ILTM Asia Pacific 2022亞洲奢華旅遊展:亞太富裕階層正在重啟奢華旅遊

首先觀察到的趨勢是：

1/旅行社及旅遊顧問將繼續在假期預訂中發揮關鍵作用，因為 有高達92% 的亞太地區富裕人士計劃在明年使用它們。

2/許多富裕人士希望恢復風格旅行。幾乎一半 (48%) 的人計劃在假期上花費比新冠疫情前的旅行更多的錢，而只有 16% 的人預計會削減開支。

3/突發性旅行越來越少，許多人更喜歡提前計劃。提前預訂的假期 (62%) 和放鬆/緩慢假期 (61%) 比最後一刻預訂更受歡迎。

4/富裕的亞太地區旅行者也越來越希望減少飛行次數/逗留時間更長（50%）,並度假超過一周（45%）。

在顧慮方面，健康和安全問題 (59%) 處於領先地位，這表明對於許多旅行者來說，COVID 仍然是一個持續關注的問題。

5/儘管在過去一年中，國內和地區旅行是許多富裕旅行者最受歡迎的選擇，但仍有一群人認為已經在更遠的地方旅行，去探望家人是主要動機之一。

然而，對 COVID 的持續擔憂和爆發等突然變化,意味著一些人仍會擔心走得太遠。健康和安全（59%）仍然是影響最後一次和下一次預訂選擇的主要因素。

6/海灘假期（48%）是明年最受歡迎的計劃假期類型。緊隨其後的是城市休閒計畫（43%）。大家庭旅行 (38%) 仍然很受歡迎，而 61% 的人表示健康和保健現在也是計劃旅行時的一個重要因素。

7/大約一半以上富有的亞太地區旅行者更喜歡奢華體驗而不是商品，類似比例的人有​​目的地清單和他們試圖完成的經歷。總體而言，大約一半的人表示他們更喜歡更多的空閒時間而不是額外的錢，特別在中國這一比例上升到 86%。

8/近親、合作夥伴和朋友對假期預訂的影響最大，而三分之二 (65%) 的人表示旅行社將在未來 12 個月內產生影響。

最近和未來的旅行趨勢

關鍵點

1/82% 的亞太地區富裕人士在過去一年中至少度過了一次國內假期，超過一半的人去了其他亞洲國家。

2/總體而言，城市度假、海灘度假和大家庭度假是去年最受歡迎的度假類型，預計未來 12 個月內仍將如此。

3/幾乎一半 (48%) 的人計劃在假期上花費比新冠疫情之前更多的旅行費用，而只有 16% 的人預計會削減開支。

4/五分之二的人正計劃開始旅行

跨越多代的大家庭旅行仍然是一個關鍵的增長領域

首先看看過去一年的旅行。不出所料，總人數明顯減少，自 2021 年夏季以來的所有類型的假期,大多數人表示他們的旅行少於 Covid-19 之前，因為大流行的影響,導致許多旅行者避免長途,甚至中距離旅行,取而代之,留在離家更近的地方。正如預期的那樣，國內旅遊因此成為去年許多人的首選。

近年來，多代和大家庭旅行預計將成為一個關鍵的成長領域，這反映在調查數據中。去年有 36% 的人參加了其中一次旅行，僅略落後於最受歡迎的類型：城市休閒 (41%) 和海灘度假 (38%)。

近三分之一的富裕亞太地區旅行者也參加了鄉村/鄉村旅行，這可能反映了自大流行以來他們對隱居和隱私的渴望增加。 45 歲以下的人比 45 歲以上的人更有可能選擇假期，這反映出前者比老年人更願意早日恢復旅行。

針對國內或地區旅行，出於健康、COVID 爆發時的便利等原因，同時也是為了支持其國家的經濟,近三分之二 (63%) 的人預計明年將進行兩次或兩次以上的國內旅行。區域旅行也將繼續受歡迎，預計將有 68% 的人參加，其中 39% 的人預計會參加兩次或以上。

然而，調查也看到了希望再次前往更遠地方的跡象。超過一半 (52%) 的受訪者預計明年將訪問歐洲某個地方，其中中國人、香港人和新加坡人最有可能這樣做。美洲，尤其是美國的入境旅遊也應該會有所增長，41% 的富裕亞太地區遊客計劃至少一次訪問美國，而只有大約四分之一的人計劃訪問中東或非洲。

