Going big with no regrets: 5 travel trends for brands eyeing SG consumers

Singaporeans plan to go all-out in revenge travel, as close three in four Singaporeans (73%) want to go big on their next trip with a “no regrets” style of travel. According to Expedia's 2022 Travel Trends Report, Singaporeans are now in pursuit of more transformative and fulfilling journeys, without holding back. Expedia says that this "GOAT" mindset, which stands for Greatest Of All Time, comes following travellers' newfound appreciation that each trip in the current travel environment is a privilege. 

Lavinia Rajaram, Asia head of communications, Expedia Group Brands, said that while close to half (46%) of respondents from Singapore expressed feelings of cautiousness towards travel, the report also showed that the majority of travellers want to let go and go big for their next trip. 

“As travellers start to build their trust in travel again after a long period of constraints and limitations, travel in 2022 will be about embracing the GOAT mindset, to maximise the richness and meaning from their overseas experiences. With new Vaccinated Travel Lanes being launched to new destinations, coupled with Singapore’s safe and cautious approach to reopening of international travel, Expedia anticipates our travellers will take that leap and invest big in travel going into 2022" she said. 

For marketers who are planning to target Singaporean travellers in 2022, here are five ways they intend to go all-out for their travels:

1. Scrapping the schedule

The pandemic has made it difficult to travel on a whim, and travel guidelines that change according to the unpredictable COVID-19 situation across the world have made planning for a trip difficult as well.

As such, Singaporeans are now ready to face the impromptu, with over a quarter (28%) of them seeking to be more spontaneous and live in the moment.

The report also found that travellers prefer to go-with-the-flow and forgo an itinerary (29%) to embrace the freedom to do whatever they want, whenever they want (36%). With the emergence of several flexible offerings and rates, such as the Singapore Airline's newly-launched Flight Pass, there’s no better time for travellers to explore last-minute trips and unknown adventures that might just culminate in their GOAT.

2. The splurge-cation 

Following countless cancellations or postponements of celebrations and trips during the pandemic, foregoing simple luxuries in turn, travellers want to make up for lost time to put themselves first and get the GOAT they deserve. Over the next year, 43% of Singapore travellers plan to treat themselves and prioritise their enjoyment and experiences over budget on their next trip.

This includes going on a shopping spree (30%), dining at a Michelin star restaurant (23%), and booking a first-class flight or a five-star hotel (18%).

3. Immerse to discover

Singapore travellers plan to go beyond their norm for their next trip, with 26% of them willing to step out of their comfort zone and 32% willing to immerse themselves in destinations, cultures and experiences that are completely different from their own (32%). Other new experiences that Singapore travellers are open to include experimenting with local delicacies (49%) and embracing food that they’ve never eaten before (44%), visiting a destination they never would have considered pre-pandemic (26%), staying with a local family instead of booking a hotel (17%), and seeking more rural, off-the-beaten track experiences (27%). 

4. Sensation seeking

In addition to exploring new places and delicacies, Singapore travellers are also looking to try activities they have never done before, notably those that ignite feelings of excitement and exhilaration (38%). One in 10 Singaporeans also said that they are willing to try daring or high adrenaline activities on their next trip. Some of the unique experiences that Singaporeans want to try include sleeping under the stars (24%), skydiving (17%), and going night trekking on a volcano (13%)

5. Unfiltered enjoyment

Traveller priorities are shifting towards a greater focus on supporting their mental well-being, with 29% of Singaporeans seeking trips that enable them to prioritise their mental health. Furthermore, 41% are searching for a sense of contentment and mental well-being on their next trip, and one in five travellers (22%) plan to spend less time on their devices to be more present. To reach this sense of contentment, more than one-third of travellers (36%) also aim to spend more time in their destination to ensure they fully experience all it has to offer. Travel in 2022 for Singapore travellers will be about quality, not quantity, and embracing the simple pleasures to truly achieve meaningful impact.

Expedia's 2022 Travel Trends Report was conducted with 12,000 travellers across 12 countries, including 500 travellers from Singapore.

Photo courtesy: 123RF

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