TRAVEL CONFIDENCEINDEXREVEALING THE PROFILE OF THE APAC TRAVELLER

2022

Table of Contents
Page

Project Background3

Travel Confidence

8

Overview of market rankings by travel confidence index and sustainability index

Market Hopping

12

A deep-dive on understanding each market

Spotting Opportunities

57

Identifying nuances on travel considerations across markets

Way Forward

70

Summary of Results

Milieu Insights prepared for Allison PR / Booking.com 2022

PROJECTBACKGROUND

Travel Confidence, tracking the profileof the APAC traveler
The start of 2020 saw the travel industry rocked by the sudden onset of the COVID-19
pandemic. For the first time, global borders were closed, countries went into various
forms of lockdowns and travel came to a standstill.
Two years on, the travel industry is seeing the light at the end of the tunnel thanks to therollout of widespread vaccination programmes and the gradual restart of travel.
As travellers resume feeding their wanderlust and the travel industry gears up forrecovery, the question on our minds was “Who is the new APAC traveler?”.
Milieu Insights was commissioned by Booking.com to run a survey across 11 markets in
the APAC region, with the objective of diving into the attitudes and motivations that drive
travel decisions in an endemic COVID-19 world while understanding how far travellers arewilling to go in the name of sustainability.
The survey was constructed to touch on the following topics:
1.
2.
3.
4.
5.

Restart of Travel
Behaviour once Travel Restarts
Role of Online Travel Companies
Travelling Sustainably
Country-Specific Questions

Milieu Insights prepared for Booking.com 2022

Survey Coverage
The survey covered 11 countries across the Asia Pacific region:
•
•
•
•
•
•
•
•
•
•
•

Australia
China
Hong Kong
India
Japan
Korea
New ZealandSingapore
TaiwanThailand
Vietnam

The survey was open to general population aged 16 and above, and eventually
1,000 respondents in each country were surveyed in the period of April 19 – May
17, 2022, and were asked about their views towards travelling in an endemic
COVID-19 world.

Milieu Insights prepared for Booking.com 2022

TRAVELCONFIDENCE
Overview of market rankings by travel confidence index
and sustainability index

VISUALISING TRAVEL CONFIDENCE AND
SUSTAINABILITY ACROSS APAC
The Booking.com Travel Confidence Index
showcases two key factors.
1. How confidence across the region as awhole varies from market to market
2. How inclined toward sustainability eachmarket is
By pitting the two indexes against each other,
we were also able to visualize the diversity inTravel Confidence and Sustainability attitudes
across the region.
The index is set upon a 300 by 300 score which
was developed based on the total number ofsurvey questions and final market scores
yielded. Questions considered were thoseeither tested Confidence or attitudes toward
Sustainability.
Countries that scored in the positive end of thespectrum scored higher than average while
those on the negative end of the spectrum
scored lower than average.
Milieu Insights prepared for Booking.com 2022

MARKETHOPPINGA deep-dive on understanding each market

INDIA

Rank 1st

Travel Confidence in India is consistently high across the board
with travelers looking likely to travel in the next 12 months
despite travel disruptions
INDIA

TOTAL 11M

Likely to travel in the next 12 months

86%

76%

Consider leisure travel important during COVID-19

78%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

11%

17%

Accepting of anticipated travel disruptions

70%

47%

Comfortable with the reopening of borders

87%

53%

Willing to share their personal information for safety

88%

65%

Willing to share their personal information for greater
personalization

80%

57%

Have confidence with their country receiving international travelers

84%

51%

Base: IN Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above / Below index relative to Total
Milieu Insights prepared for Booking.com 2022

INDIA

Domestic travel is set to fuel Indian travel with most travelers
turning to family for travel company
Likely to continue travelingdomestically once international
C O L Ureopen
MN1borders

Preferred travel companions in 2022

58%
46%

39%

87%
18%

Family10%3%
Unlikely

NeutralSpouse/partner

Friends

Solo

LikelyBase: IN Respondents (n=1,000)
Question: How likely are you to travel domestically once international travel restrictions are completely lifted? | In 2022, who would you want to travel with?

Milieu Insights prepared for Booking.com 2022

INDIAAn assurance toward health and safety has emerged the biggest
motivator to travel, followed very closely by work break getaways,
and new accommodations with most Indian travelers planning totravel over Summer.
Biggest motivators to travel in
2022

25%

23%

22%

Preferred time/season for2022 travel
Off-season
travel

20%

26%
9%

42%

3%
Assurance on Take a break fromNew
health and safety
workaccommodation
experience

Deals anddiscounts

Seasonal travel(summer)

To share travel
stories on social
media

Others32%
Festive travel(Diwali, Holi,
Christmas, etc.)

Base: IN Respondents (n=1,000)
Question: What is the biggest motivator for you to travel in 2022? | What’s your time/ season preference for travel in 2022?

Milieu Insights prepared for Booking.com 2022

INDIA

Trip Type Preferred for Domestic Travel(Weighted Rank)

Indian travelers are keen
to experience sustainable
luxury when travellingdomestically.
Interestingly, they
showcase the least
preference for theoutdoors.

Base: IN Respondents (n=1,000)
Question: What type of trip would you prefer when planning a domestic trip?

Luxury trip

1.86

Sustainable

1.89

Beach trip

1.91

Nature/Mountains

1.94

Road trip

1.99

Others2.05

Adventure trip

2.07

Spiritual travel/Holy sites

2.07

Wildlife safari

2.12

Authentic local experiences

2.14

Camping/Glamping

2.17

Milieu Insights prepared for Booking.com 2022

VIETNAM

Rank 2nd

Like India, Travel Confidence in Vietnam has emerged
consistently high with travelers likely to travel in thenext 12 months and are confident they are ready towelcome international travelers
VIETNAMTOTAL 11M

Likely to travel in the next 12 months

85%

76%

Consider leisure travel important during COVID-19

68%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

16%

17%

Accepting of anticipated travel disruptions

49%

47%

Comfortable with the reopening of borders

82%

53%

Willing to share their personal information for safety

78%

65%

Willing to share their personal information for greater
personalization

67%

57%

Have confidence with their country receiving international travelers

75%

51%

Base: VN Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above/Below index relative to Total
Milieu Insights prepared for Booking.com 2022

VIETNAM

Over half of Vietnamese travelers are planning to travel
within the region at least once in the next 12 months

Number of trips planned in
the next
12 Months
Column1

Prioritized length of trip for
first post-pandemic holiday
Long haul(>8h by plane, aweek trip)

62%

16%

39%
29%

Regional(3-8h travel timeby road/plane,
3-4 days trip)

6%3%More than 5

4-5

2-3

Short haul(< 3h travel time byroad/train/plane,
1-day trip)

45%

1-2

Base: VN Respondents (n=1,000)
Question: How many trips (both domestically and internationally combined) are you planning to take in the next 12 months? | Which of these would you prioritize as
your first post-pandemic holiday? In the subsequent question, we will ask you for the reason of your choice.

