Chinese outbound travelers: The rise of the playful generation among five traveler types

 By / MOOK Scenic Spots Editorial Team
 

Although China's economy is slowing down, the trend of Chinese outbound travel continues to grow. According to data from the China National Tourism Administration, the number of Chinese travelers reached 122 million in 2016, a 4% increase from the previous year. Compared to 2011, there was a 74% growth. Hotels.com’s “Chinese International Travel Monitor” indicates that Chinese travelers have entered a new phase — the “playful generation” is making a strong entrance. With rising education levels and refined lifestyles, they are looking to spend more time traveling, visit more places, and enjoy more international experiences. The report further highlights that the average Chinese traveler goes on four trips per year, with the average trip duration increasing from five to seven days, showing strong momentum for growth.
 

50% of Chinese travelers are eager to try planning their own independent trips. In recent years, influenced by more relaxed and carefree travel styles, they are more willing to choose freer ways to travel when abroad, and 21% say they want to try backpacking in the future, indicating promising trends for independent travel.
 

 Traveling abroad is about giving oneself a good rest and relaxation, and shopping is no longer the main highlight of going overseas. This shows that the “playful generation” not only wants more time and local experiences but also values spiritual and physical rejuvenation.
 

To better understand the diverse profiles of today’s Chinese travelers, hotel operators should develop business strategies based on target customer profiles to meet their needs. Here are five key traveler types:
 
The Proactive Planners(30%)
This group covers a wide age range, including those who have witnessed China’s dramatic changes over recent decades — the 1970s-born — as well as the dynamic post-90s millennials. Travel is an indispensable part of their lives. When planning trips, they like to manage all the details and try new things, and in the future, they prefer theme-based travel such as eco-tours or adventure trips.
In the past year, they spent 26% of their personal income on travel and hope to spend more time on long-haul trips in Asia-Pacific, Europe, and the United States in the future.
 
The Cautious Family-Oriented(30%)
Born in the 1960s–1970s, many from third- and fourth-tier cities, this group values family. Travel is a way to create memories with loved ones, and they prefer safe, convenient hotels suitable for the whole family.
In the past year, they spent 28% of their personal income on travel, and 57% of cautious family-oriented travelers are willing to spend more on future trips.
 
 
The Joyful Roamers (17%)
Born after 1990, these millennials travel to enjoy life. They prefer planning independent activities and look for hotels with convenient transport and Chinese signage. In the future, they hope to experience themed travel.
In the past year, they spent 29% of their personal income on travel, and 60% of joyful roamers are willing to spend more on future trips.
 

The Self-Directed Explorers(14%)
Mostly born in the 1980s–1990s, these millennials often come from first-tier cities. They see travel as a way to escape their comfort zones and prefer to be backpackers to experience local life.
In the past year, they spent 29% of their personal income on travel, and 61% of self-directed explorers are willing to spend more on future trips.
 
The Self-Rewarded(9%)
Mainly born in the 1980s–1990s, these millennials view travel as a key reward for hard work and a display of social achievement. They prefer high-end hotels and have a strong interest in luxurious local eco-tours.
In the past year, they spent 27% of their personal income on travel, and 60% of self-rewarded travelers are willing to spend more on future trips.
 
 
Most travelers spent nearly a third of their personal income on travel in the past year. Over half said they are willing to spend more on future trips, indicating the continued growth of the spending potential of Chinese travelers.


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