With work life becoming more hectic, people are constantly looking out for outlets to relax and unwind. Travelling has become a prized outlet as it provides personal time away from the daily pressures. This new social trend is creating new changes in travel habits and patterns.

To many, travel is no longer “location-based,”, but more experience driven. Trips are getting longer and more leisurely placed. The itinerary is moving away from rushing through the “check list” of hot spots, but filled with more selective activities that would provide a memorable experience. Whilst key destinations remain popular, increased number of travellers are venturing to more adventurous destinations. Travellers are spending more time soaking in the culture and the environment. This makes the vacation more interactive, meaningful and personal.

In Singapore, travel is notably one key activity that most Singaporeans indulge in. In a survey by ACNielsen, 52% of the respondents opt to spend their spare cash traveling as compared to buying clothes, investing or planning for retirement. Singaporeans' keen interest in travel is evident with the success of big travel fairs such as NATA.

Singaporeans are also taking longer trips. It spans from an average of 10 to 12 days (compared to 8 days previously). To save their leave for longer vacations, Singaporeans are also taking lesser number of shorter trips. Whilst they seek “value for money” travel packages, they are paying 15% more for their trips. Singaporean travelers are also more discerning with their choice of destinations. Whilst Hong Kong, Australia and key cities in China remain top selections, there is a 50% increase to more exotic destinations such as Eastern Europe, Dubai, Morocco, Egypt, Africa and certain cities in China.

As travel becomes more experience based, the journey becomes an important part of the travel. In fast-paced tours, great emphasis is placed on the speed of getting there. Given its speed, air travel remains the main mode. However, there is a noted increased in “slower” travel such as rails and cruises . These modes of travel provide the benefit of having a "lesiure travel feel" as compared to the fast paced entry and exit at the airport akin to a business trip. Air travel is the default mode of travel for most Singaporeans. For those who want a different experience, there is also an increase in luxury cruises available as more international liners call at Singapore’s port. Rail travel from Singapore to KL has also been on the rise. A luxury rail experience on the "Oriental Express" serves those who want to travel in style.

Influenced by non-conventional travel options as seen on cable channel "Discovery Travel & Living", Singaporeans are opting for interest driven tours. Health tours (exotic spas), wine tours (vineyards), food tours (food tasting) and cooking tours (particular cuisine) are getting popular. We foresee that "connoisseur travellers” will continue to grow and will expand into wider variety of interests. The gathering of these "tribes" are also fuelled by technology. The internet brings together people with the same passion and allows for information exchange . This is evident in the increase in traffic to key travel sites. Comparing April 06 to April 07, all the tracked travel sites have increased in traffic.

The internet brings power to the consumer to fully customize their vacation and also to erase middlemen costs. More and more Singaporeans are researching for their trip and purchasing air tickets online via popular sites like Zuji.com. Besides information, many turn to the internet for personal opinions on travel destinations and activities. Popular travel blogs such as http://www.vagabonding.com/ and http://www.edsgonesouth.com/blog/ also add greater dimensions in seeking that special experience.

In search of a more meaningful getaway, the internet has fuelled this demand and have granted the power to Singaporean travellers to customise their preferred travels, just the way they want it. Advertisers can look to plan their presence in these travel related ticketing sites and blogs to tap on this growing trend.

Sources:
Newsweek, 14 May issue; MSNBC.com; ACNielsen Consumer Intelligence Index, Jan 2007; The Business Times, 19 May 2007