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ASIA PACIFIC — Synovate, a leading global market intelligence company, today released data from the Pan Asia Pacific Cross Media Survey Synovate PAX for Q3 2004 to Q2 2005 that showed a 25% increase in business travel amongst affluent Asians from the year before.
Synovate's Media Director for Asia Pacific, Steve Garton said that business and leisure travel incidence is continually tracked across the markets as part of the survey.
"It's getting harder to sit on a plane and enjoy an empty seat alongside. Across the affluent Asians that Synovate surveys, people taking one or more business trips increased by a quarter to almost 18% of respondents, and one or more leisure trips increased to almost 30%.
"Flying on business or first class, the domain of the elite consumer, increased one third to 3.8%. This is a target audience of great importance – not just to airlines and hotels, but also to marketers of luxury, electronics and other top tier items," he said.
The regional hubs of Hong Kong and Singapore enjoyed even greater increases in business travel incidence.
"Around 28% of Hong Kong and Singapore elites travelled one or more times on business in the 12 months to June 2005. The Hong Kong figure is up by 42% and Singapore is up 22%. It would seem there's a lot more business going on!
"But, when it comes to leisure travel, Hong Kongers seem more likely to relax than their Singapore counterparts – 60% have taken one or more leisure trips versus 50%," Mr Garton said.
Synovate PAX also showed that five plus nights spent in hotels for business rose by 19% across the region from mid 2004 to mid 2005.
What is Synovate PAX? The Synovate PAX survey tracks media, prosperity and influence in eleven markets across the Asia Pacific region – Singapore, Hong Kong, Korea, Malaysia, Thailand, Indonesia, Philippines, Taiwan, India, Australia and Japan.
Synovate speaks with affluent Asians every day of the year to get the answers to questions like:
What do Asia's business decision makers read and watch?
How have regional and world events impacted media consumption?
Which products have been embraced by innovators and early adopters?
This critical information helps media organisations, agencies and marketers to understand what Asia's most influential consumers are reading, watching, using and buying. It is information that is central to continued success in the ascending markets of Asia.
About Synovate Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 4,000 staff across 46 countries. More information on Synovate can be found at http://www.synovate.com/.
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