amadeus journey of me insights · also, tablet usage is more common than in other counties with 26%...

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Amadeus Journey of Me InsightsWhat Asia Pacific travellers want

(Thailand report)

Sample size: 400Amadeus Asia Pacific

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1. Methodology

2. Introducing the Journey of Me

3. The 4 themes

4. Demographic overview: Who we surveyed

5. What Thai 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 startling 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. Thai

respondents displayed a number of differentiating characteristics, in

particular a higher percentage (47%) of people booking their accommodations

for a trip in advance of booking the flight/ transport, which is significantly higher

than regional average of 35%.

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.

The good news is that 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. It’s

worth noting that Thai respondents show higher interest in receiving

recommendations at all stages of their travel compared to others in the region.

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 and personalised experiences, the majority of Thais are

even more willing to do so. 67% of Thai respondents are said to be somewhat

open while 12% are very open to sharing personal information with travel service

providers.

2Get real: Recommendations they

can trust

Rather than the glossy pictures of travel brochures or the carefully curated

Instagram feeds of celebrities, Asia Pacific travellers seek what’s genuine, and turn to their fellow travellers for inspiration.

However, social media savvy Thais prefer to receive updates or recommendations via social media (47%), in stark contrast to the average APAC travellers (19%).

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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 THAI TRAVELLERS WANT?

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_ Personalisation or privacy? The majority of Thai respondents are somewhat open (67%) or very open (12%) to sharing personal information with travel service providers. The statistics are significantly higher than regional averages (49% somewhat open and 15% very open).

_ Big screens vs small screens: Thailand is increasingly a mobile-first country with 61% or respondents using mobile for research and 56% using these devices to make bookings, ahead of the regional averages of 54% and 46% respectively. In addition, tablet usage amongst Thais is higher than the regional averages: with 26% of Thais using tablets for research (vs. 21% regionally), and 19% of Thais using tablets to make bookings (vs. 16% regionally).

_ Recommendations that matter: Recommendations that help save money (36%) are most useful according to Thai respondents (APAC average: 37%). Thais are less bothered by recommendations that expose them to new experiences (18%) compared to the regional average (24%).

_ Who knows better: Compared with the regional average of 34%, 44% of respondents in Thailand feel they have received relevant travel recommendations from travel blogs and forums.

7

_ Opportunities to inspire: 35% of Thai travellers do most of their travel planning during weekends, which is higher than the regional average of 32%. 33% of them also make travel plans while they are on holiday, which is significantly higher than the regional average of 25%.

_ The influencers: Thai travellers are a lot more influenced by social media than the rest of the region, with 1.2 out of 3 respondents using it to plan a trip versus 0.6 out of 3 regionally.

_ New technology: When it comes to using sharing economy services, the majority of respondents seldom or never use the apps and services mentioned, for both getting around (83%) or for accommodation during a trip (83%), which is much higher than the regional averages (64% and 71% respectively).

KNOW ME INSPIRE ME

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_ Reasons to stay connected: 43% of Thai travellers want to stay connected in order to use convenience apps like Uber or Foodpanda compared to 34% in the rest of APAC. The top reason for staying connected in Thailand is to access maps and location information (62%). This is closely followed by the 59% of respondents who want to stay connected to share pictures and experiences from their travels with friends and family.

_ How to get connected: Although Wi-Fi is the most popular way for Thai travellers to stay connected while travelling abroad, respondents also purchase international phone/data packages before leaving their home country (51%) and buy local sim cards at the destination (48%).

_ Apps that add value: 19% of Thai travellers do not use apps for travelling. Google Maps (32%), Facebook (30%) and LINE (25%) are the top 3 mobile apps used by Thais while travelling.

8

_ A good time to ‘talk’: Thai respondents show higher interest in receiving travel-based recommendations at all stages of their travel compared to the region. They are more interested in receiving recommendations especially when they are first considering taking a trip (96%) and when they are evaluating travel options (96%).

