amadeus journey of me insights · 2018-01-12 · know me and what i want, before i even want it...

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Amadeus Journey of Me InsightsWhat Asia Pacific travellers want

Japan report

420 respondentsAmadeus Asia Pacific

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1. Methodology

2. Introducing The Journey of Me

3. The four themes

4. Demographic overview: who we surveyed

5. What Japanese travellers want

2

1. Know Me

2. Inspire Me

3. Connect Me

4. Talk to Me

5. Delight Me

6. Care for Me

CONTENT

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• Australia (500 respondents),

• China (1,200),

• Hong Kong (300),

• India (1,200),

• Indonesia (500),

• Japan (420),

• Korea (400),

• Malaysia (400),

• New Zealand (250),

• Philippines (400),

• Singapore (300),

• Taiwan (300),

• Thailand (400),

• Vietnam (300).3

METHODOLOGY

The research, Journey of Me Insights: What Asia Pacific travellers want, was conducted in May 2017 in collaboration with YouGov. A total of 6,870 respondents from 14 markets in Asia Pacific that have travelled by plane in the last 12 months were sampled. The 14 markets include:

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Amadeus believes that no two travellers are the same, and even more so, no two journeys will be the same. At the core of travelling is the creation of experiences that are innately ours.

There are an infinite number of elements that make up the travellers’ DNA. Varying factors may influence my travel experience but what defines the “Journey of Me” are my behaviours, feelings, attitudes, and coping mechanisms.

As travellers today become more savvy and better informed, travel and its elements of surprise, magic and wonder have become increasingly challenging to achieve.

Technology brings promise. Now, we have the opportunity to bring the magic back into travel. But only if we first understand what the traveller wants.

In today’s world of travel, every engagement point matters. Expectations have surpassed personalisation. Beyond relevance, travel providers must be timely and intuitive to shape each individual experience.

In this journey of ME, cultivating relationships and embracing travellers’ individuality should be the priority.

4

INTRODUCING THE JOURNEY OF ME

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5

There are many Asias within Asia

The most dominant observation from the study is that there is no consistent profile for

the Asia Pacific traveller. Stark contrasts in behaviours, needs and preferences were

observed across all geographic and demographic lines. For example, while 70%

of Japanese travellers have never used a sharing economy service for trip

accommodation, almost half of all Indian travellers say they do so ‘often’ and ‘very

often’. And while 84% of Singaporean travellers think it’s important to find service

staff at the destination that speak a language they understand, only 22% of Japanese

travellers do, with Hong Kong travellers (4%) even less likely to think the same.

1The right content, through the right

channel, at the right time

In the world of travel, every engagement point matters. Beyond personalisation,

connecting with travellers in a timely and intuitive manner is equally important. While

the vast majority of travellers 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, what recommendations they want, and how they want to receive them

varies. 51% of Japanese travellers prefer to be contacted via e-mail, with only 4% happy to receive a phone call. Recommendations

that make travel more comfortable was the top choice for Japanese (43%), while

timesaving tips were less popular (16%).

4

In the course of this research, “Journey of Me Insights: What Asia Pacific travellers want” uncovered four themes that travel providers need to focus on:

THE FOUR THEMES

The personalisation-privacy paradox

While 64% of Asia Pacific travellers would be willing to trade personal data for more

relevant offers, Japanese travellers are much more cautious with 69% not at all open or

somewhat not open. If travellers are to share data, some boundaries must be maintained

and at all times travel providers must respect and protect personal data and the need for privacy. And above and beyond adhering to

legislation, travel players must be able to articulate ‘what’s the value?’ to get travellers

to share their data.

2Get real: recommendations they

can trust

Rather than the glossy pictures of travel brochures or the carefully curated Instagram feeds of celebrities, Japanese travellers seek

what’s genuine, and turn online to their fellow travellers for inspiration. The research found that online booking (46%) and review

sites (35%) have the largest influence on Japanese travellers’ trip planning. They put less significance on friends and family as a

source of influence (18%).

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6

KNOW ME and what I want, before I even want it

INSPIRE ME about the endless possibilities around travel and

technology

CONNECT ME so I can stay in touch with what’s

important to me

TALK TO ME throughout the entire journey, but on my terms

DELIGHT ME and bring the magic back into

travel, every step of the way

CARE FOR ME and keep me safe and secure

SO WHAT DO JAPANESE TRAVELLERS WANT?

