Comparative P2 P

ASIA PACIFIC TRAVEL
TRENDS 2017
Travel Habits, Behaviours, and Influencers of Chinese,
Japanese, and Australian Travellers
METHODOLOGY Data Collection Method
ONLINE SURVEY Quantitative Survey
Field Work
30 March – 7 April 2017
Qualifying Criteria
Must have booked online
travel in the past year
Sample Size
China: n=1000
Japan: n=1001
Australia: n=1000
Total: n=3001 2
LAST TRIP
LOOK BACK
BY COUNTRY
NUMBER OF Number of Trips Taken in the Past Year
TRIPS PER
YEAR VARIES 5.3
SIGNIFICANTLY 4.3 4.4
BETWEEN 3.3
THE THREE
COUNTRIES
The Chinese know how to travel,
taking the most amount of trips
per year
TOTAL China Japan Australia
4
Trips in the Past Year TRAVELLERS
FROM ALL THREE
5.3
COUNTRIES TAKE, ON
AVERAGE, MORE
4.4
3.3
3.1 3.2 THAN 4 TRIPS A YEAR
2.5
2.1 The Japanese and Chinese take roughly the
1.4 same amount of personal trips
0.8
The Chinese take the most business trips
Total Business Personal
Notable Country Difference

China Japan Australia
Q9: Typically, how many personal/leisure and business trips do you take per year?
Q10: What types of vacations have you taken in the past year? 5
Total (n=3001) China(n=1000) Japan (n=1001) Australia (n=1000)
TIME SPENT ON Time Spent on Vacation
VACATION for
THE THREE 10.6
COUNTRIES
ALSO VARIES 6.7
6.3
WIDELY
3.4
Australians take the longest trips by far
The Japanese take the shortest vacations
TOTAL China Japan Australia
6
27% 14%
AUSTRALIANS
TRAVELLERS ARE
THE MOST LIKELY
TO TRAVEL
INTERNATIONALLY
73% 86%
The Japanese are the most likely to
travel domestically 45% 29%
In general, the three countries in this

region show a preference to travelling
domestically with Australians travelling
TOTAL
the most internationally
55% 71%
7 In my country Outside my country

THE TYPE OF VACATION VARIES FOR ALL THREE
COUNTRIES OVER THE PAST YEAR
CHINESE: seek relaxing trips but they also enjoy JAPANESE: love to sightsee and they also AUSTRALIANS: visit their family members more
sightseeing, bleisure, and family play trips show a strong preference for stay-cations often, followed closely by relaxing and sightseeing
74%
62% 61%
49% 42% 44% 43%
29% 35%
20% 26% 20%
9% 9% 11%
Relaxing Sight-seeing Bleisure Family Play Romantic Getaway
51% 54%
25% 24% 19% 28% 31%

16% 19% 18% 22%
11% 10% 13% 11% 6%
0% 3%
Party Activity based Visiting Family Special Event Stay-cation Other
TRAVELLERS IN ALL THREE COUNTRIES TRAVELLED
BY PLANE TO GET TO THEIR DESTINATION
Australians are the most likely to The Japanese are the most likely to travel by car and train
travel by plane and use all three travel methods fairly evenly
How did you get to your destination?
66% 72%
37%
31% 25%
21% 20%
9%
1%
Plane Car Ride Train Ride
China Japan Australia Notable Country Difference
HOTELS ARE THE MOST POPULAR PLACE TO STAY
ACROSS ALL THREE COUNTRIES
JAPANESE: prefer staying in hotels CHINESE: prefer hotels, though not quite as AUSTRALIANS: prefer hotels, but they also stay
strongly as the Japanese with family and friends
90%
75%
50%
20%
11% 12%
6% 6% 5% 5% 7% 6%
2% 0% 3% 0% 0% 2%
Hotel Resort Home sharing With family/friends Cruise Other

(HomeAway, Airbnb,
VRBO)
Q15. How long w as your vacation?

