Visa Global Travel Intentions Study 2015
EXECUTIVE SUMMARY | Prepared by Millward Brownravel Intentions Study 2015 | Prepared by Millward BrownRegions included in the study
› AFRICA & MIDDLE EAST: Egypt, Kuwait, Morocco, Saudi Arabia, South
Africa, United Arab Emirates
› AMERICAS: Brazil, Canada, Mexico, United States
› ASIA PACIFIC: Australia, China, Hong Kong, India, Indonesia, Japan,
Korea, Malaysia, Singapore, Taiwan, Thailand
› EUROPE: France, Germany, Russia, United Kingdom
Fieldwork Methodology
Interviews were conducted online, with the exception of Egypt, Kuwait,
Morocco and Saudi Arabia where interviews were done face-to-face with
the assistance of laptops.
Sub-group Defnition
› AFFLUENT: Respondents who fall into the income bracket
listed in the Appendix of this report are classified as
‘Affluent’
› MILLENNIALS: Travellers aged 18-35 years old
› SUPERBOOMERS: Travellers aged 45 years old and above
The Visa Global Travel Intentions Study 2015 was commissioned by Visa to › SOLO TRAVELLER: People who chose to travel by
Millward Brown. The study was conducted with 13,603 travellers*, aged 18 themselves throughout the whole journey in their most
years and above across 25 countries in January and February 2015. recent leisure trip
*Have either travelled in the past 24 months or intend to travel in the next 24 months for
2 Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown business/leisure (non-domestic travel only). Foreword
The travel and tourism industry continues to play a signifcant part to global
economies. According to the World Travel and Tourism Council (WTTC),
travel and tourism generated US$7.6 billion in 2014 - 10 percent of global
SHIFTS AND CHANGES: Current and future macro trends in
GDP. This is expected to grow by 3.7 percent in 2015. There were almost
leisure travel11.14 billion international tourists arrivals in 2014 and with visitor spending
matching that growth, this industry remains an exciting one with signifcant
opportunities for the world’s largest industries. ASIA ON THE RISE: Asia’s appeal to travellers and a focus on
the Chinese traveller2
Considering the scale of the industry, it is vital to analyze and understand
the travel behavior and tourism spending patterns of these global travellers
A NEW BREED OF TRAVELLER: Changing attitudes and
to help unlock the potential this industry presents to developed and
behaviours of leisure travellers3emerging economies alike. Tourism provides a gateway to economic
progress by helping to grow revenue, promote job creation, and accelerate
infrastructure development. And with increased acceptance of reliable and
THE SOLO TRAVELLER
secure electronic payments, every traveler who uses a card to pay or buy 4
goods and services is exponentially contributing to growth.

The Visa Global Travel Intentions Study has been regularly updated and TECH SAVVY TRAVELLER5published since 2006, and this latest installment is showing that with
greater options, leisure travel is touching a wider mass. Regardless of
economic or political highs and lows, leisure travellers are still optimistic
PAYMENT CHOICES OF LEISURE TRAVELLERS
about their future plans. This latest 2015 global update is part of Visa’s 6
continued commitment to helping industry players, including governments,
in their pursuit of growth of the global travel and tourism industry.
3 Visa Global Travel Intentions Study 2015 | Prepared by Millward BrownShifts and changes: current and future macro
trends in leisure travel
4 Visa Global Travel Intentions Study 2015 | Prepared by Millward BrownLeisure travel touches a wider mass
All regions - except for the Middle East and Africa - indicate they travelled The increase in outbound travel comes from Southeast and North Asian
more in the past two years as compared to the global average. countries. Countries in the Middle East and North Africa had the largest
decline in outbound travel. This is likely due to instances of political and Travelled in past two years for leisure
economic instability in the region.
