Affluent travellers in Asia Pacific seek beach breaks for family vacations


Getaways with pristine beaches and upscale hotels are most likely to top the family vacation destination list for well-heeled Asia Pacific families, according to the Visa Affluent Study 2015.*

The Study, which looked into the travel patterns of affluent consumers in eight major markets in Asia Pacific, found that four in five (82 percent) respondents have traveled with their families in the past 12 months and they also prefer to spend their holidays within the region.

Respondents rank Japan (26 percent), Hong Kong (25 percent) and Australia (21 percent) as the most popular destinations over the past 12 months. In the same period, the survey shows the region’s most frequent affluent travelers to be from Singapore and China (3.1 trips each), followed by Hong Kong (2.8 trips) and India (2.0 trips).

James Lim, Head of Consumer Products, Asia Pacific, said, “Family vacations have become important occasions that affluent families in the region look forward to every year. However, where the family chooses to go – whether it is for cultural activities, kicking back at a resort, or a shopping and dining extravaganza – is highly driven by the types of authentic and discerning experiences that the destinations can offer.”

Beaches are the top draw for Asia Pacific affluent

When asked for the main activities when traveling abroad, respondents say their top pick is relaxing on a beach (44 percent), followed by shopping in popular or large shopping centres (36 percent) and exploring landmarks independently (35 percent). More than a quarter (27 percent) also say they travel to try out popular local restaurants.

In the survey, relaxing on a beach was the most popular activity among respondents from China (55 percent), Indonesia (51 percent) and India (47 percent). The affluent from Hong Kong (46 percent) and Japan (43 percent) are the most likely to have traveled to explore landmarks independently, while those from Japan (32 percent), China (31 percent) and Singapore (29 percent) are most likely to have followed the food trail to local restaurants.

Top 5 reasons for traveling abroad
Relaxing at a beach / leisure / recreation resortChina (55 percent)Indonesia(51 percent)India (47 percent)
Shopping in a popular or large shopping centreSingapore (45 percent)China (45 percent)Japan (39 percent)India (37 percent)
Exploring landmarks independentlyHong Kong(46 percent)Japan (43 percent)Australia (37 percent)Singapore (37 percent)
Join sightseeing tours of landmarksChina (52 percent)Korea (39 percent)India (37 percent)
Visited restaurant that is popular among localsJapan (32 percent)China (31 percent)Singapore (29 percent)

Visa Affluent Survey 2015

Upscale hotels for the Chinese and boutique experiences for the Australians

When it comes to accommodation, the affluent are more likely to pick upscale hotels (48 percent) and luxury hotels (39 percent) over mid-scale hotels (35 percent). Among respondents who chose upscale hotels, they are most likely to be from China (67 percent), Hong Kong (53 percent), Singapore and Japan (49 percent each). For the most discerning, luxury hotels are the choice for those from China (55 percent), Australia (49 percent) and Hong Kong (43 percent).

The survey also found that boutique hotels are the most popular with respondents from Australia (49 percent), Hong Kong, China (24 percent each) and Singapore (23 percent).

Lim added, “For the affluent, accommodation quality is just as important as destination offerings for a complete holiday experience. Because we understand these different needs, this is why Visa has created a suite of travel benefits to allow our cardholders to access a world of unique experiences and make each trip extra memorable.”

* The Visa Asia Pacific Affluent Study 2015 was commissioned by Visa and conducted by TNS in November and December 2014. 500 respondents from each market – Australia, China, Hong Kong, India, Indonesia, Japan, Singapore and South Korea were interviewed in online and face-to-face surveys. Respondents have an average household income of USD$ 73,000 per annum and are aged between 18 and 55 years old.

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Founded by two travel and technology professionals with years of experience in Asia, Representasia specialises in sales & marketing representation throughout Southeast Asia for travel/hospitality technology providers and travel-related startups, as well as providing marketing consultancy services for hotels and travel businesses in the region.

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