2024
0
China Marketing to Young Travellers Market Report 2024
2024-07-01T15:06:04+01:00
REP939ECDFF_72FA_4EE9_89FD_A52BE2737444
4400
174243
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Report
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This report looks at the following areas:How can younger people be grouped into different typologies for travel marketing?What do younger people's travel budgets look like?How do younger travellers' domestic and…

China Marketing to Young Travellers Market Report 2024

 4,400 (Excl.Tax)

Report Summary

This report looks at the following areas:

  • How can younger people be grouped into different typologies for travel marketing?
  • What do younger people’s travel budgets look like?
  • How do younger travellers’ domestic and outbound travel over the past year and plans for the coming year’s destinations differ by typology?
  • What travel information channels did younger people use over the past year?
  • Observations and interpretations of new travel consumption trends
  • Strategy insights for marketing to younger people

'Special forces tourism', 'reverse travel', custom travel photoshoots… new ways to travel are emerging every day, an outward expression of younger travellers' initiative and lifestyle attitudes. Combining local cultural and tourism resources with fashionable aesthetics, live shows and sports events represents a new approach to the fusion of culture and travel.

Tina Cheng, Research Analyst

Market Definitions

The consumer research in this Report covers younger people’s travel budgets, travel in the past 12 months, travel destinations in the next 12 months, factors driving the selection of travel destinations, travel information channel preferences and future interest in value-added services during travel. This content can help travel providers better understand consumer expectations for travel, making travel marketing more effective.

In addition, this Report sorts travellers into four typologies using cluster analysis to try to better understand younger consumers’ travel attitudes and behaviours.

  • Budget-conscious Adventurers
  • Indulgence-seeking Influencers
  • Value Seekers
  • Indoor Sightseers

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Definition
    • What you need to know
    • The market
    • Market factors: the travel market recovers steadily thanks to favourable policies, while younger consumers stay intentional about their spending
    • Market factors: digital technologies and younger people's 'non-traditional' attitudes towards consumption are changing the travel market
    • Marketing activities
    • The consumer
    • The four travel consumer typologies
    • Graph 1: travel consumer typologies, by age, 2024
    • The travel and leisure market will continue to thrive as travel budgets rise slightly in the year ahead
    • Graph 2: travel budget, 2023-24
    • Domestic travel still dominated in 2023, but outbound tourism made a comeback
    • Graph 3: holidays taken, 2024
    • North-South cultural differences attract younger domestic travellers
    • Graph 4: ranking (a) of domestic destinations for travel plans in the next 12 months, 2022-24
    • Hong Kong, Macau, Japan, South Korea and Southeast Asia will be key destinations in the coming year
    • Graph 5: ranking of overseas destinations for travel plans in the next 12 months, 2022-24
    • Domestic destinations should explore differentiation strategies; high-end services and trends are key motivators for outbound travellers
    • Graph 6: factors in holiday destination choice, total vs outbound destinations, 2024
    • Graph 7: factors in holiday destination choice, total vs domestic destinations, 2024
    • Forums and sales platforms are important tourism information channels, while short video platforms are gaining ground
    • Graph 8: tourism information channels, 2024
    • Graph 9: tourism information channels, 2020
    • The event-driven economy will dominate future travel trends, with a balance of fast and slow experiences
    • Graph 10: travel activities and services of interest, 2022-24
    • Issues and insights
    • What we think
  2. The market

    • Market factors
    • The travel market reaped the benefit of favourable policies in 2024
    • Graph 11: domestic and outbound trips, 2019-24
    • Younger people remain intentional about their travel spending
    • Graph 12: "overall domestic economic conditions" – selected in top five, by age, 2022-23
    • Examples: younger travellers seek low-cost, high-quality travel
    • Differing sharply from traditional travel consumption patterns, youth trends can add vitality to the travel market
    • Graph 13: attitudes towards success, by age, 2022
    • Examples: meeting the 'slow demand' of younger travellers
    • Younger people's interest in and acceptance of technology is driving the digital empowerment of the travel industry
    • Graph 14: attitudes towards technology, 2023
    • Examples: digital empowerment can make travel easier and more convenient, and offer a higher quality experience
    • Marketing activities
    • Fuse culture and travel to meet the multifaceted needs of younger travellers
    • Indulgence-seeking consumers and traveller-friendly destinations
    • Game IP and cultural tourism collide to attract younger visitors
  3. The consumer

