More than half of Filipino millennials open to sharing travel data, survey says

More than half of Filipino millennials are open to sharing their travel information with service providers, a survey of millennial travelers across 14 markets in the Asia Pacific said.

Sixty-one percent of Filipinos in the 18 to 35-year-old category said they were open to sharing their travel data, higher than Japanese (33%) and New Zealand millennials (45%), who were the least open.

These, among others, were the latest findings shared by the “Journey of Me Insights: What Asia Pacific travelers want”, the latest in a series of “Journey of Me” reports that was first launched by travel software maker Amadeus.

The study also said that a little less than half of Filipino millennials surveyed prefer to receive travel recommendations and updates via email (47%), followed by social media platforms (24%). However, in countries like Thailand and Indonesia, social media comes up as the top choice for millennials, chosen by 50% and 34% of them respectively.

The study continued to say that millennials represent more than 45 percent of Asia Pacific’s population, and with 60 percent of the world’s millennials expected to live in Asia by 2020, a group that industry players say they can’t afford to ignore.

Of the total survey respondents who were millennial and who were able to travel internationally for the last 12 months, 42% say they often use ride-sharing apps when they travel and 35% frequently use sharing economy services for trip accommodation. Millennials in India in particular have embraced the sharing economy more so than their counterparts across the region, with 75% using ride-sharing apps and 55% using home-sharing apps often or very often.

Millennial travelers in Japan are the least likely to use these services, with over 90% saying they never or seldom use these apps.

The survey also found that after recommendations that help them save money (37%), millennials are most interested in recommendations that expose them to new experiences (27%). They are also open to travel providers sending them these recommendations or updates through alternative platforms.

“The Millennial generation…grew up with the Internet and technology is second skin to them. They have an openness to new experiences and a willingness to rattle the status quo. They want different experiences in travel, so the industry must serve them differently,” said Karun Budhraja, vice president for corporate marketing and communications for Asia Pacific at Amadeus.

“Travel providers will need to adopt new technology, new strategies, and above all, new mindsets if they want to secure millennial mind and market share. By understanding what drives Asia Pacific millennials and what they value when they travel, businesses will be better placed to meet their needs,” she added.

Death of influencers?

How influential are influencers? Not very, it seems.

When asked who has the most influence over their travel planning, and where they receive the most relevant travel recommendations from, millennials choose family and friends, as well as traveler reviews. Somewhat surprisingly, millennials ranked celebrities and social media influencers right at the bottom, even lower than brochures.

“While millennials may still look to influencers to curate trends, ideas and inspiration, I believe they are also becoming more sophisticated in how they evaluate them. With so many influencers becoming brands unto themselves, some of the authenticity that made them so appealing in the first place starts to get lost. ‘Real’ is more important than ‘perfect’, and that is an important lesson for the industry to understand,” added Budhraja.

Compared to older generations, millennials are less likely to avoid visiting a destination that has had a recent terror attack, political or social uprising, or the likelihood of a natural disaster like an earthquake. While 59% of baby boomers would avoid a destination where natural disasters are likely, only 51% of millennials say the same.

However, the research also finds that millennials are less open than older travelers to sharing their personal information with travel providers, in return for more relevant offers or personalized services. 68% of baby boomers and 66% of Generation X travelers say they are open to sharing their information, while only 62% of all Asia Pacific millennials say likewise.

This caution may be due to millennials being tech-savvy digital natives, and therefore more likely to be aware of security and privacy issues.

“Journey of Me Insights: What Asia Pacific travelers want” was conducted in collaboration with YouGov across 14 markets in Asia Pacific including Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand and Vietnam.

All figures, unless otherwise stated, were provided by YouGov. Total sample size was 6,870 adults across Asia Pacific who have travelled internationally in the last 12 months, of which 45% were Millennials (defined as aged 18 – 35) at the time the data was collected. Fieldwork was undertaken in May 2017. The survey was carried out online.

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