On this sequence, Speak knowledge to me, we chat with leaders from the world’s greatest manufacturers and businesses about how they’re utilizing insights to drive their enterprise methods.
We caught up with Anthony Lu, Regional Director for Southeast Asia and China at Reserving.com, to get his ideas on a variety of well timed subjects. We coated the rising pattern of intergenerational journey in Asia Pacific in addition to the problem – and alternative – posed by over-tourism.
Inform us a bit about your position.
Our mission at Reserving.com is to make it simpler for everybody to expertise the world. My position inside that’s to develop Reserving.com by connecting extra vacationers with extra unforgettable experiences. I work with groups in APAC markets together with Singapore, Thailand, and China to ensure our companions are supported and our clients get all the assistance they want, each step of the best way.
Inform us in regards to the analysis you’ve not too long ago finished with GWI. What impressed the challenge and what did you discover?
We teamed up with GWI for Reserving.com’s Gen.Voyage! examine to discover intergenerational journey throughout APAC.
The examine – involving over 8,000 vacationers from 11 completely different markets – was the primary of its variety in our area, the place multigenerational households are 43% extra frequent than the worldwide common. That obtained us questioning about how household dynamics affect journey, and in what means these shared values and close-knit relationships form trip decisions in APAC.
One of many greatest issues we discovered is that households actually worth the time they get to spend collectively on these journeys. About 47% mentioned bonding was the highest profit, with one other 39% saying it’s an effective way to reconnect with household they don’t see as usually.
What’s holding you busy for the time being?
I’ve simply relocated from Shanghai to Singapore so I’m busy exploring the tradition, assembly our native companions, and understanding their wants. That entails a whole lot of journey, which is one motive I really like working for a journey firm as a result of I get to have enjoyable as a part of my work. Extra particularly, I’m coping with plenty of requests from companions for localized knowledge to help their decision-making.
What’s your favourite stat in the entire vast world?
One stat that actually stands out from Gen.Voyage! is that round 25% of households in APAC inform us they’re now actually drawn to distinctive, culturally immersive stays and forms of lodging – like a standard ryokan inn in Japan or a hanok home in Korea. That reveals they’re not simply searching for someplace to remain, they’re searching for an expertise that provides an additional layer of that means to their travels. I’m excited to see this as a result of it 100% aligns with Reserving.com’s mission to make it simpler for everybody to journey and discover distinctive lodging that matches their wants.
Speak to me about an instance of data-led creativity that you simply love, both inside your group or inside your business.
One instance I’m actually pleased with is our annual journey prediction analysis. Yearly we fee some of the in depth research within the business. The insights we’re capable of collect are fairly unbelievable, as a result of they don’t simply inform us what’s taking place proper now, additionally they present the place it’s going within the 12 months forward. We use that knowledge to disclose traits that actually seize the spirit of journey for the 12 months forward, like how journey has turn out to be a primal pulse of life for individuals in 2024.
What’s additionally wonderful is how we mix that analysis with our personal platform knowledge to supply a complete view of what’s driving individuals’s journey choices.
It’s not simply in regards to the numbers—it’s about utilizing that knowledge to spark creativity, assist vacationers discover what they’re actually searching for, and keep forward of rising traits. It’s an ideal instance of how we will flip knowledge into one thing that not solely informs but in addition conjures up.
How does the usage of viewers insights inform what you are promoting technique? And the way does knowledge offer you a aggressive edge?
Reserving.com has all the time been very data-driven, as we observe and monitor the efficiency of a whole bunch of tens of millions of knowledge factors on our platform daily. Every little thing from web page hundreds to conversion charges is tracked and used to assist optimize and enhance our platform. In the end, utilizing knowledge on this means offers us a aggressive edge by permitting us to supply greater than only a reserving platform. We consider within the energy of utilizing insights to anticipate what vacationers need and delivering a seamless, end-to-end expertise that makes Reserving.com their go-to journey companion.
What’s probably the most fascinating factor about your viewers in APAC?
Our vacationers actually embrace what we name tremendous apps – like WeChat in China, LINE in Thailand, or KakaoTalk in South Korea – the place they will entry a number of providers in a single place, from reserving a lodge or ordering a taxi, to paying for one thing and incomes loyalty factors on the identical time. We faucet into this in APAC by constructing strategic partnerships with platforms like Klook, Seize, and LINE. For instance, now you can guide resorts on Seize, and order Seize rides on Reserving.com. This type of integration meets the expectations of APAC vacationers for a streamlined, all-in-one expertise, making it simpler for them to plan and guide their journeys throughout a number of providers.
What would be the greatest alternative on your sector within the coming years?
Individuals in APAC have very excessive expectations round customized experiences and providers. I see this as an enormous alternative as a result of the rise of AI and data-driven applied sciences means we will supply hyper-personalization, the place virtually each side of a journey might be personalized to mirror a traveler’s preferences. Generative AI will play a vital position in enabling this the place it gained’t simply reply to traveler wants and preferences, but in addition adapt to the unpredictable nature of journey. We’re exploring numerous approaches — similar to our AI Journey Planner — to be taught and refine the perfect methods to combine this expertise. In the end, AI will assist us create a journey platform that provides a really related, seamless expertise.
What would be the greatest problem on your sector within the coming years?
One of many greatest challenges we’re already dealing with is managing over-tourism in standard locations the world over. We’re already seeing locations like Bali take steps, similar to introducing a vacationer tax to handle the affect. Different areas are additionally exploring related measures to protect their cultural heritage and setting. But it surely’s not nearly decreasing the variety of vacationers, as that may harm native companies. The actual problem is attracting the correct of vacationers: those that keep longer, discover off the crushed path, and interact meaningfully with the native tradition. That’s the place sensible vacation spot advertising is available in — selling tourism that advantages each vacationers and the communities they go to.
What prime pattern are you seeing emerge in your wider business?
One factor we see in our Gen.Voyage! analysis is that completely different age teams use social media in numerous methods to plan journeys. Gen Z makes use of it to seek out inspiration. I believe that additionally displays Asian tradition, the place social media has turn out to be an integral a part of journey planning.
One other factor that actually stands out is altering attitudes to distance and vacation spot. In APAC, 60% of journey is to a neighboring nation. I believe individuals in Asia actually worth the benefit and luxury of touring inside their very own nations or to close by locations, whether or not it’s for a weekend getaway or to discover hidden gems near house. There’s a reassurance dimension to this, too. For those who’re touring with kids, you wish to know they’ll be comfy – which is extra prone to be the case in a neighboring nation. And for those who’re a senior, you wish to know you will get again house rapidly if you want to. So our analysis reveals that in Asia, there’s a whole lot of deal with intraregional journey.
Discover out extra about Reserving.com’s Gen.Voyage! analysis.
