Kantar-亚太地区旅游业的未来

UnderstandPeopleInspireGrowthTHOUGHT-LEADERSHIP2022What’What’sTODAY&TOMORROW:THEASIANTRAVELLERadtheworldwhatisalreadyobvioustoearlytravellers,isthatthereturntotravelandtourismisnotthesameasitwaspre-pandemic.eunequivocallychangedduringandwillcometobearfortravelasitrampsupitsenginetomeettheneweareprioritisationexpectationsworldwideinflationmaychangethellerspassingthroughairports,andtechnologicalersworldwideaftera2-yearlull.Asindustryleadersembarkonre-shapinganindustryforeverchanged,ourteamofstrategicforesightandtomorrowaresettoimpacttheindustry,openingupnewopportunitiesandcreatinganindustryfitfortheWelookforwardtohavingconversationswithyouonhowtocreatethefutureoftraveltogether.MaryLauManagingDirector,ConsultingKantarinthisreport:NewexpectationsonProtectionandSafetyrespondingNomadrespondingNomadtotheDigitalWhatbeinghyperlocalmeansfor“Travelappeal”Futureswheretravellingthroughthemindbuildswellbeing2TODAY&TOMORROW:THEASIANTODAY&TOMORROW:THEASIANTRAVELLER3TimeAdoptionDigitalNomadsDeepWorldsTransformationalWorldsFamiliarWorldsGreenTravelTomorrowTomorrowTODAY&TOMORROW:TODAY&TOMORROW:THEASIANTRAVELLERTODAY&TOMORROW:THEASIANTRAVELLER4immediateradar?ThenewAsianconsumermotivations.Growthmayhavereturnedbuttheconsumerhasverydifferentexpectationsastheyadjusttoapost-COVIDworldwithinflationandunrest.Doyouhavearesponseplanready?4Sources:PacificAsiaTravelAssociation(PATA)TODAY&TODAY&TOMORROW:THEASIANTRAVELLERasusualforAsiansareeasing,travelisslowlyreturningand AfterCovidAfterCovid5forecastgrowthforthenumberofinternationalvisitorexpectedtobringtotalplantotravelwithintheircountriesintheinternationally.totravelinternationallytheywilldoso.gravitatedtowardstakingmini-vacations,insta-holidays,“B-leisure”tripsandtheirtravelitinerariesmotivated.enlightetreatsfdigitalnomads.GlobalMonitor2021TODAY&TOMORROWTODAY&TOMORROW:THEASIANTRAVELLERProtectiondominatestheNewAsianConsumerMotivations“Thisyear,weseeProtectionriseforthefirsttimeasthemostresonantconsumertrend.TheAsianconsumerswanttoreturntotravelbutonlyifthereisevidencethatitwillnotcarryanypersonalrisk.Healthcaresafetyprotocolandhealthcareaccessplayaheavyroleinleadingconsumerstodecidewhethertotraveltoacertaindestination.”AngeliaTeoHeadofFutures&Innovation,ConsultingSources:PwC2020,Reuters2022,McKinsey2020,Orden-Mejiaet.al.2022,KantarandbrandswhichcommunicateandyprotocolwillsootheAsia:Consumerstakingphysicalstepstoensureyourphysicalsafety79%weakenedbyInflationbutcomplaintsoflreadycomingthroughAsiansaremitigatingrisksinrelationtotheirmoneyofAsianconsumersconsideritimportant6Sources:PwC2020,Reuters2022,McKinsey2020,KantarGlobalMonitor2022TODAY&TODAY&TOMORROW:THEASIANTRAVELLERmotivationsthatwillshapeAsia:Consumersplanningtodoanytravelinthenext12months,2021IndonesiaChina38Malaysia35India29Australia28Thailand28Philippines26Vietnam26SouthKorea19Japan18HowdoesKantartrackthesetrendsannually?EnergyFrameworkcuratesnewmotivationswhichdriveconsumers’travelneeds,amongothersthroughanannualglobalstudy.Thismonitoringhighlightstheshiftinginterestsoftargetaudiences,therebybuildingagilityintobusinessrelevanceasbrandsareabletoanticipateandaddressconsumers’changingneeds.DigitisationwasheavilyimplementedtocopewithnewairportandimmigrationAsia:Consumersincreasinglywantproductsthatanticipatetheirneeds,202150%5450%managementattheforefront,travelisMentalhealthisakeypriorityofAsianconsumersreportsufferingfromressin7TODAYTODAY&TOMORROW:THEASIANTRAVELLERMAINSTREAMINGTRENDewdefinitionvacationerandthevacationingThedemandsofthedigitalnomadaremorepronouncedasdemandfulldigitalconnectivity.Sources:KantarGlobalMonitor2021,SouthWhatitistodayWorkarrangementsarenowfluidfromhomeinordertostayhealthyandsafeofemployeesinSoutheastAsiaprefertofindanewjobiftheyareforcedbacktotheofficeonafull-timebasisChinaMorningPost,May2022,TheMalaysianReserve,Feb2022additionalmonitors,privatewi-ficonnectionsandevenprivateroomsforvideoconferencing.Long-staypackagesandenhancedservicestoprovideforthenewneedsofremoteworkersandtheirfamiliesthatturnresortsintoerstwhilepreviouslystayedbetweenthreeand14nights,hotelsarereportingthattheyareseeinglongerstaysofuptothreemonths.8TODAY&TODAY&TOMORROW:THEASIANTRAVELLERMAINSTREAMINGTRENDindemandamongaymoreabouttraveloptionswithlowimpactandoptionsthatsupportlocalcommunitieswillingtomakemeansthattheycanbeamorethisdemandbyinnovatingeco-ternewaerodynamicplanethategoinggreen.Source:ChemicalandEngineeringNew2021,CNBC2021,KantarGlobalMonitor2021,SAPConcur2022Hilton’ssustainabilityeffortsreachtoeventsplanningasitdoublesitsinvestmentsinsocialimpact.ItgiveseventplannersanopportunitytohostaCarbonNeutralmeetingatitsparticipatinghotels.Airlines,too,arere-engineeringforsustainability.UnitedAirlineswasthefirstairlinetodemonstrateutilisationofsustainableaviationbiofuel,zerocabinwasteefforts,carbonoffsettingandoperationalefficiencies,allonasinglecommercialflight.9TODAY&TOMORROW:TODAY&TOMORROW:THEASIANTRAVELLERTODAY&TOMORROW:THEASIANTRAVELLERInthefuture,thenatureoftravelandembedgetawaysintworealms–thephysicalandmental.wehavecreatedthreenewtravelllmeettheconsumerattheirneed.TODAY&TODAY&TOMORROW:THEASIANTRAVELLEREMERGINGTRENDAsianconsumersseekoutfeelingsofsafetyevenastheyre-exploretheworld.Technologywilleasethestrainthroughfrictionlesstouchpoints.Anddata-sharingbetweenguestsandtraveloperatorswillmeanthatyoualreadyknowyourguestbeforetheyarrive–buildingevenmorefamiliaritythroughpersonalisation.prefertoplayitsafeandnottakewiththeexceptionofdssafetyandanalyticsforSources:Merkle2021,Airbnb2021,Sisense2022arlysignalsThetwocompaniestodisrupttoday’shospitalityexperience.canintuitivelytailortheonpurchasingbehaviourandstoredpersonalgtrustandstrengtheningconnections.launchedbiometricself-boardingatSeoulGimpoAir.Travellersarenowabletoproceedthroughsdomesticboardinggatesbyjustscanningtheirpalms,eradicatingtheneedforaphysicalboardingpass.TODAY&TODAY&TOMORROW:THEASIANTRAVELLEREMERGINGTRENDAshyperlocalitylocksintoretail,itwillspillovertotravel.Deeper,longerstayswillreplacewhistle-stoptoursandanchorthedeeptravellertoasenseofplace.Travellerswillwanttoimmersethemselvesinstoriesfromthelivingcommunitywheretheeveryday,nottheexceptional,iscelebrated.plantotakedomesticmonthsimportantforthemtoSources:KantarGlobalMonitor2021arlysignalspridesitselfon“humbleluxury”tryingtocreatemoreofasymbioticrelationshipbetweentheguestsandtheemployees.Manyofthetravellershavefalleninlovewithnotonlytheresort,butthemissiontohelpthesurroundingcommunitywiththisunder-the-radarschoolproject.CaptionbyHyatt(Memphis,US)integratesintotheneighborhoodthatitenticeslocalsfromtheareatohangoutatsanembeddedexperienceforhotelguests,toexperiencethelocalcultureaswellasgettoimmerseintoaluxuriousspinonhowlocalslive.TODAYTODAY&TOMORROW:THEASIANTRAVELLEREMERGINGTRENDreabletobetransportedandimmersedintonewworldsbothrealandcreatedHotelsarealsonolongerboundbytheirgroundsastheynowhavetheflexibilityofprovidingtheirservices,wherever,whenever.Alldesignedtosparkself-discovery,anaspecttravelisknowntounlockbutnowwithastrongerimperative.wouldbecomfortablespendingalotoftimeinanimmersive,digitally-generatedSources:GlobalMonitor2021ofAsianconsumersarelikelytobuyproductsorservicesthatwillenhanceheirsenseofemotionalwellbeingandrelaxationinthemostacutelyinSouthandHongKong(botharlysignalsGoodSpot(Poland),acontainerhotelpop-ervicespop-uphotelwillcometoyou,whereveryoufeelisa‘goodspot’.Despiteitsexterior,theinsideofthispop-uphotelisfullyequippedwithbeds,akitchenandshowerfacilities.havemeditativeeffects.It’stravellingthroughthemind,withoutphysicalevocations,andprovidinganessentialmentalhealthservice.TODAY&TODAY&TOMORROW:THEASIANTRAVELLEROurprovocationsforgrowthopportunitiesUseUsethenewconsumermotivationofprotectiontobuildyourbrand?Buildarevenuestreamfromyoursustainabilityeffortsthusfar?Oraproductthatdelightsthenewhybridwork-traveldichotomy?CreateanecosystemofpositiveactionbyparticipatingandinvestinginlocalcommunitiesUpdateyoursignatureexperiencestoexpresssafetyandprivacyevenwhileprovidinganultra-personalisedtouchExplorehowyoucandelightyourguestbygoingtowheretheyareorbeforetheyarriveTom