Table of Contents
Executive Summary
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- The market
- Overall strong willingness to go and spend on outbound travel
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- Figure 1: Best- and worst-case forecast of outbound travel market value, China, 2012-22
- Figure 2: Best- and worst-case forecast of outbound travel market volume, China, 2012-22
- Niche outbound destinations increasingly popular
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- Figure 3: Best- and worst-case forecast of outbound travel market volume – Hong Kong, Macau and Taiwan segment, China, 2012-22
- Figure 4: Best- and worst-case forecast of outbound travel market volume – Others segment, China, 2012-22
- Opportunity and challenge brought by regulation, natural disasters and spending priorities
- Companies and brands
- Attract consumers via familiarity
- Travel tech makes outbound travel more convenient
- The consumer
- Majority of surveyed consumers have been to outbound travels
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- Figure 5: Outbound travel frequency, November 2017
- Schedule and budget are the biggest barriers
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- Figure 6: Reasons not undertaking outbound travels, November 2017
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- Figure 7: Reason for not planning for outbound holidays, November 2017
- Nearby destinations are still favoured
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- Figure 8: Top anticipated outbound destinations, November 2017
- Going with families are quite common
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- Figure 9: Outbound travel companion, November 2017
- Price range RMB 6001-12000 is slightly more favourable
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- Figure 10: Outbound travel spending – pie chart, November 2017
- Most outbound travellers are willing to spend more for local food
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- Figure 11: Preference on outbound spending categories, November 2017
- Highlighting enjoyment for independent tours, time and effort saving for package tours
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- Figure 12: Attitudes towards ways to travel, November 2017
- What we think
Issues and Insights
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- Local foods attraction on top of natural sceneries
- The facts
- The implications
- Solo trip an opportunity
- The facts
- The implications
- Package tours to highlight affordability and flexibility
- The facts
- The implications
The Market – What You Need to Know
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- Optimistic outlook for both volume and value
- Increasingly diversified outbound destinations for Chinese tourists
- Policies, natural disasters and spending intentions making growth unpredictable
Market Size and Forecast
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- Overall strong willingness to spend on outbound travel
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- Figure 13: Best- and worst-case forecast of outbound travel market value, China, 2012-22
- Steady growth regarding outbound visits
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- Figure 14: Best- and worst-case forecast of outbound travel market volume, China, 2012-22
Market Segments
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- Hong Kong sees revival while Taiwan keep depressed
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- Figure 15: Best- and worst-case forecast of outbound travel market volume – Hong Kong, Macau and Taiwan segment, China, 2012-22
- Figure 16: Outbound holidays market volume, by destination, China, 2013-17
- ‘Others’ keeps uprising
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- Figure 17: Best- and worst-case forecast of outbound travel market volume – Others segment, China, 2012-22
Market Factors
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- Regulation and taxation for booming tourism
- Natural disasters and international relations hindering travel
- Low-cost outbound travellers still important
Key Players – What You Need to Know
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- Satisfying travellers with familiarity and relaxation
- Cruise market getting mature
- Travel tech energising the travelling experience
Launch Activity and New Product Development
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- Approach Chinese consumers through familiar channels
- Updating transportation experience
- Localisation is helping cruises to continue growth in a market getting mature
- Travelling processes simplified
- Tech-aided tourism guides make visits memorable
- Chatbots are here to help
The Consumer – What You Need to Know
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- Less than one third of consumers haven’t taken outbound travel
- Northeast Asia destinations are most anticipated
- Going outbound with families
- Either higher or lower spending, local food worth to invest more
- Package tours to save time and effort
Outbound Travel Frequency
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- Outbound travel has become common
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- Figure 18: Outbound travel frequency, November 2017
- Children in household is the decision driver
Reason for Not Undertaking Outbound Travel
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- ‘When to go’ is the most troublesome question
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- Figure 19: Reasons not to go on outbound travels, November 2017
- Schedule concerns prevent consumers from future travel plans
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- Figure 20: Reason for not planning for outbound holidays, November 2017
Anticipated Outbound Destinations
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- Nearby countries still top the wish list
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- Figure 21: Top anticipated outbound destinations, November 2017
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- Figure 22: Top 10 anticipated outbound destinations, by user group, November 2017
- Figure 23: Top 10 anticipated outbound destinations, by selected companion, November 2017
- What to offer other than scenery and attractions
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- Figure 24: Reason for choosing anticipated outbound destination, November 2017
- Reasons for the leading anticipated outbound destinations
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- Figure 25: Reason for anticipated outbound destination, by selected destination, November 2017
Outbound Travel Companion
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- Going outbound is more likely to be within families
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- Figure 26: Outbound travel companion, November 2017
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- Figure 27: Outbound travel companion, repertoire, November 2017
- More females go with their parents and small groups of friends
Outbound Travel Spending
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- Most spend less than 30,000 RMB
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- Figure 28: Outbound travel spending – pie chart, November 2017
- Spending amount peaks at aged 30-39
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- Figure 29: Average outbound travel spending, by age group, November 2017
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- Figure 30: Average outbound travel spending, by age group, November 2017
Preference on Outbound Spending
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- Local food tops the list of increased spending
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- Figure 31: Preference in outbound spending categories, November 2017
- Demographic differences
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- Figure 32: Selected preference on outbound spending categories, by gender, November 2017
Attitudes towards Ways to Outbound Travel
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- Package travel on saving time and effort
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- Figure 33: Attitudes towards ways to travel, November 2017
- Independent travel helps to explore the destination
- Customised travel: greater education needed
- Cruise tours is not widely acknowledge to better control budget
Meet the Mintropolitans
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- More prefer unfamiliar destinations
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- Figure 34: Outbound destinations see most divergence between Mintropolitans and non-Mintropolitans, by consumer classification, November 2017
- More Mintropolitans go with families
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- Figure 35: Selected outbound travel companions, by consumer classification, November 2017
- Significantly higher average spending and willing to spend more
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- Figure 36: Average outbound travel spending, by consumer classification, November 2017
- Customised and cruise tours should reinforce how to help Mintropolitans enjoy the trip, especially with their children
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- Figure 37: Attitudes towards ways to outbound travels, consumer classification, customised tours and cruises, November 2017
Appendix – Market Size and Forecast
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- Figure 38: Best- and worst-case forecast of outbound travel market value, China, 2012-22
- Figure 39: Best- and worst-case forecast of outbound travel market volume, China, 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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