Covid-19 accelerates consumer preferences towards OTAs in APAC: Google

While the pandemic has brought about a complete shift in travel behaviour and demands, it has also increased complexities for service providers and accelerated consumer preferences towards OTAs in Asia Pacific region, said Hermione Joye, Sector Lead, Travel and Vertical Search APAC, Google, in her opening remarks at ITB Asia 2020 virtual edition. "Despite the pandemic, there is still demand for travel in APAC. There is a pent up demand in APAC for travel, and we see one in two consumers eager to travel." Throwing light on ‘Identifying Trends to Prepare for the Road Ahead’ Joye suggested effective communication with clarity, establishing and improving digital presence and monitoring and being with latest trends as key requirements for businesses. Leisure travellers now account for majority of travel demand, and there is a three times increase in search for staycations among Asia Pacific markets since January 2020, shared Joye. “The number one motivation for travel is family getaways. It is time to rethink messaging and focus on targeted traveller and promote service offerings that would make your brand top of mind. Priorities have changed and safety and flexibility are now prioritised over brand and loyalty. 5 out of 7 APAC markets have more consumers valuing flexible policies over travel brand reputation.” She said that in travellers from India, China, Japan and Indonesia still prefer hotels, while vacation rentals have gained popularity in Australia and New Zealand.