Visa Travel Intentions 2015

Visa Global Travel Intentions Study 2015
EXECUTIVE SUMMARY | Prepared by Millward Brown

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown
Regions included in the study

AFRICA & MIDDLE EAST: Egypt, Kuwait, Morocco, Saudi Arabia, South
Africa, United Arab Emirates
AMERICAS: Brazil, Canada, Mexico, United States
ASIA PACIFIC: Australia, China, Hong Kong, India, Indonesia, Japan,
Korea, Malaysia, Singapore, Taiwan, Thailand
EUROPE: France, Germany, Russia, United Kingdom
Fieldwork Methodology
Interviews were conducted online, with the exception of Egypt, Kuwait,
Morocco and Saudi Arabia where interviews were done face-to-face with
the assistance of laptops.
Sub-group Definition
AFFLUENT: Respondents who fall into the income bracket
listed in the Appendix of this report are classified as
Affluent
MILLENNIALS: Travellers aged 18-35 years old
SUPERBOOMERS: Travellers aged 45 years old and above

The Visa Global Travel Intentions Study 2015 was commissioned by Visa to
Millward Brown. The study was conducted with 13,603 travellers*, aged 18
years and above across 25 countries in January and February 2015.
2
SOLO TRAVELLER: People who chose to travel by

themselves throughout the whole journey in their most
recent leisure trip
*Have either travelled in the past 24 months or intend to travel in the next 24 months for
business/leisure (non-domestic travel only).
Foreword
The travel and tourism industry continues to play a significant part to global
economies. According to the World Travel and Tourism Council (WTTC),
travel and tourism generated US$7.6 billion in 2014 - 10 percent of global
GDP. This is expected to grow by 3.7 percent in 2015. There were almost
1.14 billion international tourists arrivals in 2014 and with visitor spending
matching that growth, this industry remains an exciting one with significant
opportunities for the worlds largest industries.
Considering the scale of the industry, it is vital to analyze and understand
the travel behavior and tourism spending patterns of these global travellers
to help unlock the potential this industry presents to developed and
emerging economies alike. Tourism provides a gateway to economic
progress by helping to grow revenue, promote job creation, and accelerate
infrastructure development. And with increased acceptance of reliable and
secure electronic payments, every traveler who uses a card to pay or buy
goods and services is exponentially contributing to growth.
The Visa Global Travel Intentions Study has been regularly updated and
published since 2006, and this latest installment is showing that with
greater options, leisure travel is touching a wider mass. Regardless of
economic or political highs and lows, leisure travellers are still optimistic
about their future plans. This latest 2015 global update is part of Visas
continued commitment to helping industry players, including governments,
in their pursuit of growth of the global travel and tourism industry.
1
2
3
4
5
6
SHIFTS AND CHANGES: Current and future macro trends in

leisure travel
ASIA ON THE RISE: Asias appeal to travellers and a focus on
the Chinese traveller
A NEW BREED OF TRAVELLER: Changing attitudes and
behaviours of leisure travellers
THE SOLO TRAVELLER
TECH SAVVY TRAVELLER
PAYMENT CHOICES OF LEISURE TRAVELLERS
Shifts and changes: current and future macro

trends in leisure travel
4
Leisure travel touches a wider mass

All regions - except for the Middle East and Africa - indicate they travelled
more in the past two years as compared to the global average.
Travelled in past two years for leisure
79%
76%
Base
2015
2013
(13603)
(12631)
Global
76%
(13603)
Asia
84%
(6531)
Europe
81%
(2012)
Africa &
Middle East
54%
(3053)
Americas
79%
(2007)
The increase in outbound travel comes from Southeast and North Asian
countries. Countries in the Middle East and North Africa had the largest
decline in outbound travel. This is likely due to instances of political and
economic instability in the region.
Countries with the highest increase in leisure
travel in the past two years
2015
2013
2.17
3.12
Global
2.17
(13603)
Asia
2.52
(6531)
Europe
2.53
(2012)
Africa &
Middle East
1.02
(3053)
Americas
2.42
(2007)
People around the world kept travelling more than ever before this year despite
wars, terrorist attacks and a growing fear of pandemics as well as diverging
economic conditions. The number of outbound trips increased by a robust 4.5
percent over the first eight months of 2014 and the prospects are bright for next
year as well.
Source: ITB World Travel Trends Report 2014/2015
89 67
90 69
90 76
80 70
Indonesia Thailand Korea Malaysia Taiwan

+33% +22% +21% +14% +10%
Average no. of leisure trips made in the past two years
With more new travellers joining the fold,

the average number of leisure trips taken
per traveller is experiencing a small decline.
85 52
CHANGE %
Countries with the highest decrease in leisure

travel in the past two years
20 84
8 44
Morocco Egypt
-64%
-36%
80 98
80 98
79 97
Saudi
United
Arabia Australia States
-18%
-18%
-18%
2015
2013
CHANGE %
after
Global average trip length declines slightly from 2013, Asia
stands out as the only region with an increase in average trip
Globally, the average length of a holiday declined in 2015. Travellers from
length.
Asia were the only group that increased their average stay.
Optimistic about the future
Trip length
Travellers from Middle East and Africa are feeling optimistic about future
travel with one in two intending to take a holiday in the next one year.
Countries with the highest increase in leisure travel in the next one year
62%
Egypt
+54%
8%
63%
20%
Morocco
+43%
9 1010
Average number of nights spent in most recent overseas leisure trip

Average Number of
Nights Spent in Most
Recent Overseas
Leisure Trip
81%
51%
South Africa
+30%
CHANGE %
2015
after
2015
after
2013
Global average trip length declines

Global
slightly
average
fromtrip
2013,
length
Asiad
Asia
Asia
stands out as the only region with
stands
an increase
out as the
in average
only regio
tri
Europe
Europe

Africa & Middlelength.
East
Africa & Middle length.
East
Americas
95%
China
+22%
73%
91%
2016
Kuwait
+14%
2015
Americas
13
2015
2013
10
11
Asia
Americas
(5463)
2013 Base:
(4292)
11
2015 Base:
Asia
Asia
Europe
(1622)
Europe
Europe
Africa
&&
Middle
East
Africa
Middle
East Americas
Africa & Middle East
Americas
Americas (1587)
(1637)
(1784)
2015
20 Global Travel Intentions Study 2015 Prepared by Millward Brown
13
Average Number o
Nights Spent in Mo
Recent Oversea
Leisure Tri
2013
Europe
Africa & Middle East
Asia
In Egpyt and Morocco, this optimism is driven mainly by Millennials aged
25-35 years old. In South Africa, Superboomers aged 45 and above are
showing more enthusiasm in travelling in the next one year.
9 10
Average Number of
15
Nights Spent in Most
Recent Overseas
Leisure Trip
2015
77%
CHANGE %
2013
(2283)
15
13
(1650)
2015
2013
Visa Confid
Budgets are tighter
Median amount spent in most recent

