Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- Chinese Holiday Market Overview
- The consumer
- Understanding different types of Chinese travellers
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- Figure 1: Target groups, July 2014
- Short break popular for domestic destinations; 4 days+ popular for international destinations
- Domestic vs overseas planning responsibilities
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- Figure 2: Responsibility for planning holiday before – Mainland China and abroad, July 2014
- Booking time shortening
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- Figure 3: Booking time for holiday in Mainland China and abroad, July 2014
- Opportunities in female traveller’s market
- Key issues
- The shift to mobile online booking
- Convergence of channels to optimise the traveller’s holiday booking experience
- Improve holiday product price transparency and comparison
- Demand for personalisation fuels customised holiday products
- What we think
Chinese Holiday Market Overview
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- Key points
- Chinese domestic holiday market size
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- Figure 4: Chinese domestic travellers, by volume and value, 2008-15 (forecast)
- Chinese outbound holiday market size
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- Figure 5: Chinese outbound tourist, by volume, 2008-15 (forecast)
- Holiday booking market
- Market drivers
- Growing national economy thus growing per capita disposable income
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- Figure 6: China annual GDP and year-on-year growth rate, 2004-13
- Improved travel policies and visa applications
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- Figure 7: Countries with approved destination status, December 2012
- Visa-free or visa-approved-upon-arrival destinations
- Revision of tourism regulation on group travel packages
- Emerging Free Independent Travellers
- Increasingly more high earners use annual leave to go on holiday
- Increased internet penetration triggers the travelling demand
- Booming smartphone ownership and mobile apps usage
- Infrastructure improvements contribute to more travelling
- Market barriers
- Limited or unable to utilise paid vacation days for low income earners
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- Figure 8: Length of holidays, by profession, November 2013
Issues and Insights
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- The shift to mobile online booking
- The facts
- The implications
- Convergence of channels to optimise the traveller’s holiday booking experience
- The facts
- The implications
- Improve holiday product price transparency and comparison
- The facts
- The implications
- Demand for personalisation fuels customised holiday products
- The facts
- The implications
Trend Application
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- Trend: Life Hacking
- Trend: Make it Mine
- Trend: Access All Areas
Leading Holiday Companies and Brands
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- Online Travel Agency (OTA)
- Ctrip
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- Figure 9: Ctrip company background
- Tuniu Corporation
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- Figure 10: Tuniu Corporation company background
- eLong, Inc
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- Figure 11: eLong company background
- Tongcheng
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- Figure 12: Tongcheng company background
- Travel search engines or platforms
- Qunar
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- Figure 13: Qunar company background
- User-generated content travel websites
- Qyer.com
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- Figure 14: Qyer company background
- Lvmama.com
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- Figure 15: Lvmama company background
- Foreign operators
- Booking.com (缤客)
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- Figure 16: Booking.com company background
- Daodao.com(到到网)
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- Figure 17: Daodao.com company background
Innovation and Innovators
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- “One-yuan” Entrance Ticket Promotion
- Rivalry in Visa Application Fee
- Buy a Flight Ticket, Get a Free Visa
- Layaway Holiday Products
The Consumer – Understanding Different Types of Chinese Travellers
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- Key points
- Different styles of travelling and holiday booking
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- Figure 18: Target groups, July 2014
- Active Travellers
- Actively browsing for holiday products and information
- Customer service and exclusive products are keys to win them
- Even more appealing with the loyalty scheme
- Less planning, less worry during holidays
- Opportunities
- Family Connectors
- Best deal price and easy booking are important
- Meticulous holiday planner
- Holiday activities for the family
- Opportunities
- Self-discoverers
- Enjoy a well-organised holiday
- Besides price, product offer and customer service are important
- Seeking to immerse themselves in holiday experiences
- Opportunities
- Amateur
- Inexperience in planning
- Opportunity
The Consumer – Types of Holiday
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- Key points
- Short independent holiday in Mainland China is the most popular
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- Figure 19: Types of holiday taken – Mainland China, July 2014
- Group tours are preferred for long holiday abroad
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- Figure 20: Types of holiday – Abroad, July 2014
- Family with young kids like to travel
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- Figure 21: Types of holiday, Mainland China and holiday abroad, by age of children, July 2014
- Four in 10 respondents haven’t been on holiday abroad
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- Figure 22: Types of holiday – Abroad, by selected demographics, July 2014
The Consumer – Who Plans the Holiday?
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- Key points
- Responsibility for planning holiday changes according to destination
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- Figure 23: Responsibility for planning holiday before – Mainland China and abroad, July 2014
- Low earners and those from tier two/three cities share the planning role…
- …offer assistance for those taking the main roles
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- Figure 24: Responsibility for planning holiday before – Mainland China, by gender and age, July 2014
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- Figure 25: Responsibility for planning holiday before – Abroad, by gender and age, July 2014
The Consumer – When do People Book their Holiday?
