Expert Insights from a Mintel Analyst
This report, written by Shannon Liu, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in the holiday industry and add expert context to the numbers.
Consumers are seeking novel and enriching experiences that offer excellent value for money. Holiday offerings that can emphasise sustainable education and deeply integrate unique local culture and natural resources are of great interest to high-spending power consumer groups, such as multi-child families.
Shannon Liu
Senior Research Analyst, Travel and Leisure
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Executive Summary
- Key issues covered in this Report
- The market
- The consumer
- Graph 1: travel participation in the last 12 months and next 12 months participation interest, 2023
- Graph 2: travel companion during a leisure trip in the last 12 months, 2023
- Graph 3: budget for leisure travels in the next 12 months, 2023
- Graph 4: grassroots promotion/catalyst channel, 2023
- Graph 5: factors of choosing a holiday product, 2023
- Graph 6: factors of choosing outbound travel destinations, 2023
- Issues and insights
- What we think
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The market
- Market overview
- Graph 7: the trend of consumer holiday spending , Mar 2020 – Oct 2023
- Graph 8: domestic travel revenue in the three quarters, 2019-23
- Graph 9: domestic travel volume in the first three quarters, 2019-23
- Graph 10: average per-capita spending in domestic travelling in the first half year, 2019-23
- Graph 11: average per-capita spending in domestic travelling in the first three quarters, 2019-23
- Graph 12: participation rate in long-haul leisure trips, 2020-23
- Graph 13: recovery ratio vs 2019 – traveller volume and revenue during public holidays, 2021-23
- Graph 14: share of off-season traveller volume and revenue – the first-half year, 2019-23
- Graph 15: participation rate in outbound leisure trips, 2020-23
- Graph 16: travel participation rate vs future intention, 2023
- Graph 17: proportion of domestic consumers received in the first half year, 2023
- Graph 18: domestic tourist distribution for outbound travel in different cities/provinces in the first half year, 2023
- Marketing activities
- Market highlights
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The consumer
- Travel participation
- Graph 19: travel participation rate in the past 12 months of different trips, 2020-23
- Graph 20: travel participation in the last 12 months and next 12 months participation interest, 2023
- Graph 21: total participation rate of domestic/outbound leisure travel, by selected consumer groups, 2023
- Graph 22: total participation rate of domestic/outbound leisure travel, by city tier, 2023
- Graph 23: total participation rate of domestic/outbound leisure travel, by age, 2023
- Travel companion
- Graph 24: travel companion during a leisure trip in the last 12 months, 2023
- Graph 25: travel companion during a leisure trip in the last 12 months, by age, 2023
- Graph 26: travel companion during a leisure trip in the last 12 months, by selected consumer group,2023
- Graph 27: travel companion during a leisure trip in the last 12 months, by travel type participated, 2023
- Holiday budget
- Graph 28: budget for leisure travel in the next 12 months, by household income, 2023
- Graph 29: budget for leisure travels in the next 12 months, 2023
- Graph 30: budget for leisure travel in the next 12 months, by age, 2023
- Graph 31: budget for leisure travel in the next 12 months, by city tiers, 2023
- Graph 32: budget for leisure travel in the next 12 months, by selected travel types have participated last year, 2023
- Graph 33: profile picture of consumers, by holiday budget, 2023
- Graph 34: holiday destination preferences, by holiday budget, 2023
- Graph 35: source of inspiration and preferred holiday experiences, by holiday budget, 2023
- Source of travel inspiration
- Graph 36: grassroots promotion/catalyst channel, 2023
- Graph 37: grass-roots promotion/catalyst channel, by age, 2023
- Graph 38: grassroots promotion/catalyst channel, by selected travel types, 2023
- Factors of choosing a holiday product
- Graph 39: factors of choosing a holiday product, 2023
- Graph 40: factors of choosing a holiday product – very important, by selected consumer group, 2023
- Graph 41: factors of choosing a holiday product – very important, by age, 2023
- Graph 42: factors of choosing a holiday product – very important, by source of travel inspiration, 2023
- Graph 43: factors of choosing a holiday product – very important, by travel types have participated last year, 2023
- Outbound travel destinations of interest
- Graph 44: visiting interest of outbound travel destinations in the next 12 months, 2023
- Graph 45: visiting interest of selected outbound travel destinations in the next 12 months, by age, 2023
- Graph 46: visiting interest of outbound travel destinations in the next 12 months, by selected consumer group, 2023
- Graph 47: attractive features of outbound destinations, 2023
- Choice factors in outbound travel destinations
- Graph 48: factors of choosing outbound travel destinations, 2023
- Graph 49: factors of choosing outbound travel destinations – very important, by selected consumer group, 2023
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issues and insights
- Tourism + sustainability education – a winning combination for environment-conscious family consumers with kids
- Deeply integrate local cultural and natural resources to create unique holiday experiences
- Partnering with sports/outdoor brands and clubs to precisely reach adventure travel enthusiasts
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Appendix – methodology and abbreviations
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