overseas leisure trip
Travellers are tightening their belts, resulting in a general decline in leisure travel spend. Over half of the countries surveyed
have either maintained or decreased their travel expenditure. On a brighter note, almost all countries with the exception of
the current top three spenders Saudi Arabia, Egypt and China, are expecting to spend more in their next holiday. Below are
the median travel budgets per trip as reported by travellers.
Top five spenders in 2015
Top five increase in spending between 2013 and 2015
2015
2013
$2281
Base: (9660)
Saudi Arabia
Saudi Arabia
$5866
$5866
(370)
(370)
Egypt
Egypt
$4917
$4917
(31)
(31)
China
China
$4780
$4780
(716)
(716)
Brazil
Brazil
Australia
Australia
$3942
$3603
Saudi Arabia
Egypt
$3942
$3603
(330)
(374)
$5866
$4917
(330)
(374)
(370)
(31)
Bottom five spenders in 2015
Malaysia
Malaysia
$1145
$1145
(449)
Saudi Arabia
(449)
$5866
7
Hong Kong
Hong Kong
$1290
$1290
(462)
Egypt
(462)
$4917
UK
UK
$1297
$1297
(417)
China
(417)
$4780
Germany
Germany
$1297
Malaysia
$1297
(389)
Brazil
$1145
(389)
(716)
France
France
$1297
Hong Kong
$1297
(357)
Australia
$1290
(357)
(449)
$3942
(330)
+100%
China
+100%
(31)
$4780
(31)
(716)
Brazil
Brazil
Mexico
Mexico
Brazil
+33%
(330)
$3942
(330)
Australia
+30%
(376)
$3603
(376)
+33%
(330)
+30%
(374)
Indonesia
Indonesia
+30%
Egypt
+30%
(413)
+100%
(413)
(31)
China
China
+25%
Brazil
+25%
(716)
+33%
(716)
(330)
28%
$3603
(462)
(374)
France
France
-33%
-33%
(357)
Egypt
$1297
(357)
UK
+100%
(417)
(31)
Germany
Germany
-33%
-33%
(389)
Brazil
$1297
(389)
Germany
+33%
(389)
(330)
Morocco
Morocco
-25%
-25%
(94)
Mexico
$1297
(94)
France
+30%
(357)
(376)
Canada
Canada
-20%
France
-20%
(377)
Indonesia
-33%
(377)
+30%
(357)
(413)
Taiwan
Taiwan
-20%
Germany
-20%
(392)
China
-33%
(392)
+25%
(389)
(716)
Base: (9322)
36%
Mexico
Indonesia
China
+30%
+30%
+25%
(376)
(413)
(716)
Top five decrease in spending between 2013 and 2015
Visa Global
(370) Travel Intentions Study 2015 | Prepared by Millward Brown
(31)
Egypt
Egypt
$2390
2015
36%
Increase spending
Decrease spending
Morocco
Maintained Canada
Taiwan
-25%
-20%
-20%
(94)
(377)
(392)
Travelling
Triggers / source of inspiration for most recent overseas

trip inspiration amongst
with family members isleisure
the top
most of the global travellers
Triggers / source of inspiration for most recent overseas

leisure trip
Motivations and inspirations of travel

Triggers
/ source
of inspiration
for most recent
overseas
Common triggers
for holidays
include
family vacations,
annual
scheduled
leisure
trip key motivations for leisure
getaways and taking
time
off
to
de-stress.
Hence,
Family vacation
travel today is a during
balance
of bonding with loved ones, experiencing new
holiday
cultures and to rest and relax.
23%
23%
Family vacation
Triggers / source
inspiration for most recent overseas leisure trip
duringof
holiday
Family vacation
during holiday
Annual scheduled
getaway
23%
15%
Annual scheduled
getaway
15%
Image
Image
Image
15%
12%
Annual scheduled
getaway
Get away from
r
stress with others, with themselves and with the world.
ers set off for three main reasons: connecting
Get
away
from for Travel in the Most Recent Overseas Leisure Trip
Top
Three
Motivations
12%
stress
Motivations
for most recent overseas leisure trip
52%
8%
Bonding Get away from
Give back
stress
38%
9%
DID YOU KNOW?
12%
Experience cultures
Show off/Prestige
36%
11%
33%
15%
Intentions Study 2015 Prepared by Millward Brown

28 Global Travel
Rest & Relax
Indulge
28%
Wanderlust/Adventure
Visa Confidential
Familiarity with destination
Keep up with trends
19%
Visa Confidential
Personal Passion
26%
Study 2015 Prepared by Millward Brown
28 Global Travel Intentions
Entitlement/Rewarding self
Superboomers (those aged 45 and above) have a strong need for

bonding through travelling. Three out of four Superboomers had a travel
companion in their last holiday.
Base: (10309)
DID YOU KNOW?
26%
Escape
Visa Confidential
Status and luxury travel is increasingly important. 16 percent of travellers

in 2015 (almost double of 2013) cite this as the key motivation for their
next holiday.
Being able to pursue their personal passion through travelling is one of
the top three motivations for Brazilians when they travel.
travellers.
Top 3 destinations by travellers from each region in the past two years
Intra-regional travel dominates and USA is still the top choice
e to go, some of the mainstay European destinations have lost some of its glamour, giving way to
Travellers from Africa and Middle East
Travellers from Asia Pacific
Intra-regional travel is still the most popular. Whilst the USA remains the number one place to go, some European mainstays such as France and the UK are giving
uld be driven by expectations of further depreciation of the Euro.
way to Asian destinations like Japan in 2015.
Most
visited
Most visited
destinations
27%
destinations in the past two years
2015
Top three destinations by travellers from each region in the past two years
21%
20%
16% from
15%
Travellers
Africa and Middle East
2013
Base:2015
(10309)
27%
2013
Base: (10009)
Japan
21%
11%
20%
16%
Singapore Hong Kong
UAE
Base: (10309)
Thailand
Singapore
Malaysia
Japan
Spain
Italy
Australia
27%
18%
18%
Turkey
42%
Travellers
from the Americas
Travellers
from Americas
42%
14%
17%
16%
14%
17%
16%
Spain Italy Greece Turkey USA
USA
UK
France
Base: (10009)
DID YOU KNOW?
rown
Hong Kong
China
France
UK
USA
Thailand
China
France
Singapore
Australia
UK
USA
Japan
Hong Kong
27%
Egypt
11%
Travellers from Americas

