Expedia Group reveals rise in affluent Asian travellers
The growing Asian middle class is set to boost the global travel industry
Asia’s middle class is expected to reach 3.5 billion people and make up two-thirds of the world’s middle class by 2030. A recent study from Expedia Group provides travel industry professionals with the context to better serve the increasing number of mass-affluent (meaning middle-upper income) travellers from Asia and tailor offerings to their preferences. Conducted in partnership with Atomik Research, the study surveyed 4,000 respondents across China, India, Indonesia, Singapore, and Vietnam.
Asian travellers expected to prioritise travel spending in 2025, despite inflation pressures
Through deals, discounts, and packages or a tendency to prioritise travel over other forms of discretionary spending, mass-affluent Asian consumers are finding ways to alleviate the impacts of inflation and keep room in their budget for travel. These travellers plan to spend an average of 23% of their income on travel in the next 12 months, and four in five (81%) said that travel was a priority despite inflation. Moreover, nearly two in five (39%) said they would prioritise travel over buying a new car or upgrading electronics, and close to one in three (32%) would prioritise it over dining out.
Asian travellers expected to invest in long-haul trips, with multiple destination stops
While many mass-affluent Asian travellers plan to visit other countries in the Eastern and Southeastern Asian regions, a significant number are drawn to international destinations farther afield. Overall, countries such as Japan, the US, Canada, France, South Korea, Australia, and Germany top their lists.
On average, these travellers plan four destinations over 10 days for the next international trip. Interestingly, travel length and total destinations vary significantly across regions. Indian travellers plan for longer trips, averaging 14 days, compared with Vietnam’s travellers with the lowest length at eight days. Indian travellers often plan for five or more destinations on their next international trip, while Singaporean, Chinese, Vietnamese and Indonesian travellers often report planning for four or fewer.
When it comes to travel planning, more than one in three respondents relied on travel agents – the majority (72%) said they use platforms like Expedia when booking. They commonly cite using a travel app for booking hotels (73%), booking flights (70%) and finding activities or excursions (52%). This reliance on digital tools is further emphasised by the fact that 83% of people in Asia Pacific have a travel brand’s app installed on their device, and 36% use the app regularly.
Asian travellers seek luxury travel experiences
The survey found that mass-affluent Asian travellers prioritise premium amenities and high-end accommodations, making these key factors for partners across the industry.
Despite regional variations, flight upgrades, premium accommodations, and exclusive experiences are top of mind. Chinese, Singaporean, and Vietnamese travellers strongly prefer gourmet dining, while Indian travellers favour first-class or business-class seats, and Indonesian travellers desire private tours, the survey found. Across the board, airline and accommodation upgrades emerge as the two most popular choices. All-inclusive packages are one of the most likely buys among travellers in India (61%), Indonesia (61%) and Vietnam (58%).
Earlier this year it was reported that travel from India has been boosted by a growing middle class.