Milieu Insights prepared for Booking.com 2022

VIETNAM

A potential side-effect of the pandemic,
the assurance of health and safety,
alongside budget have emerged the top
considerations for restarting travel withmost Vietnamese travelers looking
toward authentic local experiences

Considerations for first postpandemic holiday
Assurance of health and safety

56%

Budget54%

Trip types preferred whentraveling domestically
Authentic local experiences

51%

Beach trip

49%

Nature/Mountains

42%

Camping/Glamping

38%

Adventure trip

29%

Road trip

23%

Wildlife safaris

23%

Attractive deals and promotions

46%

Spiritual travel/Holy sites

20%

Reconnect with friends and family

44%

Luxury trip

18%

Destination preference (hiddengem/recently opened/unique)43%

Base: VN Respondents (n=1,000)
Question: What are the reasons for your choice of trip that you would prioritize as your first post-pandemic holiday? | What type of trips would you
prefer when planning a domestic trip? Please select 3 types.

Milieu Insights prepared for Booking.com 2022

VIETNAM

When it comes tosustainability, there is afocus on locally-sourced
food alongside
experiencing local
tours and activities

Important sustainable
practices in upcoming travel
Eating locally-sourced food in youraccommodation

71%

Joining tours and activities organised
by local guides and businesses

65%

Bringing reusable bottles
Renting bicycles

44%

Turning off the AC/heater when
you’re not in the room

41%

Reusing towels and bedsheets

Base: VN Respondents (n=1,000)
Question: What sustainable practices would be most important to you in your upcoming travel? Select any that apply.

52%

34%

Milieu Insights prepared for Booking.com 2022

CHINA

Rank 3rd

Confidence amongst Chinese travelers is high.
However when asked about travel disruptions, slightly
less than half would accept thisCHINA

TOTAL 11M

Likely to travel in the next 12 months

89%

76%

Consider leisure travel important during COVID-19

61%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

12%

17%

Accepting of anticipated travel disruptions

48%

47%

Comfortable with the reopening of borders

61%

53%

Willing to share their personal information for safety

76%

65%

Willing to share their personal information for greater
personalization

70%

57%

Have confidence with their country receiving international travelers

70%

51%

Base: CN Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above/Below index relative to Total
Milieu Insights prepared for Booking.com 2022

CHINA

Nearly 3 in 10 travelers plan to takeup to three domestic trips in 2022

Number of domestic trips planned in 2022

68%

21%
9%
None

Base: CN Respondents (n=1,000)
Question: How many domestic trips are you planning to embark on this year?

One to three

Four to six

2%

1%

Seven to ten

More than ten

Milieu Insights prepared for Booking.com 2022

CHINAThe majority of Chinese travelers plan to head overseas once
China’s quarantine policy is lifted, while those don’t, plan to wait
more than half a year before travelingOverseas travel plans after thelifting of China’s Quarantine Policy

Period of time before planning totravel overseas(Base: among NOT planning n=382)

57%

38%
No

27%

62%

Yes

16%

One to threemonthsBase: CN Respondents (n=1,000)
Question: Are you planning to travel overseas immediately once China’s current quarantine policy is lifted? | You mentioned that you are NOT planning totravel overseas immediately once China’s current quarantine policy is lifted. How long would you plan to wait before you would travel overseas?

Four to six months

More than six
monthsMilieu Insights prepared for Booking.com 2022

CHINA

When looking beyond China’s borders, the majorityof travelers were looking at neighboring Japan and
Korea, planning to spend up to a week away
First destination travelers plan tovisit
N. America

Planned length of trip

Others49%

6% 4%
Oceania

19%

43%

27%

Japan
and/or
Korea

21%

3%
28%
Southeast
Asia

Base: CN Respondents willing to travel overseas (n=618)
Question: Where would your first destination be? | Q5. How long are you planning for each overseas trip to be?

Less than
three daysThree to fivedays

One week

More than a
week

Milieu Insights prepared for Booking.com 2022

NEW ZEALAND

Rank 4th

8 in 10 New Zealand travelers are set to travel in the next 12months but are less willing to share their personal
information for both safety and personalization
NEW ZEALANDTOTAL 11M

Likely to travel in the next 12 months

79%

76%

Consider leisure travel important during COVID-19

49%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

27%

17%

Accepting of anticipated travel disruptions

41%

47%

Comfortable with the reopening of borders

61%

53%

Willing to share their personal information for safety

58%

65%

Willing to share their personal information for greater
personalization

47%

57%

Have confidence with their country receiving international travelers

58%

51%

Base: NZ Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above/Below index relative to Total
Milieu Insights prepared for Booking.com 2022

NEW ZEALAND

Even with theresumption ofinternational travel, alarge majority of New
Zealand travelers arelikely to continue withdomestic travel

Likelihood of continuing to travel
domestically even with theresumption of international travel
Column1

78%

16%
6%

Unlikely

Base: NZ Respondents (n=1,000)
Question: How likely are you to still holiday at home in New Zealand now that international travel has resumed?

Neutral

LikelyMilieu Insights prepared for Booking.com 2022

NEW ZEALAND

Despite this, nearly half are likely to travel internationallyin the next 6 months with the majority of travelers
planning to travel within the APAC region
Likelihood of international
travel in thenext 6 months
Column1

Likelihood of travelling beyond
APAC Column1
for their first trip

36%

47%

15%
16%
49%

38%

Unlikely

Neutral

LikelyBase: AU Respondents (n=1,000)
Question: How likely are you to travel to an international location in the next 6 months? This includes short trips to Australia. |How likely are you to travel beyond Asia Pacific for your first trip?

Unlikely

Neutral

LikelyMilieu Insights prepared for Booking.com 2022

NEW ZEALAND

The pandemic has had some impact on the type of accommodationthat travelers prefer with hotels emerging most popular, potentially
due to a desire for more transparency around safety

Accommodation preferences havebeen changed by the pandemic

Preferred accommodation
for next trip

38%

38%
16%

Hotel

HolidayHome

Base: NZ Respondents (n=1,000)
Question: Has the pandemic impacted the type of accommodation you want to stay in? | What type of accommodation are you most likely to consider foryour next trip?