UAE
Egypt
Turkey
Travellers from Europe

Japan
Singapore Hong Kong
Travellers
from
Europe
Travellers
from
Europe
15%
Visatypes
Confidential
The environment and
of activities available to travellers are what made
Spain Italy Greece Turkey USA
USA
UK
France
Visa Confid
USA, Japan, Hong Kong, UK and Australia the top five destinations in 2015.
Visa Confid
travellers.
Top 3 destinations
by travellers
fromto
each
region
in the
next
one year
year, America
travellers are
intending
stay
within
the
region.
After
Whilst USA
still
remains
the
number
1 place
go,region
some
ofAfrica
thepast
mainstay
European
destinations have Top
lost
of itsAsia
glamour,
givingfrom
wayTravellers
to region
Top
3 destinations
by
travellers
from to
each
in
the
years
3some
destinations
by
travellers
each
inAfrica
the next
year East
Travellers
from
andtwo
Middle
East
from
and one
Middle
Travellers
from Asia
Pacific
Travellers
from
Pacific
Asian destinations.
Future outlook of travel destinations
The outlook for European destinations is positive and could be driven by expectations of further depreciation of the Euro.
European destinations still appear to be popular for future travel. Whilst travellers from Asia aspire to travel further to the West in the future, travellers from the
27%
Americas
are intending to stay within the region.
2
3 Greece
4 Turkey
5
6 USA
7
8
Spain 1 Italy
Base: (12019)
Base: (12019)
Japan

UAE The outlook
Egypt for
Turkey
USA
2 UK 3
5
6
France
France
12%
9%
9%
Egypt
UAE

Turkey
Egypt
UAE
Travellers
fromfrom
Americas
Travellers
the Americas
Spain 1
8%
3
4
Italy
Visa Confidential
6%
6%
6
USA
Thailand
9%
8%
Singapore
Thailand
9%
Base: (10309)
UK
9%
22%
China
16%
9%
Turkey
Travellers
from
Europe
Travellers
from
Europe
16%
17%
USA
Hong Kong
17%
Australia
12%

Japan
Australia
USA
European destinations
is positive
andAmericas
could be
Travellers
from
driven by expectations
of further depreciation
of the Euro.
Spain Travel
Italy
Greece
Turkey
Intentions
Study
2015USA
Prepared by MillwardUSA
Brown
36 Global
10
Turkey
France
42%
Italy
Turkey
Thailand
Canada
Egypt
Korea
Spain
Hong Kong
UAE
Egypt
Singapore
42%
11%
Australia
14%
10% 2013
Travellers from Asia
Pacific
6%
13%
10%
6%
China
UAE
USA
France
UK
Australia
18%
Japan
USA
27%
15%
Top three destinations in the next one year
France
16%
14%
11%
UK
20%
Singapore Hong Kong
18%
13%
2015

Japan
Singapore Hong Kong
27%
15%
Hong Kong
Japan
21%
16%
Japan
2016
2016
27%
Most visited destinations
UK
20%
Top 10 destinations in the next one year
USA
21%
Malaysia
Japan
Spain
Italy
Australia
22%
6%
6%
USA
6%
Canada
6%
USA
Canada
UK
UK
Base: (10009)
Visa Confidential
Visa Confidential
Spain
Italy
USA
DID YOU KNOW?
Travellers from Russia love to travel to Europe and Middle East countries.
They are also the largest source of tourists for Turkey and Egypt.
Good scenery and attractions lure travellers
After
Despite budget being one of the key factors in determining their travel destination, travellers are increasingly prioritizing good scenery and
attractions.
10
Despite budget being one of the key factors in determining their travel
destination, travellers are increasingly prioritising good scenery and attractions.
Top 3 reasons for destination choice
Budgeting Approach
Top three reasons for destination choice

2016
2015
37%
29%
2013
33%
Has good
scenery
Has good
attractions
36%
32%
34%
Good weather /
season
31%
Has good
attractions
Good weather /
season
Fit my budget
33%
32%
29%
Has a rich
culture / heritage
Has good
scenery
71%
Has a rich
culture / heritage
I don't mind paying extra during my trip if I come

across interesting activities to do

I will keep strictly to the budget I planned

(12019)
(10309)
Budgeting approach
29%
(10009)
Base: (8894)
Visa Confidential
I will keep strictly to the budget I planned
DID YOU KNOW?

Visiting a friend or a relative is the most important factor for travellers
from UAE when they choose their travel destination. One in two has
done so on their most recent holiday.
71%
11
I dont mind paying extra during my trip if I come across interesting activities to do
Asia on the rise: Asias appeal to travellers and a

focus on the Chinese traveller
12
Dee
CHANGED
Dee
CHANGED
After
After
Increasing
Increasing popularity
popularity of
of Asia
Asia is
is driven
driven by
by rising
rising outbound
outbound travel
travel of
of Asian
Asian travellers
travellers who
who are
are still
still predominantly
predominantly going
going intra-regional,
intra-regional, but
but it
it is
is
also
visiting
Asia
for
leisure
purposes.
also reflective
reflective of
of a
a gradual
gradual increase
increase in
in number
number of
of non-Asian
non-Asian travellers
travellers
visiting
Asia
for
leisure
purposes.
12
Dee CHANGED
12
12
Popularity
of
Asian
destinations
ia is driven by rising outbound travel of Asian travellers who are still predominantly going intra-regional, but it is
rising of
amount
of intra-regional
travel
travellers is the primary cause of Asias growing popularity. This trend is supported by the gradual increase
increase inAnumber
non-Asian
travellers visiting
Asiaamongst
for leisureAsian
purposes.
ofIncidence
non-Asian
suchin
asthe
those
France,
Russia
UAE, who
are also choosing to holiday
inof
Asia.
of
inbound
past
two
among
ALL
travellers
%
Incidence
inbound
Incidence
of travellers
inbound travel
travel
in
the
pastfrom
two years
years
among
ALLand
travellers
%
Incidence
of
inbound travel
travel in
in the
the next
next one
one year
year among
among ALL
ALL travellers
travellers %
%
Incidence of intra-regional travel in the past two years among ALL travellers
the past two years among ALL travellers %
52%
52%
52%
6%
5%
Africa
30%
26%
Americas
16%
12%
Australasia / Oceania
40%
40%
Europe
19%
Middle East
21%
100%
(10309) (12631)
0%
Base:
(12019) (11715)
Visa Confidential
Africa
Africa
30%
30%
26%
26%
Americas
Americas
3%
3%
3%
3%
3%
3%
16%
16%
17%
17%
16%
17%
9%
16%
16%
12%
12%
Australasia
7%
Australasia // Oceania
Oceania
40%
40%
40%
40%
Europe
Europe
19%
19%
21%
21%
Middle
Middle East
East
9%
9%
7%
7%
26%
27%
26%
26%
27%
27%
11%
12%
100%
100%
1 in 5 non-Asian travellers also travel to Asia for leisure in the past two years.
30%
30%
31%
31%
30%
31%
6%
6%
5%
5%
(10309)
(10309) (12631)
(12631)
DID YOU KNOW?
Prepared by Millward Brown
Asia
Asia
45%
45%
Asia
45%
0%
0%
Incidence of intra-regional travel in the next one year among ALL travellers
Incidence of inbound travel in the next one year among ALL travellers %
2015
2013
11%
11%
12%
12%
100%
0%
0%
Base:
Base:
DID
DID YOU
YOU KNOW?
KNOW?
100%
100%
(12019)
(12019) (11715)
(11715)
2015
2015
2013
2013
DID YOU KNOW?

