Table of Contents
Executive Summary
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- The consumer
- The consumer – Length of holidays in the last 12 months
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- Figure 1: Length of holidays, November 2013
- The consumer – Types of holidays
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- Figure 2: Types of holidays taken during domestic and overseas holidays, November 2013
- The consumer – Travelling companions
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- Figure 3: Travel companions in the last 12 months, November 2013
- The consumer – Places plan to travel to in the next 12 months
- The consumer – Important factors when deciding a holiday destination
- The consumer – Attitudes towards taking holidays
- Key issues
- Key issues – Different profiles of Chinese travellers
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- Figure 4: Target groups, November 2013
- Key issues – Targeting traveller typologies with the right destinations
- Key issues – How to profit from independent travellers
- Key issues – Using value-added services to appeal to Chinese travellers
- What we think
Background – The Workers’ Holiday System in China
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- Figure 5: Chinese official national holiday schedule for 2014
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- Figure 6: paid annual leave for chinese workers (as of February 2014)
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Drivers of Changing Holiday Lifestyles
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- Growing national economy
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- Figure 7: China annual GDP and year-on-year growth rate, 2004-13
- Rise of the middle class
- Positive government policies advance tourism
- Approved Destination Status Scheme
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- Figure 8: Countries with approved destination status, December 2012
- Individual Visit Scheme
- Other policies that boost tourism
- The outline for National Tourism and Leisure
- Emerging Chinese youth travellers
- Online exposure triggers the travelling demand
- Improving infrastructure development stimulates regional travelling
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- Figure 9: Passenger traffic in China, 2012
- Road/highway
- Rail
- Water
- Air
Barriers to the Holiday Lifestyle
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- Lack of enforcement on workers’ paid vacation days
- Impact of ADS on Chinese outbound travel
The Consumer – Length of Holidays in the Last 12 Months
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- Key points
- The majority take holidays for at least one week per year
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- Figure 10: Length of holidays, November 2013
- Management white-collar workers are more likely to have longer holidays
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- Figure 11: Length of holidays, by type of company/organisation, November 2013
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- Figure 12: Length of holidays, by profession, November 2013
- Domestic destinations are popular options for short breaks
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- Figure 13: Total length of holidays, by selected demographics, November 2013
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- Figure 14: Number of nights spent in a hotel in China, for leisure/personal purposes, August 2013
- Half of respondents haven’t been overseas on holiday
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- Figure 15: Agreement with the statement ‘I haven’t had an overseas holiday in the last 12 months’, by age and monthly personal income, November 2013
The Consumer – Types of Holidays
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- Key points
- Rural and city breaks most popular domestically and overseas
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- Figure 16: Types of holidays taken during domestic and overseas holidays, November 2013
- Family holidays with children
- Mapping types of holiday according to children’s age and gender
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- Figure 17: Types of holidays taken during domestic and overseas holidays, November 2013
- Targeting couples without children
- Young adults’ and singletons’ holidays
The Consumer – Travelling Companions
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- Key points
- Chinese travelling is mostly family-oriented
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- Figure 18: Travel companions in the last 12 months, November 2013
- 20-29-year-olds likely to travel with friends or by themselves
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- Figure 19: Person travelled with in the last 12 months, by age, November 2013
The Consumer – Places Plan to Travel to in the Next 12 Months
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- Key points
- Hong Kong, Taiwan and Macau destinations enjoy the highest popularity
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- Figure 20: Average yield per RPK for destinations market segment, 2010-12
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- Figure 21: Domestic destinations plan to travel to in the next 12 months, November 2013
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- Figure 22: Places plan to travel to in the next 12 months, by monthly personal income group, November 2013
- Other domestic destinations in China
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- Figure 23: China – Volume of passenger traffic, by location of origin and purpose, 2007-12
- SEA countries and seaside/beach/island are popular overseas destinations
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- Figure 24: Overseas destinations plan to travel to in the next 12 months, November 2013
- High income earners prefer Europe, Australia/New Zealand as overseas destinations
The Consumer – Important Factors When Deciding a Holiday Destination
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- Key points
- Natural scenery, public security and a clean environment are the top influences when choosing destinations
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- Figure 25: Important factors when deciding a holiday destination, November 2013
The Consumer – Attitudes towards Holidays
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- Key points
- Many using annual leave to go on holiday
- About eight in 10 prefer to take independent holidays
- Holiday as an opportunity to socialise
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- Figure 26: Attitudes towards holidays, November 2013
Key Issue – Different Profiles of Chinese Travellers
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- Key points
- Traveller profiles and attitudes towards holidays across the four segment groups
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- Figure 27: Target groups, November 2013
- Active Travellers
- Experienced and flexible in travel arrangement…
- …thus they can go for any kind of holiday
- Strong interest in overseas holidays
- Active in socialising during holidays
- Unwinders
- Willing to spend on a relaxing holiday and indulge
- Like to have domestic short breaks
- Holiday is an opportunity to connect with family
- Budget Travellers
- Low-budget travelling
- Domestic destinations preferred
- More likely than other groups to travel with friends or alone
- Travel experience is more important than travel distance
- Unlikely to make last-minute bookings
- Amateurs
- Do not use personal/annual leave
- More willing to follow group tours as they are inexperienced in travelling
- Lukewarm feelings towards holidays in general
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- Figure 28: Any agree with attitudes towards spending holidays, by target groups, November 2013
- What does it mean?
