MALDIVES VISITOR SURVEY - September 2017 - Ministry of Tourism 2017
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MALDIVES VISITOR SURVEY
September 2017
PHOTO: WWW.HOTELS.COM/CENTARA GRAND ISLAND & RESORT SPA
© Ministry of Tourism 2017 www.tourism.gov.mv
CONTENTS INTRODUCTION 3 HOTEL TRANSFER 55 SUMMARY OF KEY FINDINGS 4 STAY IN THE MALDIVES 59 DESTINATION PROFILE 10 DINING IN THE MALDIVES 65 VISITOR PROFILE 25 ACTIVITIES & ATTRACTIONS 72 PLANNING & BOOKING 35 VISITOR SATISFACTION. 77 ON ARRIVAL EXPERIENCE 50 CONCLUSIONS 84
INTRODUCTION
This is the report of the Maldives Visitor Survey (MVS) conducted in September 2017 by the Ministry of Tourism, Government of the Maldives. This is
the 10th report in the MVS series conducted biannually since 2013. MVS surveys were also undertaken in 2012, 2011, 2008, 2004, and 1999.
MVS presents the profile of International visitors to the Maldives and their opinions about the holiday experience in the Maldives. The September 2017
survey captures the views of the international visitors to the Maldives during the off-peak tourist season of 2017.
The survey was carried out as an exit survey and was conducted at the International Departure Terminal of the Velana International Airport in Hulhule
island. The survey was conducted between 05 and 17 September 2017.
3
SUMMARY OF KEY FINDINGS
Beach (70%), underwater beauty (57%) and peacefulness (46%) were the most important motivating factors identified by international visitors to the
Maldives during September 2017. Small islands (37%), uniqueness (37%), and weather (34%) were the other important factors for choosing the
Maldives. International visitors described the Maldives as ‘beautiful’, ‘peaceful’ and ‘paradise’
Rest and relaxation (40%) and honeymoon (35%) were the two most important purposes of visit for international visitors to the Maldives. There are
more honeymooners visiting the Maldives during the off-peak season than the peak months of December to March. About 14% visited the Maldives for
diving and snorkeling.
About 46% of the respondents spent between US$ 1000 and US$ 5000 in the Maldives, while 32% spent between US$ 5001 and US$ 10,000.
The highest number of visitors to the Maldives during the September 2017 survey were in the age group between 25 to 34 years (56%). About 17% of
visitors belonged to the 35-44 years age category.
Repeat visitors constituted 19% of the international visitors to the Maldives during the off peak tourist season of 2017. Of the repeat visitors, 15% had
visited the Maldives more than 2 to 5 times, while 2% had visited 6 to 10 times and 2% had visited more than 10 times. About 44% of visitors from
Switzerland in September 2017 Survey were repeat visitors, while 38% of visitors from Russia were repeat visitors. About 30% of visitors from
Germany, Japan and Italy also had visited the Maldives before.
4
SUMMARY OF KEY FINDINGS
About 75% of the visitors to the Maldives in September 2017 stayed in resort islands of Maldives. Almost 22% of visitors stayed in hotels or
guesthouses in Male’ region or other inhabited islands. About 3% stayed in boats/safari vessels.
About 56% of visitors who stayed in resorts stayed between 4-7 nights, while 16% stayed between 8-11 nights. Of the international visitors who stayed
in hotels/guesthouses in Male’ region about 64% stayed for less than four nights.
More than 80% of the visitors travelled with their partners (54%) or family (30%) to the Maldives. About 8% traveled with friends, while 5% travelled
alone to the Maldives. Seasonal trends show more visitors travel with family during peak tourist season of Maldives, while more visitors travel with
partner during the off-peak season of Maldives.
Most important sources of information about the Maldives was internet (65%), followed by word of mouth (46%). About 26% of the visitors to the
Maldives found out about the Maldives through travel agents. Internet as a source of information continues to grow in importance over the last 7 years.
About 28% of visitors to the Maldives booked their holiday 1-2 months in advance while 23% of the visitors booked 3-5 months and 13% booked 6-12
months in advance. About 18% of the visitors booked their holiday within 2-4 weeks prior to travel to the Maldives.
5
SUMMARY OF KEY FINDINGS
Most international visitors to the Maldives booked their flights via a travel agent (44%). About 39% visitors made their airline booking online; via airline
directly (25%) or via flight search websites (14%).
Almost half of the International visitors booked their accommodation in the Maldives via Online Travel Agents (OTA) (49%). About 16% of visitors
booked online via the resort or hotel website. In contrast, 28% of tourists physically visited a travel agency to book their accommodation. Bookings
made by visits to a travel agency were most common amongst Italian (59%) visitors, while 41% Japanese also booked via a travel agency.
The most popular OTA used by International visitors to the Maldives is booking.com (25.8%). Other popular OTAs used by visitors to the Maldives
include Agoda (9.1%), cTrip (7.4%), HolidayCheck (6.7%) and Expedia (6.5%).
About half of the International visitors (46%) had to wait for less than half an hour at the airport before their hotel transfer, while about 23% of visitors
stayed between 30 minutes to 1 hour at the airport. Waiting time at airport was shortest for hotel transfers via speedboat. For almost 71% of visitors, it
took less than one hour to reach their place of stay from Velana International Airport. For 22% it took 1-2 hours, for 4% it took 3-4 hours and for 3% of
visitors it took 5 hours or more to reach their place of stay.
About 47% of the respondents in September 2017 survey reached their place of stay via speedboat transfers from the airport, while 33% travelled by
seaplane and 17% by domestic flights.
6SUMMARY OF KEY FINDINGS
Quality aspects of hotel transfer were ranked excellent or very good by most visitors. Information briefing was rated the weakest when compared with
other hotel quality indicators. The price charged for domestic flights was considered value for money by 62% of international visitors, while 59% who
travelled via speedboats and 50% of those who travelled by Seaplane considered prices were value for money.
International visitors who stayed on resort islands rated room and guest services the highest, followed closely by management, cleanliness and public
areas. The lowest rating was given for in-room entertainment
More then 45% of the visitors to the Maldives during the off-peak season of 2017 visited the whale shark point in Ari Atoll while about 30% visited Baa
Atoll Biosphere Reserve. Furthermore, about 27% visited inhabited islands for local experience and 26% visited the cultural and heritage sites in
Male’.
Of the different meal plan options, ‘all inclusive’ was preferred by 43% of visitors followed by ‘full board’ (23%) and ‘half board’ (19%). Room only was
the least preferred with 2% of visitors choosing the option. About 84% of visitors who stayed in resort islands rated dining experience to be excellent or
very good while 76% of those who stayed in hotels/guesthouses/safari vessels rated dining experience to be excellent or very good.
All activities except shopping were perceived be excellent or very good by most international visitors who stayed on resort islands. Diving and
snorkeling were rated highest by international visitors to resorts, Of the visitors who stayed in hotels/guesthouses/safari vessels, snorkeling (58%) was
rated highest, followed by diving (55%) and dolphin watching (48%), while shopping (28%) was rated the lowest.
7SUMMARY OF KEY FINDINGS
The highest ranked activities in the Maldives are snorkelling, diving, and sight seeing. More than 80% of respondents ranked these activities as either
‘excellent’ or ‘very good’. Whale shark watching in Ari Atoll and Biosphere Reserve in Baa Atoll are the two most popular places visited in the
Maldives.
Of those who had visited a similar destination, beaches of Maldives were ranked higher by 60% visitors while 55% ranked underwater beauty higher.
55% of visitors also ranked privacy in the Maldives higher and 45% visitors who had visited a similar destination ranked resorts and hotels of Maldives
higher.
Nine out of ten visitors from all nationalities expressed being satisfied with their visit to Maldives. About 90% of visitors expressed their intention to
visit again.
It is noteworthy that 98% of international visitors to the Maldives said they would recommend the Maldives to others for holiday.
