2022
0
China Holiday Trends Market Report 2022
2022-12-14T03:12:37+00:00
OX1100693
3695
158560
[{"name":"Holidays and Travel","url":"https:\/\/store.mintel.com\/industries\/holidays-travel"}]
Report
en_GB
“The holiday market’s recovery is suppressed due to the massive COVID resurgence in the first half-year of 2022. However, we see positive trends in consumers’ willingness and budgets for travel,…

China Holiday Trends Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“The holiday market’s recovery is suppressed due to the massive COVID resurgence in the first half-year of 2022. However, we see positive trends in consumers’ willingness and budgets for travel, especially among households with pets, children and high-income women aged 30-39. Consumers are motivated by themed short-haul or local travel holidays that allow them to release stress and be close to nature. BNB and camping merchants should upgrade or adapt their products and services accordingly, while at the same time advertising on Xiaohongshu to effectively reach these target consumers. OTAs need to adjust their strategy and business models to fulfil emerging consumer needs during short-haul and local leisure trips.”

–   Shannon Liu, Senior Research Analyst

This report discusses the following key topics:

  • The participation ratio of different types of holidays among different consumer demographics since the outbreak of COVID-19
  • Effective holiday triggers and consumers’ interested holiday themes
  • COVID impact on consumers’ holiday behaviours and attitudes
  • Innovations from the holiday industry players, including OTAs, tourist destinations (eg theme parks), and hotels
  • Future business opportunities to watch based on consumer findings

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
        • Executive Summary

            • The market
              • Domestic travel volume declined significantly from the beginning of 2022
                • Figure 1: Total travel volume for the first half-year, 2019-22
                • Figure 2: Holiday travel volume recovery ratio (vs 2019), 2021-22
              • Themed short-haul and local trips becoming the market mainstream
                • Figure 3: Travel radius during national holidays, 2019-22
              • Companies and brands
                • Xiaohongshu and Douyin enter the tourism sector
                  • Parks and tourism destinations gained popularity via immersive tour experiences
                    • Hotel brands launched innovative campaign actions to target young generation
                      • The consumer
                        • Short-haul trips to neighbouring cities and local leisure trips are still mainstream
                          • Figure 4: Travel participation, 2022
                        • Wellness ranks as the top factor consumers are seeking
                          • Figure 5: Motivations for leisure trip, 2022
                        • COVID impact on holidays
                          • Despite travel restrictions, consumers’ willingness to travel and holiday budget remains high
                            • Figure 6: Covid impact on holidays – General willingness and budget, 2022
                          • An increasing willingness for self-drive travel
                            • Figure 7: Covid impact on holidays – Transportation types, 2022
                          • BNBs and high-end hotels are both gaining popularity
                            • Figure 8: Covid impact on holidays – Accommodation preferences, 2022
                          • More willing to go to a less-known holiday destination/attraction
                            • Figure 9: Covid impact on holidays – Tourism types, 2022
                          • Theme parks and beach resorts are the most popular activities
                            • Figure 10: Interested holiday themes, 2022
                          • Consumers are most willing to pay extra money for stress-relieving activities
                            • Figure 11: Health and wellness activities, 2022
                          • Concern about the hygienic protection of vacation rentals decreased
                            • Figure 12: Attitudes towards travel – Any agree, 2020 vs 2022
                          • What we think
                          • Issues and Insights

                            • OTAs need to adapt their services to local leisure trends
                              • BNB merchants can upgrade their services by leveraging wellness theme
                                • Pet owners are rising opportunity for the camping business
                                    • Figure 13: Examples of pet-friendly campsites in the US, 2022
                                • Market Factors

                                  • The massive resurgence of COVID-19 caused a 22.2% YOY decline in travel volume in the first half-year of 2022
                                    • Figure 14: Total travel volume and revenue in the first half-year, 2019-22
                                  • Holiday spending sees downtrend since 2022 COVID wave
                                    • Figure 15: Consumer holiday spending trend, Mar 2020-Sep 2022
                                  • 2022 public holiday travel volume recovery from 2019 is still feeble
                                    • Figure 16: Holiday travel volume and revenue – vs 2019 as base, 2021-22
                                  • Themed short-haul and local trips becoming the market mainstream
                                    • Figure 17: Travel radius during national holidays, 2019-22
                                • Who’s Innovating?

                                  • Xiaohongshu, Douyin step into the tourism sector
                                    • Theme Parks and tourism destinations that combine trend elements gain popularity
                                      • Figure 18: Tourist street in Xi’an based on famous television IP “The Longest Day in Chang’an”, 2022
                                      • Figure 19: NFT products by Disney and VeVe
                                    • Hotel brands launch a series of innovative campaigns targeting the young generation
                                      • Figure 20: Campaign activities by different hotel brands
                                  • Travel Participation

                                    • Short-haul trips to neighbouring cities and local leisure trips are still the dominant types of travel
                                      • Figure 21: Travel participation, 2022
                                    • Travel participation is associated with age, income and living situation
                                      • Figure 22: Travel participation, by age, income and living situation, 2022
                                  • Motivations for Leisure Trip

                                    • Wellness ranks as the top one factor consumers are seeking in travel
                                      • Figure 23: Motivations for leisure trip, 2022
                                    • People of different ages and living situations vary in main motivators for travel
                                      • Figure 24: Motivations for leisure trip, by age, 2022
                                      • Figure 25: Motivations for leisure trip, by the living situation, 2022
                                  • COVID Impact on Holidays

                                    • Despite travel restrictions, consumers’ willingness to travel and holiday budget remain high
                                      • Figure 26: COVID impact on holidays – General willingness and budget, 2022
                                      • Figure 27: COVID impact on holidays – Holiday budget, by selected consumer segment, 2022
                                    • Increasing willingness to travel by self-drive
                                      • Figure 28: COVID impact on holidays: transportation types, 2022
                                    • BNBs and high-end hotels are both gaining popularity
                                      • Figure 29: Covid impact on holidays – Accommodation preferences, 2022
                                    • Growing interest in exploring less-known destinations/attractions
                                      • Figure 30: COVID impact on holidays – Tourism types, 2022
                                  • Interested Holiday Themes

                                    • Theme parks and beach resorts are the most popular activities
                                      • Figure 31: Interested holiday themes, 2022
                                    • Holiday with combined themes will drive consumer interest
                                      • Figure 32: Interested holiday themes (selected), by consumers who are interested in different holiday themes, 2022
                                  • Health and Wellness Activities

                                    • Strong willingness to pay for stress-relieving activities
                                      • Figure 33: Willingness to pay more for health and wellness activities, 2022
                                    • Older travellers are attracted to traditional Chinese medical diets
                                      • Figure 34: Willingness to pay more for health and wellness activities, by age, 2022
                                  • Attitudes towards Travel

                                    • Concern about the hygienic protection of vacation rentals alleviated over the past three years
                                      • Figure 35: Attitudes towards travel – Any agree, 2020 vs 2022
                                    • Interest in outbound travel has not faded
                                      • Figure 36: Attitude towards outbound travel, by selected demographic groups, 2022
                                  • Appendix – Methodology and Abbreviations

                                    • Methodology
                                      • Abbreviations

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