Table of Contents
Overview
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- What you need to know
- Themes covered in this Report
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- Figure 1: Definition of low/mid/high MHI groups, by city tier
- Figure 2: Definition of East, South, North and Mid-west consumer groups
Executive Summary
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- The market
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- Figure 3: Best- and worst-case forecast volume of HK/MC/TW travellers, 2011-21
- Figure 4: Best- and worst-case forecast volume of other outbound travellers, 2011-21
- The consumer
- Geographic and cultural factors matter
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- Figure 5: Destinations of outbound travel, September 2016
- Chinese outbound travellers are inspired by various information channels
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- Figure 6: Outbound travel inspiration, September 2016
- Outbound travellers are seeking romantic getaways and family trips
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- Figure 7: Interested travel themes, September 2016
- Travel with more demands
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- Figure 8: Key consideration factors for outbound travel, September 2016
- Apps are important for self-guided tours
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- Figure 9: Apps used in the self-guided tour, September 2016
- Cruise trips are most associated with being romantic
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- Figure 10: Perception of outbound cruise travel, September 2016
- What we think
Issues and Insights
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- Destination marketing should look beyond traditional advertising
- The facts
- The implications
- Change thoughts to better appeal to 20-24s
- The facts
- The implications
- Themed travel as an emerging trend
- The facts
- The implications
The Market – What You Need to Know
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- Non-HK, MC, TW segment takes the future lead
Market Size and Forecast
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- The HK, MC and TW segment dragged down growth
- ‘Others’ segment remains buoyant
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- Figure 11: Number of outbound Chinese travellers, 2011-16
- Promising market in the future
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- Figure 12: Best- and worst-case forecast volume of outbound travellers, 2011-21
Market Segmentation
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- Hong Kong, Macau and Taiwan
- Overall segment growth rate is influenced by Hong Kong’s performance
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- Figure 13: Volume and share of Hong Kong, Macau and Taiwan markets, 2014-16
- Hong Kong market is still in a slump
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- Figure 14: Number and annual growth of travellers from mainland China who have visited Hong Kong, by month, 2014-16
- Macau market sees signs of picking up in the future
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- Figure 15: Number and annual growth of travellers from mainland China who have visited Macau, by month, 2014-16
- Taiwan market is facing a big setback
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- Figure 16: Number and annual growth of travellers from mainland China who have visited Taiwan, by month, 2014-16
- Hong Kong, Macau and Taiwan need time to recover
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- Figure 17: Best- and worst-case forecast volume of HK/Macau/Taiwan travellers, 2011-21
- Others
- Chinese travellers flock to South Korea and Japan
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- Figure 18: Share of South Korea, Japan and ‘other’ markets, 2014-16
- South Korea continually attracts travellers in 2016
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- Figure 19: Number and annual growth of travellers from mainland China who have visited South Korea, by month, 2014-16
- Fever in the Japan market
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- Figure 20: Number and annual growth of travellers from mainland China who have visited Japan, by month, 2014-16
- The growth of ‘others’ surging ahead
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- Figure 21: Best- and worst-case forecast volume of other outbound travellers, 2011-21
Market Challenges
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- A weakening Chinese Yuan
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- Figure 22: The growth rate of the central parity between January and November, 2016
- Volatile price of aircraft fuel
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- Figure 23: Average price of crude oil per barrel, 2016 Jan-Nov
Key Players – What You Need to Know
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- Leading players are increasing investment in outbound travel market
- More cooperation between technology and travel industries
Competitive Strategies
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- Ctrip
- Alitrip
- Tuniu
- Baicheng
- UTour Group
- Caissa Touristic
Who’s Innovating?
