STB Study on Asian Business Travellers Reveals Interesting Insights

Industry Watch | February 23, 2016 | News

Singapore Tourism Board

Singapore Tourism Board (STB) recently commissioned a research study on Asian Business Travellers (ABTs). The study which had on board Visa and Amadeus as Summit partners and McKinsey & Co. as its knowledge partner, surveyed over 2500 ABTs across 5 key markets – India, Singapore, Indonesia, Japan and China. 

On the broad objective of the research, Andrew Phua, Director - Exhibitions and Conferences, Singapore Tourism Board remarked, “While Asia forms the largest business travel market in the world today, research on this region has been lacking. As such, we commissioned the ‘Asian Business Travellers’ report, surveying over 2,500 people across Singapore, India, Indonesia, Japan and China – the five key markets which represent more than 78.8% of Asia’s business travel spend. The insights will help travel managers to better understand Asian Business.”

The research indicates that ABTs are becoming “more demanding and autonomous”, with choices being guided by personal leisure travel experiences, evolving digital services and more flexible travel policies. The key findings of the research are summarised under 5 main points: employee empowerment is rising; ABTs seek convenience and crave travel experiences; ABTs demonstrate difference among countries; there are 4 ABT archetypes (points maximiser, stereotypical suit, service seeker and belt tightener); and business travel is susceptible to the same disruptive forces as leisure travel.

Talking specifically about what the research findings reveal about the Indian Business Traveller, Phua added, “Indian business travellers are some of the biggest users of online and mobile booking tools. For example, 85% prefer to check-in or receive their flight boarding pass digitally. In addition, Indian business travellers are also the most willing to spend on ancillary services, with 97% of them being more inclined to pay for additional flight or hotel services to create more distinctive travel experiences.”

The study also shows that Indian business travellers are more likely than European travellers to combine leisure trips with business, where 17% of business trips include a weekend. This can be contrasted with only 7% of European business trips that include a weekend.

The research study commissioned by Singapore Tourism Board surveyed 2500 people from India, Singapore, Indonesia, Japan and China.

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