CHAPTER TWO. · through the expanding middle class, the growing millennial travellers, and the increasing identity of being a traveller. Where in the past, travel was open to a select

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ContentsINTRODUCTIONForwardExecutive SummaryMethodology

CHAPTER ONE. Regional HighlightsPopularity Contest – South Korea and Vietnam are the new favouritesTurkey on Top - The emergence of Turkey as a preferred travel destinationBedtime Search – Bedtime is the best time for engaging travellers Spacious Savings – Premium economy on the rise

CHAPTER TWO. Regional Deep Dives Where are APAC travellers going? Mobile usage in travel bookingsLooking harder. Booking later. Tell me about it – Uncovering what inspires APAC travellersBack before you know it

CHAPTER THREE. Market Level Highlights AustraliaHong Kong JapanNew ZealandSingaporeSouth KoreaTaiwanThailand

Lake Balinsasayao, Philippines

1

ForewordFirst things first, I’m super proud of this report. Skyscanner is in a unique position to uncover travel trends across the region. Our data spans billions of data points across more than 1,200 partners from both airlines and online travel agencies, offering unbiased and deeper insights into travel.

Travel is a constantly changing industry but ironically, some things never change. The top destinations continue to dominate every year, playing musical chairs with the rankings. At the same time, we see that while travellers may play favourites, they are always in search of new and unique places. It never ceases to amaze me how things are evolving in Asia. The pace and speed of growth in the region is unbelievable. We see this through the expanding middle class, the growing millennial travellers, and the increasing identity of being a traveller. Where in the past, travel was open to a select few, now it is more attainable than ever.

That’s where we come in. It is where Skyscanner’s story begins. We started out as a spreadsheet to help other travellers like you make sense of a complicated industry. We want to put travelling in your own hands and we continue to change our business and evolve based on your needs. You’ll see those changes and behaviours play out in this report. Some you’ll find you’ve known all along, while some may surprise you. Keep on reading and I hope you enjoy this report. Cheers, Paul WhitewayHead of Growth, APAC

Legazpi, Philippines

2

Executive SummaryAs the world’s travel search company, we help over 80 million travellers explore and experience the world. With roughly 60% of Millennials residing in Asia and travel no longer seen as a luxury but a necessity, Asia Pacific is one of our rising stars in terms of growth, and rightly so.

Key Highlights

Popularity Contest:The rising popularity of South Korea and Vietnam as preferred destinations for off-the-beaten track holidays for APAC travellers in 2018.Turkey on Top: The emergence of Turkey as a preferred travel destination.Bedtime Search: The relationship between travel search times and average bedtimes across APAC.Spacious Savings: The increase in travellers flying Business Class and Premium Economy.

Overall Trends Where are travellers going?

Japan still remains the top choice for travellers within APAC, with Tokyo, Osaka and Okinawa all ranking amongst the top 10 most popular destinations. London is the only destination outside APAC to make the list.South Korea and Vietnam are emerging as destinations of choice within APAC. Busan, Jeju and Nha Trang show the most growth compared against the major hubs of Seoul and Ho Chi Minh City.Turkey shows the largest growth in popularity outside APAC, most likely due to the market’s cultural attractions, entertainment options and a beneficial exchange rate drawing in visitors. The popularity of Istanbul is growing the fastest amongst APAC travellers.

How are travellers planning, searching, and booking trips?

Bedtime is the optimum time to search for flights for most APAC travellers with travel planning done between 11pm and 1am.Business Class and Premium Economy travel saw growth of up to 62% and 46%, respectively. Reduced fares have encouraged APAC travellers to book more comfortable seats and long-haul flights. Travellers are increasingly using their mobile devices to book travel, with Skyscanner mobile use increasing by up to 3.5 %. Coupled with the increasing adoption of mobile payments in APAC countries, booking and paying on mobile devices are becoming the norm.In APAC, 5 out of 8 markets start their flight search earlier while making bookings closer to departure. With numerous travel sales, promotions and airline deals, decision making is becoming more complex for travellers .APAC travellers are more inclined to trust first-hand accounts, with 60% citing word of mouth as the top source of inspiration, followed closely by social media. Among travellers aged 18 to 29 years old, social media rules, while Hong Kong travellers see celebrities as king.

