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Holiday Trends - China - April 2016

Holiday Trends - China - April 2016

“The future growth of the demand for travel comes from family travellers who are eager to experience immersive local culture in a leisurely way. In addition, long weekends and the sharing economy will further boost the holiday market in China.”

– Gordon Gao, Senior Analyst

This report examines the following issues:

Family traveller
Explore Chinese traditional holidays
New opportunities emerge when 2.5-day weekends are implemented
Impact of sharing economy


OVERVIEW
What you need to know
Inclusions
EXECUTIVE SUMMARY
The market
Figure 1: Annual urban disposable income, 2008-15
Figure 2: Annual total retail sales of consumer goods, 2008-15
Figure 3: Chinese holiday expenditure, 2010-15
Figure 4: Best- and worst-case forecast for holiday expenditure, at current prices, 2010-20
The consumer
Figure 5: Holiday destinations, January 2016
Figure 6: Holiday companions, January 2016
Figure 7: Holiday time chosen, January 2016
Figure 8: Holiday purpose, January 2016
Figure 9: Spending habits on holiday, January 2016
Figure 10: Budget control methods, January 2016
What we think
ISSUES & INSIGHTS
Family traveller
Explore Chinese traditional holidays
New opportunities emerge when 2.5-day weekends are implemented
Impact of sharing economy
THE MARKET
Market factors
Market background
Figure 11: Annual urban disposable income, 2008-15
Figure 12: Annual total retail sales of consumer goods, 2008-15
Market size
Figure 13: Chinese holiday expenditure, 2010-15
Market forecast
Figure 14: Best- and worst-case forecast for holiday expenditure, at current prices, 2010-20
Market drivers
Market barriers
THE CONSUMER
What you need to know
Travelling is part of life
Unique and interesting trips
Better control than cutting
Holiday destinations
Travelling is not a luxury anymore
Figure 15: Holiday destination, January 2016
Rising incomes and education levels
Figure 16: Holiday destination, by monthly household income and education level, January 2016
Zest for outbound travelling from tier one
Figure 17: Holiday destination, by city tier, January 2016
Holiday companions
Go with family
Figure 18: Holiday companion, January 2016
Holiday time chosen
Large potential behind traditional Chinese holidays
More annual holidays will definitely help
Figure 19: Holiday time chosen, January 2016
Holiday purpose
Multipurpose travelling
Figure 20: Holiday purpose, January 2016
Sophisticated consumers demand more leisure activities
Spending habits on holiday
Figure 21: Spending habits on holiday, January 2016
Figure 22: Spending habits on holiday, January 2016
Foodservice
Figure 23: Spending habits on holiday, by monthly personal income, January 2016
Extreme sports
Figure 24: Spending habits on holiday, by monthly personal income, January 2016
Healthcare service
Figure 25: Spending habits on holiday, by monthly personal income, January 2016
Local Residence
Figure 26: Spending habits on holiday, by monthly personal income, January 2016
Theme park and live shows
Figure 27: Spending habits on holiday, by monthly personal income, January 2016
Budget control method
Travelling in the background of an economy slowdown
Figure 28: Budget control method, January 2016
Off-peak travelling plan
Figure 29: Budget control method, by age, January 2016
The young travellers are likely to compromise on transportation and accommodation
Figure 30: Budget control method, by age, January 2016
Book earlier
Meet the Mintropolitans
Figure 31: Holiday destination, Mintropolitans vs Non- Mintropolitans, January 2016
Figure 32: Holiday destination, by overseas destinations, Mintropolitans vs Non- Mintropolitans, January 2016
Figure 33: Holiday time chosen, Mintropolitans vs Non- Mintropolitans, January 2016
Figure 34: Holiday purpose, Mintropolitans vs Non- Mintropolitans, January 2016
APPENDIX
Methodology and abbreviations
Methodology
Fan chart forecast
Mintropolitans
Figure 35: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
Abbreviations
Figure 36: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
RESEARCH METHODOLOGY
China Research Methodology
Confidence levels
Sample sizes by city
Sampling methodology and sampling structure
Our research partner - QQsurvey
QQ’s sampling and Quality control
Further Analysis
Appendix

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