14%

Motel

14%

11%

7%

Apartment

B&B

Other

Milieu Insights prepared for Booking.com 2022

AUSTRALIA

Rank 5th

Australia ranked in the middle for Travel Confidence andcontinue to look at the COVID-19 situation in their destination
country for travel guidance
AUSTRALIATOTAL 11M

Likely to travel in the next 12 months

72%

76%

Consider leisure travel important during COVID-19

49%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

30%

17%

Accepting of anticipated travel disruptions

36%

47%

Comfortable with the reopening of borders

55%

53%

Willing to share their personal information for safety

56%

65%

Willing to share their personal information for greater
personalization

46%

57%

Have confidence with their country receiving international travelers

53%

51%

Base: AU Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above/Below index relative to Total
Milieu Insights prepared for Booking.com 2022

AUSTRALIA

Likelihood of continuing to travel
domestically even with theresumption of international travel
Column172%

Domestic travel looks set
to continue driving thebulk of Australian travel

20%
8%

Unlikely

Base: AU Respondents (n=1,000)
Question: How likely are you to still holiday at home in Australia now that international travel has resumed?

Neutral

LikelyMilieu Insights prepared for Booking.com 2022

AUSTRALIA

Despite this, a considerable
number intend to travelinternationally in the next 6
months, but most continue
to look within the region for
their first trip

Likelihood of international
travel in thenext 6 months
Column1

32%

40%

22%

23%

46%

37%

Unlikely

Base: AU Respondents (n=1,000)
Question: How likely are you to travel to an international destination in the next 6 months? This includes
short trips to New Zealand. | How likely are you to travel beyond Asia Pacific for your first trip?

Likelihood of travelling
beyond APAC
for their first trip
Column1

Neutral

LikelyUnlikely

Neutral

LikelyMilieu Insights prepared for Booking.com 2022

AUSTRALIA

Consistent across ANZ is the impact of the pandemic on thetype of accommodation that travelers prefer. Hotels haveemerged most popular, potentially due to a desire for moretransparency around safety
Accommodation preferences havebeen changed by the pandemic

Preferred accommodation
for next trip

47%
37%
14%

Hotel

11%

Apartment Holiday
home

Base: AU Respondents (n=1,000)
Question: Has the pandemic impacted the type of accommodation you want to stay in? | What type of accommodation are you most likely to consider
for your next trip?

9%

8%

Motel

B&B

11%

Other

Milieu Insights prepared for Booking.com 2022

SINGAPORE

Rank 6th

Singaporeans are confident when it comes to travel,
however are less likely than the wider region to travelin the next 12 months
SINGAPORE

TOTAL 11M

Likely to travel in the next 12 months

75%

76%

Consider leisure travel important during COVID-19

42%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

25%

17%

Accepting of anticipated travel disruptions

35%

47%

Comfortable with the reopening of borders

56%

53%

Willing to share their personal information for safety

57%

65%

Willing to share their personal information for greater
personalization

45%

57%

Have confidence with their country receiving international travelers

56%

51%

Base: SG Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above/Below index relative to Total
Milieu Insights prepared for Booking.com 2022

SINGAPORE

Staycations look set to stay part of the Singaporean holiday toolkit
as an answer to family trips, milestones or even just because
Likelihood of booking
Staycations when
Column1
international
travel resumes

Occasions for which to book
Staycations
46%

Family trip

36%

Milestones: Anniversaries orbirthdays
Romantic getaway29%

Self-love

23%

29%

Others35%

No reason - just because

Unlikely

Neutral

38%

7%

20%

LikelyBase: SG Respondents (n=1,000)
Question: How likely are you to continue to book local staycations as international travel resumes? | What occasions would drive you to book astaycation?

Milieu Insights prepared for Booking.com 2022

SINGAPORE

While 42% of Singaporeans place importance onsustainable travel decisions, motivations aroundaffordability and convenience are key
Importance of making
sustainable
travel decisions
Column1

Top concerns that impact making
sustainable travel decisions(Base n=843 -> T2B + neutral)

42%
97%

Affordability / Cost

85%

Inconvenience

42%

49%

Unsure of impact created

16%

Others
Not important

63%

Skepticism of claims

7%

NeutralImportantBase: SG Respondents (n=1,000)
Question: How important is sustainability to you when making travel decisions / choices? | What are the 3 concerns you might have when making
sustainable choices in travel?

Milieu Insights prepared for Booking.com 2022

SINGAPORE

When it comes to holiday
trips, Singaporeans want
to stay within the region

Post-pandemic holiday
preferences
Regional (3-8h travel timeby plane)40%

Short haul (< 3h travel time,by ferry and/or plane)

29%

Long haul (>8h by plane)

Base: SG Respondents (n=1,000)
Question: Which of these would you prioritize as your first post-pandemic holiday?

18%

Cruises9%

Others4%

Milieu Insights prepared for Booking.com 2022

HONG KONG

Rank 7th

71% of Hong Kong travelers plan to travel in the next
12 months but the majority will still postpone a trip incase of a COVID-19 surge
HONG KONG

TOTAL 11M

Likely to travel in the next 12 months

71%

76%

Consider leisure travel important during COVID-19

55%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

16%

17%

Accepting of anticipated travel disruptions

50%

47%

Comfortable with the reopening of borders

44%

53%

Willing to share their personal information for safety

63%

65%

Willing to share their personal information for greater
personalization

57%

57%

Have confidence with their country receiving international travelers

48%

51%

Base: HK Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above/Below index relative to Total
Milieu Insights prepared for Booking.com 2022

HONG KONG

Staycations are set to stay popular among Hong Kong travelers
with many likely to focus on getting closer to nature
Likelihood of booking a staycation
when international
travel resumes
Column1

Likelihood of engaging in local outdoor activities(i.e. camping) when international
travel resumes
Column1

47%

46%

26%

30%

27%

24%

Unlikely

Neutral

LikelyBase: AU Respondents (n=1,000)
Question: How likely are you to continue to book domestic staycations when international travel is once again possible? | How likely are you to engage
in outdoor activities locally, such as camping, even when international travel resumes?

Unlikely

Neutral

LikelyMilieu Insights prepared for Booking.com 2022

HONG KONG

Meanwhile, the majority of Hong Kong travelers likely to travelinternationally fueled by the implementation of travel bubbles with mostlooking to spend about a week away
Likelihood of travelling internationally with
the implementationof travel bubbles
Column1

Ideal trip length once
international travel resumes

54%
68%
27%
14%
6%

25%
2 to 5 days

7%
Unlikely

Neutral

6 to 9 days

10 to 13 days

2 weeks or
above

LikelyBase: AU Respondents (n=1,000)
Question: How likely are you to travel internationally if travel bubbles are widely implemented between Hong Kong and other markets? |What is your ideal trip length once international travel resumes?

