Travel Habits Of China’s Millennial Tourists

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Traditional Chinese tourists travel in groups and like to keep to themselves. They usually visit popular tourist spots, spend money on branded foreign goods, and are less interested in exploring unusual places. You will often find them booking group bus tours and following a structured plan developed by travel agents.

While these types of Chinese tourists are still prominent, a new group is emerging thanks to the popularity of social media. Chinese millennial tourists are different from their older counterparts. They are shaping the tourism industry with unique choices, preferences, and habits. Here’s a brief look at the travel habits of these millennial tourists:

1. Most Frequent Travellers

Chinese millennial tourists are some of the most frequent travellers among all age groups and nationalities. Research suggests they take an average of 5.8 trips a year, which is more than US, UK, and Australian millennials. However, they take shorter trips instead of longer explorations.

2. Focus on Sightseeing and Relaxation

This group travels to take a break from their responsibilities. They want to rest, enjoy, and explore, and surprisingly wish to travel with families as well. The previous generation travelled in groups or on romantic getaways but millennials generally stay away from structured tours.

3. They Love Shopping for Luxury Goods

Over 50% of millennial travellers say they like to buy luxury items like handbags, fragrances, jewellery, etc., on their foreign trips. This is mostly because the Chinese market has many counterfeit items; so shoppers don’t trust products purchased within the country. Moreover, genuine luxury items are much more expensive in their country than in foreign destinations like US, UK, and Australia. Research suggests affluent Chinese millennial travellers spent $83.9 billion in 2015, which is much more than many other countries.

4. Preference For Hotels

Millennial travellers from other countries want unusual travel experiences so they prefer alternative means of accommodation. They choose alternatives like hostels, Airbnb, or similar rentals for a more organic travel experience. Young Chinese tourists adopt a different route and prefer hotels that offer amenities like chauffeur check-ins, room service, complimentary pick-up or drop-off, luggage forwarding, or similar services offered by luxury hotels.

5. Exploring Culture and Lifestyle

These tourists are more interested their older counterparts, in exploring the cultural roots of a place. They’re more likely to experiment with things like street food, local experiences, arts, religion, etc. They want to connect on a deeper level instead of just visiting tourist attractions. They’re also better able to understand different cultures, most being fluent in English or educated in Western universities.

6. Adventurous Experiences

Aside from exploring the culture and food, Chinese millennials also crave adventure. They want to explore different kinds of wildlife, forests, landmarks, and other such aspects of nature. That’s one of the reasons why Australia is slowly becoming a popular destination among this demographic. They’re also attracted to destinations like Africa.

7. Tech Savvy

This group is very tech savvy and active on social media platforms. They do thorough research before every trip and aren’t as fixated on destinations as the older generation is. Travelling companies that have a good online presence and marketing strategy are more likely to attract this audience. Being active on Chinese platforms like WeChat will help attract these high-spenders. Visually-rich ads or brochures are more likely to attract them than a text block of information.

Chinese millennials are affluent with high spending power. 70% of them hold white collar jobs while 66% belong to high-income groups. It’s not surprising that this demographic loves to travel and enjoys luxurious experiences.

Connect China WeChat Advertising– Contact Your Audience Anytime, Anywhere

A survey by PWC shows: 85% are online for Chinese consumers’ first step of research, whereas just 11% of retail sales happen over the Internet. This signals a disconnect in the customer journey and represents an opportunity to further integrate online and offline channels to better tailor to consumer preferences. Connect China can help our clients with that.

‘Liao Australia’ is a WeChat Service Account, which provides in-depth insights about Australia and China’s cultural differences, latest discounts and bargains in Australia and the travel suggestions to Chinese visitors to fully experience Australia.

‘Liao Australia’ also provides an online mall for our clients to publish their products and services. We offer online payment solutions, and brands can sell products on the platform directly or re-direct the audience to their e-commerce platforms. Contact ConnectX for more information

If you have a good marketing campaign that’s tailor-made for this audience, it’s easy to tap into the market. Using Chinese social media and internet platforms will increase your chances of success.

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