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Outbound Travel - China - December 2016

OVERVIEW
What you need to know
Themes covered in this Report
Figure 1: Definition of low/mid/high MHI groups, by city tier
Figure 2: Definition of East, South, North and Mid-west consumer groups
EXECUTIVE SUMMARY
The market
Figure 3: Best- and worst-case forecast volume of HK/MC/TW travellers, 2011-21
Figure 4: Best- and worst-case forecast volume of other outbound travellers, 2011-21
The consumer
Geographic and cultural factors matter
Figure 5: Destinations of outbound travel, September 2016
Chinese outbound travellers are inspired by various information channels
Figure 6: Outbound travel inspiration, September 2016
Outbound travellers are seeking romantic getaways and family trips
Figure 7: Interested travel themes, September 2016
Travel with more demands
Figure 8: Key consideration factors for outbound travel, September 2016
Apps are important for self-guided tours
Figure 9: Apps used in the self-guided tour, September 2016
Cruise trips are most associated with being romantic
Figure 10: Perception of outbound cruise travel, September 2016
What we think
ISSUES AND INSIGHTS
Destination marketing should look beyond traditional advertising
The facts
The implications
Change thoughts to better appeal to 20-24s
The facts
The implications
Themed travel as an emerging trend
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Non-HK, MC, TW segment takes the future lead
MARKET SIZE AND FORECAST
The HK, MC and TW segment dragged down growth
‘Others’ segment remains buoyant
Figure 11: Number of outbound Chinese travellers, 2011-16
Promising market in the future
Figure 12: Best- and worst-case forecast volume of outbound travellers, 2011-21
MARKET SEGMENTATION
Hong Kong, Macau and Taiwan
Overall segment growth rate is influenced by Hong Kong’s performance
Figure 13: Volume and share of Hong Kong, Macau and Taiwan markets, 2014-16
Hong Kong market is still in a slump
Figure 14: Number and annual growth of travellers from mainland China who have visited Hong Kong, by month, 2014-16
Macau market sees signs of picking up in the future
Figure 15: Number and annual growth of travellers from mainland China who have visited Macau, by month, 2014-16
Taiwan market is facing a big setback
Figure 16: Number and annual growth of travellers from mainland China who have visited Taiwan, by month, 2014-16
Hong Kong, Macau and Taiwan need time to recover
Figure 17: Best- and worst-case forecast volume of HK/Macau/Taiwan travellers, 2011-21
Others
Chinese travellers flock to South Korea and Japan
Figure 18: Share of South Korea, Japan and ‘other’ markets, 2014-16
South Korea continually attracts travellers in 2016
Figure 19: Number and annual growth of travellers from mainland China who have visited South Korea, by month, 2014-16
Fever in the Japan market
Figure 20: Number and annual growth of travellers from mainland China who have visited Japan, by month, 2014-16
The growth of ‘others’ surging ahead
Figure 21: Best- and worst-case forecast volume of other outbound travellers, 2011-21
MARKET CHALLENGES
A weakening Chinese Yuan
Figure 22: The growth rate of the central parity between January and November, 2016
Volatile price of aircraft fuel
Figure 23: Average price of crude oil per barrel, 2016 Jan-Nov
KEY PLAYERS – WHAT YOU NEED TO KNOW
Leading players are increasing investment in outbound travel market
More cooperation between technology and travel industries
COMPETITIVE STRATEGIES
Ctrip
Alitrip
Tuniu
Baicheng
UTour Group
Caissa Touristic
WHO’S INNOVATING?
