Table of Contents
OVERVIEW What you need to know Themes covered in this Report Figure 1: Definition of low / mid / high MHI groups, by city tier Figure 2: Definition of East, South, North and Mid-west consumer groups
EXECUTIVE SUMMARY The market Figure 3: Best- and worst-case forecast volume of HK / MC / TW travellers, 2011-21 Figure 4: Best- and worst-case forecast volume of other outbound travellers, 2011-21 The consumer Geographic and cultural factors matter Figure 5: Destinations of outbound travel, September 2016 Chinese outbound travellers are inspired by various information channels Figure 6: Outbound travel inspiration, September 2016 Outbound travellers are seeking romantic getaways and family trips Figure 7: Interested travel themes, September 2016 Travel with more demands Figure 8: Key consideration factors for outbound travel, September 2016 Apps are important for self-guided tours Figure 9: Apps used in the self-guided tour, September 2016 Cruise trips are most associated with being romantic Figure 10: Perception of outbound cruise travel, September 2016 What we think
ISSUES AND INSIGHTS Destination marketing should look beyond traditional advertising The facts The implications Change thoughts to better appeal to 20-24s The facts The implications Themed travel as an emerging trend The facts The implications
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THE MARKET – WHAT YOU NEED TO KNOW Non-HK, MC, TW segment takes the future lead
MARKET SIZE AND FORECAST The HK, MC and TW segment dragged down growth‘ Others’ segment remains buoyant Figure 11: Number of outbound Chinese travellers, 2011-16 Promising market in the future Figure 12: Best- and worst-case forecast volume of outbound travellers, 2011-21