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- Key points
- Booking time shortening
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- Figure 26: Booking time for holiday in Mainland China and abroad, July 2014
- Booking for short-haul break tends to be left till last minute
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- Figure 27: Booking time for domestic holidays, July 2014
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- Figure 28: Booking time for holidays abroad, July 2014
- Late, middle and early bookers
- Holiday in Mainland China
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- Figure 29: Time of booking prior to departure – Mainland China, by region and tier group, July 2014
- Holiday abroad
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- Figure 30: Time of booking prior to departure – Abroad, by region and tier group, July 2014
The Consumer – Method for Booking Most Recent Travel
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- Key points
- Booking through desktop/laptops and in person are the most common
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- Figure 31: Offline and online booking channels used in the last 12 months, July 2014
- Booking in person vs booking online with desktop/laptop/mobile
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- Figure 32: Online and offline booking channels used in selected holiday product in the last 12 months, by age, July 2014
- Emerging mobile booking
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- Figure 33: Mobile booking used in the last 12 months, by age, July 2014
The Consumer – Online Travel Sites
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- Key points
- Ctrip.com and qunar.com are the most commonly used
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- Figure 34: Online sites used in holiday booking process over the last 12 months – Mainland China and abroad, July 2014
- Tourist board websites are popular for holidays abroad
- High earners refer to more channels
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- Figure 35: Most frequent online booking sites used in the last 12 months – Abroad, by monthly personal income, July 2014
The Consumer – Factors Impacting Which Holiday Channel to Book
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- Key points
- Transparent charges are the most important concern
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- Figure 36: Most important consideration factors when choosing booking service providers, July 2014
- Secure payment method
- Men are more likely to look for customer services and efficient process
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- Figure 37: Selected important factors for booking channel of total rank, by gender, July 2014
- What criteria low earners look for
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- Figure 38: Most important factors for booking channel, by monthly personal income, July 2014
- Exclusive products and loyalty schemes for high earners
The Consumer – Holiday Booking Behaviour
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- Key points
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- Figure 39: Holiday booking behaviour, July 2014
- Impulse holiday booking
- Personalised holiday products
- Women and low earners are more likely to compare deals
- Membership reward programme to retain existing customers
- Affiliated credit cards to appeal to high-income travellers
- Online holiday advertisements
The Consumer – Attitudes towards Holidays
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- Key points
- Holiday Planning and Booking
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- Figure 40: Statements related to holiday planning and booking, July 2014
- High street travel providers still have worth amongst men and high earners
- Is more information really what the traveller wants?
- Opportunities in the female traveller’s market
- Holiday lifestyle
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- Figure 41: Statements related to holiday lifestyle, July 2014
- Package holidays are more favourable for fewer worries
- Demand for innovative holiday experiences
Appendix – The Consumer – Types of Holiday
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- Figure 42: Types of holiday – Mainland China, by demographics, July 2014
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- Figure 43: Types of holiday – Abroad, by demographics, July 2014
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Appendix – The Consumer – Who Plans the Holiday?
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- Figure 44: Responsibility for planning holiday before – Mainland China, by demographics, July 2014
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- Figure 45: Responsibility for planning holiday before – Abroad, by demographics, July 2014
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Appendix – The Consumer – When do People Book their Holiday?
