China Travel Influencers Market Report 2020
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Report Summary
Providing the most comprehensive and up-to-date information and analysis of the China Travel Influencers market, including the behaviours, preferences and habits of the consumer.
While the COVID-19 pandemic caused a halt to international and domestic travel in the first half of 2020, holiday spending has picked up in October and November. More respondents have spent money on holidays in November 2020 than in July and August, although fewer than 20% have spent more on holidays. This indicated that while the holiday industry is recovering, consumers are still cautious towards travel.
Previously, influencers’ opinions on travel were considered very powerful in influencing travel destinations, livestreams and tourist attractions are now considered as key motivators. Short video apps and travel livestreaming has become increasingly popular, with 92% of respondents aged 18-49 having watching livestreams between September – December 2019. 44% of these respondents have reported being willing to visit destinations seen in livestreams, and 48% prefer watching travel videos over still images and text.
These new short video apps provide new opportunities for innovation in the travel industry. Consumers prefer to get information about travel destinations directly from brands than secondary sources, meaning that brand expansion into these areas could prove lucrative. Moral value of brands and cultural knowledge could also be key to attracting Gen-Zers, as well as transparency and friendly styles.
Read on to discover more details or take a look at all of our China Holidays and Travel market research.
Quickly understand
- Key motivators of travel destination choices and information channels for various travel activities.
- Preferred characteristics of travel influencers.
- Watch and conversion rate of travel live streaming commerce and motivations for purchasing.
- Opportunities in travel content marketing.
Covered in this report
Brands: Nike, Shichadao, Ctrip, Zhejiang New Century Hotel Group, Marriot International, Spring Airlines.
Social Media Platforms: Fliggy, Taobao, WeChat, TikTok, Boss Live Stream, Weibo, Dianping.com, Xiaohongshu,
Travel Destinations: Shanghai, Beijing, Zhejiang, Jiangsu, Yunnan, Sichuan, Shandong, Guangdong, Hainan, Shaanxi, Hunan, Chongqing, Fujian.
Expert analysis from a specialist in the field
Written by Saskia Zhao, a leading analyst in the Travel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Consumers want to hear directly from travel brands rather than secondary sources. Moral values influence how consumers choose inspiration sources and will have an impact on purchasing decisions. Consumers also demand brands to be transparent in communications. Establishing a specialisation in delivering inspirational marketing contents from a cultural perspective can help brands stand out, because this is a less touched area but drives future travel experiences, particularly for gen-zers.
Saskia Zhao
Senior Research Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
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Executive Summary
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- The market
- Holiday spending picked up, but overall sentiment is still cautious
- Figure 1: Holiday spending changes, July to December 2020
- Attractive destinations evolve
- Videos gain rising importance in stimulating travel inspiration
- Themes to watch for travel content marketing
- Moral values will drive inspiration source choice and purchasing decisions
- Shorten ‘distance’ between brands and audience
- Utilise live streaming wisely
- The consumer
- Travel participation is high
- Figure 2: Destinations for the latest trip, generated by open-end, October 2020
- Fame of the attractions is the key source of inspiration
- Figure 3: Source of destination inspiration, October 2020
- Not yet a dominating player in offering local cultural inspirations
- Figure 4: Information channel for travel activities, October 2020
- Consumers judge influencers by moral values
- Figure 5: Ideal characteristics of travel influencers, October 2020
- Short video apps lead watch and conversion rate in live streaming commerce
- Figure 6: Travel live streaming commerce – Watch, conversion and products bought by channel, October 2020
- Transparency in communication can be the next differentiator
- Figure 7: Attitudes towards travel-related content and purchasing, October 2020
- What we think
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Issues and Insights
- Moral values will be the next catalyst to influence travel decision and purchasing
- The facts
- The implications
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- Figure 8: Nike’s shoe recycling project in China, 2020
- Build trust with transparency to motivate consumer affiliation
- The facts
- The implications
- Strengthen competitiveness by offering travel inspiration from a cultural perspective
- The facts
- The implications
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- Figure 9: The British Museum live streamed guided tours on Fliggy and Taobao, 2020
- Moral values will be the next catalyst to influence travel decision and purchasing
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The Market – What You Need to Know
- Holiday spending sentiment remains cautious
- Emerging destinations in west regions
- Videos play an important role in travel decision making
- Key themes to watch in travel content marketing
- Holiday spending sentiment remains cautious
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Market Overview
- Holiday spending recovers, but caution remains
- Figure 10: Holiday spending changes, July to December 2020
- Popular destinations remain the same but new choices are emerging
- Figure 11: Short videos casted by Dingzhen to promote Litang tourism, 2020
- Prefer communications directly from brands to secondary sources
- Figure 12: Preferred ways to receive product recommendation and promotion, 4 December 2020
- Video contents broadly consumed
- Video display has been the key word for destination marketing
- Mafengwo focuses on ‘videolisation’ of travel guides
- TikTok strengthened awareness in travel inspiration
- Figure 13: TikTok’s Cloud Tourism Bureau live streaming, 2020
- Fliggy invited people to virtually tour outbound destinations
- Figure 14: Live streaming of European travel destinations on Fliggy, 2020
- The rise of ‘live-commerce’ for selling travel services
- Figure 15: Live streaming commerce by various players in travel market, 2020
- Themes to pay attention to when marketing travel contents to Chinese consumers
