Rising interest from long-haul travellers paints positive picture for the country’s tourism industry.
A STUDY by TripAdvisor, the world’s largest travel site, reveals the largest and fastest growing markets showing interest in visiting Malaysian holiday destinations. The study shows that Malaysia continues to be a favourite destination amongst international travellers, particularly long-haul travellers from North America and Europe. The study examines those markets in which travellers have shown the largest increase in year-on-year interest in Malaysian properties.
The study reveals good news for Malaysian hospitality businesses – travellers from long-haul markets are clearly becoming more interested in Malaysia as a destination. The United States, Canada, the Netherlands and Germany represent four of the most significant markets when it comes to increased interest from travellers looking at Malaysian accommodations. These markets, therefore, represent increasingly important sources of business for Malaysian hospitality industry.
Top 10 markets with biggest increase in traveller interest for Malaysian accommodations:
(Showing year-on-year growth)
1. United States 26.9%
2. Canada 26.2%
3. The Netherlands 19.6%
4. Germany 11.8%
5. Saudi Arabia 6.6%
6. Japan 5.8%
7. India 2.8%
8. Spain 1.3%
9. Philippines 1.3%
10. Australia 0.1%
Top 10 markets for Malaysian accommodations in terms of overall traffic:
4. United States
5. United Kingdom
The top reviewer markets for Malaysian accommodations on TripAdvisor are consistent with those researching Malaysian accommodations on the site. Travellers from Malaysia, Australia, the United Kingdom, Singapore and the United States, have contributed the most number of reviews on Malaysian accommodations in the past year.
A closer look at the average TripAdvisor review ratings given to Malaysian accommodations by the top reviewer markets uncovers some interesting insight – that Malaysians are their own toughest critic.
In 2013, travellers from Malaysia gave accommodations in their own country an average TripAdvisor review rating of 3.64 (out of a possible 5), compared to the 3.88 average global review rating
for Malaysian accommodations. In contrast, Russia travellers are the most satisfied guests, giving Indonesian accommodations an average TripAdvisor review rating of 4.20.
The TripAdvisor study shows that while Kuala Lumpur, Langkawi and Kota Kinabalu are the top three most searched Malaysian destinations by TripAdvisor travellers in the past year, accommodations in these destinations do not necessarily commend the highest average review ratings. Out of the top 10 most popular Malaysian destinations, accommodations in Pantai Cenang (4.21), Batu Ferringhi (4.12) and Georgetown (4.08) are given the highest average TripAdvisor review ratings.
Top 10 Malaysian destinations for international travellers and their average TripAdvisor accommodation review ratings:
Average accommodation review rating (on a scale of 1-5)
1. Kuala Lumpur, Wilayah Persekutuan
2. Langkawi, Kedah
3. Kota Kinabalu, Sabah
4. Johor Bahru, Johor
5. Georgetown, Penang
7. Batu Ferringhi, Penang
8. Pantai Cenang, Kedah
9. Penang Island, Penang
10. Pulau Tioman, Pahang
“It’s good news that accommodations in Malaysia are already highly regarded by TripAdvisor travellers. The results of this study further provide valuable insights for Malaysian accommodation owners looking to define potential target markets for their marketing and business planning,” said Aaron Hung, Director of Partnerships, APAC, TripAdvisor.