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Marketing to Chinese Tourists - China - May 2015

“According to Mintel’s Chinese Spending Habits – China, April 2015 report, holidays account for 11% of total consumer expenditure, which is the third most important spending after housing and finance and in-home food. This shows the importance of holidays to Chinese consumers.

Chinese are both travelling more often and spending more during each holiday. Holidays are very important occasions for Chinese people to switch-off from a heavy work load and relax. Thus they pay more attention to better catering and accommodation to indulge themselves while on holiday.

As disposable income continues to grow, Chinese consumers are also likely to seek richer, new experiences in addition to just comfort. Their focus is shifting away from the traditional activities of site-seeing and photo-taking, with more emphasis on local experiences and gaining greater understanding of local culture and heritage during their trips.”
– Linda Li, Senior Research Analyst

In this report, Mintel answers the following key questions:

  • What kind of activities are Chinese tourists most interested in and what kind of information is most important when they are searching for a holiday?
  • How can holiday marketers, such as tourist boards, hotels, and travel agencies – as well as advertising companies working for them – better reach Chinese tourists?
  • What should tourists boards/travel agencies abroad emphasise when marketing to Chinese tourists?
Chinese consumers place a significant amount of emphasis on the culture and history of the destinations they are travelling to, which is demonstrated by their focus on local experiences while on holiday.
 
They are likely to regard knowledge and understanding of history and culture as a proof of good taste, and they are proud of boasting about such knowledge and are willing to share it with their friends. Holiday marketers could leverage this mentality and highlight the history of their attractions, including food, architecture, historical sites and local workshops.

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Table of contents

  1. 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

                                                                                    Companies Covered

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

                                                                                    Marketing to Chinese Tourists - China - May 2015

                                                                                    £3,273.18 (Excl.Tax)