Sabre identifies new traveller types in Asia Pacific
The findings come from a new report, which identifies a series of contrasting travel trends within the Asia Pacific market and presents four new traveller types: the Explorer, Connector, Follower and Opportunist.
“Explorer” is the number one traveller type (38 per cent) in Asia Pacific and is defined as someone who seeks discovery and self-actualisation while valuing experiences that are spontaneous and flexible.
“Barriers to travel in the region are breaking down…meaning traveller volumes are undisputedly on the rise. But traveller preferences are also evolving,” said Todd Arthur, vice president of sales and market development for Sabre Travel Network Asia Pacific.
“Those who work in the industry are observing that serving travellers based on a traditional trip category alone, such as business or solo or senior travel, has limited value in today’s more dynamic market.”
The study also found that major polarisation exists across two key dimensions around the region: “Motivation”, whether a traveller is motivated by themself or others in their travel choices, and “Behaviour”, specifically the level of control a person wants to exert over their trip.
Sabre is working with travel companies in the region to introduce new technologies that help them respond to these changing traveller types.
“We’re encouraging our customers in the travel industry to ask, ‘how do I evolve my offering to connect with these travellers in the way they want?’ That’s how they’ll capture their attention, and credit cards,” said Arthur.