Study: 70% in SG enjoy travel-related brand partnered influencer content

Around 70% of Singaporean prosumers (consumers and producers) enjoy content from brand-partnered influencers. This is especially since there is a strong opportunity to use this influence to reduce over-tourism and promote sustainable travel. 

Brands can further this effort by partnering with travel influencers who can educate Singaporeans on incorporating sustainability into their travels. From choosing eco-friendly stays to supporting local communities, influencers can reshape travel habits, encouraging more mindful and responsible exploration. 

This is according to a report by Havas Singapore titled "Travel and tourism: Can we still roam a world on the verge of collapse?"

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The report examines the evolving landscape of travel and tourism in the wake of the pandemic and ongoing climate. It surveyed of 14,000 people in 32 markets, including 263 respondents in Singapore, revealing that Singaporeans' travel preferences have highlighted a stronger focus on sustainability, authenticity and meaningful experiences. 

In fact, 92% of prosumers think tourism brands should support and empower local communities. Meanwhile, 74% of Singaporean prosumers say they will boycott brands that promote destinations that do not respect human rights and that are not environmentally friendly or socially conscious (55%). 

That said, 70% of prosumers are willing to pay more for trips that have a lower environmental impact. This comes as 65% of Singaporean prosumers are prepared to give up other life comforts to satisfy their travel ambitions, said the report. 

Interestingly, the report revealed that 88% of Singaporean prosumers enjoy sharing their travel stories on social media, yet express concerns that this very sharing contributes to overcrowding, amongst other issues plaguing popular destinations. 85% of Singaporean consumers prosumers also consider travel essential for their mental well-being and relaxation, despite rising ecological concerns. 

In addition, the report found that there is a gap between awareness and action where despite 43% of Singaporean prosumers expressing guilt about the environmental impact of their travels, many struggle to reconcile their travel habits with their environmental values.

Similarly, in a survey by YouGov earlier in April, it was reported that over half (55%) of consumers in Asia Pacific (APAC) say they are willing to pay more to stay in an environmentally sustainable hotel as compared to a regular one. 

This is in comparison to consumers in Europe, the Middle East and Africa (EMEA) at 41% and North, Central, and South America (AMERS) at 38%. 

Meanwhile, willingness to spend more to stay at eco-friendly hotels in other markets stands at around two in five in Australia and Singapore (both 42%), Spain (41%), Poland and Denmark (both 38%) and Sweden (37%). According to the survey, consumers who are willing to fork out a 10% green premium make up around a quarter of APAC (27%) and EMEA (23%). AMERS (20%) makes a fifth. 

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