Milieu Insights prepared for Booking.com 2022

HONG KONG

Top considerations that impact accommodation
choices for both domestic and international travel

Besides safety measuresand cleanliness, hotel
amenities the and proximity
to local transportation arefactors that impact the typesof accommodation Hong
Kong travelers will book

Covid-19 Health & Safety Measures

46%

Tidiness and cleanliness

40%

Hotel amenities and facilities

38%

Proximity to local transportation

38%

Online review of accommodations

28%

Dining options

23%

Proximity to local destinations

23%

Proximity to international transportation

20%

Attitude and friendliness of hotel staff

12%

Sustainable measures

11%

Concierge and butler service

Base: VN Respondents (n=1,000)
Question: What are the top three considerations that will impact your choice in booking an accommodation, whether fordomestic staycations or international travel?

7%

Milieu Insights prepared for Booking.com 2022

THAILAND

Rank 8th

Thai travelers ranked low on the index with aparticular discomfort both with the reopening ofborders and welcoming travelers to their shores
THAILANDTOTAL 11M

Likely to travel in the next 12 months

70%

76%

Consider leisure travel important during COVID-19

63%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

14%

17%

Accepting of anticipated travel disruptions

66%

47%

Comfortable with the reopening of borders

39%

53%

Willing to share their personal information for safety

65%

65%

Willing to share their personal information for greater
personalization

58%

57%

Have confidence with their country receiving international travelers

29%

51%

Base: TH Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above/Below index relative to Total
Milieu Insights prepared for Booking.com 2022

THAILAND

Nearly three in four Thai travelers would continue
looking domestically for travel inspiration with a large
number looking for time to relax close to nature
Likelihood of continued domestic
travel with the resumption ofInternational
Column1 travel

69%

25%
7%
Unlikely

NeutralMotivations for travel during
the pandemic
To be one with nature

22%

Assurance on health and safety

21%

To escape everyday stresses

19%Interesting destinations for content creation(hidden-gem/ recently opened/ unique)

16%

Attractive promotions

14%

Spiritual retreat

7%

LikelyBase: TH Respondents (n=1,000)
Question: How likely are you to still holiday at home in Thailand now that international travel is possible? | What would motivate you to travel even as we
continue navigating the course of the pandemic? Please indicate your top 3.

Milieu Insights prepared for Booking.com 2022

THAILANDFor Thai travelers, the high costs
associated with sustainability
impact their desire to makesustainable travel decisions
Concerns around sustainable travel

Base: TH Respondents (n=1,000)
Question: Select your top 3 concerns around taking sustainable trips.

High cost of sustainable travel

66%

Limited access to the sustainable choices
while traveling60%

Lack of visibility of sustainable choices

59%

Lack of understanding how these choices
benefit the environment or community

58%

Lack of convenience

53%

Milieu Insights prepared for Booking.com 2022

THAILAND

For most, self-driving is the preferred way to get around with the
majority looking toward beach vacations for some sun and sandDomestic trip ideas thatmost appeal to Thai travelers
Beach trip

65%

Authentic local-experiences

62%

Road trip

45%

Adventure trip

43%

Camping/Glamping

38%

Luxury trip

23%

Spiritual travel/Holy sites

19%

Base: TH Respondents (n=1,000)
Question: Domestically, which of these trip types best appeal to you? Please select your top 3 types, with 1 being the mostappealing. | After the emergence of COVID-19, which of these transportation options would you prefer when traveling?

Preferred Mode ofTransportation for Travel
Public transport

8%
Flight18%

74%

Self-drive

Milieu Insights prepared for Booking.com 2022

KOREA

Korean travelers showcased a low confidence across theboard and yet are likely to travel in the next 12 months
Rank 9th
KOREA

TOTAL 11M

Likely to travel in the next 12 months

80%

76%

Consider leisure travel important during COVID-19

54%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

14%

17%

Accepting of anticipated travel disruptions

31%

47%

Comfortable with the reopening of borders

45%

53%

Willing to share their personal information for safety

59%

65%

Willing to share their personal information for greater
personalization

53%

57%

Have confidence with their country receiving international travelers

41%

51%

Base: KR Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above/Below index relative to Total
Milieu Insights prepared for Booking.com 2022

KOREA

Most travelers see themselves taking up to 3 domestic trips in 2022with a focus on the beach and road trips through the country
Trip Types Preferred(Weighted Rank)

Number of domestic trips
planned in 2022
More than 5
trips

Beach trip

1.67

Others1.76

Road trip

1.84

Luxury trip

1.92

Authentic local-experiences

1.97

Camping/Glamping

1.99

Spiritual travel/Holy sites

2.13

Nature/Mountains

2.13

Sustainable travel

2.20

Adventure trip

2.35

None

8% 11%
3-5 trips

14%

67%
1-3 trips

Base: KR Respondents (n=1,000)
Question: How many domestic trips do you see yourself embarking on in 2022 once international travel resumes? | What kind of trips are
you most keen to embark on?

Milieu Insights prepared for Booking.com 2022

KOREAFor Koreans, special
occasions and loved
ones are motivation
enough to travel evenduring the pandemic

Top Motivations for Travel Despite the Ongoing
Pandemic (Weighted Rank)
Others1.64

Assurance on health and safety

1.73

Attractive deals and promotions

1.76

To be one with nature

1.91

To escape everyday stresses

1.98

Interesting destinations for content creation(hidden-gems, etc.)

2.01

Base: KR Respondents (n=1,000)
Question: What would motivate you to travel even as we continue navigating the course of the pandemic?

Reconnect with friends and family

2.34

Celebrating special occasions

2.34

Milieu Insights prepared for Booking.com 2022

KOREAFor Korean travelers, an accommodation’s implementation of sustainable
practices make it more appealing. Other things they consider are theamenities alongside an overall cleanliness
Likelihood of choosing
accommodations that implement
Column1sustainablemeasures

69%

29%
2%
Unlikely

NeutralTop considerations when choosing travel accommodation(Weighted Rank)
Others1.60

Hotel amenities and facilities

1.67

Tidiness and cleanliness

1.84

Proximity to local destinations

1.91

COVID-19 health & safety measures

1.97

Sustainable measures

2.10

Online review of accommodations

2.17

Dining options/food

2.19

Attitude and friendliness of hotel staff

2.35

LikelyBase: KR Respondents (n=1,000)
Question: How likely are you to choose accommodation that practices sustainable measures? | What do you value when you are choosing
accommodation for your trips?

