Table of Contents
Executive Summary
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- The market
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- Figure 2: Best- and worst-case forecast volume of domestic travellers, 2011-21
- Figure 3: Best- and worst-case forecast volume of outbound travellers, 2011-21
- The consumer
- 88% of respondents have taken holidays in the last 12 months
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- Figure 4: Holidays taken in the last 12 months, January 2016
- Booking online is most popular when having domestic travels
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- Figure 5: Booking methods for last domestic holiday, January 2016
- Impulsive domestic travel could be a upcoming trend
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- Figure 6: Booking details of last domestic holiday, January 2016
- South Korea attracts most outbound tourists
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- Figure 7: Destination of last overseas holiday, January 2016
- Fewer consumers travelling to Hong Kong/Macau/Taiwan for longer stays
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- Figure 8: Duration of last overseas holiday, by destination, January 2016
- Consumers also book flight ticket first when it comes to outbound travel
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- Figure 9: Booking details of last overseas holiday, January 2016
- Meituan is emerging as a strong player in the holiday booking market
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- Figure 10: Usage of online holiday booking websites, January 2016
- What we think
Issues and Insights
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- Win tourists with comprehensive holiday products
- The facts
- The implications
- How can offline travel agencies boost their appeal to consumers?
- The facts
- The implications
- Impulse holidays to boost the domestic travel market
- The facts
- The implications
- Scope for the development of local entertainment activities
- The facts
- The implications
The Market – What You Need to Know
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- The volume of tourists keeps increasing
Market Size and Forecast
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- Double-digit growth in the last five years
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- Figure 11: Domestic and outbound Chinese travellers, 2011-16
- Tourism market volume in the next five years will continue to grow
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- Figure 12: Best- and worst-case forecast volume of total travellers, 2011-21
- Domestic travel
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- Figure 13: Best- and worst-case forecast volume of domestic travellers, 2011-21
- Outbound travel
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- Figure 14: Best- and worst-case forecast volume of outbound travellers, 2011-21
Market Drivers
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- Foreign countries relax visa requirements to attract more Chinese consumers
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- Figure 15: Some countries that have or will relax visa requirements to Chinese tourists
- Falling exchange rate may have a negative impact on overseas travel market
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- Figure 16: The central parity of RMB against USD, 2015-16
Key Players – What You Need to Know
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- Ctrip and Qunar partnering up
- Target consumers with specialised holiday products
Competitive Strategies
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- Ctrip and Qunar went into partnership
Who’s Innovating?
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- Specialised tours are emerging
- Ctrip promotes one-stop packaged tour for celebrity fans
- Sports tourism is a white space that companies can tap into
- Medical tourism is going to take off
- Enjoy first, pay later
- Live streaming has been applied to the holiday booking process as well
The Consumer – What You Need to Know
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- Travelling is a part of people’s life
- Having an impulse domestic holiday could be an upcoming trend
- Consumers behave differently in terms of outbound holidays
- Meituan, as a holiday booking website, becomes a rising star
Holidays Taken in the Last 12 Months
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- Fewer trips but more spending
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- Figure 17: Holidays taken in the last 12 months, July 2014 and January 2016
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- Figure 18: Holidays taken in the last 12 months, January 2015 and January 2016
- 31% of consumers take holidays in both Mainland China and abroad
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- Figure 19: Holidays taken in the last 12 months, January 2016
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- Figure 20: Holidays taken in the last 12 months, by demographics, January 2016
- Target groups for domestic and overseas holiday products
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- Figure 21: Holidays taken in Mainland China, by demographics, January 2016
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- Figure 22: Holidays taken abroad, by demographics, January 2016
Last Domestic Holiday
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- 69% of consumers take independent holidays in Mainland China
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- Figure 23: Type of last domestic holiday, January 2016
- Opportunities brought by long-haul domestic holidays
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- Figure 24: Time spent on last domestic holiday, January 2016
- Booking through PC/laptop and mobile/tablet is most popular
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- Figure 25: Booking methods for last domestic holiday, January 2016
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- Figure 26: Cross analysis of booking methods, January 2016
Booking Details of Last Domestic Holiday
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- Flight tickets are booked first
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- Figure 27: Penetration and average booking time of domestic holiday products, January 2016
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- Figure 28: Cross analysis of booked holiday products, January 2016
- Having an impulsive domestic holiday is an upcoming trend
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- Figure 29: Booking details of last domestic holiday, January 2016
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- Figure 30: Tourists who have booked selected holiday products one week or less in advance, by age, January 2016
Destination of Last Overseas Holiday
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- South Korea attracts more visitors
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- Figure 31: Destination of last overseas holiday, January 2016
- Hong Kong is still appealing to some Chinese tourists
- Japan is a popular destination among high earners and tier one city residents
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- Figure 32: Consumers who have visited Japan as their last overseas holiday destination, by demographics, January 2016
Last Overseas Holiday
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- Two fifths of outbound visitors took part in group tours
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- Figure 33: Type of last domestic holiday, January 2016
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- Figure 34: Type of last overseas holiday, by booking method, January 2016
- Consumers spend less time in Hong Kong/Macau/Taiwan
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- Figure 35: Duration of last overseas holiday, by destination, January 2016
- Travel agencies have advantages in outbound travel
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- Figure 36: Booking method, by travel destinations, January 2016
Booking Details of Last Overseas Holiday
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- Flight ticket has a leading position
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- Figure 37: Penetration and average booking time of overseas holiday products, January 2016
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- Figure 38: Penetration of holiday products among consumers who have taken domestic and overseas holidays, January 2016
- Figure 39: Booking details of last overseas holiday, January 2016
Online Holiday Booking Websites
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- Meituan surpasses many established OTAs
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- Figure 40: Usage of online holiday booking websites, January 2016
- Mafengwo and Qyer are weaker in making viewers become buyers
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- Figure 41: Conversion rate of online holiday booking websites, January 2016
- Mangocity need more improvements
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- Figure 42: Retention rate of online holiday booking websites, January 2016
Meet the Mintropolitans
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- Mintropolitans are more interested in travelling
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- Figure 43: Holidays taken in the last 12 months, by consumer classification, January 2016
- Long trips are appealing to Mintropolitans
- There are different segments of the Mintropolitans
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- Figure 44: Booking methods of Mintropolitans, by holiday types, January 2016
Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- Mintropolitans
- Why Mintropolitans?
- Abbreviations
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