8
1Chinese
20% RESPONDENT
NATIONALITIES
27%
German
British
Middle Eastern
Indian
Italian 10% NATIONALITY TARGETS FOR THE SURVEY WERE SELECTED
Russian BASED ON PAST TOP 10 INBOUND MARKETS TO MALDIVES
1%
Japanese 3%
French The top 10 inbound markets to the Maldives were used as the key targets
3%
American
9% for the survey. China has been the leading inbound market to the Maldives
Swiss 5%
Other for the past 5 years. Chinese visitors averaged 27.6% of total arrivals over
5%
8% the last 5 years. Although South Korea is among the top 10 in bound
5% 5%
markets, it was not possible to get the minimum required amount of Korean
forms for analysis. Visitor responses from the United States and the Middle
Figure 1: Respondent nationalities
East were used in the analysis of results as they are identified as markets
of growing importance.
9DESTINATION
PHOTO: WWW.CHEAPFLIGHTSLAB.COM
PROFILE70% 70%
60%
57%
50%
MOTIVATION TO VISIT
Percentage (%)
46%
40%
37% 37%
34%
30%
29% 29%
20%
BEACH AND UNDERWATER BEAUTY WERE THE TOP
10% MOTIVATORS TO VISIT THE MALDIVES
4%
0% Beaches, underwater beauty and peacefulness were the most important
Weather
Beach
Privacy
Underwater beauty
Peacefulness
Small islands
Uniqueness
Other
Reputation/Well-known
motivating factors, identified by international visitors, to visit the Maldives
during September 2017. Visitors were motivated by beaches (70%),
underwater beauty (57%), and peacefulness (46%). Small islands (37%),
uniqueness (37%), and weather (34%) were also identified as key
motivators to visit the Maldives
Figure 2: Motivation to visit Note: percentages will not add to 100% as one person can choose multiple answers
11Beach Weather Underwater beauty Uniqueness
Peacefulness Small islands
100%
MOTIVATION BY 80%
NATIONALITY
Percentage (%)
60%
BEACH, UNDERWATER BEAUTY AND PEACEFULNESS WERE
40%
KEY MOTIVATING FACTORS FOR VISITORS FROM DIFFERENT
NATIONALITIES
For almost all nationalities, the key motivating factor for choosing Maldives 20%
was the beach. French (85%), Middle Eastern (82%), German (80%),
Russian (71%), British (70%), Indian (68%), Chinese (67%), American
0%
French
German
British
Swiss
Middle Eastern
Russian
Chinese
American
Japanese
Indian
Italian
(67%) and Italian (65%) visitors chose beach as the key motivating factor
for choosing the Maldives. However, visitors from Japan (81%) and
Switzerland (76%) chose underwater beauty as their key motivating factor
for choosing the Maldives.
Figure 3: Motivator trends
Note: percentages will not add to 100% as one person can choose multiple answers
12Beach Underwater beauty Uniqueness
Weather Reputation/well-known Peacefulness
Privacy Small islands
70%
MOTIVATOR TRENDS 60%
50%
Percentage (%)
40%
NATURAL BEAUTY OF THE MALDIVES MOTIVATES VISITORS TO 30%
COME TO THE MALDIVES
20%
Timeline analysis shows that beaches and underwater beauty of the
Maldives have been rated the top motivating factors for the past four years. 10%
0%
Feb-14
Jun-14
Feb-15
Sep-15
Feb-16
Sep-16
Feb-17
Sep-17
Survey period
Figure 4: Motivator trends
132%1%1%
2%
3%
Rest & Relaxation
Honeymoon
6% PURPOSE OF VISIT
Snorkeling
Diving 8% 40%
Birthday celebration
Health & Wellness
Incentive visit
Wedding REST AND RELAXATION & HONEYMOON WERE THE MAIN
PURPOSES OF VISIT
Business conference
Fishing
Rest and relaxation (40%) and honeymoon (35%) were the two most
common purposes for visiting the Maldives. Of the international visitors,
35%
8% travelled to the Maldives for snorkelling and 6% travelled for diving.
Figure 5: Purpose of visit
14Middle Eastern 61% 28% 2%1%
2%
Swiss 52% 8% 15% 23%
PURPOSE BY Russian
American
49%
48%
25% 5% 11% 1%
37% 4% 2%2%
NATIONALITY Italian
Chinese
42%
41%
26% 7% 16% 4%
47% 3% 4% 1%
German 41% 20% 10% 23% 4%
Indian 35% 40% 2% 5% 4%
HONEYMOON WAS MAIN PURPOSE FOR BRITISH, JAPANESE, French 33% 41% 5% 5% 5%
CHINESE & INDIAN VISITORS
Japanese 33% 47% 12% 4% 1%
British 31% 52% 5% 4% 2%
Rest and relaxation was the main purpose for visiting the Maldives for
0% 25% 50% 75% 100%
Middle Eastern (61%), Russian (49%) and American (48%) visitors in
September 2017. In contrast, honeymoon was the main purpose of visit for
Rest & Relaxation Honeymoon Diving Snorkeling
British (52%), Japanese (47%), Chinese (47%) and Indian (40%) visitors. Health & Wellness Birthday celebration Business conference Wedding
Swiss (15%) and Japanese (12%) visited the Maldives for diving in
September 2017. Swiss (15%), Japanese (12%) and Germans (10%) are
Figure 6: Purpose by nationality
the major contributors to the diving segment.
Note: percentages will not add to 100% as one person can choose multiple answers
15Rest & relaxation Honeymoon Snorkeling Diving
Health & Wellness Surfing
70%
PURPOSE OF VISIT 60%
TRENDS 50%
Percentage (%)
40%
30%
MORE VISITORS TRAVEL FOR HONEYMOON DURING THE OFF-
PEAK TOURIST SEASON
20%
Timeline analysis shows seasonal differences. Rest and relaxation is the
10%
main reason for visiting during the peak tourist season while more
honeymooners visit during the off-peak season. 0%
Feb-14
Jun-14
Feb-15
Sep-15
Feb-16
Sep-16
Feb-17
Sep-17
Survey period
Figure 7: Purpose of visit trends
164%
10%
8%
VISITOR
EXPENDITURE
20,0001 46%
Almost 46% of visitors in September 2017 spent between US$ 1000 and
US$ 5000 in the Maldives, while 32% spent between US$ 5001 and US$
10,000.
Figure 8: Visitor expenditure
1724%
TRAVEL PACKAGE
Yes
No
ALMOST A QUARTER OF THE VISITORS TRAVELLED ON A
TRAVEL PACKAGE
The travel package varies for different visitors depending on their choices.
76%
Most visitors who paid for a tour package paid for a 2 person tour package.
Figure 9: Travel package
1830%
29%
25%
ITEMS INCLUDED IN 20%
Percentage (%)
19%
TRAVEL PACKAGE
10% 11%
TRAVEL PACKAGES VARY ACCORDING TO THE NEEDS OF THE 9%
VISITORS
6%
Travel packages include different items based on the needs of different 3%
visitors. However, most ‘All Inclusive’ travel packages consisted of Airfare, 0%
Airfare
Accommodation/Hotel
Food and Beverage
Domestic Travel
Activities and Entertainment
Tours and Excursions
Cruise
Accommodation, Food and Beverage, Domestic Travel, Activities and
Entertainment Tours, and Excursions and Cruises.
