Journey of Me insights reveal that the ‘Asia Pacific traveller’ doesn’t exist! Here’s why.

Karun Budhraja

Vice President, Corporate Marketing & Communications, Amadeus Asia Pacific

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The ‘Asia Pacific traveller’ is a force to be reckoned with, yet it doesn’t exist! There are many Asias within Asia. Yet many in the industry make the mistake of assuming that there is an ‘Asia Pacific traveller’ type. That couldn’t be further from the truth. The diversity we see across nationalities, gender and generation in this region is astounding. More than that, our research has showed us that the behaviours, needs and preferences of travellers vary enormously from one country to another. The industry must come to grips with this. The one-size-fits-all approach is a thing of the past.

Asian man explores street market

APAC is already the world’s largest travel market. Yet in China, the world’s leading outbound market, less than 9% of the population owns a passport. It’s a region that presents opportunity for the travel industry, but also many challenges. We have set out to understand these challenges by better understanding Asia Pacific travellers.

Our new study, Journey of Me Insights: What Asia Pacific travellers want, covers 14 markets. It is the most comprehensive research on Asia Pacific travellers to date. With almost 7,000 travellers participating, the research unveiled four themes for travel providers to focus on:

  • There are many Asias within Asia: as well as there being "many Asias within Asia'' the research also highlighted that there is no consistent profile for the Asia Pacific traveller.
  • The personalisation-privacy paradox: 64% of Asia Pacific travellers would be willing to trade personal data for more relevant offers and personalised experiences. But anomalies exist.
  • Get real: Trusted recommendations: Travellers in the region take their lead from other travellers. Inspiration is the doorway to opportunity for travel providers, but authenticity is the key to unlocking it.
  • The right content, through the right channel, at the right time: Asia Pacific travellers are interested in receiving travel recommendations from the moment they consider a trip all the way up to while they are on the trip.

The travel industry can only thrive if we put the traveller at the centre of everything we do. The first step to doing so is to better understand who our travellers are, and what they want. This is no mean feat. Traveller expectations are a moving target, and we must keep pace.

Like any other relationships we have in our lives, to win someone over you must first understand them. Stereotyping the ‘Asia Pacific traveller’ will get you nowhere. The Journey of Me Insights is our endeavour to help our customers and partners shape the future of travel that travellers want.


For more information on the research and more findings
Journey Of Me Insights Report
Journey Of Me Insights Infographic


Asia Pacific, Research