TripAdvisor launches new edition of TripBarometer revealing the Psychology of Travel Thais are amongst the most likely to become more environmentally friendly, learn something new and start a new relationship as a result of a holiday TripAdvisor™ today announced the results of the latest installment of TripBarometer, focusing on the Psychology of Travel. This is the fourth edition of the biannual study, conducted on behalf of TripAdvisor by independent research firm Ipsos. TripBarometer is the world’s largest traveller and accommodation survey1 highlighting country, regional and global travel trends according to more than 53,000 travellers and hoteliers around the world, with 765 respondents from Thailand. The TripBarometer: Psychology of Travel report examines the motivations behind travellers’ holiday choices, traveller emotions at the various stages of a vacation and the post-trip impact of travel. The Psychology of Travel: What motivates us to travel Ipsos’ extensive research in various sectors has led to an understanding of the different psychological needs and motivations that impact human behavior across different settings and scenarios. In order to delve into the psychology of travel for this study, travellers were asked to select two statements that best represented how they wanted to feel from a vacation. The results of this approach reveal that ‘enhancing perspective’ is the primary motivation for vacation choices for the majority (71%) of global travellers, followed by ‘liberation’ (62%). Thai travellers on the other hand crave ‘liberation’ at 69 percent, followed by ‘immersion’ and ‘enhancing perspective’ at 56 percent and 54 percent respectively. ‘Order’ and ‘harmony’ are the least important motivations for global travellers, with only 21 percent falling into these categories globally. While ‘enhancing perspective’ is the main driver for travellers around the world, there are variations in motivations when looking at different nationalities: while travellers from South Africa, UK and Italy lean towards ‘harmony’, Brazilians, Thais and Chinese seek out ‘liberation’ whilst Russians are more keen on getting ‘luxury’ from their vacations. Hotelier respondents were also asked to select statements that best matched how they wanted their guests to feel as a result of their stay. Seventy-five percent of Thai hoteliers want to provide their guests with a sense of ‘harmony’, compared to 73 percent globally. While this is not in line with motivation for travellers on holiday, over half of Thai hotelier respondents are also keen to provide an experience that offers a sense of ‘liberation (59%) and ‘immersion’ (55%). There is clearly an opportunity for hoteliers to stand out from the competition by offering more experiences that provide guests with a chance to broaden their horizons while they are in the destination, matching the ‘enhance perspective’ motivation most favoured by travellers. “Travellers from Barcelona to Beijing crave unique and interesting experiences. Whether they get a few days or a few weeks of vacation, they want more from their trips than time spent lounging by the pool,” said Barbara Messing, chief marketing officer, TripAdvisor. “The TripBarometer Psychology of Travel report shows us that travellers want their vacation to count – it’s about broadening horizons, feeling immersed in local culture, and sharing the experience with loved ones.” The traveller journey: How travellers feel at various stages of a trip This edition of TripBarometer examined which emotions travellers were most likely to feel at the five stages of travel: booking, arrival, during the stay, departure and back at home. Excitement peaks during lead-up and arrival, with travellers feeling most fulfilled upon returning home from a vacation. Fifty-four percent of global travellers report feeling ‘excited’ at the booking stage. Thais are less enthused at this stage with only 31 percent of them report feeling ‘excited’ at the time of booking. For both global and Thai travellers, excitement is the predominant emotion on arrival at their destination (Global: 55%; Thailand: 40%), with 34 percent of global travellers and 23 percent of Thais report feeling ‘energised’ at this stage. During the stay, the majority of global and Thai travellers (46%) feel ‘relaxed’, but this is also the time when travellers begin to feel more ‘liberated’ (Global: 26%; Thailand: 34%) and ‘closer to their loved ones’ (Global: 24%; Thailand: 29%). Travellers feel ‘fulfilled’ both on departure from their vacation (Global: 47%; Thailand: 31%) and once they are back home (Global: 45%; Thailand: 31%), with 36 percent of global respondents and 30 percent of Thais also saying they feel ‘relaxed’ following a vacation. Hoteliers have an opportunity to hook travellers when they are excited, and to contribute to their guests feeling more knowledgeable throughout their stay. As part of the study, hoteliers were asked what actions they took at throughout the traveller journey to relate to their guests. Forty-five percent of Thai hoteliers say their main priority is to ensure a smooth and efficient process at booking and 32 percent are keen to minimise any potential stress leading up to arrival. However, there is more they could be doing to leverage travellers’ feelings of excitement right from the start by providing local information about the destination and beginning to build a relationship with the guest before they even arrive. The