Key trends in the Asia Pacific outbound market between 2007 and 2014 include rises in short trips, beach holidays and city trips, along with a move to up-market hotels and higher average spending. Most trips (76%) are made within the region, with a rising trend since 2007 as travellers from Asia Pacific go on more holidays and more short trips. City trips and sun & beach holidays are becoming more popular, while traditional tours are losing market share, according to IPK World Travel Monitor figures. At the same time, travellers from the region are going up-market in their choice of accommodation. The proportion of bookings for 4/5 star hotels increased by 16 percentage points to 45% between 2007 and 2014, while the share for 1/3 star properties dropped by a similar rate to less than 30%.
42% OF ALL OUTBOUND TRIPS IN 2014 FOR CHINESE VISITORS WERE TO HONG KONG AND MACAU.
According to Euromonitor International, Asia Pacific remains the global powerhouse for tourism arrivals, with solid increases predicted for the next five years as the number of travellers continues to expand throughout the region. Second and third tier cities in China are set to welcome more luxury hotel investments as they become increasingly accessible and see large business flow volumes. Despite a slight slowdown in growth, Chinese outbound travellers are predicted to reach over 87 million by 2019, with the most popular destinations all located in Asia Pacific.
CHINESE TEND TO SPEND LESS ON HOTELS, MORE ON SHOPPING
A report by Euromonitor International, released at ILTM Cannes 2015, underlines the fact that outbound tourists from China (in general) tend to spend a low proportion on lodging, but a larger proportion on luxury shopping and other activities. The most popular destinations remain relatively close to home, with the top seven for Chinese outbound travellers all being located in Asia Pacific. Hong Kong and Macau accounted for 42% of all outbound trips in 2014 for Chinese visitors. Hong Kong is a popular destination for Chinese luxury shoppers thanks to its favorable prices.
But the habits of Chinese outbound travellers are not always the same, depending on their demographic. Jean-François Ferret, CEO of Relais & Châteaux, told Cleverdis that Chinese visitors to his organisation’s hotels and resorts are tending increasingly to be interested by such things as high-end gastronomic experiences and regional wine tours.