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Holiday Booking Process - China - June 2016

“Companies can gain more market share through providing comprehensive holiday products. To compete with online booking channels, traditional travel agencies need to aim at outbound travellers and premium tourists and focus on improving their consumer experience. Moreover, it is also possible to boost sales revenue through encouraging tourists to take more impulsive holidays and attend more local entertainment activities.”
– Yujing Li, Senior Research Analyst

This report discusses the following key topics:

  • Win tourists with comprehensive holiday products
  • How can offline travel agencies boost their appeal to consumers?
  • Impulse holidays to boost the domestic travel market
  • Scope for the development of local entertainment activities

The volume of Chinese tourists has increased during the last five years and is expected to keep growing for the next five years. In order to gain profit from the travel market, it is important for companies to understand the holiday booking process among current tourists.

This Report provides analysis on the behaviour of domestic travellers and outbound travellers. It goes into detail to understand which types of holiday products are booked by tourists and when tourists book those holiday products. In the meantime, booking channels as well as outbound holiday destination are also investigated in this Report.

The Report discusses the holiday booking process among Chinese consumers. For the purposes of this Report, Mintel has used the following definitions: Tourism is any travel, which involves an overnight stay away from home.

  • A holiday is a form of tourism, as defined by the tourist in response to Mintel’s survey. A holiday can be distinguished from other leisure travel such as visits to friends/relatives or shopping trips.
  • Domestic refers to holidays within Mainland China. Outbound/Overseas, therefore, refers to holidays outside Mainland China including Hong Kong, Macau and Taiwan.
  • Group tour/holiday is defined as a tour which is travel in a group while sharing one tourist bus, a licensed driver, a tour guide, or an all-inclusive holiday. The term 'all-inclusive' is used to describe a special type of holiday in which food, visas, excursions, transport and other services are provided as part of the total holiday cost.
  • An independent holiday is one in which the traveller organises itinerary and books transportation and accommodation from separate sources.

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Table of contents

  1. Overview

    • What you need to know
      • Products/themes covered in this Report
          • Figure 1: Definition of Low/Mid/High MHI groups, by city tier
      • Executive Summary

          • The market
            • Figure 2: Best- and worst-case forecast volume of domestic travellers, 2011-21
            • Figure 3: Best- and worst-case forecast volume of outbound travellers, 2011-21
          • The consumer
            • 88% of respondents have taken holidays in the last 12 months
              • Figure 4: Holidays taken in the last 12 months, January 2016
            • Booking online is most popular when having domestic travels
              • Figure 5: Booking methods for last domestic holiday, January 2016
            • Impulsive domestic travel could be a upcoming trend
              • Figure 6: Booking details of last domestic holiday, January 2016
            • South Korea attracts most outbound tourists
              • Figure 7: Destination of last overseas holiday, January 2016
            • Fewer consumers travelling to Hong Kong/Macau/Taiwan for longer stays
              • Figure 8: Duration of last overseas holiday, by destination, January 2016
            • Consumers also book flight ticket first when it comes to outbound travel
              • Figure 9: Booking details of last overseas holiday, January 2016
            • Meituan is emerging as a strong player in the holiday booking market
              • Figure 10: Usage of online holiday booking websites, January 2016
            • What we think
            • Issues and Insights

              • Win tourists with comprehensive holiday products
                • The facts
                  • The implications
                    • How can offline travel agencies boost their appeal to consumers?
                      • The facts
                        • The implications
                          • Impulse holidays to boost the domestic travel market
                            • The facts
                              • The implications
                                • Scope for the development of local entertainment activities
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • The volume of tourists keeps increasing
                                      • Market Size and Forecast

                                        • Double-digit growth in the last five years
                                          • Figure 11: Domestic and outbound Chinese travellers, 2011-16
                                        • Tourism market volume in the next five years will continue to grow
                                          • Figure 12: Best- and worst-case forecast volume of total travellers, 2011-21
                                        • Domestic travel
                                          • Figure 13: Best- and worst-case forecast volume of domestic travellers, 2011-21
                                        • Outbound travel
                                          • Figure 14: Best- and worst-case forecast volume of outbound travellers, 2011-21
                                      • Market Drivers

                                        • Foreign countries relax visa requirements to attract more Chinese consumers
                                          • Figure 15: Some countries that have or will relax visa requirements to Chinese tourists
                                        • Falling exchange rate may have a negative impact on overseas travel market
                                          • Figure 16: The central parity of RMB against USD, 2015-16
                                      • Key Players – What You Need to Know

                                        • Ctrip and Qunar partnering up
                                          • Target consumers with specialised holiday products
                                          • Competitive Strategies

                                            • Ctrip and Qunar went into partnership
                                            • Who’s Innovating?