Q16. How did you get to your destination? 10
Q17. Where did you stay on your last trip?
WHEN ASKED ABOUT INTERNATIONAL OR DOMESTIC
TRAVEL, HERE’S HOW THEY RESPONDED
CHINESE: prefer domestic travel by just under JAPANESE: are the least likely to travel AUSTRALIANS: prefer domestic travel with just
three quarters internationally under half leaving the country
14%
27% 45%
Outside my Country Outside my Country Outside my Country
Q13. What type of vacation did you last book online?

Q14. Was the trip….? 11
WHEN ASKED ABOUT THE TYPE OF VACATION THEY LAST
BOOKED ONLINE, HERE’S HOW THEY RESPONDED
The Japanese and Chinese stayed in their country and took Australians vacation domestically and nearly a quarter take
relaxing (China) or sight-seeing (Japan) vacations vacation to visit family
39%
34%
24%
20% 17% 19%
14% 16%
7% 6% 5% 6% 4% 4% 4%
Relaxing Sight-seeing Family Play Romantic Getaway Party
24%
10% 7%
4% 2% 2% 3% 5% 3% 4% 4% 2% 2% 2% 3% 4%
1% 0
Bleisure Visiting Family Activity based Special Event Stay-cation Other
Q13. What type of vacation did you last book online?

Q14. Was the trip….? 12
81% 71%
BUDGET WAS A 64%
PRIMARY FACTOR
FOR TRAVELLERS
IN ALL THREE Yes No Yes No Yes No
COUNTIES WHEN
BOOKING THEIR Proportion Spent On Proportion Spent On Proportion Spent On
LAST TRIP
Hotel 18% Hotel 34% Flight 25%
Food 16% Food 17% Hotel 23%
CHINESE: were the most likely to consider budget on Shopping 16% Flight 14% Food 16%
their last trip

Flight 15% Transportation 14% Transportation 9%
Attractions/Tour
Attractions/Tours 15% Shopping 11% 9%
JAPANESE: spent a much larger portion of their budget s
on the hotel than Chinese or Australian travellers Attractions/Tour
Transportation 11% 6% Shopping 9%
s
Home sharing 5% Other 3% Other 5%

AUSTRALIANS: budget more for flights than travellers
from the other two countries Other 4% Home sharing 1% Home sharing 4%
Q18. Was budget a primary factor w hen you were researching/ booking your last trip?
13 Q19. How much total did you spend on your last trip, including flight, hotel, transportation, food, shopping, tours etc.?
Q20. What proportion of your travel budget did you spend on each of the follow ing?
WHY THEY
CHOOSE
DESTINATIONS
ALTHOUGH CHINESE TRAVELLERS SAY THEY ARE LOOKING
FOR DEALS, FEELING PAMPERED, ACTIVITIES, AND
EXPERIENCES ARE SIGNIFICANTLY MORE IMPORTANT
Feeling pampered during my vacation 170
Activities I will be doing on my trip 169
A once in a lifetime experience 158
A place where I can vacation with friends 155
My food experience 149
The cultural experience 145
Taking memorable pictures 136
Outdoor activities 121
Somewhere unique that will produce shareable photos 119
A place that is kid friendly 110
Recommendations from family & friends 109
Professional reviews 85
Deals and/or special offers 76
Lowest Price 65
Based on ranking of most/least important considerations in choosing last trip using rotations of considerations and Max -Diff Scaling. 15
JAPANESE TRAVELLERS PLACE THE HIGHEST IMPORTANCE
ON THEIR FOOD EXPERIENCE, AS WELL AS LOWEST PRICE
WHEN PLANNING A TRIP
Lowest Price 184
Transportation available on the trip 142
Flight time 103
Shopping experience 100
Professional reviews 99
Online reviews from other travelers 96
ACTIVITIES LEAD THE WAY IN TERMS OF IMPORTANCE FOR
AUSTRALIAN TRAVELLERS, WHILE PRICE AND DEALS
FOLLOW CLOSELY BEHIND
Lowest Price 167
A once in a lifetime experience 150
Outdoor activities 117
Transportation available on the trip 105
Somewhere unique that will produce shareable photos 89
Online reviews from other travelers 81
DETERMINING FACTORS FOR CHOOSING
A DESTINATION
CHINESE: look to reviews and informative content JAPANESE: show a strong preference for deals AUSTRALIANS: pay close attention to deals before making
that features deals before making decisions and informative content as significant influencers a decision and they like informative reviews of places
(% of TRAVELLERS Who Somewhat Agree/Strongly Agree With The Statement)

