SiteMinder’s Changing Traveller Report 2023 revealed that travellers within Asia had a stronger desire to travel ‘more’ in the next 12 months than any other group. As outbound Asian travel ramped in 2023, channels popular with local tourists rose the fastest. Asia Pacific’s Agoda moved up in 35% of lists globally, while China’s Trip.com either rose, re-entered or newly arrived in 40%.
The global traveller mix is changing. Asia’s projected population and wealth growth, combined with its strong appetite to travel, will ensure a level of opportunity over the coming decade that many hoteliers aren’t yet prepared for. Hoteliers must be ready to connect with an evolving range of guests, from Asia and other less traditional source markets, as patterns shift.
What’s the trend?
Compared with the year prior, check-ins from international travellers were higher in all markets but one. Malaysia, New Zealand and Taiwan saw the biggest jumps as a result of their borders reopening in 2022.
What does it mean?
In 2023, the switch back to international adventures among travellers became real. As their mix of guests diversifies, hoteliers would do well to understand who their guests are and where they are arriving from in order to be strategic about how they market and sell their rooms.
SiteMinder’s Changing Traveller Report 2023 revealed that travellers within Asia had a stronger desire to travel ‘more’ in the next 12 months than any other group. As outbound Asian travel ramped in 2023, channels popular with local tourists rose the fastest. Asia Pacific’s Agoda moved up in 35% of lists globally, while China’s Trip.com either rose, re-entered or newly arrived in 40%.
The global traveller mix is changing. Asia’s projected population and wealth growth, combined with its strong appetite to travel, will ensure a level of opportunity over the coming decade that many hoteliers aren’t yet prepared for. Hoteliers must be ready to connect with an evolving range of guests, from Asia and other less traditional source markets, as patterns shift.
What’s the trend?
Compared with the year prior, check-ins from international travellers were higher in all markets but one. Malaysia, New Zealand and Taiwan saw the biggest jumps as a result of their borders reopening in 2022.
What does it mean?
In 2023, the switch back to international adventures among travellers became real. As their mix of guests diversifies, hoteliers would do well to understand who their guests are and where they are arriving from in order to be strategic about how they market and sell their rooms.
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