Food Influences Where APAC Travelers Go on Holiday - Airbnb

(Source: Airbnb Press)

APAC women travelers are more adventurous when it comes to trying new cuisines

The Airbnb APAC Travel survey, which was conducted in seven countries – Australia, China, India, Japan, Singapore, South Korea and Thailand – found women travelers from China (73%), India (74%), Japan (80%), Singapore (84%), South Korea (59%) and Thailand (69%), are more inclined to feel it is important to sample local cuisine than their male countrymen. The only exception is Australia where men are more keen to try local dishes (76%) compared to women (71%).

Comparatively, in general, Singaporean travelers are most likely to want to try local food (81%) whereas only 58% of travelers from South Korea do.

Thai travelers over 55 are more open to trying new flavors than millennials

In Australia (77%), China (65%), India (72%), Japan (83%), Singapore (79%) and South Korea (59%), the 18-24 year old age group is most open to new ideas and the importance of trying local foods. Yet surprisingly, in Thailand, it is the over 55 years and older population that is more open to trying new flavors and cuisines on their vacations (82%).

Moreover, while 76 percent of APAC travelers say local food influences their choice of holiday destination it increases to 87 percent for Indian travelers and dips to 62 percent for Thai travelers.

Travelers don’t have to miss out on trying local cuisine – 80 percent of Airbnb listings have kitchens

Findings for the survey showed almost half of APAC travelers (46%) are reluctant to cook in their accommodation due to the lack of kitchen facilities, while 41 percent do not want to spend time cooking or shopping on holiday and 43 percent have a preference to eat out and try local dishes.

However, more than 80 percent of Airbnb listings in APAC have kitchen facilities, allowing travelers the flexibility of preparing their own meals whether they are staying in a treehouse, beach villa, loft apartment or cozy city flat.

In addition, even the most reluctant adventurer and time-poor traveler can explore local flavors quickly and easily. The Airbnb Kitchens of Asia collaboration brings together these four renowned Chefs and Airbnb ‘foodie’ hosts to share their twist on a selection of authentic Korean, Indian, Japanese and Thai recipes created using 10 ingredients or less, or that can be made in under 30 minutes.

One fifth of solo travelers cook on vacation, compared to 46 percent of family travelers

When vacationing with families, travelers do not always have the opportunity to explore the local food scene. In fact, the survey revealed that 46 percent of travelers are more likely to cook in their accommodation when they travel with family as compared to only 21 percent of solo travelers, so this Chef collaboration ensures families do not miss out on the whole local food experience, and what’s more can continue to explore the flavors of their vacation once they return home.

There are regional variations to the findings, with family groups traveling from Japan least likely to cook with just 23 percent keen to do so. On the other hand, 46 percent, 47 percent, 64 percent and 66 percent of Indian, Chinese, Thai and South Korean travelers respectively would be more likely to cook in their accommodation when they are traveling with their families.

60 percent of travelers like to try new experiences and activities

As well as wanting to try local cuisine, the survey found that 59 percent of all APAC travelers interviewed want to try new activities or experiences on holiday. This rises to 70 percent of Singaporean, 68 percent of Indian and 65 percent of Australian travelers who are keen to try something different and new. Japanese travelers are the least likely to embrace new activities and adventures at 31 percent.

As well as providing a variety of listings from home hosts to entire homes, Airbnb offers a variety of F&B Experiences for individuals who love all things food. Whether you want to forage for lunch in Delhi, take a market tour and learn authentic Sobaan cooking in Korea, or master making Miso in Japan, Airbnb has you covered.

“Our survey has shown that people across the region, irrespective of age or gender, have a desire to really experience the places that they travel to, not just visit. Food is such an influence on destination decision-making, and is also one of the easiest ways that you can immerse yourself into a local culture or community, whether traveling with your family and friends, or alone. For that reason, the Airbnb Kitchens of Asia initiative brings together four of the best Chefs from the region – Chef Ian Kittichai; Chef Manish Mehrotra; Chef Koh Kentetsu; and Chef Tony Yoo – and our community ‘foodie’ hosts who share their culinary ideas. The result is a series of great tasting recipes packed full of the essence of Indian, Korean, Thai and Japanese cuisine for travelers to re-create either on vacation at an Airbnb listing or once they are back home,” said Siew Kum-Hong, Regional Director, Asia Pacific, Airbnb.

Notes:

Airbnb Kitchens of Asia Campaign

Airbnb Kitchens of Asia is a campaign to bring together top Asian chefs, Airbnb ‘foodie’ hosts and travelers seeking adventurous and authentic local flavors and cuisine. The four award-winning chefs will create recipes that help travelers live like a local, while on holiday or when they get back home.

In addition, Airbnb ‘foodie’ hosts have shared their favorite dishes that are quick and simple so that they can replicate in the kitchen of their Airbnb home. The Chefs and home cooks devised recipes that use 10 ingredients or less, or to be cooked in less than 30 minutes.

Survey methodology

All figures, unless otherwise stated, are from YouGov Singapore Pte. In total YouGov surveyed 6,979 travellers across APAC taken from representative samples of 7,269 people in each of Australia, Singapore, Thailand, China, South Korea, Japan and India. Fieldwork was undertaken between Sept. 11-14, 2017. The survey was carried out online. The figures have been weighted and are representative of all adults (aged 18+) in each country.