Amadeus Research Reveals Thai Travellers Seek Tailored Experience in an Increasingly Social World


In today’s world of personalisation, research by Amadeus reveals that 79% of Thai travellers would be open to sharing their personal information in return for a more personalised experience. 

Amadeus Research Reveals Thai Travellers Seek Tailored Experience in an Increasingly Social World
Tourists going on a tropical holiday

Thai travellers ignore the glossy pictures of travel brochures and the carefully curated Instagram feeds of celebrities.

Amadeus publish a report on Thai travellers titled ‘The Journey of Me Insights: What Thai Travellers want‘. The research looks into how Thai travellers plan and book their trips, to how and why they want to stay connected while travelling, to how frequently they use sharing economy services and to the types of new technologies they would be most interested in. 

The findings unveiled four themes for travel providers to focus on:

The personalisation-privacy paradox – Thai travellers will share data: In a world where people expect increasingly bespoke customer service, 79% of Thai respondents are revealed to be open to sharing personal data for more relevant offers and personalised experiences. For travel providers, the mandate is clear – personalisation must be carefully balanced against rising privacy concerns. They will need to respect and protect personal data and the need for privacy at all times. Above all adhering to legislation, travel players must be able to articulate ‘what’s the value?’ to get travellers to share their data.

Get real: Recommendations they can trust – Thai travellers take their lead from other travellers. Inspiration is the doorway to opportunity for travel providers, but authenticity is the key to unlocking it. When planning trips, Thai travellers ignore the glossy pictures of travel brochures and the carefully curated Instagram feeds of celebrities. Instead, 1.3 out of 3 respondents are influenced by the reviews of likeminded individuals on online booking sites and 1.2 out of 3 take inspiration from social media, both sponsored content and posts from their friends and family.

The right content, through the right channel, at the right time – Thai travellers are social, don’t email us: In the world of travel, every engagement point matters. Beyond personalisation, connecting with travellers in a timely and intuitive manner is equally important. While the vast majority of Thai travellers would be interested in receiving travel recommendations from the moment they consider a trip all the way up to while they are on the trip, travel players must consider carefully how to connect with them and with what content. 47% of Thai travellers prefer to receive updates and recommendations about their trip through social media, with only 17% happy to be contacted via email, the preferred choice of channel for the average APAC traveller. Recommendations that help them save money was the top choice for Thai travellers (36%), while timesaving tips were less popular (18%).

There are many Asias within Asia – The Thai report was part of a wider Asia Pacific report titled Journey of Me Insights conducted across 14 markets. The most dominant observation that emerged is that there is no consistent profile for the Asia Pacific traveller. Stark contrasts in behaviours, needs and preferences were observed across all geographic and demographic lines. For example, while 47% of Thai travellers prefer to receive updates and recommendations on social media, 70% of New Zealanders prefer emails. Separately, while 45% of Thai travellers have never used a sharing economy service for trip accommodation, almost half of all Indian travellers say they do so ‘often’ and ‘very often’. And while 84% of Singaporean travellers think it’s important to find service staff at the destination that speak a language they understand, only half (47%) of Malaysians do, with Thai travellers (8%) even less likely to think the same.

Mr Songwut Apirakkhit, Managing Director, THAI-Amadeus says, “This report from Amadeus reveals that Thai travellers are far more influenced by social media than the rest of the region, with 1.2 out of 3 respondents using it to plan a trip versus 0.6 out of 3 regionally. Behaviours and demands of travellers vary enormously from one country to another and the industry must come to grips with this. With Amadeus Journey of Me Insights, we hope to help our customers and partners shape a future of travel that travellers want.”

The Thai report is part of a wider report, Journey of Me Insights which 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, including 400 respondents in Thailand, who have travelled internationally in the last 12 months. Fieldwork was undertaken between 8th and 17th May 2017. The survey was carried out online.

Source: Amadeus