Tag: GWI

Singapore – Nearly half (47%) of families consider bonding time as the primary benefit of intergenerational travel, according to new research from Booking.com and GWI.

In APAC, multigenerational households are 43% more common than the global average, influencing travel choices rooted in family values and close relationships. 

According to the research, intergenerational travel strengthens bonds, with 47% of travellers emphasising the joy of creating lasting memories, 39% valuing reconnections with distant family, 27% enjoying diverse generational perspectives, and 26% cherishing their children’s interactions with familial role models.

This trend also varies by region. In New Zealand, travellers primarily focus on reconnecting with distant family members, while in India, the emphasis is on passing down traditions and cultural heritage. In Vietnam, families value the support with childcare and the opportunity for children to learn from role models outside their parents.

However, the research also revealed that families often face challenges when planning vacations, including heightened safety and health concerns (30%), conflicting interests (30%), and diverse dietary needs (28%). Additionally, balancing energy levels (27%) and navigating family dynamics (25%) can further complicate the travel experience.

To address these challenges, the research suggests focussing on experiences that resonate across generations. More than 27% of families enjoy travelling for reunions or special occasions, using these moments to celebrate milestones together. Visiting relatives (21%) is another popular choice, fostering deeper bonds and cultural experiences, while food experiences (21%) and sightseeing (20%) offer opportunities to explore new cultures and cuisines as a family.

Each region also has distinct travel preferences. According to the report, Thai travellers favour beach and coastal trips, while Taiwanese families focus on culinary experiences. Vietnamese families are particularly interested in cruises, planning them at more than twice the regional average. Meanwhile, Indian families enthusiastically seek out major sporting events, concerts, and music festivals.

The report further highlights that millennials lead family trip planning, handling 48% of travel arrangements thanks to their tech-savvy approach. Gen Zs are also engaged, with 47% co-planning and personalising itineraries, while Baby Boomers take a backseat, with only 23% actively involved in the planning process.

Most families prefer trips lasting 4 to 6 days—long enough to relax but short enough to avoid fatigue. Families also display a flair for spontaneity, with over half (51%) open to last-minute getaways booked within a month. This spontaneity extends to longer vacations, with 40% of travellers also booking their trips in less than a month.

Accommodation choices also reflect the diversity of families. Hotels are the preferred option for 49% of families, followed by resorts at 36%. A rising trend sees about 25% of families opting for unique, culturally immersive stays like Ryokans, Hanoks, and treehouses, adding local flavour to their trips. Regardless of the type, practical considerations remain crucial, with affordability (41%), proximity to attractions (29%), and convenient on-site dining (27%), guiding decision-making.

Furthermore, accommodation preferences vary widely across the region. In China, families favour culturally immersive options like traditional homesteads and heritage-rich sites. Thai families are drawn to seaside accommodations, from luxurious villas to budget-friendly beach homes. In South Korea, many opt to stay with friends or family for a personal touch or choose guesthouses that provide authentic insights into local customs and lifestyles.

Meanwhile, the report also captured the families’ top priorities when selecting travel destinations: safety (46%) ranks highest, followed by affordability (39%) and accessibility for all age groups (30%). While environmental sustainability (13%) and cultural immersion (13%) are valued, they take a backseat to these core concerns.

Forty-two percent of travellers prefer domestic destinations for their shorter distances and familiarity with local customs, while 39% seek the excitement of international travel for new experiences and cultural encounters. 

Booking.com also identified the top and trending family destinations in APAC as Tokyo, Japan; Gold Coast, Australia; Singapore; Seminyak, Bali; Osaka, Japan; London, UK; Kuta, Bali; Dubai, UAE; and Paris, France, on top of more places in the list.

 Laura Houldsworth, managing director for Asia Pacific at Booking.com, said, “Families in Asia Pacific are embracing intergenerational travel like never before, creating opportunities for richer connections and shared experiences across generations. Our new research highlights the unique ways families are approaching their vacations, from balancing diverse needs to exploring new destinations. This study provides valuable insights into how Booking.com and the travel industry overall can support families in Asia Pacific make the most of their adventures, across generations, and make it easier for everyone to experience the world.”

Singapore – With millennials being referred to as the generation of ‘digital natives’, it comes as no surprise that they are one of the most influential demographics in the current era of marketing. This being said, research on key trends among millennials conducted by market research firm GWI shows what millennials from APAC cater to when it comes to their behavior towards media consumption and brand purchases.

