Travel Is Today’s Ultimate Luxury, Google Identifies Four New Traveller Archetypes
TRAVEL has become the ultimate luxury in today’s world, declared Hermione Joye, Sector Lead, Travel, APAC for Google, as she shared the latest findings from a Google and Kantar study at WiT Singapore 2022 last week.
One, “revenge travel” is here to stay in the APAC traveller mindset, with 75% of respondents keen to travel as much as possible in the near future. Two, 30-60% of people in key APAC markets are currently travelling more and spending more vs pre-Covid times. And lastly, 48% are motivated to travel for relaxation, unwinding and destressing.
“Travel is seen as a respite from daily life – unwinding and de-stressing is the #1 motivator for travel across APAC,” she said.
The research identified four traveller archetypes.
Remote value seekers (32%):
- Budget-minded domestic travellers
- Looking to explore outdoors with adult friends and family
- Relaxation is top of mind
Urban Traditionalists (27%):
- Keen but cautious travellers
- Looking to travel to international cities for active holidays
Luxury Loyalists (25%):
- The highest-value customers
- Most loyal segment
- Can help to amplify your brand through consistent digital engagement, particularly on video platforms
Eco-minded Families (17%):
- Budget-conscious
- Preference for nature and environmentally conscious providers