Key characteristics of the China traveler include the following:
1. Digital Savvy: Younger generation travelers do not exclusively use apps to book travel (Ctrip and Fliggy), they also use online trip planners and user generated content (UGC) apps such as Mafengwo to read content and get the latest organic destination information. They also use digital payment platforms such as Alipay and WeChat Pay to transact for booking as well as in destination purchases, wherever possible.
2. Local experience matters more than perfunctory visits to iconic landmarks: Just as the appetites for outbound trips are diverse, so too are the needs of tourists once they reach their destinations. Visiting landmarks are no longer the priority for traveling to a destination. Instead, Chinese tourists have a more open mind and want local experiences, whether it’s taking in local culture and art or visiting niche destinations.
3. Semi-self-guided tour or package independent travelers (PITs) are growing fast, while the classic guided travel package is still important, demand for partial self-guided tours or package independent travelers (PITs), high-end travel packages, and other customized experiences is growing quickly.
4. Travel shopping is becoming more omni-channel, Chinese tourists also use price comparison apps i.e. Jessica’s Secret or social commerce apps i.e. Xiaohongshu (Little Red Book) in advance of travel, and regularly update their information. Upon arriving to their destination, they do additional research for their products while updating their geographical location.
