2021
0
China Holiday Trends Market Report 2021
2021-03-23T03:06:08+00:00
OX1047503
4995
135753
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Report
en_GB
“Nature will be a key driver to capture holiday consumption during weekends because consumers crave being close to nature in their leisure time after COVID-19. Price-quality balance and responsible consumption…

$ 4,995 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the China Holiday Trends market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic saw the holiday market fall dramatically worldwide, with the cancellations and postponing of travel due to international lockdowns and stay-at-home orders. China’s holiday market was no different, with volumes in domestic travel seeing a sharp decline in 52.1% compared with 2019.

While there is an overall interest in travel from many consumers, with a pent-up demand from the previous year, this will not translate into a quick rebound in the market. Traveller numbers at key holiday times do suggest a gradual return as the pandemic subsides, but currently only 20% are spending more on holidays – even during China’s National Day holiday.

Economic uncertainties because of the pandemic will see more cautious spending, with many prioritising longer-term and emergency spending than on holidays. However, 65% of respondents have taken part in domestic travel between February and December 2020, indicating that interest still remains.

Read on to discover more details or take a look at all of our China Holidays and Travel market research.

Quickly understand

  • Applying holiday trends to target Gen-Z travellers.
  • Connect with high-budget family consumers with activities inspired by responsible consumption.
  • Nature is the theme to drive local leisure life.

Covered in this report

Brand: Marriott International, Fliggy, Ctrip, RED, Douyin, Pinduoduo.

Expert analysis from a specialist in the field

Written by Saskia Zhao, a leading analyst in the Holidays and Travel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Nature will be a key driver to capture holiday consumption during weekends because consumers crave being close to nature in their leisure time after COVID-19.
Price-quality balance and responsible consumption can motivate holiday participation. Affordability has become more important to encourage purchasing among Gen-Zers. Activities inspired by responsible consumption can engage high-budget families with children who prioritise this over price.

Saskia Zhao
Senior Research Analyst

Table of Contents

  1. Overview

    • What you need to know
  2. Executive Summary

    • The market
    • Consumers are returning although market has seen significant drop in travellers
      • Figure 1: Domestic travellers at key holiday times in China, 2019-2020
    • Holiday spending recovery calls for more time because of changed priority
      • Figure 2: Consumer spending changes on holidays – have spent more, April 2020 – Jan 2021
    • Further recovery depends on how COVID-19 is controlled
    • The consumer
    • Market recovery still fuelled by short-haul trips
      • Figure 3: Travel participation, December 2020
    • Increasing popularity of vacation rentals boosted by low-to-mid income consumers
      • Figure 4: Accommodation usage for leisure travel, December 2020
    • Premium hotels capture consumers through nonprice factors, while vacation rentals stand out for competitive pricing
      • Figure 5: Reasons for choosing specific accommodation for leisure travel, December 2020
    • Females aged 30-39 allocate the most budget for leisure travel
      • Figure 6: Budget for future leisure travel, December 2020
    • Wise balance between quality and price
      • Figure 7: Important factors for travel product purchase, December 2020
    • Traditional OTA channels are suitable for promoting premium products
      • Figure 8: Perception of various sales channels – correspondence analysis, December 2020
    • What we think
  3. Issues and Insights

    • Applying holiday trends to target Gen-Z travellers
    • The facts
    • The implications
      • Figure 9: Most important factors when selecting a job among Gen-Zers, December 2020
      • Figure 10: Marriott International presents Moxy hotel to Chinese consumers, 2021
      • Figure 11: Atour Hotel introduces e-sport-themed hotels to young people, 2021
    • Connect with high-budget family consumers with activities inspired by responsible consumption
    • The facts
    • The implications
      • Figure 12: Marriott International launch activities inspired by ethical behaviours in the China market, 2021
    • Nature is the theme to drive local leisure life
    • The facts
    • The implications
  4. The Market – What You Need to Know

    • Recovery slowly in progress, although total volume experienced a sharp decline
    • Spending recovery will take even longer time
    • Alertness remains until COVID-19 is fully contained
  5. Market Overview

    • Traveller volume at key holiday times suggests consumers returning
      • Figure 13: Travellers at key holiday times in China, 2019-2020
    • Spending recovery needs more time
      • Figure 14: Consumer spending changes on holidays – have spent more, April 2020 – Jan 2021
    • Spending trade-off skews towards long-term needs
      • Figure 15: Spending priorities, 2019-2020
    • Market and consumers still alert to COVID-19 uncertainties
  6. The Consumer – What You Need to Know

    • Domestic recovery driven by short-haul travel
    • Low-to-mid income consumers fuelled popularity of vacation rentals
    • Premium hotels’ usage is motivated by professionalism and protection
    • Price has become more important to Gen-Zers
    • High-budget consumers prioritise quality holiday products
  7. Travel Participation

    • Short-haul leisure travel continues to lead the recovery
      • Figure 16: Travel participation, December 2020
    • More confident to travel across provinces
      • Figure 17: Participation in various travel type combinations, August versus December 2020
    • Families with children are the key long-haul travellers
      • Figure 18: Participation in long-haul leisure trips across provinces*, by demographic, December 2020
  8. Travel Accommodation Usage

