NewsMakers
Asia Pacific millennial travelers want ‘new’, real and trustworthy
Millennials represent more than 45 percent of Asia Pacific’s population, and with 60 percent of the world’s millennials expected to live in Asia by 2020, it’s a group that no one can afford to ignore. What does it take to win their hearts, minds and wallets? Amadeus today shines a light on what 18 – 35 year olds in APAC want when it comes to travel.
Millennials represent more than 45 percent of Asia Pacific’s population, and with 60 percent of the world’s millennials expected to live in Asia by 2020, it’s a group that no one can afford to ignore. What does it take to win their hearts, minds and wallets? Amadeus today shines a light on what 18 – 35 year olds in APAC want when it comes to travel.
Journey of Me Insights: What Asia Pacific Millennial Travelers Want is the latest in a series of Journey of Me reports that Amadeus first launched in August 2017. Conducted in collaboration with YouGov across 14 markets in Asia Pacific, the research surveyed 6870 respondents, 45% of whom were millennials at the time the data was collected.
Embracing the new
More so than the generations that have come before them, millennials are embracing new technology, experiences, and ways of traveling. 42% of millennials say they often use ride-sharing apps when they travel, and 35% frequently use sharing economy services for trip accommodation. Millennials in India in particular have embraced the sharing economy more so than their counterparts across the region, with 75% using ride-sharing apps and 55% using home-sharing apps often or very often. On the other hand, millennial travelers in Japan are the least likely to use these services, with over 90% saying they never or seldom use these apps.
Targeting millennials’ desire for new experiences is a golden opportunity for travel providers. In fact, the research found that after recommendations that help them save money (37%), millennials are most interested in recommendations that expose them to new experiences (27%). They are also open to travel providers sending them these recommendations or updates through alternative platforms. In the Philippines, most millennials (47%) prefer to receive these recommendations or updates through email, followed by social media platforms (24%). However, in countries like Thailand and Indonesia, social media comes up as the top choice for millennials, chosen by 50% and 34% of them respectively.
Karun Budhraja, Vice President, Corporate Marketing & Communications, Asia Pacific, Amadeus said, “The Millennial generation is indeed an extremely interesting generation. They grew up with the Internet and technology is second skin to them. They have an openness to new experiences and a willingness to rattle the status quo. They want different experiences in travel, so the industry must serve them differently. Travel providers will need to adopt new technology, new strategies, and above all, new mindsets if they want to secure millennial mind and market share. By understanding what drives Asia Pacific millennials and what they value when they travel, businesses will be better placed to meet their needs.”
People over brands
How influential are influencers? Not very, it seems. When asked who has the most influence over their travel planning, and where they receive the most relevant travel recommendations from, millennials choose family and friends, as well as traveler reviews. Somewhat surprisingly, millennials ranked celebrities and social media influencers right at the bottom, even lower than brochures.
“While millennials may still look to influencers to curate trends, ideas and inspiration, I believe they are also becoming more sophisticated in how they evaluate them. With so many influencers becoming brands unto themselves, some of the authenticity that made them so appealing in the first place starts to get lost. ‘Real’ is more important than ‘perfect’, and that is an important lesson for the industry to understand,” added Budhraja.
Cautious or adventurous?
Millennials have long garnered a reputation for being bold and adventurous. The research finds this true in some areas, but less so in others. Compared to older generations, millennials are less likely to avoid visiting a destination that has had a recent terror attack, political or social uprising, or the likelihood of a natural disaster like an earthquake. While 59% of baby boomers would avoid a destination where natural disasters are likely, only 51% of millennials say the same.
However, the research also finds that millennials are less open than older travelers to sharing their personal information with travel providers, in return for more relevant offers or personalized services. 68% of baby boomers and 66% of Generation X travelers say they are open to sharing their information, while only 62% of all APAC millennials say likewise. The research further finds that 61% of Filipinos millennials are open to sharing their information with travel service providers, higher than Japanese (33%) and New Zealand millennials (45%), who were the least open. This caution may be due to millennials being tech-savvy digital natives, and therefore more likely to be aware of security and privacy issues.
“While this research has highlighted a number of unique behaviors and preferences of APAC millennial travelers, it is also worth pointing out that there are just as many similarities between millennials and travelers from other generations. Personalization is increasingly important, being real is key, and travelers want to be connected with the right content, through the right channel, and at the right time. What is certain is that the travel industry can only thrive if we put the traveler at the center of everything we do,” said Budhraja.
NewsMakers
The look and feel of your neighborhood may affect your sleep
Those living in neighborhoods rated as having a stronger sense of safety tended to sleep longer, and that this rating appeared to be shaped by the streetscape.
Your neighborhood’s “streetscape”—the physical environment of your street—is something that you have probably never consciously thought about, despite seeing it every day. But what if the streetscape was affecting you on a subconscious level and disrupting your sleep?
This intriguing question is posed by the findings of a study led by Professor Daisuke Matsushita of the Graduate School of Human Life and Ecology at Osaka Metropolitan University. The research team used AI to analyze more than 200,000 Google Street View images to identify visual neighborhood characteristics. They then linked these characteristics to the self-reported sleep of 1,089 working adults living on the lower floors of apartments in Tokyo, who were most likely to be affected by the streetscape.
They found that those living in neighborhoods rated as having a stronger sense of safety tended to sleep longer, and that this rating appeared to be shaped by the streetscape. Generally, people slept longer in areas with lots of greenery, such as leafy trees, on the street. Similarly, high “enclosure”—meaning many tall vertical buildings and few wide-open spaces—was also associated with longer sleep and fewer insomnia symptoms.
However, the study also made a surprising finding. The researchers found that highly walkable streetscapes, such as those with more sidewalks and traffic signs, were associated with a lowered sense of safety and shortened sleep duration.
