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OBJECTIVE
To analyse social media conversations to know –
• What are the top conversation drivers when social media users talk about travelling to Southeast Asia?
• Where are visitors to Southeast Asia most likely to come from?
• Which are the most preferred destinations in Southeast Asia?
• What drives consumers to Southeast Asia? Which tourism activities are most attractive?
• Who / what type of people impact travel decisions related to Southeast Asia?
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here 2
METHODOLOGY
We used the Social Media Intelligence and Management Solutions from webfluenz to get detailed in-depth analysis of conversations about travelling to Southeast Asia, from across global social media sources.
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WHY TOURISM? – AN INDUSTRY OVERVIEW• Tourism contributed to 9% of global GDP and
accounted for 255 million jobs in 2011
• By 2022 tourism is expected to grow to 10% of global GDP and account for 328 million jobs, or one in every ten jobs on the planet
TOURISM IN SOUTHEAST ASIA
• In 2011, Southeast Asia experienced the highest growth in international arrivals
• It’s contribution to the regional GDP, at 10.9%, was much higher than the world average, 9%.
• 74% of the spend on tourism came from leisure travel
Social Media Boom
Recent studies reveal that –
1. What matters most when planning a trip is not where you’re going, but who you know that has already travelled to that destination
2. 85% of travellers use social media while on vacation
3. 70% upload photos to Facebook while travelling
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here 3
• Almost half the entire spend was from the Southeast Asian region
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TOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
4
• Tourism activities of celebrities & influential personalities
• Sharing photos – mostly on Instagram and Flickr
• Excitement around travelling
• Engaging in activities (backpacking, sightseeing, etc)
• Reasons for travel to the region: beaches and food
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
Photo sharing
WHAT ARE PEOPLE TALKING ABOUT?TOP CONSUMER CONVERSATION TOPICS
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WHERE ARE VISITORS TO SOUTHEAST ASIA MOST LIKELY TO COME FROM?BREAKUP OF GEOGRAPHIC SOURCES OF CONSUMER CONVERSATIONS
5
• 40% of the conversations came from Southeast Asian countries
• Most other big drivers of chatter (apart from UK and US) were neighbouring Asia Pacific countries
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
TOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
Implication: Consumers from the Southeast Asian region and neighbouring countries are principal target bases for this region
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TOP PREFERRED DESTINATIONS IN SOUTHEAST ASIA
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MOST PEOPLE ON SOCIAL MEDIA SAID THEY PREFER GOING TO INDONESIA
1. INDONESIA
Beaches of BALI Celebrity tours & concerts in JAKARTA
Weekend getaways, events & backpacking in BANDUNG
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
TOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
2. SINGAPORE
3. THAILAND
5. MALAYSIA
Top Places & Activities-
Note: To read further about these countries, download the full whitepaper here
4. PHILIPPINES
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WHAT DRIVES PEOPLE TO SOUTHEAST ASIA? WHICH ACTIVITIES ARE MOST ATTRACTIVE?
TOP REASONS FOR TRAVEL Backpacking, Beaches, Food and Shopping
BACKPACKING
• Strongest association with Thailand, Indonesia Philippines, Vietnam and Cambodia
• Most consumers shared experiences and advice
• Others talked about how backpacking in Southeast Asia was on their wish list
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Based on the reasons for and activities driving travel, consumers were segmented into –
• Destination travellers• Experiential travellers• Event / reward based travellers
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
TOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
Note: To read about the various other reasons for travel, download the full whitepaper here
Keithusc’s Flickr photostream
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WHO IMPACTS CONSUMER TRAVEL DECISIONS?SEGMENTATION OF TOP INFLUENTIAL PEOPLE
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Occupational Travellers
These people travel for a living and they are highly influential on the social web
Regular Travellers
The advice of people who travel frequently is taken seriously
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
TOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
Well-known personalities and their fans
Events, tours or personal holidays by famous personalities prompt them and their fans to talk
Influencers from unrelated industries
Travel opinions by influencers in other fields circulate among a group that may not otherwise be travel enthusiastsShe has >900 followers on Twitter, loves
Harry Potter, Bleach, This Century She has >100,000 followers on Twitter, is a part time fitness trainer, model, artist, CEO, economist and gamer
A family that travels around the world to discover themselves and the world
Has >9,000 followers on Twitter, is a photographer, who travels around the world for work
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• What are the top conversation drivers when social media users talk about travelling to Southeast Asia?
Tourism activities of celebrities, sharing pictures on the social
web, engaging in activities.
• Where are visitors to Southeast Asia most likely to come from?
Southeast Asian’s and people from neighbouring Asia Pacific countries
• Most preferred destinations in Southeast Asia?
Indonesia, Singapore, Thailand,
Philippines, Myanmar, Malaysia
• What tourism activities are most attractive?
Backpacking, Beaches, Food and Shopping
• Who are most likely to impact consumer travel decisions?
Professional travellers, regular travellers, well known personalities & their fans, influencers from unrelated industries
HIGHLIGHTS
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here 9
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