Table of Contents
Executive Summary
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- The market
- Domestic travel
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- Figure 1: Best- and worst-case forecast volume of domestic travellers, 2009-19
- Outbound travel
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- Figure 2: Best- and worst-case forecast volume of outbound travellers, 2009-19
- The consumer
- Domestic holidays have become very common for Chinese urbanites, while overseas holidays are still somewhat of a luxury
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- Figure 3: Holidays taken in the past 12 months, by domestic vs overseas, January 2015
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- Figure 4: Holidays taken in the past 12 months, January 2015
- Holiday marketers should leverage platforms where people share their travel experiences
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- Figure 5: Information channels used when planning a holiday, January 2015
- Local food is the most popular souvenir for Chinese tourists
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- Figure 6: Purchases made while on holiday, January 2015
- Perceptions of outbound destinations
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- Figure 7: Perceptions of outbound holiday destinations, January 2015
- More Chinese agree “When in Rome, do as the Romans do”
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- Figure 8: Experiences interested in while on holiday, January 2015
- Chinese payment methods and access to internet are most important when travelling abroad
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- Figure 9: ‘Must-have’s when travelling abroad, January 2015
- Key issues
- Attract more Chinese tourists by correcting misperceptions
- Chinese tourists are looking for exotic experiences, but still prefer to stay in the comfort zone
- Liberate the parents on family tours
- Leveraging local food to attract Chinese tourists
- What we think
Issues and Insights
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- Attract more Chinese tourists by correcting misperceptions
- The facts
- The implications
- Chinese tourists are looking for exotic experiences, but still prefer to stay in the comfort zone
- The facts
- The implications
- Liberate the parents on family tours
- The facts
- The implications
- Leveraging local food to attract Chinese tourists
- The facts
- The implications
Trend Applications
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- The Real Thing
- Access All Areas
- Influentials
Market Size and Forecast
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- Key points
- Tourism market has been heating up over 2009-14
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- Figure 10: Best- and worst-case forecast value of holidays, 2009-19
- Figure 11: Domestic and outbound Chinese travellers, by person-time, 2009-14
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- Figure 12: Share of domestic and outbound Chinese travellers, by person-times, 2009-14
- Chinese are spending more each time they travel
- Forecast of the tourism market volume
- Domestic travel
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- Figure 13: Best- and worst-case forecast volume of domestic travellers, 2009-19
- Outbound travel
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- Figure 14: Best- and worst-case forecast volume of outbound travellers, 2009-19
- Forecast methodology
- Popular outbound destinations of Chinese travellers
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- Figure 15: Top 10 popular outbound destinations of Chinese travellers, by number of visitors, million person-times, 2009-13
The Consumer – Holidays Taken in the Past 12 Months
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- Key points
- Domestic holidays have become very common among urban Chinese…
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- Figure 16: Holidays taken in the past 12 months, by domestic vs overseas, January 2015
- …while overseas holidays are popular among affluent people and consumers from tier one cities
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- Figure 17: Holidays taken in the past 12 months, domestic versus overseas, by demographics, January 2015
- Japan/South Korea are the most popular overseas destinations for independent holidays in the past 12 months
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- Figure 18: Holidays taken in the past 12 months, by domestic vs overseas, January 2015
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- Figure 19: Types of holidays taken in the past 12 months, by domestic vs overseas, January 2015
The Consumer – Information Channels Used When Planning a Holiday
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- Key points
- Chinese tourists like to rely on others’ experience
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- Figure 20: Information channels used when planning a holiday, January 2015
- Younger consumers rely more on social networks
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- Figure 21: Selected information channels used when planning a holiday, by age, January 2015
- Travel forums and official websites of tourist boards are more important sources for holidaymakers going overseas
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- Figure 22: Selected information channels used when planning a holiday, by holiday destinations, January 2015
- Importance of information channels to consumers from different income groups varies
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- Figure 23: Selected information channels used when planning a holiday, by monthly personal income, January 2015
- Consumers from tier 2/3 cities use travel agencies more
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- Figure 24: Selected information channels used when planning a holiday, “Travel agencies”, by tier and city, January 2015
The Consumer – Purchases Made while on Holiday
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- Key points
- Local food is the most popular souvenir
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- Figure 25: Purchases made while on holiday, January 2015
- Significantly more consumers buy non-food categories from overseas
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- Figure 26: Selected purchases made while on holiday, “Have bought this product”, by destination, January 2015
- Females buy more for themselves while males buy more for others
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- Figure 27: Purchases made while on holiday, “Bought for myself”, by gender, January 2015
- Facilitate buying on behalf of others
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- Figure 28: Purchase made during travel on behalf of someone else, January 2015
The Consumer – Perceptions of Outbound Destinations
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- Key points
- Perceptions of popular outbound destinations
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- Figure 29: Perceptions of outbound holiday destinations, January 2015
- Change of perceptions after visiting destinations
- Hong Kong/Macau/Taiwan
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- Figure 30: Change of perception for Hong Kong/Macau/Taiwan, pre-to-post ratings*, by percentage points, January 2015
- Japan/Korea
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- Figure 31: Change of perception for Japan/Korea, pre-to-post ratings, by percentage points, January 2015
- Southeast Asia
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- Figure 32: Change of perception for Southeast Asia, pre-to-post ratings, by percentage points, January 2015
- Europe
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- Figure 33: Change of perception for Europe, pre-to-post ratings, by percentage points, January 2015
- United States/Canada
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- Figure 34: Change of perception for United States/Canada, pre-to-post ratings, by percentage points, January 2015
- Australia/New Zealand
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- Figure 35: Change of perception for Australia/New Zealand, pre-to-post ratings, by percentage points, January 2015
The Consumer – Experiences Interested in while on Holiday
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- Key points
- More Chinese agree “When in Rome, do as the Romans do”
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- Figure 36: Experiences interested in while on holiday, January 2015
- Wildlife attracts families with children
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- Figure 37: Experiences interested in while on holiday, “Playing with/observing animals”, by marital status and children in household, January 2015
- Young females want to dress like locals
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- Figure 38: Experiences interested in while on holiday, “Wearing local clothes”, by gender and age group, January 2015
- Older consumers want something less superficial
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- Figure 39: Experiences interested in while on holiday, “Visiting local workshops/factories”, by age, January 2015
The Consumer – ‘Must-have’s When Travelling Abroad
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- Key points
- Making payment easy is most important
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- Figure 40: ‘Must-have’s when travelling abroad, January 2015
- Offer internet access to attract more Chinese tourists
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- Figure 41: Selected ‘Must-have’s when travelling abroad, by age, January 2015
- Consumers aged 30-49 find more comfort in having things the Chinese way
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- Figure 42: Selected ‘Must-have’s when travelling abroad, by age, January 2015
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