鑑於某些地區嚴格的旅行規定，澳大利亞人和中國人最有可能繼續偏愛國內旅行。事實上，四分之一的中國人經常斷言,他們認為他們的政府比其他地方更好地控制了 Covid-19。澳大利亞,日本在富裕的亞太地區旅行者中仍然特別受歡迎，而夏威夷也是一個理想的目的地，因為它可以從東亞進入。

旅行者渴望認真恢復旅行的假設在調查數據裡得到了證實，因為大多數類型的假期都將在未來一年受歡迎。海灘度假 (48%)、城市度假 (43%) 和大家庭度假 (38%) 仍然是計劃旅行中最受歡迎的度假類型。

明年的一些顯著的長包括：富裕中國遊客的願望

心理健康旅行（+16 個百分點）、

新加坡人對文化旅行的渴望（+18 個百分點）以及

日本人對更多活動和海灘度假的渴望（+15 個百分點）。

再一次，45 歲以下的人比 45 歲以上的人在來年享受所有這些類型的假期的可能性要大得多。

旅行者最近假期預訂的優先事項可能是一個很好的指標：

大流行對最近旅行習慣的影響顯而易見，因為該地點的健康和安全/衛生在上次假期預訂中引領了影響因素。總體而言，57% 的人將此列為重要考慮因素，雖然它在所有六個國家都引起了高度共鳴，但在韓國人中漲幅最高（65%）。這顯然是上述國內旅遊受歡迎的原因之一，許多富裕的旅行者更願意留在自己的國家，因為國外旅行仍有一些不確定因素。

總體而言，零售和食品/飲料是第二重要的因素（41%），新加坡人特別有可能將其納入假期計劃（61%）。

價格緊隨其後（35%），但這一數字受到澳大利亞遊客的價格敏感度（71%）的嚴重影響，而富裕的中國遊客只有 4%將價格列為他們旅遊決策過程中的重要內容。

在 COVID 之後，有大量關於旅行“重建得更好”的討論

在持續的全球氣候危機議題下,引起了許多富有的旅行者的共鳴,31% 的人表示可持續性/環境保護在他們的假期選擇中很重要，高達66% 的中國人特別重視。女性和 45 歲以下的人也比男性和 45 歲以上的人,更容易將可持續性旅遊環境因素納入他們的計劃。

幾乎一半的人同意,他們計劃在未來採取更可持續/環保的假期

氣候危機愈演愈烈，推動綠色旅遊的責任在旅遊業,消費者的關注顯然正在朝著更環保的方向發展：幾乎一半的人同意他們計劃在未來度過更可持續/環保的假期。

超過三分之二 (68%) 的富裕亞太地區旅行者表示這將在一定程度上影響他們的預訂決定，儘管只有 18% 的人認為這將非常有影響力。正如本報告其他地方所見，中國人最有可能考慮此類可持續指標（87%），以及 45 歲以下人群（80%）。另一方面，只有一半的日本和澳大利亞旅客表示這會對他們產生影響。明確包含這些環保信息,以提高對綠色旅遊的認識,可能對許多人來說是一個有用的工具。

更加註重體驗而不是物質商品

 COVID大流行以多種方式改變了消費者的行為，其中之一是更加關注體驗,而不是物質商品。近一半（48%）現在說

他們更願意將錢花在旅行等奢侈體驗上，而不是購買商品上，這六個國家的反應大致相同。

另一個轉變是傾向於與親密的家人/朋友一起度假，以與陌生人保持一定程度的距離並降低 COVID 風險，尤其是與老年人或弱勢群體一起旅行時。雖然一半 (49%) 仍然這樣做，但 51% 的人持中立態度或不同意這一說法,這一事實可能表明他們逐漸恢復了與人交往的信心。

隨著旅行恢復正常，大約一半（52%）的人也在嘗試填寫地點和旅遊願望清單，在中國上升到 63%。然而，這些願望可能會發生衝突

與持續的全球關注，如作為氣候危機或國際衝突，這使得他們在假期選擇上幾乎保守了一半。

健康、保健和可持續性仍將是主要的旅遊趨勢

在大流行之前，健康和保健旅行已經蓬勃發展，全球健康研究所的估值為 4.9 萬億美元。儘管由於 Covid-19，其價值在 2020 年回落至 4.4 萬億美元，但旅行者對該行業的興趣仍然強勁。大流行期間累積的壓力，加上人們越來越關注需要過上健康的生活方式，應該會推動該行業恢復強勁增長。現在，五分之三的富裕亞太地區旅行者表示，健康是計劃旅行時的一個重要因素，在中國上升到 79%。

