Report: Japan tops holiday destination list and top 10 travel brands in SG

Japan has once again topped the list of the places Singaporeans want to travel to. This is based on YouGov DestinationIndex which measures the public’s perception of destinations on a daily basis across a range of measures. The destination rankings were compiled using consideration scores from July 2021 to June 2022.

After Japan, which had a consideration score of 33.8% among responsible travellers, were Oceanian destinations New Zealand (26.5%) and Austraila (24.8%). 

Switzerland, the first European destination on the list, was ranked fourth with a consideration score of 24.6%. In fifth place was the neighbouring state of Malaysia (21.3%), followed by regional destinations South Korea (21.0%), Thailand (19.9%) and Taiwan (19.5%). European destinations Germany (15.2%) and the United Kingdom (14.6%) rounded off the top ten.

What do consumers consider?

According to "YouGov Travel Rankings 2022: Travel brands through the eyes of responsible travellers"  when it comes to travel, 46% of all consumers are attracted to brands that get involved in social issues. Meanwhile 44% of consumers worldwide state that they will only purchase products from socially and environmentally responsible companies. 

According to the YouGov report, there are several characteristics that can be considered to develop a brand's sustainability image, and it is important to start this process by researching and understand what's relevant. For instance, a brand's understanding of its consumers' life values and their connection to a travel category can be a vital part of winning market share. 

Authenticity is also key to building a brand's image on sustainability, and this authenticity must come from within the organisation.  Another trait that's important to brand development is differentiation. By creating more meaningful connections with consumers or travellers with certain values, it will attract consumers who have not previously considered the brand.  

Meanwhile here are the brands most associated with travel:

It is crucial to not forget to present your brand in the same way both locally and internationally. When consumers reengage with your brand abroad, they expect to have the same positive sustainability experience they had in a domestic market. 

When sustainable efforts are made for the brand, the company has to remember to reveal full visibility of the efforts to its employees, so it wouldn't stand in the way of transmission to consumers. To build a long-lasting sustainable image for the brand, the brand has to retain its consistency. There is always also the option to explore the "halo effect" of collaborating with other sustainable brands. The collaboration can "showcase a collaborative affiliation and have a positive impact on the core brand," according to the report.  

The way to be consistent is to have the same strategy executed across all operations and offices, so consumers in different countries notice these efforts. By doing consistent, it also helps brands build trust with their consumers. Additionally to being consistent, a brand maintaining clear communication also adds to the trust between two parties. 

YouGov publishes brand rankings yearly based on the data from our always-on brand tracker, YouGov BrandIndex and destination tracker, YouGov DestinationIndex. Both travel brands and destinations are tracked daily around the world, enabling to consistently and accurately measure consumer attitude towards those brands – organisations in the travel industry and countries tracked in a dedicated YouGov BrandIndex sector survey.

 

Related articles: 

What's the brand most Indonesians are happy to recommend?
YouGov: Adidas most recommended brand in Thailand
YouGov names new CEO for APAC region
Study: Indonesians bank big on social media for news consumption
YouGov: Indonesians willing to pay more for eco-friendly products