Data from GWI’s study touches on how millennial preference can contribute to the rise of brands, media platforms, and even influencers, as well as what millennials seek in brands that they purchase on a regular basis. 

When it comes to media consumption, the study shows that APAC millennials are actually spearheading the growth of the podcast as a media platform, with 25% of respondents  listening in for at least two hours a day. This also leads to respondents saying that 12% of them discover new brands or products through podcast advertisements.

APAC millennials have also been found to be easily swayed by nostalgia, with the study stating that 65% of respondents prefer if brands or companies bring back old logos and ads. The same can be said with the effect of memes in advertising, as the study says that they are more engaged with finding memes funny when compared to the later Gen Z demographic.        

Moving on to brands, influencer marketing plays a significant role in marketing to APAC millennials, with 85% of respondents saying that they trust influencers. Nearly 4 in 10 APAC respondents say influencer recommendations are more trustworthy than regular ads, which translates into purchase behavior — as there is an 8% more likely than average likelihood for them to purchase a product recommended by influencers.

Lastly, brand trust towards millennials is vital in terms of reliability, as 45% of the respondents are loyal to the brands that they already like in terms of quality control. Respondents also said that they are 11% more likely than average to cite a live-chat feature as a purchase driver, and the number one thing they expect from brands is to be socially responsible.

Singapore — GWI, an audience insights company, announced the appointment of Aditi Kohli as senior vice president for APAC as it plans to further its growth in the region. The company is set to jumpstart its ambitious growth plans after it successfully secured US$180m in Series B funding in February 2022.

Kohli will be based in Singapore and she is tasked to drive the company’s growth, working with enterprise partners to help them gain a deeper understanding of local consumers. The investments are being utilised to further advance GWI’s software-as-a-service platform, as well as hire new talent to support global expansion.

Prior to joining GWI, Kohli was managing director of Foursquare for Asia. Her other ventures include roles in Near, The Walt Disney Company, and MTV Asia.

Speaking about her appointment, Kohli said, “I am honoured to join GWI as we continue to revolutionise insights on digital consumers worldwide through technology. We’re seeking to bolster the APAC team, and looking to hire talented professionals (commercial sales and customer success) with a passion for market intelligence and innovation who can support the rapid expansion of our business.”

Tom Smith, CEO and founder of GWI, said, “We are deeply committed to Asia-Pacific. The size and breadth of the region mean it can be hard for companies to navigate and be able to make proper data-driven decisions. GWI is able to provide them with deep insights and allow them to create the right strategy. When we launched our new office in Singapore we knew that we would need to find the right person to lead this exciting growth opportunity and Aditi is the perfect person for this. Her breadth of experience will be instrumental in growing our presence, talent and customer base. We’re very excited for the future of GWI in APAC.”

Singapore – With many brands going more digital, amplified during the pandemic, brands need to understand that they need to be innovative and creative in their upcoming business strategies and endeavours to further reel in potential customers, a report by global marketing agency TEAM LEWIS and audience insights company GWI showed.

According to the trends guide, screen time continues to grow in most countries, with the exception of Malaysia and Singapore, furthermore, Hong Kongers & Malaysians prefer to spend more time on their mobile devices compared to PCs, laptops, and tablets. In terms of device ownership, audiences own at least three devices, Malaysians on average own fewer than three devices but spend the most time on the internet globally.

The report notes that the top concern amongst consumers is how companies use their personal data online, with 39%, followed by a preference to maintain anonymity online, with 34%.

The marketing landscape was also highlighted, with the website serving as a leading channel with 56% of audiences visiting a brand’s websites in the last month. Newsletters and emails were also still proven to be effective with 26% of the audience reporting to reading them. In line with the theme of ending monotony to avoid marketing immunity, consumers unanimously wanted brands to be innovative, authentic, and reliable.

In the last three years, there has been an increase in consumption of music streaming services and podcasts with Singapore seeing the most growth year-on-year.

Finally, only 23% of consumers globally think social media is good for society with Malaysians being the most positive about social media, with 40% seeing it as a force for good.

Simon Billington, executive creative director at TEAM LEWIS, said, “It’s no longer as simple as getting in front of your audience with a single message as many times as possible. Consumer expectations of a brand’s interaction with them are clear. They want unique, attention-grabbing creativity delivered in a personalized way. The complexity of the message and the vehicle the message is delivered in is paramount to success.”