In 2023, Chinese travelers are reshaping the global tourism landscape with evolving preferences and priorities. The surge in outbound travel during the recent Golden Week holiday has brought optimism to the industry, but challenges persist, including visa processing delays and a preference for safety.
Safety takes center stage
As international travel gradually recovers, Chinese tourists are prioritizing safety above all else. The Golden Week holiday saw a significant rise in domestic tourism revenue, exceeding $100 billion. Chinese travelers feel safer and more familiar with domestic destinations, reducing concerns and making local information more accessible. A staggering 93 percent of Trip.com users prioritize safety in their travel decisions, overshadowing language barriers, which only concern 25 percent of travelers.
To attract Chinese tourists, destinations can simplify visa processes. Countries like Qatar, the UAE, and Saudi Arabia have made strides in this regard by offering visa-free entry, free visas upon arrival, and online visa applications. Saudi Arabia, in particular, has witnessed a surge in hotel bookings and attraction bookings by China-based travelers, demonstrating the impact of streamlined visa procedures.
Seeking unique and off-the-beaten-path experiences
Beyond safety, Chinese travelers are increasingly seeking unique and off-the-beaten-path experiences. Adventure and personal growth rank as the top motivations for travel among Chinese tourists. Remarkably, one in four Chinese travelers views travel as a life achievement or status symbol, reflecting the growing importance of travel experiences in their lives.
Catering to Gen Z: gaming and concerts
Different demographics have varying travel preferences. Gen Z travelers, in particular, have a penchant for gaming-themed experiences. China’s large gaming community, with 668 million video game players, has led to a surge in gaming-themed travel. Bookings for e-sports hotels on Trip.com experienced a remarkable 257 percent month-on-month increase, highlighting the potential of this niche market.
Additionally, travel around concerts has gained popularity. Events like Jay Chou’s performance in Tianjin attracted 185,000 attendees and generated substantial revenue. To cater to this trend, Trip.com launched a “concert ticket + hotel accommodation” package, resulting in a significant increase in hotel bookings during the concert period.
The role of artificial intelligence
Artificial intelligence is revolutionizing travel planning and making it more efficient. Trip.com Group’s AI travel assistant, TripGenie, creates personalized itineraries in under a minute using text and voice commands. This AI tool has doubled the company’s order conversion rate and boasts a higher retention rate compared to the average.
AI’s future in travel is expected to focus on highly personalized solutions tailored to individual traveler needs, making travel more convenient and memorable. The integration of AI in the industry is poised to redefine the travel experience.
Short videos and live streaming for engagement
Short video content and live streaming are instrumental in engaging travelers and driving conversions. Location-based livestreams steer traffic to local businesses, destination-based livestreams inspire non-local experiences, and AI-based livestreams captivate audiences with their novelty.
Trip.com Group’s “Super World Trip” destination-based livestream series in 2023, starting with an event in Thailand, achieved remarkable success, generating a gross merchandise value of $5.5 million and selling over 20,000 room nights. Embracing new marketing formats, such as livestreams, has become imperative for destinations and businesses looking to cater to the post-COVID-19 Chinese traveler.
Preparing for the future
With China’s outbound flight capacity expected to fully recover in 2024, international destinations must adapt to the evolving demands of Chinese travelers. Safety, unique experiences, AI-powered solutions, and engaging content are the keys to attracting and satisfying the Chinese traveler. In a rapidly changing travel landscape, staying ahead and catering to these preferences will be essential for success in the industry.
