Booking.com, one of the world’s leading online travel companies, has released the 2023 edition of its APAC Travel Confidence Index (TCI). In light of prevailing macroeconomic realities, the report provides an in-depth analysis of travel mindsets across Asia-Pacific (APAC). It reveals a striking paradox: despite financial concerns ranking highest among their worries (42%), an astounding 73% of APAC travellers maintain unwavering optimism for their future travel plans over the next 12 months.
Over half (53%) of travellers surveyed have no intention of postponing any of their travel plans, despite the complex and interconnected crises pressuring the global economy, including inflation, climate change and supply chain disruptions. Even more impressive, 59% of these travellers not only remain steadfast in their original travel plans, but also intend to increase both the number of trips they take and their travel budgets for the year.
The TCI 2023 research, commissioned by Booking.com and conducted independently by Milieu Insight, involved a survey of over 8,000 travellers from 11 countries and territories across APAC, including Hong Kong, conducted between April and May 2023.
It presents an in-depth analysis of travel confidence and sustainability interest across various destinations in APAC. The report includes rankings that assess the confidence level of travellers in each market, with Hong Kong ranking #1.
Additionally, the report unveils four distinctive traveller personas for the first time, providing valuable insights into their prime motivations, priorities and travel behaviours:
- Conscious Explorers (Hong Kong, India, Mainland China, Taiwan) actively pursue eco-friendly and sustainable travel. They are passionate about exploring while minimising environmental impact. They engage in ecotourism, stay at sustainable accommodations, and support local communities to align with their values.
- Comfort Seekers (Singapore, Australia) prioritise comfort and convenience. They seek indulgent experiences and accommodations with maximum relaxation. They value personalised services, high-quality amenities, and prioritise comfort over sustainability in their travel decisions.
- Mindful Voyagers (Vietnam) have a deliberate and thoughtful travel approach, driven by their sense of responsibility to the environment and desire to help local communities. However, they often experience anxieties in unfamiliar environments and actively seek resources to overcome travel concerns and gain confidence.
- Homebound Pragmatists (New Zealand, Korea, Japan, Thailand) prefer practical travel and staying close to home. They prioritise convenience, efficiency, and optimising time and resources. They seek seamless travel experiences that are well-organised and efficient, making the most of their limited time and resources.
Travellers from Hong Kong are Conscious Explorers.
For Hong Kong people, 49% agree that leisure travel delivers happiness and 35% admit that travel offers much-needed respite from the stresses of daily and city life.
Beyond the escapism and cultural immersion, Hong Kong travellers are driven by their passions. A whopping 59% of them prioritise food and dining experiences, savouring the flavours of different cuisines around the world. They also appreciate captivating scenery, with 56% seeking breathtaking landscapes that inspire awe. Exploring famous attractions and landmarks ranks high on their travel wish list, with 44% eager to uncover the iconic wonders of the world. Immersing in local culture and lifestyle (42%), and discovering history and tradition (41%) are also key motivators. And let’s not forget about shopping— 42% of Hong Kong travellers enjoy indulging in retail therapy during their adventures.
Remarkably, 62% of Hong Kong travellers consider sustainability to be of importance. Environmental considerations and sustainable travel choices inform their travel plans, with 76% showing willingness to spend the same or more on sustainable options. In a world where eco-consciousness is on the rise, 52% are happy to pay for sustainable accommodation, and 56% demonstrate preference for fewer choices over sustainable options.
Hong Kong travellers also recognise the importance of managing their travel expenses effectively, and exhibit resourcefulness in planning their trips. When it comes to cost-cutting strategies, 36% opt for budget-friendly accommodation options, 34% opt for less-expensive means of travelling, 31% choose a less expensive destination, and 45% plan their travels during off-peak periods to take advantage of lower prices.
“Despite some macroeconomic headwinds, one thing remains clear for all Hong Kong travellers: their spirit of adventure and the desire to create lasting memories via travel remains steadfast and strong,” said Kyle Fu, Area Manager , Japan, Hong Kong & Macau, at Booking.com. “Despite the profound impact of the pandemic, insights from this year’s Travel Confidence Index reassuringly proves that 84% of Hong Kong travellers are likely to take the same or more international trips this year1. As travellers continue to navigate uncertainties and the rising cost of living, Booking.com remains committed to making it easier for Hong Kong travellers to search, book and enjoy their perfect vacation and better experience the world.”