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_ Personalisation or privacy? 64% of APAC travellers are open to sharing personal information with travel service providers for more relevant offers and personalised services. Japanese travellers however, prefer privacy with 69% of them not open to sharing their data.

_ Big screens vs small screens: Across APAC, laptops and desktops are still the most used device for trip research and booking. But there are anomalies. Japanese travellers are more inclined to use laptop/ desktop computers for research and bookings than other APAC travellers. Only 30% use mobile for research and only 23% for booking.

_ Recommendations that matter: travellers in APAC find tips that help them save money the most useful (37%), but Japan travellers prefer recommendations that can help make travel more comfortable (43%).

_ Who knows better: social networks (48%) and travel review sites (47%) are the top two channels that have sent Japanese travellers relevant recommendations. 11% felt that travel recommendations hadn’t come from any of the options listed, compared to the 4% APAC average.

7

_ Opportunities to inspire: in APAC, travellers tend to plan their trips during the weekends, while Japanese respondents were most likely to do travel planning while on holiday (31%), followed by other popular options like weekdays, after work (26%) and during weekends (25%).

_ The influencers: Interestingly, while most APAC travellers turn to recommendations from people they know, Japanese travellers are most influenced by online booking or travel sites, followed by travel guides. They put less significance on friends and family as a source of influence, one could therefore conclude they are more influenced by ‘trusted’ sources.

_ New technology: Japanese and APAC travellers share a commonality, they are both most interested in an augmented reality mobile app containing interactive information about the history of a tourism site.

KNOW ME INSPIRE ME

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_ Reasons to stay connected: reasons for staying connected are quite different for Japanese travellers compared to those from other APAC countries. Sharing pictures and experiences is a reason for only 23% of Japanese respondents compared to 54% regionally, potentially due to the relatively low usage of Instagram. Only 4% want to use convenience apps like Uber, FoodPanda versus 34% regionally and only 9% want to meet new people using travel and social apps (vs. 28% in APAC).

_ How to get connected: across all countries, Wi-Fi (71%) is the top choice for staying connected when travelling abroad including in Japan where 74% rely on it. Only 8% of Japanese travellers purchase roaming packages before leaving their home country compared to 36% in APAC, and only 12% purchase a local SIM card at destination compared to 43%.

_ Apps that add value: Facebook appears most often in the top three apps travellers use that add value to their trips. However, in Japan, a staggering 73% of respondents cannot list any mobile apps that they use while travelling that add value to them, by far the highest percentage in APAC.

8

_ A good time to ‘talk’: while travellers are very open to receiving recommendations throughout the entire travel journey, there is a decline in interest for receiving travel-based recommendations as the trip progresses, falling from a high of 93% when Japanese travellers are first considering taking a trip, to a low of 46% once they have finished the trip.

_ “You can reach me via…”: e-mail, say 51% of Japanese travellers compared to 35% of APAC respondents. Only 6% of Japanese travellers want to receive recommendations via messaging services/ apps (compared to 20% in the rest of APAC).

CONNECT ME TALK TO ME

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_ Speak my language: Japanese travellers are less concerned about finding service staff and tour guides that speak a language they understand compared to other APAC travellers. Only 22% expect service staff to speak a language they speak or understand (compared to 47% regionally) and 22% expect tour guides that speak a language you understand compared to 48% overall.

_ New world, new options: we have not seen the sharing economy being embraced by Japanese travellers. 71% of those asked never use ride-sharing apps (vs. 25% regionally) and 70% don’t use accommodation sharing apps such as Airbnb (versus 32%) regionally. Only 5% are said to have used these services often or very often compared to 37% regionally

_ Great expectations: Japanese travellers are harder to please than those travelling from other APAC markets. 29% say that a travel provider has never exceeded their expectations, compared to 14% regionally. However, more Japanese travellers (15%) have had their expectations exceeded by a tour operator, compared to those from other markets (11%).

9

_ Travel stoppers: amongst all adverse events listed, a recent terror attack is most likely to negatively impact the likelihood of people travelling to a certain destination (62%), including in Japan (58%). 21% of Japanese respondents would reconsider a trip in the event of a natural disaster like an earthquake or typhoon compared to 54% APAC wide. This could be due to the fact that people from Japan are more used to these kinds of events happening in their home country.

_ Safety updates: Japanese travellers once again show the importance they place on friends and family with 49% expecting to receive safety or security updates from them (compared to 24% regionally.) Only 24% look to immigration or border security vs 36% regionally.