中國遊客也強烈關注可持續發展和環境保護。 81% 的人計劃在未來度過更可持續/環保的假期，這一數字在其他五個國家處於 30-50% 之間。更年輕的族群繼續

更多地考慮他們的環境足跡，45 歲以下的人 (58%) 特別有可能在未來度過更環保的假期。

對於酒店來說，減少用水量和消除一次性塑料製品現在是許多旅行者最不期望的。相反的，諸如使用可再生能源、就地種植食物以及與當地保護組織合作等策略將受到熱烈歡迎。

ILTM 主席Alison Gilmore 給出了一些結論：

大流行的影響已導致行為發生變化，這些變化將影響未來一段時間的假期預訂，從與健康和安全相關的擔憂到對旅行價值的重新認識。

1/APAC 旅行者非常有動力重新開始享受他們的生活。他們正在尋找彌補失去的時間，重新看到這個世界。

2/人們越來越傾向於提前計劃假期，這非常適合旅行社的專業知識。

3/大多數亞太地區旅行者計劃在預訂明年的旅行時使用旅行社。

4/高度重視旅行社在規劃假期時應對新壓力和官僚主義的專業知識。

5/人們普遍希望在獨特和難忘的旅行上花費更多

6/隨著人們希望“更好地旅行”，過去一年已經增長的趨勢正在加速。

7/有一個明顯的趨勢是放慢假期：減少飛行，但在某個地方停留的時間更長，以真正沉浸在目的地和文化中。

8/多代人假期將是未來幾年的主要增長領域。

9/隨著人們尋求減壓和恢復健康，健康繼續吸引著很多人的興趣。

10/可持續和環保的旅行也是許多人在計劃旅行時的主要考慮因素。

Decoding the luxury travel consumer’s mindset

The past two years have seen our industry confronted by unique and unprecedented challenges. Predictions have been particularly difficult as we have tried to make sense of a global travel industry that was brought to an abrupt halt in spring 2020. Things have been gradually moving back towards a “new normal” over the past year, with genuine reasons for optimism as tourism bounces back strongly. Having been unable to travel for an extended period, many wealthy individuals are looking to make up for lost time with unique and memorable holidays.

International travel now has an extra layer of bureaucracy, something

that has made agents and advisors more important than ever. Expertise, a personal touch and facilitating stress-free trips are just three reasons why advisors will remain vital for affluent travellers. Covid-19 continues to pose many challenges and is now impacting travellers’ behaviour. For example, mental and physical wellbeing appear to be more important to travellers than ever, and wellness and sustainability are likely to be at the forefront of the new era of conscious tourism. Other factors such as social distancing, multi-generational trips and booking preferences are also seeing clear changes due to the pandemic.

The rapid evolution of post-Covid travel means that, as an industry, we have to listen more closely to individuals’ wants and needs. There has been much discussion over the past two years about which of these behaviours will

now accelerate, which will stabilise and which will recede. As such, ILTM has collaborated again with affluent research specialist Altiant to bring you this new report to understand which trends are being reflected in reality, and which are mere speculation. Surveying almost 500 validated wealthy APAC travellers from six countries, this is a unique and reliable barometer of luxury sentiment and habits in 2022.

Key Findings

1/Travel agents will continue to play a critical role in holiday bookings as 92% of affluent APAC individuals plan to use them over the next year.

86% plan to use them the same or more than they did since the start of the pandemic, reflecting the importance of having some expertise to help plan stress-free trips. The fact that two-thirds (65%) say that an agent will be influential when booking holidays over the next 12 months underlines their enduring importance.

2/Many affluent individuals are looking to resume travelling in style. Almost half (48%) plan to spend more on holidays than pre-Covid trips,

while only 16% expect to cut back.

3/Spontaneity is becoming less common, with advance planning preferred by many. Holidays booked in advance (62%) and relaxing/ slow holidays (61%) are now strongly preferred over last-minute bookings

and more active trips.

4/Wealthy APAC travellers are also increasingly looking to fly less often/ stay longer (50%) and take holidays that last longer than a week

(45%). In terms of deterrents, health and safety concerns (59%) lead the way, showing that for many travellers, COVID remains an ongoing preoccupation.

5/Despite domestic and regional trips being the most popular options for many wealthy travellers over the past year, there is a cohort that

is already travelling further afield, with trips to see family members being one of the main motivations. However, ongoing concerns about COVID and sudden changes such as outbreaks mean that some will remain anxious about going too far. Health and safety (59%) remains the leading factor influencing both the last and next booking choices.

