Big Data Analysis of Tourism Trends: Hang Seng Bank Travel Insurance and Airbnb Gain Most Attention | Hong Kong Travel Big Data Information Platform Launched
In recent months, Hong Kong has relaxed quarantine measures, switching to the "0+3" arrangement for inbound travelers starting September 26. This change, along with the "Group Entry and Exit" plan for tour groups, further promotes the recovery of the tourism industry. To support local tourism, uMax Data Technology Co., Ltd. used big data analysis to explore tourism trends and hot topics, focusing on travel destinations, travel projects, flight and hotel booking platforms, and travel insurance. The analysis found that discussions about traveling to Japan are a "guaranteed hit," effectively driving public interaction. For travel insurance, Hang Seng Bank's promotions helped it stand out. uMax Data also launched the Hong Kong Travel Big Data Information Platform, providing real-time market focus and practical information from big data, available for free to the public and industry professionals to support Hong Kong's tourism industry.
The Hong Kong Travel Big Data Information Platform aims to help those interested in Hong Kong's tourism development track the latest market trends, understand online hot topics, real-time news, and in-depth industry trends, including opportunities and trends in tourism development, local tourism development analysis, and travel insurance industry trends. The platform also includes statistics on travel search trends and inbound statistics from Google, making it easy for readers to quickly and comprehensively understand Hong Kong's tourism information. Learn more: https://bit.ly/tourism-platform-hk
This analysis focused on network big data from September 26 to November 22, using social listening to analyze Hong Kong netizens' views on the local tourism industry across major social media and online news platforms.
Hang Seng Bank Outperforms Zurich with "Daily Prize Draw" Campaign
uMax Data compared major travel insurance companies and ranked them based on discussion volume. Zurich ranked first, followed by AXA and Blue Cross. However, when considering heat value, Hang Seng Bank, initially ranked eighth in discussion volume, emerged as the top performer. This success was primarily due to the "Daily Prize Draw" campaign, which attracted significant netizen interaction. See the specific rankings below:
Netizens Most Concerned About Coverage and Discounts, "Travel Inconvenience" Has the Highest Discussion Heat
The word cloud shows that the most frequently mentioned words are "coverage" (6,395 times), "discount" (4,557 times), and "plan" (3,512 times).
Among the six common coverage areas, including "personal accident," "COVID-19 related," "travel inconvenience," "general medical and hospitalization," "emergency services," and "travel alerts," we found that posts mentioning personal accidents were the most frequent. Notably, although "travel inconvenience" ranked third in discussion volume, its discussion heat far exceeded other coverage areas by more than twice, indicating that netizens are very concerned about coverage for personal property loss, travel delays, or cancellations.
The Most Discussed Flight and Hotel Booking Platform is Airbnb?
Before the pandemic, mentioning flight and hotel booking platforms would likely bring to mind Trivago and Expedia. However, the analysis revealed that the platform with the highest heat value is Airbnb (34.7%), followed by Trip.com (23.1%) and Agoda (15.7%).
Japan's Announcement of Relaxed Entry Restrictions Leads to a Surge in Travel Discussions
Since Japan announced relaxed entry restrictions on August 31, discussions related to travel on Hong Kong's internet have surged, with daily posts increasing from double digits to triple digits, reflecting the popularity of Japan-related travel topics among Hong Kong residents. From September 26 to November 22, the number of online discussions reached 543,493, with a heat value of 1,112,426. The discussion heat peaked on October 3, mainly driven by a post from U Travel's Facebook page about the latest Hong Kong entry and exit requirements, which received numerous comments from netizens seeking information.
Network Discussions on Tourism Opportunities
Japan is the Most Mentioned and Hottest Travel Destination
We analyzed popular travel destinations among Hong Kong residents and found that the most mentioned places in online discussions were Japan (36.8%), Mainland China (11.4%), and Taiwan (10.8%). The destinations with the highest discussion heat were Japan (40.6%), the United Kingdom (15.2%), and Thailand (8%). Although posts related to the United Kingdom and Thailand ranked fourth and fifth in volume, their discussion heat placed them in the top three, mainly due to discussions about flight discounts.
MeetHK.com and GOtrip Have the Highest Influence
We compared the post volume and heat value of popular travel information websites in Hong Kong and found that MeetHK.com had the highest post volume and interaction, followed by Flyagain.la and Flyday.hk. We noticed that GOtrip's post volume was only 104, but its heat value was impressive (4,475), indicating high influence.
### Sightseeing and Local Cuisine Account for 84% of Travel Discussions | Netizens Love Glamping and Local Cuisine?
Among common travel experiences, including sightseeing, enjoying local cuisine, self-driving tours, network communication, water activities, glamping, outdoor rock climbing, and airport transfers, the most discussed topics were sightseeing and local cuisine, accounting for 47.8% and 36.6% of posts, respectively. The most popular activities were glamping and local cuisine, while network communication had the most negative sentiment, mainly related to WiFi devices.
### Local Travel Items: Cultural Activities and Exhibitions Attract the Most Discussion | Exhibitions and Glamping Have High Positive Sentiment
We compared popular local travel experiences in Hong Kong and found that cultural activities and exhibitions attracted the most discussion, accounting for nearly 80% of posts. Exhibitions had a higher positive sentiment compared to cultural activities, reaching 70%. The higher negative sentiment for cultural activities was mainly related to concerts.
KKday is the Most Discussed Online Travel Experience Platform, with a Local Platform Ranking Second
Traveling is no longer limited to joining tour groups; the free travel model is also very popular. Online travel experience platforms have quickly emerged, combining online and offline elements to help travelers quickly access information and arrange itineraries. Surprisingly, the most discussed platform among Hong Kong netizens is not the local platform Klook, but the Taiwanese platform KKday, accounting for 47.7% of the discussion heat. Analyzing discussions related to KKday during the study period, we found that the highest heat posts were related to recommendations for Christmas and New Year activities and concert ticket promotions by popular media and KOLs.
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Glossary
Heat Value: A composite value based on interaction data from various platforms
Quantity: The specific number of posts, including all main posts and replies
Research Methodology
Survey Dates: September 26, 2021, to November 22, 2022
Data Sources: Online news, Facebook, Instagram, forums, YouTube, blogs in Hong Kong
Number of Data Points: A total of 1,064,376 posts, including main posts and replies.
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