As more and more Asians are taking to the skies, understanding behaviours and preferences is important in not only understanding where they have been but also where they are going. This report is based on Skyscanner data, supported by studies from external sources. The report looks at data from the period of October 2016 to September 2018 and covers 8 of our markets in APAC, namely Australia, Hong Kong, Japan, New Zealand, Singapore, South Korea, Taiwan, Thailand.

3

Methodology

Sample Size (Total n = 7,548)Australia : n = 1,107Hong Kong : n = 1,002Japan : n = 1,004New Zealand : n = 906

QUANTITATIVE DATA COLLECTION METHODSIt represents a combination of comprehensive research, that include a quantitative online survey, travel data analytics and third-party research.

Data Search Period Consolidated the search preference of travellers on Skyscanner from October 2016 to September 2018Popularity rank: based on the order of how often a destination is being searched by travellers in a market Popularity YoY growth: calculated by how much a destination's share of total searches in the market has grown year on year.

Survey Qualifying CriteriaHave searched travel via Skyscanner from September to November 2018

Singapore : n = 1,006South Korea : n = 1,001Taiwan : n = 1,002Thailand : n = 520

4

CHAPTER ONE

5

Top Travel Destinations in 2017 and 2018 and Rank Movement (Country Level)

Rank Top 10 in 2017 Top 10 in 2018 Rank Movement

1st Japan Japan 0

2nd Thailand Thailand 0

3rd United States United States 0

4th China China 0

5th Taiwan South Korea 2

6th Indonesia Vietnam 2

Popularity Contest South Korea and Vietnam are the new favouritesFuelled by growth in other cities, South Korea and Vietnam take centre stage.

The new cool kids on the block Comparing 2017 and 2018 search figures show a significant increase in popularity, with South

Korea moving from #7 to #5 and

Vietnam from #8 to #6, shifting above both Taiwan and Indonesia.

Japan

Thailand

United States

China

Taiwan

Indonesia

South Korea

Vietnam

United Kingdom

Philippines Philippines

United Kingdom

South Korea

Indonesia

Japan

Thailand

United States

China

Vietnam

Taiwan

10

8

5

9

1

2

3

4

6

7

0

1

2

3

0

0

0

0

2

2

2018 Rank

RankMovement

Top Destinations in 2017


*Numbers shown on this table are ranked abased on their respective search volume.

Seoul, South Korea

6

South Korea and Vietnam attracting different visitorsKorea Tourism Organisation (KTO) has revealed that Japan, Vietnam, and Thailand contribute the highest number of travellers to South Korea [1]. Skyscanner data has also seen significant growth in flight searches from the same markets, with the addition of Philippines to the KTO list. Vietnam, on the other hand, attracts a different crowd. According to The Vietnam Tourism Board, the country has the largest number of visitors from South Korea, China, Japan and Taiwan [2]. Skyscanner data also shares the same trend, with the addition of Hong Kong to that list.

The road less travelledOur data suggests APAC holidaymakers are willing to travel further in search of brand new experiences, reflected by rising interest in destinations other than the major travel hubs. Comparing to Seoul that grew by 14% year on year in searches, Jeju and Busan recorded growth in popularity of 43% and 19% respectively. The popularity of Busan is also expected to increase farther as Silkair launches direct flights of up to four times a week from Singapore to Busan. While Ho Chi Minh City grew by 7%, much of the growth has shifted to sister cities like Nha Trang and Da Nang, with growth in search at a record of 152% and 24%, respectively.

