Longing for travel adventures as borders open up

After 2 long years of travel restrictions and closed borders, pent up desires for adventure can finally be fulfilled. In 2020, 217 holiday destinations were impacted by the global pandemic, with 45% implementing total or partial border closures. In the latest report by the UN World Trade Organisation published last year in November, that number had decreased to 46 destinations. Today, most countries have reopened their doors to tourists. 

Even during the pandemic, statistics showed that online searches for resorts and hotels were at an all-time high within the last decade. With less restrictions in place, renewed interests in turning holidays into a reality isn’t surprising. At Insightzclub we asked our panel of consumers what their thoughts were in our latest survey. 

An indication of strong demand

89% of our respondents told us that they were planning a holiday within the next 3 months, with 56% saying they were going to a local holiday destination and 44% looking to travel internationally. 

A longer holiday duration appealed to 44% who said they were going to spend 1 to 2 weeks on vacation. Perhaps because they had saved up annual leave, but the trend suggests that we want to stay longer to make up for missed holiday opportunities.

Consumer confidence in air-travel is also returning, with 56% of our respondents telling us that they choose to travel by airplane. This figure has doubled from our findings in a previous survey conducted last year that revealed only 27% were comfortable with flying. 

Concerns and Considerations for Health & Safety

All of our respondents were either slightly concerned (22%) or very concerned (78%) about their health and safety while travelling. Although this doesn’t seem to deter or prevent holiday makers, instead they have to think about extra considerations and take precautions before booking their trips.

An increase in the time it takes to plan a holiday reveals these additional considerations, with 66% of our respondents saying that they needed at least 3 weeks up to 2 months to plan for their holiday. 

Furthermore, 67% also agreed that travel insurance is “very important” for their holiday. This suggests that consumers are aware of the risks that come with travelling during a pandemic, but are still willing to do it. 

Luxury and Comfort are sought after

There are many reasons for taking a holiday, but there has been a shift towards seeking luxury and comfort. A get-away that pampers consumers is becoming more desirable. 

Our findings seemed to suggest the same with 56% of respondents saying that they were going to stay at 4* or 5* Hotels and only 33% said they were planning to stay at an AirBnB. 

66% said they were prepared to spend a budget of between $2000 and $3000 for their holiday. 

To learn more about consumer behaviour and trends reach out to us.  

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Rising Consumer Confidence Encouraging for Travel Industry Recovery


The pandemic’s upheaval of the global tourism industry has reduced consumer confidence in travel, be it international or domestic. Rapid and widespread vaccination programmes, namely in Malaysia and Singapore, have contributed to a rising demand and trust in travel during the abating COVID-19 pandemic. In a two-part study, InsightzClub investigated changing consumer perception in travel as restrictions were lifted, and travel re-established in South East Asia. 

Lifted Restrictions 

As of October 13th 2021, 66.6% of the Malaysian population are fully vaccinated; those individuals are afforded liberties that unvaccinated individuals are not. Among them is the permission to travel abroad and across state lines without approval from authorities. In InsightzClub’s first study, a minor percentage of participants reported dissent with the exclusive travel rights awarded to fully vaccinated individuals (16%). Those in agreement totalled 66%, indicating that unvaccinated individuals may be dissatisfied with the current restrictions for them. AirAsia, the world’s best low-cost airline announced that they will no longer be boarding unvaccinated passengers. This reflects industry-wide approach to reviving consumer interest in travel, while maintaining high levels of consumer confidence. 

Type of Travel

Domestic is touted to be the reviver of the global industry as individuals are more confident in travelling across state lines, instead of exposing themselves to the risk of contracting the coronavirus or encountering logistical issues while travelling abroad. Participants reported that they were most comfortable, and likely, to travel using private means of travel, (54%) as compared to flying (27%) and bus rides (43%). There may be safety and cost concerns among potential travellers, thus encouraging them to travel using their own means. 

In the second study, participants stated that the first type destination they plan on travelling to would be the beach and/or coastal resorts (52%). The remainder were interested in winter holidays and theme parks, 25% and 17% respectively.  

Consumer Confidence 

As consumers become more confident in the safety measures for the travel and tourism industry, it is highly likely to predict an uptick in demand for travel services. Per the findings in study 1 and 2, consumers are highly informed of the restrictions and travel requirements at 71% and 62% respectively. This is strongly correlated with the high degree of confidence in current measures (55%).Rising travel confidence is further corroborated by analysis indicating that 63% of the participants travelled since the first study.  


It is now more important than ever that travel companies maintain hygienic practices and consumer satisfaction. InsightzClub’s participants reported that cheaper fares, discounts, and special deals would definitely encourage them to start travelling again (69%). Along with the aforementioned evidence, consumers are motivated by perks and safety. 

To know more about consumer behaviour and trends reach out to InsightzClub to know more about our solutions.