Figure 10: Items included in travel package
1960%
56%
50%
40%
Percentage (%)
RESPONDENT AGE
GROUP 30%
20%
17%
MOST VISITORS FOR THE SURVEY WERE BETWEEN THE AGES
25-34 YEARS
10% 10%
11%
The highest number of visitors to the Maldives during the September 2017 5%
1%
survey were in the age group between 25 and 34 years. 56% of the 0%
18-24 years 25-34 years 35-44 years 45-54 years 55-64 years > 65 years
respondents said they were in this age group.
age group
Figure 11: Respondent age group
20Chinese 9% 72% 14% 3%1%
AGE GROUP BY Middle Eastern 13% 66% 15% 6%
NATIONALITY Indian
French
6%
9%
71%
68%
12%
9% 5%
7% 1%
7%
American 8% 58% 16% 14% 4%
British 10% 54% 12% 12% 11%
Swiss 14% 46% 14% 21% 4%
VISITOR AGE GROUPS VARIED ACROSS NATIONALITIES
Japanese 4% 56% 19% 12% 7%
Russian 13% 46% 27% 11% 2%
International visitors aged between 25 and 34 were highest from China
(72%), India (71%) and France (68%). Visitors aged between 35 and 44 Italian 8% 44% 21% 20% 6%
were highest from Russia (27%), followed by Italy (21%). Visitors aged German 11% 40% 19% 23% 7%
between 45 and 54 years were highest from Germany (23%) and Italy 0% 25% 50% 75% 100%
(20%).
18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years > 65 years
Figure 12: Age group by nationality
2118-24 years 25-34 years 35-44 years 45-54 years
55-64 years 65 years and older
60%
AGE GROUP TRENDS 50%
Percentage (%)
40%
30%
VISITOR AGE GROUPS VARY ACROSS NATIONALITIES
20%
Timeline analysis shows International visitors in the 25-34 year age group 10%
are the most common age group of visitors to the Maldives. Seasonal
trends show the number of visitors over the age of 35 is higher during the 0%
Feb-14
Jun-14
Feb-15
Sep-15
Feb-16
Sep-16
Feb-17
Sep-17
peak tourist season , while visitors below the age of 35 are higher during
the off peak season.
Survey period
Figure 13: Age group trends
22Beautiful
PERCEPTION ABOUT Peaceful
MALDIVES
Paradise
‘BEAUTIFUL’ WAS THE MOST POPULAR WORD USED TO
DESCRIBE THE MALDIVES Marine Life
International visitors described the Maldives as ‘beautiful’, ‘peaceful’ and
Privacy
‘paradise’. Visitors also associated the Maldives with the beach and marine
Beach
environment. Dream
Snorkeling
Diving
PHOTO: WWW.TUMBLR.COM
Weather
Honeymoon
2330%
27%
22%
MOST LIKED ABOUT 20%
Percentage (%)
THE MALDIVES 16%
10%
BEACH AND MARINE LIFE WERE THE MOST LIKED ASPECTS
9%
ABOUT THE MALDIVES 8%
6%
The natural beauty of the Maldives (65%) is the main attraction for tourists
4%
who visit the Maldives. A quarter of the visitors to the Maldives stated the 3% 3%
2% 1% 1%
beach (27%) as their most liked aspect about the Maldives. 22% of the 0%
Weather
Beach
Marine life
Privacy
People/staff
Island
Activities
Others
Accommodation
Food/drink
Diving/snorkeling
Cleanliness
visitors stated marine life, followed by diving/snorkelling (16%) as their
most liked aspect about the Maldives.
Note: percentages will not add to 100% as one person can choose multiple answers
Figure 14: Most liked about The Maldives
24VISITOR PROFILE PHOTO: WWW.SHERATONMALDIVES.COM
2% 2%
15%
REPEAT VISITORS
First time
2 - 5 times
6 - 10 times 19% OF THE VISITORS WERE REPEAT VISITORS
> 10 times
Repeat visitors constituted 19% of the respondents to the Maldives during
the off peak tourist season of 2017. Of the repeat visitors, 15% had visited
81%
the Maldives more than 2 to 5 times, while 2% had visited 6 to 10 times
and 2% had visited more than 10 times.
Figure 15: Repeat visitors
26American 96% 4%
REPEAT VISITORS BY French 88% 10% 2%
NATIONALITY
Chinese 87% 13%
Middle Eastern 85% 14% 1%
Indian 84% 11% 2%
3%
British 82% 14% 2%
2%
Italian 70% 20% 5% 5%
REPEAT VISITORS WERE HIGHEST FROM SWITZERLAND
Japanese 70% 22% 3% 5%
German 69% 24% 3%4%
Survey results from September 2017 show repeat visitors were highest
from Switzerland and Russia. About 44% of visitors from Switzerland were Russian 62% 29% 5% 4%
repeat visitors, while 38% of visitors from Russia were repeat visitors. Swiss 56% 38% 3%3%
About 30% of visitors from Germany, Japan and Italy had also visited the 0% 25% 50% 75% 100%
Maldives before. Almost 9% of visitors from Russia and 9% of visitors from
First time 2 - 5 times 6 - 10 times > 10 times
Italy had visited the Maldive more than 6 times.
Figure 16: Repeat visitors by nationality
27First time 2-5 times 6-10 times > 10 times
90%
REPEAT VISITOR 80%
70%
TRENDS
Percentage (%)
60%
50%
40%
REPEAT VISITORS VISIT MORE DURING THE PEAK TOURIST
SEASON 30%
20%
Repeat visitor trends show that more repeat visitors to the Maldives visit
during the peak tourist season. 10%
0%
Feb-14
Jun-14
Feb-15
Sep-15
Feb-16
Sep-16
Feb-17
Sep-17
Survey period
Figure 17: Repeat visitor trends
28NUMBER OF NIGHTS Resorts 22% 56% 16% 5% 1%
SPENT IN THE
MALDIVES Inhabited islands 44% 44% 11%
VISITORS TO RESORTS SPENT MORE NIGHTS IN THEIR PLACE
OF STAY
Survey results show that 78% of international visitors who stayed in resorts
Male'/Hulhumale'/Vilimale' 64% 27% 9%
stayed for 4 nights or more. Of them, about 56% of the visitors who stayed
between 4 and 7 nights, while 16% stayed between 8 and 11 nights. Of the
international visitors who stayed in hotels/guesthouses in inhabited islands, 0% 25% 50% 75% 100%
66% stayed for 4 nights or more, while 36% of those who stayed in hotels/
1-3 4-7 8 - 11 12 - 15 > 15
guesthouses in the Male’ region stayed for 4 nights or more.
Figure 18: Number of nights spent in The Maldives
293% 1%
PLACE OF STAY
12%
Resort Island 10%
Male'/Hulhumale'/Vilimale'
Inhabited island
Boat/Safari vessel
Other THE MOST POPULAR STAY AMONGST VISITORS WAS RESORTS
In September 2017, about 75% of visitors stayed in resort islands of the
75% Maldives. Almost 22% of visitors stayed in hotels or guesthouses in the
Male’ region or other inhabited islands. About 3% stayed in boats/safari
vessels.
Figure 19: Place of stay
30PLACE OF STAY BY Japanese
Swiss 87%
96% 2%
8% 5%
2%
NATIONALITY British
German
87%
87%
11% 2%
10% 3%
Middle Eastern 84% 16%
French 83% 14% 3%
STAY IN RESORT ISLANDS WAS THE MOST POPULAR OPTION
Chinese 82% 16% 2%
AMONGST VISITORS FROM ALL NATIONALITIES
Indian 80% 19% 1%
Survey results from September 2017 show that 92% of visitors from Japan Russian 67% 30% 3%
stayed in resort islands. Likewise, almost 87% of visitors from Switzerland, American 66% 30% 4%
Britain and Germany also stayed in resort islands. Hotel/guesthouse stay Italian 58% 28% 14%
was most common amongst visitors from Russia (30%), the United States 0% 25% 50% 75% 100%
(30%) and Italy (28%). Furthermore, 14% of Italians also stayed in boats/
Resort island Guest house Boat / Safari
safari vessels.
Figure 20: Place of stay by nationalities
312%
5%
8%
TRAVEL COMPANION
Partner
Family
Friends
55%
Traveled alone AN OVERWHELMING MAJORITY TRAVELLED TO MALDIVES
Business/Work associates 30% WITH PARTNER OR FAMILY
Study/Student group
More than 80% of visitors travelled with their partners (54%) or family
(30%) to the Maldives. About 8% traveled with friends, while 5% travelled
alone to the Maldives.
