TOURIST BEHAVIOR PATTERN TOURIST BEHAVIOR PATTERN AND MARKET PROFILESAND MARKET PROFILES

• JapaneseJapanese– more than 12 million travelers a yearmore than 12 million travelers a year– less than 3% visit the Philippinesless than 3% visit the Philippines– travel in package tourstravel in package tours– More repeaters than first timersMore repeaters than first timers– Speak very little EnglishSpeak very little English– Wants Japanese foodWants Japanese food– 4 to 5 days program only4 to 5 days program only– Average age of travelers in their early 40’sAverage age of travelers in their early 40’s

Cont.. JapaneseCont.. Japanese

– Tipping is not practiced in JapanTipping is not practiced in Japan– Considers Philippines value for moneyConsiders Philippines value for money– Loves Philippines seafoodLoves Philippines seafood– Very safety-conscious (peace and order)Very safety-conscious (peace and order)– Time and health consciousTime and health conscious– Office ladies newest travel trend setterOffice ladies newest travel trend setter– Workaholics, bath-consciousness, groupism, Workaholics, bath-consciousness, groupism,

consensus mindedness, face-consciousness consensus mindedness, face-consciousness Epicurean dependency, ceremonial animal, Epicurean dependency, ceremonial animal, defenseless Japanese, modest peopledefenseless Japanese, modest people

KoreansKoreans

– More are now travelingMore are now traveling– Usually on multi-destination packagesUsually on multi-destination packages– More male than female travelersMore male than female travelers– Travel in package toursTravel in package tours– Speak very little EnglishSpeak very little English– Wants Korean foodWants Korean food– 4 to 5 days program only4 to 5 days program only– Average age of travelers in their 50’sAverage age of travelers in their 50’s– Tipping is not practiced in KoreaTipping is not practiced in Korea– Loves Philippine seafoodLoves Philippine seafood– Very safety, time and health consciousVery safety, time and health conscious

TaiwaneseTaiwanese

– More are traveling every year with their fast More are traveling every year with their fast economic developmenteconomic development

– More male than female travelersMore male than female travelers– Travel on package toursTravel on package tours– Speak very little EnglishSpeak very little English– Wants Chinese foodWants Chinese food– 4 to 5 days program only4 to 5 days program only– Tipping practiced and pre-orientedTipping practiced and pre-oriented– Loves Philippine seafoodLoves Philippine seafood– Very safety, time and health consciousVery safety, time and health conscious– Love to shop for Philippine specialties/delicaciesLove to shop for Philippine specialties/delicacies

Hong KongHong Kong

– Travel in cheap package tours with high Travel in cheap package tours with high hotel standardshotel standards

– Count every centavoCount every centavo– Very meticulous with Chinese food Very meticulous with Chinese food

without coconut oilwithout coconut oil– Up to 6 days programUp to 6 days program– Average age of travelers in their 30’sAverage age of travelers in their 30’s– Tipping is pre-oriented in Hong KongTipping is pre-oriented in Hong Kong

Cont…Hong KongCont…Hong Kong

– Considers Philippines value for moneyConsiders Philippines value for money– Loves Philippine seafoodLoves Philippine seafood– Very safety, time and health consciousVery safety, time and health conscious– Go shopping in big department storesGo shopping in big department stores

SingaporeSingapore

– Travel in cheap package tours with high Travel in cheap package tours with high hotel standardshotel standards

– Count every centavoCount every centavo– Speak EnglishSpeak English– Love to eat hot and spicy foods – check Love to eat hot and spicy foods – check

no beef or pork?no beef or pork?– Up to 5 days tour programUp to 5 days tour program– Average age of travelers in their 40’sAverage age of travelers in their 40’s– Conscious in tippingConscious in tipping

Cont… SingaporeCont… Singapore

– Loves Philippine seafoodLoves Philippine seafood– Very safety conscious ( peace and Very safety conscious ( peace and

order)order)– Time and health consciousTime and health conscious– Go shopping in big department storesGo shopping in big department stores– Buys a lot of Philippine specialties & Buys a lot of Philippine specialties &

delicaciesdelicacies– Always compare host country with homeAlways compare host country with home

Malaysian, IndonesiansMalaysian, Indonesians

– Love to travel in package tours if ethnic Love to travel in package tours if ethnic ChineseChinese

– Speak EnglishSpeak English– Love chilies and spicy foods – no pork?Love chilies and spicy foods – no pork?– Up to 6 days programUp to 6 days program– Average age of travelers in their 40’sAverage age of travelers in their 40’s– Knows how to tipKnows how to tip– Considers Philippines value for money Considers Philippines value for money

Cont… Malaysians, Cont… Malaysians, IndonesiansIndonesians

– Love Philippine seafoodLove Philippine seafood– Very safety, time and health conscious Very safety, time and health conscious – Go shopping in big department storesGo shopping in big department stores– Buy lots of Philippine specialties and Buy lots of Philippine specialties and

delicacies delicacies

ThaisThais

– Do not speak EnglishDo not speak English– Travel on multi-destination package tourTravel on multi-destination package tour– Chilies & spicy food is their main Chilies & spicy food is their main

concern in dining – no beef?concern in dining – no beef?– Tipping is pre-orientedTipping is pre-oriented– Travelers basically ethnic than ChineseTravelers basically ethnic than Chinese– Travelers in their 50’s Travelers in their 50’s

