2022
0
China Marketing to Young Travellers Market Report 2022
2022-08-27T04:04:30+01:00
OX1103093
3695
155144
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Holidays and Travel","url":"https:\/\/store.mintel.com\/industries\/holidays-travel"}]
Report
en_GB
“Young consumers aged 18-39 will be the driving force in the recovery of the holiday market – especially the long-haul and outbound – when the pandemic is under control and…

China Marketing to Young Travellers Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Young consumers aged 18-39 will be the driving force in the recovery of the holiday market – especially the long-haul and outbound – when the pandemic is under control and travel restrictions are relaxed. For the young 18-24s, camping is more of a budget leisure choice to enjoy nature which does not impose much financial burden. Holiday products with a premium or luxury proposition may consider leveraging extreme sports which are recognised as a desirable, luxurious experience.”
Laurel Gu, Category Director

This Report looks at the following areas:

  • Travel participation and key drivers for future recovery
  • Popular destinations and ways to travel
  • Decision-making factors for holiday destinations
  • Attractive holiday activities
  • Harnessing the appropriate outdoors theme to engage young travellers
  • The trends in marketing holiday experiences

Table of Contents

  1. Overview

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

          • The market overview
            • Holiday participation under the impact of travel regulations
              • Figure 1: Number of travellers, 2019-2022
            • Holiday operators inspire consumers with trendy activities
              • Camping new representative of a trendy lifestyle
                • Auto brands actively targeting outdoor consumers
                  • The consumer trends to watch
                    • Younger generation has been driving domestic long-haul recovery so far and will be the engine of future recovery
                      • Figure 2: Recovery trajectory of domestic leisure long-haul travel (a), by age, 2022
                    • High earners in the younger generation are potential outbound goers
                      • Figure 3: Outbound leisure travel – actual participation before COVID vs interest in future travel, by age, 2022
                    • Cautious holiday spending
                      • Figure 4: Attitude towards improving personal financial status in the next three months, 2022
                      • Figure 5: Attitudes towards luxurious holidays, by monthly household income, 2022
                    • Domestic holidays: Greater Bay in the south attracts travellers and further inspiration should highlight tourist attractions
                      • Figure 6: Anticipated domestic destinations for future travel, ranking, 2020 vs 2022
                      • Figure 7: Inspiration sources for domestic holidays, 2022
                    • Outbound: inspiration should leverage multiple channels and passion for duty-free shopping remains
                      • Figure 8: Anticipated outbound destinations for future travel, word cloud, 2022
                      • Figure 9: Source of destination inspiration (any selected), domestic vs outbound, 2022
                      • Figure 10: Top 5 cited tourist activities for domestic and outbound travel, 2022
                    • Conveying luxurious experiences with extreme sports
                      • Figure 11: Attractive holiday activities, 2022
                      • Figure 12: Attitude towards luxurious travel experience, by interest in outdoor activities, 2022
                    • What we think
                    • Issues and Insights

                      • Camping best marketed to the young as a small spend for happiness rather than something premium
                        • Figure 13: Interest in outdoor activities during travel among 18-24s, by monthly household income, 2022
                        • Figure 14: Interest in camping (a) during travel among 18-24s, by gender, 2022
                        • Figure 15: Interest in camping (a) during travel among older generations, by monthly household income, 2022
                        • Figure 16: Travel participation among 18-24s, by interest in camping (a), 2022
                        • Figure 17: Interest in social activities in tour groups (a) among 18-24s, by interest in camping (b), 2022
                      • Epitomising luxury holidays and lifestyle with extreme sports
                        • Figure 18: Attitude towards luxurious travel experience, by attractive holiday activities, 2022
                        • Figure 19: Attitude towards luxurious holiday experience, by types of outdoor activities, 2022
                        • Figure 20: Attractiveness of outdoor activities, by attitudes towards travelling with like-minded people, 2022
                      • Market memorable overseas holiday experiences to the 18-24s in the right channel
                        • Strengthen memorable experiences with tangible things among young adults
                          • Figure 21: Attractive holiday activities, domestic vs outbound, 2022
                          • Figure 22: Visiting souvenir shops among outbound goers, by age and gender, 2022
                          • Figure 23: Join in group social activities among outbound goers, by age and gender, 2022
                          • Figure 24: Enjoy special ceremony setting (a) among outbound goers, by age and gender, 2022
                        • Inspire the young with multiple channels rather than tourist attractions alone
                          • Figure 25: Inspiration source for holiday destinations, domestic vs outbound, 2022
                      • Market Overview

                        • Holiday participation significantly impacted by COVID
                          • Figure 26: Number of travellers, 2019-2022
                        • Spending sentiment suggests consumers could become more thrifty
                          • Figure 27: Attitude towards improving personal financial status in the next three months, 2022
                      • Marketing Strategies and Innovations