                                              • Specialised tours are emerging
                                                • Ctrip promotes one-stop packaged tour for celebrity fans
                                                  • Sports tourism is a white space that companies can tap into
                                                    • Medical tourism is going to take off
                                                      • Enjoy first, pay later
                                                        • Live streaming has been applied to the holiday booking process as well
                                                        • The Consumer – What You Need to Know

                                                          • Travelling is a part of people’s life
                                                            • Having an impulse domestic holiday could be an upcoming trend
                                                              • Consumers behave differently in terms of outbound holidays
                                                                • Meituan, as a holiday booking website, becomes a rising star
                                                                • Holidays Taken in the Last 12 Months

                                                                  • Fewer trips but more spending
                                                                    • Figure 17: Holidays taken in the last 12 months, July 2014 and January 2016
                                                                    • Figure 18: Holidays taken in the last 12 months, January 2015 and January 2016
                                                                  • 31% of consumers take holidays in both Mainland China and abroad
                                                                    • Figure 19: Holidays taken in the last 12 months, January 2016
                                                                    • Figure 20: Holidays taken in the last 12 months, by demographics, January 2016
                                                                  • Target groups for domestic and overseas holiday products
                                                                    • Figure 21: Holidays taken in Mainland China, by demographics, January 2016
                                                                    • Figure 22: Holidays taken abroad, by demographics, January 2016
                                                                • Last Domestic Holiday

                                                                  • 69% of consumers take independent holidays in Mainland China
                                                                    • Figure 23: Type of last domestic holiday, January 2016
                                                                  • Opportunities brought by long-haul domestic holidays
                                                                    • Figure 24: Time spent on last domestic holiday, January 2016
                                                                  • Booking through PC/laptop and mobile/tablet is most popular
                                                                    • Figure 25: Booking methods for last domestic holiday, January 2016
                                                                    • Figure 26: Cross analysis of booking methods, January 2016
                                                                • Booking Details of Last Domestic Holiday

                                                                  • Flight tickets are booked first
                                                                      • Figure 27: Penetration and average booking time of domestic holiday products, January 2016
                                                                      • Figure 28: Cross analysis of booked holiday products, January 2016
                                                                    • Having an impulsive domestic holiday is an upcoming trend
                                                                      • Figure 29: Booking details of last domestic holiday, January 2016
                                                                      • Figure 30: Tourists who have booked selected holiday products one week or less in advance, by age, January 2016
                                                                  • Destination of Last Overseas Holiday

                                                                    • South Korea attracts more visitors
                                                                        • Figure 31: Destination of last overseas holiday, January 2016
                                                                      • Hong Kong is still appealing to some Chinese tourists
                                                                        • Japan is a popular destination among high earners and tier one city residents
                                                                          • Figure 32: Consumers who have visited Japan as their last overseas holiday destination, by demographics, January 2016
                                                                      • Last Overseas Holiday

                                                                        • Two fifths of outbound visitors took part in group tours
                                                                          • Figure 33: Type of last domestic holiday, January 2016
                                                                          • Figure 34: Type of last overseas holiday, by booking method, January 2016
                                                                        • Consumers spend less time in Hong Kong/Macau/Taiwan
                                                                          • Figure 35: Duration of last overseas holiday, by destination, January 2016
                                                                        • Travel agencies have advantages in outbound travel
                                                                          • Figure 36: Booking method, by travel destinations, January 2016
                                                                      • Booking Details of Last Overseas Holiday

                                                                        • Flight ticket has a leading position
                                                                          • Figure 37: Penetration and average booking time of overseas holiday products, January 2016
                                                                          • Figure 38: Penetration of holiday products among consumers who have taken domestic and overseas holidays, January 2016
                                                                          • Figure 39: Booking details of last overseas holiday, January 2016
                                                                      • Online Holiday Booking Websites

                                                                        • Meituan surpasses many established OTAs
                                                                          • Figure 40: Usage of online holiday booking websites, January 2016
                                                                        • Mafengwo and Qyer are weaker in making viewers become buyers
                                                                          • Figure 41: Conversion rate of online holiday booking websites, January 2016
                                                                        • Mangocity need more improvements
                                                                          • Figure 42: Retention rate of online holiday booking websites, January 2016
                                                                      • Meet the Mintropolitans

                                                                        • Mintropolitans are more interested in travelling
                                                                          • Figure 43: Holidays taken in the last 12 months, by consumer classification, January 2016
                                                                        • Long trips are appealing to Mintropolitans
                                                                          • There are different segments of the Mintropolitans
                                                                            • Figure 44: Booking methods of Mintropolitans, by holiday types, January 2016
                                                                        • Appendix – Methodology and Definitions

                                                                          • Methodology
                                                                            • Fan chart forecast
                                                                              • Mintropolitans
                                                                                • Why Mintropolitans?
                                                                                  • Abbreviations

                                                                                  Companies Covered

                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                  Holiday Booking Process - China - June 2016

                                                                                  £3,273.18 (Excl.Tax)