6/Beach holidays (48%) are the most popular planned holiday type over the next year. This is followed closely by city breaks (43%), signalling

a returning willingness to mix. Extended family trips (38%) are still popular, while 61% say that health and wellness is also now a big factor when planning a trip.

7/Around half of wealthy APAC travellers prefer luxury experiences over goods, with a similar share having bucket lists of places and

experiences that they are trying to complete. Overall, around half say they would prefer more free time rather than a little extra money, but this rises to 86% in China.

8/Close family, partners, and friends have the most influence over holiday bookings, while two-thirds (65%) say that a travel agent will be

influential over the next 12 months.

Recent and Future Travel Trends

KEY POINTS

1/82% of wealthy APAC individuals took at least one domestic holiday within the past year, while just over half went to other Asian countries.

2/Overall, city breaks, beach holidays and extended family breaks were the most popular holiday types last year and are projected to remain so over the next 12 months.

3/Almost half (48%) plan to spend more on holidays than pre-Covid trips, while only 16% expect to cut back.

4/Two in five are planning to travel m

Multigenerational and extended family trips continue to be a key growth area

 By way of introduction and to provide some context, let us first look at travel over the past year. As expected, there has been a clear decrease in the overall number and

in all types of holidays since summer 2021. Most individuals say that they travelled less than before Covid-19 as the impact of the pandemic saw many travellers eschewing long, or even medium, distance trips to stay closer to home. As expected, domestic tourism therefore became preferable for many last year.

Multigenerational and extended family trips have been projected to be a key growth area in recent years, and this is reflected in our data. Thirty-six percent took one of these trips last year, only marginally behind the most popular types: city breaks (41%) and beach holidays (38%).

Rural/countryside trips were also taken by almost a third of wealthy APAC travellers, a likely reflection of the increased desire for seclusion and privacy since the pandemic. Most types of holidays were much more likely to be taken by under-45s than over- 45s, reflecting the willingness of the former to resume travelling sooner than the older cohort.

Looking forward, most affluent APAC travellers are still showing a preference

for domestic or regional trips, for reasons such as health, convenience in case of COVID outbreaks, but also to support their country’s economy. Almost two-thirds (63%) expect to take two or more domestic trips over the next year. Regional trips will also remain popular and are expected to be taken by 68%, with 39% anticipating taking two or more of these.

However, we are also seeing signs of the desire to travel further afield again. More than half (52%) expect to visit somewhere in Europe over the next year, with Chinese, Hong Kongers and Singaporeans most likely to do so. The Americas, and the USA in particular, should also see a boost in in-bound tourism, with 41% of wealthy APAC travellers planning at least one visit, while only around a quarter plan to visit the Middle East or Africa. 

Reflecting their relatively strict travel protocols, Australians and Chinese are most likely to continue to prefer domestic trips. Indeed, a quarter of Chinese say this, often making the assertion that they feel that their government is controlling Covid-19 better than elsewhere. Countries such as Australia

and Japan remain particularly popular among wealthy APAC travellers, while Hawaii is also a desirable venue based on its accessibility from eastern Asia.

The assumption that travellers are eager to resume their trips in earnest is borne out here, as most types of holiday see an upturn in popularity for the year ahead. Beach holidays (48%), city breaks (43%), and extended family breaks (38%) remain the most popular holiday types for planned trips. Some notable increases over the next year include affluent

Chinese travellers’ wish

for mental wellness trips (+16 percentage points), Singaporeans’ desire for cultural trips (+18 points) and the Japanese desire for more activity and beach holidays (+15 points).

Once again, under-45s are considerably more likely than over-45s to take all of these types of holidays over the coming year.

Priorities for travellers’ more recent holiday bookings are likely to be a good barometer

for what will remain important when planning their next trip. The impact of the pandemic on recent travel habits is immediately evident as the health and safety/hygiene of the location led the way for influential factors over the last holiday booking. Overall, 57% listed this as an important consideration, and while it resonated highly in all six countries, it rose highest among South Koreans (65%). This is evidently one reason for the aforementioned popularity of domestic tourism, with many affluent travellers preferring to remain within their own country while there is still an element of uncertainty.

Overall, retail and food/drink is the second most important factor (41%), with Singaporeans particularly likely to factor this into their holiday planning (61%). Price follows close behind (35%), but this figure is quite heavily skewed by the price-sensitivity of Australian travellers (71%), while only 4% of affluent Chinese travellers

list this as important in their decision-making process.

