Chinese Travel Shoppers 2020 Whitepaper

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The profile of the Chinese outbound traveler is changing. They are no longer satisfied with out-of-the-box package tours and are now seeking high-quality, bespoke travel products, often inspired by the unique and luxurious travel itineraries of Chinese social media key opinion leaders (KOLs).

Travel brands need to prepare for the imminent travel industry recovery by:

  • Monitoring the improving Chinese consumer sentiment, especially towards outbound travel, and getting ready for an upcoming surge of Chinese tourists.
  • Understanding the different types of Chinese outbound tourists.
  • Learning how to resonate with each of them whether they are at home or traveling.

To help travel brands better understand Chinese inbound and outbound travelers, we leveraged iClick’s proprietary market technology platform - iAudience - to conduct an audience analysis and provide a full briefing on the upcoming rebound of the global travel industry.

WHITEPAPER HIGHLIGHTS

A MACRO VIEW OF THE CHINESE OUTBOUND TRAVEL SHOPPERS

  • The travel industry recovery is underway, starting at home
  • The optimistic outlook of Chinese people’s consumption, especially online
  • The number of Chinese outbound travelers on a major growth path
  • Chinese outbound tourists demand high-quality and tailored travel plans
  • Younger Chinese outbound travelers seek inspiration from Key Opinion Leaders (KOLs)

A DEEP DIVE AT THE 3 KEY TYPES OF TRAVEL SHOPPERS

  • The Family Trip: Sufficient money + insufficient time
  • New Package Tour: Sufficient money + sufficient time
  • Youthful Characteristics: Insufficient money + sufficient time

IMPLICATIONS FOR MARKETERS

  • When to start preparing for Chinese holiday-period promotions
  • Where to engage with Chinese consumers best
  • How to win clicks from online travel researchers
  • How to cater to the Chinese Social Traveler

CASE STUDY: ICLICK X JAPAN INTERNATIONAL ECONOMIC DEVELOPMENT ORGANISATION

  • Objectives
  • Challenges
  • Strategy
  • Results
  • Social Media used

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