A new report from Sabre claims to have identified Australian and Kiwi travellers as either (most typically) ‘Explorers’ or ‘Connectors’.
Sabre says the report identifies regional polarisation of travel preferences and presents four new traveller ‘types’ emerging within Asia Pacific: Explorer, Connector, Follower and Opportunist, identifying top traveller types across 11 markets: Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Singapore and Taiwan.
‘Explorer’ is the number one traveller type (38%) in Asia Pacific – someone who seeks discovery and self-actualisation while valuing experiences that are spontaneous and flexible.
After ‘Explorer’ Australians and New Zealanders tend to be ‘Connectors’ (25%) – well-seasoned travellers who see sharing as a critical component of their travel experience, including via social media. 61% of Connectors say their sharing has inspired someone else to take a trip.
The study also reveals that four out of five Asian travellers say travel is no longer a luxury for them, it’s a necessity. Over one in three say they would travel for leisure three or more times per year. A small majority of Asian travellers are more ‘self-oriented’ (56%) in their travel and seek to take control of their trip (58%). One in three Asian travellers fall into the ‘Explorer’ category, making this the most common traveller type around the region. Notably though, after this there is an almost even split of travellers, by volume, between the three remaining traveller types.
Taking more control of a trip does not come at the expense of external support and trip guidance offered by travel providers and agents. In fact the study finds that over three in five Asians (64%) expect to use a travel agency for their next trip.
Using a psychographic assessment of travellers, the study finds that major polarisation exists across two key dimensions around the region: ‘Motivation’ – whether a traveller is motivated by ‘self’ or ‘others’ in their travel choices – and ‘Behaviour’ – specifically the level of control a person wants to exert over their trip.
However a small majority of travellers are more likely to be motivated to travel by self-oriented reasons (56%), seeking to build their own individuality and life experiences rather than the opportunity to gain experiences to share with others (44%). When it comes to behavior, more travellers would rather exert control in their trip (58%) over letting someone else take charge (42%). This reflects a growing sense of consumer empowerment and willingness to invest more effort in personalising the travel experience; pre, mid or post trip.
Explorer was the top traveller type for all 11 Asian markets surveyed, followed by:
- Connectors tend to be swaying their influence in Australia, Indonesia, Korea and New Zealand
- Followers are gathering together in Hong Kong, India, Japan, Malaysia and Singapore
- Opportunists are ready to go in China and Taiwan
Sabre says it is working with travel companies in the region to introduce new technologies that help them adapt and respond to these changing traveller types.
“We’re encouraging our customers in the travel industry to ask, ‘how do I evolve my offering to connect with these travellers in the way they want?’ That’s how they’ll capture their attention, and credit cards,” says ToddArthur, vice president of sales and market development for Sabre Travel Network Asia Pacific.