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Holiday Lifestyles - China - February 2014

Published By :

Mintel

Published Date : Mar 2014

Category :

Lifestyle

No. of Pages : 190 Pages

Chinese travellers are now more complicated than they were in previous years; holiday operators/destinations therefore need to identify and map out the diverse needs and wants of Chinese travellers from different demographics and typologies in order to be able to offer them customised holiday products and services.
Table of Content

Introduction

Definition
Report structure
Methodology
Abbreviations

Executive Summary

The consumer
The consumer – Length of holidays in the last 12 months
Figure 1: Length of holidays, November 2013
The consumer – Types of holidays
Figure 2: Types of holidays taken during domestic and overseas holidays, November 2013
The consumer – Travelling companions
Figure 3: Travel companions in the last 12 months, November 2013
The consumer – Places plan to travel to in the next 12 months
The consumer – Important factors when deciding a holiday destination
The consumer – Attitudes towards taking holidays
Key issues
Key issues – Different profiles of Chinese travellers
Figure 4: Target groups, November 2013
Key issues – Targeting traveller typologies with the right destinations
Key issues – How to profit from independent travellers
Key issues – Using value-added services to appeal to Chinese travellers
What we think

Background – The Workers’ Holiday System in China

Figure 5: Chinese official national holiday schedule for 2014
Figure 6: paid annual leave for chinese workers (as of February 2014)

Drivers of Changing Holiday Lifestyles

Growing national economy
Figure 7: China annual GDP and year-on-year growth rate, 2004-13
Rise of the middle class
Positive government policies advance tourism
Approved Destination Status Scheme
Figure 8: Countries with approved destination status, December 2012
Individual Visit Scheme
Other policies that boost tourism
The outline for National Tourism and Leisure
Emerging Chinese youth travellers
Online exposure triggers the travelling demand
Improving infrastructure development stimulates regional travelling
Figure 9: Passenger traffic in China, 2012
Road/highway
Rail
Water
Air

Barriers to the Holiday Lifestyle

Lack of enforcement on workers’ paid vacation days
Impact of ADS on Chinese outbound travel

The Consumer – Length of Holidays in the Last 12 Months

Key points
The majority take holidays for at least one week per year
Figure 10: Length of holidays, November 2013
Management white-collar workers are more likely to have longer holidays
Figure 11: Length of holidays, by type of company/organisation, November 2013
Figure 12: Length of holidays, by profession, November 2013
Domestic destinations are popular options for short breaks
Figure 13: Total length of holidays, by selected demographics, November 2013
Figure 14: Number of nights spent in a hotel in China, for leisure/personal purposes, August 2013
Half of respondents haven’t been overseas on holiday
Figure 15: Agreement with the statement ‘I haven’t had an overseas holiday in the last 12 months’, by age and monthly personal income, November 2013

The Consumer – Types of Holidays

Key points
Rural and city breaks most popular domestically and overseas
Figure 16: Types of holidays taken during domestic and overseas holidays, November 2013
Family holidays with children
Mapping types of holiday according to children’s age and gender
Figure 17: Types of holidays taken during domestic and overseas holidays, November 2013
Targeting couples without children
Young adults’ and singletons’ holidays

The Consumer – Travelling Companions

Key points
Chinese travelling is mostly family-oriented
Figure 18: Travel companions in the last 12 months, November 2013
20-29-year-olds likely to travel with friends or by themselves
Figure 19: Person travelled with in the last 12 months, by age, November 2013

The Consumer – Places Plan to Travel to in the Next 12 Months

Key points
Hong Kong, Taiwan and Macau destinations enjoy the highest popularity
Figure 20: Average yield per RPK for destinations market segment, 2010-12
Figure 21: Domestic destinations plan to travel to in the next 12 months, November 2013
Figure 22: Places plan to travel to in the next 12 months, by monthly personal income group, November 2013
Other domestic destinations in China
Figure 23: China – Volume of passenger traffic, by location of origin and purpose, 2007-12
SEA countries and seaside/beach/island are popular overseas destinations
Figure 24: Overseas destinations plan to travel to in the next 12 months, November 2013
High income earners prefer Europe, Australia/New Zealand as overseas destinations

The Consumer – Important Factors When Deciding a Holiday Destination

Key points
Natural scenery, public security and a clean environment are the top influences when choosing destinations
Figure 25: Important factors when deciding a holiday destination, November 2013

