Posted On 2018/02/22 By In China Outbound, Research, Destinations With 314 Views

Chinese Outbound travel set to grow, finds m1nd-set

Chinese outbound travel is set to grow in 2018, according to research agency m1nd-set. The Swiss research agency m1nd-set has published its latest insights on Chinese travel trends and shopper insights. The report reveals that over the past 12 months Chinese outbound travel grew only moderately, with a 3.3% increase globally according to m1nd-set’s Business 1ntelligence Service (B1S).

However, this is set to change in 2018, as a healthier 11% increase in Chinese outbound travel will be driven by a recovery in Asia with 13% growth across the region, led by destinations such as Thailand (+25%), Japan (+15%) and Taiwan (+13.2%).

South Korea will see moderate growth of 2.5% in 2018, while Latin America will see the most significant increase in arrivals from China over the next 12 months with a 26% increase to South America and 20% to Central America and the Caribbean.

Europe, however, will experience a decline (-0.4%) in Chinese arrivals over the next 12 month. Most of the major airports will see a fall in inbound Chinese travellers, with the exception of Istanbul, Moscow, Paris and Rome. Istanbul will lead the regional growth over the next 12 months with an increase of over 22% in traffic from China. Moscow will also see double digit growth of over 15% while Chinese arrivals to Rome and Paris will grow by 7% and 3% respectively, the report further stated.

Shopper behaviour

The China report also revealed insights into Chinese shopping behaviour in duty free. It found that Chinese travellers not only visit the shops and purchase more, they also plan their shopping more frequently and are more responsive to marketing, staff interactions and communications touchpoints than any other nationalities.

According to the findings, 87% of all Chinese travellers who buy in duty free shops plan their purchases before their international travel, compared to the global average of 47%. The Chinese also buy more; around 42% of Chinese travellers purchase in duty free shops, almost 20% higher than the global average (23%).

Pablo Saez Gil, m1nd-set’s head of B1S and senior project manager, said: “The report reveals significant opportunities for pre-travel marketing to Chinese travellers as a means to increase conversion. Their tendency to plan their shopping more than most nationalities, combined with their sensitivity to marketing messages, means that there is a great deal of untapped potential for marketers to reach travellers from China while they are booking their travel.

They are using the mobile phone more for researching and booking travel and geo-marketing possibilities with social media platforms such as WeChat will mean time and location specific advertising will increase the effectiveness of mobile marketing campaigns in China.”

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Article: Frontier / Image: Jaume Escofet

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Stefan (from Austria, Europe) has been living, studying and working in China since 2010. Stefan has worked on several research, publication and consulting projects focusing on the China Travel Market. He holds three Masters degrees and is an expert on China Outbound Tourism, Marketing and Social Media in China. Stefan works with BMG on the Global Ready China Seminars as well as the Global Ready China News and related projects. He also has teaching engagements in the areas of eMarketing and Tourism Strategy.

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