Milieu Insights prepared for Booking.com 2022

TAIWAN

Taiwanese travelers see themselves heading abroadin the next 12 months but are not fully confident or
Rank 10th comfortable with the idea of open borders
TAIWANTOTAL 11M

Likely to travel in the next 12 months

70%

76%

Consider leisure travel important during COVID-19

41%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

8%

17%

Accepting of anticipated travel disruptions

68%

47%

Comfortable with the reopening of borders

27%

53%

Willing to share their personal information for safety

68%

65%

Willing to share their personal information for greater
personalization

65%

57%

Have confidence with their country receiving international travelers

28%

51%

Base: TW Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above/Below index relative to Total
Milieu Insights prepared for Booking.com 2022

TAIWAN

Most Taiwanese travelers are looking at embarking on up to threedomestic trips in 2022, spending two to three days away at a time

Number of domestic trips
planned in 2022
More than 5
trips
3-5 trips

Ideal domestic trip length once
international travel resumes

None

52%

5%
23%
10%

25%

62%
1-3 trips

12%
4%
1-day trip

2-3 days

Base: TW Respondents (n=1,000)
Question: How many domestic trips do you see yourself embarking on in 2022 - after international travel resumes? | What is your ideal trip
length for domestic travel?

4-5 days

A week5%
7 to 10days

2%More than
10 days

Milieu Insights prepared for Booking.com 2022

TAIWAN

When booking accommodation, Taiwanese travelers place importance on
health and safety measures alongside the experiences of past travelers.
For them, hotels and B&Bs are where they usually look
Top considerations when booking accommodations(Weighted Rank)
COVID-19 health & safety measures

1.64

Preferred types of accommodation(Weighted Rank)
Hotel

1.64

Online review of accommodations

1.96

B&B

2.08

Proximity to local destinations

1.99

Holiday home

2.09

Tidiness and cleanliness

2.02

Apartment

2.40

Hotel amenities and facilities

2.12

Motel

2.42

Dining options/food

2.19

OthersAttitude and friendliness of hotel
staffs

2.22

Sustainable measures

2.25

Others2.33

Base: TW Respondents (n=1,000)
Question: What are your top three considerations when booking an accommodation, whether for domestic or international travel? | What
type of accommodation would you prefer for your next trip?

2.74

Milieu Insights prepared for Booking.com 2022

TAIWAN

Taiwanese travelers arenature lovers who also
appreciate authentic
local experiences

Base: TW Respondents (n=1,000)
Question: What type of trip would you prefer when planning your domestic trip?

Trip types preferred for domestic travel(Weighted Rank)

Nature/Mountains

1.75

Authentic local-experiences

1.82

Luxury trip

2.07

Beach trip

2.12

Spiritual travel/Holy sites

2.19

Others

2.21

Road trip

2.23

Camping/Glamping

2.24

Adventure trip

2.26

Sustainable travel

2.28

Milieu Insights prepared for Booking.com 2022

JAPAN

Japanese travelers ranked consistently lower against theregional average with the lowest number of respondents likely
Rank 11th to travel in the next 12 months
JAPAN

TOTAL 11M

Likely to travel in the next 12 months

62%

76%

Consider leisure travel important during COVID-19

34%

54%

Would not postpone a trip despite surge in COVID-19 cases attheir destination

19%

17%

Accepting of anticipated travel disruptions

24%

47%

Comfortable with the reopening of borders

26%

53%

Willing to share their personal information for safety

47%

65%

Willing to share their personal information for greater
personalization

42%

57%

Have confidence with their country receiving international travelers

18%

51%

Base: JP Respondents (n=1,000)
Question: Key questions used for Travel Confidence computation

Above / Below index relative to Total
Milieu Insights prepared for Booking.com 2022

JAPAN

9 in 10 have nottravelled in two years
thanks to COVID-19 andbut a majority plan totravel during theupcoming summer
seasonBase: JP Respondents (n=1,000)
Question: Have you travelled internationally since the start of the pandemic (2020)? |Do you have any travel plans, either locally or internationally for Golden Week (April
29; May 3-6 2022) Summer / Obon holiday as of now?

Have travelled internationallysince the start of COVID-19(2020)

Travelers that plan to travel
either domestically orinternationally during Golden
Week / Summer / Obon

No
10%

No
27%

Yes

73%

90%
Yes

Milieu Insights prepared for Booking.com 2022

JAPAN

Japanese travelers do not feel informed enough about overseas
travel but are hoping to go somewhere where the ocean is
beautiful and other nature-inspired locations once they canFeel well-informed about
regulations around overseas travel

18%

Travel destinations most keen to visit
when travel resumes
To the seaside26%

In nature where I can achieve a rebalance in
my wellness

22%

Urban centers

16%

A place where I can deepen my knowledge

12%

An accommodation with a stylish sauna

8%

Small village where I can interact with locals

4%

OthersBase: JP Respondents (n=1,000)
Question: Do you have enough information about regulations around overseas travel? | If travel is possible, which destination are you
most keen to visit?

12%

Milieu Insights prepared for Booking.com 2022

JAPAN

Japanese travelers look at the small things
they can do around waste generation andbottles when looking at how to be moresustainable while travelingWays travelers try to be more sustainable
Reduce waste generation

49%

Bringing my own bottle

32%

Avoiding the use of disposable amenities(e.g. toothbrushes)

31%

Re-using towels

22%

Sustainability is not something I think about

20%

Buy environmentally conscious souvenirs

15%

OthersBase: JP Respondents (n=1,000)
Question: What are some ways you have tried to be more sustainable while traveling?

7%

Milieu Insights prepared for Booking.com 2022

SPOTTINGOPPORTUNITIES
Identifying nuances on travel considerations
across markets

The main trigger for booking a trip is to get away and avoid feelingstuck
India: Have more varied triggers, such as visiting a new destination, visiting family, and continuing a postponed trip.
China: Mainly want to continue a postponed trip or travel a new destination
New Zealand & Australia: Motivated to travel in order to visit family.
TRIP TRIGGERS
I just want to get away / feelstuck at home
51%

46% 37% 32%

I planned for this trip before thepandemic and it's time to go!

76%

70%
47%

I want to visit a destination I justheard about

Mental wellness retreat

57%

54%

60%

36%

36% 25%

22%

60%

55%

46%

IN VN CN NZ AU SG HK TH KR TW JP

38%

29%

57%
45%
31%

27%

17% 15%

24%

32%

31%

IN VN CN NZ AU SG HK TH KR TW JP

31%
19% 18%29%

39%

33% 32%22%

31%

IN VN CN NZ AU SG HK TH KR TW JP

There is an event that I would liketo attend (sports, concert, etc.)

I want to visit my family

43%

42%

45%
26% 23%

33%

22% 24%

27% 30%21%

IN VN CN NZ AU SG HK TH KR TW JP

Work travel

53%
42%

40%

28%

27%
17%

36%
24% 23% 21%

16% 16%25% 24%23%

IN VN CN NZ AU SG HK TH KR TW JP

Base: All Respondents (n=1,000 for each market)
Question: What would trigger you to book a trip?