The Consumer – Attitudes towards Holidays

Key points
Many using annual leave to go on holiday
About eight in 10 prefer to take independent holidays
Holiday as an opportunity to socialise
Figure 26: Attitudes towards holidays, November 2013

Key Issue – Different Profiles of Chinese Travellers

Key points
Traveller profiles and attitudes towards holidays across the four segment groups
Figure 27: Target groups, November 2013
Active Travellers
Experienced and flexible in travel arrangement…
…thus they can go for any kind of holiday
Strong interest in overseas holidays
Active in socialising during holidays
Unwinders
Willing to spend on a relaxing holiday and indulge
Like to have domestic short breaks
Holiday is an opportunity to connect with family
Budget Travellers
Low-budget travelling
Domestic destinations preferred
More likely than other groups to travel with friends or alone
Travel experience is more important than travel distance
Unlikely to make last-minute bookings
Amateurs
Do not use personal/annual leave
More willing to follow group tours as they are inexperienced in travelling
Lukewarm feelings towards holidays in general
Figure 28: Any agree with attitudes towards spending holidays, by target groups, November 2013
What does it mean?

Key Issue – Targeting Traveller Typologies with the Right Destinations

Key points
Domestic destinations
Figure 29: Domestic places plan to travel to in the next 12 months, by target groups, November 2013
Specialised holiday products offer opportunities to target Active Travellers and Unwinders
Figure 30: Types of holidays taken during domestic holidays, by target groups, November 2013
Domestic low-cost sightseeing and experience holidays for Budget Travellers
Overseas destinations
SEA destinations can cultivate overseas interest among low earners
Figure 31: Monthly personal income of four target groups, November 2013
Figure 32: Overseas places plan to travel to in the next 12 months, by target groups, November 2013
High earners developing an interest in Europe, Australia/New Zealand and the US/Canada
Figure 33: Holiday spending, April 2012
Overseas holiday types preferred by Active Travellers
Figure 34: Types of holidays taken during overseas holidays, by target groups, November 2013
More innovative relaxing overseas holidays are required to target Unwinders
Resort and wellbeing holidays
What can overseas destinations do to target Budget Travellers and Amateurs?
What does it mean?

Key Issue – How to Profit from Independent Travellers

Key points
Change of tourism rules provides independent travel opportunities
Gap years and working holidays providing independent travel opportunities
Co-operation of operators to offer passes and memberships
Sharing through online social media networks
Emerging self-drive holiday trend amongst the middle class
Figure 35: Middle class car ownership and plans to purchase cars, March 2013
What does it mean?

Key Issue – Using Value-added Services to Appeal to Chinese Travellers

Key points
Different factors to consider across traveller typologies
Figure 36: Important factors when deciding a holiday destination, by target groups, November 2013
Convenience of transport connections at destinations
Food guides help to improve travellers’ interest in destinations
Family-friendly services help parents and kids to enjoy their holidays
Providing language assistance services to Chinese travellers
What does it mean?

Appendix – Length of Holidays in the Last 12 Months

Figure 37: Length of holidays, 1-15 days, November 2013
Figure 38: Length of holidays, 16 or more days, November 2013
Figure 39: Length of holidays, 1-15 days, – Any/both, by demographics, November 2013
Figure 40: Length of holidays, 16 or more days – Any/both, by demographics, November 2013
Figure 41: Length of holidays – Domestic holidays, 1-15 days, by demographics, November 2013
Figure 42: Length of holidays – Domestic holidays, 16 days or more, by demographics, November 2013
Figure 43: Length of holidays – Overseas holidays, 1-15 days, by demographics, November 2013
Figure 44: Length of holidays – Overseas holidays, 16 days or more, by demographics, November 2013

Appendix – Types of Holidays Taken During Domestic Holidays in the Last 12 Months

Figure 45: Types of holidays taken during domestic holidays, November 2013
Figure 46: Most popular types of holidays taken during domestic holidays, by demographics, November 2013
Figure 47: Next most popular types of holidays taken during domestic holidays, by demographics, November 2013
Figure 48: Other types of holidays taken during domestic holidays, by demographics, November 2013

Appendix – Types of holidays Taken during Overseas Holidays in the Last 12 Months

Figure 49: Types of holidays taken during overseas holidays, November 2013
Figure 50: Most popular types of holidays taken during overseas holidays, by demographics, November 2013
Figure 51: Next most popular types of holidays taken during overseas holidays, by demographics, November 2013
Figure 52: Other types of holidays taken during overseas holidays, by demographics, November 2013