DELIGHT ME CARE FOR ME

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Demographic overviewWho we surveyed

Gender Travel frequency(trips made in the past 12 months)

Age Primary reason for travel

DEMOGRAPHIC OVERVIEWA snapshot of Japanese travellers surveyed

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Male54%

Female46%

18 to 245%

25 to 3424%

35 to 4425%

45 to 5421%

55 +25%

1-2 trips in the last 12 months

66%


29%


3%

13 trips or more in the last 12 months

2%

Business20%

Leisure75%

Other5%

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Know Meand what I want, before I even want it

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Q1. When it comes to researching your trip and making a booking, which device(s) do you use most? Select all that apply.

Japanese travellers are more inclined to use laptop/ desktop computer for research and bookings than other APAC travellers. Only 30% use mobile for research and only 23% for booking.

KNOW ME

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Trip research Trip booking

76%

54%

21%

8%

80%

30%

13%

9%

Laptop/desktop computer

Mobile phone

Tablet

I get someone else to do it for me (e.g. atravel agency)

APAC Japan

74%

46%

16%

12%

78%

23%

10%

13%


Mobile phone

Tablet


KNOW ME

Millennial travellers are much more likely to use these mobile devices to research and book trips compared to older generations. Interestingly, they are also more likely to use intermediaries like travel agencies to help them plan and book trips.

(continued) Q1. When it comes to researching your trip and making a booking, which device(s) do you use most?

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Trip research Trip booking

69%

52%

17%

13%

83%

33%

16%

6%

87%

8%

8%

6%


Mobile phone

Tablet


66%

43%

13%

20%

84%

21%

10%

7%

83%

8%

7%

11%


Mobile phone

Tablet


18-35 (Millennials)

36-51 (Generation X)

52-70 (Baby boomers)

Q2. When do you usually book your accommodation for a trip?

A whopping 68% of Japanese travellers book accommodation at the same time as their flight/ transport. This is almost double that of the APAC average (36%).

KNOW ME

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When do travellers book accommodation

35%

36%

27%

2%

18%

68%

13%

1%

In advance of booking the flight/transport

At the same time when I'm booking the flight/transport

After booking the flight/transport, but before departure

After landing or reaching the destination

APAC Japan

Q3. When you travel for leisure, what types of travel recommendations do you find most useful? Please select the top two.

Recommendations that Japanese travellers consider most useful are quite different compared to other APAC travellers. Only 19% value recommendations to save money, compared to 37% APAC wide. 43% want recommendations that make travel more comfortable (vs. 29% in the rest of APAC), 37% want recommendations about the best sightseeing options (vs 28%), and 17% (compared to 24%) want recommendations that expose them to new experiences.

KNOW ME

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Most useful recommendations for leisure travel

37%

29%

17%

28%

27%

27%

24%

0%

19%

43%

16%

37%

16%

32%

17%

0%

Recommendations that help me save money

Recommendations that make my travel more comfortable

Recommendations that help me save time

Recommendations that help me identify the bestsightseeing options

Recommendations that ensure my safety

Recommendations that help me plan my itinerary

Recommendations that expose me to new experiences

Other, please specify

APAC Japan

Q4. When you travel for leisure, which of these platforms have sent you relevant travel recommendations (e.g. about destinations, hotels, things to do, activities, places to eat)? Select all that apply

Interestingly, 48% of Japanese travellers (compared to only 18% regionally), believe their social network provides the most useful travel recommendations. 47% (compared to 35% regionally) have received useful recommendations from travel review sites. 11% felt that travel recommendations hadn’t come from any of the options listed, compared to the 4% APAC average.

KNOW ME

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Platforms that have sent travellers relevant travel recommendations

29%

34%

32%

50%

15%

18%

48%

47%

34%

4%

20%

31%

25%

46%

7%

8%

18%

35%

17%

11%

Airline website or app (e.g. Singaporeair.com, Koreanair.com, Emirates.com)

Hotel website or app

Travel agency

Online booking websites (e.g. Expedia, Goibibo, Skyscanner, kayak)

Hotel concierge

Airline in-flight magazine

Social network e.g. Friends/family

Travel review site (e.g. TripAdvisor)

Travel blogs/forums

None of the above

APAC Japan

(continued) Q4. When you travel for leisure, which of these platforms have sent you relevant travel recommendations (e.g. about destinations, hotels, things to do, activities, places to eat)? Select all that apply

Men and women in Japan appear to find useful advise from different sources. 44% of female travellers from Japan find that traveller review sites send them relevant recommendations, compared to only 27% of males. Meanwhile 27% of males have received useful tipsfrom airline websites, compared to only 16% of females.