Figure 21: Travel companion
32TRAVEL COMPANION British
Swiss 66% 7%
78% 13% 5% 3%1%
17% 10%
BY NATIONALITY French
Chinese 63%
68% 10% 15% 5% 2%
23% 2% 7% 5%
Middle Eastern 58% 37% 5%
American 58% 25% 9% 8%
MORE THAN 60% OF RUSSIANS AND JAPANESE VISITORS
Indian 57% 18% 11% 9% 5%
TRAVELED WITH FAMILY TO THE MALDIVES
German 55% 32% 7% 6%
The majority of visitors from all nationalities, except Japan, Russia and Italian 37% 51% 8% 4%
Italy, travelled with their partner. About 67% of Japanese, 62% of Russian Russian 19% 62% 6% 9% 4%
and 51% of Italian visitors travelled to the Maldives with their families. Japanese 14% 67% 9% 10%
Among all nationalities, Swiss visitors travelled alone the most (17%) 0% 25% 50% 75% 100%
during September 2017.
Partner Family Traveled alone Friends Business/Work associates
Figure 22: Travel companion by nationality
33Partner Family Friends Travelled alone
Business/work associates
70%
TRAVEL COMPANION 60%
TRENDS 50%
Percentage (%)
40%
30%
MORE VISITORS TRAVEL WITH PARTNERS DURING THE
OFF-PEAK SEASON
20%
Timeline analysis, from past seven years, shows that most International
10%
visitors travel with their partner or family to the Maldives. Seasonal trends
show more visitors travel with family during peak tourist season, while 0%
2011
Oct-12
Oct-13
Feb-14
Jun-14
Feb-15
Sep-15
Feb-16
Sep-16
Feb-17
Sep-17
more visitors travel with partner during the off-peak season.
Survey period
Figure 23: Travel companion trends
34PLANNING &
PHOTO: WWW.HOTELS.COM/CENTARA GRAND ISLAND & RESORT SPA
1
BOOKING70%
65%
60%
50%
SOURCE OF
Percentage (%)
46%
40%
30%
INFORMATION
26%
20%
18% 17% ONE THIRD VISITORS FOUND OUT ABOUT THE MALDIVES
10% THROUGH INTERNET
10%
8%
5% 5% 2% 2%
0% Most important sources of information about the Maldives were the internet
Internet
Word of mouth
TV
Radio
Travel agent
Magazines
Visited Maldives before
Outdoor advertising
Newspaper
Fairs/Exhibition
Guidebook
(65%), followed by word of mouth (46%). About 26% of visitors found out
about the Maldives through travel agents.
Note: percentages will not add to 100% as one person can choose multiple answers
Figure 24: Source of information
36Internet Word of Mouth Travel Agent Magazines
TV Guidebook Visited Maldives before
SOURCE OF INFO. BY 100%
NATIONALITY 80%
Percentage (%)
60%
INTERNET AND WORD OF MOUTH WERE THE KEY SOURCES OF
INFORMATION FOR VISITORS FROM DIFFERENT
NATIONALITIES
40%
For almost all nationalities, the primary source of information about the
Maldives was through internet. French (75%), Middle Eastern (74%),
Japanese (74%), American (70%), German (67%), Swiss (66%), Chinese 20%
(63%), Russian (63%), Indian (60%) and Italian (44%) visitors stated
internet as their primary source of information about the Maldives. 0%
British
French
German
Swiss
Chinese
Russian
American
Japanese
Middle Eastern
Italian
Indian
However, for visitors from Britain (59%), the primary source of information
was word of mouth. Word of mouth as a key source of information was also
popular amongst French (62%), American (56%), Chinese (57%) and
Indian (48%) visitors.
Figure 25: Motivator trends
Note: percentages will not add to 100% as one person can choose multiple answers
37Internet Word of mouth Travel agent
Magazines TV Guidebook
Visited Maldives before
70%
SOURCE OF INFO. 60%
TRENDS 50%
Percentage (%)
40%
30%
INTERNET AND WORD OF MOUTH ARE THE KEY SOURCES OF
INFORMATION ABOUT THE MALDIVES
20%
Timeline analysis shows the internet as a main source of information
10%
growing in importance over the years.
0%
Feb-14
Jun-14
Feb-15
Sep-15
Feb-16
Sep-16
Feb-17
Sep-17
Survey period
Figure 26: Source of information trends
38BOOKING PERIOD
2%
9%
13%
8%
< 1 week
1 Week
2-4 Weeks
23% MOST VISITORS BOOKED THEIR HOLIDAY TO THE MALDIVES
1-2 Months 18%
UNDER TWO MONTHS PRIOR TO VISITING
3-5 Months
6-12 Months About one third of visitors to the Maldives booked their holiday 1-2 months
> 1 year
in advance. Almost 23% of the visitors booked 3-5 months in advance while
13% booked 6-12 months in advance. About 18% of visitors booked their
holiday 2-4 weeks prior to travel.
28%
Figure 27: Booking period
39< 1 week before travel 1 week 2-4 weeks
1-2 months 3-5 months 6-12 months
> 1 year before travel
40%
BOOKING PERIOD
TRENDS 30%
Percentage (%)
20%
VISITOR BOOKING WITHIN 1 - 2 MONTHS IN ADVANCE IS
INCREASING
10%
Timeline analysis shows visitors booking their holiday 3-5 months in
advance is decreasing while trends in booking between 1-2 months in
advance is increasing. 0%
Feb-14
Jun-14
Feb-15
Sep-15
Feb-16
Sep-16
Feb-17
Sep-17
Survey period
Figure 28: Booking period trends
40BOOKING PERIOD BY Middle Eastern
Indian 15%
22%
12%
12%
22%
31%
38%
29% 5% 2%
10% 2%
NATIONALITY Chinese
Russian
8%
13%
13%
9%
22%
28% 27%
39% 15% 2%
16%
1%
7%
Japanese 2% 7% 7% 44% 36% 5%
French 10% 5% 12% 27% 29% 17%
BOOKING PERIOD VARIED ACROSS NATIONALITIES Italian 6% 8% 17% 23% 31% 13% 2%
German 4% 3% 14% 19% 29% 30%
Most visitors from the Middle East, India, Russia and China booked their American 6% 4% 11% 19% 43% 15% 2%
holiday under 2 months prior to travel to the Maldives. Most European Swiss 3% 14% 21% 38% 24%
visitors booked their holiday 3 months prior to travel. About 32% of British, British 5% 2% 11% 14% 28% 32% 8%
30% of German and 24% of Swiss visitors booked their holiday to the 0% 25% 50% 75% 100%
Maldives 6 months prior to travel.
< 1 week 1 Week 2-4 Weeks 1-2 Months 3-5 Months 6-12 Months > 1 year
Figure 29: Booking period by nationality
412%1%
AIRLINE
14%
RESERVATION
44%
Travel agent 14%
Airline directly
Tour operator MOST VISITORS BOOKED THEIR FLIGHTS THROUGH TRAVEL
Flight search websites AGENTS
Corporate travel
Travel club Most international visitors to the Maldives booked their flights via a travel
agent (44%). About 39% of visitors made their airline booking online; via
25%
the airline directly (25%) or via flight search websites (14%).
Figure 30: Airline reservation
42AIRLINE Japanese
Italian
77%
74% 14% 4%
23%
7%
RESERVATION BY German 65% 6% 14% 14%
NATIONALITY British
French 52%
58% 16%
24%
14%
12%
13%
11%
FLIGHTS BOOKING WAS MOST COMMONLY DONE VIA TRAVEL Indian 51% 35% 8% 6%
AGENT FOR MOST NATIONALITIES Swiss 48% 3% 23% 26%
Chinese 33% 13% 27% 28%
Airline booking via travel agent was the most common method for visitors
Russian 22% 35% 22% 22%
from Japan (77%), Italy (74%), Germany (65%), Britain (58%), India (51%),
Switzerland (48%) and China (33%). More than half of the visitors from the Middle Eastern 19% 52% 16% 13%
Middle East (52%) made their airline bookings via the airline directly, 0% 25% 50% 75% 100%
followed by Russian visitors (35%) and Indian visitors (35%). Flight search
Travel agent Airline directly Tour operator Flight search websites
websites were used by Chinese visitors (28%) and Swiss visitors (26%).