92% 91% 88% 88%
78% 76% 80%
66%
56%
I read reviews of places I want to visit from sites like TripAdvisor Informative content from destinations and/or travel brands I look for deals before making a decision
before making my final decision can influence my decision making process
88% 82% 76%

70%
53% 49% 55%
43% 45%
I talk to people who have visited the place before making a I use loyalty programs in my decision making process Ads can be influential in my decision making process
decision
Q32. Please select to w hat extent you agree w ith the follow ing statements. (Please select one for each statement)
Q33. How can ads help influence in your decision making process? (Please select all the apply) 18
DETERMINING FACTORS FOR CHOOSING
A DESTINATION
CHINESE: are researching the most prior to travel JAPANESE: gravitate to imagery that looks AUSTRALIANS: pay close attention to deals/content before
and pay the most attention to imagery in ads appealing and especially deals that look appealing making a decision and they like deals that look appealing
How can ads help influence in your decision making process?
66% 63%
54%
44% 47% 46% 45%
37% 40%
29% 28% 24%
14% 13%
5%
The imagery in the ad looks The content in the ad is The deals advertised look The ad includes helpful None of the above
appealing informative appealing reviews
HOW THEY
BOOK ONLINE
TRAVEL
DESKTOPS DOMINATE THE PATH TO PURCHASE,
WHILE SMARTPHONES DOMINATE IN-TRIP
The Chinese are far more likely to use their smartphone when looking for inspiration on where to travel than the
Japanese and Australians
Smartphone Tablet Desktop/Laptop
71% 77%
When I’m looking for inspiration 50% 53% 63%
on where to travel 35%
18% 11% 19%
81%
When I’m researching on 44% 38% 75%
27% 72%
where to travel 21% 10% 20%
76% 84%
When I’m booking the travel 51% 57%
31% 27% 24%
7% 14%
78% 75% 62%

25% 28% 37%
During my trip 17% 23% 21%
Q47. For each of the follow ing statements, which device(s) do you use? Please select all that apply.
Q48. Which of the follow ing activities relating to your travel did you start one device and continue and finish on another? 21
MOVEMENT BETWEEN DEVICES INDICATES A
PATTERN OF CROSS-DEVICE USAGE
The Chinese are the most likely to start activities on The Japanese tend to stick with one device
one device and finish on another
Which of the following activities relating to your travel did you start one device and continue and finish on another?
68%
58% 54% 53% 50%
39% 35% 33% 34%
30% 32% 27%
21% 25%
10%
Looking up maps/directions Looking up attractions Looking up hotels Looking at destinations or Looking up restaurants
looking at destination ideas
50%
39% 36% 40%
27% 26% 29% 30%
18% 22%
9% 7%
Looking up transportation Looking up booking information Looking up pricing discounts None of the above
Q48. Which of the follow ing activities relating to your travel did you start one device and continue and finish on another?
Total (n=3001) China(n=1000) Japan (n=1001) Australia (n=1000) 22
MOST BOOKED THEIR LAST ONLINE TRIP LESS THAN 3 MONTHS AGO, AND
ONCE A DECISION IS MADE, 65% OF THEM USUALLY BOOK WITHIN 3 WEEKS
Although the Japanese and Australians were likely to have booked their last trip in the last three months, the Chinese were
the most recent to have booked travel and the fastest to make a decision
Last time you booked online travel

