Maintaining Asia Pacific's E-Reputation in the Competitive Re-Opening of Global Travel

While uncertainties still dominate in the travel web social conversations, optimism around APAC travel is now perceptible but remains volatile. Travellers’ choice is increasingly driven by trust in destinations, giving social conversations data an extra value for DMOs to consider: organic reputation drivers, vigilance points, sanitary safety conversations, secret places shared and involvement from the public and private sector daily change the reputation face of destination echoed in the social web. TCI/TRAVELSAT provides a new update on the sentiment towards Asia Pacific travel while a fierce global competition is again taking place.

The analysis in this report is based on data sourced from the TRAVELSAT© Sentiment Index, an advanced social listening-based technique applied to travel and destinations. The sentiment reflects the state and dynamic of destinations' e-reputation as expressed through global web social conversation channels at large, i.e. shared by media, consumers, companies, citizens, brands and officials posting and reacting online to facts and opinions in the context of travel and tourism.