2021
0
China Winter Holidays Market Report 2021
2021-08-21T04:10:47+01:00
OX1046069
3695
141772
[{"name":"Holidays and Travel","url":"https:\/\/store.mintel.com\/industries\/holidays-travel"}]
Report
en_GB
“Skiing and all-inclusive resorts are opportunities to watch in winter holidays. Skiing can better respond to consumer needs by featuring group activities instead of solo ones. Skiing also needs a…

China Winter Holidays Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Skiing and all-inclusive resorts are opportunities to watch in winter holidays. Skiing can better respond to consumer needs by featuring group activities instead of solo ones. Skiing also needs a tailored marketing mix, as different consumer groups have differing takes on its perception of being challenging. All-inclusive resorts can improve attractiveness by highlighting convenience and activities instead of claiming premium.”
– Saskia Zhao, Senior Research Analyst

Covered in this report

  • Characteristics of travellers to snowy and warm destinations
  • Key drivers to travel in winter
  • Accommodation choice for winter holidays
  • Opportunities to upsell premium hotels and all-inclusive resorts
  • Marketing skiing to potential skiers
  • Promote skiwear among male Gen-Zers

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Definition
        • Executive Summary

            • The market
              • Ice and snow holiday participation significantly hit by COVID-19
                • Figure 1: Ice and snow holiday travellers and spending in China, 2014-2020
              • Skiers remain a niche group
                • Figure 2: Skiers in China, 2014-2020
              • Powered by winter sports, ice and snow holidays recovered fast
                • Figure 3: Forecast of ice and snow travellers in China, 2021-2026
                • Figure 4: Forecast of ice and snow holiday spending in China, 2021-2026
              • Increasing ice and snow holiday supply
                • Figure 5: Number of ski parks in China, 2014-2019
              • Better awareness of niche sports through Olympics-themed marketing and variety shows
                • Indoor ski training brands aim to expand into ski-themed lifestyle
                  • The consumer
                    • Warm destinations remain a preferred choice over snowy ones
                      • Figure 6: Winter holiday participation, past experience and future intention, 2017-2021
                    • Relaxation is the most appreciated winter holiday experience
                      • Figure 7: Motivations to travel in winter, 2021
                    • Mid-scale hotels and vacation rentals are popular accommodation choices
                      • Figure 8: Accommodation choices for holidays in the coming winter, 2021
                    • Value of resorts more associated with convenience than being premium
                      • Figure 9: Reasons for staying at all-inclusive resorts, 2021
                    • Outdoor sports speak to ice and snow travellers, while tours are desired for warm places
                      • Figure 10: Preferred activities for snowy and warm holidays, 2021
                    • Camping most associated with trendy and skiing with challenging
                      • Figure 11: Perception of outdoor sports, 2021
                    • What we think
                    • Issues and Insights

                      • Tailor marketing mix for skiing (1/2): pitch to mass potential skiers
                        • Figure 12: Interest in outdoor ice and snow sports, by motivations to travel in winter, 2021
                        • Figure 13: Perception of skiing, by motivations to travel in winter, 2021
                      • Tailor marketing mix for skiing (2/2): pitch to male Gen-Zers
                        • Figure 14: Interest in ice and snow sports (a) when travelling in winter, by age and gender, 2021
                        • Figure 15: Motivations to travel in winter – social connection, by age and gender, 2021
                        • Figure 16: Motivations to travel in winter – challenging myself, by age and gender, 2021
                        • Figure 17: Perception about skiing, by age and gender, 2021
                      • Skiwear can learn from street fashion to target male Gen-Zers
                        • Figure 18: Important factor for purchasing athleisure products – fashion design, by age and gender, 2021
                        • Figure 19: Most cited topics that Male Gen-Zers are interested in advertisement, 2020
                      • Resorts can grow business by centring around convenience and activities
                          • Figure 20: Choose all-inclusive resorts for winter holiday, by motivations to travel in winter
                      • Market Size and Forecast

                        • Big fall in ice and snow holidaymakers and spending in 2020
                          • Figure 21: Ice and snow travellers in China, 2014-2020
                          • Figure 22: Ice and snow holiday spending in China, 2014-2020
                        • Skiers remain niche in ice and snow holidays
                          • Figure 23: Number of skiers in China, 2014-2020
                        • Ice and snow travellers’ recovery supported by winter sports
                          • Figure 24: Forecast of ice and snow travellers in China, 2021-2026
                        • Ice and snow holiday spending forecast to recover faster than overall holiday spending
                          • Figure 25: Forecast of ice and snow holiday spending in China, 2021-2026
                      • Market Factors

                        • Increasing ice and snow holiday supply
                          • Figure 26: Number of ski parks in China, 2014-2019
                        • Winter Olympics-themed marketing improves consumer awareness
                          • Variety shows enhance consumer familiarity with niche sports
                          • Marketing Activities