55%
47%
40%
26% 23% 21%
20% 17% 16% 16%
13%
6%
Less than 3 months ago 3-5 months ago 6 months ago A year ago
How long did it take you to book your trip?
36% 42%
34% 33%
27% 30%
17% 22% 19% 14% 13%
4% 0% 2% 4% 0% 1% 2%
Within a week 1-3 weeks A month 2-3 months 4-6 months More than 6 months
HOW THEY
MAKE THEIR
TRAVEL
DECISIONS
A WIDE RANGE OF SOURCES ARE IMPORTANT IN
ALL COUNTRIES FOR INFLUENCE AND INSPIRATION
The Chinese and Australians really listen to their family and friends both online and in-person
Which of the following sources influence or inspire your decision making process when booking a trip?
58%
51% 51% 50% 50% 47%
46% 42% 44% 43% 47%
34% 38% 37%
33% 32%
23% 24% 25%
15% 13%
Travel content sites Family, friends (in Family, friends online Online travel agencies Search Engines Social Media Travel agents
person)
35%
29% 30%
26% 24%
19% 22% 21% 20% 19% 19%
18% 16% 15% 13%
11% 13% 12%
7% 9% 8%
1% 3% 4%
Online news Online videos Magazines Brands that I follow TV/Radio Online advertising Blogs None of the above
or like on social content
media
Q25. Which of the follow ing sources influence or inspire your decision making process when booking a trip?
ALMOST HALF OF ALL TRAVELLERS ARE DECIDING
BETWEEN MULTIPLE DESTINATIONS
CHINESE: are the least likely to have their JAPANESE: are significantly less likely to have a AUSTRALIANS: look for the best deals and most
trip planned destination selected value for their dollar as well as exploring the outdoors
How do you feel when you first decide to take a trip? How do you feel when you first start planning a trip/holiday?
50%
18%
Have already decided on Know exactly how to do it and
36%
my destination don't need any help
39%
45%
34%
44%
Pretty sure I know what to do, 75%
Deciding between 2 or
43%
more destinations but may need some help and 53%
47% inspiration 61%
7%
Don't know where to start and 7%
Don't have a destination in
21%
mind would need lots of help and 7%
8% inspiration 5%
Q23. Which of the follow ing options best describes the w ay you feel w hen you first decide to take a trip? (Please select one)
Q24. Which of the follow ing options best describes the w ay you feel w hen you first start planning a trip/holiday? 26
WHILE ALL TRAVELLERS SAY THEY SEEK VALUE, THERE ARE
A WIDE RANGE OF ATTITUDES CONCERNING TRAVEL
CHINESE: seek many types of vacations JAPANESE: do not seek active or risky vacations AUSTRALIANS: look for the best deals and most
value for their dollar as well as exploring the outdoors
92% 91% 94% 88%

76% 81% 80% 78%
63% 67% 64% 61%
55% 59%
48%
I look for the best deals and most I'll go anywhere that allows me to Every vacation is family oriented and I prefer to go to museums, historical I plan all my travel around where and
value for my dollar explore the outdoors and be active has a specific focus on what will keep sites and arts & culture fill up my what I eat and drink
my family entertained and happy travel itinerary
77% 70% 70% 70%

63% 59% 64% 60% 63%
49% 55% 56%
26% 31% 30%
You only live once, so taking risks and I'm all about taking a nap on the I prefer all-inclusive vacations like I often opt for "off the beaten path" I don't like travelling far, as long as I'm
crossing things off my 'bucket list' is beach, spa treatments and all-day resorts and cruises where I don't have locations and/or recommendations not at work, I'm on vacation
imperative relaxation to worry about a thing from locals
Q8 Please select to w hat extent you agree w ith the follow ing statements. (Please select strongly disagree, somewhat disagree, somewhat agree or strongly agree for each statement)
OTAs FOLLOWED BY TRAVEL REVIEW SITES ARE THE MOST
INFLUENTIAL SOURCE FOR DECISION MAKING
The Chinese and Japanese cite OTAs as the top online source that Australians say OTAs are the second most influential source
influences their decision making for decision making
70% 69% 66%

