New research by Protect Group, Web in Travel, and Phocuswright reveals a significant shift in booking behaviour among travellers in Northeast Asia, driven by increasing geopolitical instability and evolving regulations. The study highlights that 67% of Chinese travellers now prioritise flexible or refundable booking options, reflecting a broader trend across the region.

The research, sponsored by Protect Group, indicates that awareness of refund protection has reached 73% in China, with purchase intent climbing to 88%. This trend is mirrored in South Korea, where awareness stands at 75%, whilst Japan lags slightly at 62%, suggesting room for growth. The demand for refund protection is closely linked to travellers' perceptions of risk, with 50% having experienced recent disruptions.

Stephen Joyce, Global Strategy Lead at Protect Group, noted, "When travellers have personally experienced cancellations, disruptions, or ongoing uncertainty, flexibility stops being a convenience and becomes essential." This sentiment underscores the growing importance of products that offer peace of mind, presenting travel brands with an opportunity to build trust and drive conversions.

The study also found that nearly 30% of travellers are postponing bookings, opting to book closer to their travel dates to minimise risk. In China, this trend is particularly pronounced, with almost half of travellers delaying bookings. This shift is affecting travel businesses, highlighting the need for reassurance and protection during the booking process.

As uncertainty continues to shape travel decisions, Refund Protect, Protect Group's flagship product, offers a 100% refund of the booking value, enhancing consumer confidence and satisfaction. This development reflects a structural change in travel behaviour, anticipated to intensify with ongoing global volatility

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.