MALDIVES VISITOR SURVEY - September 2017 - Ministry of Tourism 2017

 
MALDIVES VISITOR SURVEY - September 2017 - Ministry of Tourism 2017
MALDIVES VISITOR SURVEY
                                                                  September 2017

PHOTO: WWW.HOTELS.COM/CENTARA GRAND ISLAND & RESORT SPA

             © Ministry of Tourism 2017                                             www.tourism.gov.mv
MALDIVES VISITOR SURVEY - September 2017 - Ministry of Tourism 2017
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
MALDIVES VISITOR SURVEY - September 2017 - Ministry of Tourism 2017
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
MALDIVES VISITOR SURVEY - September 2017 - Ministry of Tourism 2017
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
MALDIVES VISITOR SURVEY - September 2017 - Ministry of Tourism 2017
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
MALDIVES VISITOR SURVEY - September 2017 - Ministry of Tourism 2017
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.

                                                                               6
SUMMARY 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.

                                                                             7
SUMMARY 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

                                                                              1
Chinese
                                                                     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.

                                                                                      9
DESTINATION
PHOTO: WWW.CHEAPFLIGHTSLAB.COM
                                   PROFILE
70%         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

                                                                                                                                                                      11
Beach                          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

                                                                                                          12
Beach              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

                                                                                                      13
2%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

                                                                14
Middle 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

                                                                                   15
Rest & 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

                                                                                                  16
4%
                                                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

                                                            17
24%
                                            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

                                       18
30%
                                                                                                                               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

                                                                                         19
60%

                                                                                                                               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

                                                                                  20
Chinese           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

                                                                         21
18-24 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

                                                                                                    22
Beautiful
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
                                                                               23
30%

                                                                                                              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

                                                                                                    24
VISITOR 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

                                                 26
American                                                                                                           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

                                                                             27
First 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

                                                                                                    28
NUMBER 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

                                                                                        29
3% 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

                                                       30
PLACE 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

                                                                               31
2%
                                          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

                                                          32
TRAVEL 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

                                                                             33
Partner                                    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

                                                                                                       34
PLANNING &
PHOTO: WWW.HOTELS.COM/CENTARA GRAND ISLAND & RESORT SPA
                                                          1
                                                               BOOKING
70%

                         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

                                                                                                                                                                                               36
Internet                 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

                                                                                                          37
Internet                                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

                                                                                              38
BOOKING 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

                                                                                              40
BOOKING 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

                                                                                41
2%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

                                                                42
AIRLINE                                                                                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

                                                                              43
2% 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

                                                            44
ACCOMMODATION                                                                               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.

                                                                               45
OTA 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

                                                                                           46
30%

                                                                                                               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

                                                                                                    47
Booking.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

                                                                                                          48
Booking.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

                                                                                                      49
ON ARRIVAL
                                                                 EXPERIENCE
PHOTO: WWW.VIRGINHOLIDAYS.CO.UK/ELLAIDHOO MALDIVES BY CINNAMON
WAITING 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

                                                                                51
WAITING 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

                                                                              52
TIME 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

                                                                                  53
TIME 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

                                                                            54
HOTEL 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

                                                               56
QUALITY 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

                                                                           57
PRICES 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

                                                                             58
STAY
                                   IN THE MALDIVES
PHOTO: WWW.GROUNDSWELLSEARCH.COM
3% 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

                                                       60
PLACE 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

                                                                               61
RATINGS 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

                                                                                62
RATINGS 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

                                                                                  63
20%
                                                                                                                    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

                                                                         64
DINING IN THE
                                              MALDIVES
PHOTO: WWW.KUONI.CO.UK/MILIADHOO MALDIVES
43% 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 plan
MEAL 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.
                                                                                 67
PERCEPTION 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

                                                                                       68
PERCEPTION 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

                                                                               69
PERCEPTION 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.

                                                                                70
26%                    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

                                                                                    71
ACTIVITIES &
                                                           ATTRACTIONS
PHOTO: WWW.SLIDESHARE.NET//PUSHPITHAW/DIVING-IN-MALDIVES
ACTIVITY 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

                                                                               73
ACTIVITY 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

                                                                               74
ACTIVITY 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

                                                                           75
ACTIVITY 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

                                                                              76
VISITOR
                                    VISITOR
                                SATISFACTION
                                 SATISFACTION
PHOTO: WWW.WWW.CNTRAVELER.COM
VISITS 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

                                                       78
COMPARISON 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

                                                                             79
MET 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

                                                                                 80
INTENTIONS 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

                                                                              81
RECOMMEND 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

                                                                             82
CONCLUSION
         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

                                                                                   83
CONCLUSION
       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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