Central Asia & ChinaCentral Asia & China

• Mainland ChineseMainland Chinese– Travel in package tours with regular hotel Travel in package tours with regular hotel

standards but expect amenities in 3 stars hotel standards but expect amenities in 3 stars hotel rooms like what they have in Chinarooms like what they have in China

– Count every centavosCount every centavos– Speak very little EnglishSpeak very little English– Very meticulous with Chinese foodVery meticulous with Chinese food– Up to 6 days programUp to 6 days program– Average age of travelers in their 50’sAverage age of travelers in their 50’s

Cont… Mainland ChineseCont… Mainland Chinese

– Tipping is pre-orientedTipping is pre-oriented– Considers Philippines value for moneyConsiders Philippines value for money– love Philippine seafoodlove Philippine seafood– Very safety, time and health consciousVery safety, time and health conscious– Usually have local Chinese contacts or Usually have local Chinese contacts or

association for their activitiesassociation for their activities

IndiansIndians

– Travel in cheap package tours with high Travel in cheap package tours with high hotel standards hotel standards

– Count every centavoCount every centavo– Speak very accented EnglishSpeak very accented English– Very meticulous with food – chilies & Very meticulous with food – chilies &

curries – no beef?curries – no beef?– Up to 6 days programUp to 6 days program– Average age of travelers in their 40’sAverage age of travelers in their 40’s

Cont… IndiansCont… Indians

– Tipping is on a case-to-case basisTipping is on a case-to-case basis– Considers Philippine value for moneyConsiders Philippine value for money– Love Philippine seafoodLove Philippine seafood– Very safety, time and health consciousVery safety, time and health conscious– Go shopping under the bridge (Quiapo)Go shopping under the bridge (Quiapo)

EUROPEAN MARKETEUROPEAN MARKET

• BritishBritish– Travel in package tours with high hotel Travel in package tours with high hotel

standardsstandards– Count every centavoCount every centavo– Up to 15 daysUp to 15 days– Average age of travelers in their 50’sAverage age of travelers in their 50’s– Knows how to tipKnows how to tip– Considers Philippines value for moneyConsiders Philippines value for money– Love Philippines seafoodLove Philippines seafood

Cont…BritishCont…British

– Very safety, time and health consciousVery safety, time and health conscious– Go for beach holidays and love the sunGo for beach holidays and love the sun– Lager drinkersLager drinkers– Quite eccentric (odd behavior)Quite eccentric (odd behavior)– Love to play with words in speakingLove to play with words in speaking

FrenchFrench

– Travel in package tours with high hotel Travel in package tours with high hotel standardsstandards

– Up to 15 days programUp to 15 days program– Nationalistic – speak French even if they Nationalistic – speak French even if they

know how to speak Englishknow how to speak English– Average age of travelers in their 40’sAverage age of travelers in their 40’s– Knows how to tipKnows how to tip– Considers Philippines value for moneyConsiders Philippines value for money

Cont… FrenchCont… French

– Very safety, time and health consciousVery safety, time and health conscious– Go for beach holidays & love the sunGo for beach holidays & love the sun– GastronomeGastronome– Wine should always be available in their Wine should always be available in their

mealsmeals

GermansGermans

– Travel in package toursTravel in package tours– Knows very little EnglishKnows very little English– Wants to do what the locals doWants to do what the locals do– Up to 3 weeks programUp to 3 weeks program– Average age of travelers in their 50’sAverage age of travelers in their 50’s– Knows how to tipKnows how to tip– Make sure everything mentioned in the Make sure everything mentioned in the

brochure is included in the packagebrochure is included in the package

Cont… GermansCont… Germans

– Considers Philippines value for moneyConsiders Philippines value for money– Love Philippine beer and more on meat Love Philippine beer and more on meat

than seafoodthan seafood– Very time consciousVery time conscious– Go for more cultural aspect of the tourGo for more cultural aspect of the tour

ItaliansItalians

– Travel in package toursTravel in package tours– Knows very little EnglishKnows very little English– Wants to do what the locals doWants to do what the locals do– Up to 3 weeks programUp to 3 weeks program– Average age of travelers in their 50’sAverage age of travelers in their 50’s– Knows how to tipKnows how to tip– Considers Philippines value for moneyConsiders Philippines value for money

Cont… ItaliansCont… Italians

– Love Philippine beer and prefer more Love Philippine beer and prefer more meat than seafoodmeat than seafood

– Very time consciousVery time conscious– Sun loversSun lovers– Go for more cultural aspect of the tourGo for more cultural aspect of the tour– Be sure to include every detail of a tour Be sure to include every detail of a tour

as per itineraryas per itinerary

EASTERN EUROPEEASTERN EUROPE

– Filthy rich to those who can afford to Filthy rich to those who can afford to traveltravel

