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