Key considerations for restarting travel and for travel destination selections, expectations from service providers
As the COVID-19 coronavirus spread out of China’s pandemic epicenter, many countries initiated lockdowns and restricted their borders. This has highly impacted the Travel & Tourism industry. Six months have passed since WHO declared COVID-19 a public health emergency of international concern and nearly half (48%) of consumers are unsure when they will restart their travel vacation, with the Philippines (71%) facing the greatest uncertainty.
COVID-19 cases around the globe continue to accelerate, and many country borders remain restricted. The study shows that 57% of consumers are still afraid to travel due to the COVID-19 spread, predominantly consumers from Indonesia (65%).
While many business travels were put on hold as a measure to stop the spread of COVID-19, 34% of the consumers plan or need to resume business travel post-COVID-19, with 50% of them required to travel domestically and 20% of them to travel internationally for business.
When consumers were asked about what safety measures could increase their confidence to resume their travel vacation, all safety measures, such as always “mask-on” rule (78%), social distancing (75%), and frequent sanitization of public areas (73%), are generally regarded as important.
Source: Post-Covid-19 Consumer Behaviour Study in APAC by Frost & Sullivan and Cint
Next 3-5 months
After 6 months
Not sure
I will travel when the travel restrictions are removed, even while COVID-19 fears still exist
Fear to travel because of the COVID-19 spread
I will travel when the travel restrictions are removed, even while COVID-19 fears still exist
Sample Size: Equally distributed among the 6 countries Source: Post-Covid-19 Consumer Behaviour Study in APAC by Frost & Sullivan and Cint
Domestic travel
International travel (within the region)
International travel (out of the region)
Both domestic and international travel
Social distancing measures
Always “mask-on” rule
Sanitize public places regularly
Sanitize accommodation room regularly
Although the majority of the consumers prefer domestic travel, food experience is the preferred activity by many consumers in Malaysia (63%), Singapore (58%), Indonesia (58%) and the Philippines (60%) as their next travel vacation post-COVID-19. Consumers in Thailand (58%) and Japan (41%) prefer shopping and handicraft. Compared to millennials and Gen X, more boomers in Indonesia prefer a food experience, while more boomers in the Philippines prefer shopping and handicraft.
To encourage consumers to restart their travel vacations, 38% of consumers desire low-cost deals from travel services and providers, whereas consumers from Indonesia (57%) consider flexible booking to be more encouraging.
Technology has played a big role in how businesses run in such unprecedented times; for example, 65% of the consumers expect fewer business trips post-COVID-19 as health safety (57%) remains their primary concern for business travels.
Consumers in Thailand will experience a reduction in business travel of 69% post-COVID-19, while 37% of consumers from Japan will experience more than 50% business travel reduction post-COVID-19.
Table: Proportion of consumers’ preference for their vacation activities post-COVID.
Sample Size: Overall data sample, equally distributed among the 6 countries Source: Post-Covid-19 Consumer Behaviour Study in APAC by Frost & Sullivan and Cint
TYPES OF ACTIVITIES YOU PLAN TO DO OR VISIT FOR YOUR POST-COVID-19 VACATION (BY COUNTRY)
Cultural & heritage
Shopping & handicraft
Adventure activities
Theme park attraction
Nature & wildlife activities
Food experience
Entertainment
Recreational activities
Cruise
Table: Proportion of consumers who ranked these initiatives first. Source: Post-Covid-19 Consumer Behaviour Study in APAC by Frost & Sullivan and Cint
Sample Size: Equally distributed among the 6 countries Source: Post-Covid-19 Consumer Behaviour Study in APAC by Frost & Sullivan and Cint Question: Which of these initiatives from the travel services and provider (local tourism board, travel agency, accommodation provider, etc.) will encourage your next vacation?
Table: Respondents who do plan or require business travel post-COVID-19.