At a glance

Maggie Rauch, Senior Director of Research and Head Analyst at travel market research company Phocuswright, summarises an upcoming report into the impact of mobile and social media on travel booking habits in Asia.

Why it matters

Holidaymakers in China and Indonesia have rapidly adopted mobile booking and use social media to research travel, while consumers in Japan – much like the US – are more likely to use traditional channels to inform travel plans.

Takeaways

Healthcare brands can re-introduce emotionally-driven, long-term brand-building into their marketing by:

  • Seven in 10 Chinese and Indonesian respondents to the Phocuswright/ Sojern report have already made travel purchases via social channels.
  • In contrast, less than 10% of Japanese travellers say they always go online to make travel bookings.
  • Travel brands in China must find a way to combine activity on platforms including Meituan, Taobao and WeChat to influence consumer behaviour.