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OUTBOUND TRAVEL - CHINA - FEBRUARY 2018

Published By :

Mintel

Published Date : Feb 2018

Category :

Travel Services

No. of Pages : N/A

As the majority of consumers now undertake outbound travel, future growth will be driven by increasing visit frequency. Beyond the common selling points such as natural scenery and cultural attractions, local food could be next thing used to grab consumers’ stomach'.

Table of contents
OVERVIEW
What you need to know
Covered in this report
Excluded
EXECUTIVE SUMMARY
The market
Overall strong willingness to go and spend on outbound travel
Figure 1: Best- and worst-case forecast of outbound travel market value, China, 2012-22
Figure 2: Best- and worst-case forecast of outbound travel market volume, China, 2012-22
Niche outbound destinations increasingly popular
Figure 3: Best- and worst-case forecast of outbound travel market volume – Hong Kong, Macau and Taiwan segment, China, 2012-22
Figure 4: Best- and worst-case forecast of outbound travel market volume – Others segment, China, 2012-22
Opportunity and challenge brought by regulation, natural disasters and spending priorities
Companies and brands
Attract consumers via familiarity
Travel tech makes outbound travel more convenient
The consumer
Majority of surveyed consumers have been to outbound travels
Figure 5: Outbound travel frequency, November 2017
Schedule and budget are the biggest barriers
Figure 6: Reasons not undertaking outbound travels, November 2017
Figure 7: Reason for not planning for outbound holidays, November 2017
Nearby destinations are still favoured
Figure 8: Top anticipated outbound destinations, November 2017
Going with families are quite common
Figure 9: Outbound travel companion, November 2017
Price range RMB 6001-12000 is slightly more favourable
Figure 10: Outbound travel spending – pie chart, November 2017
Most outbound travellers are willing to spend more for local food
Figure 11: Preference on outbound spending categories, November 2017
Highlighting enjoyment for independent tours, time and effort saving for package tours
Figure 12: Attitudes towards ways to travel, November 2017
What we think
ISSUES AND INSIGHTS
Local foods attraction on top of natural sceneries
The facts
The implications
Solo trip an opportunity
The facts
The implications
Package tours to highlight affordability and flexibility
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Optimistic outlook for both volume and value
Increasingly diversified outbound destinations for Chinese tourists
Policies, natural disasters and spending intentions making growth unpredictable
MARKET SIZE AND FORECAST
Overall strong willingness to spend on outbound travel
Figure 13: Best- and worst-case forecast of outbound travel market value, China, 2012-22
Steady growth regarding outbound visits
Figure 14: Best- and worst-case forecast of outbound travel market volume, China, 2012-22
MARKET SEGMENTS
Hong Kong sees revival while Taiwan keep depressed
Figure 15: Best- and worst-case forecast of outbound travel market volume – Hong Kong, Macau and Taiwan segment, China, 2012-22
Figure 16: Outbound holidays market volume, by destination, China, 2013-17
‘Others’ keeps uprising
Figure 17: Best- and worst-case forecast of outbound travel market volume – Others segment, China, 2012-22
MARKET FACTORS
Regulation and taxation for booming tourism
Natural disasters and international relations hindering travel
Low-cost outbound travellers still important
KEY PLAYERS – WHAT YOU NEED TO KNOW
Satisfying travellers with familiarity and relaxation
Cruise market getting mature
Travel tech energising the travelling experience
LAUNCH ACTIVITY AND NEW PRODUCT DEVELOPMENT
Approach Chinese consumers through familiar channels
Updating transportation experience
Localisation is helping cruises to continue growth in a market getting mature
Travelling processes simplified
Tech-aided tourism guides make visits memorable
Chatbots are here to help
THE CONSUMER – WHAT YOU NEED TO KNOW
Less than one third of consumers haven’t taken outbound travel
Northeast Asia destinations are most anticipated
Going outbound with families
Either higher or lower spending, local food worth to invest more
Package tours to save time and effort
OUTBOUND TRAVEL FREQUENCY
Outbound travel has become common
Figure 18: Outbound travel frequency, November 2017
Children in household is the decision driver
REASON FOR NOT UNDERTAKING OUTBOUND TRAVEL
‘When to go’ is the most troublesome question
Figure 19: Reasons not to go on outbound travels, November 2017
Schedule concerns prevent consumers from future travel plans
Figure 20: Reason for not planning for outbound holidays, November 2017
ANTICIPATED OUTBOUND DESTINATIONS
Nearby countries still top the wish list
Figure 21: Top anticipated outbound destinations, November 2017
Figure 22: Top 10 anticipated outbound destinations, by user group, November 2017
Figure 23: Top 10 anticipated outbound destinations, by selected companion, November 2017
What to offer other than scenery and attractions
Figure 24: Reason for choosing anticipated outbound destination, November 2017
Reasons for the leading anticipated outbound destinations
Figure 25: Reason for anticipated outbound destination, by selected destination, November 2017
OUTBOUND TRAVEL COMPANION
Going outbound is more likely to be within families
Figure 26: Outbound travel companion, November 2017
Figure 27: Outbound travel companion, repertoire, November 2017
More females go with their parents and small groups of friends
OUTBOUND TRAVEL SPENDING
Most spend less than 30,000 RMB
Figure 28: Outbound travel spending – pie chart, November 2017
Spending amount peaks at aged 30-39
Figure 29: Average outbound travel spending, by age group, November 2017
Figure 30: Average outbound travel spending, by age group, November 2017
PREFERENCE ON OUTBOUND SPENDING
Local food tops the list of increased spending
Figure 31: Preference in outbound spending categories, November 2017
Demographic differences
Figure 32: Selected preference on outbound spending categories, by gender, November 2017
ATTITUDES TOWARDS WAYS TO OUTBOUND TRAVEL
Package travel on saving time and effort
Figure 33: Attitudes towards ways to travel, November 2017
Independent travel helps to explore the destination
Customised travel: greater education needed
Cruise tours is not widely acknowledge to better control budget
MEET THE MINTROPOLITANS
More prefer unfamiliar destinations
Figure 34: Outbound destinations see most divergence between Mintropolitans and non-Mintropolitans, by consumer classification, November 2017
More Mintropolitans go with families
Figure 35: Selected outbound travel companions, by consumer classification, November 2017
Significantly higher average spending and willing to spend more
Figure 36: Average outbound travel spending, by consumer classification, November 2017
Customised and cruise tours should reinforce how to help Mintropolitans enjoy the trip, especially with their children
Figure 37: Attitudes towards ways to outbound travels, consumer classification, customised tours and cruises, November 2017
APPENDIX – MARKET SIZE AND FORECAST
Figure 38: Best- and worst-case forecast of outbound travel market value, China, 2012-22
Figure 39: Best- and worst-case forecast of outbound travel market volume, China, 2012-22
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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