Popularity contestWith growth this large, both South Korea and Vietnam have been recognised with industry awards. South Korean cities have received multiple nominations at the World Travel Awards 2018, and Vietnam won ‘Asia’s Leading Destination’ at the 25th Annual World Tourism Awards 2018 [3].

Philippines Japan Vietnam

108%64% 50%

Taiwan South Korea Hong Kong

59%46% 37%

YoY increase in flight searches to South Korea

YoY increase in flight searches to Vietnam

*Data shows the top 3 markets with the highest YoY increase in search volume for

flights to South Korea.

*Data shows the top 3 markets with the highest YoY increase in search volume for flights

to Vietnam.

Da Nang, Vietnam

[1] “Travel destination statistics of overseas tourists.” Korea Tourism Organisation, Sep. 2018

[2] "International visitors to Viet Nam in October and 10 months of 2018." Viet Nam National

Administration of Tourism, Oct,.2018

[3] "Asia Winners 2018." World Travel Awards, Sep.2018

7

Turkey at the topFor popular destinations outside APAC, Turkey saw increased growth of 35%, followed by Portugal and Hungary, at 34% and 30%, respectively.

Turkey Portugal Hungary Austria Pakistan

35% 34%

30%

23%21%

South East Asia drives searchTurkey’s popularity is driven and originates mainly from Vietnamese, Filipinos and Taiwanese travellers, doubling in growth from each market. As of August 2018, ‘Trading Economics 2018’ reports the number of actual visitors to Turkey has increased by 5.4 million, a growth close to 16% [4].

Istanbul is bestIstanbul is ranked as the 4th most searched destination by APAC travellers in 2018 with an increase of 34%. On Instagram, #turkey has been tagged 39 million times, whereas its key destination #istanbul has over 67 million hashtags. What makes Istanbul attractive are its unique blend of ancient history and diverse cultures, the weakening of the Lira, and Cappadocia and Pamukkale becoming aspirational Instagram destinations for those living life ‘for the Gram’.

Turkey on Top The emergence of Turkey as a preferred travel destination Global travel searches amongst APAC travellers show a shift in preference from traditional holiday destinations to the more exotic and less-travelled.

Non-APAC destinations with highest YoY growth in flight search

Cappadocia, Turkey[4] “Turkey Tourist Arrivals”. Trading Economics, Sep. 2018 8

Our survey revealed that a majority of travellers do their research in bed. Close to 60% of Hong Kong respondents do their travel research lounging in bed. While in South Korea, 50% of respondents conducted travel searches just before sleeping.

Bedtime RoutineA deeper analysis of Skyscanner mobile usage behaviour show that in most APAC markets, travel planning is done between 11pm and 1am, matching average bedtimes. This behaviour forms a critical part of evening routines, as a form of entertainment or personal time before bedtime. Mobile devices have also made it more convenient to do so.

Bedtime Search Bedtime is the best time for engaging travellers

Post-dinner activityNotable exceptions to this trend are Australia, New Zealand and Thailand. Peak usage of Skyscanner mobile in these countries is between 7pm and 10pm. Even though average bedtimes [5] are only slightly earlier, this behaviour suggests that travel planning is a ‘post-dinner’ endeavor.

South Korea Japan Hong Kong Singapore

Taiwan Australia New Zealand Thailand

Peak time of app usage Average bedtime

AM AM AM

AM AM

PM

PMPM

[5] “Average sleep quality ranking”. Dailymail.co.uk, May. 2015 9

Price reductions leading to growthSkyscanner data shows significant price reductions of 6% for Business Class and almost 10% for Premium Economy between 2017 to 2018. For example, average Business Class fares dropped by 14% on Sydney to London routes and 7% for Seoul to Bangkok routes. Similarly, average Premium Economy class fares dropped 17% for Taipei to Los Angeles and 7% for Seoul to Paris routes. As a result of this reduction in cost, the share among cabin classes has seen a drop in Economy class, while Premium Economy and especially Business Class have recorded a notable increase in percentage share of passengers. Unsurprisingly, momentum has shifted towards Premium Economy and Business Class with significant growth. Premium Economy leads the shift with an increase of 62%, while Business Class recorded an increase of 46%.

