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Outbound Travel - China - December 2016

“Chinese outbound travellers are becoming more demanding than ever before. The most popular outbound travel themes are romantic getaways and family trips. Consumers take their travel inspiration from a variety of sources including films and books, meaning marketers can also leverage various information channels to market travel destinations.”
– Yujing Li, Senior Research Analyst

This report discusses the following key topics:

  • Destination marketing should look beyond traditional advertising
  • Change thoughts to better appeal to 20-24s
  • Themed travel as an emerging trend

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Table of contents

  1. 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

                                                                                    Companies Covered

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

                                                                                    Outbound Travel - China - December 2016

                                                                                    £3,235.48 (Excl.Tax)