One in every two travellers visited Asia in the past two
years, with places like Hong Kong, Japan and Singapore
being the most attractive destinations within the region.
1
1 in
in 5
5 non-Asian
non-Asian travellers
travellers also
also travel
travel to
to Asia
Asia for
for leisure
leisure in
in the
the past
past two
two years.
years.
One in five non-Asian travellers holidayed in Asia in the past

two years.
46
Global Travel
Travel Intentions
Intentions Study
Study 2015
2015 Prepared
Prepared by
by Millward
Millward Brown
Brown
46 Global
13
Visa
Visa Confidential
Confidential
After
After
Spending
Spending
power
power
ofof
Chinese
Chinese
travellers
travellers
has
has
increased
increased
over
over
the
the
past
past
After
two
two
years
years
with
with
China
China
remaining
remaining
asas
one
one
ofof
the
the
top
top
33
highest
highest
spenders.

Spending
power
of
Chinese
travellers
has
increased
over
thespenders.
past
Chinese travellers
are
willing
to
spend
more
two years with China remaining as one of the top 3 highest spenders.
The spending power of Chinese travellers has increased over the past two years.
% change from
2015
2015
2013-2015
Rank*
Rank*
25%2015
Rank*
3 3
3
2015 (USD,
% change
% change
from
from

Median)*
2013-2015
2013-2015
% change from
$4780
2013-2015
25%
25%

25%
Future spend %
2015
2015
(USD,
(USD,
Future
Future
spend
spend

change
Median)
Median)
* *
% change
% change
2015 (USD,
Future spend
-6%
Median) *
% change
$4780
$4780
-6%
-6%
$4780
-6%
DID
DID
YOU
YOU
KNOW?
KNOW?
DID YOU KNOW?
Dee
Dee
CHANGED
CHANGED
For
For
Chinese
Chinese
travellers,
travellers,
creating
creating
the
the
best
best
travel
travel
experience
experience
is is
Dee
CHANGED
valued
valued
more
more
than
than
the
the
actual
actual
cost
cost
ofof
it.it.
On
On
average,
average,
Chinese
Chinese
For
Chinese
travellers,
creating
the
best
travel
experience
is
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the actual cost of it. On average, Chinese travellers partake in more activities
than the global average.
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2. 1 in 2 Chinese travellers have done duty-free shopping at the airport.
DID YOU KNOW?

Almost one in two Chinese travellers have shopped for
luxury goods on their most recent trip.
One in two Chinese travellers have shopped at airport duty
free stores.
DID YOU KNOW?
Australia, France and Japan are the

top three intended destinations for
*The value used is median. The 2015 spend data has taken
Chinese travellers in the next one year.
the assumption of constant exchange rate across 2013 and
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46%
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14
China
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Travel
Travel
activities
activities
Travel activities
Travel activities
Average
Average
no.no.
of of
activities
activities
perper
trip trip
Average no. of
activities per trip
Visited
Visited
thethe
local
local
night
night
scene
scene
such
such
as as
clubs,
clubs,
Visited the local
night
bars,
bars,
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scene such as clubs,
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Trekked
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/ /
backpacking
backpacking
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backpacking
1. 1.Almost
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1 in
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travellers
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luxury
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in in
their
their
most
most
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recent
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trip.
1.
Almost 1 in 2 Chinese travellers have shopped for luxury goods in their most
2. 2.recent
1 in
1 in
2 Chinese
2trip.
Chinese
travellers
travellers
have
have
done
done
duty-free
duty-free
shopping
shopping
at at
thethe
airport.
airport.
Chinese travellers love to buy local food specialties as

souvenirs. Three in five did so on their most recent holiday.
Global
China
China
Visa Confidential
Participated
Participated
in in
local
local
festivals
festivals
Participated in
local festivals
(10309)
Global
Global
China
China (10309)
Global
China
Global
China
(10309)
30%
30%
57%
57%
30%
57%
16%
16%
27%
27%
16%
27%
(725)
(725)
(725)
20%
20%
28%
28%
20%
28%
A new breed of traveller: the changing attitudes

and behaviours of leisure travellers
15
The line between

work and play is becoming blurred. Almost 1 in 5 travellers combined both business and leisure in their most recent
After
After
The
line
between
work andphenomenon.
play is becoming
blurred. Almost 1 in 5 travellers combined both business and leisure in their most recent
trip
the
so
called Bleasure

The
line
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work
and playphenomenon.
is becoming blurred.
Almost 1 in 5 travellers combined both business and leisure in their most recent
trip
the
so called
Bleasure

trip the so called Bleasure phenomenon.
After
Blurring lines between work and play
Incidence
Most
Recent
That Combines
Bothand
Leisure
Travellersofare
making
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most outTrip
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travel budget
time.and
Business
Incidence
Recent Overseas
Trip
Thatbusiness
Combines
Leisure
and
Almost
oneof
in Most
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andBoth
leisure
in their
Incidence of Most Recent Overseas Business
Trip That Combines Both Leisure and
most recent trip the so called Bleasure phenomenon.
Business
Incidence of most recent overseas
trip that combines both leisure and business
2015
Seeking the bespoke
There is a revival of package tour arrangements, with both group and personal guided tour gaining p
Profile
ofmiddle
Bleasure:
travellers
More travellers are striking
the
ground,
seeking guidance while still
Profile of
Bleasure:
travellers
maintaining their independence.
Almost
one in
five opt for personal guided
Profile of Bleasure: travellers
tours and
a Arrangement
customised
Travel
for itinerary.
Most Recent Overseas
2015 Leisure Trip
No one knows better th
2015
2015
16
16
16%
%
%
Base: (13603)
Base: (13603)
More than two-thirds of Chinese
travellers (67 percent) say they bring a spouse or a family
Base: (13603)
member along on business trips and 59 percent extend business trips to include leisure
More time.
thanInterContinental
two-thirds Hotels
of Chinese
travellers
(67Asia
peralso
cent)
Group (IHG)
in South-east
notessay
a 50 percent rise in
bleasure
among
delegates,
who
add (67
onon
a leisure
stay pre
or
they
bring
abookings
spouse
or ameeting
family
member
along
business
More
than
two-thirds
of
Chinese
travellers
per
cent)
say
post-meeting.
Moreand
than
of Chinese
travellers
(67include
per cent)
say
trips
59two-thirds
per cent extend
business
trips to
leisure
they bring a spouse or a family member along on business

Source: Its a bleasure, TTG Asia, 2012
they
bring
spouse
orHotels
aextend
family
member
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business
time.
InterContinental
Group
(IHG)trips
in South-east
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trips
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per cent
business
toon
include
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trips
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59 aper
extend
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toininclude
leisure
also
notes
50cent
per cent
risebusiness
in Group
bleasure
bookings
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time.
InterContinental
Hotels
(IHG)
South-east
Asia
DID
KNOW?
time.
InterContinental
Hotels
Group
(IHG) in
South-east
Asia
meeting
delegates,
who
add
onYOU
a leisure
stay
pre- or among
postalso
notes
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cent
rise
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bleasure
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bleasure
among
The
majority
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travellers
come
Asiabookings
and
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onfrom
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Bleasure travellers
spent anaverage
10 nights on
theirAsia
most recent trip.
meeting.
Its a of
bleasure,
TTG
When choosing accommodation, Bleasure travellers place higher emphasis on safety,

accessibility to wifi and uniqueness of the accommodation than a leisure traveller.

