Home' Asian Aviation : AAV October 2017 Contents ASIAN TRAVELLERS
Amadeus reported. "The mandate for travel providers is clear ---
personalisation must be carefully balanced against rising privacy
concerns. Some boundaries must be maintained and at all times
travel providers must respect and protect personal data and the
need for privacy. And above and beyond adhering to legislation,
travel players must be able to articulate 'what's the value?' to get
travellers to share their data."
For Asian airlines, the study's finding that travellers want recom-
mendations they can trust is especially important. "Rather than the
glossy pictures of travel brochures or the carefully curated Instagram
feeds of celebrities, Asia-Pacific travellers seek what's genuine, and
turn to their fellow travellers for inspiration," the study found. "The
research found that online booking sites, travel review sites, along
with word of mouth, have the largest influence on Asia-Pacific
travellers' trip planning."
Amadeus also said its report found that "engagement" with travel-
lers is important, but it must be the "right content, through the right
channel, at the right time"
. Amadeus reported that the "vast majority
of travellers" would be interested in receiving travel recommenda-
tions from the moment they consider a trip all the way up to when
they are on the trip, but what recommendations they want, and how
they want to receive it varies by country.
"Recommendations that help them save money was the top choice
for Malaysian travellers, while Vietnamese travellers prefer recom-
mendations that help ensure their safety. In terms of channels, 62
percent and 70 percent of Australian and New Zealand travellers
respectively prefer to receive updates and recommendations about
their trip through e-mail, while Chinese travellers on the other hand,
are most likely to prefer to be contacted via messaging services like
WeChat (41 percent). Interestingly, almost half of all Thai travellers
would want to be contacted through social media," Amadeus said.
Amadeus also said there are "many Asias within Asia" and that
"stark contrasts in behaviours, needs and preferences were observed
across all geographic and demographic lines"
While 70 percent of Japanese travellers have never used a sharing
economy service for trip accommodation, almost half of all Indian
travellers say they do so "often" and "very often", Amadeus said in
the report. "Separately, while 84 percent of Singaporean travellers
think it's important to find service sta at the destination that speak
a language they understand, only 4 percent of Hong Kong travellers
think the same.
Albert Pozo, president of Amadeus Asia-Pacific, says "the travel in-
dustry can only thrive if we put the traveller at the centre of everything
we do. The first step to doing so is to better understand who our
travellers are, and what they want. This is no mean feat. Traveller
expectations are a moving target, and we must keep pace."
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