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Outbound Travel - China - February 2018

“As the majority of consumers now undertake outbound travel, future growth will be driven by increasing visit frequency. Beyond the common selling points such as natural scenery and cultural attractions, local food could be next thing used to grab consumers’ stomach'.”

– Yihe Huang, Research Analyst

This report examines the following issues:

  • Local foods attraction on top of natural sceneries
  • Solo trip an opportunity
  • Package tours to highlight affordability and flexibility

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Table of contents

  1. Overview

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

            • The market
              • Overall strong willingness to go and spend on outbound travel
                • Figure 1: Best- and worst-case forecast of outbound travel market value, China, 2012-22
                • Figure 2: Best- and worst-case forecast of outbound travel market volume, China, 2012-22
              • Niche outbound destinations increasingly popular
                • Figure 3: Best- and worst-case forecast of outbound travel market volume – Hong Kong, Macau and Taiwan segment, China, 2012-22
                • Figure 4: Best- and worst-case forecast of outbound travel market volume – Others segment, China, 2012-22
              • Opportunity and challenge brought by regulation, natural disasters and spending priorities
                • Companies and brands
                  • Attract consumers via familiarity
                    • Travel tech makes outbound travel more convenient
                      • The consumer
                        • Majority of surveyed consumers have been to outbound travels
                          • Figure 5: Outbound travel frequency, November 2017
                        • Schedule and budget are the biggest barriers
                          • Figure 6: Reasons not undertaking outbound travels, November 2017
                          • Figure 7: Reason for not planning for outbound holidays, November 2017
                        • Nearby destinations are still favoured
                          • Figure 8: Top anticipated outbound destinations, November 2017
                        • Going with families are quite common
                          • Figure 9: Outbound travel companion, November 2017
                        • Price range RMB 6001-12000 is slightly more favourable
                          • Figure 10: Outbound travel spending – pie chart, November 2017
                        • Most outbound travellers are willing to spend more for local food
                          • Figure 11: Preference on outbound spending categories, November 2017
                        • Highlighting enjoyment for independent tours, time and effort saving for package tours
                          • Figure 12: Attitudes towards ways to travel, November 2017
                        • What we think
                        • Issues and Insights

                          • Local foods attraction on top of natural sceneries
                            • The facts
                              • The implications
                                • Solo trip an opportunity
                                  • The facts
                                    • The implications
                                      • Package tours to highlight affordability and flexibility
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Optimistic outlook for both volume and value
                                              • Increasingly diversified outbound destinations for Chinese tourists
                                                • Policies, natural disasters and spending intentions making growth unpredictable
                                                • Market Size and Forecast

                                                  • Overall strong willingness to spend on outbound travel
                                                    • Figure 13: Best- and worst-case forecast of outbound travel market value, China, 2012-22
                                                  • Steady growth regarding outbound visits
                                                    • Figure 14: Best- and worst-case forecast of outbound travel market volume, China, 2012-22
                                                • Market Segments

                                                  • Hong Kong sees revival while Taiwan keep depressed
                                                    • Figure 15: Best- and worst-case forecast of outbound travel market volume – Hong Kong, Macau and Taiwan segment, China, 2012-22
                                                    • Figure 16: Outbound holidays market volume, by destination, China, 2013-17
                                                  • ‘Others’ keeps uprising
                                                    • Figure 17: Best- and worst-case forecast of outbound travel market volume – Others segment, China, 2012-22
                                                • Market Factors

                                                  • Regulation and taxation for booming tourism
                                                    • Natural disasters and international relations hindering travel
                                                      • Low-cost outbound travellers still important
                                                      • Key Players – What You Need to Know

                                                        • Satisfying travellers with familiarity and relaxation
                                                          • Cruise market getting mature
                                                            • Travel tech energising the travelling experience
                                                            • Launch Activity and New Product Development

                                                              • Approach Chinese consumers through familiar channels
                                                                • Updating transportation experience
                                                                  • Localisation is helping cruises to continue growth in a market getting mature
                                                                    • Travelling processes simplified
                                                                      • Tech-aided tourism guides make visits memorable
                                                                        • Chatbots are here to help
                                                                        • The Consumer – What You Need to Know

