- Global research finds holidays are the most valued in terms of how respondents spend their time and money
- 39% of people in Asia Pacific say they enjoy exploring other cultures overseas
- People value experience over material goods
Research from YouGov on behalf of Priority Pass (TM), the world's leading and original airport experience programme, has found that the trend for experience over material goods is global. Surveying over 3,000 people in Australia, China and South Korea, and more than 10,000 globally, the data shows that respondents in APAC all overwhelmingly value shared experiences -- which manifests most clearly in the form of holidays.
Priority Pass Regional (APAC) Currency of Experience Barometer
Key regional currency of experience barometer
- Cultural holidays overseas
- Holidaying at home
- Going out for a meal
- Catching a film at the cinema
- Buying luxury items
- Solo travel abroad
- Overseas city breaks and weekends away
- Attending live events
- Wellness and Spa holidays abroad
- Watching live sport events
Travel tops the table
- When it comes to their favourite activities, most people in APAC enjoy long-stay holiday overseas, with 39% enjoy exploring other cultures abroad
- Additionally, 18% enjoy solo travel, 15% enjoy overseas wellness and spa holidays, and 11% enjoy overseas sporting trips
- In the average year, 51% of Australians enjoy taking cultural holiday overseas, higher than 38% of South Koreans and 26% of Chinese
- 44% of people like to holiday at home and enjoy domestic short breaks
- Only 18% enjoy buying luxury items
Research found that people like taking domestic short breaks, with nearly half of South Koreans and Australians particularly enjoying them at 47% and 49% respectively.
In fact, travel topped the table of their favourite activities with near a fifth (17%) of people in APAC saying they most enjoyed a cultural trip abroad. This was reflected in spending, with people splashing out an average of US$1,437 a year on getting away from it all. This was higher than any other activity and almost more than 50% on what they spent on luxury items, which rung up an average of US$942 annually.
