Consisting of more than 400 million people, Chinese millennials make up a rapidly growing force in consumer spending. Because this consumer group is emerging rapidly, it’s important for your travel brand to know what strategies are working best to reach them. How should you do this? Research and know about the habits and preferences of todays Chinese millennial travelers. Take a deeper look:
According to Skift, Goldman Sachs labeled this demographic as “the most important demographic on the planet today.” However, as you may be able to infer, their habits are not much like the older generation. On average, Chinese millennials are significantly wealthier, and they prefer independent travel over group tours.
How Many Outbound Travelers in China?
Over half of China’s outbound travelers in 2015 were millennials, according to GfK’s January 2016 report.
In 2015, China hit 109 million outbound tourists.
Where Do They Want to Go?
South Korea and Thailand overtake Hong Kong as the most popular destinations. Hong Kong was once the most popular destination for this demographic, however, since preferences have changed, tourists in China have been opting for other destinations that offer historical and cultural experiences. Like many other modern travelers, they are looking for experiential travel. The top five destinations for Chinese Travelers include:
Inside of Asia:
1. South Korea
2. Thailand
3. Hong Kong
4. Japan
5. Taiwan
Outside of Asia:
1. Europe
2. North America
3. Middle East
Africa remains the least visited destination by Chinese Travelers.
Average Incomes
70% of Chinese millennials hold ‘white collar’ professional jobs, and 66% belong to the “high-income” group. Income and spending power among this group is expected to grow further in the near future.
What Are Their Characteristics?
1. Individualistic
2. Freedom-loving
3. Tech savvy
-Over 90% own a smartphone
-Social media adoption for ages 16-24 is 89%
Within this group of travelers, the higher-income group spends an annual average of US$65,000 on tourism. of have an average household spend of US$65,000 per annum on tourism.
Travelers, Not Tourists
Chinese millennials do not consider themselves tourists, bur rather independent travelers. They want to travel for individual experiences, such as cultural, historic, and adventurous travel.
Reach your target market by exhibiting at the number one travel trade show in the Nation!
The Travel & Adventure Show
The Nation's #1 Series of Travel Shows
-Place Your Brand in Front of a Live Audience
-Meet Over 140,000 Ready-to-Book Travelers
-Watch Your Business Succeed
