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Marketing to Chinese Tourists - China - May 2015

INTRODUCTION
Definition
Methodology
Abbreviations
EXECUTIVE SUMMARY
The market
Domestic travel
Figure 1: Best- and worst-case forecast volume of domestic travellers, 2009-19
Outbound travel
Figure 2: Best- and worst-case forecast volume of outbound travellers, 2009-19
The consumer
Domestic holidays have become very common for Chinese urbanites, while overseas holidays are still somewhat of a luxury
Figure 3: Holidays taken in the past 12 months, by domestic vs overseas, January 2015
Figure 4: Holidays taken in the past 12 months, January 2015
Holiday marketers should leverage platforms where people share their travel experiences
Figure 5: Information channels used when planning a holiday, January 2015
Local food is the most popular souvenir for Chinese tourists
Figure 6: Purchases made while on holiday, January 2015
Perceptions of outbound destinations
Figure 7: Perceptions of outbound holiday destinations, January 2015
More Chinese agree “When in Rome, do as the Romans do”
Figure 8: Experiences interested in while on holiday, January 2015
Chinese payment methods and access to internet are most important when travelling abroad
Figure 9: ‘Must-have’s when travelling abroad, January 2015
Key issues
Attract more Chinese tourists by correcting misperceptions
Chinese tourists are looking for exotic experiences, but still prefer to stay in the comfort zone
Liberate the parents on family tours
Leveraging local food to attract Chinese tourists
What we think
ISSUES AND INSIGHTS
Attract more Chinese tourists by correcting misperceptions
The facts
The implications
Chinese tourists are looking for exotic experiences, but still prefer to stay in the comfort zone
The facts
The implications
Liberate the parents on family tours
The facts
The implications
Leveraging local food to attract Chinese tourists
The facts
The implications
TREND APPLICATIONS
The Real Thing
Access All Areas
Influentials
MARKET SIZE AND FORECAST
Key points
Tourism market has been heating up over 2009-14
Figure 10: Best- and worst-case forecast value of holidays, 2009-19
Figure 11: Domestic and outbound Chinese travellers, by person-time, 2009-14
Figure 12: Share of domestic and outbound Chinese travellers, by person-times, 2009-14
Chinese are spending more each time they travel
Forecast of the tourism market volume
Domestic travel
Figure 13: Best- and worst-case forecast volume of domestic travellers, 2009-19
Outbound travel
Figure 14: Best- and worst-case forecast volume of outbound travellers, 2009-19
Forecast methodology
Popular outbound destinations of Chinese travellers
Figure 15: Top 10 popular outbound destinations of Chinese travellers, by number of visitors, million person-times, 2009-13
THE CONSUMER – HOLIDAYS TAKEN IN THE PAST 12 MONTHS
Key points
Domestic holidays have become very common among urban Chinese…
Figure 16: Holidays taken in the past 12 months, by domestic vs overseas, January 2015
…while overseas holidays are popular among affluent people and consumers from tier one cities
Figure 17: Holidays taken in the past 12 months, domestic versus overseas, by demographics, January 2015
Japan/South Korea are the most popular overseas destinations for independent holidays in the past 12 months
Figure 18: Holidays taken in the past 12 months, by domestic vs overseas, January 2015
Figure 19: Types of holidays taken in the past 12 months, by domestic vs overseas, January 2015
THE CONSUMER – INFORMATION CHANNELS USED WHEN PLANNING A HOLIDAY
Key points
Chinese tourists like to rely on others’ experience
Figure 20: Information channels used when planning a holiday, January 2015
Younger consumers rely more on social networks
Figure 21: Selected information channels used when planning a holiday, by age, January 2015
Travel forums and official websites of tourist boards are more important sources for holidaymakers going overseas
Figure 22: Selected information channels used when planning a holiday, by holiday destinations, January 2015
Importance of information channels to consumers from different income groups varies
Figure 23: Selected information channels used when planning a holiday, by monthly personal income, January 2015
Consumers from tier 2/3 cities use travel agencies more
Figure 24: Selected information channels used when planning a holiday, “Travel agencies”, by tier and city, January 2015
THE CONSUMER – PURCHASES MADE WHILE ON HOLIDAY
Key points
Local food is the most popular souvenir
Figure 25: Purchases made while on holiday, January 2015
Significantly more consumers buy non-food categories from overseas
Figure 26: Selected purchases made while on holiday, “Have bought this product”, by destination, January 2015
Females buy more for themselves while males buy more for others
Figure 27: Purchases made while on holiday, “Bought for myself”, by gender, January 2015
Facilitate buying on behalf of others
Figure 28: Purchase made during travel on behalf of someone else, January 2015
THE CONSUMER – PERCEPTIONS OF OUTBOUND DESTINATIONS
Key points
Perceptions of popular outbound destinations
Figure 29: Perceptions of outbound holiday destinations, January 2015
Change of perceptions after visiting destinations
Hong Kong/Macau/Taiwan
Figure 30: Change of perception for Hong Kong/Macau/Taiwan, pre-to-post ratings*, by percentage points, January 2015
Japan/Korea
Figure 31: Change of perception for Japan/Korea, pre-to-post ratings, by percentage points, January 2015
Southeast Asia
Figure 32: Change of perception for Southeast Asia, pre-to-post ratings, by percentage points, January 2015
Europe
Figure 33: Change of perception for Europe, pre-to-post ratings, by percentage points, January 2015
United States/Canada
Figure 34: Change of perception for United States/Canada, pre-to-post ratings, by percentage points, January 2015
Australia/New Zealand
Figure 35: Change of perception for Australia/New Zealand, pre-to-post ratings, by percentage points, January 2015
THE CONSUMER – EXPERIENCES INTERESTED IN WHILE ON HOLIDAY
Key points
More Chinese agree “When in Rome, do as the Romans do”
Figure 36: Experiences interested in while on holiday, January 2015
Wildlife attracts families with children
Figure 37: Experiences interested in while on holiday, “Playing with/observing animals”, by marital status and children in household, January 2015
Young females want to dress like locals
Figure 38: Experiences interested in while on holiday, “Wearing local clothes”, by gender and age group, January 2015
Older consumers want something less superficial
Figure 39: Experiences interested in while on holiday, “Visiting local workshops/factories”, by age, January 2015
THE CONSUMER – ‘MUST-HAVE’S WHEN TRAVELLING ABROAD
Key points
Making payment easy is most important
Figure 40: ‘Must-have’s when travelling abroad, January 2015
Offer internet access to attract more Chinese tourists
Figure 41: Selected ‘Must-have’s when travelling abroad, by age, January 2015
Consumers aged 30-49 find more comfort in having things the Chinese way
Figure 42: Selected ‘Must-have’s when travelling abroad, by age, January 2015

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