                                                                          • Less than one third of consumers haven’t taken outbound travel
                                                                            • Northeast Asia destinations are most anticipated
                                                                              • Going outbound with families
                                                                                • Either higher or lower spending, local food worth to invest more
                                                                                  • Package tours to save time and effort
                                                                                  • Outbound Travel Frequency

                                                                                    • Outbound travel has become common
                                                                                      • Figure 18: Outbound travel frequency, November 2017
                                                                                    • Children in household is the decision driver
                                                                                    • Reason for Not Undertaking Outbound Travel

                                                                                      • ‘When to go’ is the most troublesome question
                                                                                        • Figure 19: Reasons not to go on outbound travels, November 2017
                                                                                      • Schedule concerns prevent consumers from future travel plans
                                                                                        • Figure 20: Reason for not planning for outbound holidays, November 2017
                                                                                    • Anticipated Outbound Destinations

                                                                                      • Nearby countries still top the wish list
                                                                                        • Figure 21: Top anticipated outbound destinations, November 2017
                                                                                        • Figure 22: Top 10 anticipated outbound destinations, by user group, November 2017
                                                                                        • Figure 23: Top 10 anticipated outbound destinations, by selected companion, November 2017
                                                                                      • What to offer other than scenery and attractions
                                                                                        • Figure 24: Reason for choosing anticipated outbound destination, November 2017
                                                                                      • Reasons for the leading anticipated outbound destinations
                                                                                          • Figure 25: Reason for anticipated outbound destination, by selected destination, November 2017
                                                                                      • Outbound Travel Companion

                                                                                        • Going outbound is more likely to be within families
                                                                                          • Figure 26: Outbound travel companion, November 2017
                                                                                          • Figure 27: Outbound travel companion, repertoire, November 2017
                                                                                        • More females go with their parents and small groups of friends
                                                                                        • Outbound Travel Spending

                                                                                          • Most spend less than 30,000 RMB
                                                                                            • Figure 28: Outbound travel spending – pie chart, November 2017
                                                                                          • Spending amount peaks at aged 30-39
                                                                                            • Figure 29: Average outbound travel spending, by age group, November 2017
                                                                                            • Figure 30: Average outbound travel spending, by age group, November 2017
                                                                                        • Preference on Outbound Spending

                                                                                          • Local food tops the list of increased spending
                                                                                            • Figure 31: Preference in outbound spending categories, November 2017
                                                                                          • Demographic differences
                                                                                            • Figure 32: Selected preference on outbound spending categories, by gender, November 2017
                                                                                        • Attitudes towards Ways to Outbound Travel

                                                                                          • Package travel on saving time and effort
                                                                                            • Figure 33: Attitudes towards ways to travel, November 2017
                                                                                          • Independent travel helps to explore the destination
                                                                                            • Customised travel: greater education needed
                                                                                              • Cruise tours is not widely acknowledge to better control budget
                                                                                              • Meet the Mintropolitans

                                                                                                • More prefer unfamiliar destinations
                                                                                                  • Figure 34: Outbound destinations see most divergence between Mintropolitans and non-Mintropolitans, by consumer classification, November 2017
                                                                                                • More Mintropolitans go with families
                                                                                                  • Figure 35: Selected outbound travel companions, by consumer classification, November 2017
                                                                                                • Significantly higher average spending and willing to spend more
                                                                                                  • Figure 36: Average outbound travel spending, by consumer classification, November 2017
                                                                                                • Customised and cruise tours should reinforce how to help Mintropolitans enjoy the trip, especially with their children
                                                                                                  • Figure 37: Attitudes towards ways to outbound travels, consumer classification, customised tours and cruises, November 2017
                                                                                              • Appendix – Market Size and Forecast

                                                                                                  • Figure 38: Best- and worst-case forecast of outbound travel market value, China, 2012-22
                                                                                                  • Figure 39: Best- and worst-case forecast of outbound travel market volume, China, 2012-22
                                                                                              • Appendix – Methodology and Abbreviations

                                                                                                • Methodology
                                                                                                  • Fan chart forecast
                                                                                                    • Abbreviations

                                                                                                    Outbound Travel - China - February 2018

                                                                                                    US $4,460.00 (Excl.Tax)