KNOW ME

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Platforms that have sent travellers relevant travel recommendations

23%

33%

26%

46%

8%

9%

18%

27%

16%

13%

16%

28%

23%

45%

6%

7%

18%

44%

18%

8%

Airline website or app (e.g. Singaporeair.com, Koreanair.com,Emirates.com)

Hotel website or app

Travel agency

Online booking websites (e.g. Expedia, Goibibo, Skyscanner, kayak)

Hotel concierge

Airline in-flight magazine

Social network e.g. Friends/family

Travel review site (e.g. TripAdvisor)

Travel blogs/forums

None of the above

Male

Female

Q5. In general, how open are you to sharing personal information with travel service providers such as booking websites, airlines, hotels etc., in return for more relevant offers or personalised services?

Japanese travellers are much more on the cautious end of the scale when to comes to sharing personal information with travel service providers. 69% are not at all open or somewhat not open compared to 36% regionally. Only 4% of Japanese travellers are very open, as opposed to 15% regionally.

KNOW ME

Openness to sharing personal information with travel providers

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8%

28%

49%

15%

18%

51%

28%

4%

Not at all open

Somewhat notopen

Somewhat open

Very open

APAC Japan

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Inspire Meabout the endless possibilities around travel and technology

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Q6. When do you do most of your travel planning?

In general, 31% of Japanese respondents do most of the travel planning while they are on holiday, followed by other popular options like weekdays after work (26%) and during their weekends (25%).

INSPIRE ME

When travellers plan their travels

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5%

32%

14%

22%

25%

2%

2%

25%

13%

26%

31%

3%

When you’re commuting from one place to another

During the weekends

While you’re at work

Weekdays, after work

While you are on holiday

Others, please specify

APAC Japan

(Continued) Q6. When do you do most of your travel planning?

Travellers that travel mostly for business naturally do most of their travel planning at work during work hours (49%). Leisure travellers however, are far less likely to plan travel at work (3%) and most likely to do so during while on holiday (37%).

INSPIRE ME

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When travellers plan their travels

8%

9%

49%

21%

12%

0%

1%

29%

3%

27%

37%

4%

When you’re commuting from one place to another

During the weekends

While you’re at work

Weekdays, after work

While you are on holiday

Others, please specify

For business

For leisure

Q7. When it comes to planning your trip (looking for destinations, places to stay, activities to do etc.), which three of the following influence you the most? Rank in order of influence – from highest to lowest

Interestingly, while most APAC travellers turn to recommendations from people they know, Japanese travellers are most influenced by online booking or travel sites, followed by travel guides. They put less significance on friends and family as a source of influence, it seems they are more influenced by ‘trusted’ sources.

INSPIRE ME

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Sources that influence travellers’ trip planning

0.6

1.0

0.6

0.3

0.5

1.2

1.2

0.6

0.1

0.4

0.8

0.3

0.2

0.6

1.7

0.8

1.1

0.1

Travel blogs or forums

Traveller reviews (e.g. on sites like TripAdvisor)

Social media (General or sponsored content on Facebook, Twitter,…

Brochures (from hotel reception, travel desks, airports etc.)

Travel agents

Online booking or travel sites (Expedia, Skyscanner etc.)

Friends/family/colleagues (word of mouth or through social media)

Travel Guides (e.g. Lonely Planet, Discovery)

Celebrities or social media influencers

APAC Japan

Sample size: 420

*Scoring: Rank 1=3, rank 2=2, rank 3=1, otherwise=0, average score of each option is presented.

Q8. Rank the following new technologies from highest to lowest, based on your interest in using them for planning or while on a trip.

An augmented reality mobile app that delivers digital overlays containing interactive information about the culture or history of a tourist site interests Japanese travellers the most compared to other new technologies listed, closely followed by the chance to have a virtual personal travel assistant.

INSPIRE ME

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New technologies travellers are most interested in

1.0

1.4

1.2

0.8

1.0

0.7

1.2

0.7

0.9

1.1

Virtual Reality (e.g. via a headset or Google Cardboard) that allows youto preview or experience something you would see on your trip

An augmented reality mobile app that delivers digital overlayscontaining interactive information about the culture or history of the site where you are

at, using your phone camera

A 360 degree interactive video that allows you to experience something you would seeon your trip

A chat bot service to answer frequently asked questions or to help you ‘on the go’.