                            • Winter Olympics themed campaigns by consumer goods bring consumers closer to winter sports
                              • Figure 27: Yili launched Winter Olympics themed campaign, 2020
                              • Figure 28: Winter sport-themed shoe by Anta Sports, 2020
                              • Figure 29: Qingdao Beer’s Winter Olympics themed product, 2020
                              • Figure 30: Winter Olympics-themed gift package by PanPan, 2021
                            • Outdoor sports featured in variety shows stimulate consumer interest
                              • Indoor ski training brand expands into ski-themed lifestyle hub
                              • Winter Holiday Participation

                                • COVID-19 had significant impact on ice and snow travel
                                  • Figure 31: Winter holiday participation, 2021
                                • Target returning consumers to encourage domestic ice and snow holiday participation
                                  • Figure 32: Interest in future trips, 2021
                                  • Figure 33: Interest in visiting domestic ice and snow destinations in the coming winter, by past domestic winter holiday experience, 2021
                                  • Figure 34: Interest in visiting warm domestic destinations in the coming winter, by past domestic winter holiday experience, 2021
                                • Families with children remain the core holidaymaker
                                  • Figure 35: Travelled to domestic ice and snow destinations in winter between 2019-2021, by demographic, 2021
                                  • Figure 36: Visit ice and snow destinations for the coming winter, by family structure, 2021
                                  • Figure 37: Travelled to warm domestic destinations in winter between 2019-2021, by demographic, 2021
                                  • Figure 38: Visit warm domestic destinations for the coming winter, by family structure, 2021
                                • Growing interest in domestic ice and snow holidays among Gen-Zers
                                  • Figure 39: Visit domestic ice and snow destinations (a), by age, 2021
                                  • Figure 40: Visit snowy domestic destinations (a) among Gen-Zers, by demographic, 2021
                              • Motivations to Travel in Winter

                                • Relaxing experience is most sought after
                                  • Figure 41: Motivations to travel in winter, 2021
                                • Pitch curiosity and challenges to ice and snow travellers, and social bonding for warm places
                                  • Figure 42: Motivations to travel in winter, by future destination preferences, 2021
                                • Gen-Z ice and snow travellers encouraged by challenging experience
                                  • Figure 43: Motivations to visit domestic ice and snow destinations in the coming winter, by age, 2021
                                  • Figure 44: Motivations to travel in winter among Gen-Zers, by past domestic ice and snow travel experience, 2021
                              • Accommodation Choice

                                • Mid-scale hotels and vacation rentals are preferred for both snowy and warm holidays
                                  • Figure 45: Accommodation choices for holidays in the coming winter, 2021
                                  • Figure 46: Accommodation choices for holidays in the coming winter, snowy vs warm destinations, 2021
                                  • Figure 47: Accommodation choice comparison – winter holidays vs overall leisure travel, 2021
                                • Market novelty or popularity to core users of premium hotels
                                  • Figure 48: Choose upscale (a) and luxury hotel (b) for travelling in winter, by motivations to travel in winter, 2021
                                • Upsell with premium dining packages for upscale and luxury hotel users
                                  • Figure 49: Choose upscale hotels (a) for holidays in the coming winter, by demographic, 2021
                                  • Figure 50: Choose luxury hotels (a) for holidays in the coming winter, by demographic, 2021
                                  • Figure 51: Preferred activity – dining at premium restaurants at snowy destinations, by choice of holiday accommodation, 2021
                                  • Figure 52: Preferred activity – dining at premium restaurants in warm destinations, by choice of holiday accommodation, 2021
                              • Reasons for Staying at Resorts

                                • All-inclusive resorts attract consumers as a time-saving choice
                                  • Figure 53: Reasons for staying at all-inclusive resorts, 2021
                                  • Figure 54: Use all-inclusive resorts (a) for winter holidays, by family structure, 2021
                                • Resorts at snowy places can highlight convenience in marketing communication
                                  • Figure 55: Reasons for staying at all-inclusive resorts, by future winter holiday destinations, 2021
                                • All-inclusive resorts in warm destinations can target travellers who enjoy camping
                                    • Figure 56: Target group profiles for resorts located in warm destinations, CHAID analysis, 2021
                                • Activity Preferences

                                  • Pitch to winter holidaymakers: sports for snowy places and relaxing tours for warm locations
                                    • Figure 57: Preferred activities for snowy and warm holidays, 2021
                                • Perception of Outdoor Sports

                                  • Camping is most perceived as trendy
                                    • Figure 58: Perception of outdoor sports, 2021
                                • Appendix – Market Size and Forecast

                                  • Forecast of ice and snow travellers
                                    • Figure 59: forecast of ice and snow holidaymakers: traveller volume and spending, 2022-2026
                                  • Estimation of number of skiers
                                    • Figure 60: Estimation of skiers in China, 2021-2026
                                • Appendix – Methodology and abbreviations

                                  • Methodology
                                    • Abbreviation

                                    About the report

                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                    Market

                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                    Consumer

                                    Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                    Brand/Company

                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                    Data

                                    Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                    *databooks not available with UK B2B Industry reports.

                                    Below is a sample report, understand what you are buying.

                                    Click to show report
                                    2024 Sample Consumer Cover

                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                    Trusted by companies. Big and small.

                                    Want to speak to us directly?

                                    Contact us with your enquiry and our expert global team can help.

                                    Get in touch