79%76%
Countries with the highest increase in leisure
Global 76% (13603) travel in the past two years
Asia 84% (6531)
% 85 52 89 67 90 69 90 76 80 70
Europe 81% (2012)
Africa &
54% (3053)
Middle East
2015 2013 Americas 79% (2007)
Indonesia Thailand Korea Malaysia TaiwanBase (13603) (12631)
+33% +22% +21% +14% +10% CHANGE %
Average no. of leisure trips made in the past two years
With more new travellers joining the fold, Countries with the highest decrease in leisure Global 2.17 (13603)
the average number of leisure trips taken travel in the past two years
per traveller is experiencing a small decline. Asia 2.52 (6531)
Europe 2.53 (2012) % 20 84 8 44 80 98 80 98 79 97
2015 Africa &
1.02 (3053)2013 Middle East
Americas 2.42 (2007)2.17 3.12
Saudi United
People around the world kept travelling more than ever before this year despite Arabia StatesMorocco Egypt Australia
wars, terrorist attacks and a growing fear of pandemics as well as diverging
-64% -36% -18% -18% -18% CHANGE %economic conditions. The number of outbound trips increased by a robust 4.5
percent over the frst eight months of 2014 and the prospects are bright for next
year as well.
Source: ITB World Travel Trends Report 2014/2015 2015 2013
5 Visa Global Travel Intentions Study 2015 | Prepared by Millward Brownafter
Global average trip length declines slightly from 2013, Asia Leisure travel now touches a wider mass. Except for Middle East Optimistic about the future Trip length
stands out as the only region with an increase in average trip and Africa, we have seen a rise in a number of those travelling
Travellers from Middle East and Africa are feeling optimistic about future Globally, the average length of a holiday declined in 2015. Travellers from
length. for leisure in the past 2 years and the frequency of travel has
travel with one in two intending to take a holiday in the next one year. Asia were the only group that increased their average stay.
also risen.
Countries with the highest increase in leisure travel in the next one year Average number of nights spent in most recent overseas leisure trip
Average Number of 2015 2013
Nights Spent in Most
Recent Overseas
Leisure Trip Travelled in9 10
76% ▼ 79%Past two years for leisure
2015 20139 10
Average no. Of after after2015 2013 2.17 ▼ 3.1262% 8% 63% 20% 81% 51% Leisure trips past two yearsGlobal average trip length declines slightly from 2013, Asia Global average trip length declines slightly from 2013, Asia Leisure travel now touches a wider mass. Except for Middle East Leisure travel now touches a wider mass. Except for Middle East Egypt Morocco South Africa Asia Asia
stands out as the only region with an increase in average trip stands out as the only region with an increase in average trip and Africa, we have seen a rise in a number of those travelling and Africa, we have seen a rise in a number of those travelling Base (13603) (12631)+54% +43% +30% CHANGE % Europe Europe
length. length. for leisure in the past 2 years and the frequency of travel has for leisure in the past 2 years and the frequency of travel has Africa & Middle East Africa & Middle East
also risen. also risen. Americas Americas Africa &
Global Asia Europe AmericasMiddle East
Average Number of Average Number of 2015 2013 2015 2013Travelled in
15Nights Spent in Most Nights Spent in Most Past two years 76% 84% ▲ 81% ▲ 54% ▼ 79% ▲ 2015 2013Recent Overseas Recent Overseas 95% 73% 91% 77% for leisure
Leisure Trip Leisure Trip Travelled in Travelled in9 10 9 10China Kuwait
13 76% ▼ 79% 76% ▼ 79%Past two years for leisure Past two years for leisureAverage no. Of +22% +14% CHANGE % 2015 2013 2015 20139 9Leisure trips past 2.17 2.52 ▲ 2.53 ▲ 1.02 ▼ 2.42 ▲10
7 two years Average no. Of Average no. Of 2.17 ▼ 3.12 2.17 ▼ 3.12
11 11 Leisure trips past two years Leisure trips past two years82016 2015 Base (13603) (6531) (2012) (3053) (2007)
Asia Asia Asia Asia
Base (13603) Base(12631) (13603) (12631)
Europe Eur Europe ope Europe
People around the world have kept travelling more than ever before this year despite wars, terrorist
Africa & Middle East Africa & Middle East Africa & Middle Eastattacks and a growing fear of pandemics as well as diverging economic conditions. The number of Asia Europe Americas
outbound trips increased by a robust 4.5% over the first eight months of 2014 and the prospects Americas Americas Americas Africa & Africa & 2015 Base: (5463) (1622) (1637) (1587) are bright for next year as well Global Asia Europe Global Amer Asiaicas Europe Americas
Middle East Middle EastIn Egpyt and Morocco, this optimism is driven mainly by Millennials aged Source: ITB World Travel Trends Report 2014/20152013 Base: (4292) (1784) (2283) (1650)
