Holiday Booking Process - China - October 2014
“In contrast to the past, as Chinese travellers are more exposed to travelling, they don’t simply rush through tourist attractions, take photos or shop. Holidays to them are more of a de-stress experience away from their hectic lifestyles, and they prefer spending their holidays at a slower pace, staying for longer at the destinations so that they can better enjoy the local culture and food. This ‘slow travelling’ and experiential holiday lifestyle has become popular among them. Plus, many of these busy travellers prefer to do their booking and planning in a more effective way rather than having to go through overwhelming online information. Hence, travel agencies can seize on the customised travel information or package holiday to meet the changing needs of these Chinese travellers.
In general, holiday booking is getting considerably more complex and information is getting more overwhelming. The holiday industry in China is fragmented and undifferentiated, and there is a general distrust of travel agencies and advertisements. Not only that, most travellers’ family and friends are not able to provide recommendations. So Chinese travellers, especially those experienced ones, spend a lot of time searching for and comparing information and prices on their own, shopping across more websites than ever before with their researching and booking done mostly online.”
– Lui Meng Chow, Research Analyst
This report looks at the following areas:
- The shift to mobile online booking
- Convergence of channels to optimise the traveller’s holiday booking experience
- Improve holiday product price transparency and comparison
- Demand for personalisation fuels customised holiday products
This has made holiday booking an even more competitive market in which there are thousands of websites, apps and tools competing for a slice of the pie. So as the mobile marketplace for travel services and the popularity of devices grow, it is time for operators to focus and differentiate.
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