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Asian travelers most likely to book hotels online


Published on Jul 20, 2012

New study by finds a greater uptake of online booking channels in Asia Pacific...

Asian travelers are the most likely to book a hotel online, a new study has found. According to’s inaugural Traveler Confidence Index (TCI), 70.3% of travelers based in the Asia Pacific region have used the internet to book either leisure or business accommodation – higher than the global average of 63.2%. European travellers (63.2%) were next most likely to book hotels online, followed by those in Latin America (51.6%). Commissioned by and conducted by market research firm VisionOne UK, the study surveyed about 15,000 travelers worldwide during the first quarter of 2012. Within Asia, China had the highest proportion of direct online bookings at 57.5% of respondents, followed closely by Singapore at 57.4% and India at 55.0%. Asian travelers were also the least sensitive to cost with only 29% of respondents in Asia citing cost savings as the key determinant infl uencing their online bookings. This compares to the global average of 34%, 30.3% in Latin America, and 39.3% in Europe. Spending and room booking results also reveal a disparity in confidence mirroring the ongoing economic uncertainty in the European and US markets relative to Asia’s strength. Travelers in Asia lead spending with 65.5 index points versus 62.9 points in Latin America, 53.3 points in Europe, and 49.3 points in the US. Singapore led the Asia Pacifi c region for overseas leisure travel with a propensity index score of 67.9 points versus Malaysia at 48.3 points, China at 62.8 points, and a global average of 61.4 points.

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