A virtual personal travel assistant or concierge that goes wherever you go

APAC Japan

Sample size: 420

*Scoring: Rank 1=3, rank 2=2, rank 3=1, otherwise=0, average score of each option is presented.

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Connect Meso I can stay in touch with what’s important to me

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Q9. Why do you want to stay connected when you travel?

Reasons for staying connected are quite different for Japanese travellers compared to those from other APAC countries. Sharing pictures and experiences account for only 23% of Japanese respondents vs 54% regionally, potentially due to the relatively low usage of Instagram. Only 4% want to use convenience apps like Uber, FoodPanda versus 34% regionally and only 9% want to meet new people using travel and social apps (vs. 28% in APAC). 15% of Japanese travellers want to stay updated with work/ business compared to 32% from the rest of APAC, while 33% of those from Japan want to let people know their safe (vs 53% in APAC).

CONNECT ME

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Why travellers want to stay connected when travelling

43%

32%

54%

28%

34%

49%

35%

55%

53%

0%

2%

36%

15%

23%

9%

4%

47%

33%

46%

33%

0%

6%

Keep up to date with what is happening in the world

Stay updated with work/business

Share pictures and experiences from my travels with friends and family

Meet new people using travel and social apps

Use convenience apps like Uber, Foodpanda, Grab, Deliveroo, Zomato etc.

Research things to do at the destination

Translate local language

Access maps and location information

Let people know I’m safe

Other, please specify

I prefer to disconnect completely when I travel

APAC Japan

Q10. How do you choose to stay connected when you are travelling abroad? Select all that apply

Only 8% of Japanese travellers purchase roaming packages before leaving their home country compared to 36% in APAC, and only 12% purchase a local SIM card at destination compared to 43%. They rely heavily on wifi (74%) and hotel provided smartphone devices with free data and local calls 27%.

CONNECT ME

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How travellers choose to stay connected when travelling abroad

25%

36%

36%

43%

33%

71%

16%

27%

8%

12%

26%

74%

Mobile phone calls for emergencies only

Hotel-provided smartphone devices with free data and local calls(e.g. Handy)

International phone/data package purchased before leaving myhome country

Local sim card purchased at the destination

International roam-as-you-go services

Wi-Fi

APAC Japan

(continued) Q10. How do you choose to stay connected when you are travelling abroad? Select all that apply

Japanese travellers who take more than eight trips per year like to use hotel-provided smartphones whilst abroad (57%), about double the amount of those who travel less frequently. Those who take fewer trips are predominantly reliant on wi-fi.

CONNECT ME

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How travellers choose to stay connected when travelling abroad

17%

28%

6%

10%

20%

82%

17%

25%

6%

13%

32%

69%

6%

57%

19%

12%

12%

56%

Mobile phone calls for emergencies only

Hotel-provided smartphone devices with free data and local calls (e.g. Handy)

International phone/data package purchased before leaving my homecountry

Local sim card purchased at the destination

International roam-as-you-go services

Wi-Fi



8 trips or more in the last 12 months

Q11. Please list the top three mobile apps you use while travelling that add value to your trip. If you do not use any apps while travelling, enter ‘NA’

CONNECT ME

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Top three mobile apps used while travelling

1%

1%

3%

6%

1%

1%

6%

3%

2%

1%

2%

1%

2%

2%

1%

1%

73%

8%

3%

Expedia

Facebook/ FB

Google

Google Maps

Instagram

Jalan

line

Map/ Maps

Rakuten/ Rakuten…

Tabelog

Transit Guide

Translation

TripAdvisor

Twitter

Uber

Yahoo!

Not applicable/…

Other

Nothing/ NIL

A staggering 73% of Japanese respondents cannot list any mobile apps that they use while travelling that add value to them, by far the highest percentage in APAC.

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Talk to Methroughout the entire journey, but on my terms

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Q12. How interested are you in receiving travel-based recommendations (e.g. things to do, places to visit or eat etc.) in the following stages of your travel?

While travellers are very open to receiving recommendations throughout the entire travel journey, there is a decline in interest for receiving travel-based recommendations as the trip progresses, falling from a high of 93% when Japanese travellers are first considering taking a trip (95%), to a low of 46% once they have finished the trip.

