CHINA. Dragon Trail International Chinese Outbound Travel Trade Survey: July 2024 indicates that price sensitivity and a preference for personalised travel experiences are key factors influencing current consumer trends.
The research is based on a survey of 295 Chinese travel agents selling outbound travel. Amid economic insecurity in China, the market has become more demanding about outbound travel products’ value for money.
According to Dragon Research, customers may be deterred by prices higher than their expectations. Over half (57%) of survey respondents stated that the majority of customers choose the most cost-effective outbound travel products and services.
However, another 34% stated that customers are willing to pay a premium for better travel experiences.
Demand for personalised, customised and small group tour products has shot up, with 92% of travel agents noting that a group size of 20 people or fewer is the most popular choice.
Chinese travel agents can now sell group and packaged travel to more than 130 countries, up from 60 countries this time last year.
Watch the video for a detailed discussion on the report’s findings and implications for the global travel industry
This creates a greater need for global destinations and travel businesses to develop bespoke products to support the recovery and growth of the Chinese market.
At the same time, concerns about safety are higher than they were pre-pandemic. This includes personal property protection, health and hygiene, as well as environmental safety.
The survey reveals that even though more destinations are easing visa rules for Chinese visitors, the visa application process for many popular countries is still cumbersome.
Chinese Outbound Travel Trade Survey: July 2024 also reveals the types of outbound travel with the highest potential for growth. Nature and beaches are especially popular now, while family travel continues to be a top theme.
Travelling with friends was identified as having the highest growth potential – the travel agents who chose this option are focused mainly on customers born in the 1990s. ✈
All infographics courtesy of Dragon Trail International
