ABOUT THE REPORT
The Asia Pacific travel industry is in a process of dynamic change with industry players re-establishing their roles in the marketplace. The growth of low cost carriers (LCCs) in Asia Pacific is arguably the single most important factor currently shaping the airline industry in the region. The market penetration for LCCs s is relatively under developed, accounting for 5 percent of the Asia Pacific travel market in 2003. This is expected to reach new heights in 2005 with new routes reaching major regional cities within a radius of 5 hours from the point of origin.
Originating in the United States, and successful in Europe, the low-cost airline model has created new demands for travel in Asia, attracting new customers which would otherwise not travel at all, or use other modes of transport by land or sea.
Can the success of the model as so far seen in Malaysia and Australia be duplicated in other parts of Asia Pacific? Will the model be different in a market where point-to-point distances are generally longer? What impact will the rise of low cost airlines have on the market for hotel accommodation, land travel, travel agents, and full service airlines across Asia-Pacific? Will the distribution model be based on direct-connect or a hybrid GDS-linked model? In this report MarketShare examines the impact of the low-cost airline phenomenon on the travel industry in Hong Kong, Malaysia and Singapore.
RESEARCH HIGHLIGHTS
- Current budget travel landscape in the region
- Budget travel trends
- Consumer behavior, including 18 questions on booking habits and online adoption
- Factors affecting the budget traveler in Hong Kong, Malaysia and Singapore
- Preferred travel destinations
- Low cost carriers impact on the overall travel industry
- Strategic recommendations for the travel industry to capture and profit from the budget traveler consumer segment
BENEFITS OF INVESTING IN THIS REPORT
- Gain a through understanding of the low cost airline industry and the variables affecting this industry
- Gain valuable insights of on-the-ground consumer behavior and reactions towards the frequency, price, booking methods and
- travel destinations with the onset of budget travel
- Leverage on this report to plan for timely strategic marketing communication strategies for optimal market penetration
METHODOLOGY
Surveys were designed to study the impact of low cost carriers from a consumer perspective on the travel industry players. Questions were asked regarding the respondent s past and future booking choices to understand their behavior towards full service airlines, hotels, online bookings and traditional travel agents when traveling on low cost carriers.
Over 2,000 surveys were conducted from November 22, 2004 to December 10, 2004 across the following markets:
- Singapore
- Malaysia, Kuala Lumpur
- Hong Kong
Industry interviews with full service airlines (FSCs) and LCCs in the Asia Pacific region were conducted to understand the airline s take on the industry movements. Twenty minute interviews comprising 25 questions were conducted on the phone or through the email. Questions were designed to deliver insights on how the industry will play out in the next 5 years.
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