The readers’ survey, the second such survey undertaken since the launch of the magazine in 2001, was conducted when the February-March issue was published and was developed with the objective of obtaining feedback that would help the magazine to improve its content and quality and assist in planning content for future editions but also contained some questions on readers’ preferred destinations in the region.

Of the total number of respondents to the survey, 27 per cent came from Singapore, 22 per cent from Indonesia, 14 per cent each from Hong Kong and Malaysia, 8 per cent from Australia and New Zealand, two per cent from the Philippines and 11 per cent from other countries.

• 53 per cent of the 891 respondents were ‘very interested’ in Thailand and 34 per cent were ‘interested’ for a combined total ‘interest factor’ (very interested and interested) of 87 per cent.
  
  
• 46 per cent of readers were ‘very interested’ in Indonesia/Bali and 34 per cent were ‘interested’ for a combined interest factor of 80 per cent.
  
  
• 44 per cent were ‘very interested’ in Australia/New Zealand and 40 per cent were ‘interested’ giving a combined interest factor of 84 per cent, slightly ahead of the combined factor for Indonesia/Bali.

Readers were also ‘very interested’ or ‘interested’ in the islands of the Indian Ocean (a 72 per cent combined interest factor), Vietnam (73 per cent), the Pacific Islands (71 per cent) and China (71 per cent).

They were followed, in order, by: Japan, Myanmar/Cambodia, Turkey, India, Malaysia, Hong Kong, Sri Lanka, the Middle East, Singapore and the Philippines.

Based on an analysis of the responses, DestinAsian indicates that there was no sign of bias in the survey on country appeal, with readers clearly interested in travel destinations in the region other than their own.

The DestinAsian poll also revealed that those who responded to the travel and lifestyle magazine survey are well educated, predominantly high income earners, in their own business, or work at a senior executive level, travel first or business, stay in five star hotels and carry a premium credit card. Almost one in three DestinAsian readers are in top management (CEO, Chairman, VP, Director, Owner), two in five (39 per cent) are professionals or managers and one in six at other executive or supervisory level.

The average age of respondents was 36 years and their average income was US$87,000, with salaries ranging from US$75,000 to $200,000 plus. Some 25 per cent carried Platinum, Centurion or Black credit cards, 62 per cent Gold and 30 per cent Silver or Classic cards.

Survey results confirmed that business travellers enjoy a ‘relaxing read while on the road’. Eighty two per cent of the readers kept the magazine for future reference.

Other questions in the survey showed an even gender split in readership (53 per cent male and 47 per cent female) and a fairly even distribution across all age groups, although with something of a bias towards younger readers.

Only four per cent of readers were under 25. 45 per cent were between 25 and 34 years. A further 30 per cent were aged between 35 and 44 years, nine per cent between 45 and 49 years and 12 per cent were over 55 years.

As far as airline travel is concerned, 48 per cent flew Business or First when travelling on business last year and 47 per cent stayed at five star hotels when on business and 25 per cent on leisure.

A further 31 per cent stayed at four-star establishments when on business and 27 per cent on leisure. While only 3 per cent stayed at boutique hotels when on business, some 20 per cent did when they were travelling for leisure.

Similarly only one per cent stayed at a Spa Resort when travelling on leisure, but 11 per cent did when they were travelling for pleasure. Most stayed at top name hotels when travelling for business or leisure. A large proportion of the readers preferred small and exclusive resorts when on holidays.

In 2004, DestinAsian received the top honour of ‘Excellence in Magazines’ from the Society of Publishers in Asia (SOPA) for publications in the small, English-language category, as well as an award for Excellence in Feature Writing (for Douglas Rogers’ story on Sri Lanka in our August/September 2003 issue).

Web site: www.destinasian.com