56% 54% 55% 59% 59%
42% 42% 37% 39% 39%
22% 16%
Online Travel Agency Travel Review sites Search engines Blogs Hotel websites
44%
32% 27% 30%
17% 15% 21% 20%
9% 10% 12% 6%
3% 1% 4%
Airline websites Videos Daily Deals sites Home sharing sites None of the above
Q27. Which of the follow ing online sources influence or inspire your decision making process in booking a trip?
OTAs AND SEARCH ENGINES ARE THE MAIN
SOURCE ALL THREE COUNTRIES USE TO PLAN A TRIP
The Chinese relied heavily on OTAs for planning their last trip The Japanese and Australians were fairly evenly split between using
OTAs and search engines to plan their last trip
67%
48% 48% 50% 49% 50% 46% 42% 41%
37% 38% 38% 35% 36% 39%
24% 28% 27%
23% 20%
17%
Online travel agency Search engines Travel review sites Discussed with Comparison travel Destination-specific Hotel sites
friends/family other website sites
people going on the
trip
44%
31% 28% 28%
22% 19%
16% 16%
10% 15% 13% 15% 8% 10% 10% 6% 12%
4% 0% 1% 2%
Airline sites Social networking sites Blogs Called a travel agent Home sharing sites Car rental sites Other
Q35: What resources were used for planning your last trip?
OTAs ARE THE MOST COMMON SOURCE ALL
THREE COUNTRIES USED IN BOOKING TRAVEL
ON THEIR LAST TRIP
67%
48% 48% 46%
40% 36% 34% 30%
24% 28%
21% 22% 22%
10% 14%
Online travel agency Travel review sites Search engines Destination-specific sites Comparison travel website
43%
35% 31%
27% 27%
16% 16% 12% 13%
5% 10% 6% 1% 1% 4%
Airline sites Hotel sites Home sharing sites Car rental sites Other
Q38: Please indicate w hich resources you used to book travel online on your last trip 30
KEY INSIGHTS FOR ASIA PACIFIC TRAVELLERS
The typical traveller from this region is deciding between two or more destinations
OTAs are the main source for planning and booking their travel
The Japanese and Australians use their laptops/desktops extensively in the influence and
research phase of the decision-making process—switching only to their phones once on
vacation; whereas the Chinese use their phones across all phases of the travel journey
Travellers from this region consider deals and values important factors in their travel plans,
they largely stay in hotels, and travel domestically
Price and deals are the most significant factor travellers from this region have in common
when planning a trip
Deals, informative content, and reviews are all determining factors for travellers in this region
in choosing a destination
31
KEY TAKEAWAYS
For the Chinese, advertise with OTAs using
content that features relaxing/pampering
vacations and be sure to make your content
easily available on mobile phones
For the Japanese, advertise with OTAs featuring

sightseeing, domestic content that highlights food
experiences and plane, car, and train travel
methods
For Australians, advertise with OTAs featuring

domestic and international destinations that
showcase activities, experiences, and good deals,
all accessible by plane
32
THANK
YOU
www.advertising.expedia.com

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ASIA PACIFIC TRAVEL

TOTAL China Japan Australia

1.4 same amount of personal trips

Total Business Personal

Notable Country Difference

The Japanese take the shortest vacations

TOTAL China Japan Australia

In general, the three countries in this

7 In my country Outside my country

Relaxing Sight-seeing Bleisure Family Play Romantic Getaway

25% 24% 19% 28% 31%

Party Activity based Visiting Family Special Event Stay-cation Other

China Japan Australia

How did you get to your destination?

Plane Car Ride Train Ride

China Japan Australia Notable Country Difference

Hotel Resort Home sharing With family/friends Cruise Other

China Japan Australia Notable Country Difference

Q15. How long w as your vacation?

Outside my Country Outside my Country Outside my Country

Q13. What type of vacation did you last book online?

Relaxing Sight-seeing Family Play Romantic Getaway Party

Bleisure Visiting Family Activity based Special Event Stay-cation Other

China Japan Australia Notable Country Difference

Q13. What type of vacation did you last book online?

Food 16% Food 17% Hotel 23%

their last trip

Home sharing 5% Other 3% Other 5%

(% of TRAVELLERS Who Somewhat Agree/Strongly Agree With The Statement)

88% 82% 76%

China Japan Australia

How can ads help influence in your decision making process?

China Japan Australia

Smartphone Tablet Desktop/Laptop

78% 75% 62%

China Japan Australia

China Japan Australia

Last time you booked online travel

How long did it take you to book your trip?

China Japan Australia Notable Country Difference

China Japan Australia

China Japan Australia

92% 91% 94% 88%

77% 70% 70% 70%

26% 31% 30%

China Japan Australia Notable Country Difference

70% 69% 66%

China Japan Australia Notable Country Difference

China Japan Australia

China Japan Australia

For the Japanese, advertise with OTAs featuring

For Australians, advertise with OTAs featuring

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