25-35 years old. In South Africa, Superboomers aged 45 and above are
showing more enthusiasm in travelling in the next one year. Travelled in Travelled in
15 15
Past two years Past two years 76% 84% ▲ 81% ▲ 54% 76%▼ 79% 84% ▲ ▲ 81% ▲ 54% ▼ 79% ▲ 2015 20152013 2013
for leisure for leisure20 Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa Confidential
6 Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown
13 13Average no. Of Average no. Of
9 9Leisure trips past Leisure trips past 2.17 2.52 ▲ 2.53 ▲ 1.02 2.17▼ 2.42 2.52 ▲ ▲ 2.53 ▲ 1.02 ▼ 2.42 ▲10 10
7 7two years two years
11 1111 11
8 8 Base (13603) (6531) (2012)Base (3053)(13603) (2007)(6531) (2012) (3053) (2007)
People around the world have kept travelling mor People are than ev ound the wer before this orld havyear despite kept trave war elling mors, terrorist e than ev er before this year despite wars, terrorist
attacks and a growing fear of pandemics as well as divattacks and a grerging economic conditions. The number oowing fear of pandemics as well as divf erging economic conditions. The number of Asia Europe Africa & Middle East Asia Americas Europe Africa & Middle East Americas
outbound trips increased by a robust 4.5% over the firoutbound trips incrst eight months o eased by a rf 2014 and the probust 4.5% ov ospectser the fir st eight months of 2014 and the prospects
2015 Base: (5463) (1622) 2015 Base: (1637) (5463) (1587) (1622) (1637) (1587)are bright for next year as well are bright for next year as well
Source: ITB World Travel Trends Report 2014/2015 Source: ITB World Travel Trends Report 2014/20152013 Base: (4292) (1784) 2013 Base: (2283) (4292) (1650) (1784) (2283) (1650)
Global Travel Intentions Study 2015 – Prepared by MillwarGlobal Travd Br el Intown entions Study 2015 – Prepared by MillwarVisa Confidentiald Brown Visa Confidential20 20Median amount spent in most recent Budgets are tighter overseas leisure trip
Travellers are tightening their belts, resulting in a general decline in leisure travel spend. Over half of the countries surveyed
have either maintained or decreased their travel expenditure. On a brighter note, almost all countries with the exception of
the current top three spenders – Saudi Arabia, Egypt and China, are expecting to spend more in their next holiday. Below are
the median travel budgets per trip as reported by travellers.
Top fve spenders in 2015 Top fve increase in spending between 2013 and 2015 2015 2013
$2281 ▼ $2390
Base: (9660) Base: (9322)
Saudi Arabia Egypt China Brazil Australia Egypt Brazil Mexico Indonesia China 28% 36%
+100% +33% +30% +30% +25%$5866 $4917 $4780 $3942 $3603
Saudi Arabia Egypt China Brazil Australia Egypt Brazil Mexico Indonesia China
(31) (330) (376) (413) (716)(370) (31) (716) (330) (374)
+100% +33% +30% +30% +25%$5866 $4917 $4780 $3942 $3603(31) (330) (376) (413) (716)(370) (31) (716) (330) (374)
(31) (330) (376) (413) (716)(370) (31) (716) (330) (374)
2015Bottom fve spenders in 2015 Top fve decrease in spending between 2013 and 2015
36%
Malaysia Hong Kong UK Germany France France Germany Morocco Canada Taiwanong UK Ger Ger Morocco T Increase spending Decrease spending
$1145 -33%$1290 $1297 $1297 $1297 -33% -25% -20% -20%
Malaysia Hong Kong UK Germany France France Germany Morocco Canada TaiwanMaintained
(449) (357)(462) (417) (389) (357) (389) (94) (377) (392)
Saudi Arabia Egypt China Brazil Australia Egypt Brazil Mexico Indonesia China$1145 -33%$1290 $1297 $1297 $1297 -33% -25% -20% -20%(449) (357)(462) (417) (389) (357) (389) (94) (377) (392)
+100% +33% +30% +30% +25%$5866 $4917 $4780 $3942 (449) $3603 (462) (417) (389) (357) (357) (389) (94) (377) (392)
7 Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown (31) (330) (376) (413) (716)(370) (31) (716) (330) (374)
Malaysia Hong Kong UK Germany France France Germany Morocco Canada Taiwan
$1145 -33%$1290 $1297 $1297 $1297 -33% -25% -20% -20%
(449) (357)(462) (417) (389) (357) (389) (94) (377) (392)7
After
Travelling with family members is the top inspiration amongst most of the global travellers
7
After
Travelling with family members is the top inspiration amongst most of the global travellers
7
After Triggers / source of inspiration for most recent overseas
leisure tripTravelling with family members is the top inspiration amongst most of the global travellers
Triggers / source oecent overseas
leisure tripMotivations and inspirations of travel
Triggers / source of inspiration for most recent overseas Common triggers for holidays include family vacations, annual scheduled
leisure tripgetaways and taking time off to de-stress. Hence, key motivations for leisure
Family vacation
travel today is a balance of bonding with loved ones, experiencing new 23%during holiday
cultures and to rest and relax.