16
58
Travel arrangement for mostREGION

recent overseas
want. But the tour plan
2015 leisure trip
No one knows
to show what is availab
2015
REGION
better
than
the
Asia

65%
2015
clients themselves
REGION
Customizing
also guara
Asia
65%
what
they
want.
Europe
10%
24%
as they were part of cre
Asia
65%
But the tour
Europe
10%
Middle East & Africa
10% planner has
asthe
to the type of progra
Europe
10%
Middle East
& Africa
10% experiencejourney.

and
Americas
15%
knowledge
Africa
10%
to show
40% Middle East & Americas
15%
GENDER
what is available
Source: Travelpulse.com
Americas
15%
GENDER
Male
60% and what is
60%
possible.
GENDER
Male
60% Customising also
16%
Female
40%
Male
60%
70%
Female
40% guarantees the
AGE GROUP
traveller a unique
Female
40%
AGE18-24
GROUP
11% experience as
10%
Base: (10309)
AGE GROUP
they take part
18-24
11%
25-35 30%
in creating the
43%
18-24
11% itinerary and
Millennials and Affluen
25-35
43%
18-35 (Millenials)
55% making decisions
personal guided tour w
25-35
43%
PACKAGE
18-35 (Millenials)
55% as to the type
of arrangement, com
travel
36-44
29%
20%
Tour Arrangement 18-35 (Millenials)
55%
programmme,
INDEPENDENT
36-44
29%
45 and above
16% pace, and activity
2013
Independent Arrangement
36-44
29%
45
and
above
16% level of their
Group
OCCUPATION
Group Package Tour
45OCCUPATION
and above
16% journey.
Base: (10009)
Personal
Profession
/ Executive
Source: Why are
Personal Guided
Tour
51%
OCCUPATION
customized tour packages
Profession
/
Executive
51%
the hot travel trend?
Other white collar
25%
Travelpulse.com, 2014
Profession / Executive
51%
Other
white
collar
25%
Global Travel Intentions Study 2015 Prepared by Millward
Visa Confidential
Blue Brown
collar
3%
DID YOU
KNOW?
Other
white
collar
25% 3%
Blue
collar
Self employed
16%
Millennials and affluent travellers
are
showing a
Blueemployed
collar
3% 16%
Self
(2181)
growing interest in personal guidedBase:
tours with nearly
Self
employed
16%
one in five opting for this
arrangement
compared
Base:
(2181)
with one in 10 in 2013.
Base:
(2181)
Visa Confidential
Visa Confidential
Visa Confidential
Travellers have become more spontaneous with 1 in 2 travellers planned their most recent leisure trip itinerary only a month in
Travellers
disconnect from emails, most likely to escape from work/scho
After
advance or even later.
Travellers disconnect from emails, most likely to escape from work/scho
Time taken to plan travel itinerary for most recent overseas leisure trip
Being
spontaneous
Time taken to plan travel itinerary for most recent overseas leisure trip
Travellers are becoming

more spontaneous.
in two planned their last
1 month
in advance One
or later
holiday in a month or less.
Time taken to plan travel
itinerary
for mostor
recent
1 month
in advance
later overseas leisure trip
Disconnecting to connect
Online
Sharing
During
Trip to stay connected
Being online is still important for
travellers
- but
not the
as much
Online Sharing
During
Trip
to work and school. There is a growing
preference
forthe
travellers
to stay engaged
only with their social networks to share information and images of their holiday.
One month in advance or less
Online sharing during the trip

Send / receive
emails
Send / receive
emails
42%
42%
57%
57%
image
53
53%
%
41
41%
%
Base: (5139)
Base: (7032)
2015
2015
Base: (5139)
Shared experience
about
holiday
Shared
experience
about holiday
27%
27%
15%
15%
Share / send
Sharepictures
/ send
pictures
40%
40%
35%
35%
image
2013
2013
Base: (7032)
2015
2015
2015
2013
2013
2013
Base: (10309)
Base: (10309)
Millward Brown
58 Global Travel Intentions Study 2015 Prepared
DID YOUbyKNOW?
Visa Confidential
Travellers from Egypt, China and Hong Kong are the top three
most spontaneous
groups
of travellers
in terms
of planning
Study 2015
Prepared
by Millward
Brown
61 Global Travel Intentions
their travel itinerary.
Travellers from Singapore love to stay connected. Two in five

would actively search for accommodations with Wi-Fi access
Visa Confidential
they choose
their
accommodation.
Intentions
Study 2015
63 Global Travelwhen
DID YOU KNOW?

17
Base: (10009)
Base: (10009)
Visa Con
Visa Con
The solo traveller

18
Going solo
Solo travel is following an upward trend. One in five have travelled on their
own on their most recent leisure trip. Interestingly, there are more Wander
Women in 2015 women who choose to travel alone.
Incidence of those who travelled alone throughout their most recent
overseas leisure trip
24%
15%
2015
Base: (9997)
2013
Base: (8894)
DID YOU KNOW?

