Kate Harden-England1

📍 Expedia Group's study, conducted with Atomik Research, surveyed 4,000 Asian respondents from China, India, Indonesia, Singapore, and Vietnam, revealing preferences of the mass-affluent middle class, projected to be 3.5 billion by 2030. Mass-affluent travellers plan to spend 23% of their income on travel, with 81% prioritizing it despite inflation. On average, they plan four destinations over ten days for international trips, with Indian travellers aiming for 14-day trips. 72% use platforms like Expedia for bookings with 83% having a travel brand’s app installed. Luxury travel is in demand with 93% seeking premium experiences, including airline upgrades (44%), accommodation upgrades (42%), and booking 4- or 5-star hotels (52%). Loyalty programs are popular, with 86% enrolled in one. Cultural understanding concerns exist, with 49% worried about local practices and 34% willing to pay for language support in hotels.