Singapore – Majority of Singaporean prosumers (85%) deem travelling essential for their mental well-being, according to a report from Havas Singapore.
The report, which highlights Singaporeans’ travel preferences, also revealed that 65% of prosumers are willing to sacrifice other comforts to fulfill their dream travel. The insight further reinforces the emotional value of travelling for Singaporeans.
Havas Singapore’s report also focuses on sustainability. According to the report, 43% of prosumers feel guilty about the environmental impact of their journey, yet find it difficult to meet sustainable travel habits to meet their environmental values.
Meanwhile, 88% of Singaporean prosumers prefer sharing their travel experiences on social media. 70% also enjoy seeing travel content from influencers who partner with brands, which provides them with a glimpse of new destinations. According to the report, this is an opportunity for brands to promote sustainable travel habits.
Additionally, 74% of prosumers in Singapore value being immersed in local cultures. 92% are encouraging brands to support local communities.
The report emphasises Singaporean prosumers’ demand for sustainable options when travelling along with authenticity in the travel content they view.
“The travel sector is at a critical juncture as it navigates the challenges posed by climate change and shifting consumer priorities,” Vineet Kumar, director of research and insights at Havas Singapore, commented.
“The findings highlight the profound relationship consumers have with travel and the potential for brands to drive positive change. As we move forward, brands that prioritise sustainability and genuine engagement will thrive,” Kumar added.