Appendix – Person Travelled with in the Last 12 Months

Figure 53: Person travelled with in the last 12 months, November 2013
Figure 54: Most popular person travelled with in the last 12 months, by demographics, November 2013
Figure 55: Next most popular person travelled with in the last 12 months, by demographics, November 2013
Figure 56: Other person travelled with in the last 12 months, by demographics, November 2013

Appendix – Places Plan to Travel to in the Next 12 Months

Figure 57: Places plan to travel to in the next 12 months, November 2013
Figure 58: Places plan to travel to in the next 12 months, by demographics, November 2013
Figure 59: Most popular places plan to travel to in the next 12 months – Domestic destinations, by demographics, November 2013
Figure 60: Next most popular places plan to travel to in the next 12 months – Domestic destinations, by demographics, November 2013
Figure 61: Most popular places plan to travel to in the next 12 months – Overseas destinations, by demographics, November 2013
Figure 62: Next most popular places plan to travel to in the next 12 months – Overseas destinations, by demographics, November 2013
Repertoire analysis – Domestic and overseas destinations
Figure 63: Repertoire of domestic and overseas destinations plan to travel in the next 12 months, November 2013
Figure 64: Repertoire of domestic and overseas destinations plan to travel in the next 12 months, by demographics, November 2013
Repertoire analysis – Domestic destinations
Figure 65: Repertoire of domestic destinations plan to travel in the next 12 months, November 2013
Figure 66: Repertoire of domestic destinations plan to travel in the next 12 months, by demographics, November 2013
Repertoire analysis – Overseas destinations
Figure 67: Repertoire of overseas destinations plan to travel in the next 12 months, November 2013
Figure 68: Repertoire of overseas destinations plan to travel in the next 12 months, by demographics, November 2013

Appendix – Important Factors to Decide a Holiday Destination

Figure 69: Important factors when deciding a holiday destination, November 2013
Figure 70: Most popular important factors when deciding a holiday destination, by demographics, November 2013
Figure 71: Next most popular important factors when deciding a holiday destination, by demographics, November 2013
Figure 72: Other important factors when deciding a holiday destination, by demographics, November 2013

Appendix – Attitudes towards Spending Holidays

Figure 73: Attitudes towards spending holidays, November 2013
Figure 74: Agreement with the statement ‘Taking personal/annual leave for holiday is better than going on public holidays’, by demographics, November 2013
Figure 75: Agreement with the statement ‘What defines a good holiday is the experiences you obtain from it rather than how far the destination is’, by demographics, November 2013
Figure 76: Agreement with the statement ‘Travelling on an independent holiday costs less than group tour holidays’, by demographics, November 2013
Figure 77: Agreement with the statement ‘It is worth sacrificing on cheaper holiday accommodation and spending the extra money on other expenses’, by demographics, November 2013
Figure 78: Agreement with the statement ‘Holidays are a good opportunity to indulge’, by demographics, November 2013
Figure 79: Agreement with the statement ‘Holidays should be a time to relax rather than having a busy itinerary’, by demographics, November 2013
Figure 80: Agreement with the statement ‘Holidays are a great opportunity to socialise and connect with my family/friends’, by demographics, November 2013
Figure 81: Agreement with the statement ‘It is fun to meet/communicate with other travellers during holidays’, by demographics, November 2013
Figure 82: Agreement with the statement ‘Only overseas holidays are ‘real holidays’ that can provide you with a totally different experience’, by demographics, November 2013
Figure 83: Agreement with the statement ‘I prefer to arrange independent holidays myself than taking part in a tour group’, by demographics, November 2013
Figure 84: Agreement with the statement ‘I don’t mind following the others’ decisions during holidays’, by demographics, November 2013
Figure 85: Agreement with the statement ‘It is easier to plan your holiday activities when arriving at the destination rather than planning in advance’, by demographics, November 2013

Appendix – Further Analysis

Figure 86: Target groups, November 2013
Figure 87: Target groups, by demographics, November 2013
Figure 88: Length of holidays, by target groups, November 2013
Figure 89: Types of holidays taken during domestic holidays, by target groups, November 2013
Figure 90: Types of holidays taken during overseas holidays, by target groups, November 2013
Figure 91: Person travelled with in the last 12 months, by target groups, November 2013
Figure 92: Places plan to travel to in the next 12 months, by target groups, November 2013
Figure 93: Important factors to decide a holiday destination, by target groups, November 2013
Figure 94: Attitudes towards spending holidays, by target groups, November 2013

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