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- More fusion in travel and technology
- Houston using VR to boost tourism
- The Tattoo Flyer
- Trip Book Smiles
- Pokémon Go in Switzerland
The Consumer – What You Need to Know
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- Trend of going beyond the familiar destinations
- Destination marketing can leverage different media
- Romantic getaways and family trip are the most popular
- Chinese people are travelling abroad with more demands
- Apps are essentials for self-guided tours
- A promising future for outbound cruise trips
Destination of Outbound Travel
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- Geographic and cultural factors are influential for destination selection
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- Figure 24: Destination of outbound travel, September 2016
- Destination preference in the last year
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- Figure 25: Destinations that outbound travellers have visited in the last 12 months, by age and income, September 2016
- Consumers’ preferred travel type changes with destination
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- Figure 26: Outbound destinations visited in the past 12 months, by travel type, September 2016
- Travellers who have taken package tours tend to visit more destinations
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- Figure 27: Repertoire analysis of outbound destinations visited in the past 12 months, September 2016
Outbound Travel Inspirations
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- Use more media to generate travel interest
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- Figure 28: Outbound travel inspirations, September 2016
- Travel-technology fusion could be the future of marketing
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- Figure 29: Outbound travel inspirations, by age, September 2016
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- Figure 30: Baidu index trend for ‘Sisters over Flowers’ and Italy
- The power of documentary
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- Figure 31: Respondents who think information from documentaries helps them make a decision to travel abroad, by age and gender, September 2016
Interested Travel Themes
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- Romantic getaways and family trip are most popular
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- Figure 32: Interested travel themes, September 2016
- Shopping, health therapy/treatment, luxury experience and religious pilgrimage can help to attract 25-39s
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- Figure 33: Respondents who are very interested in listed travel themes, by age, September 2016
- A strong interest in cosmetic surgery/slimming trips in tier two and three cities
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- Figure 34: Respondents who are very interested in listed travel themes, by city tier, September 2016
Key Consideration Factors for Outbound Travel
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- More demanding travellers
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- Figure 35: Key consideration factors for outbound travel, September 2016
- 20-24s most care about who they go with
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- Figure 36: Respondents who think listed consideration factors are very important for their outbound travel, by age, September 2016
- Opportunity for the premium travel market
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- Figure 37: Respondents who think listed consideration factors are very important for their outbound travel, by household income, September 2016
Apps Used in the Self-guided Tour
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- On average, 4.7 types of apps were used in a self-guided tour
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- Figure 38: Apps used in the self-guided tour, September 2016
- 20-24s focus on guide and social network-type of travel apps
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- Figure 39: Apps used in the self-guided tour, by age, September 2016
- Travellers’ preferences for apps also depend on their destinations
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- Figure 40: Apps used in the self-guided tour, by travel destinations, September 2016
Outbound Cruise Travel
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- Half of respondents claim they have taken cruises
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- Figure 41: Penetration of outbound cruise travel, September 2016
- Outbound cruise travel is highly associated with a romantic experience
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- Figure 42: Perception of outbound cruise travel, September 2016
- Change of perception after taking cruises
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- Figure 43: Change of perception of outbound cruise travel, September 2016
- Perception changes of travellers with different household income
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- Figure 44: Change of perception of outbound cruise travel, pre-to-post ratings, by household income, September 2016
- Perception changes across travellers of different ages
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- Figure 45: Change of perception of outbound cruise travel, pre-to-post ratings, by age, September 2016
Meet the Mintropolitans
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- Mintropolitans are self-guided tour lovers
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- Figure 46: Respondents who have taken self-guided tours to listed destinations, by consumer classification, September 2016
- Mintropolitans are more likely to be inspired by TV drama and book
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- Figure 47: Outbound travel inspirations, by consumer classification, September 2016
- Mintropolitans are likely to use more transportation-related apps
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- Figure 48: Apps used in the self-guided tour, by consumer classification, September 2016
- Mintropolitans are more likely to feel positively about cruises
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- Figure 49: Perception of outbound cruise travel, by consumer classification, September 2016
- Figure 50: Change of perception of outbound cruise travel, September 2016
Appendix – Market Size and Forecast
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- Figure 51: Number of Chinese outbound tourists, 2011-21
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Appendix – Market Segmentation
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- Figure 52: Number of Chinese outbound tourists, by segment, 2011-21
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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