Thailand and Asia Pacific millennial travelers more open to new tech

Millennials represent more than 45 percent of Asia Pacific’s population, and with 60 percent of the world’s millennials expected to live in Asia by 2020, it’s a group that no one can afford to ignore.

Amadeus , in collaboration with YouGov across 14 markets in Asia Pacific discloses the report “Journey of Me Insights: What Asia Pacific Millennial Travelers”.

The research surveyed 6870 respondents, 45% of whom were millennials (18-35 years old) at the time the data was collected.

More so than the generations that have come before them, Millennials are embracing new technology, experiences, and ways of traveling. 42% of millennials say they often use ride-sharing apps when they travel, and 35% frequently use sharing economy services for trip accommodation.

They are also overall more open to new technologies that enrich their experiences. For example, 77% of Thai millennials show interest in augmented reality apps that delivers digital overlays containing interactive information about the culture or history of the site, compared to 67% regionally.

Targeting millennials’ desire for new experiences is a golden opportunity for travel providers. In fact, the research found that after recommendations that help them save money (37%), millennials are most interested in recommendations that expose them to new experiences (27%).

They are also open to travel providers sending them these recommendations or updates through alternative platforms. While APAC millennials prefer to be contacted by email, 45% of Thai millennials actually prefer to be contacted via social media.

Karun Budhraja, Vice President, Corporate Marketing & Communications, Asia Pacific, Amadeus said, “The Millennial generation is indeed an extremely interesting generation. They grew up with the Internet and technology is second skin to them. They have an openness to new experiences and a willingness to rattle the status quo. They want different experiences in travel, so the industry must serve them differently. Travel providers will need to adopt new technology, new strategies, and above all, new mindsets if they want to secure millennial mind and market share. By understanding what drives Asia Pacific millennials and what they value when they travel, businesses will be better placed to meet their needs.”