                        • “Jubensha tourism” attracts young people
                          • Figure 28: Fliggy X KFC: mystery role-playing game on cruise, 2022
                        • Holiday service providers expanding their influence
                          • Camping stimulates lifestyle-inspired spending
                            • Figure 29: Camping-themed marketing campaign by Xiaohongshu, 2022
                          • Auto brands leverage outdoor tours to promote cars
                            • Figure 30: Toyota in collaboration with Mafengwo to promote the Frontlander, 2022
                            • Figure 31: Wuling’s campaign for Jia Chen SUV in collaboration with Mafengwo, 2022
                        • Travel Participation and Interest

                          • Domestic leisure travel: young travellers drive long-haul recovery but not in a “revenge” fashion
                            • Figure 32: Domestic leisure travel, 2022
                          • Local trips see return to the pre-outbreak participation level among younger and older travellers
                            • Figure 33: Recovery trajectory of local leisure travel(a), by age, 2022
                          • Short-haul briefly recovers to pre-outbreak participation level with support from all generations
                            • Figure 34: Recovery trajectory of domestic leisure short-haul trips to neighbouring cities (a), by age, 2022
                          • Domestic destinations should focus on young travellers to drive long-haul visitors
                            • Figure 35: Recovery trajectory of domestic leisure long-haul trips across provinces (a), by age, 2022
                          • Outbound destinations should market to young high-earners once they reopen
                            • Figure 36: Interest in travelling outbound in the next 12 months, by age, 2022
                            • Figure 37: Interest in travelling outbound in the next 12 months, by age and income, 2022
                            • Figure 38: Outbound leisure travel: actual participation before COVID vs interest in future travel, by age, 2022
                          • Business travel yet to rebound to pre-COVID participation level
                            • Figure 39: Business travel participation vs Leisure travel in 2022
                            • Figure 40: Recovery trajectory of business travel, by age, 2022
                        • Future Travel Destinations

                          • Young generation is more determined and confident about destination decisions
                            • Figure 41: Destination decisions, 2022
                            • Figure 42: Destination decisions, by monthly household income and city tier, 2022
                          • Popular domestic destinations shift to the Greater Bay in the south
                            • Figure 43: Anticipated domestic destinations for future travel, word cloud, 2022
                            • Figure 44: Anticipated domestic destinations for future travel, ranking, 2020 vs 2022
                          • Japan and South Korea are anticipated outbound destinations
                            • Figure 45: Anticipated outbound destinations for future travel, word cloud and ranking, 2022
                        • Ways to Travel in Future

                          • Self-organised tours remain the top choice
                            • Figure 46: Ways to travel in future, 2022
                          • Customised tours have opportunity to target active outbound goers
                            • Figure 47: Travel in customised tours (a), 2019 vs 2022
                            • Figure 48: Interest in taking customised trips (a), by future travel intentions, 2022
                            • Figure 49: Preferred ways to travel among outbound leisure travellers, 2022
                            • Figure 50: Desired holiday activities, by customised outbound trip vs not, 2022
                          • RV holidays on trend
                            • Figure 51: Travel in RV car tours (a), 2019 vs 2022
                        • Source of Destination Inspiration

                          • Cheap prices not attractive to travellers
                            • Figure 52: Source of destination inspiration, 2022
                          • Marketing outbound destinations: what makes this unique compared with domestic
                            • Multiple sources of inspiration are employed for outbound
                              • Figure 53: Source of destination inspiration (any selected), domestic vs outbound, 2022
                              • Figure 54: Popularity of tourist attractions as destination inspirations: domestic vs outbound, by age, 2022
                            • Outbound travellers are more reliant on travel professionals for destination inspiration
                              • Figure 55: Recommendations from professionals in the industry (a) as destination inspirations: domestic vs outbound, by age, 2022
                            • Travel guide forums pique interest of young outbound travellers
                              • Figure 56: Recommendations from travel guides forums (a) as destination inspirations: domestic vs outbound, by age, 2022
                              • Figure 57: Variety shows and dramas as destination inspirations: domestic vs outbound, by age, 2022
                          • Attractive Holiday Activities

                            • Outdoor, wellbeing and social themes key to designing travel activities
                              • Figure 58: Attractive holiday activities, 2022
                            • Extreme sports represent new form of luxury in holidays and lifestyle
                              • Figure 59: Attitude towards luxurious travel experience, by attractive holiday activities, 2022
                            • Consumers remain enthusiastic about outbound duty-free shopping
                              • Figure 60: Top 5 cited tourist activities for domestic and outbound travel, 2022
                              • Figure 61: Interest in overseas duty-free shopping, by age and gender, 2022
                          • Attitudes towards Travel

                            • Passion for holidays remains strong
                              • Figure 62: Willingness to resume travel, 2022
                              • Figure 63: Willingness to resume travel, by age, 2022
                            • Outbound travel has chance to promote luxury holiday services
                              • Figure 64: Interest in the luxurious holiday experience, by monthly household income, 2022
                              • Figure 65: Interest in luxurious holiday experiences, by demographic, 2022
                            • Sharing-with-friends not applicable to marketing all holiday activities
                              • Figure 66: Attractive holiday activities, by attitudes towards travelling with like-minded people, 2022
                          • Appendix – Methodology and Abbreviations

                            • Methodology

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