Online survey on Chinese Travel Market 

Online survey China: travel and tourists

 In 2013, online survey in China showed that the total turnover of Chinese travel and tourism market is $ 490 billion, 8.6% of it ($ 42 billion) is from on-line sales. Plane tickets transactions consist of majority (65%) of on-line sales , 24.4% cover for hotel booking, 10% for group touring packages.

Sector of Current China Travel Market

Inbound

Online survey shows that Domestic tourism(57%) is the major contributor to Chinese travel market due to the country’s strict visa policy and group tour restrictions for traveling overseas. The total number of domestic trips increased to 1,455 million in 2013 by 9.45% in 5 years. Total domestic tourist expenditure has soared to US$500.3 billion in 2013 by 32.12% since 2009. China becomes the world’s largest domestic tourism market.

Outbound

China’s economy has boomed over the past decades, expanding the ranks of its middle-class who are eager for outbound travel according to Online research in China. Numerous countries are creating opportunities to attract Chinese tourists as Chinese have high-spending habits ($1200 / per person). Chinese now become world’s biggest spenders ahead of German and American tourists. Chinese travelers have taken 100 million outbound trips in 2014, the vast majority (71%) visiting Hong Kong, Macau and Taiwan, 20% within Asia, 4% visiting Europe, America,Australia, New Zealand and etc.,

The process of decision-making of Chinese travelers

Most Chinese travelers start their preparations by searching information, it could through travel agency (25%) or simply the internet (75%) and online survey in China. Then they will compare all the information, mostly by reading online comments from others to form the final decision. What needs to be pointed out is with the booming of Internet, social networks is playing a crucial part in influencing choosing process ( the top 4 social networking is Weibo, Wechat, QQ, Douban). Chinese travelers are very easily influenced by the comments from their social networking circles. Moreover, they are likely to trust the word from social status alike.

Insights Into of Chinese travelers

Chinese travelers prefer to settle payment on arrival according to Online data. While less experienced travelers favor booking through Chinese online travel agencies (top 2 online travel agency 
"xiecheng","lvmama"). The more experienced travelers (75%) are likely to book through a foreign site (favorite foreign site for Chinese tourists "agoda" "hostelworld") or directly with a hotel(15%). Additionally, free Wi-Fi connection, air-conditioning, free breakfast are the most desirable hotel room services.

The top inbound dream destinations include, Beijing, Hainan, Tibet, Yunam, Guilin, Xinjiang.

The top outbound dream destinations include, the Maldives, US, France, Australia, Greece, the UK, New Zealand, and Italy.

Trends in Chinese Travel Market

Online Marketing

Chinese tend to consult online information before making travel decisions. Websites like “mafengwo”, ”qunaer” are most popular sites for travel guide, plane tickets and accommodation information. Among 80% of people under 35 tend to organize the trips via these websites and mobile apps, searching information for travelling.The Chinese travel market has huge potential for growth of on-line sales by 15% per year.The high speed growth of mobile and internet networking will make on-line travel market eventually dominates in the coming 10 years.

Outbound travel

It is predicted that in 2015, 130 million Chinese tourists will go abroad, spending more than $180 billion. Adjustments of visa application process made outbound traveling easier to Chinese passport holders. Thus, the number of independent travelers will continue to increase. Many countries speed up the visa application process by reducing the documents required, providing longer multi-entry visas for visitors.

Intervenient travel

Chinese travelers are increasingly looking for travel experiences that beyond simply leading by tour guide, which only visit major tourism attractions. Not only the younger but also the older generations tend to try more diversified pleasures than the traditional group package tour. They prefer independent travel without the traditional forced shopping and have more flexibility to choose where to go, how long to stay, and what to buy. Accompanied by plenty of choices and information internet offered, the interdependence travel style is fastly overtaking the group package tour. Thus, self-guided tours are increasingly popular among Chinese outbound tourists, especially those (59%) were born after the 1980s.

Source of data:  China tourism Bureau, China Statistics Bureau, author’s analysis, Online survey China