Research puts the spotlight on what Filipino travelers want

ASIA is today the world’s largest travel market, yet the vast majority of its population has yet to travel beyond their borders. This makes the Asian traveler a force to be reckoned with — one that presents the greatest opportunity for the travel industry, but also many challenges. To move the industry towards a closer understanding of travelers in the region, Amadeus has launched Journey of Me Insights, an Asia Pacific traveler study spanning 14 markets.

As part of the Journey of Me Insights project, Amadeus published a report on Filipino travelers titled “Journey of Me Insights: What Filipino travellers want.” From when and how Filipino travelers plan and book their trips, to how and why they want to stay connected while traveling, to how frequently they use sharing economy services, and the types of new technologies they would be most interested in, the study takes a multifaceted look at what Filipino travelers want. The findings unveiled four themes for travel providers to focus on: The personalization-privacy paradox – 64% of Asia Pacific travellers interviewed are open to sharing personal data for more relevant offers and personalised experiences. Slightly

more cautious, 61% of Filipino travellers feel the same. Get real: Recommendations they can trust — Travellers take their lead from other travelers. 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 — While the vast majority of Filipino travelers would be interested in receiving travel recommendations from the moment they consider a trip all the way up to while they are on the trip, travel players must consider carefully how to connect with them and with what content.

There are many Asias within Asia — The most dominant observation from Journey of Me Insights is that there is no consistent profile for the Asia Pacific traveler. Stark contrasts in behaviours, needs and preferences were observed across all geographic and demographic lines.

Journey of Me Insights was conducted in collaboration with YouGov across 14 markets in Asia Pacific including Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand and Vietnam.