Figure 31: Airline reservation by nationality
432% 1%
4%
16%
ACCOMMODATION
Travel agency/tour operator website
Visited a travel agency to book
RESERVATION
Resort/hotel website 49%
Booked by family/friends
Booked by employer MOST PEOPLE BOOKED THEIR ACCOMMODATION VIA OTA
Telephone booking WEBSITES
Almost half of the international visitors booked accommodation in the
28%
Maldives via OTAs (49%). About 16% of visitors booked online via the
resort or hotel website. In contrast, 28% of tourists physically visited a
travel agency to book their accommodation.
Figure 32: Accommodation reservation
44ACCOMMODATION Swiss
Chinese 57% 7%
68% 14% 14% 4%
28% 4% 1%
3%
RESERVATION BY British
Russian
54%
51%
9%
22%
25% 4% 6% 2%
22% 3%1%
NATIONALITIES Middle Eastern
French 48%
51%
10%
29% 14% 3%3%
33% 2% 7%
ACCOMMODATION RESERVATION WAS MOST COMMON VIA
TRAVEL AGENT/ TOUR OPERATOR WEBSITES OR TRAVEL Japanese 47% 6% 41% 6%
AGENTS FOR MOST NATIONALITIES
American 46% 44% 10%
OTA websites were used by all nationalities for accommodation German 41% 5% 51% 1%
2%
reservations to the Maldives. OTA bookings were highest amongst Swiss Indian 40% 27% 21% 6% 6%
visitors (68%) during the September 2017 survey. This was followed by Italian 21% 12% 59% 4% 2%
2%
Chinese visitors (57%) and British visitors (54%). Bookings via resort/hotel 0% 25% 50% 75% 100%
websites was most common amongst American visitors (44%). Bookings
OTA website Resort/hotel website Visited a travel agency
made by visits to a travel agency were most common amongst Italian Booked by family/friends Telephone booking Booked by employer
visitors (59%), while 41% of Japanese visitors also booked via a travel
Figure 33: Accommodation reservation by nationalities
agency.
45OTA website Resort/hotel website
Visited a travel agency Booked by family/friends
Telephone booking Booked by employer
50%
ACCOMMODATION 40%
RESERVATION
Percentage (%)
TRENDS 30%
ACCOMMODATION BOOKINGS MADE VIA OTA WEBSITES SHOW 20%
INCREASING TRENDS
Trends analysis shows that visitor bookings via OTA websites are 10%
increasing, while bookings made via visits to travel agencies are
decreasing. 0%
Feb-14
Jun-14
Feb-15
Sep-15
Feb-16
Sep-16
Feb-17
Sep-17
Survey period
Figure 34: Accommodation reservation trends
4630%
26%
OTA WEBSITES USED 20%
Percentage (%)
TO BOOK THE TRIP
10%
BOOKING.COM WAS THE MOST POPULAR OTA USED TO BOOK
THE TRIP TO THE MALDIVES 9%
8%
7%
7% 7%
The most popular OTA used by International visitors to the Maldives is
4%
booking.com (25.8%). Other popular OTAs used by visitors to the Maldives 3% 3%
2% 1% 1%
include Agoda (9.1%), cTrip (7.4%), HolidayCheck (6.7%) and Expedia 0%
Booking.com
Agoda
cTrip
Expedia
Hotels.com
Qunar.com
Kayak
Makemytrip
HolidayCheck
LonelyPlanet
Yahoo! Travel
Travelzoo
(6.5%).
OTA websites
Note: percentages will not add to 100% as one person can choose multiple answers Figure 35: OTA websites used to book the trip
47Booking.com Agoda Trip Advisor Expedia cTrip
HolidayCheck
OTA WEBSITES BY 100%
NATIONALITY 75%
Percentage (%)
OTA WEBSITES USED FOR BOOKING VARIED ACROSS
NATIONALITIES
50%
booking.com was the most popular OTA used by Middle Eastern (53%),
Russian (52%) and Indian (26%) visitors to plan/book their holiday to the
Maldives. For 54% Americans, 52% British, 38% Swiss, 37% Indians, 34% 25%
Italians and 33% French visitors, Trip Advisor was the most popular OTA
used for planning/booking their holiday to the Maldives. Likewise,
HolidayCheck and cTrip were popular OTAs used by German (47%) and 0%
British
French
Russian
German
Swiss
Japanese
Chinese
Middle Eastern
American
Italian
Indian
Chinese (35%) visitors respectively. For Japanese visitors, Trip Advisor
(14%) and Expedia (14%) were equally popular OTAs used for planning/
booking their holiday to the Maldives. For 20% Indian visitors, Makemytrip
was used for planning/booking their holiday.
Figure 36: Motivator trends
Note: percentages will not add to 100% as one person can choose multiple answers
48Booking.com Agoda Trip Advisor HolidayCheck cTrip
Expedia
100%
OTA WEBSITE 80%
TRENDS
Percentage (%)
60%
BOOKING.COM WAS THE MOST POPULAR OTA USED TO BOOK 40%
THE TRIP TO THE MALDIVES
Trend analysis for the most popular six OTAs used for planing/booking
20%
holidays to the Maldives show that visitors using booking.com is increasing
while other OTAs used for booking show constant trends. 0%
14-Feb
14-Jun
15-Feb
15-Sep
16-Feb
16-Sep
17-Feb
17-Sep
Survey period
Figure 37: OTA websites used to book the trip trends
49ON ARRIVAL
EXPERIENCE
PHOTO: WWW.VIRGINHOLIDAYS.CO.UK/ELLAIDHOO MALDIVES BY CINNAMONWAITING TIME AT < 15 minutes 21%
AIRPORT 15 - 29 minutes 25%
30 - 44 minutes 15%
MOST VISITORS WAITED FOR 30 MINUTES OR LESS AT THE 45 - 59 minutes 8%
AIRPORT
1 - 2 hours 20%
More than a quarter of the international visitors (46%) stayed for less than
half an hour at the airport, while about 23% of visitors stayed between 30
3 hours + 10%
minutes to 1 hour at the airport before their hotel transfer. However, almost
20% of the visitors stayed for 1- 2 hours and 10% for more than 3 hours at 0% 6% 12% 18% 24% 30%
the airport before their hotel transfer.
Figure 38: Waiting time at airport
51WAITING TIME BY < 15 minutes 65% 22% 7%
TRANSPORT 15 - 29 minutes 58% 30% 8%
METHOD 30 - 44 minutes 51% 33% 13%
WAITING TIME AT AIRPORT WAS SHORTEST FOR TRANSFERS 45 - 59 minutes 36% 42% 21%
VIA SPEEDBOAT
1 - 2 hours 26% 43% 30%
Waiting time at the airport was shortest for hotel transfers via speedboat.
Waiting time at the airport increased for hotel transfers via seaplane and
> 3 hours 27% 36% 35%
domestic flights. 36% of transfers with a waiting time of more than 3 hours
were for sea plane transfers while 35% were for domestic flight transfers. 0% 25% 50% 75% 100%
Speedboat transfer Sea plane transfer Domestic flight Public ferry transport
Figure 39: Waiting time by transport method
52TIME TAKEN TO < 30 minutes 30%
REACH PLACE OF 30 - 60 minutes 41%
STAY 1 - 2 hours 22%
MAJORITY REACHED THEIR PLACE OF STAY WITHIN 30 3 - 4 hours 4%
MINUTES TO ONE HOUR
5 - 6 hours 1%
For almost 71% of visitors, it took less than one hour to reach their place of
stay from Velana International Airport. For 22% of visitors, it took 1-2
6 hours + 2%
hours, for 4% of visitors it took 3-4 hours and for 3% of visitors it took 5 or
more hours to reach their place of stay. 0% 10% 20% 30% 40% 50%
Figure 40: Time taken to reach place of stay
53TIME TAKEN TO REACH < 30 minutes 63% 23% 10% 5%
PLACE OF STAY BY 30 - 60 minutes 43% 44% 11% 2%
TRANSPORT METHOD 1 - 2 hours 42% 26% 28% 3%
TRANSFER TO PLACE OF STAY WAS SHORTEST FOR 3 - 4 hours 25% 23% 48% 4%
TRANSFER VIA SPEEDBOAT
5 - 6 hours 29% 13% 38% 21%
Waiting time at airport was shortest for hotel transfers via speedboat.
