Chinese were usually not known for traveling far at least not outside their regions and territory, but all that has changed over the past decade as the Chinese tourism industry has taken a huge leap thanks to the flexibility of obtaining an international visa, the need to view life outside their homes, and to experience new cultures and places.
The global tourism industry is just getting to know how China and Chinese travel matter to the tourism industry. From a 7 trillion US dollar in 2016 to an 8.8 trillion US dollar recorded in 2018/2019, the tourism industry grew by 3.9 percent more.In 2015, Chinese outbound and inbound trip totaled a whopping 117 million and 4 billion respectively; with a predicted increase of 160 million outbound trips by 2020.In 2017, the number of trips shot up to 131 million with more Chinese people traveling with families, and friends. The amount of spending is increasing exponentially. Overall, the total revenue of the Chinese travel and tourism industry as recorded by 2018 was 5127.8 million Renminbi.
Now, the Chinese are known to be one of the most passionate travellers in the world looking to explore different frontiers and creating wonderful travel memories.The rise of the Chinese outbound tourism industry is unstoppable, as more Chinese travel out regardless of the age and class. An in-depth survey of more than 2000 Chinese tourists, uncovered new insight into how their habits and behavior are evolving.
The Rise of Experiential Travel
As more Chinese become outbound tourists to experience the serenity outside their places of residence, their needs and travel preferences such ashabits and spending patterns are changing.A survey reports that Chinese tourists are not just about visiting a historical landmark and places of interest recorded in booksbut they are more open-minded to try out new things and enjoy the local lifestyle of their destination.Chinese tourists love to experience every new place they visit, enjoy the local dishes and indulge in the art of fine dining experience, love moving around and learning about new places and historical sites, like making new friends and learning new languages and habits.
While 60-70 percent of outbound Chinese travellers agree that their reason for international travel was to enjoy a different cultural space, inbound traveller’s reasons were to take a break for the everyday hustle and bustle of the cities.
Spending Habits Are Increasing
To the foreign society where Chinese tourists spend money, they are seen a free spender looking only for the best and latest trends on the market. Whether shopping in the street of Paris, Milan or Dubai, or dining at a restaurant in San Francisco, Chinese tourists are the world’s highest spenders overseas, with total expenditure of $258 billion which amounts for 21 percent of the total global spending by tourists and more than twice what the average UK or US tourists will spend.
Aside from shopping, Chinese outbound tourists are also known to spend on luxurious accommodations, brands, refined labels, and other expensive items especially among millennial Chinese who see it as a bragging right among their peers back home.
Seeking Unique Destinations
Even though the Chinese traveller visit places like Africa, and the Middle East; they prefer newer frontiers with unique experiences like North America, Countries in Europe and cold regions of the world like Iceland and Oceania.
Furthermore, to crown the unique experience of these destinations, Chinese tourists are more likely to choose homestay, inns, guesthouse, and local accommodations than hotels to fully take in the totality of the experience. Another growing habit among Chinese tourists is the ability to stay longer at a destination; Chinese tourists tend to spend more time than their tourist’s counterparts from other countries.
Customized Tour Packages
As the Chinese tourists get wealthier, experienced, and more confident about outbound travels, there is an increasing demand for customized and personalized trips, instead of the more affordable group trips. Furthermore, the demand for an independent and customized package is also a result of Chinese tourists visiting farther destinations and staying in these locations longer.
Form 2013 till 2018, the rate of independent packages has grown tremendously from 37 percent to 78 percent in the second quarter of 2018.
Online Booking
The Chinese traveler is well-informed, and the more they know about their destination, the easier it is to book a ticket and make the necessary bookings to make their trips and stay fun. Today, Chinese travelers make more than 83 million flight booking and over 30 million room/hotel book online.This shows the impact of the digital medium among Chinese travelers who are becoming increasingly more independent in organizing their own trips without assistance.
The Chinese person stays connected to the internet on average 3 hours daily, basically surfing the net and jumping from one platform to another. The internet and good connectivity are a significant part of the Chinese people and even more so in the life of an Asia traveler. A typical Chinese tourist will browse several websites, and travel platforms to analyze and compare travel information, including security, guide, fees, and others before buying the offer.
For these reasons, any travel market looking to capture the Chinese tourism/travel market should have a well-informed website with the necessary information, but most importantly, one that is easily navigated with less loading time will work.
The Impact of Social Media
Chinese tourists choose destination that allow them to experience spaces and feelings outside their norms. This is not by chance; it is because they can share their unique experience with friends and family or the public on social media such as Weibo and WeChat. Outbound travelers research information online before they head out to their destination.The technology trend among Chinese tourists continues to rise.
To wrap up
The Chinese outbound tourist market is a haven for the travel industry whichis looking to reap bountifully from frequent travelers.Industries and agencies that fail to adjust their service to suit the demands of these tourists will find themselves pushed back to the lines.The evolution of Chinese travellers are redefining what we want from the tourism industry and how it should be delivered.
Companies related to travel, tourism and looking to target the huge Chinese market will have to provide unique products that are locally appealing, tell a story that strikes a chord while highlighting the value of technology, mouth-watering discounts and provision of Chinese speaking oversea staff for easier communication.