Data interpretation: the reasons behind the continuous growth of Chinese tourism

Sabre Corporation recently released research results that provide in-depth analysis of the changing preferences of Chinese travelers and the key trends that are shaping the country's booming travel industry.

Today, nine out of 10 Chinese travelers have more money and want to travel more frequently than five years ago. Higher disposable income (20%), technology that makes travel more convenient (17%), and easy access to relevant travel information (15%) are the top three factors contributing to the increase in travel.

“As China continues to solidify its position as the world’s largest outbound travel market, it is critical for travel service providers and businesses to gain a deeper understanding of the evolving preferences of Chinese travelers in order to effectively cater to their needs,” said Shiying Chen, regional director, North Asia, Sabre Travel Network APAC. “By observing the current attitudes and desires of Chinese travelers, we are able to anticipate and understand the dynamics of the Chinese market within the broader context of a transforming travel landscape.”

The new generation of travelers and their travel motivations

Today’s new generation of travelers grew up with the Internet, are more demanding in terms of travel experiences, and their motivations go beyond traditional sightseeing activities. For these travelers, the top three travel motivations are to find a place to relax (25%), spend quality time with friends or family (22%), and get to know foreign cultures better (17%).

Looking specifically at the motivations of today’s new generation of travelers, we found two main attitudes toward travel: 49% of respondents believe that travel is a means of personal improvement, while more than half (51%) of respondents say that travel has become a new form of social currency.

For the latter, this means that travel has become a platform for connecting and building stronger emotional bonds (57%), and a way to enrich their life experiences and share them with friends and family (56%).

Seeking personalized and evolving travel experiences

China is entering a new era of "mass travel" where travel is increasingly becoming a normal and expected experience. As a result, more travelers are now paying attention to the quality of their trips and preferring personalized travel experiences. Today, travelers seek great flexibility to plan independently. The majority of respondents (74%) said they are willing to spend time and effort to make travel plans. This reflects a growing sense of self-empowerment and investment in personalized travel experiences.

However, more control over travel plans does not replace external support and travel guidance from travel service providers and agents. In fact, many Chinese travelers (78%) still welcome and value support and advice from friends, relatives and travel service providers.

Three to five years ago, respondents felt there was a lack of travel information (60%). Now, nearly half of respondents (46%) believe there is too much travel choice and information available.

With so much information available, travelers need support and assistance from travel service providers to avoid confusion and determine what information is useful and relevant.

“Technology and continued growth in disposable income are driving the development of China’s travel industry. As travelers’ motivations and preferences continue to evolve, there is a great opportunity for travel practitioners to support and meet their needs,” continued Chen Shiying.