Survey: rich Thais want more of less

American Express performed qualitative research through focus groups and individual interviews with affluent consumers engaged in a variety of businesses and professions in order to study high-end consumers' behaviour while travelling.

Vice president Anakkawat Kowathanakul said the research revealed that frequent Thai travellers' expectations are changing. Whether planning a weekend jaunt to Phuket or a week-long expedition to the outer edges of Eastern Europe, first-class air travel, five-star hotels and high-end entertainment are standard expectations. Affluent consumers now want "more" and sometimes that means "less". 

The paper revealed a new definition of "premium" when it comes to travel in the minds of affluent consumers, which is a kind of "give me more of less".

Privacy: instead of crowded and large-scale resorts, consumers prefer more exclusivity and the feeling of "being at home".

"Privacy is very important to me, so I stay at less known, smaller hotels now - I feel more at home at these places," said a male traveller who declined to be named.

"I'm worn out by large hotels and the crowds; it's all just too much. Boutique hotels are like going to your friend's house - comfortable," said one woman.

Flexibility: consumers prefer less structure and packaged excursions and more experiences that cater to their individual lifestyles and schedules.

"A perfect travel experience is something I design myself," said one man. "If I travel, I want to be the one who sets the schedule. I don't want to do things that are pre-arranged. You have to do many things in life you may not want to do. So when you relax, you want it to be your way, not in a box that someone else has created for you."

"I want to travel with my kids because they are still young," said one woman. "When they are older, I think I will want to travel by myself. Depending on which life stage I'm in, my travel desires and expectations will change."

Enrichment: consumers think less of a "typical" destination and more of exploration of different cultures, and "paths less travelled".

"When I travel, I stay in guesthouses so that I can experience the local life," said a male traveller. "I went on a trip where I lived among people who seemed to have no purpose in life but they were happy. I, on the other hand, was working hard, making money but not happy. That trip was a life experience for me. Now I search for more experiences like that."

"I want to experience more of nature and culture, to see other ways of life," said another man. "Like I'd like to go to Alaska and play golf at midnight because there is still light at midnight there."

"Uber-service": consumers look forward less to "standard" service and more to "pleasantly surprised" exceptional service throughout their travel itinerary, from transportation to lodging and dining to entertainment.

"Luxury is about convenience and comfort, not a fancy place, but a place where you feel good physically and emotionally," said one woman. "Service should not be 'hardwired' like lighting in a place. It's more about personal care."

"I arrived at my destination airport and I planned to take a cab to the hotel," said one man. "But, surprise, there was a limo waiting for me. And I received a text message welcoming me to the country. I was really impressed. It was a small nod, a small thank you that said a lot."

The "give me more of less" mindset is also broadening the definition of premium travel and offers new opportunities for travel providers to distinguish themselves with Thailand's affluent travellers.