Travelling with purpose
People want to go places, but they also want it in a more immersive way
THESE ARE INFLATIONARY TIMES, BUT if there is one thing some consumers are refusing to cut back on, it would be travel.
Maybe it’s the trauma of having been stuck on home soil during the Covid-19 pandemic, but recent research has shown that despite financial concerns ranking highest among their worries (42 per cent), a whopping 73 per cent of Asia-Pacific (Apac) travellers maintain unwavering optimism for their travel plans over the next 12 months.
This is based on online travel agency Booking.com’s 2023 edition of the Apac Travel Confidence Index, which surveyed over 8,000 travellers from 11 markets between April and May this year.
Over half (53 per cent) of travellers surveyed have no intention of postponing any of their travel plans. Further, 59 per cent of them intend to increase both the number of trips they take and their travel budgets for the year.
In terms of confidence level in each market, Singapore ranks fourth, with travellers from the city state prioritising comfort and convenience. “They seek indulgent experiences and accommodations with maximum relaxation,” says the report, adding that they value personalised services and high-quality amenities.
Some 43 per cent of Singaporean travellers want to immerse themselves in local culture, hankering after authentic experiences that bring them closer to the heart and soul of a destination. They are also driven by their stomachs apparently, with 79 per cent of them prioritising food and dining experiences while travelling.
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The findings line up with Amadeus’ new Traveller Behaviour Report. In its study on the future of travel, the travel technology company found that Singaporean travellers will prioritise human interaction and on-trip experiences in the next 10 years.
Compared to other travellers, what is more important to them are the memories made, the people they travel with and the places they explore.
Immersive, experiential travel
Indeed, this preference for immersive, experiential travel comes from people who are really travelling with purpose, says Christine Galle‐Luczak, founder of luxury hotel representation company, Heavens Portfolio.
“Transformative travel is what we are seeing right now,” she tells BT Luxe. “People are not going to a destination just to relax, but to learn and grow in their understanding of the destination. It’s more assertive and less shallow. For instance, previously, people went to the Maldives just to relax, but now they want to see how coral reefs are being preserved, understand more about the fish and their habitat and even help plant corals.”
Travellers also want to increase knowledge about the community surrounding the destination and understand how resorts are operating within the community, including their suppliers and how they integrate native produce.
This 360-degree approach to travel has even led to resorts taking guests to the back-of-house so they can be shown water conservation and waste management practices.
To differentiate the experiences they offer, hotels and resorts are working not only with locals but also organising pop-ups, where experts ranging from artists to astronauts come to share their knowledge and help build memories for guests.
Many luxury operators also have pre-arrival forms for guests to fill in, to better understand their interests and main purpose for their trips.
“It’s not easy to implement because not everyone has time to sit down and fill it up,” says Galle‐Luczak. “It’s also more tedious and requires more preparation and networking from the operations side. But it does help in really cutting that booking into many pieces and building up the trip around the traveller, so it is tailor-made for the guest.”
She cites the example of a horse-lover who visited a London hotel. The general manager got the concierge to visit an antique shop to find an old book about horses with beautiful illustrations. It was displayed in the guest’s room upon his arrival, rather than a bottle of champagne. The guest was blown away.
“It can be very simple or elaborate, but operators have to be creative to appeal to the individual guest or group, so you cannot replicate it,” says Galle‐Luczak. “You have to find that element that will touch their hearts and make them remember their stay.”
So, what will your next travel experience be like?
Before you hop on the next plane, train or ship, check out BT Luxe’s special travel supplement for some adventure-worthy inspirations. And prepare to get those great memories made.
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