    • Mid-scale hotels remain popular in leisure travel, while resorts are the emerging star
      • Figure 19: Accommodation usage for leisure travel, December 2020
    • Vacation rentals’ usage bumped up by low-to-mid income consumers
    • Vacation rentals extend from young families to include older generations
      • Figure 20: Selected accommodation usage for family travel, 2018 vs 2020
      • Figure 21: Usage of vacation rentals (a) for family travel, by demographic, 2018 vs 2020
    • Gen-Zers with low-to-mid income fuelled usage of vacation rentals for solo trips and travelling with friends
      • Figure 22: Selected accommodation usage for travelling with friends, 2018 vs 2020
      • Figure 23: Vacation rentals’ (a) usage for travelling with friends, by demographic, 2018 vs 2020
      • Figure 24: Selected accommodation usage for travel alone, 2018 vs 2020
      • Figure 25: Vacation rental (a) usage for travelling alone, by demographic, 2018 vs 2020
    • Business travellers prefer budget accommodation more than before
      • Figure 26: Accommodation for business travel, 2018 vs 2020
  9. Reasons for Choosing Specific Leisure Accommodation

    • Consumer protection is competition moat for premium hotels
      • Figure 27: Reasons for choosing specific accommodation for leisure travel, December 2020
    • Hygiene protects appeal to high income families
      • Figure 28: Reasons for choosing premium hotels (a) – professional hygiene protection measures, by demographic, December 2020
    • Privacy protection links premium hotels to young people
      • Figure 29: Reasons for choosing premium hotels (a) – protecting privacy, by demographic, December 2020
    • Sustainability for high-income families with children
      • Figure 30: Reasons for choosing specific accommodation – Adopting environmental protection measures (a), by demographic, December 2020
    • Gen-Zers emphasise good-value deals for vacation rentals more than before
      • Figure 31: Gen-Zers’ association with vacation rentals (a), 2018 vs 2020
      • Figure 32: Associate vacation rentals (a) with good value for money, by age, 2018 vs 2020
      • Figure 33: Attitudes towards travel spending, by age, May 2020
  10. Budget for Future Leisure Travel

    • Females in their 30s willing to allocate the biggest budgets
      • Figure 34: Budget for future leisure travel, December 2020
      • Figure 35: Average budget for future leisure travel, by age and gender, December 2020
    • High-budget consumers are potential long-haul travellers using premium accommodation
      • Figure 36: Domestic travel participation between February and December 2020, by future travel budget, December 2020
      • Figure 37: Accommodation usage for leisure travel, by future travel budget, December 2020
      • Figure 38: Motivations for using premium hotels* for leisure travel, by future travel budget, December 2020
  11. Important Factors for Travel Product Purchase

    • A wise balance between quality and price
      • Figure 39: Important factors for travel product purchase, December 2020
    • Young people more encouraged by price
      • Figure 40: Important factors for travel product purchase among Gen-Zers, December 2020
      • Figure 41: Important factors for travel product purchase – competitive price, by age, December 2020
      • Figure 42: Competitive price as top consideration factor among Gen-Zers, by city tier, December 2020
    • High budget consumers: judge quality by brand fame and motivated by ethical behaviours
    • They are less price-sensitive
      • Figure 43: Important factors for travel product purchase – price and luxurious experience, by future travel budget, December 2020
    • Adopt multiple quality indicators
      • Figure 44: Important factors for travel product purchase – quality reassurance, by future travel budget, December 2020
    • Ethical values more considered in purchasing decision
      • Figure 45: Important factors for travel product purchase – ethical values, by future travel budget, December 2020
    • Sustainability appeals to families with children
      • Figure 46: Important factors for travel product purchase – protecting environment (a), by family structure, December 2020
  12. Perception of Various Sales Channels

    • Traditional OTA channels more suitable for promoting premium products
      • Figure 47: Perception of various sales channels – correspondence analysis, December 2020
    • Not yet a platform to satisfy young people who want fun and novelty at affordable prices
      • Figure 48: Perception of various sales channels among Gen-Zers, December 2020
  13. Meet the Mintropolitans

    • Higher participation in domestic leisure long-haul travel
      • Figure 49: Domestic leisure travel participation between February and December 2020, by consumer classification, December 2020
    • Allocating significantly higher budget for travel
      • Figure 50: Leisure travel budget for the next 6 months, by consumer classification, December 2020
    • Ethical values matter more
      • Figure 51: Important factors for travel product purchase, by consumer classification, December 2020
      • Figure 52: Reasons for using upscale or luxury hotels for leisure travel – sustainability, by consumer classification, December 2020
  14. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations
  15. Appendix – Other Consumer Data

    • Travel Accommodation Usage
    • Vacation rentals extend from young families to include older generations
      • Figure 53: Usage of vacation rentals (a) for family travel, by demographic, 2018 vs 2020
    • Budget for leisure travel
      • Figure 54: Average budget for Leisure travel, December 2020

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