19%

19%

14% 13% 16% 14%

9%25% 25%

20% 16%IN VN CN NZ AU SG HK TH KR TW JP

13%

11% 10%6%

13% 10% 17%

8%

14%

8%

IN VN CN NZ AU SG HK TH KR TW JP

Milieu Insights prepared for Booking.com 2022

Top travel considerations are mainly safety, cost, and convenience
China: Additional administration that comes with traveling during the pandemic is weighs slightly heavier compared toother countries.
Hong Kong: Quarantine periods are of a bigger consideration, relative to other countries.
TOP TRAVEL CONSIDERATIONS
Safety73%

67% 70% 68%

64%

63%

53% 54%

Cost

71% 72% 74%

72%

71%

60%

57%

60%

59%

44%

Convenience

70%

66%

51%

64%

60%

53%

47%

37%

Variety of destinations andhotels/resorts

44%

41%

47% 50%39% 36% 36% 38% 41%

34%

IN VN CN NZ AU SG HK TH KR TW JP

IN VN CN NZ AU SG HK TH KR TW JP

IN VN CN NZ AU SG HK TH KR TW JP

Quarantine periods

Vaccination rate of the country
I am traveling to

Additional admin to be done

47%

42% 44% 38%

41%

25%

31%

23% 21%

30%

41%

37%

IN VN CN NZ AU SG HK TH KR TW JP

58%
45%

43%

41%

29% 33% 30%

28% 18%9%31%
14% 16%

11%

IN VN CN NZ AU SG HK TH KR TW JP

22%

20%

29% 29% 27%

23%

28%
18% 14%

11% 12%IN VN CN NZ AU SG HK TH KR TW JP

Base: All Respondents (n=1,000 for each market)
Question: What are your top considerations when booking travel? Please select up to 3

14%

12%

17%

13%

22%

18%
7%

4%

4%

8% 9%

IN VN CN NZ AU SG HK TH KR TW JP

Milieu Insights prepared for Booking.com 2022

Concerns vary per market, but all show a degree of concern of travel
costs, quarantining, getting stuck in destinations, and falling sick
China: Both a consideration and a concern, processes and admin hassles affect Chinese travel.
Singapore: High concern placed on last minute cancellations due to border restrictions.
Thailand: Putting family and friends at risk becomes a bigger concern.
TRAVEL CONCERNS

53%

38%

33%

30% 30%

20%

38%

32%

39%

37%

33% 36%44%

33% 33%

Fear of falling sick

61%

55%

53%

50%

47% 47%

Possibility of getting stuck at thedestination because of new
regulations at the border

Having to undergo quarantine
either at my destination or in myhome country

Cost

32%

41%

45% 48%
35%

37%

35%

39%

58%
43%

25%

23%

14%

29%

37%

22%

36% 28%32%
22%

30% 34%

39% 37% 36%

47%
35%

IN VN CN NZ AU SG HK TH KR TW JP

IN VN CN NZ AU SG HK TH KR TW JP

IN VN CN NZ AU SG HK TH KR TW JP

IN VN CN NZ AU SG HK TH KR TW JP

Processes and admin hassles
involved in planning a trip

Having to cancel my booking at
the last minute because ofborder restrictions

Putting my family andfriends at risk

Having flights cancelled

46%
34%

31%

27% 20%

18%

23%
13%

31% 30% 27%

22%

IN VN CN NZ AU SG HK TH KR TW JP

26%

24%

35% 33%
18%

22%

44%

41%
30%
10%

16%

24%

15%

IN VN CN NZ AU SG HK TH KR TW JP

Base: All Respondents (n=1,000 for each market)
Question: What are your top three concerns around traveling now? Please select up to 3.

23%

22%

24% 28%

18% 16% 18% 16%

16%

22% 22%IN VN CN NZ AU SG HK TH KR TW JP

19%

19% 15% 15%

27%

32%
22%

27%
12% 14% 13% 15%

IN VN CN NZ AU SG HK TH KR TW JP

Milieu Insights prepared for Booking.com 2022

Travelers across all markets seek flexible cancellations and clear
refund information on their trips
China and Japan: Higher support sought for peace of mind around knowing that airlines and hotels are clean.
SUPPORT SOUGHT FROM TRAVEL AGENCIES AND ACCOMMODATIONS
Access to flexible cancellations
and clear refund information
72%

67%

76%

69%

58% 47%

56%

42%

37%

49% 40%47% 51% 51% 48%

59% 61%
38%

48%

39%

IN VN CN NZ AU SG HK TH KR TW JP

Easy access tocustomer support

Knowing airlines andhotels are clean

51%

43%

33% 36%
19%

28%

36%

Clear guidance on the respective
requirements airlines andaccommodations may have

Guidance on what to expectfrom my travel experience53%

IN VN CN NZ AU SG HK TH KR TW JP

48%

35%

65%
53%

52%

Guidance on the latest travel andborder restrictions

49% 50%

47%

62%

57%
43%

48%
36%

45%

35%

40%

49%

IN VN CN NZ AU SG HK TH KR TW JP

47%

46%

52%

48% 47%

54%
41%

43%

49% 49%36% 36%IN VN CN NZ AU SG HK TH KR TW JP

49%
34%

26%

33%

IN VN CN NZ AU SG HK TH KR TW JP

37%

33%

31%

24%

33%

27% 26%

35% 35%30%

39%

IN VN CN NZ AU SG HK TH KR TW JP

Base: All Respondents (n=1,000 for each market)
Question: What are the top 3 types of support you expect from airlines, hotels and online travel companies (like Trip.com, Booking.com, Agoda, Traveloka) inorder to travel with peace of mind?

Milieu Insights prepared for Booking.com 2022

Online Travel Companies are still the go-to for booking travel –both before and after the pandemic
New Zealand: Booking directly from airlines and/ or hotels is the most used mode of booking.
Australia: Modes of booking are a bit more varied compared to other countries and do not rely solely on travel companies.
MODES OF TRIP
xx BOOKING

Through a travel
agent
Through Online
Travel Companies(Booking.com,
Agoda, etc.)
Directly fromairlines and/or
hotels

Total

IN

VN

CN

NZ

24%

21%

24%

25%

29%

23%

19%

20%

20%

AU

SG

HK

TH

KR

TW

JP

30%

12%

15%

17%

26%

38%

27%

32%

32%

13%

16%

16%

22%

36%

24%

48%

57%

42%

56%

30%

33%

50%

66%

48%

44%

46%

55%

51%

62%

49%

61%

29%

34%

51%

65%

55%

50%

49%

60%

28%

22%

34%

19%

40%

37%

38%

20%

35%

31%

16%

18%

26%

19%

31%

19%

40%

34%

36%

20%

30%

28%

15%

16%

Legend:Pre-Pandemic Modes of Booking
Modes of Booking for Next Trip
Base: All Respondents (n=1,000 for each market)
Question: How did you most often book your travels prior to the pandemic? | How do you plan to book your next trip?

