Expedia Group has released a new study focusing on the travel preferences of middle-upper income Asian travellers. This research surveyed 4,000 respondents from China, India, Indonesia, Singapore, and Vietnam, revealing insights into how this growing demographic prioritises travel, even amid economic pressures.
Travel priorities
Travel plans
On average, respondents intend to visit four destinations over ten days for their next international trip.
Preferred destinations include Japan, the United States, Canada, France, South Korea, Australia, and Germany.
Demand for premium experiences:
Nearly half of the respondents seek airline upgrades for enhanced comfort.
44% plan to pursue airline upgrades, while 42% are interested in upgraded accommodations.
52% intend to book four- or five-star hotels for their trips.
Digital engagement
Concerns and willingness to spend
Nearly half of the respondents express concerns about understanding local transportation and dining customs.
There is a willingness to increase spending on accommodations that offer staff who speak their language.
Peter O’Connor from the University of South Australia noted the increasing importance of the mass-affluent consumer market in Asia. He emphasised that travel suppliers should tailor their offerings to meet the specific needs and preferences of this emerging segment to enhance their travel experiences.