Spacious Savings Premium Economy on the rise Premium Economy and Business Class fares have dropped in the last few years, positioning premium cabin classes as a much more affordable and enticing option for APAC travellers.

First Business Premium Economy

29%

46%

62%

22%

Cabin Class YoY Growth from 2017 - 2018Cabin Class YoY Growth from 2017 - 2018

10

More APAC travellers are in for the long-haulPrice reductions are also seeing increased interest amongst APAC travellers in booking long-haul flights, as the more comfortable Premium Economy and Business Class make travelling longer distances less of a deterrent. Data collected on the 10 most-searched routes for Premium Economy and Business Class in APAC turned up definitive results. The data shows a significant increase in the percentage of travellers flying Premium Economy or Business Class on long-haul flights across the 80 routes. The percentage of APAC travellers flying Premium Economy and Business Class also dropped significantly on short and medium routes in 2018, possibly confirming travellers are going further afield to take full advantage of superior comfort and reduced prices.

Australia topped the rankings with close to 49% growth in Premium Economy and Business Class. This was mostly as a result of long-haul flights to popular destinations to the United Kingdom, United States, Italy and France. Taiwan, ranking 2nd, showed that while Premium Economy increased for long-haul flights, Business Class growth consisted primarily of short to medium-haul flights within APAC. This could be due to increased business travel, or travellers seeking a more affordable premium service experience.

Top Countries with Business & Premium Economy Cabin Class Growth

Business Premium Economy

1st Australia Australia

2nd New Zealand Taiwan

3rd South Korea Singapore

YoY change in search for Premium Economy flights by flight duration

2017

2018

18% 76%

14% 83%

Short Haul Medium-Haul

Long-Haul

1

2

3

4

5

Australia

New Zealand

South Korea

Thailand

Malaysia

Australia

Taiwan

Singapore

Japan

New Zealand

Business Class

2018 Rank

Premium Economy

Top markets with Business & Premium Economy Cabin Class growth

*Based on 10 most searched route for Premium Economy flights from 8 APAC markets

Sydney, Australia

11

CHAPTER TWO

12

Shift in popularitySouth Korea and Vietnam see a surge in popularity, jumping up two spots in ranking from 2017 to 2018. Indonesia dropped

from #6 to #9, while the United Kingdom moved up one place

to #8.

Where are APAC travellers going?Japan, Thailand and the United States continue to hold the top 3 spots as the most popular destinations for APAC travellers from 2017 to 2018. However, there has been a shift in the popularity for other destinations.

10 most popular destinations in 2018



1st Japan Japan 0



4th China China 0



Japan

Thailand

United States

China

Taiwan

Indonesia

South Korea

Vietnam

United Kingdom

Philippines Philippines

United Kingdom

South Korea

Indonesia

Japan

Thailand

United States

China

Vietnam

Taiwan

10

8

5

9

1

2

3

4

6

7

0

1

2

3

0

0

0

0

2

2

2018 Rank

RankMovement



*Numbers shown on this table are ranked a based on their respective search volume.

13

City level resultsWhen results are broken down to city level, a similar trend appears. Tokyo, Bangkok and Osaka take the top 3 spots, matching global popularity figures. Travel within APAC seems to still be most popular with 9 out of 10 destinations in the top 10 coming from the region. Japan is the most popular destination in the rankings, with three cities featuring strongly within the Top 10. Tokyo takes #1 with Osaka #3 and Okinawa #10.

