According to a PATA report, The Rise of the Young Asian Traveler, more than 70 per cent of young Asians book their travel online. This is rising fast according to Tourism Australia. The expected stereotype also holds up around the role of social media in travel. According to the PATA report, social media posts by young people's friends were in the top five most influential factors across the 13 countries in the survey. The influence of friends' social media was the greatest for Thais and Filipinos. Young Asian travellers said that social media apps were the most useful while travelling - more than maps, language tools, deals, and dating sites. But human beings are more complex than that. Here are 10 different drivers that could help us profile customers. Get the full story at TTG Asia