Almost half of the solo travellers are professionals/executives and they come
from Asia specifically China and India.
Solo travel has more than doubled amongst affluent and first-time travellers.
32 percent up from 14 percent for the affluent and 37 percent up from 16
percent for first-time travellers.
.
18 percent of Superboomers travel solo, up from 16 percent in 2013, showing

a slow but steady increase.
19
Majority of the women in Southeast Asia travel alone because it gives them the
freedom of doing whatever they want (60 percent), they like the independence and
challenge of travelling on their own (45 percent), and their family or friends do not
have the time or resource to travel with them (32 percent).
Source: TripAdvisor Womens Travel Survey 2015
rd
rdslide
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Most solo
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After
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in
terms
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Most
Mostsolo
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they
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displaythe
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itineraries.
Set on their destination but

spontaneous about their itineraries
Sporting and volunteering activities, moreDee

so
than
the regular
Dee
CHANGED
CHANGED
travel
activities,
are pursuedactivities,
by
solo travellers.
thanthe
Sporting
Sporting
and
andvolunteering
volunteering
activities,
more
moresosothan
theregular
regular
travel
travelactivities,
activities,are
arepursued
pursuedby
bysolo
solotravellers.
travellers.
Solo travellers tend to zoom into a single destination rather than consider
Consideration of Destination
a set of options.
Consideration
ConsiderationofofDestination
Destination
Engaging in activities that speak

to their passions
Solo travellers tend to engage in active pursuits such as volunteering, trekking

Travel
activities
in most recent overseas leisure trip
and attending
sporting
events.
Travel
Travelactivities
activitiesininmost
mostrecent
recentoverseas
overseasleisure
leisuretrip
trip
Travel activities in most recent overseas leisure trip
31%
Global
44%
44% Global
Base: Global
(10309)
44%
56%
56%
Base:
Base:(10309)
(10309) 56%
31%
31% Solo
Travelers
Solo
Solo
Base:
(2485)
Travelers
Travelers
Base:
Base:(2485)
(2485)
69%
69%
69%
Solo
SoloTravelers
Travelers
Base:
Base:(1046)
(1046)

Global
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2015
2015
Prepared
Prepared
byby
Millward
Brown
Brown
2072 72 Global
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Global
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2015
| Prepared
byMillward
Millward
Brown
11%
7%
7%
11%
11%
15%
16%
15%
15%
16%
16%
8%
Engaged in
extreme
sports inin
Engaged
Engaged
53%
53%
53%
Solo
Travelers
Base:
Base:(5139)
(5139)
7%
water
watersports
sports
Time taken to plan travel itinerary for most overseas leisure trip
Base: (1046)
14%
9%
9%
14%
14%
sporting
sportingevents
events
Engaged in
water
sports inin
Engaged
Engaged
Time
Timetaken
takentotoplan
plantravel
travelitinerary
itineraryfor
formost
mostrecent
recentoverseas
overseasleisure
leisuretrip
trip
Base: (5139)
9%
events
events
Engaged in
sporting
events inin
Engaged
Engaged
While
they are
earlytravel
in terms
of fixing
theyleisure
displaytrip
the
Time taken
to plan
itinerary
for their
mostdestination,
recent overseas
same spontaneity as the average global traveller in planning trip itineraries.
2015
2015
19%
16%
16%
19%
19%
Attended sporting
events
Attended
Attendedsporting
sporting
I considered
I consideredA AFEW
FEWpossible
possibledestinations
destinationsbefore
beforechoosing
choosingthe
thedestination
destinationI went
I wentto to
ororlater
later
16%
Trekked
Trekked/ backpacking
/ backpacking
I considered
Adestination
FEW possible
destinations
before
choosing
the destination
I knew
I knewthe
thedestination
I wanted
I wanted
totogogototo
and
anddid
did
NOT
NOTconsider
consider
others
others I went to
53%
53%
53%
2015
11%
6%
6%
11%
11%
profit
profitorganisations
organisations
Trekked / backpacking
I knew the destination I wanted to go to and did NOT consider others
1 month
in
1 1month
month
One
advanceinin
or
later
advance
advance
6%
Volunteered for not-forprofit organisations

Volunteered
Volunteered
for
fornot-fornot-for-
Visa Confidential
Visa
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Confidential
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Global
extreme
extremesports
sports
Solo Travelers
Global
Global
Global
Solo
Travellers
Solo
SoloTravelers
Travelers
Base: (10309)
12%
8%
8%
12%
Base: 12%
(2485)
Base:
(10309)
(2485)
Base:
Base:
(10309)
(10309) Base:
Base:
Base:
(2485)
(2485)
DID YOU KNOW?

USA, Australia and Canada are the top three favourite
destinations for solo travellers who want to engage in
sporting events/activities.
20
Dee CHANGED
Personal guided tours are also increasingly popular amongst solo travellers. The number of solo travellers that seek for this type of
travel arrangement has increased by almost 3 times as compared to 2013.
Seeking the bespoke travel experience
Personal guided tours are also increasingly popular among solo travellers. The number of solo travellers that seek this type of travel arrangement has increased
almost three-fold compared to 2013.
Travel Arrangement for Most Recent Overseas Leisure Trip
Travel activities in the most recent overseas leisure trip
2015
Global
Solo Travellers
24%
Global
35%
54%
60%
70%
28%
Base: (2485)
Tour Arrangement
Independent Arrangement
Independent
Package
Base: (10009)
Group Package Tour
Personal Guided Tours
Personal Guided Tour

DID YOU KNOW?
Visa Confidential
Free and Easy
Free and Easy
Solo travellers from Korea, India and USA are the top seekers for
personal guided tours in the past two years. Two in five of them do so.
79%
59%
20%
Base: (10309)
9%
10%
24%
25%
21%
30%
46%
16%
12%
20%
42%
40%
21
Solo Travellers
22%
34%
Group
2013
Base: (1545)
Free and Independent
Free and Independent
20%
Tech savvy travellers

22
Information
at
their
digital
fingertips
After
21
Travellers
have
becomehas
more
hungrier
for for
information
fromofboth
traditional and online sources, with online sources on the
Todays
traveller
a involved,
voracious
appetite
all manner
information
rise throughout the entire travellers journey. For package tour booking, online channels have become more popular at the expense of
from both traditional and online sources to plan their trip before and at
traditional channels.
the destination. The rise in digital use of information is also a phenomenon

that transcends travellers of all ages
and levels of affluence.
Source of Information
Average Number Of Sources Of Information Used
Source of information
82% 61%
Global
78% 71%
Planning
Planning
53% 64%
47% 36%
Booking (Package)
3.38 / 3.00
Planning
Booking (Package)
2.97 / 2.87
58% 45%
TRADITIONAL
ONLINE
72% 65%
Booking (Independent)
Booking (Independent)
At Destination
Base:
76% 61%
66% 57%
At Destination
At Destination
2015 Data/2013 Data
DID
YOU
Brown
74 Global Travel Intentions Study 2015 Prepared by Millward
KNOW?
Visa Confidential
Travellers from Kuwait and Saudi Arabia are still predominately depending on
offline sources when they plan for their holiday.
Six in 10 travellers from Egypt use online sources when they plan for their
holiday. This is a four time increase compared to 2013.
23
(10309) / (9450)
Travellers are now using more sources

from various platforms to keep
themselves informed and prepared
both before and during the trip.
After
Mobile
devices are increasingly travellers
constant companions.
on
here
Mobile devices are increasingly travellers constant companions.
Mobile usage on the rise
Channels used to access online information in the most recent overseas leisure trip
Mobile devices are the most important gadget
for travellers.
Most online
travellers
use theirinmobile
device
to overseas
access information
Channels
used to access
information
the most
recent
leisure trip sites about the destination throughout
their travel journey.
Channels used to access online information on
2015
2013
2015
2013
the most recent overseas leisure trip
64%
64%
75%
75%
Any Mobile Device

