How do emotions impact holiday planning?

High angle view photo of a senior man relaxing while floating in the ocean using swimming tube; wide photo dimensions
By Amy Bryant


Five Australian families were studied while holidaying in Singapore wearing EEG headsets that measured their emotional responses.

And what did the results look like?

Well, according to this funky little study from Singapore Tourism Board, real-time emotions may change the way Australians plan their holidays.

In a first-of-its-kind research, family members including children, wore EEG headsets as they explored the Lion City’s multicultural neighbourhoods, diverse culinary scene, theme parks, nature-based activities and iconic ‘only in Singapore’ attractions3.

The headsets captured the brain’s electrical activity to measure emotional responses of ‘fun’, ‘happiness’, ‘stress’, ‘interest’, ‘excitement’ and ‘relaxation’.

There were five key findings from the study:

Finding 1: Family members were ‘happiest’ in places that were unique to the destination

Family members were ‘happiest’ when experiencing activities and places that are unique to Singapore, such as Gardens by the Bay and Sands SkyPark Observation Deck at Marina Bay Sands.

 

Finding 2: Food is a holiday highlight and an experience in itself

Children were 10% ‘happier’ eating local Singaporean food such as kaya toast (a traditional breakfast of coconut jam and toast) or an authentic meal at a hawker centre, than Western style equivalents.

For instance, eating chilli crab for the first time induced similar levels of ‘excitement’ and ‘stress’ as riding the MegaZip zip line on Sentosa Island.

 

Finding 3: The best things in life are free… Families measured high positive readings in activities that didn’t cost anything

Free experiences, such as exploring cultural neighbourhoods (Chinatown, Little India and the Malay-Arab area of Kampong Glam) and unforgettable nature activities, rate equally in ‘interest’, ‘relaxation’ and ‘excitement’, whilst overall, the families felt 21% ‘happier’ and experienced 11% more ‘fun’ compared to paid experiences.

 

Finding 4: Parents may be surprised to know… there is no need to avoid galleries and education-based experiences, children enjoy them

Both adults and children rated high levels of ‘interest’ for education-based experiences including ArtScience Museum’s ‘Future World’ exhibition.

In fact, children’s levels of ‘interest’ at ‘Future World’ – the interactive digital exhibition where art evolves with the visitor’s participation – were on-par with readings at the famous Singapore Zoo.

 

Finding 5: For ‘excitement’, head to Sentosa Island or visit the Zoo

Sentosa Island was found to be the number one location for family-based ‘excitement’.

Children demonstrated the highest levels of ‘excitement’ at Singapore’s much-loved wildlife parks including the world-first Night Safari, the iconic fenceless Singapore Zoo, and S.E.A. Aquarium.

Associate Professor, Joel Pearson said that a perfect family holiday had two key components.

  1. Families should immerse themselves in the destination’s culture, whether that be exploring the cultural precincts, or trying the local cuisine.
  2.  Families should visit the iconic ‘only in Singapore’ style activities such as the Merlion produces intense happiness and satisfaction.”

Travel guides have long been the go-to planning tool for aspiring travellers, and the study of travellers’ emotions in real-time, may transform the way guides are curated to help Aussie families plan their holidays.

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