Australia will be a key destination for mass-affluent APAC travellers into the next decade.
That is one of the main conclusions from research released by Expedia into the travel preferences of the growing Asian middle-class.
The segment is expected to reach 3.5 billion people and make up two-thirds of the world’s middle class by 2030. The research shows that Australia remains a priority market for the cohort.
Key findings include:
- Four in five (81%) mass-affluent Asian travellers report that travel is still a priority despite inflation
- On average, mass-affluent Asian travellers plan to visit four destinations over 10 days for their next international trip, with Australia listed as one of the top destinations
- They plan to dedicate nearly a quarter of their income to travel in the next 12 months
- Nearly half seek airline and room upgrades, with two in five opting for first class or business class seating
Conducted in partnership with Atomik Research, the study surveyed 4,000 respondents across Asia (China, India, Indonesia, Singapore and Vietnam).
While many mass-affluent Asian travellers plan to visit other countries in the Eastern and Southeastern Asian regions, a significant number are drawn to international destinations farther afield.
Overall countries such as Japan, the United States, Canada, France, South Korea, Australia and Germany top their lists.
The survey also found that mass-affluent Asian travellers prioritise premium amenities and high-end accommodations, making these key factors for partners across the industry.
“We’ve witnessed first hand the remarkable growth of the Asian travel market and are committed to providing unparalleled insights and solutions to our partners,” said Greg Schulze, Chief Commercial Officer of Expedia Group.
“By leveraging our industry-leading technology, extensive global network and deep understanding of traveller behaviour, we’re able to deliver personalised experiences that resonate with Asian consumers.”