Any Mobile Device
40%
40%
42%
42%
0%
0%
Before trip
Before trip
31%
31%
41%
41%
3rd
Mobile Phone
Mobile Phone
Cant fit
slide of info
on here
68%
68%
60%
60%
86%
86%
73%
73%
Any Computer
100% Any Computer
0%
0%
100%
During trip
During trip
During trip
27%
27%
32%
32%
Tablet
Tablet
52%
52% After
62%
62%
Before trip
42%
42%
56%
56%
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(8078) (6785)
Base:
Base:
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DID YOU KNOW?
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75 percent of Asians will share news of their upcoming holiday online as
73
63
Before trip couldnt find
compared
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68 percent
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75%
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those
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73
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experiences online while they are still at the destination.
During trip
blue circle
Nine
out Intentions
of 10 travellers
Kuwait
used their
mobile phones
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2015
Prepared
by Millward
Brown during their
82 Global
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to accessStudy
information
Intentions
2015 online.
82 Global Travel
24
DID YOU KNOW?

DID YOU KNOW?
Online Sources 2015

Types of online sources accessed in 2015
Information about
Visa Confidential
destination
Visa Confidential
Base: (8078)
89
91
(6785)
Base: (6785)
After
Reviews
and price comparison aggregator are found most useful when planning for future trips.
After
Reviews
After
Reviews
After
After
Most useful
features
considered for
travel applications
/ websites
used
in planning
After
Reviews
and
price
comparison
aggregator
are found
most
useful
when planning for future trips.
After
Reviews and price comparison aggregator are found most useful when planning for future trips.
Reviews and price comparison

aggregators
are
most
useful
when
After
Reviews
and
price
comparison
aggregator
are
found
most
useful
when
planning
for
future
trips.
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and
price
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are
found
most
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when
planning
for
future
After
Reviews and price comparison aggregator are found most useful when planning for future trips.
trips.
planning future trips
the next trip

Most useful features considered for travel applications / websites used in planning
Reviews and price comparison aggregator
are found most useful when planning for future trips.
the next trip
Most useful features considered for travel applications / websites used in planning
the next
trip / websites used in planning
useful
features
considered
for
travel
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useful
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useful features
features considered
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websites
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Most useful features considered forthe
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next
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Most
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next
trip
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for
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the next
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accommodation
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Most useful to?
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for flights
accommodation
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forflights
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// /
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for
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for
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comparison
for
flights/ // /
Price
comparison
for
flights
accommodation
45%
accommodation
accommodation
accommodation
accommodation
45%
45%
45%
Reviews for tours / activities

Reviews
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tours
// activities
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for
tours
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for
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accommodation,
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Interactive maps with
and attractions
accommodation, activities
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82
82
82
82
Travel
Intentions
Study
2015
Prepared
by
Millward
Brown
82
Global
Travel
Intentions
Study
2015
Prepared
byMillward
MillwardBrown
Brown
82 Global
Global
Travel
Intentions
Study
2015
Prepared
by
Global
Travel
Intentions
Study
2015
Prepared
by
Millward
Brown
Global Travel Intentions Study 2015 Prepared by Millward Brown
Global Travel Intentions Study 2015 Prepared by Millward Brown
25
45%
45%
45%
45%
65%
South Africa
17%
17%
17%
17%
17%
17% 17% 25%
Russia
17%
11%
11%
19%
11%
11%
11%
11%
Kuwait
11%
11%
24%
8%
8%
8%
8%
8% Egypt
8%
8%
Base:
(12741)
Base:
Base: (12741)
(12741)
Base: (12741)
Base: (12741)
8%
Base:
Base: (12741)
(12741)
Base:
(12741)
Visa
Visa
Confidential
VisaConfidential
Confidential
Visa
Visa Confidential
Confidential
VisaBase:
Confidential
(12741)
Visa Confidential
Base: (12741)
Visa Confidential
Visa Confidential
Visa Confidential
23
image
image
image
image
image
image
image
image
image
23
23
23
23
23
23
23
23
Payment choices of leisure travellers

26
Payment card usage strong throughout holiday
Dee CHANGED
After
Distribution of travel expenditure before and during trips remains stable over the past two years. While cards are a predominant mode of
paymentmode
for booking,
moreinare
cardsstage
and cash.
Cards are a predominant
of payment
theusing
booking
and eight out of 10 people are
using a combination of cards and cash while at their destination.
Distribution of travel expenditure in the most recent overseas leisure trip
Distribution of travel expenditure on the most recent overseas leisure trip
BEFORE
DURING
42%
CARDS ONLY
46%
CARDS AND CASH
13%
CASH ONLY
15%
2015
58%
BEFORE
CASH ONLY
DID YOU KNOW?

Seven
in Intentions
10 travellers
usebyonly
cardBrown
during their booking
Travel
Studyfrom
2015Canada
Prepared
Millward
92 Global
27
2%
CARDS AND
81%
CASH
stage (pre-travel). On the other hand, seven in 10 travellers from

Morocco use only cash during their booking stage (pre-travel).
42%
Overtime, transactions made at

the destination using cash are
on a decline and more are using
a combination of cash and
cards.
CARDS ONLY
17%
DURING
CARDS ONLY
62%
CARDS AND CASH
9%
CASH ONLY
17%
2013
58%
CARDS ONLY
2%
CARDS AND
78%
CASH
CASH ONLY
20%
After
Cash stands out as the most preferred mode of payment at the
destination. However, if acceptance were not an issue, more than half
would choose credit card as their favoured mode of payment, with Visa
being the most preferred brand for cross-border payment.
Prepaid Travel card

3%
Dee CHANGED 2%
Majority of spend whilst at destination goes on retail, dining
3%
Cheque largely consistent
8%
andTraveller's
tourist activities,
with 2013.
One in two travellers prefer using credit cards at Base

the destination
(9543)
(9088)
More travellers are choosing credit cards as their favoured mode of payment, with Visa being the most preferred brand for cross-border payment.
Distribution of travel expenditure by type of merchant
Most preferred mode of payment
Preferred mode of payment across all merchants

77%
72%
54%
Retail
51%
4% 3%
Cash
Base: (9543)
Credit card
Charge card
14% 14%
3% 2%
International Prepaid Travel

