Havas Singapore has released its latest Prosumer Report, Travel & Tourism: Can We Still Roam a World on the Verge of Collapse?, which examines the evolving landscape of travel and tourism in the wake of the pandemic and ongoing climate concerns.
With insights from our global Prosumer study that surveyed over 14,000 people in 32 markets, including 263 respondents in Singapore, the report provides a closer look on the evolving travel preferences of Singaporeans, highlighting a stronger focus on sustainability, authenticity, and meaningful experiences.
Key takeaways from the findings for Singapore include:
1. Wanderlust Trumps Ecological Concerns: 85% of Singaporean Prosumers considering travel essential for their mental well-being and relaxation, despite rising ecological concerns.
2. Sacrificing Comforts For Travel: 65% of Singaporean Prosumers are prepared to give up other life comforts to satisfy their travel ambitions, underscoring the emotional value of travel experiences.
3. Travel IRL To Boost URL Life: 88% of Singaporean Prosumers enjoy sharing their travel stories on social media, yet express concerns that this very sharing contributes to overcrowding, amongst other issues plaguing popular destinations.
4. Awareness vs. Action Gap: Despite 43% of Singaporean Prosumers expressing guilt about the environmental impact of their travels, many struggle to reconcile their travel habits with their environmental values.
5. Shaping Sustainable Exploration Through Influencers: With 70% of Singaporean Prosumers enjoying brand-partnered influencer content, brands have a significant opportunity to promote sustainable practices and connect travellers with new destinations and experiences.
6. Embracing Local Culture Is Key: For 74% of Singaporean Prosumers, immersing themselves in local cultures is a priority, with 92% urging brands to support local communities.
Utilising these insights for impactful campaigns
As sustainability and authenticity become central to travel, Havas Media’s Converged ID platform empowers brands to leverage these insights. By seamlessly integrating first-party data with global datasets, Converged enables the activation of custom travel audiences, delivering tailored content across all touchpoints. This helps brands drive meaningful engagement while measuring campaign performance end to end.
“The travel sector is at a critical juncture as it navigates the challenges posed by climate change and shifting consumer priorities,” says Vineet Kumar, Director of Research and Insights at Havas Singapore.
Kumar adds: “The findings highlight the profound relationship consumers have with travel and the potential for brands to drive positive change. As we move forward, brands that prioritise sustainability and genuine engagement will thrive.”
The Travel & Tourism: Can We Still Roam a World on the Verge of Collapse? report is available for download here.
