Asian tourism report: Priorities of Chinese, Japanese and Australians in vacation

Α Decrease font Enlarge font
Asian tourism report: Priorities of Chinese, Japanese and Australians in vacationMillennial tourists in Asia-Pacific prioritize feeling pampered, trip activities and culinary experiences when planning a trip

New generational data released by Expedia® Media Solutions, the advertising arm of Expedia, Inc., shows that Australian, Chinese and Japanese travelers are all looking for the best deals and the most value for their money, but preferences and priorities vary by generation and country. The findings, from a survey conducted by Northstar Research Partners, illustrate broad Asia-Pacific travel trends and distinct shopping habits, influences and motivations of travelers across four generations, including Generation Z, Millennials, Generation X and Baby Boomers.

Racking up more than 35 travel days per year, Australian Gen Z and Chinese Millennials travel the most, while comparatively the younger generations in Japan may be suffering from vacation deprivation; they travel only 12 days per year. Younger Australians are more likely to take international trips than their older counterparts, which is a sharp contrast to China and Japan, where the younger generations primarily travel within their own country.

“The study revealed unique nuances among Asia-Pacific countries and generations, but we found that regardless of the country, Millennial travel attitudes, preferences and priorities challenge the status quo,” said Lisa Lindberg, Vice President of Product Management, Expedia Media Solutions. “Millennials across Australia, China and Japan are looking for unique experiences and activities, delicious food, shopping and a bit of luxury on their vacations, and overall, they are the most receptive to advertising influence, which is great news for travel marketers.”

Trip Types & Travel Logistics

More than two-thirds of Chinese travelers like to relax and see the sights, 86 percent travel by plane or train, and hotels are the leading accommodation option.

Staycations and sightseeing are the top trip types for Japanese travelers, and more than 85 percent stay in a hotel. Japanese travelers are the most diversified in their transportation options with 37 percent traveling by plane, 31 percent traveling by car and 25 percent traveling by train.

At least half of Australians take trips to visit family and relax. More than two-thirds travel by plane, and they stay in hotels or with friends and family.

Planning Priorities

Chinese Gen Z and Millennials prioritize feeling pampered during their vacation, while trip activities top the list for Gen X and Baby Boomers.

For Japanese Gen Z travelers, getting the lowest price is priority number one, but other generations focus on the food experience ahead of price.

Australians across all generations prioritize trip activities above all else, but deals and lowest price are close behind.

Budget Basics

More than half of all travelers across the three countries said budget was a primary factor when planning a trip, but Japanese Millennials and Australian Baby Boomers are the least budget conscious; more than 40 percent said budget was not a primary factor.

For most generations in China and Japan, the largest portion of their travel budget is allocated to hotels. In Australia, flights top the list with 25 percent of the budget, on average.

Chinese Millennials are the biggest shoppers, allocating the largest percentage of their travel budget to shopping (18 percent) – more than any other Asia-Pacific generation.

Destination Decisions & Booking Resources

Baby Boomers are the most destination decisive generation across all three countries.

Japanese travelers are the most open to destination inspiration; more than 60 percent don’t have a destination in mind or are deciding between two or more locales when they decide to take a trip.

Online travel agencies (OTAs) and search engines are the leading planning and booking resources for most Asia-Pacific travelers.

Advertising Influences

More than two-thirds of all Chinese travelers said ads can be influential in their decision-making process. Nearly 70 percent of Gen Z and Millennials and over half of older generations said ads with appealing imagery and ads with informative content can be influential.

Forty-five percent of Japanese travelers said they can be influenced by ads with appealing deals.

Over half of Australian travelers said they can be influenced by advertising with informative content or appealing deals.

More Multi-Generational Marketing Insights

For more findings and insights that marketers can leverage to better reach, engage and convert Asia-Pacific travelers, and to view the full study, please visit: http://bit.ly/apac-generational-trends. For country-specific generational findings, check out our blog posts on Chinese Travelers, Japanese Travelers and Australian Travelers.

About Expedia Media Solutions

Expedia Media Solutions, the advertising arm of Expedia, Inc., offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Media Solutions provides partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results. For more information, visit www.advertising.expedia.com.