Top Travel Destinations in 2017 and 2018 and Rank Movement (City level)

2017 Top 10 2018 Top 10 Rank Movement

1st Tokyo Tokyo 0

2nd Bangkok Bangkok 0

3rd Osaka Osaka 0

4th Taipei Seoul 1

5th Seoul Taipei 1

6th Hong Kong Hong Kong 0

7th London London 0

Nha Trang

Jeju

Vladivostok

Istanbul

Budapest

Lisbon

Angeles

Hyderabad

Da Nang

Bengaluru

152%

43%

35%

34%

30%

30%

29%

25%

24%

24%

Top emerging cities for APACtravellersTop emerging city figures explain South Korea and Vietnam’s jump in the rankings with Nha Trang showing a 152% increase and Jeju a 43% increase taking the 1st and 2nd spots.

Top emerging countries for APAC travellersTop emerging market results show Turkey lead the rankings, followed by Portugal, Hungary, and Austria.

Turkey

Portugal

Hungary

Austria

Pakistan

Russia

Bangladesh

Vietnam

South Korea

Greece

35%

34%

30%

23%

21%

20%

17%

16%

16%

15%

Top emerging cities with highest YOY Growth in searches Top emerging countries with highest YOY Growth in searches



1st Japan Japan 0



4th China China 0





1st Japan Japan 0



4th China China 0



Tokyo

Bangkok

Osaka

TaipeiSeoul

Hong Kong

London

Bali (Denpasar)

Singapore

Fukuoka Okinawa

Singapore

Taipei

Bali (Denpasar)

Tokyo

Bangkok

Osaka

Seoul

Hong Kong

London

10

8

5

9

1

2

3

4

6

7

1

1

1

0

0

0

1

0

0

1

2018 Rank

RankMovement

Top destinations in 2017

Top destinations in 2018

14

Mobile usage in travel bookingsData shows that users are increasingly booking their travel through Skyscanner mobile.

In 2018, the proportion of redirects made to partner sites has shifted from desktop to Skyscanner mobile by an average of close to 7%. This signals an important shift in customer behaviour, suggesting that Skyscanner customers in APAC are now more willing to book flights through their mobile devices.

Of the markets in the region, Taiwan and South Korea lead the shift towards mobile travel bookings, recording close to a 5% increase in usage on Skyscanner mobile. Market factors such as the mobile commerce landscape and availability of mobile-friendly payment options play a significant role in shaping the overall consumer behaviour and trust in transacting on mobile devices. Additionally, APAC travellers would be more inclined to search and book on their devices if websites are mobile-friendly. According to Statista, in Q3 2017, South Korea leads other APAC markets when it comes to mobile commerce with 58% of South Korean internet users making their purchases via their mobile phones [6].

Increase in % shares in redirects from Skyscanner mobile

Taiwan

South Korea

Hong Kong

Thailand

Singapore

New Zealand

Japan

Australia

0 20 40 60

2017 2018

South Korea

Thailand

Malaysia

Hong Kong

Singapore

China

Vietnam

Indonesia

Australia

Philippines

Japan

India

0 10 20 30 40 50 60

58%

52%

40%

40%

39%

39%

33%

31%

26%

25%

24%

20%

Internet users in APAC who have purchased with their mobile phone in Q3, 2017

(Source: Statista)

[6] “Asia Mobile Commerce Penetration 2017 | Statistic.” Statista, Jan. 2018

15

Looking harder,Booking laterAccording to the latest flight booking figures, APAC travellers are searching for their flights farther in advance, with 5 out of 8 markets showing an increase in average search lead days.

This increase in the number of days spent researching flights suggests that travellers are becoming more conscious of travel choices, and starting their travel search earlier to ensure they find the best deals. South Korea, on the other hand, saw a 4-day drop in the number of research days, from 48 to 44 days. This could be due to the growing popularity of weekend getaways within the country and also to nearby destinations.

According to a study released by Skyscanner last year, weekend travel has been on the rise for South Korean travellers to cities like Jeju (by 6 times) and Tokyo (by 8 times) as compared to 2015. Interestingly, despite taking longer to search, APAC travellers are making their final booking closer to departure. This could be a result of travellers waiting for the best deals with increased promotions, flash sales and deals from airlines and online travel agents.

