Seven out of 10 Filipinos plan to travel abroad at least once in the next 12 months, according to GrabAds, the advertising arm of Southeast Asian (SEA) superapp Grab.
In its latest SEA Travel Insights 2023 report, GrabAds said the travel bug is truly back as 82 percent of Filipino leisure travelers intend to have more than two trips.
A majority of the 2,000 respondents to the GrabAds study (59 percent) said they typically plan international trips that take three hours or less and at least one to three months in advance. This includes designing an itinerary, selecting hotels, applying for visa, and finalizing other travel essentials.
Additionally, the study found that a significant 54 percent of Filipino respondents not only set a travel budget but are also determined to stick to it.
At the forefront of their preferences within the SEA region stands the Land of Smiles, Thailand. Singapore follows closely behind in the second spot, while Malaysia and Vietnam share the third spot, showcasing their growing appeal among Filipino travelers.
Filipinos, however, are not limiting their aspirations to just SEA with Japan and South Korea emerging as the top two destinations of choice of travelers outside of SEA, securing the first and second spots, respectively.
Remarkably, the United States clinches the third spot among non-SEA countries in the hearts of Filipinos.
Amid the surging travel demand, GrabAds said brands should seize this moment as an opportunity to transition from short-term “revenge travel” campaigns and instead focus on developing enduring strategies that cultivate long-term relationships with repeat customers.
“Millions of Southeast Asians use Grab every day, creating a wealth of hyperlocal insights that enable brands and advertisers to build deep and meaningful connections with their consumers,” said Jennie Johnson, head of marketing at GrabAds.
“GrabAds data revealed a massive increase of 84 percent in international travel intent among SEA Grab users compared to just one year ago. Last year, brands may have focused on short-term impulse campaigns based on pent-up lockdown FOMO (fear of missing out) – but they now need to shift towards developing long-term relationships with savvy Southeast Asian travelers as they dream, plan, book and experience travel,” she said.