More fusion in travel and technology
Houston using VR to boost tourism
The Tattoo Flyer
Trip Book Smiles
Pokémon Go in Switzerland
THE CONSUMER – WHAT YOU NEED TO KNOW
Trend of going beyond the familiar destinations
Destination marketing can leverage different media
Romantic getaways and family trip are the most popular
Chinese people are travelling abroad with more demands
Apps are essentials for self-guided tours
A promising future for outbound cruise trips
DESTINATION OF OUTBOUND TRAVEL
Geographic and cultural factors are influential for destination selection
Figure 24: Destination of outbound travel, September 2016
Destination preference in the last year
Figure 25: Destinations that outbound travellers have visited in the last 12 months, by age and income, September 2016
Consumers’ preferred travel type changes with destination
Figure 26: Outbound destinations visited in the past 12 months, by travel type, September 2016
Travellers who have taken package tours tend to visit more destinations
Figure 27: Repertoire analysis of outbound destinations visited in the past 12 months, September 2016
OUTBOUND TRAVEL INSPIRATIONS
Use more media to generate travel interest
Figure 28: Outbound travel inspirations, September 2016
Travel-technology fusion could be the future of marketing
Figure 29: Outbound travel inspirations, by age, September 2016
Figure 30: Baidu index trend for ‘Sisters over Flowers’ and Italy
The power of documentary
Figure 31: Respondents who think information from documentaries helps them make a decision to travel abroad, by age and gender, September 2016
INTERESTED TRAVEL THEMES
Romantic getaways and family trip are most popular
Figure 32: Interested travel themes, September 2016
Shopping, health therapy/treatment, luxury experience and religious pilgrimage can help to attract 25-39s
Figure 33: Respondents who are very interested in listed travel themes, by age, September 2016
A strong interest in cosmetic surgery/slimming trips in tier two and three cities
Figure 34: Respondents who are very interested in listed travel themes, by city tier, September 2016
KEY CONSIDERATION FACTORS FOR OUTBOUND TRAVEL
More demanding travellers
Figure 35: Key consideration factors for outbound travel, September 2016
20-24s most care about who they go with
Figure 36: Respondents who think listed consideration factors are very important for their outbound travel, by age, September 2016
Opportunity for the premium travel market
Figure 37: Respondents who think listed consideration factors are very important for their outbound travel, by household income, September 2016
APPS USED IN THE SELF-GUIDED TOUR
On average, 4.7 types of apps were used in a self-guided tour
Figure 38: Apps used in the self-guided tour, September 2016
20-24s focus on guide and social network-type of travel apps
Figure 39: Apps used in the self-guided tour, by age, September 2016
Travellers’ preferences for apps also depend on their destinations
Figure 40: Apps used in the self-guided tour, by travel destinations, September 2016
OUTBOUND CRUISE TRAVEL
Half of respondents claim they have taken cruises
Figure 41: Penetration of outbound cruise travel, September 2016
Outbound cruise travel is highly associated with a romantic experience
Figure 42: Perception of outbound cruise travel, September 2016
Change of perception after taking cruises
Figure 43: Change of perception of outbound cruise travel, September 2016
Perception changes of travellers with different household income
Figure 44: Change of perception of outbound cruise travel, pre-to-post ratings, by household income, September 2016
Perception changes across travellers of different ages
Figure 45: Change of perception of outbound cruise travel, pre-to-post ratings, by age, September 2016
MEET THE MINTROPOLITANS
Mintropolitans are self-guided tour lovers
Figure 46: Respondents who have taken self-guided tours to listed destinations, by consumer classification, September 2016
Mintropolitans are more likely to be inspired by TV drama and book
Figure 47: Outbound travel inspirations, by consumer classification, September 2016
Mintropolitans are likely to use more transportation-related apps
Figure 48: Apps used in the self-guided tour, by consumer classification, September 2016
Mintropolitans are more likely to feel positively about cruises
Figure 49: Perception of outbound cruise travel, by consumer classification, September 2016
Figure 50: Change of perception of outbound cruise travel, September 2016
APPENDIX – MARKET SIZE AND FORECAST
Figure 51: Number of Chinese outbound tourists, 2011-21
APPENDIX – MARKET SEGMENTATION
Figure 52: Number of Chinese outbound tourists, by segment, 2011-21
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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