Consumer Travel Perceptions & Spending Patterns. Paul Wilke Director Corporate Relations Visa International Asia Pacific Guilin, China 29 June 2007

Transcription

1 Consumer Travel Perceptions & Spending Patterns Paul Wilke Director Corporate Relations Visa International Asia Pacific Guilin, China 29 June 2007

2 Keeping Asia s tourism industry informed Presentation Identifier.2

3 Reminding the world about tourism s economic impact Presentation Identifier.3

4 and the power of perception Presentation Identifier.4

5 Presentation Identifier.5

6 Areas of focus in this year s survey Travel experience and intentions Origin market profiles Attitudes to travel in Asia Emerging tourism trends Perceptions of negative events Perceptions of specific destinations Beijing 2008 Olympic Games Presentation Identifier.6

7 More than 5,000 people surveyed from 10 key source markets Presentation Identifier.7

8 Key findings 52 percent of those intending to travel internationally in the next two years were considering Asia as their next travel destination Thailand rated as the number one destination, followed by Japan and China 56 percent believed that Indonesia was still severely affected by the 2004 tsunami Terrorism remains a key area of concern, tsunami concerns have reduced More than 80 percent of respondents say they would be inclined to choose environmentally-friendly products when planning a holiday and half would pay extra Visitors to the Beijing 2008 Olympic Games plan to visit other parts of Asia Presentation Identifier.8

9 Key findings 52 percent of those intending to travel internationally in the next two years were considering Asia as their next travel destination Thailand rated as the number one destination, followed by Japan and China 56 percent believed that Indonesia was still severely affected by the 2004 tsunami Terrorism remains a key area of concern, tsunami concerns have reduced More than 80 percent of respondents say they would be inclined to choose environmentally-friendly products when planning a holiday and half would pay extra Visitors to the Beijing 2008 Olympic Games plan to visit other parts of Asia Presentation Identifier.9

10 Key findings 52 percent of those intending to travel internationally in the next two years were considering Asia as their next travel destination Thailand rated as the number one destination, followed by Japan and China 56 percent believed that Indonesia was still severely affected by the 2004 tsunami Terrorism remains a key area of concern, tsunami concerns have reduced More than 80 percent of respondents say they would be inclined to choose environmentally-friendly products when planning a holiday and half would pay extra Visitors to the Beijing 2008 Olympic Games plan to visit other parts of Asia Presentation Identifier.10

11 Key findings 52 percent of those intending to travel internationally in the next two years were considering Asia as their next travel destination Thailand rated as the number one destination, followed by Japan and China 56 percent believed that Indonesia was still severely affected by the 2004 tsunami Terrorism remains a key area of concern, tsunami concerns have reduced More than 80 percent of respondents say they would be inclined to choose environmentally-friendly products when planning a holiday and half would pay extra Visitors to the Beijing 2008 Olympic Games plan to visit other parts of Asia Presentation Identifier.11

12 Key findings 52 percent of those intending to travel internationally in the next two years were considering Asia as their next travel destination Thailand rated as the number one destination, followed by Japan and China 56 percent believed that Indonesia was still severely affected by the 2004 tsunami Terrorism remains a key area of concern, tsunami concerns have reduced More than 80 percent of respondents say they would be inclined to choose environmentally-friendly products when planning a holiday and half would pay extra Visitors to the Beijing 2008 Olympic Games plan to visit other parts of Asia Presentation Identifier.12

13 Key findings 52 percent of those intending to travel internationally in the next two years were considering Asia as their next travel destination Thailand rated as the number one destination, followed by Japan and China 56 percent believed that Indonesia was still severely affected by the 2004 tsunami Terrorism remains a key area of concern, tsunami concerns have reduced More than 80 percent of respondents say they would be inclined to choose environmentally-friendly products when planning a holiday and half would pay extra Visitors to the Beijing 2008 Olympic Games plan to visit other parts of Asia Presentation Identifier.13

14 Those considering visiting Asia Percent Swedish Chinese British Australians Koreans Canadians Germans Japanese Americans Indians Presentation Identifier.14

15 Most likely Asian holiday destination Thailand 21 Japan 13 China 12 Hong Kong 9 Maldives Singapore India Vietnam 5 Malaysia Korea Percent Presentation Identifier.15

16 Where they seek information Internet (81%) Online travel agencies (62%) Books/guides (50%) Friends and family (48%) Travel agencies (45%) Travel magazines (36%) Advertising (25%) Presentation Identifier.16

17 What might keep them away Other: Language barriers: 3% Too crowded: 3% Too far away: 3% 2004 tsunami: 3% Travel taxes: 2% Difficulties changing money/paying for goods: 1% High cost 7% Bird flu 10% Other 15% Terrorism 29% Safety & security concerns 10% Political unrest 15% Travel warnings 14% Presentation Identifier.17

18 The 2004 tsunami as tourism barrier Only three percent cite tsunami as the greatest barrier to visiting Asia 56 percent believe that Indonesia is still severely affected 2.5 destinations were identified as still severely affected Philippines still remains top false positive (23 percent) Australians most likely to believe countries are no longer affected Presentation Identifier.18

19 Visa spend data tracking Phuket recovery Source: VisaNet reporting Oct to May 2007 Presentation Identifier.19

20 Terrorism perceptions Please indicate which of the following destinations you believe have been subjected to terrorist attacks since 2001? Indonesia 50 Sri Lanka Philippines India Thailand 29 Malaysia Vietnam Korea China Japan Markets with no reported terrorism-related loss of life: Percent Presentation Identifier.20

21 Being green: Would you pay more? 25% extra 15% 50% extra 3% No 31% 10% extra 51% Presentation Identifier.21

22 Beijing 2008 An unparalleled opportunity China - center of the world s attention Fastest growing consumer market in the world Unprecedented global, regional and local interest National pride and passion The biggest Games ever Presentation Identifier.22

23 Power of the Olympic Games 2004 Athens Olympic Games 44,000 hours dedicated television coverage 34.4 Billion Viewer Hours 1/3 of hours broadcast in primetime TV consumption averaged eight hours per viewer 2008 Olympic Games Expectations 500,000 foreign and 2.5 million domestic Chinese visitors Beijing investing almost US$17 billion into the Games US$1 billion from sponsorship alone a new Olympic record Source: Visa/IOC Presentation Identifier.23

24 Awareness of Beijing as host city Can you identify the Asian city that will host the Olympics in 2008? Japanese 93 Koreans Australians Swedish British Canadians 63 Indians 56 Americans Germans Percent Presentation Identifier.24

25 Visiting Beijing 19 percent likely to visit in percent would visit other cities in China 74 percent would visit other destinations in Asia Presentation Identifier.25

26 Olympic effect beyond Beijing Which of the following destinations would you most likely visit in addition to Beijing Hong Kong 58 Singapore Japan Thailand 24 Malaysia 22 Maldives 19 India Philippines Taiwan Korea Vietnam Indonesia Sri Lanka Percent Presentation Identifier.26

27 Sneak peek: Int l Visa spending in China Source: VisaNet reporting Oct to May 2007 Presentation Identifier.27

28 Top spending visitors in China Source: VisaNet reporting 2006 Presentation Identifier.28

29 Keep an eye out for Source: VisaNet reporting 2006 Presentation Identifier.29

30 What visitors to China are buying Source: VisaNet reporting 2006 Presentation Identifier.30

31 and where they re spending Source: VisaNet reporting 2006 Presentation Identifier.31

32 Converting intentions Accurate information, multiple sources Memories last long Think green, think local, price accordingly Safety a paramount concern 2008 Beijing Games has regional impact Presentation Identifier.32

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