About Expedia, Inc.

Expedia, Inc. (NASDAQ: EXPE) is the world’s largest online travel company, with an extensive brand portfolio that includes leading online travel brands, such as:

Expedia.com®, a leading full-service online travel brand with localized sites in 33 countries

Hotels.com®, a leading global lodging expert operating 90 localized websites in 41 languages with its award winning Hotels.com® Rewards loyalty program

Expedia® Affiliate Network (EAN), a global B2B brand that powers the hotel business of hundreds of leading airlines, travel agencies, loyalty and corporate travel companies plus several top consumer brands through its API and template solutions

trivago®, a leading online hotel search platform with sites in 55 countries worldwide

HomeAway®, a global online marketplace for the vacation rental industry, which also includes the VRBO®, VacationRentals.com® and BedandBreakfast.com® brands, among others

Egencia®, a leading corporate travel management company

Orbitz® and CheapTickets®, leading U.S. travel websites, as well as ebookers®, a full-service travel brand with websites in seven European countries

Travelocity®, a leading online travel brand in the U.S. and Canada delivering customer service when and where our customers need it with the Customer First Guarantee

Hotwire®, inspiring spontaneous travel through Hot Rate® deals

Wotif Group, a leading portfolio of travel brands including Wotif.com®, Wotif.co.nz, lastminute.com.au®, lastminute.co.nz and travel.com.au®

Expedia® Media Solutions, the advertising sales division of Expedia, Inc. that builds creative media partnerships and enables brand advertisers to target a highly-qualified audience of travel consumers

CarRentals.com™, a premier online car rental booking company with localized sites in 13 countries

Classic Vacations®, a top luxury travel specialist

Expedia Local Expert®, a provider of online and in-market concierge services, activities, experiences and ground transportation in over a thousand destinations worldwide

Expedia® CruiseShipCenters®, a provider of exceptional value and expert advice for travelers booking cruises and vacations through its network of over 240 retail travel agency franchises across North America

SilverRail Technologies, Inc., provider of a global rail retail and distribution platform connecting rail carriers and suppliers to both online and offline travel distributors

Read more here.

RELATED TOPICS: GreeceGreek tourism newsTourism in GreeceGreek islandsHotels in GreeceTravel to GreeceGreek destinations Greek travel marketGreek tourism statisticsGreek tourism report

Photo Source:pixabay.com

Source: morningstar.com

Tornos
  1. 20/09 16:30

    Congress in Italy pays homage to "Magna Greece"

  2. 20/09 16:21

    Research: Only Greek yogurt passes the ‘low sugar’ test

  3. 20/09 16:16

    Fraport Hellas presents plan for new airport in Thessaloniki (video)

  4. 20/09 16:04

    Dozens of traditional boats mark Greece’s seafaring heritage in Paros island

  5. 20/09 15:31

    Dozens of Turkish airport workers jailed after protesting over deadly working environment

  6. 20/09 14:55

    Greek diet promoted at Mediterranean Health Expo in Australia

  7. 20/09 14:42

    ‘Greece on the Ruins of Missolonghi’ work of art displayed at the Met in New York

  8. 20/09 14:26

    Travel Guide: Rhodes, the Greek Island of Wonders in the Dodecanese

  9. 20/09 14:20

    Μinoan Lines repays syndicated bond loan worth €139.3 million euros

  10. 20/09 14:11

    Visit Greece: Chios, a mastic-scented island with fascinating history

  11. 20/09 12:49

    Travel report: Exploring Chania, Greece’s leading summer destination in Crete

  12. 20/09 12:12

    Moralis retrospective exhibition at Benaki Museum of Athens

  13. 20/09 12:00

    Cuba welcomes Greek Cinema Festival after 4 years

  14. 20/09 11:40

    IranHotels.com application online booking website and android app launched

  15. 20/09 10:18

    Final pilot of SENSKIN infrastructure sensor on Egnatia Motorway bridge this Friday

  16. 20/09 09:47

    Survey: 45% of young Greek migrants living abroad want to return back home

  17. 19/09 23:33

    Trivago business report: The top Hotel amenities to attract every type of traveler