_ “You can reach me via…”: Tech savvy Thais prefer to receive updates or recommendations from social media (47%), as opposed to their regional counterparts’ at only 19%, while the rest of APAC favours email. The second preferred channel among Thai travellers is apps created by travel companies (e.g. airline apps, hotel apps) (19%) while email is ranked third (17%).

CONNECT ME TALK TO ME

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_ Speak my language: Compared to other APAC travellers, Thais are much less inclined to expect service staff (in hotel or shops) (8%) and tour guides (11%) to speak a language they speak/ understand as important to their trip, as opposed to most of their regional counterparts at 47% and 46% respectively. Only 25% of Thais expect newspapers or TV programmes in their language compared to 40% of APAC respondents. Among all the choices, religious facilities were relatively more important (36%).

_ New world, new options: The main reason Thai travellers use sharing economy services is for ease of use and convenience. However, 84% of Thais have seldom or never used these apps indicating there is room for improvement.

_ Great expectations: 30% of Thai respondents state that their hotel or accommodation providers have exceeded their expectations, which is higher than the regional average of 24%. Thais are slightly easier to please than other nationalities with only 11% saying that their expectations had never been exceeded, versus the regional average of 14%.

9

_ Travel stoppers: Although recent terror attacks (64%) and the likelihood of a natural disaster (e.g. earthquake, typhoon) (59%) are still important factors that affect the likelihood of people travelling to a certain destination, inclement or extreme weather (66%) concerns Thai respondents the most. This is a lot more than other APAC travellers (at only 45%).

_ Safety updates: Thai respondents wish to receive safety or security updates from different sources to other APAC travellers. Friends and family (58%) is the top channel that respondents prefer to receive safety or security updates at their destination from, followed by hotel (55%). While its neighbouring Malaysia places embassy of government as its top choice, this was ranked third in Thailand.

DELIGHT ME CARE FOR ME

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Demographic overviewWho we surveyed

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

Age Primary reason for travel

DEMOGRAPHIC OVERVIEWA snapshot

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Male48%Female

52%

18 to 2417%

25 to 3428%

35 to 4421%

45 to 5417%

55 +17%

1-2 trips in the last 12 months

53%


38%


5%

13 trips or more in the last 12 months

4%

Business24%

Leisure73%

Other3%

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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.

Thailand is increasingly a mobile-first country with research (61%) and bookings (56%) made on mobile ahead of the regional averages of 54% and 46% respectively. Also, tablet usage is more common than in other counties with 26% of Thais using tablets for research (vs 21% regionally) and 19% of Thais using tablets for bookings (vs. 16% regionally).

KNOW ME

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76%

54%

21%

8%

69%

61%

26%

8%

Laptop/desktop computer

Mobile phone

Tablet

I get someone else to do it for me (e.g. a travelagency)

Research your trip

74%

46%

16%

12%

65%

56%

19%

9%

Laptop/desktop computer

Mobile phone

Tablet

I get someone else to do it for me (e.g. a travelagency)

Book your trip

APAC Thailand

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

47% of Thai travellers book their accommodation for a trip in advance of booking the flight/transport, which is significantly higher than the regional average of 35%. They are less likely to book accommodation at the same time as booking the flight/transport (23%) compared with the regional average of 36%.

KNOW ME

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When do travellers book accommodation

35%

36%

27%

2%

47%

23%

29%

2%

In advance of booking the flight/transport

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

After booking the flight/transport, but beforedeparture

After landing or reaching the destination

APAC Thailand

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

Recommendations that help save money (36%) and help travellers plan itinerary (30%) are the top two most useful types of information according to Thai respondents. Compared with the regional average of 24%, respondents in Thailand are less likely to find recommendations that expose them to new experiences useful (18%).

KNOW ME

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Most useful recommendations for leisure travel

37%

29%

17%

28%

27%

27%

24%

0%

36%

26%

18%

29%

29%

30%

18%

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 best sightseeingoptions

Recommendations that ensure my safety

Recommendations that help me plan my itinerary

Recommendations that expose me to new experiences

Other, please specify

APAC Thailand

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

Baby boomers are more likely to look for recommendations that ensure their safety (38% compared to 26% Millennials and 25% Gen X). Generation X respondents are more interested in recommendations that help them save money (46%) compared to 32% of millennials and 31% of baby boomers.