Waiting time beyond 3 hours increased for transfers via domestic flights.
> 6 hours 23% 41% 32% 5%
Waiting time between 5 to 6 hours show significant increase for visitors
who travelled via seaplane transfer (41%) and domestic flights (32%). 0% 25% 50% 75% 100%
Speedboat transfer Sea plane transfer Domestic flight Public ferry transport
Figure 41: Time taken to reach place of stay by transport method
54HOTEL TRANSFER PHOTO: WWW.KOMANDOO.COM
3%
TRANSPORT FROM
17%
AIRPORT TO HOTEL
Speedboat transfer
Sea plane transfer
47%
Domestic flight SPEEDBOAT WAS THE MOST COMMONLY USED METHOD OF
Public ferry service TRANSPORT
About 47% of visitors to the Maldives in September 2017 reached their
place of stay via speedboat transfers from the airport. 33% of visitors
33%
travelled by seaplane and 17% by domestic flights while 3% took the public
ferries to reach their place of stay.
Figure 42: Transport from airport to hotel
56QUALITY OF HOTEL Service 51% 36% 12% 1%
1%
TRANSFER
Safety 47% 35% 17% 2%
1%
QUALITY ASPECTS WERE RANKED EXCELLENT OR VERY
GOOD BY MOST VISITORS Comfort 43% 32% 20% 3% 1%
Quality aspects of hotel transfer were ranked excellent or very good by
most visitors. Information briefing was rated the weakest when compared Information briefing 41% 31% 21% 5% 2%
with other hotel quality indicators.
0% 25% 50% 75% 100%
Excellent Very Good Average Poor Very Poor
Figure 43: Quality of hotel transfer
57PRICES CHARGED Domestic flight 4% 64% 32%
FOR TRANSPORT
Speedboat transfer 4% 59% 37%
DOMESTIC FLIGHTS WERE CONSIDERED MOST VALUE FOR
MONEY
The prices charged for domestic flights were considered value for money
Sea plane 2% 50% 48%
by 62% of international visitors, while 59% of visitors who travelled via
speedboats considered it value for money. Seaplane prices were
considered value for money by 50% of visitors. 0% 25% 50% 75% 100%
Cheap Value for money Expensive
Figure 44: Prices charged for transport
58STAY
IN THE MALDIVES
PHOTO: WWW.GROUNDSWELLSEARCH.COM3% 1%
PLACE OF STAY
12%
10%
Resort Island
Male'/Hulhumale'/Vilimale'
Inhabited island
Boat/Safari vessel MAJORITY OF VISITORS STAYED ON RESORTS
Other
About 75% of visitors to the Maldives stayed on resort islands. Visitors who
75% stayed in hotels and guesthouses in the Male’ region and on inhabited
islands of the Maldives accounted for about 22% of the international
visitors in the 2017 off-peak survey period. Almost 3% of the visitors stayed
on boats/safari vessels.
Figure 45: Place of stay
60PLACE OF STAY BY Japanese
Swiss 87%
96% 2%
8% 5%
2%
NATIONALITY British
German
87%
87%
11% 2%
10% 3%
Middle Eastern 84% 16%
French 83% 14% 3%
MAJORITY OF VISITORS FROM ALL NATIONALITIES STAYED ON
Chinese 82% 16% 2%
RESORTS
Indian 80% 19% 1%
Most visitors from all nationalities stayed on resort islands. Almost 96% of Russian 67% 30% 3%
Japanese visitors stayed on resort islands while 87% or visitors from American 66% 30% 4%
Switzerland, Britain and Germany stayed in resorts. However, 30% of Italian 58% 28% 14%
Russian visitors, 30% of American visitors and 28% of Italian visitors 0% 25% 50% 75% 100%
stayed in guest houses in the Male’ region or on inhabited islands. Of the
Resort island Guest house Boat / Safari
Italian visitors, 14% said they stayed on boats/safari vessels.
Figure 46: Place of stay by nationality
61RATINGS OF PLACE Room 62% 29% 8% 1%
OF STAY - RESORTS Guest services 62% 27% 9% 1%
1%
Management 60% 27% 10% 2%
1%
VISITORS RATED PLACE OF STAY AS EXCELLENT OR VERY Cleanliness 59% 30% 9% 1%
1%
GOOD
Public areas 58% 31% 10% 1%
International visitors, who stayed on resort islands, rated room and guest
services the highest, followed closely by management, cleanliness and
In-room entertainment 39% 27% 25% 6% 3%
public areas. The lowest rating was for in-room entertainment.
0% 25% 50% 75% 100%
Excellent Very Good Average Poor Very Poor
Figure 47: Rating of place of stay - resorts
62RATINGS OF STAY - Management 48% 36% 13% 2%
1%
HOTELS/GUESTHOUSES/ Guest services 47% 37% 12% 1%
3%
SAFARI VESSELS Room 45% 36% 17% 1%
1%
PLACE OF STAY RATINGS WERE EXCELLENT OR VERY GOOD Cleanliness 45% 35% 16% 3%1%
FOR STAY IN HOTELS OR GUEST HOUSES
Public areas 41% 37% 18% 3%1%
International visitors who stayed in hotels/guesthouses and safari vessels
rated management as the highest, followed by guest services. The lowest
In-room entertainment 31% 31% 24% 9% 6%
rating was for in-room entertainment. ‘Average’ ratings were higher for all
indicators rated by visitors who stayed in hotels/guesthouses/safari vessels 0% 25% 50% 75% 100%
in comparison to those who stayed in resorts.
Excellent Very Good Average Poor Very Poor
Figure 48: Rating of stay - Hotels/guesthouses/safari vessels
6320%
20%
Percentage (%)
PLACES VISITED IN 13%
THE MALDIVES
11%
10%
WHALE SHARK WATCHING AND B.ATOLL BIOSPHERE RESERVE
WERE THE MOST POPULAR SITES AMONGST VISITORS
0%
Whale shark watching (Ari Atoll)
B.Atoll Biosphere Reserve (Hanifaru Bay)
Cultural and heritage sites
20% of visitors to the Maldives during the off-peak season visited the
whale shark point in Ari Atoll while about 13% visited the Baa Atoll
Biosphere Reserve. Furthermore, 11% visited the cultural and heritage
sites in Male’.
