Leisure
travel is increasingly popular. It is seen as a means to escape
and to discover. It is fuelled by the increase in accessibility
and the emphasis on
self-actualisation.
The
main way to reach this growing segment is via
the mainstream channels - TV, press and magazines. Roadshows
and
the internet
also prove to be important information sources; pointing to the
best shopping haunts or the most beautiful beaches.
Unsurprisingly,
the top most preferred holiday type is shopping, followed by
beach and nature. Singaporeans, being shopaholics and nature-starved,
frequent destinations within the Asia Pacific Region most often.
Australia,
the nearest caucasian country, comes in tops. Thailand, the shopping
haven, ties with Japan and New Zealand. Aside from the usual
destinations, Singaporeans are also venturing out to more exotic
places
like Turkey and Egypt.
-----------------------------------------------------------------------------------------------------------------
Insights DNA will also provides a wealth of information such as
the appeal of the
various brands, the effectiveness of various media including brochures
etc. This
base of information will make media planning much more aligned
to marketing needs. |
