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2018年亞太區旅遊趨勢 — 香港市場深入分析 APAC Travel Trends 2018: Hong Kong Deep Dive

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港人為亞太區中最受明星紅人及社交媒體影響來取得旅遊靈感

調查結果亦揭示港人最愛睡前計劃行程 越南榮登十大最受港人歡迎目的地

全球領先旅遊搜尋網站Skyscanner.com.hk今天正式發佈「2018年亞太區旅遊趨勢 — 香港市場深入分析」。是次報告綜合了來自亞太區內八個市場中逾7,500名受訪者的調查統計,並配合額外旅遊數據分析及第三方調查資料,深入剖析不同市場的旅遊習慣,從而得悉旅客的旅遊靈感來源、計劃行程的傾向以及目的地新趨勢。

Skyscanner香港及台灣市場營銷經理葉俊廷先生表示:「Skyscanner時刻熱心於為廣大旅客簡化旅遊計劃及預訂的過程。為了實現此目標,我們必須了解不同市場對旅遊的要求,以辨識並迎合全球旅客不斷變化的需要。這份旅遊趨勢報告旨在找出亞太區旅客的最新旅遊喜好和習慣,我們更深入審視了香港市場的調查結果,揭示一些獨特有趣的本地見解。」

「香港市場深入分析」的主要發現包括:

  • 港人最愛善用睡前時間計劃旅程 – 港人是最喜歡在睡前(通常在晚上11點至凌晨1之間)搜索行程的,近六成港人表示他們喜歡在床上計劃旅程。
  • 在手機上預訂行程將是大勢所趨 – 自2017年起,港人利用手機作行程規劃和預訂的使用量增加了14%
  • 明星紅人及社交媒體比家人朋友更具影響力接近63%港人認為明星及網絡紅人的分享最能影響他們的旅遊決定。其次, 59% 港人表示會在社交平台尋找旅遊靈感,而只有43% 的港人表示會向身邊的家人、朋友及同事尋求意見。
  • 越南的人氣逐漸崛起 – 越南已逐漸成為港人新寵,躍升十大最受港人歡迎旅遊目的地之列。港人對越南的興趣比去年同期大幅增加了37%,當中峴港和芽莊更是備受高度關注的熱點。
  • 長途旅行漸受港人熱愛 – 一些長途旅遊目的地越來越受港人歡迎,例如羅馬、布拉格、卡薩布蘭卡以至基輔等城市,皆在本港新興目的地的排名中迅速上升。

為制定這份旅遊趨勢報告,Skyscanner於2018年9至10月期間在八大亞太區市場進行調查統計,包括澳洲、香港、日本、新西蘭、新加坡、南韓、台灣和泰國,當中有 13% 的受訪者來自香港;而「香港市場深入分析」則根據調查統計中的本地結果、旅遊數據分析以及第三方調查資料編成。

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Skyscanner Travel Trend Report shows Hong Kong travellers most inspired by influencers and social media in the region

Hong Kongers are revealed to be bedtime planners, while Vietnam emerges as a new top 10 destination for Hong Kongers

Global travel search engine skyscanner.com.hk today released the Hong Kong Deep Dive analysis of its Asia-Pacific Travel Trend Report. Combining a survey of over 7,500 respondents across eight Asia-Pacific markets, with additional travel data analytics and third-party research, the regional report delves into the habits of travellers from across the region to uncover their sources of inspiration, planning preferences and dream destinations.

“Simplifying trip planning and booking processes for travellers sits at the heart of the Skyscanner brand. To achieve this, we believe it is essential to understand travel nuances in different markets so that we can identify and address the changing needs of global travellers. The report sets out to find out the latest travel preferences and habits of Asia-Pacific travellers, and we took a deep dive into the Hong Kong findings to specifically uncover interesting local insights about this flourishing market,” comments Patrick Yip, Growth Manager (Hong Kong & Taiwan), Skyscanner. 

Key Findings from the Hong Kong Deep Dive Report:

  • Bedtime planner – Hong Kong travellers are most likely to plan their travel research just before sleep (usually between 11pm-1am). Nearly 60% of them say in bed is their place of choice for trip planning
  • Mobile booking will prevail – The use of mobile for travel search and bookings have both increased by 14% year on year since 2017
  • Influencers and social media more trusted than friends and family Nearly 63% of Hong Kong travellers think celebrities and influencers have a major impact on their choice of travel destinations. This is followed by social media (59%) and word of mouth from friends, family and colleagues (43%) trailing behind
  • The emergence of Vietnam – Vietnam has become new favourite, rising into the list of top 10 most popular destinations for Hong Kongers. The country saw a huge 37% YoY increase in popularity, with Da Nang and Nha Trang in particular receiving the highest levels of interest
  • Travellers increasingly in it for the long-haul– Hong Kongers have developed anew love for long-haul destinations.From Rome and Prague, to Casablanca and Kiev, all these destinations have experienced a rapid increase in rankings of top emerging destinations for HongKong

As part of the compilation for the Skyscanner Travel Trend Report, a regional survey was conducted from Sep to Oct 2018 across eight Asia-Pacific markets: Australia, HongKong, Japan, New Zealand, Singapore, South Korea, Taiwan and Thailand, with 13%of respondents from Hong Kong. The Hong Kong Deep Dive report was created based on the findings from those in the Hong Kong market, along with travel data analytics and third-party research.

Read the report now