Here are the key findings that provide a glimpse into the exciting travel landscape of the region, focusing on the desired destinations.

In April of this year, Milieu Insight, the leading consumer research firm in Southeast Asia, conducted an extensive survey to uncover the summer travel plans of 2,500 working individuals aged 20-65 in Indonesia, Thailand, Vietnam, Philippines, and Malaysia. The survey aimed to shed light on various aspects such as domestic travel preferences, COVID-19 safety concerns, and the number of trips planned. Here are the key findings that provide a glimpse into the exciting travel landscape of the region, focusing on the desired destinations.

Willingness to Explore and Number of Adventures

The survey revealed a positive outlook for the travel industry, with an impressive 76% of respondents expressing a strong interest in exploring their own countries through domestic travel. Nearly half of the participants from across the region plan to embark on at least 2 to 3 memorable domestic trips this year.

The Power of Destination Promotion

While the promotion of destinations plays a significant role in influencing travel decisions in most countries, the impact of domestic tourism campaigns stands out in Malaysia and Thailand. The survey indicated that promotions by their respective tourism offices were more impactful than recommendations from family and friends. This highlights the success of domestic tourism campaigns in these countries, captivating the attention of potential travelers.

COVID-19 Safety Concerns

Concerns about COVID-19 safety have generally diminished across most of the surveyed countries. However, the Philippines displayed the highest level of concern, likely due to the reported rise in cases, as indicated by the Department of Health. Despite this, travelers are still eager to explore the beauty of their own countries while ensuring their safety.

Key Considerations for Domestic Travel

When it comes to domestic travel, respondents from Indonesia (69%), Thailand (66%), and Vietnam (58%) ranked travel spots and sceneries as their top considerations. In the Philippines, the primary concern was the safety of travel (69%), reflecting the cautious approach taken by Filipino travelers. Appreciating the natural beauty and capturing picturesque moments are key factors that influence the choice of destinations for many Southeast Asian travelers.

Weather and Costs

While the cost of the entire vacation does influence travel decisions, especially for respondents in Indonesia (61%), Malaysia (61%), and Thailand (60%), the weather of the destination takes precedence, particularly for those in Thailand (62%) and Vietnam (55%). This highlights the awareness and concern surrounding extreme weather events and the impacts of global warming. Travelers seek destinations with favorable weather conditions to make the most of their experience.

Preferred Domestic Destinations and Airlines

Across the region, beach holidays are highly popular, with renowned beach destinations like Boracay in the Philippines, Bali in Indonesia, Da Nang in Vietnam, Sabah in Malaysia, and Phi Phi Island in Thailand ranking as the top choices in each country. Thai respondents, in particular, showed a strong preference for domestic travel hotspots that feature waterfalls, adding a touch of adventure and tranquility to their vacations.

When it comes to airlines, national carriers such as Philippine Airlines (76%), Garuda Indonesia (74%), and Vietnam Airlines (72%) ranked first in their respective countries. However, in Malaysia (84%) and Thailand (83%), the low-cost carrier AirAsia emerged as the airline of choice, likely due to the price sensitivity among travelers in these countries. Travelers appreciate options that offer convenience and affordability to enhance their overall travel experience.

Preferred Activities and Experiences

Southeast Asian travelers are renowned for their love of food, and approximately 5 in 10 respondents expressed a desire to embark on a food trip experience. Shopping locally was also a popular choice among 4 in 10 respondents from Indonesia, Malaysia, and Vietnam, allowing travelers to indulge in the unique flavors and cultural offerings of their destinations. In the Philippines, beach holiday activities

 

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