It’s all over the news: tourism in many markets have bounced back to pre-Covid levels. In Singapore alone, Changi Airport recorded 5.35 million arrivals, departures and transits in February this year, an increase of 4% from the same period in 2019.
Nevertheless, COVID-19 has changed the way we’ve perceived much of our lives, including how we travel. To make sense of what’s to come in travel and tourism, we had a deeply enlightening conversation with Skyscanner’s Travel Trends and Destination Expert Cyndi Hui, holder of one of the coolest job titles in any industry.
AM: What has your journey in Skyscanner been like?
It was really a challenging but fruitful journey! I took on my role at Skyscanner in 2020, the onset of the Covid-19 pandemic, a time marked by unprecedented global restrictions on travel. Despite the challenges faced by the entire travel industry, I found it really inspiring to witness how the industry came together to support each other through these tough times. At Skyscanner, we really prioritised helping our community of partners through introducing innovative tools designed to aid travellers in navigating the complex web of ever-changing regulations and entry restrictions imposed by different countries across the world.
Looking back at the past 18 months, it’s been the most rewarding journey. As border restrictions slowly eased, I saw the fast recovery of travel, underscoring our innate desire to connect with others and explore the world. The pandemic has given us the opportunity to see things from new perspectives, potentially inspiring Singaporeans to take on a renewed interest for exploring more parts of the world, even off-the-beaten-path destinations. This inspires me, knowing that I have the opportunity to help millions of travellers satisfy their wanderlust.
What are you like as a traveller? What kind of travel experiences do you pursue?
My favourite kind of holiday is one where I can fully relax and recharge – I’m sure many Singaporeans can relate to this as we go about our busy lives! I like to dip my toes into a variety of experiences, including culinary explorations, wellness retreats, immersing myself in nature, wildlife, sightseeing, and of course, a bit of shopping! I would say that I’m an open-minded traveller who’s willing to try most things that come my way.
Favourite destination or best travel memory ever?
One of my most unforgettable moments is the safari adventure I embarked on in Africa. It was truly magical and awe-inspiring to see a multitude of majestic animals thriving in their natural habitat. I also loved snorkelling in Zanzibar where I saw a large school of dolphins – at least 20! – swimming together.
Is there any destination that you would recommend as a must-visit?
Turkey, because it offers a rich tapestry of experiences, suitable for every budget. With influences from Europe, Middle East and Asia, it really is a cultural melting pot. When I visited Turkey, one of my highlights was taking a hot air balloon ride with my parents in Cappadocia, overlooking a breathtaking view.
What’s the data showing us in terms of how people fly, and the kind of destinations they choose?
Singapore travellers are becoming increasingly inspired (95% are keen to try somewhere new in 2024), spontaneous (31% are booking trips less than a week before departure) and are also redefining value via cultural experiences. Our Travel Trends 2024 (TT24) survey identified four key travel vibes that defined Singapore travellers’ travel behaviour.
First, Singapore travellers are greatly inspired by movies and films. More than 80% of Singapore travellers polled were set-jetters who would choose destinations based on a movie or TV show, which shows how travellers wanted to embody their “Main Character Energy”, emulating their favourite characters. This may also be the result of the massive influence that Netflix has on us – claiming the top spot in the destination list that Singaporeans are inspired to visit was Jeju, South Korea, as depicted in the TV series, Our Blues. This is followed by Christchurch, New Zealand, where Lord of the Rings was filmed, and Paris, France, as seen in Emily in Paris!
Aside from this, gig-tripping is also a huge trend among Singapore travellers. Based on our TT24 survey, 60% would fly to catch their favourite artists perform live in another country, and 28% of travellers plan to attend a gig or music concert abroad in 2024. We’ve seen the influence that the Taylor Swift concert has had on fans in Singapore, and we see this trend persisting in 2024 where more travellers would be flying abroad for music festivals, such as Coachella and Tomorrowland.
Next, when it comes to cultural experiences, food is a top priority for Singaporean travellers – eating and trying authentic local cuisines is the most popular activity for 54% of us. In 2023, 30% of Singapore travellers booked a destination purely to visit a specific restaurant! And a further 50% say it’s something they’d like to do. We also looked at which destination is the top foodie-destination for Singaporeans, and the result was none other than Osaka. It topped the list for foodies on a budget in 2024 and is also the top trending destination (overall) amongst Singapore travellers. No surprise that it’s nicknamed “the kitchen of Japan”!
This last trend speaks to all of us busy folks! We call it “Destination zzz”. We found that sleeping ranks very high on Singapore travellers’ main activities for their next holiday (23%), above water sports (22%), wildlife spotting (19%) and snow sports (18%). 39% of Singapore travellers say that they enjoy better sleep on a holiday, likely due to the therapeutic escape that a vacation offers. With our varied and busy lives, it’s not hard to see why Singapore travellers value the relaxation and rejuvenation that travel brings.
