2021
0
China Family Holidays Market Report 2021
2021-05-21T04:12:51+01:00
OX1045491
3695
138521
[{"name":"Holidays and Travel","url":"https:\/\/store.mintel.com\/industries\/holidays-travel"},{"name":"Parents and Family","url":"https:\/\/store.mintel.com\/industries\/life-stages\/parents-family"}]
Report
en_GB
“The family holiday segment is not low-hanging fruit because market competition is escalating. Harvesting growth in this segment calls for a more sophisticated marketing mix design. Family bonding and relaxation…

China Family Holidays Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The family holiday segment is not low-hanging fruit because market competition is escalating. Harvesting growth in this segment calls for a more sophisticated marketing mix design. Family bonding and relaxation will be key motivators for family holidaymakers. Interactive learning activities will evolve into a new and important element when developing travel inspiration content targeting family travellers.”

– Saskia Zhao, Senior Research Analyst

Covered in this report

  • Snapshot of characteristics of family holidaymakers
  • Participation and motivations of travelling with children
  • Marketing strategies and product innovation in the family holiday segment
  • Trends to capture in marketing to family holidaymakers
  • Opportunities in holiday brands’ expansion to children’s retailing

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Consumer classification
          • Figure 1: Family holidaymaker classification, February 2021
      • Executive Summary

          • Market Overview
            • Families are active domestic and outbound travellers
              • Willing to allocate budget and trade up for holiday-related products
                • Marketing Strategies
                  • Invest in brand IP development
                    • Highlighting e-learning elements
                      • Special offers for children
                        • Family holidays becoming a popular theme for non-tourism brands
                          • Product Innovations
                            • Themed room decorations
                              • Premium accommodation experience elevates sophistication
                                • Outdoor sports brands crossing over to family holidays
                                  • Study tours see scope for further development
                                    • The consumer
                                      • A snapshot of the family travellers
                                        • Long holidays are the most travelled season
                                          • Figure 2: Holiday seasons to travel with children, February 2021
                                        • Parents travel with children because of emotional needs and soft skills
                                          • Figure 3: Motivations to travel with children, February 2021
                                        • Theme parks are very popular in domestic travel; while Japan is the most anticipated outbound destination
                                          • Figure 4: Anticipated destinations for family holidays–ranking, families vs mass travellers, February 2021
                                        • Theme parks excel in satisfying the most desired emotional needs in family holidays
                                          • Figure 5: Perceived benefits of various activities for children, February 2021
                                        • High-income families engage children when deciding big-spending items
                                          • Figure 6: Children’s voice in family holiday decisions, February 2021
                                        • Parents prefer participating in activities with children
                                          • Figure 7: Attitudes towards family holidays, February 2021
                                        • High-frequency travellers are potential audience for social responsibility themes
                                          • Figure 8: Selected motivations to travel with children, by travel frequency, February 2021
                                        • What we think
                                        • Issues and Insights

                                          • The next upgrade in livestream communication: incorporating interactive learning opportunities for children
                                            • The facts
                                              • The implications
                                                  • Figure 9: Online study tours features learning and exploring, by Singapore Tourism Bureau and Mafengwo, 2021
                                                • Outdoor sports need a transformation to fit into family holidays
                                                  • The facts
                                                    • The implications
                                                      • Holiday brands need well-thought-out plans to extend to children’s retailing
                                                        • The facts
                                                          • The implications
                                                          • Market Drivers

                                                            • Families with children actively participate in travel
                                                              • Higher participation in domestic travel
                                                                • More willing to resume outbound travel
                                                                  • Family trips lead leisure spending among parents
                                                                    • Families are important consumers for accommodation, foodservice, travel retail and insurance
                                                                      • Figure 10: Domestic travel spending sentiment – % of willing to spend more, by family structure, April 2021
                                                                  • Market Trends

                                                                    • Harness nature to fuel repeat visitation
                                                                      • Holiday brands can feature sustainability and cross over to the retail sector
                                                                        • Empower kids in travel planning stage
                                                                        • Marketing Strategies

                                                                          • New Century Hotel Group announced anime IPs to focus on families
                                                                            • Figure 11: Anime themed IP to target families, by New Century Hotel Group, 2021
                                                                          • Extend business to children’s retailing with help of anime IPs
                                                                            • Figure 12: Constellation-themed IPs targeting families, by Lavande Hotel, 2021
                                                                          • Virtual field trips for children see scope for continued development after COVID-19
                                                                            • Figure 13: Virtual field trips supporting out-of-school learning launched by Airbnb, 2020
                                                                          • Budget airline launched special promotion for children’s tickets
                                                                            • Figure 14: Special promotional flight package targeting families, by Spring Airlines, November 2020
                                                                          • Non-tourism brands feature family holiday activities in marketing campaigns
                                                                            • Leica Academy engages families with premium study tours
                                                                              • Figure 15: Photography-themed study tours to Northwest China organised by Leica Camera, 2021
                                                                            • Finnish cheese brand Oltermanni promotes brand with family holidays and charity inspired campaign
                                                                            • Product Innovations

