Friday 26 June 2015

Marketing to Chinese Tourists - China - May 2015

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According to Mintel’s Chinese Spending Habits – China, April 2015 report, holidays account for 11% of total consumer expenditure, which is the third most important spending after housing and finance and in-home food. This shows the importance of holidays to Chinese consumers.

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Chinese are both travelling more often and spending more during each holiday. Holidays are very important occasions for Chinese people to switch-off from a heavy work load and relax. Thus they pay more attention to better catering and accommodation to indulge themselves while on holiday.

As disposable income continues to grow, Chinese consumers are also likely to seek richer, new experiences in addition to just comfort. Their focus is shifting away from the traditional activities of site-seeing and photo-taking, with more emphasis on local experiences and gaining greater understanding of local culture and heritage during their trips.
Table of Content

Introduction

Definition
Methodology
Abbreviations

Executive Summary

The market
Domestic travel
Figure 1: Best- and worst-case forecast volume of domestic travellers, 2009-19
Outbound travel
Figure 2: Best- and worst-case forecast volume of outbound travellers, 2009-19
The consumer
Domestic holidays have become very common for Chinese urbanites, while overseas holidays are still somewhat of a luxury

Issues and Insights

Attract more Chinese tourists by correcting misperceptions
The facts
The implications
Chinese tourists are looking for exotic experiences, but still prefer to stay in the comfort zone
The facts
The implications
Liberate the parents on family tours
The facts
The implications
Trend Applications

The Real Thing
Access All Areas
Influentials

Market Size and Forecast

Key points
Tourism market has been heating up over 2009-14
Figure 10: Best- and worst-case forecast value of holidays, 2009-19
Figure 11: Domestic and outbound Chinese travellers, by person-time, 2009-14
Figure 12: Share of domestic and outbound Chinese travellers, by person-times, 2009-14
Chinese are spending more each time they travel
Forecast of the tourism market volume
Domestic travel

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