Destinations with pristine beaches and upscale hotels are most likely to attract affluent Asian travellers, according to new study by Visa.
According to the ‘Visa Affluent Study 2015’, which monitored affluent consumers in eight Asia Pacific markets, beaches were most desirable attraction (44% of respondents) for Asian travellers, followed by shopping malls (36%) and visiting landmarks (35%). More than a quarter (27%) also said they travel to try out local restaurants.
Relaxing on a beach was the most popular activity among respondents from several countries, including China (55%), Indonesia (51%) and India (47%). Affluent travellers from Hong Kong (46%) and Japan (43%) are the most likely to go sightseeing independently, while those from Japan (32%), China (31%) and Singapore (29%) also ranked culinary tourism highly.
In terms of destination, Japan (26%), Hong Kong (25%) and Australia (21%) were found to be the most popular family holiday choices. In terms of trip frequency, Singaporean and Chinese respondents took the most holidays (3.1 trips in the last 12 months), followed by Hong Kong (2.8) and India (2.0).
“Family vacations have become important occasions that affluent families in the region look forward to every year. However, where the family chooses to go – whether it is for cultural activities, kicking back at a resort, or a shopping and dining extravaganza – is highly driven by the types of authentic and discerning experiences that the destinations can offer,” said James Lim, Visa’s head of consumer products for Asia Pacific.
Predictably, affluent Asian travellers are more likely to pick upscale (48%) and luxury (39%) hotels, according to the study. Respondents from China (67%), Hong Kong (53%), Singapore and Japan (both 49%) preferred upscale accommodation, while respondents from Australia (49%) would rather stay in boutique hotels.
“For the affluent, accommodation quality is just as important as destination offerings for a complete holiday experience,” added Lim.
Overall, 82% of respondents said they have travelled with their families in the past 12 months.
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