TALK TO ME

* Percentage of respondents choosing 'Interested' and 'Very interested' for each option is presented.

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Percentage of travellers interested in receiving travel-based recommendations

95%

94%

90%

85%

83%

61%

93%

93%

86%

83%

79%

46%

When you are first considering taking a trip

When you are evaluating travel options

When you are making yourbookings/reservations

After booking but before you travel

During your trip

After you have finished the trip

APAC Japan

Q13. Which of the following do you prefer to use when it comes to receiving updates or recommendations about your trip?

Over half of Japanese travellers prefer to receive updates or recommendations via email. Only 6% of Japanese travellers want to receive recommendations via messaging services/ apps (compared to 20% in the rest of APAC) and 51% prefer email, compared to 35% regionally.

TALK TO ME

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Channels through which travellers prefer to receive updates & recommendations about their trip

20%

19%

35%

19%

7%

6%

0%

51%

19%

4%

Messaging service (e.g. WhatsApp, LINE, WeChat,KakaoTalk)

Apps by travel companies (e.g. airline apps, hotel apps)

Email

Social media

Phone call

APAC Japan

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Delight Meand bring the magic back into travel, every step of the way

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Q14. How often do you use the following apps or services?

We are yet to see the sharing economy being embraced by Japanese travellers. 71% of the respondents asked have never used ride-sharing apps (vs. 25% regionally) and 70% don’t use accommodation sharing apps such as Airbnb (versus 32%) regionally. Only 5% are said to have used these services often or very often compared to 37% regionally.

DELIGHT ME

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Applications for getting around during a trip e.g. Uber, Grab, Lyft, Ola, Didi, Chuxing

Applications or services for stays during a trip e.g. Airbnb, Couchsurfing, etc.

25%

39%

27%

10%

71%

23%

4%

1%

Never

Seldom

Often

VeryOften

32%

39%

22%

7%

70%

24%

5%

1%

Never

Seldom

Often

Very Often

APAC Japan

(Continued) Q14. How often do you use the following apps or services?

DELIGHT

As expected, millennials are the most likely age group to have used sharing economy apps, with 8% of under 35s using the apps compared to 1% of baby boomers. Interestingly, business travellers are more likely to use ridesharing apps (9%) than leisure travellers (4%), as well as accommodation apps (12% of business travellers vs. 4% of leisure travellers).

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By ageBy travel type

8%

9%

6%

7%

2%

1%

Apps like Uber, Grab, Lyft, Ola, DidiChuxing etc.

to get around during my trip

Apps or services like Airbnb, CouchSurfing etc.

for stays during my trip

18-35 (Millennials)36-51 (Generation X)52-70 (Baby boomers)

9%

12%

4%

4%

Apps like Uber, Grab, Lyft, Ola, DidiChuxing etc.

to get around during my trip

Apps or services like Airbnb, CouchSurfing etc.

for stays during my trip

For businessFor leisure

Q15. Why did you choose to use these sharing economy services and apps? Select all that apply

For Japanese travellers who do use sharing economy services, they reportedly do not find them as convenient as other APAC travellers. Only 31% of Japanese travellers find ride sharing apps convenient compared to 60% regionally, almost double. Similarly, just 32% of Japanese travellers find accommodation apps easy to use, compared to 48% of travellers polled across Asia.

DELIGHT ME

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Reasons for using apps to get around during trips Reasons for using services/apps for stays during trips

43%

36%

34%

37%

60%

25%

33%

33%

25%

18%

31%

18%

Cost saving

Better quality/service

Better safety/security

More flexible solution

Easy to use/convenient

More local experience

Sample size: 120 (get around the trips), 124 (stays during trips)

46%

34%

29%

36%

48%

32%

27%

26%

22%

15%

32%

25%

Cost saving

Better quality/service

Better safety/security

More flexible solution

Easy to use/convenient

More local experience

APAC Japan

Q16. When you travel, how important is it for you to find each of the following at your destination?

Japanese travellers are less concerned about finding service staff and tour guides that speak a language they understand compared to other APAC travellers. Only 22% expect service staff to speak a language they speak or understand (compared to 47% regionally) and 22% expect tour guides that speak a language you understand compared to 48% overall. This could be because they are quite accustomed to not finding Japanese speaking staff outside of Japan.

DELIGHT ME

* Percentage of respondents choosing ‘Somewhat important’ and 'Very important’ for each option is presented.