Milieu Insights prepared for Booking.com 2022

Booking.com emerges the market leaders across the majority of
APAC though slightly weaker in China, Japan and Korea
Japan: More than half use another unspecified online travel company for trip bookings.
ONLINE TRAVEL COMPANIES CONSIDERED
Booking.com

Trip.com

Expedia

79%

72%
56%

56%

56% 60%58%

54% 52%

49%

30%

57%

55%
27%

17%

47% 46%30%

34%

IN VN CN NZ AU SG HK TH KR TW JP

15% 14%

37%

37%
20%

32% 30%

34%

23%

16%

8%

IN VN CN NZ AU SG HK TH KR TW JP

23%

43%

57%

52%
40%

31%
10%

30%
17%

46%

44%

33%
23%

10%

32%
15%

IN VN CN NZ AU SG HK TH KR TW JP

IN VN CN NZ AU SG HK TH KR TW JP

IN VN CN NZ AU SG HK TH KR TW JP

Traveloka

Klook

Stayz

56%

56%
38%

29%

26%

55%

9% 12% 12%

41%
26%

49%

28%

12%

56%
43%

44%
27% 29%Airbnb

29%

Agoda

18%
0%

7% 3%

10%

5%

14%

5%

IN VN CN NZ AU SG HK TH KR TW JP

16% 8%

24%

15%
4% 4% 4%

12%

7%

2%

IN VN CN NZ AU SG HK TH KR TW JP

Base: All Respondents (n=1,000 for each market)
Question: Online travel companies are online platforms like websites that sell or provide services related to travel. Which of these Online Travel
Companies would you consider when booking your next trip?

10%

9% 10%

17%0%5%2% 4% 6% 3% 3% 1%

IN VN CN NZ AU SG HK TH KR TW JP

Milieu Insights prepared for Booking.com 2022

In China, Trip.com emerges the leader across Online Travel
Companies
ONLINE TRAVEL COMPANIES CONSIDERED (CHINA)

Most popular Online Travel Companies in China
Trip.com79%

Fliggy (飞猪)51%

Tongcheng (同程)49%

Airbnb

37%

Booking.com

17%

Expedia

10%

Agoda

9%

Klook

4%

Others4%

Base: All Respondents (n=1,000 for each market)
Question: Online travel companies are online platforms like websites that sell or provide services related to travel. Which of these Online Travel
Companies would you consider when booking your next trip?

Milieu Insights prepared for Booking.com 2022

Travel costs and convenience (via flexible cancellations) factor
strongly when it comes to booking travel
China: Higher consideration placed on allowing multiple aspects of trip (e.g. flights, accommodation, rental cars, attractions).
Thailand: Options for different payment types are of bigger consideration compared to other countries.
Japan: Ease of use is a very important factor in choosing an online travel company.
CONSIDERATIONS FOR CHOOSING ONLINE TRAVEL COMPANIES
Cost of stay or trip

50% 52% 54%

44% 35%40%

Flexible cancellation policy

55%
43% 42%50%39%

49% 50%39% 36% 31% 36%

27%

59%

56%

50%

44%
23%

32%
21%

IN VN CN NZ AU SG HK TH KR TW JP

IN VN CN NZ AU SG HK TH KR TW JP

Allows me to book multiple aspects ofmy trip (e.g. flights, accommodation,
rental cars, attractions)

Familiarity with thebrand and platform

39%

32%

47%
29%

25% 25%29% 29% 31%

35% 38%25%

IN VN CN NZ AU SG HK TH KR TW JP

26%

26%
16%

Variety of accommodation types
options (e.g. hotels, serviced
apartments, lodges etc)

Ease of use

28% 32% 28% 25% 28%

37%

39%

33% 32% 33%

46% 42%

37%

44%
31%

37%

34%

34%

IN VN CN NZ AU SG HK TH KR TW JP

26% 28%16%

IN VN CN NZ AU SG HK TH KR TW JP

Base: All Respondents (n=1,000 for each market)
Question: What are the top three factors impacting your choice(s) of Online Travel Companies in the previous question?

23%

36%

32%

12% 13%

14% 18%22% 21%

41%

30% 26% 32%

37% 37% 37% 36%

33%

Options for different payment
terms (prepayment, payment atmerchant)
34%

30%

IN VN CN NZ AU SG HK TH KR TW JP

32%

IN VN CN NZ AU SG HK TH KR TW JP

Options for different payment
types (bank transfer, credit card,
QR code, mobile wallets)
31%

19%

41%

22%

19%

24%
13% 11%

20% 18% 19%

15%

19%

15%

IN VN CN NZ AU SG HK TH KR TW JP

Milieu Insights prepared for Booking.com 2022

Travelers across all markets continue to use online travelcompanies primarily for booking accommodation and flights
TRAVEL VERTICALS OFFERED BY ONLINE TRAVEL COMPANIES
Rentals

Experiences (Tours, etc)

Flights

Accommodation

3.7

3.6
2.5

1.9

1.5

IN

1.8 1.8 1.8 1.8 1.9
1.7 1.7

VN CN

NZ

AU SG

HK

TH

2.6

2.1

2.3

2.4 2.3 2.3
2.2 2.0

2.6

2.2 2.2 2.3

2.6
2.3

2.5

2.9
1.5

KR TW

JP

IN

VN CN

NZ

AU SG

HK

TH

KR TW

JP

IN

1.8 1.8 1.8 1.8 1.9
1.7 1.7

VN CN

NZ

AU SG

HK

TH

3.9

3.9
3.9 3.7
3.6 3.7
3.5 3.4
3.4 3.5

2.6

2.1

KR TW

JP

IN

VN CN

NZ

AU SG

HK

TH

KR TW

JP

Taxis
4.4 4.4 4.3 4.3 4.4

4.2

4.0

4.4 4.3

4.1 4.0
3.5

IN

VN CN

NZ

AU SG

HK

TH

KR TW

JP

Base: All Respondents (n=1,000 for each market)
Question: What aspects of your trip would you most frequently use Online Travel Companies for? Please rank from 1-5, 1 for most frequently used.