This suggests that walkability does not always represent a reassuring environment. Instead, a possible explanation is that streets with extensive pedestrian infrastructure are often busier, more crowded, and used by more strangers, which may be perceived as less safe or less relaxing than quieter residential streets.
“This study demonstrates the potential for evaluating streetscape characteristics across large geographic areas in a cost-effective manner,” Dr. Matsushita said. “Based on the technique used in this study, cities could potentially measure perceived safety, beauty, liveliness, and enclosure as well as pollution and noise.”
“We hope that opening up this new perspective creates further possibilities for designing healthier neighborhoods,” he concludes.
The findings were published in Building and Environment.
NewsMakers
Workout or nap? Either can help your sleepless brain, study finds
People who either completed 20 minutes of moderate-to-vigorous exercise or took a 90-minute nap performed about 22 per cent better on memory tests after 30 hours without sleep than those who did neither.
A short workout or a nap can help protect memory after a sleepless night, a McGill University-led study has found.
Researchers found people who either completed 20 minutes of moderate-to-vigorous exercise or took a 90-minute nap performed about 22 per cent better on memory tests after 30 hours without sleep than those who did neither. The findings, published in Proceedings of the National Academy of Sciences (PNAS), point to practical ways to counter the effects of sleep deprivation.
“Sleep loss affects nearly every aspect of how we think and function, but many people can’t simply stop what they’re doing and get more sleep,” said senior author Marc Roig, Professor in McGill’s School of Physical and Occupational Therapy. “Our findings show that even a brief bout of exercise may help preserve one of our most important cognitive abilities.”
The study involved 54 healthy young adults who stayed awake for 30 consecutive hours under lab supervision. Participants were then assigned to one of three groups: a 20-minute cycling session, a 90-minute nap or a control condition. Three days later, researchers tested their memory for images they had viewed immediately after the intervention. Those who exercised or napped remembered significantly more images than participants who did neither.
Same result, different pathways
While the memory benefits were nearly identical, brain recordings revealed that exercise and napping helped in different ways.
Napping appeared to help the brain recharge, making it easier to take in and remember new information. Exercise, by contrast, helped the brain use its remaining resources more efficiently, without making participants feel more tired.
The findings could eventually inform fatigue-management strategies in workplaces where sleep loss is common and mistakes can have serious consequences, such as health care, transportation and emergency response.
“A nap isn’t always possible in the middle of a shift,” said first author Madhura Lotlikar, a doctoral candidate in McGill’s Department of Neurology and Neurosurgery. “Exercise is accessible, inexpensive and easy to implement. That makes it a promising tool to help people stay cognitively sharp when sleep is limited.”
The researchers emphasize that exercise cannot replace sleep, but it may help people function better when getting enough rest isn’t possible.
About the study
“Protecting episodic memory after sleep loss: Similar benefits of exercise and naps via distinct neural contributions” by Madhura Lotlikar and Marc Roig et al., was published in Proceedings of the National Academy of Sciences of the United States of America.
NewsMakers
Study links coffee consumption to metabolic health and sex hormones
Despite having a similar body mass index (BMI), individuals with higher coffee consumption had lower total and visceral fat and greater skeletal muscle mass than those who consumed less coffee.
Coffee is one of the world’s most widely consumed beverages, and previous research has linked its consumption to a lower risk of conditions such as type 2 diabetes and cardiovascular disease. However, the biological mechanisms behind these benefits remain unclear. A new Finnish study links habitual coffee consumption to healthier body composition and metabolic markers, while revealing distinct associations with sex hormones in men and women.
The study, conducted at the University of Oulu, analysed data from 2,264 participants aged 46 in the Northern Finland Birth Cohort 1966. Researchers examined how habitual coffee consumption was associated with circulating metabolites, cardiometabolic risk markers and sex hormones.
Despite having a similar body mass index (BMI), individuals with higher coffee consumption had lower total and visceral fat and greater skeletal muscle mass than those who consumed less coffee.
In both men and women, higher coffee consumption was correlated with lower circulating levels of branched-chain amino acids, biomarkers that have previously been linked to insulin resistance and an increased risk of type 2 diabetes when chronically elevated.
The strongest sex-specific associations were observed in men. Higher coffee consumption was linked to a more favourable glucose–insulin profile, higher concentrations of total and bioavailable testosterone, and increased levels of sex hormone-binding globulin (SHBG). At the same time, free testosterone and the free androgen index were modestly lower. In women, hormonal associations were more limited and were primarily characterised by higher SHBG and lower measures of free androgens.
“Coffee is consumed by millions of people every day, yet we still know surprisingly little about how it relates to our metabolism and hormones. What stood out in our findings was a distinct hormonal signature that didn’t disappear even after we took into account BMI and lifestyle factors, with several of these associations differing between men and women,” says Luca Verroest, lead author of the study and Doctoral Researcher at the University of Oulu.
The results suggest that hormonal pathways may partly explain the relationship between coffee consumption and metabolic health. However, as this was an observational study, the findings demonstrate associations rather than cause-and-effect relationships.
The study is particularly relevant in Finland, one of the world’s highest coffee-consuming countries, where annual consumption averages around 11.8 kilograms per person.
The researchers say the findings provide a foundation for future studies aimed at determining whether coffee itself drives these biological changes and identifying the compounds responsible. These questions are currently being investigated in animal models, with the long-term goal of progressing to human intervention studies. Further research will be needed before the findings could inform dietary recommendations.
The study, Associations of habitual coffee intake with testosterone and cardiometabolic markers: the Northern Finland Birth Cohort 1966 study, has been published in the European Journal of Nutrition.
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