Key Issue – Targeting Traveller Typologies with the Right Destinations
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- Key points
- Domestic destinations
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- Figure 29: Domestic places plan to travel to in the next 12 months, by target groups, November 2013
- Specialised holiday products offer opportunities to target Active Travellers and Unwinders
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- Figure 30: Types of holidays taken during domestic holidays, by target groups, November 2013
- Domestic low-cost sightseeing and experience holidays for Budget Travellers
- Overseas destinations
- SEA destinations can cultivate overseas interest among low earners
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- Figure 31: Monthly personal income of four target groups, November 2013
- Figure 32: Overseas places plan to travel to in the next 12 months, by target groups, November 2013
- High earners developing an interest in Europe, Australia/New Zealand and the US/Canada
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- Figure 33: Holiday spending, April 2012
- Overseas holiday types preferred by Active Travellers
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- Figure 34: Types of holidays taken during overseas holidays, by target groups, November 2013
- More innovative relaxing overseas holidays are required to target Unwinders
- Resort and wellbeing holidays
- What can overseas destinations do to target Budget Travellers and Amateurs?
- What does it mean?
Key Issue – How to Profit from Independent Travellers
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- Key points
- Change of tourism rules provides independent travel opportunities
- Gap years and working holidays providing independent travel opportunities
- Co-operation of operators to offer passes and memberships
- Sharing through online social media networks
- Emerging self-drive holiday trend amongst the middle class
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- Figure 35: Middle class car ownership and plans to purchase cars, March 2013
- What does it mean?
Key Issue – Using Value-added Services to Appeal to Chinese Travellers
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- Key points
- Different factors to consider across traveller typologies
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- Figure 36: Important factors when deciding a holiday destination, by target groups, November 2013
- Convenience of transport connections at destinations
- Food guides help to improve travellers’ interest in destinations
- Family-friendly services help parents and kids to enjoy their holidays
- Providing language assistance services to Chinese travellers
- What does it mean?
Appendix – Length of Holidays in the Last 12 Months
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- Figure 37: Length of holidays, 1-15 days, November 2013
- Figure 38: Length of holidays, 16 or more days, November 2013
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- Figure 39: Length of holidays, 1-15 days, – Any/both, by demographics, November 2013
- Figure 40: Length of holidays, 16 or more days – Any/both, by demographics, November 2013
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- Figure 41: Length of holidays – Domestic holidays, 1-15 days, by demographics, November 2013
- Figure 42: Length of holidays – Domestic holidays, 16 days or more, by demographics, November 2013
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- Figure 43: Length of holidays – Overseas holidays, 1-15 days, by demographics, November 2013
- Figure 44: Length of holidays – Overseas holidays, 16 days or more, by demographics, November 2013
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Appendix – Types of Holidays Taken During Domestic Holidays in the Last 12 Months
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- Figure 45: Types of holidays taken during domestic holidays, November 2013
- Figure 46: Most popular types of holidays taken during domestic holidays, by demographics, November 2013
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- Figure 47: Next most popular types of holidays taken during domestic holidays, by demographics, November 2013
- Figure 48: Other types of holidays taken during domestic holidays, by demographics, November 2013
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Appendix – Types of holidays Taken during Overseas Holidays in the Last 12 Months
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- Figure 49: Types of holidays taken during overseas holidays, November 2013
- Figure 50: Most popular types of holidays taken during overseas holidays, by demographics, November 2013
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- Figure 51: Next most popular types of holidays taken during overseas holidays, by demographics, November 2013
- Figure 52: Other types of holidays taken during overseas holidays, by demographics, November 2013
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Appendix – Person Travelled with in the Last 12 Months
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- Figure 53: Person travelled with in the last 12 months, November 2013
- Figure 54: Most popular person travelled with in the last 12 months, by demographics, November 2013
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- Figure 55: Next most popular person travelled with in the last 12 months, by demographics, November 2013
- Figure 56: Other person travelled with in the last 12 months, by demographics, November 2013
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Appendix – Places Plan to Travel to in the Next 12 Months
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- Figure 57: Places plan to travel to in the next 12 months, November 2013