Milieu Insights prepared for Booking.com 2022

Making sustainable travel-related decisions is important totravelers, especially so for those in China, India and Vietnam
IMPORTANCE OF SUSTAINABLE TRAVEL DECISIONS

Total Column2IN
VN Column4
CN Column5
NZ Column6
AU Column7
SG Column8
HK Column9
TH Column10
KR Column11
TW Column12
JP
Column1
Column3

53%

66%
93%

83%

57%

57%

77%

58%

43%
67%

71%

69%
38%

35%

32%

35%

28%
6%

6%
1%

15%

22%

2%

1%

Disagree

13%

11%

8%

NeutralBase: All Respondents (n=1,000 for each market)
Question: How far do you agree with this statement? “Making sustainable travel decisions is highly important to me”.

36%
31%

25%

29%

1%

4%

3%

20%
6%

Agree

Milieu Insights prepared for Booking.com 2022

Travelers across APAC are generally willing to pay more forsustainable options, with Indonesia and Vietnam most open to
doing so
WILLINGNESS TO PAY MORE FOR SUSTAINABILITY

Total Column2IN
VN Column4
CN Column5
NZ Column6
AU Column7
SG Column8
HK Column9
TH Column10
KR Column11
TW Column12
JP
Column1
Column3
36%

52%
82%

73%

38%

36%

66%

48%

63%

35%

37%

4%

50%

38%

32%

14%

55%

40%
33%

16%

25%

23%
5%

Disagree

27%

31%

35%

39%

34%
27%

26%

8%

NeutralBase: All Respondents (n=1,000 for each market)
Question: How far do you agree with this statement? “I am willing to pay more if it means that I can make more sustainable choices”.

15%

4%

35%
10%

11%

Agree

Milieu Insights prepared for Booking.com 2022

APAC Travelers are generally willing to have less variety inaccommodation – as long as they are sustainable options
WILLINGNESS TO HAVE LESS VARIETY FOR SUSTAINABILITY

Total

IN

VN

CN

NZ

AU

SG

HK

TH

KR

TW

JP

Column1 Column2 Column3 Column4 Column5 Column6 Column7 Column8 Column9 Column10 Column11 Column12

45%

53%
77%

70%

46%

69%

50%

57%

43%

32%

34%

35%

39%

35%
35%

17%
6%

57%
41%

33%

14%

50%

23%

27%
3%

Disagree

27%
4%

23%

21%

16%

16%

NeutralBase: All Respondents (n=1,000 for each market)
Question: How far do you agree with this statement? “I am ok to have less variety in options (three potential accommodation choices instead of 50) as longas my travel decisions are sustainable”.

8%

38%
18%

36%

5%

Agree

Milieu Insights prepared for Booking.com 2022

WAY FORWARD
Summary of Results

•

INDIA

•
•

Rank 1st••

VIETNAM•

Majority are likely to travel domestically once restrictions are lifted, mainly with family andspouse/partner
Health and safety are of utmost concern, and most travelers opt for season-based travel
A variety of trip types are sought after by Indians who are up for luxury trips, nature-related
activities, sustainable trips, beach trips, road trips, and mountains
More than half prefer to take at least 1-2 trips (either domestic or internationally) for the next 12months, either short haul or regional type of trip
Health, safety, and budget are of utmost priority for travelers, with preferences on looking forauthentic local experiences, beaches, and nature
A variety of sustainable practices are considered important, such as eating locally-sourced foodand joining activities and tours by locals

Rank 2nd

•
•
•

CHINA

•

Rank 3rd•••

A big majority prefer to have at least 1-3 domestic trips within the year
The majority plan to head overseas once China’s quarantine policy lifts while those who don’t, planon waiting more than 6 months before they do
In terms of international travel plans, majority prefer to travel within the vicinity (Japan/Korea andSEA), lasting for 1 week or shorter
Additional admin work to be done is bit a more highly considered compared to other countries.
Despite the resumption of international travel, a large majority would still like to continue
spending holidays at home
Almost half still have the intention to travel internationally in the next 6 months, and aconsiderable number (36%) intend to go outside APAC
A small number (38%) claim that the pandemic has affected the type of accommodation they
prefer to stay in – majority prefer hotels

NEW ZEALAND
Rank 4th

Milieu Insights prepared for Booking.com 2022

••

AUSTRALIA
Rank 5th•••

SINGAPORE
Rank 6th

•
•

•
•
•

HONG KONG
Rank 7th••••

THAILAND

Despite the resumption of international travel, 7 out of 10 would still like to continue spending
holidays at home
Some (40%) still intend to travel internationally in the next 6 months, with a considerable
proportion (32%) intending to travel out of APAC
A small number (37%) claim the pandemic has affected the type of accommodation they prefer tostay in – majority prefer hotels
A small number (36%) intend to still do local staycations once international travel resumes, forfamily trips or milestone trips (e.g. birthdays)
Making sustainable travel decisions is seen to be important by some (42%), with affordability/cost
and inconvenience as top concerns for sustainable choices
When it comes to holiday trips, short haul to regional trips are preferredHigh concern is placed on last minute cancellations due to border restrictions.
Almost half are likely to book domestic staycations once international travel resumes
Meanwhile, majority (68%) are likely to travel internationally given the implementation of travel
bubbles, going for a duration of 6-9 days or less
Besides safety measures and cleanliness, hotel amenities/facilities and proximity to local
transportation are factors that impact booking accommodation
Mandatory quarantine time is a big consideration when it comes to deciding to travel
A big majority (69%) would still holiday at home even when international travel is possible
A number of concerns are considered regarding taking sustainable trips, but cost of access tosustainable journey is the top concern
Meanwhile, a big majority would prefer self-driving (74%) as main mode of transportation, going tobeach trips and authentic local experiences

Rank 8th
Milieu Insights prepared for Booking.com 2022

•

•

KOREA

•

Rank 9th•••

TAIWAN

Majority (67%) plan 1-3 domestic trips for this year, preferring beach trips, road trips, and evenluxury trips
Key motivations to book travel include – to celebrate special occasions, to reconnect, to visit
hidden gems, and to relax are stand-outs
Travelers are likely to choose accommodation that practices sustainable measures, consideringcleanliness, amenities, and proximity to local destinations
Majority plan 1-3 (62% domestic trips for this year, mostly lasting for 2-3 days or less
Safety measures are the main consideration for booking accommodations, followed by online
reviews and proximity to local destinations
Preferences are varied for domestic trips with nature/mountains and authentic local experiences
as the most preferred

Rank 10th

•
•
•

JAPAN

An overwhelming majority (90%) have not travelled – both overseas or domestically – since thepandemic, but around a third plan to travel in the coming summer.
Travelers are not yet well-informed on information on overseas travel
Sustainability practices have been done by travelers, with reducing waste generation as the top
practice done by most

Rank 11th

Milieu Insights prepared for Booking.com 2022

Prepared by Milieu Insight, Inc.:
Luke Yap

Senior Research Executive

Linh Dao

Research Manager