KNOW ME

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Most useful recommendations for leisure travel

32%

27%

20%

27%

26%

30%

19%

0%

46%

28%

13%

32%

25%

30%

19%

0%

31%

24%

19%

32%

38%

29%

16%

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 best sightseeingoptions

Recommendations that ensure my safety

Recommendations that help me plan my itinerary

Recommendations that expose me to new experiences


18-35 (Millennials)

36-51 (Generation X)

52-70 (Baby boomers)

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

Thai travellers find online booking sites provide the most relevant recommendations. Compared with the regional average of 34%, 44% of respondents in Thailand feel they have received relevant travel recommendations from travel blogs and forums.

KNOW ME

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Platforms that have sent travellers relevant travel recommendations

29%

34%

32%

50%

15%

18%

48%

47%

34%

4%

30%

36%

30%

53%

21%

20%

51%

48%

44%

1%

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

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?

The majority of Thai respondents are somewhat open (67%) or very open (12%) to sharing personal information with travel service providers. These statistics are significantly higher than the regional averages 49% (somewhat open) and 15% (very open).

KNOW ME

Openness to sharing personal information with travel providers

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8%

28%

49%

15%

2%

20%

67%

12%

Not at all open

Somewhat notopen

Somewhat open

Very open

APAC Thailand

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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?

35% of respondents in Thailand do most of their travel planning during weekends, which is higher than the regional average of 32%. 33% of them also do their travel planning while they are on holiday, which is significantly higher than the regional average of 25%.

INSPIRE ME

When travellers plan their travels

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5%

32%

14%

22%

25%

2%

6%

35%

10%

16%

33%

1%

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 Thailand

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 lowestThai travellers are far more influenced by social media than those from the rest of the region. 1.2 out of 3 Thai respondents use social media to plan their trip versus 0.6 out of 3 regionally. Online booking or travel sites (Expedia, Skyscanner etc.) have the greatest influence in trip planning among other channels (scoring 1.3 out of 3), followed by friends/family/colleagues (word of mouth or through social media) and social media (general or sponsored content on Facebook, Twitter, Instagram etc.) which both scored 1.2 out of 3.

INSPIRE ME

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

Sources that influence travellers’ trip planning

0.6

1.0

0.6

0.3

0.5

1.2

1.2

0.6

0.1

0.6

0.6

1.2

0.2

0.3

1.3

1.2

0.5

0.2

Travel blogs or forums

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

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

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 Thailand

(Continued) 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, it’s the baby boomers who are most influenced (1.5 out of 3) by online booking or travel sites (e.g. Expedia, Skyscanner etc.) compared to others at 1.2 out of 3. However, as a generation they also look to travel agents (0.6 out of 3) more than others (0.2 out of 3 for millennials and Gen X).

INSPIRE ME

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Sources that influence travellers’ trip planning

0.6

0.6

1.2

0.2

0.2

1.2

1.1

0.6

0.3

0.6

0.9

1.3

0.2

0.2

1.2

1.2

0.3

0.1

0.4

0.5

1.0

0.2

0.6

1.5

1.3

0.5

0.1

Travel blogs or forums

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

Social media (General or sponsored content on Facebook, Twitter, Instagrametc.)

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

18-35 (Millennials)

36-51 (Generation X)

52-70 (Baby boomers)

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

Thai travellers are more interested in using an augmented reality mobile app (76%) compared to other travellers in APAC (76%) and are less interested than others in using a chat bot service (34% vs 44% regionally).

INSPIRE ME

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New technologies travellers are most interested in


1.0

1.4

1.2

0.8

1.0

1.0

1.7

1.1

0.6

1.0

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

An augmented reality mobile app that delivers digitaloverlays containing interactive information about the culture or history of

the site where you are at, using your phone camera

A 360 degree interactive videothat allows you to experience something you would see on 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 Thailand

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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?

