Southeast Asian travel tech company Traveloka has unveiled insights from its inaugural Asia Pacific (APAC) consumer survey, revealing key trends in digital adoption and consumer trust across nine markets.
Nearly 12,000 respondents were surveyed, 1,023 of whom were from Singapore. The findings offer valuable guidance for travel brands seeking to engage consumers effectively in 2025.
The report highlights Singaporeans’ strong embrace of travel platforms. Fifty-three per cent of respondents use these digital tools to book accommodations, transportation, and activities. This trend mirrors that in Indonesia, where usage rates are equally high.
The reliance on travel platforms in these countries reflects significant confidence in their security and reliability, with 83 per cent of users expressing moderate to high levels of trust.
Conversely, the survey reveals a stark contrast in Japan, where only 18 per cent of travellers turn to travel platforms. Instead, they rely on traditional resources such as online travel blogs and navigation apps. This cautious approach underscores a preference for well-established methods over newer digital tools, indicating that travel brands may face a steeper challenge in fostering digital trust among Japanese consumers.
Also Read: Singapore’s Belli wins FutureTravel Summit in Barcelona for innovative air cargo solution
Across APAC, trust and value are pivotal factors shaping travel tech choices. Respondents overwhelmingly favour platforms that offer exclusive discounts, reliable customer reviews, secure payment options, and the convenience of all-in-one solutions.
These features not only attract cost-conscious travellers but also enhance the overall user experience, making platforms indispensable for trip planning.
Beyond pricing
Across the region, the interplay between trust and value emerges as a critical driver of travel platform adoption. As mentioned before, travellers are drawn to platforms that offer exclusive discounts, reliable customer reviews, secure payment options, and convenient all-in-one solutions.
These features not only address immediate consumer needs but also enhance the overall user experience.
For travel brands, the report underscores the necessity of balancing competitive pricing with long-term strategies to build loyalty. While budget-conscious travellers may be swayed by discounts, retaining them requires more than affordability. Secure transactions, transparent data practices, and personalised user experiences are essential to cultivating trust and fostering repeat engagement.
The findings also highlight the diverse expectations across APAC markets, signalling the need for nuanced approaches to customer engagement. In markets such as Indonesia and Singapore, where digital adoption is high, brands must continue to innovate and refine their offerings to stay ahead of competitors.
Also Read: Money travelling: Insights from Singapore Fintech Festival on travel and finance
Conversely, in markets such as Japan, efforts should focus on addressing scepticism and gradually building trust through reliable and user-friendly digital solutions.
How APAC travellers pay
The report also underscores the striking variation in payment method preferences across the region. These differences, shaped by cultural norms and the level of technological adoption, highlight the importance of tailoring payment solutions to local needs.
Thailand exemplifies a strong preference for traditional payment methods, with 72 per cent of travellers favouring cash transactions. This reliance on cash reflects the relatively lower penetration of digital payment solutions in the country than other APAC nations.
Despite growing efforts to promote digital financial services in Thailand, this preference underscores the enduring significance of cash as a trusted and familiar transaction method.
In contrast, Korea showcases one of the highest adoption rates of electronic payments in the region, with 84 per cent of respondents preferring credit or debit cards for their transactions. This trend points to a robust level of trust in digital payment systems and a well-established infrastructure that supports seamless electronic transactions.
Also Read: Money travelling: Insights from Singapore Fintech Festival on travel and finance
The report identifies a critical challenge for travel brands operating in the APAC region: accommodating these vastly different payment preferences. Leading travel platforms are already addressing this challenge by offering a broad range of payment options, including credit and debit cards, local mobile wallets, Buy Now Pay Later (BNPL) services, and installment plans.
—
Image Credit: Anete Lūsiņa on Unsplash
The post APAC travellers of 2024: Singapore shows high trust in travel platforms, but deals remain a decisive factor appeared first on e27.