post-travel impact: how vacation experiences affect everyday life Travellers often bring home souvenirs from their holidays, but what else? For this wave of TripBarometer, respondents were asked to think back on their travels and reveal what they had been prompted to do as a result of a trip. Two in three travellers globally and half of travellers in Thailand reported that returning home from a trip has prompted them to plan another vacation. Over a third (38%) globally and 22 percent of Thai travellers also introduced new foods into their diets. According to the study, South East Asian travellers are more likely than travellers from other parts of the world to become more open-minded and tolerant of others, and learn something new as a result of a holiday. In fact, Thai travellers are ranked amongst the nationalities most likely to become more open minded and tolerant of others (41%), and learn something new (49%) as a result of a holiday. Interestingly, 18 percent of Thai travellers report starting a new relationship and 11 percent of Thai travellers reported starting a family as a result of a holiday, compared to 8 percent and 4 percent of global travellers respectively. Looking at Thai travellers by life stage groups, millennials are relatively more likely to introduce food or recipes they tried while travelling into their everyday lives (22%). Thai millennials are also relatively more likely to take up an activity that they’ve tried on holiday (36%) and learn something new (52%). Families are relatively more likely to become more environmentally friendly (48%) and focus more on relationships with friends and family (40%), while those with no children are more likely to become more open minded and tolerant of others (42%). Over half of hoteliers (Global: 57%; Thai: 58%) encourage their guests to write online reviews following their stay, and to recommend the hotel to family and friends.Those hoteliers who see a guest return rate of between 76-100% are more likely to prioritise ‘beginning to build a lasting relationship’ (34%) during the lead up to a guests stay. "The results of the TripBarometer highlight that hoteliers can stand out from the competition by providing unique and enriching experiences. And while it's no surprise that travellers tend to be excited when they book and prepare for a trip, hoteliers are missing an opportunity to capitalise on that excitement and begin building a lasting relationship with their guests. Only a minority of hotels are currently making this a priority, but those who do also tend to receive more repeat guests," said Marc Charron, president, TripAdvisor for Business.
วันจันทร์ที่ 29 กันยายน พ.ศ. 2557
SEVEN IN TEN THAI TRAVELLERS WANT TO FEEL A SENSE OF LIBERATION ON HOLIDAY
TripAdvisor launches new edition of TripBarometer revealing the Psychology of Travel Thais are amongst the most likely to become more environmentally friendly, learn something new and start a new relationship as a result of a holiday TripAdvisor™ today announced the results of the latest installment of TripBarometer, focusing on the Psychology of Travel. This is the fourth edition of the biannual study, conducted on behalf of TripAdvisor by independent research firm Ipsos. TripBarometer is the world’s largest traveller and accommodation survey1 highlighting country, regional and global travel trends according to more than 53,000 travellers and hoteliers around the world, with 765 respondents from Thailand. The TripBarometer: Psychology of Travel report examines the motivations behind travellers’ holiday choices, traveller emotions at the various stages of a vacation and the post-trip impact of travel. The Psychology of Travel: What motivates us to travel Ipsos’ extensive research in various sectors has led to an understanding of the different psychological needs and motivations that impact human behavior across different settings and scenarios. In order to delve into the psychology of travel for this study, travellers were asked to select two statements that best represented how they wanted to feel from a vacation. The results of this approach reveal that ‘enhancing perspective’ is the primary motivation for vacation choices for the majority (71%) of global travellers, followed by ‘liberation’ (62%). Thai travellers on the other hand crave ‘liberation’ at 69 percent, followed by ‘immersion’ and ‘enhancing perspective’ at 56 percent and 54 percent respectively. ‘Order’ and ‘harmony’ are the least important motivations for global travellers, with only 21 percent falling into these categories globally. While ‘enhancing perspective’ is the main driver for travellers around the world, there are variations in motivations when looking at different nationalities: while travellers from South Africa, UK and Italy lean towards ‘harmony’, Brazilians, Thais and Chinese seek out ‘liberation’ whilst Russians are more keen on getting ‘luxury’ from their vacations. Hotelier respondents were also asked to select statements that best matched how they wanted their guests to feel as a result of their stay. Seventy-five percent of Thai hoteliers want to provide their guests with a sense of ‘harmony’, compared to 73 percent globally. While this is not in line with motivation for travellers on holiday, over half of Thai hotelier respondents are also keen to provide an experience that offers a sense of ‘liberation (59%) and ‘immersion’ (55%). There is clearly an opportunity for hoteliers