1. Highlights from The Anatomy of The Digital Traveller
Slave Away - More than 7 in 10 (72%)
work the same or more hours on their
business trips than on their regular
working days.
Price is King - More than 2 out of 3 (68%)
Singapore travellers feel that airfare is the
most important factor when making trip
reservations.
Do Not Disturb - Only 4% of holiday
goers are picky about having in-flight
Wi-Fi – the rest prefer to remain
disconnected on the planes.
“Bo Chap!” - Male business travellers
are more idle on planes during business
trips – they are half as likely to work with
onboard Wi-Fi as their female
counterparts.
Mobile Consumption – Despite being
one of the countries with the highest
smartphone penetration rate in the
world, 21% still do not use their
smartphones when on a holiday.
Smarty Pants - 3 in 4 (74%) use their
mobile devices for travel purposes.
Less Mileage - Singapore business
travellers are travelling the least in Asia.
They go on an average of 2.1 business
trips per year, which is almost half the
global average of 3.8 trips per year.
Less is not More - Singapore travellers go on a
holiday an average of 3 times a year, lower than
the global average of 3.8. While 95% of them take
at least 1-2 holidays a year, only 1 in 3 (34%) take
at least 3-4 vacations a year.
* Millennial Travellers are defined as those surveyed who are ages 18 to 34.
* Non-millennial Travellers are defined as those surveyed who are those ages 35 and up.

2. FACT SHEET
Digital Habits of the Singapore Holiday Goer

Less is not More - Singapore travellers go on a holiday an average of 3 times a year,
lower than the global average of 3.8. While 95% of them take at least 1-2 holidays a year,
only 1 in 3 (34%) take at least 3-4 vacations a year.

Price is King - 2 out of 3 (68%) Singapore holiday goers feel that airfare is the most
important factor when making trip reservations. Price of hotel rooms (60%) and hotel
location (57%) are what they consider next.

Mobile Consumption – Despite being one of the countries with the highest smartphone
penetration rate in the world, 21% still do not use their smartphones when on a holiday.

Do Not Disturb - Only 4% of holiday goers are picky about having in-flight Wi-Fi – the
rest prefer to remain disconnected on the planes.

Say No to Privacy - Email addresses (56%) are the most frequent type of information
that Singapore holiday goers save online to streamline the booking process.

More Clicks than Swipes - They are also almost twice as likely to make their holiday
reservations through a personal computer (63%), than with their smart phone or tablets
(35%).
Digital Habits of the Singapore Business Traveller

Less Mileage - Singapore business travellers are travelling the least in Asia. They go
on an average of 2.1 business trips per year, which is almost half the global average of
3.8 trips per year.

Zip In, Zip Out - Almost two in three (64%) stay for at least three days, which is half the
global average of 33%. However, almost half of them (43%) do not extend their business
trips into holidays.

Disconnect: Only 10% of business travellers are picky about in-flight Wi-Fi – the rest
prefer to remain disconnected on planes.

“Bo Chap!” - Male business travellers are more idle on planes during business trips –
they are half as likely to work with onboard Wi-Fi as their female counterparts.

Slave Away - More than seven in ten (72%) work the same or more hours on their
business trips than on their regular working days.

Smarty Pants - 3 in 4 (74%) use their mobile devices for travel purposes.

Location is King - Even on the company’s dime, “staying in a nice or luxurious hotel”
was placed 6th in the rankings when asked what influences their business travel
decisions. Their top priority was the location of the hotel (56%).

3. Digital Habits of the General Singapore Traveller


Staying Connected - Despite having the highest smartphone penetration rate in the
world (96%) for business and pleasure, one in five (21%) Singapore travellers still do not
use their smartphone to plan, book or share their trip, the highest in Southeast Asia.

Being Informed - 86% of local holiday goers and 75% of business travellers consider
travel reviews to be important enough to influence their travel decisions.

Amicable travellers - 2 out of 3 (64%) of Singapore travellers have not posted a
negative review in the past year.

Not a Negative Nancy - There were more females (69%) who have not posted a
negative review in the past year, compared to men (61%).

No Frowning for Older Travellers - Non-millennial travellers were less critical on
social media reviews than millennial travellers. 67% of them having not posted a
negative review in the past year, compared to their 61% from the younger travellers.

Smiles all around - Millennial travellers were also more likely to be more generous in
giving compliments than the non-millennial travellers. Only 45% of the former have not
posted a positive review, compared to the 58% of them from the latter.

Sharing the Positivity - The most common type of positive review posted was for hotels
- one in three Singapore travellers (34%) have posted one for their accommodation,
followed by the restaurants they visit (23%) and their flight experiences (18%).