Appetite for travel up among Filipinos
Seven out of 10 Filipinos plan to travel abroad at least once in the next 12 months, according to GrabAds, the advertising arm of Grab.
In its latest SEA Travel Insights 2023 report, GrabAds said the travel bug had returned as 82 percent of the Filipino leisure travelers intended to make more than two trips.
A majority or 59 percent of the 2,000 respondents said they typically planned international trips that would take three hours or less at least one to three months in advance. This includes designing an itinerary, selecting hotels and applying for visas.
The study found that 54 percent of Filipino respondents set a travel budget and are also determined to stick to it.
At the forefront of their preferences within Southeast Asia is Thailand. Singapore follows closely behind in second spot, while Malaysia and Vietnam share third spot.
Japan and South Korea emerged as the top two destinations of choice outside of Southeast Asia, securing the first and second spots, respectively.
The United States clinched the third spot.
GrabAds said that brands should seize the opportunity to transition from short-term "revenge travel" campaigns and instead focus on developing strategies that cultivate long-term relationships with repeat customers.
"Millions of Southeast Asians use Grab every day, creating a wealth of hyperlocal insights that enable brands and advertisers to build deep and meaningful connections with their consumers," said Jennie Johnson, head of marketing at GrabAds.
"GrabAds data revealed a massive increase of 84 percent in international travel intent among SEA Grab users compared to just one year ago," she added.
"Last year, brands may have focused on short-term impulse campaigns based on pent-up lockdown FOMO (fear of missing out) — but they now need to shift toward developing long-term relationships with savvy Southeast Asian travelers as they dream, plan, book and experience travel."