Family vacation
Triggers / source of inspiration for most recent overseas leisure trip23%during holiday
Family vacation Image23%during holiday
Annual scheduled
getaway 15%
Image
getaway 15%
Image
Annual scheduled
getaway 15%
Get away from After
stress 12%Travellers set off for three main reasons: connecting with others, with themselves and with the world.
Get away from Top Three Motivations for Travel in the Most Recent Overseas Leisure Trip
stress 12%Motivations for most recent overseas leisure trip
52% 8% DID YOU KNOW?Get away from Bonding Give back
stress 12% Superboomers (those aged 45 and above) have a strong need for
38% 9% bonding through travelling. Three out of four Superboomers had a travel
Experience cultures Show off/Prestige companion in their last holiday.
36% 11% Status and luxury travel is increasingly important. 16 percent of travellers
28 Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa Confidential
Rest & Relax Familiarity with destination in 2015 (almost double of 2013) cite this as the key motivation for their
next holiday. 33% 15%
Being able to pursue their personal passion through travelling is one of Indulge Keep up with trends
28 Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa Confidential the top three motivations for Brazilians when they travel.
28% 19%
Wanderlust/Adventure Personal Passion
26% 26%28 Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa Confidential
Base: (10309)
Entitlement/Rewarding self Escape
8 Visa Global Travel Intentions Study 2015 | Prepared by Millward BrownDID YOU KNOW?

2.  While bonding is still the key motivation for travel, status seeking and
having a luxurious travel arrangement could be increasingly important in 1.  Superboomers have a strong need for bonding through travelling. 74% of
them have travelled with at least one other travel companion throughout the future, with 16% of travellers finding these as motivations for their
their entire trip. next leisure trip, almost twice as many as this year.
25 Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa ConfidentialAfter
The common destination choices were still regional, especially for Asia While Asians are aspiring to travel further to the West in the next 1
travellers. year, America travellers are intending to stay within the region.After
The common destination choices were still regional, especially for Asia While Asians are aspiring to travel further to the West in the next 1
travellers. year, America travellers are intending to stay within the region.Top 3 destinations by travellers from each region in the past two years Top 3 destinations by travellers from each region in the next one year
After Tellers from each rast two years Top 3 destinations by travellers from each region in the next one year
Whilst USA still remains the number 1 place to go, some of the mainstay European destinations have lost some of its glamour, giving way to Intra-regional travel dominates and USA is still the top choiceTravellers from Asia Pacific Travellers from Africa and Middle East Travellers from Asia Pacific Travellers from Africa and Middle East
Asian destinations.el is still the most popular. Whilst the USA remains the number one place to go, some European mainstays such as France and the UK are giving
The outlook for European destinations is positive and could be driven by expectations of further depreciation of the Euro.
