Beyond the ‘crazy rich’: Expedia Group reveals mass-affluent Asian travelers trends set to boost global travel industry

• Four in five (81%) mass-affluent Asian travelers report that travel is still a priority despite inflation.
• On average, mass-affluent Asian travelers plan to visit four destinations over ten days for their next international trip, with Japan, the United States, Canada, France, South Korea, Australia, and Germany leading the list.
• They plan to dedicate nearly a quarter of their income to travel in the next 12 months.
• Nearly half seek airline and room upgrades, with two in five opting for first class or business class seating.

Expedia Group unveiled its study highlighting the preferences of the growing Asian middle class, expected to reach 3.5 billion people and make up two-thirds of the world’s middle class by 2030[1]. The study provides travel industry professionals with the context to better serve the increasing number of mass-affluent[2] (meaning middle-upper income) travelers from Asia and tailor offerings to their preferences. Conducted in partnership with Atomik Research, the study surveyed 4,000 respondents across Asia (China, India, Indonesia, Singapore, and Vietnam).

We’ve witnessed firsthand the remarkable growth of the Asian travel market and are committed to providing unparalleled insights and solutions to our partners,” stated Greg Schulze, Chief Commercial Officer of Expedia Group. “By leveraging our industry-leading technology, extensive global network, and deep understanding of traveler behavior, we’re able to deliver personalized experiences that resonate with Asian consumers. Our innovative platform empowers partners to reach travelers at every stage of their journey, from inspiration to booking and beyond"

Asian travelers expected to prioritize travel spending in 2025 despite inflation pressures.

Through deals, discounts, and packages or — for many —a tendency to prioritize travel over other forms of discretionary spending, mass-affluent Asian consumers are finding ways to alleviate the impacts of inflation and keep room in their budget for travel. These travelers plan to spend an average of 23% of their income on travel in the next 12 months, and four in five (81%) report travel is a priority despite inflation. Moreover, near two in five (39%) said they would prioritize travel over buying a new car or over upgrading electronics, and close to one in three (32%) on dining out.[3]

Asian travelers expected to invest in long-haul trips, with multiple destination stops.

While many mass-affluent Asian travelers plan to visit other countries in the Eastern and Southeastern Asian regions, a significant number are drawn to international destinations farther afield. Overall countries such as Japan, the United States, Canada, France, South Korea, Australia, and Germany top their lists.

On average, these travelers plan four destinations over ten days for the next international trip. Interestingly, travel length and total destinations vary significantly across regions. Indian travelers plan for longer trips, averaging 14 days compared to Vietnam’s with the lowest length at 8 days. Indian travelers often plan for five or more destinations on their next international trip, while Singaporean, Chinese, Vietnamese and Indonesian travelers often report planning for four or fewer. 

When it comes to travel planning, more than one in three respondents relied on travel agents, the majority (72%) said they use platforms like Expedia when booking. They commonly cite using a travel app for booking hotels (73%), booking flights (70%) and finding activities or excursions (52%). This reliance on digital tools is further emphasized by the fact that 83%[4] of people in Asia-Pacific have a travel brand’s app installed on their device, and 36% use the app regularly.

Asian travelers seek luxury travel experiences.

The survey found that mass-affluent Asian travelers prioritize premium amenities and high-end accommodations, making these key factors for partners across the industry. To meet this demand, Expedia Group offers a wide range of tools and resources to help partners attract and convert these discerning travelers. 

In terms of premium travel experiences on their next international trip, the vast majority (93%) of travelers plan to pursue at least one or more of the following:

• 44% seek airline upgrades (lounge access, meal and drink, etc.)
• 42% pursue room & accommodation upgrades (cabanas, honeymoon suites, etc.)
• 52% book a 4- or 5- star hotel
• 39% book private tours or excursions
• 38% book a seat in first class or business class

Despite regional variations, flight upgrades, premium accommodations, and exclusive experiences are top of mind. Chinese, Singaporean, and Vietnamese travelers strongly prefer gourmet dining, while Indian travelers favor first-class or business-class seats and Indonesian travelers desired private tours. Across the board, airline and accommodation upgrades emerge as the two most popular choices. All-inclusive packages are one of the most likely buys among travelers in India (61%), Indonesia (61%) and Vietnam (58%).