  18. 19/09 23:27

    Enterprise Greece: Foreign investors have their eyes on tourism infrastructure

  19. 19/09 23:14

    Athens Animation Agora to take place this weekend at Onassis Foundation

  20. 19/09 23:06

    Athens University Medical School in top 150 NTU global rankings

  21. 19/09 22:57

    Greek and Qatari foreign ministers agree to enhance bilateral cooperation

  22. 19/09 22:49

    Condé Nast International to launch Vogue Greece edition

  23. 19/09 20:31

    ‘Polyxeni’ film submitted for the Academy Awards for Best Foreign Language Film

  24. 19/09 20:01

    New York University plants roots in Greece with Athens Center

  25. 19/09 19:25

    First private High School specializing on maritime education on Greek island of Hios

  26. 19/09 18:17

    WindEurope: Greek wind power to achieve a 50% surge by 2022

  27. 19/09 18:11

    Trezoros: The Lost Jews of Kastoria to air on September 26 on WNET Channel 13

  28. 19/09 17:10

    Piraeus port council approves energy program for street lighting

  29. 19/09 16:20

    English rock band The Cure to perform in Greece after 14 years (video)

  30. 19/09 15:55

    TRAINOSE aims to make the railway top choice for Athens-Thessaloniki transport

  31. 19/09 14:45

    Greek-American Pulitzer Prize winning author Jeffrey Eugenides to visit Greece

  32. 19/09 13:43

    Attica Region launches new and improved website for visitors of Athens

  33. 19/09 13:29

    Grace Santorini and Fouka Bay win MR&H Top Mediterranean Resort Award 2018

  34. 19/09 12:34

    Real estate report: Abandonded shack on Greek island of Skopelos sold for € 1 million

  35. 19/09 10:24

    Subsidies for unleaded petrol and diesel on Greek islands to start in October

  36. 18/09 23:08

    Deadline to register income and properties from 'Airbnb' style rentals in Greece

  37. 18/09 22:58

    Nammos beach bar on Greek island of Mykonos expands to Dubai

  38. 18/09 22:48

    Hollywood star Matthew McConaughey says “Greece is Paradise” (video)

  39. 18/09 22:18

    Turkish Airlines marks 85th anniversary with new cabin crew uniform

  40. 18/09 22:11

    Impressive Russian frigate docks at Greek island of Poros (video)

  41. 18/09 21:52

    8,9% more Cypriot residents travelled abroad this August

  42. 18/09 21:31

    Record tourist arrivals in Cyprus during August 2018

  43. 18/09 21:04

    8 top reasons to add Greek yogurt to your daily diet

  44. 18/09 20:46

    First underwater gallery on "Big Blue" Amorgos island

  45. 18/09 18:38

    Eros Ramazzotti show in Athens Riviera on September 27

  46. 18/09 17:50

    Traditional Boat Regatta on Greek island of Chios enchants spectators (video)

  47. 18/09 16:02

    Federation of Business Information Service AGM and conference in Athens

  48. 18/09 15:52

    Marketing Greece: New campaign showcasing the beauty of Crete island

  49. 18/09 15:21

    Standard & Poor’s raises again Cyprus into Investment Grade

  50. 18/09 15:16

    Homage to renowned Greek artist Halepas in Athens until October 13

  51. 18/09 14:38

    New UNWTO Report assists cities manage impact of overtourism

  52. 18/09 13:07

    Greek Deputy Foreign Minister meets with Canadian ambassador Dion

  53. 18/09 12:56

    Leonard Cohen tribute at Athens Concert Hall on September 21

  54. 18/09 11:47

    Greece and Russia celebrate 190 years of diplomatic ties

  55. 18/09 10:18

    "Face Forward" interactive art project on Crete island until October 14

  56. 17/09 23:04

    Greek Tourism Minister meets South Korean counterpart

  57. 17/09 22:54

    Egnatia motorway, Alexandroupolis and Kavala ports on Greek privatization agency's priority list

  58. 17/09 22:50

    Thessaloniki International Fair attracted around 284,000 visitors in September 8-16

