But which travel spots and players enjoy the most favourable views of potential travellers from APAC?
A new YouGov report identifies the brands and destinations which APAC consumers have had the most positive impression of over the past year. Data was drawn from YouGov BrandIndex and YouGov DestinationIndex, which measure consumer perceptions towards brands and destinations on a daily basis.
Airlines took all five top spots in Australia’s latest travel brands ranking. National carrier Qantas clinched first place (43.4) ahead of Air New Zealand (33.4) and Virgin Australia (32.9). Following close behind is Singapore Airlines (31.9), with UAE-based Emirates (28.6) taking fifth spot.
Similarly, Indonesia’s latest travel brands ranking saw national carrier Garuda Indonesia (63.7) clinch top spot, with runner-up Citilink (26.2) trailing by a large margin. Just below the two airlines are three brands in the hospitality sector. Jakarta-based Aston Hotel (26.2) – now part of the Archipelago International chain – claimed third place, ahead of US-based JW Marriot (22.0) and French-headquartered Ibis Hotel (21.8).
Places in and near Australia registered the highest impression scores in Australia’s latest destination ranking. Besides New Zealand (51.1), which took second spot, all other destinations in the top five are domestic. Notably, Tasmania (47.4) in third place is the only leading destination with an improved impression score (by 1.5 points) compared to the year before – all other top travel destinations registered lower impression scores in 2022 than 2021.
Famous local tourist spot Bali topped Indonesia’s latest destination ranking (63.8), well ahead of the next two overseas destinations Japan (34.1) and Singapore (26.7). Bali was also the only leading destination that saw an improvement in its impression score (by a notable 5.2 points) compared to the previous year. All five top destinations are in Asia – with the top four in East and Southeast Asia, and Dubai in fifth place (18.5).
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Methodology: The data included in the YouGov Travel and Tourism Brand and Destination Rankings 2022 has been drawn from YouGov BrandIndex and YouGov DestinationIndex respectively. The markets included in this report are Australia, Indonesia, China, Japan, UK, US, Germany, France and the UAE.
For the brand ranking, brands were ranked based on their Impression score, which is a measure of whether a consumer has a positive or negative impression of a brand calculated by taking the average net score for the year of 2021 (1st January 2021 – 31st December 2021). Consumers were asked “Which of the following brands do you have a positive impression of?”, then "Which of the following brands do you have a negative impression of?". For the destination ranking, consumers were asked “Overall, which of the following destinations do you have a positive impression of?” then "Overall, which of the following destinations do you have a negative impression of?". The score shown is the average net score from January 2022 vs. January 2021.
The brand and destination rankings charts show those brands/destinations which received the highest average score. The scores for both the brand and destination ranking are representative of the general population of adults 18+ for all markets (scores for Indonesia and China are representative of online population). All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands must be tracked for at least six months to be included in either ranking.