How about hotels – what kind of accommodation are people leaning towards now?
As travellers increasingly prioritise authentic, local experiences, the type of accommodations they are leaning towards reflect this. This includes homestays, private rentals and boutique hotels that can offer unique experiences, locally inspired decor and personalised services that create a memorable stay.
While Singapore travellers are seeking off-the-beaten-path destinations, many may also opt for “in the middle of nowhere” accommodations with breath-taking views and serene scenery, reflecting their desire for mental breaks from their bustling lives and prioritisation of wellness. In one of our latest surveys, the Zodiac and Travel survey, we found that the type of holiday that millennials and Gen Zs prefer most are relaxing retreats (28%), and 64% are likely to seek out wellness-focused activities when they travel. Of these, 49% look for wellness-focused accommodations such as beach resorts.
Climate change and global warming has also changed what we look out for when we travel and choose our stays. Travellers are increasingly conscious of their environmental impact and are seeking accommodations that prioritise sustainability and eco-friendliness. Eco-resorts, green hotels, and lodges with eco-certifications are appealing to environmentally conscious travellers looking to minimize their carbon footprint while travelling. Many hotels thus offer sustainable amenities with eco-responsible linen and toiletries and provide organic or cruelty-free beauty products to cater to travellers’ needs, while also ensuring energy efficiency and reduced waste consumption.
Moreover, the concept of work has changed since the pandemic – as travellers are increasingly mixing business and leisure when they travel, hotels are also making room for “bleisure”. In our Zodiac and Travel survey, 27% of millennials and Gen Zs have taken remote-working trips or extending work trips for a longer holiday, with another 44% who say that they are considering it.
This translates to their need for accommodations that provide flexible working spaces, meeting rooms/pods that make their travels comfortable yet conducive.
How have travel trends evolved since the end of the COVID pandemic?
Post-pandemic, travel interest and demand has increased by leaps and bounds. In our Travel Trends 2024 survey conducted late last year, people are definitely prioritising travel. More than 2 in 5 travellers intend to travel more in 2024 – and are budgeting to spend more on travel in 2024.
January is the peak booking time for many travellers, and across Skyscanner platforms, we are seeing some record-breaking numbers as we start the year. Our travel search volume during the period of 26 December 2023 to 2 January 2024 showed that demand rose by 13%, as compared to the same period each year. In fact, searches in Jan 2024 are 4% higher in volume than prepandemic in 2020! With the Lunar New Year being a peak period for travel, it’s clear that travellers are searching for inspiration and booking ahead for a mix of both leisure and Visit Friends and Family (VFR) travel. Airlines and destinations will need to compete for this demand, and we are already seeing seat sales being put into the market to this effect.
One trend we are seeing is the shift from “revenge travel” to “passion travel”. Travel needs to align with our interests and passion points (e.g. Travelling to see Taylor Swift live). Aside from immersive experiences allowing travellers to connect with locals, celebratory vacations, centered around milestones and significant life events are gaining traction. Many Singaporeans choose a “destination proposal” or “destination wedding” as a memorable way to celebrate their marriage, and over two thirds (64%) of Singapore travellers have taken a group trip to celebrate a birthday or anniversary. We are seeing a further evolution of “passion travel” to “pursuits travel”, where travellers have a checklist – or even a bucket list in mind. This may be the effect of post-pandemic travel, where travellers increasingly cherish the opportunity to see the world, mindful of the possibility of another global lockdown.
Singapore travellers may thus be embracing spontaneity, with 31% booking tickets less than a week before departure in 2023. When we look at where Singaporeans searched, “Everywhere” was the top destination. “Everywhere” is not a mystical destination, but a nifty tool on Skyscanner called the Everywhere search, where users can view myriad destinations, ranked by price, so that they can find the best deals that suit their travel budget. This shows that travellers are becoming more adventurous too – rather than exploring the same destinations, many allow themselves to be inspired by choices and venture off-the-beaten-path.
Another significant shift is the widespread adoption of digital transformation within the travel industry. Digitalisation has touched every aspect of our lives, changing the way travellers engage with every part of the travel food chain. From automated airport entries to contactless check-ins and virtual tours, AI-powered services and products, the travel industry continues to evolve to ensure safety and convenience. Last year, we launched the beta phase of Dream and Discover with AI, a new generative AI tool, in Singapore, Australia and India. Powered by Open AI’s ChatGPT technology, travellers can ask open-ended questions such as “best cities for cultural tours” or “what are some hidden gems in Europe?” and the tool would generate travel ideas and recommendations with links to the best flight options! We want to be Singapore travellers’ best friend, and this helps travellers to discover more destinations that they may enjoy, helping them to plan and book their trips with ease and confidence.