                                                                              • Premium hotels leverage activities catering to children’s learning needs
                                                                                  • Figure 16: Learning activities launched by hotels and resorts targeting families with children, 2020
                                                                                • Hotel rooms decorated with anime IPs to attract family holidaymakers
                                                                                  • Figure 17: Rooms decorated with family IP at New Century Hotel, 2020
                                                                                • Outdoor brands aggressively investing in outdoor sports themed parks
                                                                                  • Figure 18: Squirrel Tribe outdoor-themed parks targeting families with children, by Sanfo
                                                                                • Cruise teams up with baby care brand to pitch to families with small children
                                                                                  • Travel agency communicates directly with families to promote study tours
                                                                                    • Figure 19: Study tours leveraging children’s learning launched by Caissa, 2021
                                                                                • The Consumer

                                                                                  • Holiday Seasons for Family Travel

                                                                                    • Long holidays are the key occasions for family travel
                                                                                      • Figure 20: Holiday seasons to travel with children, February 2021
                                                                                    • Mid-to-high income families power travel participation at long holidays
                                                                                      • Figure 21: Holiday seasons to travel with children, by monthly household income, February 2021
                                                                                    • Children’s Day is the occasion to target families in higher tier cities
                                                                                      • Figure 22: Holiday seasons to travel with children – Children’s Day Holiday, by demographic, February 2021
                                                                                    • Six out of 10 families travelled at 2-3 holiday types
                                                                                      • Figure 23: Number of holiday types to travel with children, February 2021
                                                                                  • Anticipated Destinations

                                                                                    • Popular domestic destinations are the same as general preferences
                                                                                      • Figure 24: Anticipated destinations for family holidays – ranking, families vs mass travellers, February 2021
                                                                                    • Disney beats other choices in theme park family holidays
                                                                                      • Figure 25: Anticipated destinations – theme parks and amusement parks (generated by open-end), February 2021
                                                                                      • Figure 26: Disney park as anticipated destination, by demographic (generated from open-end), February 2021
                                                                                  • Children’s Voice in Holiday Decisions

                                                                                    • Children’s opinions can influence choices of tourist activities
                                                                                      • Figure 27: Children’s voice in family holiday decisions, February 2021
                                                                                    • High-income families ask children about big-spending items
                                                                                      • Figure 28: Children’s voice in family holiday decisions, by monthly household income, February 2021
                                                                                    • Niche attractions can target parents who appreciate developing children’s life skills
                                                                                      • Figure 29: Children’s voice in family holiday decisions, by attraction preferences, February 2021
                                                                                  • Motivations to Travel with Children

                                                                                    • Emotional needs spur family holiday participation
                                                                                      • Figure 30: Motivations to travel with children, February 2021
                                                                                    • Differentiate family holiday products by children’s age
                                                                                      • Figure 31: Motivations to travel with children – selected factors, by children’s age, February 2021
                                                                                    • Family holidays can feature exploration and life skills beyond cultural knowledge
                                                                                      • Figure 32: Appealing knowledge/skills to parents who prefer knowledge-enriching family holidays, February 2021
                                                                                      • Figure 33: Attractiveness of selected knowledge or skills to parents who prefer knowledge-enriching family holidays, by children’s age*, February 2021
                                                                                    • Potential outbound travellers are motivated by life skills and high-tech knowledge
                                                                                      • Figure 34: Motivations to travel with children, by willingness to travel abroad in the next 12 months, February 2021
                                                                                  • Perceived Benefits of Various Activities for Children

                                                                                    • Relax and de-stress in nature is the next engine to differentiate family holiday experience
                                                                                      • Figure 35: Perceived benefits of various activities for children, February 2021
                                                                                  • Attitudes towards Family Holidays

                                                                                    • Parents accompany children in person to broaden experiences
                                                                                      • Figure 36: Attitudes towards children’s spending, February 2021
                                                                                      • Figure 37: Attitudes towards family holidays, by spending priorities, February 2021
                                                                                    • Emphasise good value deals to parents of small children
                                                                                      • Figure 38: Attitudes towards family holiday products, by children’s age, February 2021
                                                                                  • High-Frequency Family Holidaymakers

                                                                                    • Demographic profile of high-frequency travellers
                                                                                      • Figure 39: High-frequency holidaymakers, by demographic, February 2021
                                                                                    • High-frequency travellers actively engage in traditional and foreign holidays
                                                                                      • Figure 40: Holiday seasons to travel with children, by travel frequency, February 2021
                                                                                    • High-frequency travellers value developing children’s life skills and social responsibility awareness
                                                                                      • Figure 41: Motivations to travel with children – develop children’s life skills*, by travel frequency, February 2021
                                                                                      • Figure 42: Motivations to travel with children – develop children’s social responsibility*, by travel frequency, February 2021
                                                                                    • High-frequency travellers embrace niche attractions
                                                                                      • Figure 43: Attractions preferences, by travel frequency, February 2021
                                                                                  • Appendix – Methodology and Abbreviations

                                                                                    • Methodology
                                                                                      • Abbreviation

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