– Very particular about their shoppingVery particular about their shopping– Like most Germans – beer is their waterLike most Germans – beer is their water– Very time conscious of other people but Very time conscious of other people but

not themselvesnot themselves– Speak EnglishSpeak English

Middle EastMiddle East

• ArabsArabs– Travel individuallyTravel individually– Speak EnglishSpeak English– Accommodations with cooking facilitiesAccommodations with cooking facilities– Very generous with tips but only while Very generous with tips but only while

supply lastssupply lasts– Average age of travelers value for moneyAverage age of travelers value for money– Love Philippines seafoodLove Philippines seafood

Cont… ArabsCont… Arabs

– Considers Philippines value for moneyConsiders Philippines value for money– Love Philippine seafoodLove Philippine seafood– Very safety ( peace & order)Very safety ( peace & order)– Time is relative, they’re on vacationTime is relative, they’re on vacation– Be sure to arrange payment before Be sure to arrange payment before

serviceservice– Many have not seen rain at allMany have not seen rain at all

IsraeliIsraeli

– Travel in groupsTravel in groups– Very daring ( safety if an important Very daring ( safety if an important

concern)concern)– Very particular about the food they eatVery particular about the food they eat– Do not expect to give any tipDo not expect to give any tip– Be prepared to haggle up to the last cent Be prepared to haggle up to the last cent

on optional tourson optional tours– Time consciousTime conscious– Always looking for a bargain and business Always looking for a bargain and business

opportunitiesopportunities

AfricaAfrica

– Travel individuallyTravel individually– Stays in pension and 3 star-hotelStays in pension and 3 star-hotel– Very daring with safety concernVery daring with safety concern– Very particular about the food they eatVery particular about the food they eat– Don’t expect to give any tipDon’t expect to give any tip– Haggling for the cheapest price for Haggling for the cheapest price for

optional toursoptional tours– Always looking for a bargain & business Always looking for a bargain & business

opportunitiesopportunities

NORTH AMERICANORTH AMERICA

• CANADIANS & AMERICANSCANADIANS & AMERICANS– More senior travelersMore senior travelers– Travel in package toursTravel in package tours– More repeaters than first timers/war More repeaters than first timers/war

memorialsmemorials– Wants continental food/mcdonald’s & Wants continental food/mcdonald’s &

diners type of food or classydiners type of food or classy– 4 to 5 days program only4 to 5 days program only

Cont…Canadians/AmericansCont…Canadians/Americans

– Tipping is 19-15% by practiceTipping is 19-15% by practice– Considers Philippine value for moneyConsiders Philippine value for money– Love Philippine seafoodLove Philippine seafood– Very, safety, time & health consciousVery, safety, time & health conscious– Wants everything like home, - hot & cold Wants everything like home, - hot & cold

showers, aircon rooms, no pests or showers, aircon rooms, no pests or insects in the room, everything must insects in the room, everything must workwork

South AmericaSouth America

– More couples as travelersMore couples as travelers– Travel in package toursTravel in package tours– More first timersMore first timers– Speak Spanish or PortugueseSpeak Spanish or Portuguese– Wants meat as main courseWants meat as main course– 4 to 5 days program only4 to 5 days program only– Average age of travelers in their 50’sAverage age of travelers in their 50’s

Cont… South AmericaCont… South America

– Generous in tippingGenerous in tipping– Considers Philippine value for moneyConsiders Philippine value for money– Very safety, time and health consciousVery safety, time and health conscious

Central AmericaCentral America

– More couple travelersMore couple travelers– Travel in package toursTravel in package tours– More first timersMore first timers– Speak Spanish or PortugueseSpeak Spanish or Portuguese– Wants meat as main courseWants meat as main course– 4 to 5 days program only4 to 5 days program only– Average age of travelers in their 50’sAverage age of travelers in their 50’s– Generous in tippingGenerous in tipping– Very safety, time & health consciousVery safety, time & health conscious

Australians & New Australians & New ZealandersZealanders

– FIT travelersFIT travelers– Wants to do what the locals doWants to do what the locals do– Tips are given based on service renderedTips are given based on service rendered– Beer drinkersBeer drinkers– Considers Philippines value for moneyConsiders Philippines value for money– Shoppers of essential goods and very Shoppers of essential goods and very

few handicraftsfew handicrafts– Good, clean beds in rooms are okGood, clean beds in rooms are ok

Pacific IslandersPacific Islanders

– Looks very much like usLooks very much like us– Go for cosmopolitan lifestyleGo for cosmopolitan lifestyle– Island type of cuisine will do ( fish & Island type of cuisine will do ( fish &

coconuts)coconuts)– Shopping for essentials – go for big Shopping for essentials – go for big

department storesdepartment stores– Look for value accommodationLook for value accommodation

FilipinosFilipinos

– Big tippersBig tippers– Easier to relate withEasier to relate with– Happy go luckyHappy go lucky– Fun loverFun lover– Go for good accommodations, low-end budgetGo for good accommodations, low-end budget– Loves good foodLoves good food– Music loverMusic lover– Afraid of getting tan – hates the sunAfraid of getting tan – hates the sun– Love to be pampered, love bargainsLove to be pampered, love bargains