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- Figure 46: Time of booking prior to departure – Mainland China, by demographics, July 2014
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- Figure 47: Time of booking prior to departure – Abroad, by demographics, July 2014
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Appendix – The Consumer –Method for Booking Most Recent Travel
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- Figure 48: Offline and online booking channels used in the last 12 months, July 2014
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- Figure 49: Offline and online booking channels used in the last 12 months – Travel plus accommodation, by demographics, July 2014
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- Figure 50: Offline and online booking channels used in the last 12 months – Group tour^, by demographics, July 2014
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- Figure 51: Offline and online booking channels used in the last 12 months – Cruise, by demographics, July 2014
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- Figure 52: Offline and online booking channels used in the last 12 months – Flight, by demographics, July 2014
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- Figure 53: Offline and online booking channels used in the last 12 months – Train/coach, by demographics, July 2014
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- Figure 54: Offline and online booking channels used in the last 12 months – Accommodation, by demographics, July 2014
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- Figure 55: Offline and online booking channels used in the last 12 months – Entrance ticket of attractions, by demographics, July 2014
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- Figure 56: Offline and online booking channels used in the last 12 months – Travel insurance, by demographics, July 2014
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- Figure 57: Offline and online booking channels used in the last 12 months – Car rentals, by demographics, July 2014
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- Figure 58: Offline and online booking channels used in the last 12 months – Entertainment activities, by demographics, July 2014
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- Figure 59: Most popular frequent online booking sites used in the last 12 months – Mainland China, by demographics, July 2014
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- Figure 60: Next most popular frequent online booking sites used in the last 12 months – Mainland China, by demographics, July 2014
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- Figure 61: Other frequent online booking sites used in the last 12 months – Mainland China, by demographics, July 2014
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- Figure 62: Most popular frequent online booking sites used in the last 12 months – Abroad, by demographics, July 2014
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- Figure 63: Next most popular frequent online booking sites used in the last 12 months – Abroad, by demographics, July 2014
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- Figure 64: Other frequent online booking sites used in the last 12 months – Abroad, by demographics, July 2014
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Appendix – The Consumer – Factors Impacting Which Holiday Channel to Book
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- Figure 65: Most important factors for booking channel, July 2014
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- Figure 66: Most important factors for booking channel – Rank 1, by demographics, July 2014
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- Figure 67: Next most important factors for booking channel – Rank 1, by demographics, July 2014
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- Figure 68: Other important factors for booking channel – Rank 1, by demographics, July 2014
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- Figure 69: Most important factors for booking channel – Rank 2, by demographics, July 2014
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- Figure 70: Next most important factors for booking channel – Rank 2, by demographics, July 2014
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- Figure 71: Other important factors for booking channel – Rank 2, by demographics, July 2014
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- Figure 72: Most important factors for booking channel – Rank 3, by demographics, July 2014
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- Figure 73: Next most important factors for booking channel – Rank 3, by demographics, July 2014
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- Figure 74: Other important factors for booking channel – Rank 3, by demographics, July 2014
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- Figure 75: Most important factors for booking channel – Rank 4, by demographics, July 2014
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- Figure 76: Next most important factors for booking channel – Rank 4, by demographics, July 2014
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- Figure 77: Other important factors for booking channel – Rank 4, by demographics, July 2014
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- Figure 78: Most important factors for booking channel – Rank 5, by demographics, July 2014
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- Figure 79: Next most important factors for booking channel – Rank 5, by demographics, July 2014
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- Figure 80: Other important factors for booking channel – Rank 5, by demographics, July 2014
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Appendix – The Consumer – Holiday Booking Behaviour
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- Figure 81: Most popular holiday booking behaviour, by demographics, July 2014
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- Figure 82: Next most popular holiday booking behaviour, by demographics, July 2014
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Appendix – The Consumer – Attitudes towards Holiday
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- Figure 83: Attitudes towards holiday booking, July 2014
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- Figure 84: Agreement with the statement ‘Online travel providers are not as reliable as those providers with a physical entity’, by demographics, July 2014
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- Figure 85: Agreement with the statement ‘Interacting with companions during the holiday is more important than exploring the destination’, by demographics, July 2014
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- Figure 86: Agreement with the statement ‘The fewer things you need to take care of during the holiday, the more relaxed you feel’, by demographics, July 2014
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- Figure 87: Agreement with the statement ‘Enjoying the journey to the destination is also an important part of the holiday experience’, by demographics, July 2014
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- Figure 88: Agreement with the statement ‘A wonderful holiday doesn’t need to cost much’, by demographics, July 2014
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- Figure 89: Agreement with the statement ‘Having the freedom of choice is important to a pleasant holiday’, by demographics, July 2014
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- Figure 90: Agreement with the statement ‘Package holidays allow me to enjoy my holiday more’, by demographics, July 2014
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- Figure 91: Agreement with the statement ‘Too much planning is a waste of time’, by demographics, July 2014
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- Figure 92: Agreement with the statement ‘Things are less likely to go wrong for a package holiday compared to an independent holiday’, by demographics, July 2014
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- Figure 93: Agreement with the statement ‘An innovative itinerary arranged by myself is more interesting than following a traditional travelling route’, by demographics, July 2014
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- Figure 94: Agreement with the statement ‘Travellers’ detailed reviews are more useful than the overall rating of the attractions/services’, by demographics, July 2014
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- Figure 95: Agreement with the statement ‘It is important to do research about a holiday destination extensively before travelling’, by demographics, July 2014
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Appendix – The Consumer – Further Analysis
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- Figure 96: Target groups, by demographics, July 2014
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- Figure 97: Offline and online booking channels used in the last 12 months, by target groups, July 2014
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- Figure 98: Most frequent online booking sites used in the last 12 months – Mainland China, by target groups, July 2014
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- Figure 99: Most frequent online booking sites used in the last 12 months – Abroad, by target groups, July 2014
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- Figure 100: Most important factors for booking channel, by target groups, July 2014
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- Figure 101: Holiday booking behaviour, by target groups, July 2014
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- Figure 102: Attitudes towards holiday booking, by target groups, July 2014
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