- Moral values influence favourability and purchasing decision
- Consumers want to hear direct voice from brands
- Live streaming commerce is a double-edged sword
- Impact of COVID-19 on travel content marketing and purchasing
- Figure 16: Summary of impact of COVID-19 on travel content marketing and channels
- Holiday spending recovers, but caution remains
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The Consumer – What You Need to Know
- Famous attractions are a key driver of destination choices
- Short video apps are competitive in travel influencing and live streaming commerce
- Price factors stimulate conversion in live streaming commerce
- Opportunity to compete via offering cultural inspiration
- Moral values guide people’s choices of travel influencers
- Demand for transparency in marketing content
- Famous attractions are a key driver of destination choices
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Travel Participation
- Easily accessible places are popular choices for people’s latest trip
- Figure 17: Destinations for the latest trip, generated by open-end, October 2020
- Overall, travel participation is high
- Figure 18: Travel participation – Generated by open-end, by age and gender, October 2020
- Figure 19: Travel participation – Generated by open-end, by demographic, October 2020
- Families with children are key outbound travellers
- Figure 20: Outbound travel participation – Generated by open-end, by demographic, October 2020
- Easily accessible places are popular choices for people’s latest trip
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Source of Destination Inspiration
- Famous attractions are the destination ambassadors
- Figure 21: Source of destination inspiration, October 2020
- Videos can ‘plant’ outbound destinations on people’s wish lists
- Figure 22: Travel destination inspiration, by destinations of latest trip, October 2020
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- Figure 23: Travel destination inspiration – TV drama or movies, by age and gender, October 2020
- Famous attractions are the destination ambassadors
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Information Channels for Travel Activities
- Opportunities to stand out in local cultural inspiration
- Figure 24: Information channel for travel activities, October 2020
- Engage Gen-Zers: social media for high tier cities, while mainstream for lower tier cities
- Figure 25: Information Channel for travel activities, by demographic, October 2020
- Opportunities to stand out in local cultural inspiration
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Ideal Characteristics of Travel Influencers
- Moral values come into play
- Figure 26: Ideal characteristics of travel influencers, October 2020
- Social responsibility should be highlighted for purchasing platforms
- Figure 27: Ideal characteristics of travel influencers, by information channel usage, October 2020
- Moral values come into play
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Purchasing via Live Streaming
- Short videos take the lead in live streaming commerce
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- Figure 28: Watch rate and conversion of travel live streaming commerce, October 2020
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- Figure 29: Products bought via live streaming on selected channels, October 2020
- Small-value products most purchased
- Figure 30: Products bought via live streaming commerce, October 2020
- Purchase is mainly motivated by deal-seeking
- Figure 31: Attitudes towards live streaming commerce among live stream shoppers, October 2020
- KOLs more effective in promoting vacation homestays than hotels
- Figure 32: KOL’s influence on purchasing accommodation on live streaming – hotels vs vacation homestay, October 2020
- Short videos take the lead in live streaming commerce
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Attitudes towards Travel-related Contents and Purchasing
- Reserved towards social media interaction
- Figure 33: Attitudes towards social media interaction, October 2020
- Transparency could become the next differentiator in travel content marketing
- Figure 34: Attitudes toward travel influencing content, October 2020
- Figure 35: Attitudes towards travel influencing content, ads and product presentations, by demographic, October 2020
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- Figure 36: Attitudes towards travel influencing content – Pay for authentic travel guides, by demographic, October 2020
- Figure 37: Top five actions associated with good impressions of a brand/company, 8 October 2020
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- Figure 38: Attitudes towards travel ads on social media, by travel information channel usage, October 2020
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- Figure 39: Attitudes towards paying for authentic content, by travel information channel usage, October 2020
- High income males aged 25-29 are most easily attracted to good deals
- Figure 40: Attitudes towards stockpiling travel products, by age and gender, October 2020
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- Figure 41: Young male’s attitudes towards stockpiling travel products, October 2020
- Reserved towards social media interaction
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Meet the Mintropolitans
- MinTs in lower tier cities are more influenced by destinations filmed in variety shows
- Figure 42: Source of destination inspiration, by consumer classification, October 2020
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- Figure 43: Source of destination inspiration among Mintropolitans – Filmed in TV programmes, by city tier, October 2020
- Hotels and attraction tickets: improve live-commerce conversion by targeting MinTs
- Figure 44: Product purchased via live streaming, by consumer classification, October 2020
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- Figure 45: Mintropolitan’s attitudes towards live streaming commerce, October 2020
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- Figure 46: Attitudes towards pricing of live streaming commerce, by consumer classification, October 2020
- MinTs crave transparency in content marketing
- Figure 47: Attitudes towards transparency in travel content, by consumer classification, October 2020
- MinTs in lower tier cities are more influenced by destinations filmed in variety shows
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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Appendix – Other Data
- Purchasing via live streaming
- Figure 48: Purchasing via live streaming, October 2020
- Purchasing via live streaming
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