43% of Thai travellers want to stay connected to use convenience apps Uber or Foodpanda compared to 34% in the rest of APAC. Accessing maps and location information (62%) is the top reason for Thai respondents to stay connected when they travel. 59% of Thai respondents also stay connected to share pictures and experiences from their travels with friends and family, followed by researching things to do at the destination (53%).

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%

45%

32%

59%

33%

43%

53%

39%

62%

46%

0%

1%

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…

Research things to do at the destination

Translate local language

Access maps and location information

Let people know I’m safe


I prefer to disconnect completely when I travel

APAC Thailand

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

Although Wi-Fi is the top way for staying connected while travelling abroad, respondents in Thailand also tend to have mobile phone connectivity including international phone/data packages purchased before leaving their home country (51%) and local sim cards purchased at the destination (48%).

CONNECT ME

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How travellers choose to stay connected when travelling abroad

25%

36%

36%

43%

33%

71%

21%

31%

51%

48%

37%

69%

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

APAC Thailand

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

To

p 3

mobile

apps u

sed

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Top 3 mobile apps used while travelling

12 3

Google Maps (32%) is the most popular mobile app used by Thais while travelling, followed by Facebook (30%) and LINE (25%). About one fifth of Thai respondents do not use apps when they travel.

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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?

Thai respondents show more interest in receiving travel-based recommendations at all stages of their travel compared to others in the region. They are more interested in receiving recommendations especially when they are first considering taking a trip (96%) and when they are evaluating travel options (96%).

TALK TO ME

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

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% of travellers interested in receiving travel-based recommendations…

95%

94%

90%

85%

83%

61%

96%

96%

94%

89%

87%

66%

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 Thailand

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

Social media savvy Thais prefer to receive updates or recommendations via social media (47%), as opposed to their regional counterparts’ at only 19%. The majority of APAC respondents favour email. The second preferred channel among Thai travellers is apps provided by travel companies (e.g. airline apps, hotel apps) (19%) while email is ranked third (17%).

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

20%

19%

35%

19%

7%

12%

19%

17%

47%

6%

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

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

Email

Social media

Phone call

APAC Thailand

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

Interestingly, female travellers are more influenced by social media than male travellers (1.3 out of 3 vs. 1.0 out of 3). However, when it comes to receiving recommendations or updates about their trip, 43% of female travellers want to receive updates via social media compared to 50% of male travellers. Thai women prefer email updates (21%) in comparison to their male counterparts (13%).

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

11%

19%

13%

50%

6%

12%

16%

21%

43%

6%

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

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

Email

Social media

Phone call

Male

Female

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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?

When it comes to using sharing economy services, the majority of respondents seldom or have never used the apps and services mentioned, for both getting around (83%) or for accommodation during their trip (83%), which is much higher than the regional averages (64% and 71% respectively). It seems that Thais are not quite embracing the sharing economy just yet!

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25%

39%

27%

10%

35%

48%

14%

4%

Never

Seldom

Often

VeryOften

Apps like Uber, Grab, Lyft, Ola, Didi Chuxing etc. to get around during my trip

APAC Thailand

32%

39%

22%

7%

45%

38%

13%

4%

Never

Seldom

Often

VeryOften

Apps or services like Airbnb, Couch Surfing etc. for stays during my trip

APAC Thailand

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

DELIGHT ME

As expected, Thai millennial travellers are the most likely age group to have used sharing economy apps.

There is also a notable difference in sharing economy adoption for those travelling more frequently compared to those who only travel once or twice per year. While only 10% of infrequent Thai travellers use ridesharing apps and also only 8% use accommodation apps, these figures are a lot higher for travellersthat take eight or more trips per year.

Interestingly, Thai females use sharing economy services less than males, 14% vs. 21% for getting around and 16% vs 18% for accommodation.