The mass-affluent consumer market in Asia is rapidly emerging as one of the most crucial population segments to reach and serve" stated Peter O’Connor, Co-Director of the Centre for Enterprise Dynamics in Global Economies (C-EDGE) at the University of South Australia. "With their inclination towards long-haul trips and a preference for luxury amenities, they are poised to significantly impact the travel economy, as indicated by this research. Expedia Group’s latest insights highlight the growing demand for personalized and premium travel experiences among Asian middle-class travelers.”

Travel suppliers have a unique opportunity to anticipate their specific concerns and needs.

Nearly half (49%) of respondents feel some level of concern about understanding standard practices regarding local transportation, dining customs (43%), proper greetings (41%), and declaring baggage at customs (40%). More than one in three (34%) report the willingness to increase their spending to stay at a hotel with staff who speak their language. With these insights, partners can differentiate offerings with resources and services for first-time visitors.

While 75% reported seeking deals, discounts, or packages for their next trip because of inflation, they still value luxury. Higher-spend priorities were luxurious room amenities (53%), experiential excursions (52%), cultural immersion (40%), and a hotel with a Michelin chef (31%). Partners should look to promote their inflation-busting deals while touting luxury amenities.

Loyalty programs remain a significant draw for travelers. A vast majority (86%) of respondents report belonging to one, with airline, hotel, and credit card loyalty programs equally popular. This presents a unique opportunity for tourism boards to promote their destinations to these loyal consumers, especially during the early planning stages, when 30% said they had no specific destination in mind, or only the country but not the city.

To learn more about our study, click here.

About Expedia Group

Expedia Group, Inc. brands power travel for everyone, everywhere through our global platform. Driven by the core belief that travel is a force for good, we help people experience the world in new ways and build lasting connections. We provide industry-leading technology solutions to fuel partner growth and success, while facilitating memorable experiences for travelers. Expedia Group’s three flagship consumer brands includes: Expedia®, Hotels.com®, and Vrbo®.

For more information, visit www.expediagroup.com. Follow us on X @expediagroup and check out our LinkedIn www.linkedin.com/company/expedia.

© 2024 Expedia, Inc., an Expedia Group company. All rights reserved. Trademarks and logos are the property of their respective owners. CST: 2029030-50

Methodology: 

Expedia Group commissioned Atomik Research to conduct a survey of 4,000 mass affluent adult consumers throughout China (n=800), India (n=800), Indonesia (n=800), Vietnam (n=800), and Singapore (n=800). The margin of error for the overall sample is +/- 1.6 percentage points with a confidence level of 95 percent. The margin of error for country-specific data points within each of the five markets is +/- 3.5 percentage points with a confidence level of 95 percent. Fieldwork took place between August 30 and September 10, 2024. The sample consists of adults who are traveling or are considering traveling within the next 12 months and who have an income of at least +/- 10% of the mean income of their home country. All participants could access English, Indonesian, Vietnamese, and simplified Chinese translations of the online questionnaire. Atomik Research, a part of the 4media group, is an independent market research agency.

[1] World Economic Forum, 2020
[2] Mass-affluent Asian consumers are young and savvy, two-thirds are under 40 years of age, and more than three-quarters graduated out of the middle class within the past ten years and earned their wealth as salaried professionals or business owners. (Boston Consulting Group, 2018)
[3] Expedia Group, Mass-Affluent Asian Travelers Trends Study, 2024.
[4] Aerial views: Keeping grounded travelers engaged through apps (Google Think Tank, 2021)