Understanding the travel habits of ‘Asian millennials’ is essential to understanding the business, family, or senior traveller of tomorrow. That was the message from the PATA seminar, ‘The Rise of the Young Asian Traveller’ which was held March 5 at ITB Berlin. In a panel moderated by Peter Jordan, PATA In-house consultant, the audience heard from Pyung-sup Shin, Executive Director for Overseas Marketing of the Korea National Tourism Organization on the successful 2012 ‘Touch Korea Tour’ campaign and how it drew interest from thousands of potential young visitors from around the world. High-value Asian students studying in Europe were the focus of comments by Thibault Ruffat, Head of European Tourism for ChicOutlet Shopping. He emphasized that it was not just young Chinese visitors who were shopping in Europe, but Indonesian and Korean tourists too. Charlie Ballard, Director of Research for TripAdvisor, described how according to the company’s research, travellers from the Asia Pacific region were highly attracted to specific cultural attractions and the possibility of having fun. He also described how domestic travel was still high on the agenda for many travellers in Asia.
Ivy Chee, PATA Regional Director – East Asia, told the audience that PATA will continue to build its ‘Next Gen’ initiatives. Currently, 11 PATA Student Chapters have been established in Asia. The PATA Face of the Future award recognizes rising stars of the travel industry. In addition, the Association has launched the PATA Internship Associate Programme.
PATA is currently collecting data on the travel habits of young Asian consumers through an online survey, available online until March 21, 2014. The survey is available to complete in English, Chinese (Mandarin), Japanese, Korean and Thai. Participants can enter a draw to win great prizes, sponsored by Tourism Malaysia and Aloft Hotel – Sukhumvit 11 Bangkok.
The report on young Asians’ travel habits will be released this April.