A profile for the Chinese traveler in 2017
by Welcome Chinese
Mandarin-speaking tourists spent over US$189.3 billion in 2016, with the potential to reach a level of US$374.5 billion by 2021. These data find confirmation in the latest report “Source Market Insight – China,” released by Welcome Chinese’s marketing intelligence Global Data.
YOUNG TRAVELERS - According to the report, people aged 25 to 44 made up 58% of all outbound travelers in 2016. This slice of the market prefers to rely just partially on organized tours, or even fully on independent travel. They have been more exposed to the outside world growing up, and now want to experience these cultures first-hand. They also tend to be more comfortable in foreign environments and are more adventurous travelers who are looking for individual, in-depth experiences related to local cultures.
OLDER TRAVELERS - At the same time, the number of travelers aged 45 and over is expected to increase. These visitors see iconic attractions as important for a person’s status and they want to see as much as possible. In fact, prestige is an important push factor since travel is still a new and exciting activity that they can share with friends via social media platforms. When at the destination, the expectations for Chinese-familiar options are the highest, especially regarding accommodation and food. They look for the best deal, but they often want the best value for their money rather than the cheapest option. Shopping for brands they cannot get in China, or that are much more expensive at home, is also a priority.
SHOPPING MORE – The attitude of travelers aged 25-44 tends to be more relaxed when visiting foreign countries, due to better foreign language skills, higher educational qualifications and greater exposure to the outside world. This market segment likes to share their experiences extensively on social networks. Given that many of them are from affluent families, their spending habits are less constricted than is typical for young travelers elsewhere. The report adds that retail and transportation will continue to account for over half the market share of Chinese outbound spending by 2021.
PICKING DESTINATIONS - The report includes a survey and according to it, over 50% of respondents say that Internet research is the top reason for choosing their holiday destination. What’s more, social media are becoming a growing driver in influencing holiday bookings in China, with key opinion leaders seen as reliable sources. This is because celebrities share their holiday experiences on the flagship social networks such as Weibo and WeChat. Recommendation by friends or family is advanced as the main reason for booking a certain destination by slightly more than 30% of the respondents.