Figure 49: Places travelled while in The Maldives
64DINING IN THE
MALDIVES
PHOTO: WWW.KUONI.CO.UK/MILIADHOO MALDIVES43% ALL INCLUSIVE
All inclusive meals are the most popular meal
option
MEAL PLAN 23% FULL BOARD
Full board meal option includes three meals a
day
19% HALF BOARD
Half board meal includes breakfast and one
ALL INCLUSIVE MEAL OPTION WAS THE MOST meal
POPULAR AMONGST VISITORS
The all inclusive meal plan was the most preferred option by International
13% BED AND BREAKFAST
visitors to the Maldives. Of the different meal plan options, ‘all inclusive’ PHOTO: WWW.CARRIER.CO.UK
was preferred by 43% of visitors followed by ‘full board’ (23%) and ‘half Bed and breakfast is not a very popular meal
board’ (19%). Room only was the least preferred with 2% of visitors option for many visitors to the Maldives
choosing the option
2% ROOM ONLY
Room only is preferred by a small minority of
the visitors
66 Figure 50: Meal planMEAL PLAN BY Italian
British
75%
74% 7%
17% 3% 5%
12% 6% 1%
NATIONALITY French 53% 26% 10% 9% 2%
Japanese 44% 14% 28% 12% 1%
German 44% 40% 13% 3%1%
MEAL PLAN OPTIONS VARIED ACROSS NATIONALITIES
Swiss 44% 30% 19% 4% 4%
Almost two thirds of visitors from Italy (75%) and Britain (74%) opted for all American 36% 17% 11% 17% 19%
inclusive meals, while 53% French, 44% Japanese, 44% German and 44% Chinese 32% 26% 31% 11% 1%
Swiss, 36% Americans and 32% Chinese opted for all inclusive meals as Russian 30% 42% 14% 12% 1%
the most popular option. Likewise, the full-board meals was the most Indian 24% 36% 11% 24% 5%
preferred option by visitors from Russia (42%) and India (36%). Middle Eastern 12% 19% 38% 30% 2%
Furthermore, 40% Germans and 30% Swiss opted for full board meal 0% 25% 50% 75% 100%
option. For visitors from Middle East, half board (38%) was most popular
All inclusive Full board Half board Bed & breakfast Room only
meal option followed by bed and breakfast (30%). 24% Indians also opted
for bed and breakfast. Of the visitors, room only was highest for visitors
Figure 51: Meal plan by nationalities
from the United States. About 19% of visitors from United States opted for
the room only option.
67PERCEPTION OF
DINING EXPERIENCE Resort Island 53% 31% 13% 2%
1%
THE DINING EXPERIENCE WAS RATED HIGHER BY MORE
VISITORS AT RESORTS THAN OTHER PLACES OF STAY
Hotels/guesthouses/safari 40% 36% 19% 2%
2%
International visitors to the Maldives who stayed in resort islands rated the
dining experience higher than those who stayed in hotels/guesthouses/
safari vessels. 53% visitors who stayed in resort islands rated the dining
experience to be excellent while 40% of those who stayed in hotels/ 0% 25% 50% 75% 100%
guesthouses/safari vessels rated the dining experience to be excellent.
Excellent Very Good Average Poor Very Poor
Figure 52: Perception of dining experience
68PERCEPTION OF Food 2% 59% 39%
PRICES FOR FOOD -
RESORTS Water 8% 56% 36%
MOST VISITORS TO RESORTS PERCEIVED FOOD PRICES TO BE
VALUE FOR MONEY Soft drinks 8% 56% 36%
Most International visitors who stayed on resort islands considered prices
charged for food and beverages to be ‘value for money’. Almost 42% of Alcoholic beverages 3% 55% 42%
visitors who stayed in resort islands perceived alcoholic beverages to be
expensive. Food was perceived expensive by 39% of visitors. Likewise, 0% 25% 50% 75% 100%
36% perceived water and 36% perceived soft drinks to be expensive.
Cheap Value for Money Expensive
Figure 53: Perception of prices for food - resorts
69PERCEPTION OF PRICES
FOR FOOD - HOTELS/
GUESTHOUSES/SAFARI Water 12% 59% 30%
ALCOHOLIC DRINKS AND SOFT DRINKS WERE CONSIDERED Soft drinks 8% 56% 36%
TO BE THE MOST EXPENSIVE
Most international visitors who stayed in hotels/guesthouses/safari vessels Food 5% 62% 33%
considered prices of food and beverages to be value for money. Almost
50% of visitors who stayed in hotels/guesthouses/safari vessels perceived
alcoholic beverages to be expensive. Alcoholic beverages 4% 50% 46%
More visitors who stated in hotels/guesthouses/safari vessels perceived 0% 25% 50% 75% 100%
alcoholic beverages to be expensive, in comparison to those who stayed
Cheap Value for Money Expensive
on resorts. However, water was perceived cheap by 12% visitors who
stayed in hotels/guesthouses/safari vessels, in comparison to 8% who
Figure 54: Perception of prices for food - hotels/guesthouses/safari vessels
stayed on resorts. Likewise, food was considered cheap by 2% who stayed
on resorts in comparison to 12% in hotels/guesthouses/safari vessels.
7026% COMPARISON OF FOOD
39%
QUALITY WITH SIMILAR
Higher
Same
DESTINATIONS
Lower TWO OUT OF FIVE VISITORS WHO VISITED A SIMILAR
DESTINATION PERCEIVED FOOD QUALITY IN THE MALDIVES
HIGHER
The quality of food in the Maldives was perceived to be of higher quality in
comparison to similar destinations by 39% of international visitors who had
34%
visited a similar destination. 34% of the visitors who’ve visited a similar
destination to the Maldives perceived food in the Maldives to be of same
quality, while 26% rated the food to be of lower quality.
Figure 55: Comparison of food quality with similar destinations
71ACTIVITIES &
ATTRACTIONS
PHOTO: WWW.SLIDESHARE.NET//PUSHPITHAW/DIVING-IN-MALDIVESACTIVITY RATINGS - Diving
Snorkeling
53%
52%
33%
35%
9% 2%
3%
10% 2%
1%
RESORTS Spa
Sight-seeing
52%
51%
33%
34%
12% 1%
2%
12% 1%
2%
Dolphin watching 48% 29% 13% 4% 6%
Surfing 47% 33% 11% 3% 7%
Whale watching 46% 26% 14% 5% 9%
DIVING, SNORKELING, SPA & SIGHT-SEEING WERE RANKED
THE HIGHEST BY VISITORS TO RESORTS Picnic 46% 34% 13% 1%
5%
Local island visit 44% 34% 15% 3%4%
All activities, except shopping, were perceived be excellent or very good by Water sports 44% 36% 16% 2%
3%
most international visitors who stayed on resort islands. Diving and Night fishing 43% 30% 17% 3% 8%
snorkelling were rated highest by international visitors to resorts, while Shopping 25% 22% 32% 14% 7%
shopping was rated the lowest. 0% 25% 50% 75% 100%
Excellent Very Good Average Poor Very Poor
Figure 56: Activity ratings - resorts
73ACTIVITY RATINGS - Snorkeling
Diving 55%
58% 32%
36%
9% 1%
9%
HOTELS/ Sight-seeing
Dolphin watching 48%
52%
34%
35% 12% 1%
11% 2%5%
GUESTHOUSES/SAFARI Whale watching
Water sports
47%
47%
30%
32%
11% 6% 6%
18% 1%
2%
Spa 45% 36% 16% 1%
2%
SNORKELLING WAS RANKED HIGHEST BY VISITORS TO
HOTELS/GUESTHOUSES/SAFARI VESSELS Picnic 44% 34% 16% 3%2%
Surfing 45% 32% 16% 3%4%
Of the visitors who stayed in hotels/guesthouses/safari vessels, snorkelling Night fishing 44% 29% 19% 4% 5%
(58%) was rated highest, followed by diving (55%) and sightseeing (52%), Local island visit 41% 36% 17% 3%3%
while shopping (28%) was rated the lowest. Shopping 28% 20% 31% 15% 6%
0% 25% 50% 75% 100%
Excellent Very Good Average Poor Very Poor
Figure 57: Activity ratings - hotels/guesthouses/safari vessels
74ACTIVITY PRICES - Sports activites 5% 55% 41%
RESORTS
Excursions 2% 52% 45%
ACTIVITY PRICES AT RESORTS WERE MOSTLY RANKED VALUE
FOR MONEY Diving 2% 49% 48%
Sports activities were perceived to be cheap (5%) or value for money
(55%) by visitors who stayed in resorts. Almost 41% perceived prices of Souvenirs 2% 39% 59%
sports activities to be expensive while 45% perceived excursions to be
expensive, and 48% perceived diving to be expensive. Almost 59% visitors 0% 25% 50% 75% 100%
to resorts perceived souvenirs to be expensive.