Average search and booking lead days, 2018

65Australia

Hong Kong

Japan

New Zealand

Singapore

South Korea

Taiwan

Thailand

52

43

70

47

44

66

45

MarketsAverage Search

Lead DaysChange in days

from 2017

2

1

2

0

0

4

8

2

54Australia

Hong Kong

Japan

New Zealand

Singapore

South Korea

Taiwan

Thailand

48

44

61

44

40

66

41

MarketsAverage Booking

Lead Days

1

1

2

3

1

4

5

0

*Redirects made to partners' sites are viewed as 'bookings' in this media report.

Change in days from 2017

16

Tell me about it Uncovering what inspires APAC travellersWord of mouth is the number one source of inspiration and consideration for APAC travellers. According to our survey, this is unanimous across all age groups in APAC, with an average of almost 60% of all travel decisions made as a result of word of mouth.

Trusted reviewsThis shift towards word of mouth could be attributed to travellers wanting to ensure the most positive holiday experience.

60

45

30

15

0

Word of Mouth Ads Celebs Social TV Others

18-29 30-39 40-49 50-59 60 Over

Fear of missing outThe strong impact of social media, fuelled by first-hand travel experiences posted by peers, may be caused by fear of missing out (FOMO) and amplifying a desire for travel, especially in the youth market [7]. Travellers in the 18 to 29 age group seem to be influenced most, with 60% finding inspiration through social media. Social media remains the second-highest source of inspiration in the 30 to 39 demographic at 46%, and 40 to 49 age group at 38%, while dropping to 3rd behind TV in the 50 to 59 age group.

Inspiration by marketWhile word of mouth is the most important source of travel inspiration across APAC, when broken down to market level, some interesting discrepancies are found. Overall, the importance of advertisements and celebrity influencers in making travel decisions is ebbing across the region. In Hong Kong, however, celebrities are considered the most important source of inspiration. Social media beats word of mouth as the most inspirational travel source in Thailand and Taiwan. Surprisingly, TV shows and movies also rank higher than word of mouth in Taiwan.

#1Word of mouth

#2Social media

#3TV shows

Source of travel inspiration by age groups

(N = 7,548)

[7] “5 signs that you have travel FOMO.” IOL, Nov. 201717

Days

Back before you know itA look at the average trip duration taken by travellers across regions reveals that APAC travellers go on much shorter holidays compared to those from Europe or North America.

52 hours at work, 72 hours on holidayOn July 2018, the South Korean government, in an attempt to curb chronic overworking and improve work-life balance, implemented a reduced work week from 68 to 52 hours (40-hour week plus 12 hours overtime). While still longer than most work weeks in APAC, many travel experts suspect the reduced working hours will lead to growth in shorter holidays as weekend travel becomes easier. Over the last year, Skyscanner has seen an increase in the number of weekend getaways among South Korean travellers.

A study conducted by the Organisation for Economic Co-operation and Development (OECD) revealed that in South Korea, finding a suitable balance between work and life is a challenge for working adults. The study found that close to 21% of employees work very long hours, which is way above the OECD average of 13% [8].A study conducted by Skyscanner earlier in October revealed that 40% of working professionals surveyed have more than 10 unused annual leave days, out of which 31% stated that they could not use up their leave days due to heavy workload.

For instance, travellers from the Unites States and France typically spend an average of 7 and 10 days on holidays, respectively. The Japanese on average only go on 3-day holidays.

24

20

16

12

8

4

0

Japan South Korea Taiwan Thailand Hong Kong Singapore Australia New Zealand

3

10

3

15

47

46

47

5

14

10

20

10

20

Average Holiday Duration 2018 Standard Paid Annual Leave Days

Diving into the markets in APAC, we see a distinct preference for shorter holidays in most countries except for Australia and New Zealand, which could be due to differences in work-life culture and standard paid annual leave policies.

