Winter Holidays - China - February 2020
Overview
 
What you need to know
This Report studies ice and snow-themed travelling in the China market. Ice and snow holidays have expanded rapidly over the past five years. In 2018, ice and snow travellers amounted to 197 million person-times, who spent RMB330 billion on ice and snow travelling. CAGR of both ice and snow travellers' volume and consumer spending during 2014-18 has surpassed the growth level of the total travel market. 

Penetration of ice and snow holidays is 63%, while travelling to warm destinations in winter reaches almost 80% of consumers. Ice and snow travelling is not yet mature and there is still growth potential in future. 

Consumers are mainly motivated by local lifestyle and culture, winter sports and unique experiences which are different from their daily life to try ice and snow travelling. 

Skiing gains popularity in China. But there is a mismatch between available products on the market and consumers’ expectation in terms of ski blades and snowboards, suggesting brands need to reconsider their product offerings. 

There is also an emerging trend that consumers associate ice and snow travelling with body and mind health, especially among post-90s and the younger generation. The tranquillity in nature can become a wellness-themed currency to decode icy destinations. 

Covered in this Report
Winter holidays include travelling to icy and warm destinations. This Report focuses on travelling to icy destinations, also known as ice and snow travel. 

The market size includes travelling to icy destinations from November-March of the next year, covering both leisure and business travellers. 

The Consumer section focuses on leisure ice and snow holidays. 

Subgroup Definition 
Spending Level
Mintel classifies ice and snow holidaymakers according to their spending on the most expensive ice and snow holidays taken in the past two years. 

	Low-spending consumers 	Mid-spending consumers 	High-spending consumers 	
Spending level 	Below RMB5,000	RMB5,001-10,000	Over RMB10,000	

Monthly Household Income Level 
Mintel defines three different levels for monthly household income according to different city tier:

Monthly household income 	Tier 1 cities 	Tier 2, 3 and lower cities  	
Low household income	RMB6,000-9,999	RMB5,000-8,999	
Mid household income	RMB10,000-17,999	RMB9,000-15,999	
High household income	RMB18,000 or above	RMB16,000 or above