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HOLIDAY BOOKING PROCESS - CHINA - JULY 2018

Published By :

Mintel

Published Date : Jul 2018

Category :

Travel Services

No. of Pages : N/A

Chinese travellers are increasingly mature on holiday planning and booking – most of them take main responsibility and book increasingly early. To deal with such changes, official selling channels need to know them better and promote early, accommodations could seek for playing a more important role in the whole holiday experience and offline channels could borrow concepts from ‘new retail’.

Table of contents
OVERVIEW
What you need to know
Covered in this report
Excluded
EXECUTIVE SUMMARY
The market
Companies and brands
The consumer
Confident to take main responsibility
Figure 1: Holiday booking and planning role, March 2018
Online booking is now mainstream, and younger generations are exploring new ways of booking
Figure 2: Holiday booking channels (net), March 2018
Travellers are booking holidays earlier
Figure 3: Average days before departure, March 2018
Convenience is one of key drivers making consumers book in offline channels
Figure 4: Travel products bought offline, March 2018
Figure 5: Reason for booking offline, March 2018
Confident to have plenty of saving to travel anytime
Figure 6: Payment preference and method, March 2018
Most travellers think holiday planning is a vital part of travelling
Figure 7: Attitudes and behaviour of holiday booking, March 2018
What we think
ISSUES AND INSIGHTS
Official selling channels compete but also collaborate with booking agencies
The facts
The implications
Reach traveller early but never overlook impulsive holidays
The facts
The implications
Accommodations offer beyond stays
The facts
The implications
What could ‘back to offline’ strategy learn from ‘new retail’ concept
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
An expanding market driven by high willingness to spend on holidays
MARKET BACKGROUND
The market volume is still growing at a two-digit growth rate
Figure 8: Holiday market volume, China, 2013-17
Consumers show positive spending willingness
Figure 9: Best- and worst-case forecast for consumer expenditure in holidays, at current prices, 2012-22
Figure 10: Claimed spending changes in holidays, 2016-18
Domestic holidays are the most popular holiday type
Figure 11: China holiday market segment share, 2016
KEY PLAYERS – WHAT YOU NEED TO KNOW
Market players expand their business to seek alternative revenue drivers
Emotional connections are becoming more important to marketing activities
COMPETITIVE STRATEGIES
Traditional travel agencies are making attempts to expand their portfolio
Domestic attractions are attempting to reduce or eliminate entrance fees
Online travel booking websites are revolutionising holiday products with their familiarity of travel technology
INNOVATION HIGHLIGHTS
Share experience via short videos
Making holidays a continuous life pursuit
Communicate travellers’ responsibilities towards destinations
Talk with me, not talk to me
THE CONSUMER – WHAT YOU NEED TO KNOW
Marketing and advertising efforts should focus on consumers born in 80s and mid-to-high household income
Group purchase websites are increasing in popularity as online booking channels
Accommodations are booked the first
Travellers who book offline pay attention to convenience
Have enough savings to travel anytime
More consumers have determined destinations before travelling, but there are still slight differences among various consumer segmentations
ROLE OF BOOKING
More than half of respondents claim to take main responsibility for booking travel
Figure 12: Holiday booking and planning role, March 2018
Consumers born in the 80s and those with higher household income level are more likely to take main responsibility
Figure 13: Holiday booking and planning role, by age, March 2018
Figure 14: Holiday booking and planning role, by income level, March 2018
Who are more likely to take main responsibilities?
Figure 15: Key target group – CHAID analysis, domestic travel, March 2018
Figure 16: Key target group – CHAID analysis, outbound travel, March 2018
BOOKING METHOD
The fast-growing group purchase websites as purchasing channels
Figure 17: Domestic travel booking channel, March 2018
Figure 18: Outbound travel booking channel, March 2018
Younger generations are willing to embrace new ways of holiday booking
Figure 19: Domestic travel booking channel, by age group, March 2018
Booking smart but don’t scarify experience
Figure 20: Attitude towards holiday booking, pricing and spending, March 2018
ONLINE BOOKING TIMING
Consumers are booking accommodations first
Figure 21: Average days before departure, March 2018
Figure 22: Average booking days before departure, by age, March 2018
Figure 23: Average booking days before departure, by household income, March 2018
Figure 24: Average booking days before departure, by city tier, March 2018
A trend of booking earlier
Figure 25: Average domestic booking lead days, June 2016 vs June 2018
Figure 26: Average outbound booking lead days, June 2016 vs June 2018
Preference to plan in advance and prepare completely
Figure 27: Payment preference, product purchase, March 2018
Figure 28: Payment preference, product purchase, by booking responsibility, March 2018
OFFLINE BOOKING
Package tours are the most popular products booked offline
Figure 29: Products bought offline, March 2018
Convenience is the key attribute travellers pay attention to
Figure 30: Reason for booking offline, March 2018
PAYMENT PREFERENCE
Travel is an accessible leisure activity to most consumers
Figure 31: Payment preference, payment method, March 2018
Figure 32: Payment preference, payment method, by booking role, March 2018
Travel financial tools may increase penetration among younger generations, especially females
Figure 33: Payment preference, payment method, by age, March 2018
Figure 34: Payment preference, payment method, by gender, March 2018
HOLIDAY PLANNING
Consumers prefer to plan, less inclined to respond to flash deals
Figure 35: Attitudes towards holiday booking, booking behaviour, March 2018
Family/friend and KOLs are vital influencers
Figure 36: Attitudes towards holiday booking, acquiring destination, March 2018
Consumer segmentation: four out of ten respondents have determined destinations ahead of booking
Figure 37: Travel booking consumer segmentation, March 2018
Destination-driven travellers
Initial-driven travellers
Channel-driven travellers
MEET THE MINTROPOLITANS
Confident to take main responsibility, and more likely to book through online channels
Figure 38: Holiday booking and planning role, by consumer classification, March 2018
Figure 39: Domestic and outbound holiday booking channel, March 2018
Plan earlier for domestic travel and later for outbound travel for difference reasons
Figure 40: Average days before departure, by consumer classification, March 2018
Despite preference for online booking, they’re still attracted to offline booking
Mintropolitans tend to book whole before departure, and they are also more open to various payment options
Figure 41: Payment preference, product purchase, by consumer classification, March 2018
Figure 42: Payment preference, payment method, by consumer classification, March 2018]
APPENDIX – ONLINE BOOKING TIMING
Figure 43: Online booking timing, domestic travel, March 2018
Figure 44: Online booking timing, outbound travel, March 2018
Figure 45: Domestic booking lead time, June 2016 vs June 2018
Figure 46: Outbound booking lead time, June 2016 vs June 2018
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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