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Percentage of travellers that say it’s important to find the following at destination

36%

47%

46%

32%

40%

20%

22%

21%

18%

19%

Food and beverage from your home country

Service staff (in hotel or shops) who speak a language youspeak/understand

Tour guides who speak a language you speak/understand

Religious facilities

Newspapers or TV programmes in language(s) youspeak/understand

APAC Japan

Sample size: 420

Q17. Based on your past travel experiences, which of the following travel service providers have impressed you and exceeded your expectations the most?

Japanese travellers are harder to please than those travelling from other APAC markets. 29% say that a travel provider has never exceeded their expectations, compared to 14% regionally. However, more Japanese travellers (15%) have had their expectations exceeded by a tour operator, compared to those from other markets (11%).

DELIGHT ME

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Travel service providers that have impressed travellers and exceeded expectations the most

15%

24%

23%

13%

11%

14%

10%

22%

14%

10%

15%

29%

Airlines

Hotel or other accommodation providers

Booking sites

Travel agent

Tour operators

A travel provider has never exceeded myexpectations

APAC

Japan

Sample size: 420

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Care for Meand keep me safe and secure

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Q19. On a scale of 1 – 5 (1 – no effect at all, 2 – a slight effect, 3 – somewhat less likely to travel, 4 – very unlikely to travel, 5 – I would not travel), how much would each of the following affect your likelihood to travel to a certain destination?

Recent terror attacks had the greatest affect on the likelihood of Japanese people travelling to a certain destination (58%). Only 21% of Japanese respondents would reconsider a trip in the event of a natural disaster like an earthquake or typhoon compared to 54% APAC wide, while extreme weather was only an issue for 30% of Japanese travellers compared to 45% across APAC. This could be due to the fact that people from Japan are more used to these kinds of events happening in their home country.

CARE FOR ME

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Percentage of travellers who would avoid a destination due to the following

45%

48%

52%

32%

62%

54%

30%

41%

46%

26%

58%

41%

Inclement or extreme weather

Recent political or social uprising

Safety or security issues (e.g. spike in crime)

Lack of or access to adequate medical facilities

Recent terror attack/s

Likelihood of a natural disaster (e.g. earthquake, typhoon)

APAC Japan

Sample size: 420

Q20. From whom would you prefer to receive safety or security updates at the destination? Select all the apply

Travel agents (46%) and booking sites (44%) are the top two channels that respondents wish to receive safety or security updates at the destination from, while tour operators (41%) and embassies/ governments (40%) are the next preferred channels. Even here, Japan shows a much lower preference to receive safety security updates from friends and family (24%) compared to the regional average (49%).

CARE FOR ME

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Preferred sources of safety or security updates

45%

49%

46%

41%

38%

36%

45%

49%

16%

0%

46%

44%

36%

34%

41%

24%

40%

24%

8%

0%

Travel agent

Booking site

Transport provider (e.g. Airline, train line, buscompany)

Hotel

Tour operator

Immigration/border security

Embassy/government

Friends/family

Your employer if you’re travelling for business

Other provider, please specify

APAC

Japan

Q20. From whom would you prefer to receive safety or security updates at the destination? Select all the apply

Male travellers would far rather hear safety updates from their embassy (51%) than female travellers would (27%). Similarly, Japanese men prefer hearing from their tour operator (49%) than females do (30%). There are also generational differences with baby boomers more open to receiving updates from travel agents (58%), booking sites (65%) and transport providers (55%), compared to millennials and Generation X respondents. Unsurprisingly, millennials prefer to hear updates from friends and family (37%).

CARE FOR ME

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By gender

49%

43%

37%

36%

49%

24%

51%

23%

9%

0%

41%

46%

34%

30%

30%

25%

27%

27%

7%

0%

Travel agent

Booking site


Hotel

Tour operator


Embassy/government

Friends/family



Male

Female

By age

44%

33%

28%

30%

40%

26%

33%

37%

9%

0%

36%

43%

29%

29%

29%

21%

38%

14%

5%

0%

58%

65%

55%

45%

58%

30%

48%

25%

13%

0%

Travel agent

Booking site


Hotel

Tour operator


Embassy/government

Friends/family



18-35 (Millennials)

36-51 (Generation X)

52-70 (Baby boomers)

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amadeus journey of me insights · 2018-01-12 · know me and what i want, before i even want it...

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