However, with many places to check off their bucket lists, travellers are also experiencing traveller anxiety. Our insights show that 37% of survey respondents shared that one of their biggest struggles when booking travel is deciding where to go, and 49% admit that the prospect of booking travel in 2024 is overwhelming. 73% of holiday-makers also said that they place higher trust in advice from seasoned travellers who have explored extensively themselves. That’s why, in 2024, we launched the Everywhere Agency. In January, we brought together record-holding travellers who visited every country across the globe (we call them Everywhere Agents) and connected them to travellers through “Everywhere Appointments”, which are 1:1 exclusive virtual appointments where travellers can ask them anything! Moreover, travellers can also access the Everywhere Guide, an online widget on Skyscanner, that shares responses to frequently asked travel questions, based on each Everywhere Agent’s personal experience.
What advice would you give people who are planning to travel?
It’s always a good idea to research thoroughly before you travel, planning not only what’s on your itinerary, but also factoring in logistical factors like transportation, accommodations, time taken to travel, and opening/closing hours of specific spots to visit. This would save precious time and take the stress out of travelling when you are at the destination itself.
Flights remain one of the biggest expenditures of a trip, and for those looking for ways to save more, I have a few tips and tricks that you can use on Skyscanner to plan your travels better.
First, set up Price Alerts: This will ensure that you’re the first to know when prices drop with any additional discounts or added supply. Travellers can mark a flight they are interested and takes away the stress involved in constantly checking for cheaper flight prices and ensures that they are well informed on the latest prices.
There’s also the Whole Month Search function to see cheap prices at one glance, This is especially helpful for spontaneous travellers, who are not concerned with when they are travelling, to identify the best periods for travel. In relation to this, the Cheapest Month function to help travellers spot the best deal in the whole year for the destination they are after.
Another useful tool is Last-min flight deals, which shows travellers the flight deals with the lowest prices – all departing within the next three months. Travellers that want a quick getaway during their long-weekends would be happy to see a list of destinations, from the popular Taipei to lesser-known Nanchang, China.
Where do you see travel heading to in the next few years, considering the volatile state of geopolitics, and with economic uncertainty looming? What considerations should travelers take as we step into the future of traveling?
I would encourage travellers to check on travel advisories regularly before planning your travels to keep informed. This helps to ensure your own safety, take precautions when you (have to) travel to restricted areas, and make sure that you respect every country’s political and economic situations and make respectful, informed choices.
Getting yourselves covered with travel insurance is also a must-have, as it can provide travellers with financial protection in the event of trip cancellations, medical emergencies, or other accidents.
Another tip is to be savvy in your travel planning – if you can have a little flexibility in your travels, your planning will be less stressful and it may even lead you to better deals! The Everywhere search on Skyscanner is a great tool for travellers looking for inspiration and keen to explore lesser-known cities. Smart travelling also includes looking out for currency exchange fluctuations to save up for a greater bang for your buck when you travel, and choosing destinations where your currency flexes the strongest!
Travelling for good
Travel is fascinating because how we travel is so reflective of who we are. We travel for the ‘gram, or to expand our horizons, or to get a better understanding of the world we live in. How can we become better travelers/tourists?
It’s true that how we travel mirrors who we are! When we go overseas, we are entering lands with their own laws, customs and etiquettes so it is important to do a thorough research beforehand to be respectful to locals. For example, reading up beforehand on whether bargaining is part of the culture of the destination you are visiting can set you up for success! Similarly, in the case of Japan,
Singaporeans may already be acquainted with cultural practices such as avoiding loud conversations on trains or refraining from eating while walking on the streets.
While we travel for the ‘gram, do document meaningfully – take note of photography restrictions, especially in places of worship. Do take note of sustainable practices in the destination you are visiting too – bagging your trash separately and supporting the local eco-friendly initiatives make us a better traveller.
With sustainability becoming a big part of travelling, what can travelers do to play their part?
There are many ways travellers can take to minimise the impact of our travel choices. You can choose direct flights where possible to reduce the carbon impact of your flight. You can also combine your trips – by combining several short trips into one longer trip, you will enjoy more time away, with potentially fewer overall emissions. Try to reduce the weight of your luggage – most people dont use everything they bring with them on holiday, but the more the plane weighs, the more fuel it burns, and the more emissions are generated. Travellers can look for flights with lower CO2 emissions in a flight search results page or tick the ‘Flight emissions’ filter to only see flights with lower CO2, on Skyscanner.