There has been a significant amount of discussion about travel ‘building back better’ after COVID

to acknowledge the ongoing climate crisis. This is now resonating with many wealthy travellers

as 31% say that sustainability/environmental protection is important in their holiday choice, rising to 66% of Chinese. Women and under-45s are also comfortably more likely than men and over-45s to factor in sustainability into their plans. Other country results which show a significant deviation from the average are:

Almost half agree that they are planning to take more sustainable/eco-friendly holidays in the future

 With the climate crisis becoming increasingly urgent, the onus is on the tourism industry to promote green travel

as much as possible. Consumer concern is clearly moving in a more environmentally- friendly direction: almost half agree

that they are planning to take more sustainable/eco-friendly holidays in the future (see Section 3). Some companies

and booking platforms are looking to tap into this mentality by including information about the environmental impact of their trip.

More than two-thirds (68%) of wealthy APAC travellers say this would influence their booking decision to some extent, although only 18% say that it would be very influential. As seen elsewhere in this report, the Chinese are the most likely to consider sustainable indicators such as these (87%), along with under-45s (80%). On the other hand, only half of Japanese and Australian travellers say that this would have an impact. That said, showing this information is unlikely to actively deter travellers and is liable to be ignored at worst. As such, clearly including this information to tap into the greater awareness of green tourism could be a helpful tool for many.

Greater focus on experiences rather than material goods

 The COVID pandemic has shifted consumer behaviour in a variety of ways, one of which has been a greater focus on experiences rather than material goods. Almost half (48%) now say

that they prefer to spend their money on luxury experiences such as travel rather than goods, with a broadly equal response across the six countries.

Another shift has been the preference for taking holidays with close family/friends in order to maintain a degree of distance from strangers and mitigate COVID risks, particularly if travelling with the elderly or vulnerable. While half (49%) still do so, the fact that 51% are neutral or disagree with this statement perhaps shows a gradually returning confidence to mix with people.

With travel returning towards normality, around half (52%) are also trying to complete bucket lists of places and experiences, rising to 63% in China. However, these wishes might clash

with ongoing global concerns such

as the climate crisis or international conflicts, something that is making almost half more conservative in their holiday choices. The use of technology

is something which more travel brands might be able to use in the coming years, both in advance and during a holiday. Two in five (42%) are interested in this, with affluent Chinese travellers particularly receptive (70%).

Health and wellness and sustainability will remain key travel trends

Do you agree or disagree with the following statements?

 Health and wellness travel was already thriving prior to the pandemic and was valued at $4.9 trillion by the Global Wellness Institute. While its value dropped back to $4.4 trillion in 2020 due to Covid-19, traveller interest in this sector has remained robust. The stresses of the pandemic, coupled with the increased focus on needing to live a healthy lifestyle, should drive the industry back into strong growth. Three in five affluent APAC travellers now say that health and wellness is a big factor when planning a trip, rising to 79% in China.

Chinese travellers are also strongly guided by sustainability and environmental protection. 81% are planning to take more sustainable/ eco-friendly holidays in the future, a figure which sits between 30-50% in the other five countries. Younger age cohorts continue

to exhibit a greater consideration for their environmental footprint, with under-45s (58%) particularly likely to take more eco- friendly holidays in the future.

For hotels, minimising water usage and eliminating single-use plastics are now the very least many travellers expect. Instead, strategies such as using renewable energy, growing food on-site and partnering with local conservation organisations will be enthusiastically received.

Conclusions

The impact of the pandemic has caused behavioural changes that will shape holiday bookings for some time to come, ranging from concerns relating to health and safety to a renewed sense of appreciation of the value of travel.

1/APAC travellers are highly motivated to begin enjoying their lives again. They are looking to make up for lost time and see the world again .

2/There is a growing preference for planning holidays well in advance, something which ideally suits the expertise of travel agents.

3/The majority of APAC travellers plan to use travel agents when booking their trips over the next year .

4/Travel agents’ expertise in navigating new stresses and bureaucracy when planning holidays is highly valued .

5/There is a widespread desire to spend more on unique and memorable trips

6/Trends that were already growing over the past year are accelerating as people look to “travel better”.

7/There is a clear movement towards slower holidays: flying less but staying in places for longer to truly immerse in the destination and culture.

8/Multigenerational holidays will be a key growth area in coming years.

9/Wellness continues to attract a lot of interest as people look to de-stress and recuperate.

10/Sustainable and eco-friendly travel are also key considerations for many when planning travel.

責任編輯：Jacky Yang

Manager Editor : Cathy Chao (TW)