Following our post looking at Millennial travel habits in France, Adara has revealed Millennial travel habits in Singapore, uncovering the fact that they are dedicated travelers with three in four (79%) prioritizing travel above any other expense, whilst also being savvy bargain hunters with a penchant for luxuries. Millennials in Singapore are more likely to book through intermediaries and less likely to be in loyalty programs as they currently exist.
Adara’s research shows that 82% of Singaporean Millennials prioritize price over airline when choosing a flight (vs. 71% of those over 35+). Millennials tend to plan ahead compared to older travelers – they start searching for flights 13 days in advance of booking the flight compared to nine days to ensure that they get the best experience at the fairest price. Hotel searches are no different, with a longer window of eight days prior to booking compared to six days for older travelers.
The data also reveals that Singaporean Millennials fly more and opt to travel front of cabin (25% of flights), highlighting that they have disposable funds to spend on favored luxuries. This is higher than those surveyed in Hong Kong (23%) but lower than those in Australia (39%).
In addition, Adara found that:
- 43% of Singaporean Millennials are willing to pay for upgrades, compared to 40% of 35+ year-olds, and are more likely to purchase in-flight amenities.
- 42% (highest globally) of Singaporean Millennials have stayed in a house or apartment rental (e.g., Airbnb) in the past year compared to only 33% of those 35+.
- 90% have stayed in hotels, a number comparable to those 35+ (87%).
Adara’s study looked to understand the travel habits of Singaporean Millennials using focus groups and research to compare attitudes and behaviors among 18 to 34 year-olds and 35+ year-olds. Adara also leveraged first-party insight into millions of everyday travel transactions across Europe, Asia Pacific and America.
Contact your Adara sales rep for access to the full study.