By / MOOK Scenic Spots Editorial Team, compiled and reported
While China’s economy has been gradually slowing down, the trend of Chinese tourists traveling abroad 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 has been a 74% growth. The Hotels.com Chinese International Travel Monitor indicates that Chinese travelers have entered a new phase — the rise of the “Adventurous Generation,” who, with higher education levels and refined lifestyles, are eager to spend more time traveling, visit more destinations, and enjoy more international experiences. The report further highlights that Chinese tourists take an average of four trips per year, with the average trip duration increasing from five to seven days, demonstrating strong growth momentum.
Night markets are a must-visit for mainland tourists in Taiwan (Photo / Tourism Bureau, Ministry of Transportation and Communications)
50% of Chinese tourists are eager to try planning independent trips. In recent years, influenced by a more relaxed and flexible travel style, they are more willing to choose freer ways to travel abroad, and 21% say they want to try backpacking in the future, indicating promising trends for independent travel.
Taipei 101 is a popular tourist attraction, attracting large crowds of visitors every year. (Photo / Hotel Royal-Alex)
Traveling abroad is about taking a good break and relaxing. Shopping is no longer the main highlight of overseas trips, showing that this “Adventurous Generation” not only wants more time and local experiences but also values full physical and mental relaxation.
Changes in travel styles also influence their needs when planning trips (Photo / Hotels.com)
To better understand the diverse profiles of today’s Chinese tourists, hotel operators should develop business strategies based on target customer profiles to meet their needs. Here are five key types of travelers:
Proactive Planners(30%)
Covering a wide age range, including those who have witnessed major changes in China over recent decades (the 1970s generation) and the vibrant post-90s millennials. Travel is an indispensable part of life, and when planning trips, they like to manage all the details and try new things. They prefer themed travel experiences such as eco-tourism or adventure travel in the future.
In the past year, they spent 26% of their personal income on travel and look forward to spending more time on long-haul trips to the Asia-Pacific region, Europe, and the United States in the future.
Cautious Family-Oriented Type(30%)
Born in the 1960s–1970s, mostly from third- and fourth-tier cities, they value family and travel to create memories with loved ones. They prefer safe and 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.
Hedonistic Roamers (17%)
Millennials born after the 1990s, who travel to fully enjoy life. They prefer planning independent activities and look for hotels with convenient transportation and Chinese signage. They hope to experience themed travel in the future.
In the past year, they spent 29% of their personal income on travel, and 60% of hedonistic roamers are willing to spend more on future trips.
Sun Moon Lake in Nantou, Taiwan, is renowned for its scenic beauty and is highly favored by mainland tourists. (Photography / MOOK Scenic Spots Liao Qiyu)
Self-Guided Explorers(14%)
Mainly millennials born in the 1980s–1990s, mostly from first-tier cities. They believe travel is a way to escape their comfort zones and enjoy immersing themselves in local life as backpackers.
In the past year, they spent 29% of their personal income on travel, and 61% of self-guided explorers are willing to spend more on future trips.
Self-Rewarding Travelers(9%)
Mainly millennials born in the 1980s–1990s. Travel is seen as a well-deserved reward for hard work and a display of social achievement. They prefer high-end hotels and are very interested in luxurious local eco-tourism.
In the past year, they spent 27% of their personal income on travel, and 60% of self-rewarding 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 of them expressed willingness to spend more on future trips, indicating the continued growth of Chinese tourists’ consumption potential.
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