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Domestic Travel - China - March 2018

“Current robust growth of domestic travel market is contributed by more consumers, presumably those in lower tier cities, start to embrace travelling as a common leisure activity. The development of ‘smart travel’ enables domestic travellers to free from reliance on human tourist guides, and travel booking agencies could explore new opportunities as information channels.”

– Yihe Huang, Research Analyst

This report examines the following issues:

  • Local tours: don’t need human but mobile to explore
  • Travel agencies: serve beyond ticket dealer by guiding choices
  • Family tours: outdoor activities during rural tours help parents and children to ‘switch off’

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Robust growth thanks to expanding traveller base
                • Figure 1: Best- and worst-case forecast for domestic travel spending, China, 2012-22
                • Figure 2: Best- and worst-case forecast for domestic travel visits, China, 2012-22
              • Liberalised and diversified market will bring more vigour
                • The consumer
                  • Domestic holiday a common leisure activity
                    • Figure 3: Domestic travel frequency, November 2017
                  • Time and budget the main obstacles
                    • Figure 4: Reason for not planning for domestic holidays, November 2017
                  • Despite metropolis, Yunnan a popular choice
                    • Figure 5: Anticipated domestic destinations – word cloud, November 2017
                  • Go with family
                    • Figure 6: Domestic travel companion, November 2017
                  • Average spending for domestic travel is RMB 7,546
                    • Figure 7: Domestic travel spending, November 2017
                  • A lack of interest on local tour services
                    • Figure 8: Preference on domestic spending categories, November 2017
                  • Online booking agencies are important information channels
                    • Figure 9: Domestic travel information channel, November 2017
                  • More parents prefer outdoor explorations for family tours
                    • Figure 10: Attitudes towards domestic family travel, November 2017
                  • What we think
                  • Issues and Insights

                    • Local tours: don’t need human but mobile to explore
                      • The facts
                        • The implications
                          • Travel agencies: serve beyond ticket dealer by guiding choices
                            • The facts
                              • The implications
                                • Family tours: outdoor activities during rural tours help parents and children to ‘switch off’
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • A market keeps uprising
                                        • A market more liberalised and diversified
                                        • Market Size and Forecast

                                          • The growth maintains at a high speed
                                            • Figure 11: Best- and worst-case forecast for domestic travel spending, China, 2012-22
                                            • Figure 12: Best- and worst-case forecast for domestic travel visits, China, 2012-22
                                            • Figure 13: Average domestic spending per visit and year-on-year growth, 2013-17
                                        • Market Factors

                                          • Strong willingness to spend on travelling
                                            • Admission of attractions go lower – even free
                                              • Airlines are granted more freedom on domestic flight pricing
                                                • Travelling by car a more feasible solution for domestic holidays
                                                  • Seasonal themed tours become popular
                                                  • The Consumer – What You Need to Know

                                                    • Domestic holidays quite common, while time issues is the most obstacle
                                                      • Yunnan is the most anticipated domestic destination
                                                        • Go with family and spend RMB 4,000 to 8,000 most common
                                                          • Anticipate local foods but concern about local tourist services
                                                            • Sales channels are also information channels
                                                              • Parents prefer rural tours with various activities
                                                              • Domestic Travel Frequency

                                                                • Half of consumers went on domestic holidays two or three times a year
                                                                  • Figure 14: Domestic travel frequency, November 2017
                                                                  • Figure 15: Average domestic travel frequency, by age group/family status, November 2017
                                                                  • Figure 16: Average domestic travel frequency, by region/city tier, November 2017
                                                                • Domestic travellers with companions travel more
                                                                • Reason for Not Undertaking Domestic Travel

                                                                  • Time issue suggests short-haul tour to kick in
                                                                    • Figure 17: Reason for not planning for domestic holidays, November 2017
                                                                • Anticipated Domestic Destinations

                                                                  • Despite metropolis, Yunnan a popular destination
                                                                    • Figure 18: Anticipated domestic destinations, November 2017
                                                                  • Special events and theme parks equally effective in attracting visitors as historical or cultural attractions
                                                                    • Figure 19: Reason for anticipated domestic destination, November 2017
                                                                    • Figure 20: Reason for anticipated domestic destination, by gender, November 2017
                                                                    • Figure 21: Reason for anticipated domestic destination, by age group, November 2017
                                                                    • Figure 22: Reason for anticipated domestic destination, by household status, November 2017
                                                                    • Figure 23: Top reason for anticipated domestic destination, by holiday type, November 2017
                                                                  • Beijing and Shanghai stand out for historical attractions and amusement park, respectively
                                                                    • Figure 24: Reason for anticipated domestic destination, by anticipated domestic destination
                                                                • Domestic Travel Companion

                                                                  • Go with partners and children the most
                                                                    • Figure 25: Domestic travel companion, November 2017
                                                                    • Figure 26: Travel companion - family, by travel type, November 2017
                                                                • Domestic Travel Spending

                                                                  • Generous on domestic spending
                                                                    • Figure 27: Domestic travel spending, November 2017
                                                                  • 80s tend to spend more on domestic travel
                                                                    • Figure 28: Average domestic travel spending, by age group, November 2017
                                                                • Preference on Domestic Spending

                                                                  • Eat well but have concerns on local tour guides
                                                                    • Figure 29: Preference on domestic spending categories, November 2017
                                                                    • Figure 30: Preference on domestic spending categories - spending more, by domestic travel companion, November 2017
                                                                • Domestic Information Channel

                                                                  • Booking channels play vital role in deciding where to go
                                                                    • Figure 31: Domestic travel information channel, November 2017
                                                                  • Indirect information channels make a difference
                                                                    • Figure 32: Domestic information channel, by anticipated domestic destination, November 2017
                                                                • Domestic Family Holidays

                                                                  • Rural tours to explore
                                                                    • Figure 33: Attitudes towards domestic family travel – destination, November 2017
                                                                  • Activities at the destinations vary
                                                                    • Figure 34: Attitudes towards domestic family travel – destination activity, November 2017
                                                                • Meet the Mintropolitans

                                                                  • A leisure activity to spend time with family
                                                                    • Figure 35: Domestic travel companion, by consumer classification, November 2017
                                                                  • Go domestic to enjoy themselves
                                                                    • Figure 36: Reason for anticipated domestic destination, by consumer classification, November 2017
                                                                  • Leverage booking channels and official websites as information channels
                                                                    • Figure 37: Domestic travel information channel, by consumer classification, November 2017
                                                                  • Prefer to switch off during domestic family holidays
                                                                    • Figure 38: Attitudes towards domestic family travel, by consumer classification, November 2017
                                                                • Appendix – Market Size and Forecast

                                                                    • Figure 39: Market value for domestic holidays, China, 2012-22
                                                                    • Figure 40: Market volume for domestic holidays, China, 2012-22
                                                                • Appendix – Methodology and Abbreviations

                                                                  • Methodology
                                                                    • Fan chart forecast
                                                                      • Abbreviations

                                                                      Domestic Travel - China - March 2018

                                                                      US $4,460.00 (Excl.Tax)