Meet the do-it-yourself Chinese traveler
China Market Inbound trends
According to data released by the UN World Tourism Organization, Chinese travelers are currently the worldâ€™s biggest spenders on outbound tourism and a new generation of Chinese visitor has been born. Skift, the travel website, recently published an article titled â€œThe Rise of the Chinese Independent Travelerâ€ that states â€œyoung members of Chinaâ€™s middle class are dramatically changing the travel industry,â€ showing a preference for independent and self-planned journeys instead of organized group tours.
JThe result of this new trend is that a growing number of young people aged 25 to 41, equally divided between males and females, consult a vast number of travel websites before booking accommodations and other travel services such as transportation, thus avoiding the traditional travel agency.
Digital Innovation Asia (DIA), a platform in Asia travel and tourism created to promote innovations in technology â€“ digital, social media and mobile â€“ drew up an alliance with Pacific Asia Travel Association to help tourism companies in building relationships with the new Chinese traveler using social media.
According to Jens Throenhart, DIAâ€™s founder, this new generation not only uses social media to plan a trip, but is also passionate about sharing their experiences online afterwards. WeChat and Sina Weibo are the most popular channels, followed by Facebook, in spite of the ban. The Second Annual Chinese International Travel Monitor sponsored by Hotels.com states a survey of hoteliers shows that 70% of Chinese hotel guests are traveling independently, and not as part of a group.
Since this new phenomenon of independent travelers has been confirmed by an increasing number of researchers, hotels should begin building their reputation as a â€œChinese Friendlyâ€ hospitality lodge. This can be done not only by creating the usual partnerships with Chinese tour companies, but also by spreading out their presence on different digital tourism platforms.