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By travel frequency

By age By gender

21%

18%

14%

16%

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

Male Female

22%

22%

14%

9%

13%

15%

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)

10%

8%

26%

25%

26%

35%

Apps like Uber, Grab, Lyft, Ola, Didi Chuxing etc. to get around during my trip

Apps or services like Airbnb, Couch Surfing etc. for stays during my trip



8 trips or more in the last 12 months

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

Thai travellers’ main reason for using sharing economy services is for ease of use and convenience. The next reason for getting around during trips is ‘better quality/service’ (45%) while for accommodation during trips, the top reason is ‘cost saving’ (51%).

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43%

36%

34%

37%

60%

25%

36%

45%

41%

25%

65%

23%

Cost saving

Better quality/service

Better safety/security

More flexible solution

Easy touse/convenient

More local experience

Get around during trips

APAC Thailand

46%

34%

29%

36%

48%

32%

51%

45%

30%

38%

55%

33%

Cost saving






Stays during trips

APAC Thailand

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

Thai women use sharing economy services less than Thai men. 14% of women use apps for getting around, compared to 21% of men, while 16% of women use accommodation apps compared to 18% of men.

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41%

48%

38%

29%

64%

24%

31%

42%

43%

21%

67%

22%

Cost saving






Get around during trips

55%

46%

28%

43%

59%

34%

47%

44%

32%

32%

51%

32%

Cost saving






Stays during trips

Male

Female

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

Compared to other APAC travellers, Thais are much less inclined to expect service staff (in hotel or shops) (8%) and tour guides (11%) to speak a language they understand, as opposed to most of their regional counterparts at 47% and 46% respectively. Only 25% of Thai travellers expect to have newspapers or TV programmes in their language compared to 40% of APAC respondents.

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

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

36%

47%

46%

32%

40%

29%

8%

11%

36%

25%

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) you speak/understand

Regional Thailand

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

Women generally have higher expectations than men about what they find at the destination. 35% of female Thai travellers want food and beverage from their home country at the destination compared to 22% of males. Meanwhile, 40% want religious facilities compared to 31% of males.

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

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

22%

8%

12%

31%

20%

35%

8%

10%

40%

29%

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

Male

Female

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

30% of Thai respondents stated that hotels or other accommodation providers have impressed them and exceeded their expectations, which is higher than the regional average of 24%. Thais are slightly easier to please than other nationalities with only 11% saying that their expectations have never been exceeded, versus the regional average of 14%.

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

15%

24%

23%

13%

11%

14%

18%

30%

22%

11%

10%

11%

Airlines

Hotel or other accommodation providers

Booking sites

Travel agent

Tour operators

A travel provider has never exceeded myexpectations

Regional Thailand

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Care for Meand keep me safe and secure

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Q19. On a scale of 1 – 5, how much would each of the following affect your likelihood to travel to a certain destination?(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)

Although recent terror attacks (64%) and the likelihood of a natural disaster (e.g. earthquake, typhoon) (59%) are still important factors that affect the likelihood of people travelling to a destination, inclement or extreme weather (66%) concerns Thai respondents the most. This is a lot more than other APAC travellers (at only 45%).

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* Percentage of respondents assigning score of 4-5 for each option is presented.

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

45%

48%

52%

32%

62%

54%

66%

48%

49%

33%

64%

59%

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 Thailand

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

Thais’ expectations of who they’d receive safety or security updates from differs from other APAC travellers. Friends and family (58%) is the top channel that respondents prefer to receive safety or security updates at their destination from, followed by their hotel (55%). Unlike neighbouring Malaysia who place embassy/government as their preferred channel, Thais only ranked this third with 52%.

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Preferred sources of safety or security updates

45%

49%

46%

41%

38%

36%

45%

49%

16%

0%

47%

49%

48%

55%

36%

42%

52%

58%

14%

0%

Travel agent

Booking site

Transport provider (e.g. Airline, train line, bus…

Hotel

Tour operator

Immigration/border security

Embassy/government

Friends/family

Your employer if you’re travelling for business

Other provider, please specify

APAC Thailand

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