This September, Zuji has launched the second phase, ‘Discover’, of itsOutbound Travel Sentiment Index that aims to unveil the travelling and exploration habits of Hong Kongers when taking trips abroad. The Index as a whole is an ongoing study over a three-month period and tracks travel trends of people in many different aspects, such as travel routines, travel decisions, and spending habits.
Zuji’s Outbound Travel Sentiment Index consists of three phases: Search, Discover, and Share, which reflect the process of a traveller from start to finish. After completing its research and survey on ‘search’, the focus is now in its second phase, the ‘discover’ stage, which refers to the different behaviours, habits and preferences of discovery and exploration that Hong Kongers engage in whilst travelling.
Compared to last quarter, the Zuji Outbound Travel Sentiment Index has increased by one point to +68 (ranging from -100 to +100), which indicates an increasingly strong desire that Hong Kongers feel towards travelling abroad. Additionally, a steep 80% of the survey respondents are actually planning to go for up to two trips in the next three months, with over 40% willing to spend between $5,001 and $15,000 on their next travel trip. The top three destinations chosen by male respondents are Japan, Taiwan, and Southeast Asia. For female respondents, the top three destinations are Taiwan, Japan, and Korea.
One of the most crucial items to double check before disembarking on holiday is the passport! The survey shows that if travellers accidentally leave their passports at home, half of the female respondents would ask their parents or friends to bring it to them, whereas more than half of male respondents would grab a taxi and retrieve it themselves.
Once the travellers arrive at their holiday destination, besides asking local people for advice, nearly 40% of the respondents do not mind getting lost, and believe that this is the best way to discover interesting and hidden local gems! When discovering tasty dining spots, a quarter of the respondents would choose not to use travel guides, and would rather go with their intuition. A majority of the survey respondents said they would share news of interesting discoveries with friends and family through instant messaging and social media, while 26% of them would keep these new findings to themselves.
In a unique question of what a traveler would do if their travel companion fell in love with him or her during the trip, more than half of the survey respondents would pretend nothing happened. However, a larger percentage of male respondents would develop a relationship immediately compared to females (13% and 4% respectively).
Accommodation is a large part of a traveller’s holiday, and from what the survey has gathered, the top choice for Hong Kongers is a boutique hotel, preferred by an impressive 57%, followed by luxury hotel, and then bed & breakfast. When asked what Hong Kongers would do if they discovered something strange and disturbing at their choice of accommodation, such as a ghost, an incredible 40% said they would stay put rather than change locations!
The Index also unveiled an interesting discovery – a majority of the survey respondents discovered a range of land supply issues between Hong Kong and foreign countries. 56% of travellers noticed that it is actually cheaper to buy a house overseas than to purchase a parking space in Hong Kong! Additionally, over a third discovered that there is hardly any land shortage issues in foreign countries – a stark contrast to this city.
After a holiday, Hong Kongers usually arrive back home bearing gifts for friends and family, but what would they do if they forget to pick up some souvenirs? The survey uncovered that 20% of the survey respondents would actually go to a supermarket in Hong Kong to buy imported food products!
Zuji’s Outbound Travel Sentiment Index continues to further develop an understanding of Hong Kongers’ travel practices, as well as their attitudes and exploration preferences during their trips abroad. This ongoing index maps their habits, keeping track of ongoing trends which allows for accurate comparisons to be made between different travelling periods and behaviours throughout the year.