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.
"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