    • Consumer typologies and characteristics
    • The four travel consumer typologies
    • Graph 15: travel consumer typologies, by age, 2024
    • Budget-conscious Adventurers
    • Graph 16: attitudes towards travel, by travel consumer typology, 2024
    • Indulgence-seeking Influencers
    • Graph 17: attitudes towards travel, by travel consumer typology, 2024
    • Value Seekers
    • Graph 18: attitudes towards travel, by travel consumer typology, 2024
    • Indoor Sightseers
    • Graph 19: attitudes towards travel, by travel consumer typology, 2024
    • Travel budget
    • The travel and leisure market will continue to thrive as travel budgets rise slightly in the year ahead
    • Graph 20: travel budget, 2023-24
    • Under-39s' travel budgets grow as they go through the stages of life
    • Graph 21: travel budget, by age, 2024
    • A desire for indulgence drives higher travel budgets
    • Graph 22: travel budget, by travel consumer typology, 2024
    • Holidays taken
    • Domestic travel still dominated in 2023, but outbound tourism made a comeback
    • Graph 23: holidays taken, 2024
    • Destination choices change with different stages of life
    • Young adults with families: multi-child households form the core group of outbound travellers
    • Small-town young adults show enthusiasm for outbound tourism, with demand extending beyond Tier 1 and 2 cities
    • Graph 24: domestic (a) and outbound (b) holidays taken, by city tier, 2024
    • Indulgence-seeking Influencers are keen on outbound travel, with Hong Kong, Macau, Japan, South Korea and Southeast Asia gaining popularity
    • Travel destinations in the next 12 months
    • Younger adults are more decisive about travel destinations
    • Graph 25: travel plans in the next 12 months, 2024
    • Graph 26: travel plans in the next 12 months, 2022
    • Younger travellers' decisiveness increases with income
    • Graph 27: 18-24 year old consumers' travel plans in the next 12 months, by monthly personal income, 2024
    • Graph 28: 25-29 year old consumers' travel plans in the next 12 months, by monthly personal income, 2024
    • Travel-savvy youth from smaller cities are set to breathe new life into the tourism industry
    • Graph 29: 25-29 year old consumers' travel plans in the next 12 months, by city tier, 2024
    • Graph 30: 18-24 year old consumers' travel plans in the next 12 months, by city tier, 2024
    • Small-town students set their sights abroad while domestic tourism attracts workplace newcomers from Tier 2 and 3 cities
    • Graph 31: 18-24 year old consumers' travel plans in the next 12 months, by city tier, 2024
    • Graph 32: 25-29 year old consumers' travel plans in the next 12 months, by city tier, 2024
    • Domestic destinations attract more 18-29s while 30-39s turn to outbound travel
    • Graph 33: travel plans in the next 12 months, by age, 2024
    • Beijing, Hainan and Yunnan are the top domestic destinations
    • North-South cultural differences attract younger domestic travellers
    • Graph 34: ranking (a) of domestic destinations for travel plans in the next 12 months, 2022-24
    • Workplace newcomers show growing interest in travelling abroad, and 30-39s set their sights on Asian locations
    • Hong Kong, Macau, Japan, South Korea and Southeast Asia are major destinations
    • Graph 35: ranking of overseas destinations for travel plans in the next 12 months, 2022-24
    • Outbound destinations will see more Indulgence-seeking Influencers
    • Graph 36: travel plans in the next 12 months, by travel consumer typology, 2024
    • Factors in holiday destination choices
    • Domestic destinations should explore differentiation strategies; high-end services and trends are key motivators for outbound travellers
    • Graph 37: factors in holiday destination choice, domestic vs outbound destinations, 2024
    • Graph 38: factors in holiday destination choice, domestic vs outbound destinations, 2024
    • Differentiate domestic destinations by enhancing value for money, cultural history and theme parks
    • Embrace the unique: each domestic destination attracts different kinds of travellers
    • Embrace the unique: each outbound destination attracts different kinds of travellers
    • Tourism information channels
    • Forums and sales platforms are important tourism information channels, while short video platforms are gaining ground
    • Graph 39: tourism information channels, 2020
    • Graph 40: tourism information channels, 2024
    • Use Weibo to market to 25-29 year olds and WeChat to reach 30-39s
    • Graph 41: tourism information channels, by age, 2024
    • Consumers with high budgets obtain travel information from various channels
    • Leverage targeted marketing to reach different types of travel consumers
    • Travel activities and services of interest
    • The future of travel: striking a balance between fast and slow
    • The event-driven economy will dominate future travel trends, with a balance of fast and slow experiences
    • Graph 42: travel activities and services of interest, 2022-24
    • Workplace newcomers favour outdoor activities, while seasoned professionals are more keen on sports events
    • Graph 43: travel activities and services of interest, by age, 2024
    • Tailor marketing strategies to target different travel consumers' interests
    • Graph 44: travel activities and services of interest, by travel consumer typology, 2024
    • Explore both high-end and affordable options, and appeal to Indulgence-seeking Influencers with niche experiences
  4. Issues and insights

    • Incorporate fashion aesthetics into travel for younger people
    • Travel photoshoots are becoming a fashionable activity for trendsetters and travellers
    • Graph 45: Mentions and year-on-year growth of 'travel photoshoot (旅拍)' and 'travel (旅游)' on Xiaohongshu and Douyin, 2023-24
    • Moving beyond the traditional clothes of minority ethnic groups, travel photoshoots keep up with fashion
    • Explore new ways to develop travel photoshoots using cultural heritage, co-creation with brands, and premiumisation
    • Leverage popular urban events to attract younger travellers and drive local consumption
    • A new fashion among younger travellers: travel in pursuit of popular events
    • Tourism and the culture, sports and entertainment sectors complement one another
    • Graph 46: number of performances and box office revenue, 2019-23
    • Break out of the 'entry plus accommodation' product format: urban events + cultural activities offer a new way to play
    • The essence of travel consumption lies in finding a balance between exploration and relaxation
    • Younger travellers seek a balance between fast and slow travel
    • No need to pick just one – younger consumers seek both fast and slow travel experiences
    • Graph 47: consumer interest in modes of travel, 2024
    • Focus on meaning, the senses and experiences to create uniquely paced travel products
    • Examples of cultural tourism products that create a closed loop of services around meaning, the senses and experiences
  5. Appendix – methodology and abbreviations

    • Methodology
    • Abbreviations

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