JCB's Guide Unlocks Asian Traveller Spending Secrets for European Merchants
JCB has released a strategic guide, 'Asian Traveller Personas: Inspiring European Merchants to Unlock Greater Spend', to help European businesses understand and cater to Asian travellers' spending habits. The guide identifies five distinct personas, each with unique preferences and behaviours.
The guide highlights the Premium Traveller, who appreciates high-quality service and personalised experiences. This persona has shown a significant increase in both physical and online spending. Another notable persona is the Security-Seeking Family Spender, who prioritises safety and convenience. This group saw a 101% YoY increase in physical spend from 2022 to 2023.
The 'Social Deal Hunter', aged 20-40, focuses on flash deals and instant rewards. Originating mainly from China, South Korea, and Thailand, this persona exhibited a 112% YoY growth in online spending. The guide also introduces the Acceptance-Driven Digital Nomad, who values simple and fast transactions, and the Value Gift Hunter, who seeks straightforward gift-buying experiences. The latter two personas have shown significant growth in their respective spending categories.
JCB's Managing Director, Ray Shinzawa, emphasises the importance of understanding Asian consumers' cultural and behavioural aspects for European merchants to capitalise on growth. The guide provides spending triggers and potential barriers for each persona, enabling merchants to adjust their payment processes accordingly.
JCB's strategic guide 'Asian Traveller Personas' offers European merchants valuable insights into the spending habits of travellers from Asia. By understanding and catering to these distinct personas, European businesses can unlock greater spend and capitalise on growth opportunities.
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