- Figure 58: Places plan to travel to in the next 12 months, by demographics, November 2013
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- Figure 59: Most popular places plan to travel to in the next 12 months – Domestic destinations, by demographics, November 2013
- Figure 60: Next most popular places plan to travel to in the next 12 months – Domestic destinations, by demographics, November 2013
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- Figure 61: Most popular places plan to travel to in the next 12 months – Overseas destinations, by demographics, November 2013
- Figure 62: Next most popular places plan to travel to in the next 12 months – Overseas destinations, by demographics, November 2013
- Repertoire analysis – Domestic and overseas destinations
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- Figure 63: Repertoire of domestic and overseas destinations plan to travel in the next 12 months, November 2013
- Figure 64: Repertoire of domestic and overseas destinations plan to travel in the next 12 months, by demographics, November 2013
- Repertoire analysis – Domestic destinations
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- Figure 65: Repertoire of domestic destinations plan to travel in the next 12 months, November 2013
- Figure 66: Repertoire of domestic destinations plan to travel in the next 12 months, by demographics, November 2013
- Repertoire analysis – Overseas destinations
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- Figure 67: Repertoire of overseas destinations plan to travel in the next 12 months, November 2013
- Figure 68: Repertoire of overseas destinations plan to travel in the next 12 months, by demographics, November 2013
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Appendix – Important Factors to Decide a Holiday Destination
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- Figure 69: Important factors when deciding a holiday destination, November 2013
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- Figure 70: Most popular important factors when deciding a holiday destination, by demographics, November 2013
- Figure 71: Next most popular important factors when deciding a holiday destination, by demographics, November 2013
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- Figure 72: Other important factors when deciding a holiday destination, by demographics, November 2013
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Appendix – Attitudes towards Spending Holidays
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- Figure 73: Attitudes towards spending holidays, November 2013
- Figure 74: Agreement with the statement ‘Taking personal/annual leave for holiday is better than going on public holidays’, by demographics, November 2013
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- Figure 75: Agreement with the statement ‘What defines a good holiday is the experiences you obtain from it rather than how far the destination is’, by demographics, November 2013
- Figure 76: Agreement with the statement ‘Travelling on an independent holiday costs less than group tour holidays’, by demographics, November 2013
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- Figure 77: Agreement with the statement ‘It is worth sacrificing on cheaper holiday accommodation and spending the extra money on other expenses’, by demographics, November 2013
- Figure 78: Agreement with the statement ‘Holidays are a good opportunity to indulge’, by demographics, November 2013
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- Figure 79: Agreement with the statement ‘Holidays should be a time to relax rather than having a busy itinerary’, by demographics, November 2013
- Figure 80: Agreement with the statement ‘Holidays are a great opportunity to socialise and connect with my family/friends’, by demographics, November 2013
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- Figure 81: Agreement with the statement ‘It is fun to meet/communicate with other travellers during holidays’, by demographics, November 2013
- Figure 82: Agreement with the statement ‘Only overseas holidays are ‘real holidays’ that can provide you with a totally different experience’, by demographics, November 2013
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- Figure 83: Agreement with the statement ‘I prefer to arrange independent holidays myself than taking part in a tour group’, by demographics, November 2013
- Figure 84: Agreement with the statement ‘I don’t mind following the others’ decisions during holidays’, by demographics, November 2013
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- Figure 85: Agreement with the statement ‘It is easier to plan your holiday activities when arriving at the destination rather than planning in advance’, by demographics, November 2013
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Appendix – Further Analysis
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- Figure 86: Target groups, November 2013
- Figure 87: Target groups, by demographics, November 2013
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- Figure 88: Length of holidays, by target groups, November 2013
- Figure 89: Types of holidays taken during domestic holidays, by target groups, November 2013
- Figure 90: Types of holidays taken during overseas holidays, by target groups, November 2013
- Figure 91: Person travelled with in the last 12 months, by target groups, November 2013
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- Figure 92: Places plan to travel to in the next 12 months, by target groups, November 2013
- Figure 93: Important factors to decide a holiday destination, by target groups, November 2013
- Figure 94: Attitudes towards spending holidays, by target groups, November 2013
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