way to Asian destinations like Japan in 2015. Travellers from Asia Pacific Travellers fr Travellers from Asia Pacific Travellers from Africa and Middle East
27%
Most visited destinations in the past two years Top three destinations by travellers from each region in the past two yearsMost visited destinations 21% 20% 16% 15%Travellers from Asia Pacifc Travellers from Africa and Middle East 13%11% 12%2015 2013 27% 10% 9% 9%
2016 2013Base: (10309) Base: (10009) 21% 20% 6%16% 15% 13%11% 12%10% 9% 9%
6%
Japan Singapore Hong Kong UAE Egypt Turkey Japan Australia USA Turkey Egypt UAE
Travellers from Americas Travellers from AmericasTravellers from Europe Travellers from Europe
Japan Singapore Hong Kong UAE Egypt Turkey Japan Australia USA Turkey Egypt UAE
42%Travellers from Europe Travellers from the AmericasTravellers from Americas Travellers from AmericasTravellers frope Travellers from Europe
27% 42%Italy 22%Turkey 18%
Thailand 17%14% 16%27%Canada 9% 8%
Egypt Malaysia 22%18%JapanKorea 6% 6% 6%17%14%SpainSpain 16%
9%Hong Kong Italy 8%
AustraliaUAE 6% 6% 6%
1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 Spain Italy Greece Turkey USA USA UK France Spain Italy USA USA Canada UK
Base: (12019) Base: (10309) Base: (10009)
DID YOU KNOW? Spain Italy Greece Turkey USA USA UK France Spain Italy USA USA Canada UK
36 Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa Confidential
31 Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa ConfidentialThe environment and types of activities available to travellers are what made
USA, Japan, Hong Kong, UK and Australia the top fve destinations in 2015.
36 Global Travel Intentions Study 2015 – Prepared by Millward Brown
9 Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

USA
Japan
Australia
UK
France
USA
Japan
Hong Kong
UK
Australia
Singapore
France
China
Thailand
USA
UK
France
China
Hong Kong
Singapore
ThailandAfter
The common destination choices were still regional, especially for Asia While Asians are aspiring to travel further to the West in the next 1
travellers. year, America travellers are intending to stay within the region.
After
The common destination choices were still regional, especially for Asia While Asians are aspiring to travel further to the West in the next 1
Top 3 destinations by travellers from each region in the past two years Top 3 destinations by travellers from each region in the next one yeartravellers. year, America travellers are intending to stay within the region.
After
Whilst USA still remains the number 1 place to go, some of the mainstay European destinations have lost some of its glamour, giving way to Tellers from each region in the past two years Tellers from each rearTravellers from Asia Pacific Travellers from Africa and Middle East Travellers from Asia Pacific Travellers from Africa and Middle East
Asian destinations.Future outlook of travel destinations
The outlook for European destinations is positive and could be driven by expectations of further depreciation of the Euro.
European destinations still appear to be popular for future travel. Whilst travellers from Asia aspire to travel further to the West in the future, travellers from the
Travellers from Asia Pacific Travellers fr Travellers from Asia Pacific Travellers fr27%Americas are intending to stay within the region.
Most visited destinations21% 20% 16% 15%Top 10 destinations in the next one year Top three destinations in the next one year13%11% 12%10% 9% 9%27% Travellers from Asia Pacifc Travellers from Africa and Middle East2016 2015 20132016
6%21% 20% 16% 15% 13%11% 12%10% 9% 9%
6%
Japan Singapore Hong Kong UAE Egypt Turkey Japan Australia USA Turkey Egypt UAE
Travellers from Europe Travellers from Americas Travellers from Europe Travellers from Americas
Japan Singapore Hong Kong UAE Egypt Turkey Japan Australia USA Turkey Egypt UAE
The outlook for
42% European destinations
is positive and could be Travellers from Europe Travellers from Americas Travellers from Europe Travellers from AmericasTravellers fr Travellers from the Americas
driven by expectations 27% of further depreciation Italy 42% 22%of the Euro.Turkey18%
Thailand 17%14% 16%
9%Canada 8%27% Egypt Malaysia
6% 6% 6%JapanKorea 22%18% SpainSpain 17%14% 16%Hong Kong Italy9% 8% AustraliaUAE
6% 6% 6%
1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9Spain Italy Greece Turkey USA USA UK France Spain Italy USA USA Canada UK
Base: (12019) Base: (10309) Base: (10009)
Spain Italy Greece Turkey USA USA UK France Spain Italy USA USA Canada UK36 Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa Confidential DID YOU KNOW?
31ravepared by Millward Brown Visa Confidential
Travellers from Russia love to travel to Europe and Middle East countries.
They are also the largest source of tourists for Turkey and Egypt.
Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa Confidential36
10 Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown

USA
Japan
Australia
UK
France
USA
Japan
Hong Kong
UK
Australia
Singapore
France
China
Thailand
USA
UK
France
China
Hong Kong
Singapore
Thailand