comScore, Inc. published its APAC Travel Report. It examines online trends and behavioural patterns impacting the travel sector, using data from seven APAC countries: Australia, China, India, Indonesia, Japan, Malaysia, and Vietnam
This report summarises the behavioural patterns of consumers who visit travel sites online in the APAC region. The goal is to help travel professionals understand their audience by answering questions such as: how frequently do consumers visit travel sites? How long do the visits last? Where do heavy users of travel services go online?
Across APAC countries, thirty-five percent of the digital audience visited a travel site in February 2018. Almost half of them visited an online travel agent site, whereas a third visited travel information sites as part of the information-gathering process.
Some of the insights included in this report are:
In February 2018, 275 million individuals in China accessed a travel site or app, more than the rest of the APAC countries combined.
Consumers in Asia are leapfrogging the traditional technology curve by accessing travel services and information through mobile devices rather desktop. 61% of China’s online travel audience accessed a travel site exclusively through a website. 76% did so in India, and 81% did so in Indonesia.
Some site categories perform better in terms of attracting heavy travel site users than others. For example, in India the proportion of heavy travel site users is 4.5 times higher on ticketing sites than the average website; it is 4.0 times higher on toys retail sites; and it is 3.8 times higher on weather information sites.