The 4 types of Malaysian travellers: Mindshare

Mindshare recently set out on a segmentation exercise and identified four consumer clusters around Malaysian travellers. Using GroupM’s proprietary research tool 3D, it measures three aspects of the marketplace – consumer relationship with brands, attitudes and lifestyle of consumers and media behaviour. According to Dheeraj Raina, head of strategic planning at Mindshare Malaysia: “Despite consumer confidence being low over the past two years, we noticed an upswing in the travel intent of the Malaysian consumers. When we deep dived into the inherent motivations behind traveling, four distinctive segments emerged. While Faith tourism is at a nascent stage right now, it will be the segment to watch out for in future."