Adara reveals disruptive Singaporeans


SINGAPORE, 31 May 2016: New research from travel data platform ADARA reveals that Millennials in Singapore are disrupting traditional travel models.

They are dedicated travellers with three in four (79%) prioritising travel above any other expense, but are savvy bargain hunters with a penchant for luxuries.

They are more likely to book through intermediaries and are less likely to be in loyalty programmes as they currently exist.

inside no 7The study attempted to expose the travel habits of Millennials using focus groups and research to compare attitudes and behaviours among 18 to 34 year olds and 35+ year olds.

ADARA also leveraged first-party insight into millions of every day travel transactions across Europe, Asia Pacific and America. The research shows that 94% love to travel to new places and the majority agree that travel involves new experiences and going off the beaten track (90% and 74%, respectively).

The research also shows that when compared to their older counterparts, Millennials in Singapore are more likely to use digital resources, such as travel blogs (42% vs 29% among those 35+) to plan and book their travel – proving that marketers need to adapt their campaigns to reach this audience.

In addition, the research found that unlike their counterparts in the US, Millennials in Asia Pacific are more likely to book flights through airline websites (56% in Singapore; 45% in Hong Kong; 44% in Australia vs 34% in the US).

However, they are more likely to book hotels through general travel websites (67% vs 19% hotel sites).

“43% of those surveyed agreed that it was not worthwhile to sign up for loyalty programmes.”

82% of Singaporean Millennials prioritise price over airlines when choosing a flight (vs 71% of those over 35+).  Millennials tend to plan ahead compared to older travellers – they start searching for flights 13 days in advance of booking the flight compared to nine days to ensure that they get the experience at the best price.

inside no 7.1Hotel searches are no different, with a longer window of eight days prior to booking compared to six days for older travellers.

The data also reveals that Singaporean Millennials fly more and opt to travel front of cabin (25% of flights), highlighting that they have disposable funds to spend on favoured luxuries. This is higher than those surveyed in Hong Kong (23%) but lower than those in Australia (39%).

ADARA found that 43% of Singaporean Millennials were willing to pay for upgrades, compared to 40% of 35+ year olds and were more likely to purchase amenities in-flight.

42% (highest globally) of Singaporean Millennials have stayed in a house or apartment rental (Airbnb) in the past year compared to only 33% of those 35+

ADARA conducted the research among 3000 Millennial travellers aged between 18 and 34 years old in the US, UK, France, Australia, Hong Kong and Singapore alongside research partner Db5. They surveyed and conducted focus groups with Millennials that have taken three+ trips in the past year.