Hoteliers to change perceptions of Chinese travellers

Hoteliers to change perceptions of Chinese travellers
By Kate Webster


Expedia group travel brand Hotels.com has released the fifth annual Chinese International Travel Monitor report, providing insight into the impact on global travel by Chinese travellers.

The report confirms China continues to be the top global spender in terms of tourism expenditure and, despite the economic slowdown, 92 percent of Chinese travellers plan to increase or maintain spending, with two-thirds considering travel to be an essential part of life.

Australia has come out on top for a third year running as the most desired destination for Chinese travellers to visit in the next 12 months.

As a means to assist hoteliers with the development of the more independent and diverse travellers, the Chinese International Travel Monitor 2016 has identified five travel personas that Chinese travellers can fall into:

  1. Detailed explorers (25%): Born in the 60s and 70s, they are innovative and optimistic, like to learn and explore and to plan their trips down to the last detail
  2. Cautious connectors (25%): Also born in the 60s and 70s. They come from lower-tier cities and responsible family people and travel to bond with loved ones. They prefer safe, family-friendly hotels
  3. Experience seekers (17%): Tend to be born in the 80s and 90s and be from top-tier cities. They like stylish hotels and professional advice on local cultural activities. They travel to enrich their experience, being independent and ambitious
  4. Indulgers (12%): Most likely born in the 80s, they travel to indulge themselves and to demonstrate their power. They tend to stay at higher-star hotels and go on adventurous local tours
  5. Basic pleasure seekers (21%): Millennials born in the 90s. Unlike other groups, more of them are women than men. They are aesthetically minded and travel for non-material enjoyment, seeking value-for-money accommodation.

Expedia Australia, director market management, Drew Bowering, said “as more hotels compete for Chinese travellers, hoteliers can effectively utilise these persona insights and look at how they position their offering for these groups.”

“Expedia Lodging Partner Services is able to assist hotel partners attract the type of traveller they want when they want them through real-time intelligence and easy-to-use tools that boost bookings and revenue,” Bowering added. 

All aboard:

  • While safety, comfort, star rating, facilities and price are still top of the list of important factors considered by Chinese travellers when choosing accommodation
  • Chinese travellers had a number of other demands including UnionPay facilities, Chinese restaurants on-site, Mandarin-speaking staff and app-based customer service
  • Top five most common requests made by Chinese guests include free wi-fi, an in-room kettle, Chinese breakfasts, complimentary slippers, and translated travel or tourism guides
  • Chinese travellers are highly connected and truly digital, with over 62% of bookings made via mobile, up 10% on the previous year’s survey.

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