|Over 40 per cent of South East Asians are open to visiting Australia.|
Tuesday, 26th June 2012
Source : Wego
The demographic of South East Asians travelling to Australia is shifting, with the next generation effectively redefining the market, according to a poll commissioned by leading Asia/Pacific travel metasearch site, Wego.com.
The study revealed that traditional group travel is in decline and Singaporean, Indonesian, Malaysian, Thai, Vietnamese and Filipino travellers now have a preference for travelling freely, and on a more individual basis.
The findings are being presented today by Craig Hewett, Wego Co-Founder and Chief Commercial Officer to delegates of the Australian Tourism Exchange in a reboot of the way the industry sees six key markets that together account for 15 per cent of inbound traffic (source: Australian Bureau of Statistics).
When 47 per cent of respondents identify with the statement: ‘I like to make my own plans, booking my flights and hotels independently,’ Hewett feels the industry has to take notice. Only one in five prefer a package holiday – with an equivalent number entirely spontaneous in their decision-making: ‘I look out for special offers and will take one of those and go.’
Just 14 per cent agreed: ‘I like to travel as part of an organised group.’
“The respondents are a representative mix in terms of age and status. A quarter give Bahasa Indonesia as their preferred language reflecting the relative size of that market. They know what they want and for the vast majority it is not a group tour,”
Almost half of South East Asian travellers use online travel sites, women accounting for more at 57 per cent. 61 per cent of respondents say they also look to advice from family and friends. Only a quarter use a travel agency.
Wego also polled South East Asian travellers about their plans to visit Australia. A remarkable 41 per cent acknowledged the country as ‘on the list of places I’d like to visit’. 11 per cent have family or friends located there. 13 per cent have been and would go again. Only 10 per cent said it did not appeal as a destination with 3 per cent not planning to return.
Around a third of respondents also believe Australia is getting cheaper now that there are budget carriers flying there. A third see the cost of an Australian holiday as comparable to other destinations in the region. Hewett commented,
“The buying signals are there. Two-thirds of respondents are positively inclined towards Australia and the perceived cost is not a significant barrier.”
He will be urging delegates to prioritise Indonesia in particular. Wego.co.id has recorded 100 per cent year on year growth in the volume of searches for Australian destinations. A disproportionately high number of these searches are by users profiled as ‘early adopters’ and ‘free spenders’ according to Wego’s demographic analysis. He sees this community as the new growth segment.
“Australia has everything to offer this more confident, independent and often spontaneous mix of travellers. South East Asia as a region and Indonesia in particular are growth markets that Australia has a unique opportunity to develop. Don’t miss it.”
Wego compares the price and availability of flights and hotels across hundreds of different travel sites. The company recently launched 40 localised sites in 30 languages, including multi-lingual metasearch engines in Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines. Wego is head-quartered in Singapore, with offices in India, Indonesia and Australia. www.wego.com
The Wego South East Asia Travel Poll was commissioned from EffectiveMeasure, a leading online audience measurement solution, head-quartered in Melbourne and invested in Oceania, South East Asia, the Middle East, North and South Africa.