Debit /
card
Check / Salary
Card
2015
Base: (9088)
8%
Dining
Traveller's
Cheque
2013
Prefer Visa when it comes to making

payments overseas
to making
23%
24%
Visa Con
Activities
20%
21%
Accommodation
10%
9%
Airfare
7%
5%
Base: (8391)
Base: (9236)
DID YOU KNOW?
While travellers from China and Japan are the top two groups of travellers
(9974)
that preferred credit cards over cash,Base:
travellers
from Kuwait are increasingly
favouring the use of credit cards.
Base: (9974)
29%
30%
comes
DID YOU KNOW?
28
Prefer Visa when it

payments overseas
3%
48%
Kuwait
preferred
using their
credit cards
Traveltravelling
Intentionsfrom
Study
2015 who
Prepared
by Millward
Brown
96 GlobalThose
increased by 1.5 times compared with 2013.
48%
2015 Global Average
2013 Global Average
29 percent of all respondents said that they will spend more if they are able
to use cards more frequently and at more merchants.
Visa Confidential
Of those who said this, 66 percent said that they would have used their Visa
card more often.
Dee CHANGED
Majority
Majority
of spend
of spend
whilst
whilst
at destination
at destination
goesgoes
on retail,
on retail,
dining
dining
and and
tourist
tourist
activities,
activities,
largely
largely
consistent
consistent
withwith
2013.
2013.
Almost one third of travel

expenditure goes into shopping
The majority of spend at the destination is on retail, dining and tourist activities. This is largely
consistent with 2013.
Distribution
Distribution
of travel
of travel
expenditure
expenditure
by type
by of
type
merchant
of merchant
Distribution of travel expenditure by type of merchant
Retail Retail
29% 29%
30% 30%
Dining
Dining
23% 23%
24% 24%
Activities
Activities
20% 20%
21% 21%
Accommodation
Accommodation
10% 10%
9% 9%
Airfare
Airfare
7%
5%
7%
5%
Base: Base:
(8391) (8391) Base: Base:
(9236) (9236)
2015 Global
2013 Global
2015 Average
2015
GlobalGlobal
Average
Average
2013Average
2013
GlobalGlobal
Average
Average
Confidential
ential
29
Top five souvenirs purchased
37%
Local food specialities
37%
Local apparel
34%
Local arts and crafts
30%
Keychains/minature
statues
23%
Postcards
DID YOU KNOW?

Indonesian travellers love to shop for souvenirs at the
destination as almost all would bring something home. In
contrast, only about seven in 10 travellers from UK shop for
souvenirs at the destination.
Travellers from the UK love to dine. Their largest travel
expenditure goes to dining and they spend about a third of
their overall budget on it.
Affluent definition
Respondents who fall into the income bracket listed below are classified as Affluent travellers for the purpose of this Study. The definition complies with the
minimum income requirement for ownership of Visa premium cards.
Asia Pacific
30
Europe, Africa and the

Middle East
Americas
Country
Monthly Income
Country
Monthly Income
Country
Monthly Income
Australia
AUD 8,501 & above
France
EUR 4,851 & above
Brazil
BRL 10,801 & above
China
RMB 10,001 & above
Egypt
EGP 21,001 & above
Canada
CAD 10,001 & above
Hong Kong
HKD 50,001 & above
Germany
EUR 3,251 & above
Mexico
MXN 82,001 & above
India
INR 80,001 & above
Kuwait
KD 1,686 & above
United States of
America
USD 9,001 & above
Indonesia
IDR 15,000,001 & above
Morocco
MED 25,001 & above
Japan
JPY 747,001 & above
Russia
RUB 70,001 & above
Korea
KRW 7,000,001 & above
Saudi Arabia
SAR 20,001 & above
Malaysia
RM 15,001 & above
South Africa
ZAR 30,001 & above
Singapore
SGD 11,001 & above
United Arab
Emirates
AED 25,001 & above
Taiwan
TWD 67,001 & above
United Kingdom
GBP 6,001 & above
Thailand
THB 100,001 & above
NOTICE OF DISCLAIMER
Case studies, statistics, research and recommendations are provided AS IS and intended for informational purposes only and should not be relied upon for operational,
marketing, legal, technical, tax, financial or other advice. You should consult with your legal counsel to determine what laws and regulations may apply to your
circumstances. The actual costs, savings and benefits of any recommendations or programmes may vary based upon your specific business needs and programme
requirements. By their nature, recommendations are not guarantees of future performance or results and are subject to risks, uncertainties and assumptions that
are difficult to predict or quantify. Visa is not responsible for your use of the information contained herein (including errors, omissions, inaccuracy or non-timeliness
of any kind) or any assumptions or conclusions you might draw from its use. Visa makes no warranty, express or implied, and explicitly disclaims the warranties of
merchantability and fitness for a particular purpose, any warranty of non-infringement of any third partys intellectual property rights. To the extent permitted by
applicable law, Visa shall not be liable to a client or any third party for any damages under any theory of law, including, without limitation, any special, consequential,
incidental or punitive damages, nor any damages for loss of business profits, business interruption, loss of business information, or other monetary loss, even if advised of
the possibility of such damages.

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Visa Global Travel Intentions Study 2015

EXECUTIVE SUMMARY | Prepared by Millward Brown

Regions included in the study

SUPERBOOMERS: Travellers aged 45 years old and above

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

SOLO TRAVELLER: People who chose to travel by

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

SHIFTS AND CHANGES: Current and future macro trends in

TECH SAVVY TRAVELLER

PAYMENT CHOICES OF LEISURE TRAVELLERS

Shifts and changes: current and future macro

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Leisure travel touches a wider mass

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Indonesia Thailand Korea Malaysia Taiwan

Average no. of leisure trips made in the past two years

With more new travellers joining the fold,

Countries with the highest decrease in leisure

Optimistic about the future

Average number of nights spent in most recent overseas leisure trip

Global average trip length declines

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Budgets are tighter

Median amount spent in most recent

Top five increase in spending between 2013 and 2015

Bottom five spenders in 2015

Top five decrease in spending between 2013 and 2015

Triggers / source of inspiration for most recent overseas

most of the global travellers

Triggers / source of inspiration for most recent overseas

Motivations and inspirations of travel

DID YOU KNOW?

Intentions Study 2015 Prepared by Millward Brown

28 Global Travel Intentions Study 2015 Prepared by Millward Brown

Superboomers (those aged 45 and above) have a strong need for

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

DID YOU KNOW?

Status and luxury travel is increasingly important. 16 percent of travellers

Intra-regional travel dominates and USA is still the top choice

destinations in the past two years

Singapore Hong Kong

Spain Italy Greece Turkey USA

DID YOU KNOW?

Travellers from Americas

Travellers from Europe

Spain Italy Greece Turkey USA

36 Global Travel Intentions Study 2015 Prepared by Millward Brown

36 Global Travel Intentions Study 2015 Prepared by Millward Brown

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Future outlook of travel destinations

Travellers from Americas

31 Global Travel Intentions Study 2015 Prepared by Millward Brown

36 Global Travel Intentions Study 2015 Prepared by Millward Brown

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Travellers from Americas

Travellers from Africa and Middle East

Travellers from Europe

Top three destinations in the next one year

Travellers from Europe

Singapore Hong Kong

Travellers from Europe

Most visited destinations

DID YOU KNOW?

Good scenery and attractions lure travellers