  59. 17/09 22:34

    Fourni becomes the first independent energy community on the Greek islands

  60. 17/09 22:27

    Minoan Lines inaugurates new sea route from Souda in Crete to Piraeus Port

  61. 17/09 22:07

    Hospitalitynet report: How can Artificial Intelligence boost hotel experience

  62. 17/09 20:51

    ‘Let’s Go Greek’ festival amazes Sydney

  63. 17/09 20:16

    Greece to re-examine safety in seven famous beaches of Ionian Sea

  64. 17/09 19:46

    €95 million upgrade of Thessaloniki's Macedonia Airport to commence this week

  65. 17/09 16:41

    Grivalia Properties purchases 49% stake in Piraeus Port Plaza 2

  66. 17/09 15:15

    €1.11 billion offered for 20-year extension of Athens Airport concession agreement

  67. 17/09 15:07

    Short Film Festival in northern Greek city of Drama

  68. 17/09 14:02

    NYSPCC 2018 Food and Wine gala on November 6

  69. 17/09 13:48

    Greek President inaugurates 6th annual "Athens Democracy Forum"

  70. 17/09 13:15

    Bronze age structures revealed by excavations at Erimi-Laonin of Porakos in Cyprus

  71. 17/09 12:01

    Wellness Tourism report: Greek bliss on your yoga mat

  72. 17/09 10:28

    Tranio: Greece offers the cheapest Golden Visa program with €250,000 only

  73. 16/09 20:42

    Trump imposes tariffs on about $200 billion more in Chinese products

  74. 16/09 16:25

    Lee Ranaldo free concert in Athens Niarxos Cultural Center on September 18

  75. 16/09 14:01

    Greece to host European Sea Scouting Seminar Eurosea in 2020

  76. 16/09 13:57

    Greek railways to upgrade its services and train stations

  77. 16/09 13:50

    Agios Emilianos in Peloponnese Riviera offers stunning resorts and villas (video)

  78. 16/09 13:46

    International interest in Athens Elliniko casino permit grows

  79. 16/09 13:39

    Athens-Washington discuss new U.S. Army base on Greek island of Karpathos

  80. 16/09 13:32

    Greek Main Opposition leader at TIF again requests Diaspora vote (video)

  81. 16/09 12:27

    Greek Finance Minister: New relaxation on capital controls very soon

  82. 16/09 11:45

    Greek Piraeus Port Authority signs third MoU with Chinese port Guangzhou

  83. 16/09 10:22

    Greek-American managers at 83rd TIF: Greece needs a stable taxation system

  84. 16/09 09:43

    Goran Bregovic to perform live in Larissa city of Thessaly on Sunday

  85. 15/09 20:17

    Isabella Rossellini show at Athens Concert Hall on October 20

  86. 15/09 18:04

    Sani Resort in Chalkidiki replaces all plastic straws with biodegradable ones

  87. 15/09 17:58

    Discover the largest swimming pools in the world

  88. 15/09 13:51

    Etihad extends content, merchandising and mobile deals with Travelport

  89. 15/09 12:47

    The 4th Gastronomy Festival in Kardamena of Kos island (video)

  90. 15/09 11:35

    "Wheel of Fortune" beauty Julia Nova makes splash in Mykonos beach (video)

  91. 15/09 10:24

    Pafos site in ‘World Heritage Journeys’ sustainable travel web platform

  92. 14/09 21:36

    Inside the Forbidden City in Athens between September 15 - February 14

  93. 14/09 21:29

    The Guardian praises Athens as tourist destination

  94. 14/09 21:22

    Russian tycoon begins €184 million development on former Onassis island

  95. 14/09 21:15

    Burger Fest in Athens between September 14-16

  96. 14/09 20:10

    Museum and archaeological site visits up in Greece during May

  97. 14/09 19:01

    Turkey’s Constitutional Court rejects conversion of Hagia Sophia to Mosque

  98. 14/09 18:44

    New Greek chef cookbook with 100 updated recipes

  99. 14/09 17:56

    Athens Philharmonia Orchestra performance at Benaki Museum on September 16

  100. 14/09 15:51

    Zakynthos officials close Navagio Beach to bathers and boats (video)