Cheap Value for Money Expensive
Figure 58: Activity prices - resorts
75ACTIVITY PRICES - Sports activites 8% 66% 26%
HOTELS/
GUESTHOUSES/SAFARI Diving 5% 66% 30%
ACTIVITY PRICES AT HOTELS/GUESTHOUSES/SAFARI VESSELS
WERE MOSTLY RANKED VALUE FOR MONEY Excursions 5% 63% 32%
In comparison to resorts, sports activities were perceived to be cheap (8%)
or value for money (66%) by visitors who stayed in hotels/guesthouses/ Souvenirs 5% 45% 51%
safari vessels. Most visitors perceived activities to be value for money.
Almost 51% perceived souvenirs to be expensive. 0% 25% 50% 75% 100%
Cheap Value for Money Expensive
More visitors to hotels/guesthouses/safari vessels rated activity prices
value for money in comparison to visitors who stayed in resorts.
Figure 59: Activity prices - hotels/guesthouses/safari vessels
76VISITOR
VISITOR
SATISFACTION
SATISFACTION
PHOTO: WWW.WWW.CNTRAVELER.COMVISITS TO SIMILAR
30% DESTINATION
Yes 30% OF THE VISITORS HAD VISITED A SIMILAR DESTINATION
No IN THE PAST
One out of every three visitors to the Maldives had visited a similar
destination. Similar destinations identified by visitors were Phuket and Bali.
70%
Figure 60: Visits to similar destination
78COMPARISON WITH Beach 60% 27% 13%
SIMILAR Underwater beauty 55% 28% 17%
DESTINATIONS Privacy
Resorts & hotels
55%
54% 32%
37% 8%
14%
BEACHES, UNDERWATER BEAUTY, RESORTS & HOTELS AND
PRIVACY OF THE MALDIVES WERE RANKED HIGHER BY OVER
50% OF VISITORS WHO HAD VISITED A SIMILAR DESTINATION Friendliness of staff 47% 42% 11%
Safet/security 44% 46% 10%
Of those who had visited a similar destination, beaches in the Maldives
were ranked higher by 60% of visitors while 55% ranked underwater Value for money 33% 35% 32%
beauty higher. 55% of visitors also ranked privacy in the Maldives higher
0% 25% 50% 75% 100%
and 45% of visitors who had visited a similar destination ranked resorts
and hotels of Maldives higher. Value for money was ranked the weakest Higher Same Lower
compared to similar destinations.
Figure 61: Comparison with similar destinations
79MET HOLIDAY French
American
100%
98% 2%
EXPECTATION Swiss
Russian
96% 4%
96% 4%
German 94% 6%
Middle Eastern 93% 7%
91% SAID THEIR HOLIDAY IN THE MALDIVES MET THEIR
Indian 92% 8%
EXPECTATIONS
British 92% 8%
Nine out of ten visitors from all nationalities expressed being satisfied with Italian 91% 9%
their visit to Maldives. 100% of visitors from France expressed being Chinese 89% 11%
satisfied with their visit to the Maldives. However, almost 11% of Chinese Japanese 84% 16%
and 16% of Japanese visitors expressed not being satisfied with their visit. 0% 25% 50% 75% 100%
Yes No
Figure 62: Met holiday expectation
80INTENTIONS TO VISIT Indian
Russian
96% 4%
96% 4%
AGAIN Japanese
German
94%
94%
6%
6%
Middle Eastern 93% 7%
Swiss 92% 8%
NINE OUT OF TEN VISITORS INTEND TO VISIT THE MALDIVES
Chinese 92% 8%
AGAIN
British 88% 12%
Intentions to visit the Maldives again were expressed most by visitors from Italian 88% 12%
India (96%) and Russia (96%). French 85% 15%
American 85% 15%
0% 25% 50% 75% 100%
Yes No
Figure 63: Intentions to visit again
81RECOMMEND THE Swiss
Italian
100%
100%
MALDIVES TO French
Chinese
100%
99% 1%
OTHERS German
Russian
98% 2%
98% 2%
98% VISITORS SAID THEY WOULD RECOMMEND THE MALDIVES
Japanese 97% 3%
TO OTHERS
British 97% 3%
All of the visitors from Switzerland, Italy and France would recommend the Middle Eastern 97% 3%
Maldives to others, while 99% of Chinese visitors said the same. Indian 97% 3%
American 94% 6%
0% 25% 50% 75% 100%
Yes No
Figure 64: Recommend The Maldives to others
82CONCLUSION
Similar to the results of previous surveys, this survey reemphasised that international visitors to the Maldives are motivated to visit by the
immaculate sandy beaches, rich and colourful coral reefs, exhilarating marine megafauna and tropical weather of the Maldives.
‘Rest and relaxation’ is the main purpose to visit the Maldives, followed by ‘Honeymoon’. More than half of the visitors to the Maldives in
September 2017 belonged to the 25-34 year age group. More young people travel to the Maldives in the off-peak season. The survey
reaffirmed that the Maldives continues to be a destination for couples and families. One out of five visitors are repeat visitors indicating
SUMMARY OF KEY ofFINDINGS 5 STAY IN THE MALDIVES 44
satisfaction their previous holiday experience.
The internet continues to grow in importance as the main source of information for visitors to the Maldives. The majority of visitors to the
Maldives booked their holiday accommodation on the internet through either Online Travel Agents (OTAs) or directly on the resort website.
TRIP EXPENDITURE 53
MOTIVATION & REASON TO VISIT 7
The number of visitors who book airline tickets on the internet continues to increase as well. The most popular OTAs used by international
visitors to the Maldives are booking.com (25.8%), followed by Agoda, cTrip, HolidayCheck and Expedia.
TRIP PLANNING 14 while 22% of visitorsVISITOR
About 75% of visitors to the Maldives stayed in resorts islands stayed inSATISFACTION
hotels or guesthouses. About 3% stayed in boats/safari 57
vessels. About 56% of visitors who stayed in resorts stayed between 4-7 nights, while 16% stayed between 8-11 nights. Of the international visitors
who stayed in hotels/guesthouses in the Male’ region, about 64% stayed for less than four nights
VISITOR PROFILE 27 CONCLUSION 63
Most of the visitors to the Maldives in September 2017 reached their place of stay via speedboat transfers from the airport. Seaplanes and
domestic flights were the second and third most popular modes of transport chosen by visitors to reach their place of stay. According to the
visitors, information briefings on hotel transfers needs to be improved further.
1
83CONCLUSION
International visitors who stayed on resort islands rated room and guest services the highest, followed closely by management, cleanliness and
public areas. The visitors who stayed in tourist resorts identified in-room entertainment as an area for improvement. Quality of shopping and
availability of souvenirs at value for money are two other areas that need improvement.
Snorkelling and diving are the highest ranked activities in the Maldives. A high proportion of visitors also enjoy watching megafauna with the whale
shark point in Ari Atoll and the Baa Atoll Biosphere Reserve being particularly popular. Furthermore, visitors enjoy the trips to inhabited islands for the
SUMMARY OF KEY FINDINGS 5 STAY IN THE MALDIVES 44
local experience. One out of four tourists visited the cultural and heritage sites in Male’.
Most of the international visitors chose the ‘All inclusive’ meal option followed by the ‘full board’ and the ‘half board’ (19%). Room only was the least
preferred& meal
MOTIVATION option.TO
REASON About 84% of visitors who stayed in resort
VISIT 7 TRIP EXPENDITURE
islands rated the dining experience to be excellent or very good while 76% of those 53
who stayed in hotels/guesthouses/safari vessels rated the dining experience to be excellent or very good. There is a need to further improve the quality
of food and the food services offered to visitors in the Maldives. Visitors often seek local food and fresh fish to enrich their culinary experience in the
Maldives.
TRIP PLANNING 14 VISITOR SATISFACTION 57
VISITOR PROFILE 27 CONCLUSION 63
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