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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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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.

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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 Global Travel Intentions Study 2015 Prepared by Millward Brown

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)

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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

Top 3 destinations by travellers from each region in the past two years
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.
Travellers from Africa and Middle East
Travellers from Asia Pacific
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 from Asia Pacific
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

36 Global Travel Intentions Study 2015 Prepared by Millward Brown

UK

France

Visa Confid

USA, Japan, Hong Kong, UK and Australia the top five destinations in 2015.

36 Global Travel Intentions Study 2015 Prepared by Millward Brown

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Visa Confid

Top 3 destinations by travellers from each region in the past two years
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
Travellers from Africa and Middle East
Travellers from Africa and Middle East
Travellers from Asia Pacific
Travellers from Asia Pacific
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

Travellers from Americas


UAE The outlook
Egypt for
Turkey

USA

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

2 UK 3

5
6
France

France

12%

9%

9%

Egypt

UAE

Travellers from Americas


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%

Travellers from Africa and Middle East

Travellers from Europe


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%

Travellers from Europe

14%

11%

UK

20%

Singapore Hong Kong

18%

13%

2015

Travellers from Europe


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

39 Global Travel Intentions Study 2015 Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Asia on the rise: Asias appeal to travellers and a


focus on the Chinese traveller
12

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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 Global Travel Intentions Study 2015 | Prepared by Millward Brown

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
tourists
tourists
partake
partake
inin
more
more
activities
activities
than
than
the
the
global
global
average.
average.

valued
more
than
the
actual
cost of
it. On
average,
Chinese

Experience > Cost

Fortourists
Chinese partake
travellers,in
creating
best travel
experience
is valued
more than
more the
activities
than
the global
average.
the actual cost of it. On average, Chinese travellers partake in more activities
than the global average.
BudgetingGlobal
approach
Global
Search
Search
forfor
thethe
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and
and
then
then
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experience
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before
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and then sum up the amount
before making adjustments
I will
I will
keep
keep
strictly
strictly
to to
thethe
budget
budget
I planned
I planned
I will keep strictly to the
budget I planned

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
Global
Global
Travel
Travel
Intentions
Intentions
Study
Study
2015
2015
Prepared
Prepared
by by
Millward
Millward
Brown
Brown
Visa
Visa
Confidential
Confidential
50 50
2015, using 2013 exchange rate.
VisaGlobal
Global Travel
Travel Intentions
2015
| Prepared
by Millward
Brown
IntentionsStudy
Study
2015
Prepared
by Millward
Brown
50

46%
46%

56%
56%

46%

56%

29%
29%

18%
18%
18%

3.55
3.55 4.36
4.36
3.55 4.36

14

China

29%
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,
etc. etc.
scene such as clubs,
bars, etc.
Trekked
Trekked
/ /
backpacking
backpacking
Trekked /
backpacking

1. 1.Almost
Almost
1 in
1 in
2 Chinese
2 Chinese
travellers
travellers
have
have
shopped
shopped
forfor
luxury
luxury
goods
goods
in in
their
their
most
most
recent
recent
trip.
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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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
between
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
theOverseas
most outTrip
of their
travel budget
time.and
Business
Incidence
Recent Overseas
Trip
Thatbusiness
Combines
Leisure
and
Almost
oneof
in Most
five travellers
combined
both
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
along
business
time.
InterContinental
Group
(IHG)trips
in South-east
Asia
trips
and a59
per cent
business
toon
include
leisure
trips
and
59 aper
extend
trips
toininclude
leisure
also
notes
50cent
per cent
risebusiness
in Group
bleasure
bookings
among
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
a 50 per
cent
rise
in
bleasure
bookings
also
notes ofadelegates,
50 Bleasure
per cent
in
bleasure
among
The
majority
the
travellers
come
Asiabookings
and
are young
working
meeting.
who
Itsrise
aadd
bleasure,
TTG
Asia
meeting
onfrom
a leisure
stay
preor postprofessionals/executives.
meeting
delegates,
who add
a leisureTTG
stayAsia
pre- or postmeeting.
Its on
a bleasure,
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.

53 Global Travel Intentions Study 2015 Prepared by Millward Brown


56 Global Travel Intentions Study 2015 Prepared by Millward Brown
16
Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown
53 Global Travel Intentions Study 2015 Prepared by Millward Brown

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
Prepared by Millward Brown
63 Global Travelwhen

DID YOU KNOW?

63 Global Travel Intentions Study 2015 Prepared by Millward Brown


17

Base: (10009)
Base: (10009)

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Visa Con

Visa Con

The solo traveller


18

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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
on
here
Cant
Cant
fit
fit
3
3
slideof
ofinfo
info
Most solo
travellers
know
exactly
where
they
want
to go. While they
After
After
on
on
here
here
are
early
in
terms
of
fixing
their
destination,
they
display
the
same
Most
Mostsolo
solotravellers
travellersknow
knowexactly
exactlywhere
wherethey
they
want
want
totogo.
go.
While
While
they
they
spontaneity
global
travellers
indestination,
planning
trip
itineraries.
thesame
are
areearly
earlyininas
terms
terms
ofoffixing
fixingtheir
their
destination,
they
they
display
displaythe
same
spontaneity
spontaneityasasglobal
globaltravellers
travellersininplanning
planningtrip
tripitineraries.
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)

72 Global Travel Intentions Study 2015 Prepared by Millward Brown


Global
Travel
Intentions
Intentions
Study
Study
2015
2015
Prepared
Prepared
byby
Millward
Brown
Brown
2072 72 Global
VisaTravel
Global
Travel
Intentions
Study
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
Visa
Confidential
Confidential

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 Global Travel Intentions Study 2015 | Prepared by Millward Brown

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.

76 Global Travel Intentions Study 2015 Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

(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

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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%

(8078) (6785)
(8078) (6785)

Base:
Base:

100%
100%

(6720) (5699)
(6720) (5699)

This was the


DID YOU KNOW?
powerpoi
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75 percent of Asians will share news of their upcoming holiday online as
73
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Kuwait
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82 Global
holiday
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information
Intentions
2015 online.
Prepared by Millward Brown
82 Global Travel

24

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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)

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After
Reviews
and price comparison aggregator are found most useful when planning for future trips.
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and price comparison aggregator are found most useful when planning for future trips.
After
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Most useful
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Price
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flights
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accommodation
accommodation
accommodation

45%
45%
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Reviews for tours / 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

82 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%
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Base:
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82 Global Travel Intentions Study 2015 Prepared by Millward Brown

Base: (12741)
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82 Global Travel Intentions Study 2015 Prepared by Millward Brown

Visa Confidential

82 Global Travel Intentions Study 2015 Prepared by Millward Brown

Visa Confidential

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

23

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23
23
23
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23
23
23
23

Payment choices of leisure travellers


26

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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.

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Base: (9974)

29%
30%
comes

88 Global Travel Intentions Study 2015 Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

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Case studies, statistics, research and recommendations are provided AS IS and intended for informational purposes only and should not be relied upon for operational,
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