What you need to know
As outbound travel has become quite common for Chinese consumers, future growth will rely on encouraging them to go more frequently. Stimulating interest in more frequent visits could be achieved by fulfilling outbound travellers’ needs for local food and solo trips. Meanwhile, the four typical ways to travel (package, independent, customised and cruise tours) need to highlight their benefits more clearly to consumers, such as the convenience of package tours and the flexibility of independent tours, while greater market education could help to boost interest in customised and cruise tours.
This Report provides analysis on outbound travel behaviour, including frequency, companions and spending. It also explores consumers’ attitudes and preferences regarding outbound travel, including reasons for not taking outbound holidays, anticipated outbound destinations and reasons, spending priorities and attitudes towards differing options in outbound travels.
Covered in this report
Outbound travel refers to holidays taken by Chinese residents for leisure purpose, and destinations are outside of Mainland China, including Hong Kong, Macau and Taiwan.
In this Report, four types of travellers are defined based on travel frequency:
Non-travellers refer to travellers who haven’t taken any outbound holidays in the past 12 months
Occasional travellers refer to those who have taken one outbound holidays in the past 12 months
Advanced travellers refer to those who have taken two or three outbound holidays in the past 12 months
Heavy travellers refer to those who have taken more than three outbound holidays or more in the past 12 months.
