The Travel Happiness Index examined the travel planning and travel behaviors of travelers across APAC markets. The index was based on the views of more than 10,000 travelers across 10 Asia-Pacific markets. According to the index, APAC travelers find greater satisfaction in simple and meaningful moments during their journeys rather than in packed itineraries or once-in-a-lifetime activities.
Thirty-five percent of travelers prefer enjoying natural scenery, while 28% prefer spending quality time with friends through travel and 26% prefer enjoying food. Food in particular is seen as a prominent source of happiness in Japan, Singapore, South Korea, Thailand and Vietnam.
Travel-Related Emotions Vary by Market
Ninety-eight percent of APAC travelers associate travel with positive emotions, while 60% say they enjoy the planning stage.
The index also examined the pressures associated with travel planning. Twenty-nine percent of travelers said travel leaves them feeling tired and exhausted, while 20% said they feel pressure to make the most of their time. According to the index, these emotions vary across markets.
South Korea recorded the highest level of negative emotions associated with travel, at 79%. It was followed by India at 71% and Japan at 64%. China recorded the highest level of positive emotions associated with travel, at 59%.