Average holiday duration 2018 vs Standard paid annual leave (Days)

77

Average holiday duration in 2018

[8] “Work-life Balance." OECD Better life index18

Aussies and Kiwis are away for days Australia and New Zealand report a different trend compared to other APAC markets, averaging close to 10 days per trip. With both being geographically isolated, international flights are mostly long-haul. As such, Australian and Kiwi travellers take more days off given the amount of time it takes for them to travel abroad. Australians and Kiwis also generally have better work-life balance. They enjoy some of the best paid annual leave policies, with at least four weeks or 20 days of paid leave days each year.

50

40

30

20

10

0

TW HK AU JP KR SG TH

None 1 to 2 3 to 4 5 to 6 7 and above

Singaporeans live and travel in APACFigures show that an average APAC traveller goes on 2 trips a year. However, 3 out of 10 Singaporeans, and 1 out of 10 Hong Kong travellers take 7 trips or more per year. With increasing budget flight options from Scoot, AirAsia and Jetstar, ‘Web in Travel, 2017’ report that Singaporeans' overall travel spending has decreased while their travel frequency has increased.

Number of international travel trips over the past 12 months by k t

Chiang Mai, Thailand

(N = 7,548)

19

CHAPTER THREE

20

Australia

Mobile 46%

Desktop 54%

Bed

Office

Transport

Café

Toilet

Queue

Others

92%

34%

21%

12%8%

5%4%

Where do travellers do their travel research?

Which plays a huge role in influencing travellers choice of travel destination?

Word of Mouth

Social Media

Others

TV Shows

Advertisement

Celebrities &Influencers

73%

34%29%

25%

17%

3%

What motivates travellers to travel?

Explore NewDestinations

Rest & Relaxation

Seeking Experiences

Self-fulfillment

Others

Bragging Rights

68%

54%

40%35%

24%

5%

Device Preferences (% share in 2018)