to stand out from the competition by offering more experiences that provide guests with a chance to broaden their horizons while they are in the destination, matching the ‘enhance perspective’ motivation most favoured by travellers. “Travellers from Barcelona to Beijing crave unique and interesting experiences. Whether they get a few days or a few weeks of vacation, they want more from their trips than time spent lounging by the pool,” said Barbara Messing, chief marketing officer, TripAdvisor. “The TripBarometer Psychology of Travel report shows us that travellers want their vacation to count – it’s about broadening horizons, feeling immersed in local culture, and sharing the experience with loved ones.” The traveller journey: How travellers feel at various stages of a trip This edition of TripBarometer examined which emotions travellers were most likely to feel at the five stages of travel: booking, arrival, during the stay, departure and back at home. Excitement peaks during lead-up and arrival, with travellers feeling most fulfilled upon returning home from a vacation. Fifty-four percent of global travellers report feeling ‘excited’ at the booking stage. Thais are less enthused at this stage with only 31 percent of them report feeling ‘excited’ at the time of booking. For both global and Thai travellers, excitement is the predominant emotion on arrival at their destination (Global: 55%; Thailand: 40%), with 34 percent of global travellers and 23 percent of Thais report feeling ‘energised’ at this stage. During the stay, the majority of global and Thai travellers (46%) feel ‘relaxed’, but this is also the time when travellers begin to feel more ‘liberated’ (Global: 26%; Thailand: 34%) and ‘closer to their loved ones’ (Global: 24%; Thailand: 29%). Travellers feel ‘fulfilled’ both on departure from their vacation (Global: 47%; Thailand: 31%) and once they are back home (Global: 45%; Thailand: 31%), with 36 percent of global respondents and 30 percent of Thais also saying they feel ‘relaxed’ following a vacation. Hoteliers have an opportunity to hook travellers when they are excited, and to contribute to their guests feeling more knowledgeable throughout their stay. As part of the study, hoteliers were asked what actions they took at throughout the traveller journey to relate to their guests. Forty-five percent of Thai hoteliers say their main priority is to ensure a smooth and efficient process at booking and 32 percent are keen to minimise any potential stress leading up to arrival. However, there is more they could be doing to leverage travellers’ feelings of excitement right from the start by providing local information about the destination and beginning to build a relationship with the guest before they even arrive. The post-travel impact: how vacation experiences affect everyday life Travellers often bring home souvenirs from their holidays, but what else? For this wave of TripBarometer, respondents were asked to think back on their travels and reveal what they had been prompted to do as a result of a trip. Two in three travellers globally and half of travellers in Thailand reported that returning home from a trip has prompted them to plan another vacation. Over a third (38%) globally and 22 percent of Thai travellers also introduced new foods into their diets. According to the study, South East Asian travellers are more likely than travellers from other parts of the world to become more open-minded and tolerant of others, and learn something new as a result of a holiday. In fact, Thai travellers are ranked amongst the nationalities most likely to become more open minded and tolerant of others (41%), and learn something new (49%) as a result of a holiday. Interestingly, 18 percent of Thai travellers report starting a new relationship and 11 percent of Thai travellers reported starting a family as a result of a holiday, compared to 8 percent and 4 percent of global travellers respectively. Looking at Thai travellers by life stage groups, millennials are relatively more likely to introduce food or recipes they tried while travelling into their everyday lives (22%). Thai millennials are also relatively more likely to take up an activity that they’ve tried on holiday (36%) and learn something new (52%). Families are relatively more likely to become more environmentally friendly (48%) and focus more on relationships with friends and family (40%), while those with no children are more likely to become more open minded and tolerant of others (42%). Over half of hoteliers (Global: 57%; Thai: 58%) encourage their guests to write online reviews following their stay, and to recommend the hotel to family and friends.Those hoteliers who see a guest return rate of between 76-100% are more likely to prioritise ‘beginning to build a lasting relationship’ (34%) during the lead up to a guests stay. "The results of the TripBarometer highlight that hoteliers can stand out from the competition by providing unique and enriching experiences. And while it's no surprise that travellers tend to be excited when they book and prepare for a trip, hoteliers are missing an opportunity to capitalise on that excitement and begin building a lasting relationship with their guests. Only a minority of hotels are currently making this a priority, but those who do also tend to receive more repeat guests," said Marc Charron, president, TripAdvisor for Business.
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