2nd New Z l d Taiwan

1

2

3

4

5

Bali

London

Bangkok

Singapore

Tokyo

Destinations

2018 RankRank

Movement

1

0

0

1

2





44%

37%

23%

46%

29%

YoY % Growth

Destinations

Rank Movement

9

15

16

14

5

Islamabad

Lisbon

Da Nang

Ahmedabad

Bengaluru

Top 5 destinations in 2018 Emerging destinations in 2018

21

Hong Kong

Mobile 50%Desktop 50%

Bed

Office

Café

Transport

Others

Toilet

Queue

61%58%

33%

23%21%

15%12%


Social Media

Word of Mouth

TV Shows

Others

Advertisement

63%59%

43%40%

20%

9%

Rest & Relaxation

SeekingExperiences


Self-fulfillment

Bragging Rights

Others

83%

58%55%

41%

9%7%





1

2

3

4

5

Taipei

Tokyo

Bangkok

Osaka

Seoul

1

0

0

1

0

34%

45%

25%

40%

20%

8

13

11

7

6

Rome

Moscow

Prague

Da Nang

San Francisco

YoY % Growth

Destinations

Rank MovementDestinations

Rank Movement






2018 Rank

22

Japan

Mobile 68%

Desktop 32%

Bed

Office

Transport

Café

Others

Toilet

Queue

91%

42%

32%

22%

7%5%

5%

Word of Mouth

Social Media

Others

TV Shows

Advertisement


51%

40%40%

33%

14%

5%

Seeking Experiences

Rest & Relaxation


Self-fulfillment

Others

Bragging Rights

68%

61%60%

16%12%

3%





1

2

3

4

5

Seoul

Taipei

Bangkok

Honolulu

Hong Kong

0

0

0

91%

86%

93%17

14

15

Istanbul

Jeju

Vladivostok0

0 --

--

--

YoY % Growth

Destinations


Rank Movement






2018 Rank

23

New Zealand

Mobile 44%

Desktop 56%

Bed

Office

Transport

Café

Toilet

Queue

Others

92%

37%

15%14%

7%5%

4%

Word of Mouth

Social Media

TV Shows

Others

Advertisement


74%

33%28%

27%

16%

4%


Rest & Relaxation

SeekingExperiences

Self-fulfillment

Others

Bragging Rights

68%

51%

40%

32%

24%

6%





1

2

3

4

5

London

Sydney

Melbourne

Bali

Brisbane

0

0

0

93%

30%

122%

78%

92%

62

45

20

62

75

Skopje

Fukuoka

Kiev

Florianopolis

Malaga

0

0

YoY % Growth

Destinations


Rank Movement






2018 Rank

24

Singapore

Mobile 43%

Desktop 57%

Bed

Office

Transport

Café

Queue

Toilet

Others

87%

50%

39%

19%13%

11%

4%

Word of Mouth

Social Media

TV Shows

Others

Advertisement


69%

53%

39%

22%

15%

7%

Rest & Relaxation


SeekingExperiences

Self-fulfillment

Others

Bragging Rights

71%67%

43%

36%

21%

5%





1

2

3

4

5

Bangkok

Tokyo

Kuala Lumpur

Seoul

Taipei

0

0

0

69%

170%

174%

137%

111%

55

25

55

47

29

Dubrovnik

Hiroshima

Jinjiang

Padang

Berlin

1

1

YoY % Growth

Destinations


Rank Movement






2018 Rank

25

South Korea

Mobile 66%

Desktop 34%

Bed

Office

Transport

Café

Others

Toilet

Queue

50%48%

39%

21%

11%

7%4%

Word of Mouth

Others

TV Shows

Social Media

Advertisement


49%

32%32%

31%

4%3%

Rest & Relaxation

Self-fulfillment


Seeking Experiences

Others

Bragging Rights

63%

48%48%

47%

5%5%





1

2

3

4

5

Osaka

Tokyo

Bangkok

Fukuoka

Da Nang

0

1

1

361%

72%

259%

486%

225%

70

29

27

78

58

Nha Trang

Seville

Palawan

Kagoshima

Porto

1

0

YoY % Growth

Destinations


Rank Movement






2018 Rank

26

Taiwan

Mobile 53%

Desktop 47%

Café

Office

Bed

Transport

Others

Toilet

Queue

64%

56%54%

19%

13%

7%4%

Social Media

TV Shows

Word of Mouth


Others

Advertisement

56%55%

47%

38%

18%

10%

Rest & Relaxation

SeekingExperiences


Self-fulfillment

Bragging Rights

Others

73%

64%

51%47%

27%

4%





1

2

3

4

5

Tokyo

Osaka

Okinawa

Seoul

Hong Kong

0 183%

103%

91%

90%

87%

26

61

14

16

29

Yellowknife

Istanbul

Copenhagen

Jeju

Dubrovnik

0

0

0

0

YoY % Growth

Destinations


Rank Movement






2018 Rank

27

Thailand

Mobile 62%

Desktop 38%

Bed

Office

Café

Transport

Toilet

Others

Queue

77%

69%

37%35%

12%8%

6%

Social Media

Word of Mouth

TV Shows

Advertisement


Others

74%

61%

34%

23%

15%9%

Rest & Relaxation

Self-fulfillment


SeekingExperiences

Others

Bragging Rights

77%

68%

45%

36%

11%5%





1

2

3

4

5

Tokyo

Hong Kong

Seoul

Singapore

Osaka

0

0

0

859%

367%

125%

31%

39%

33

122

82

17

12

Dalat

Jaipur

Tbilisi

Cape Town

Amman

1

1

YoY % Growth

Destinations


Rank Movement






2018 Rank

28

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Documents

CHAPTER TWO. · through the expanding middle class, the growing millennial travellers, and the increasing identity of being a traveller. Where in the past, travel was open to a select