The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Chinese tourists drive tourism record, more than two arrivals per minute

Chinese tourists drive tourism record, more than two arrivals per minute | The Insight Files | Scoop.it

Four decades ago, 10 visitors from China arrived in Australia each week. During 2016, the same number arrived every five minutes. More than one million Chinese visitors to Australia have delivered the local tourism industry a record year in 2016. In total, 8.3 million visitors came to Australia for a short-term stay during the year, up by almost one million on 2015. The government has been developing better aviation ties with China and has been promoting 2017 as the "Australia-China year of tourism." It has allocated $629 million over four years to Tourism Australia, much of which will be spent on offshore marketing, and is currently trialling 10-year multiple entry visas. "It's easy to get here, there's now a 10 year visa in place for the Chinese market, we've moved to open skies and there's been a 40 per cent growth in airline capacity to Australia from mainland China," Tourism Australia's Managing Director said. Find out more.

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Chinese travel set to reach record highs in 2016 despite a slower economy

Chinese travel set to reach record highs in 2016 despite a slower economy | The Insight Files | Scoop.it

Claims that a weaker Chinese economy has negatively impacted travel demand in China have jockeyed with financial headlines across Asia this year. But it always helps to check the numbers - the latest data shows that not only is the Chinese travel industry alive and well, it's also having its best year ever and 2017 is on track to be even better. Some 589 million Chinese travellers took domestic and international trips during this year's Golden Week in China, according to data from Ctrip. That's a 12% year-on-year increase in the number of Chinese travellers that travelled around China or abroad compared with last year's Golden Week and a 24% increase from the 2014 holiday. Find out more.

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Chinese outbound travellers confirm preference for mobile web over apps 

Chinese outbound travellers confirm preference for mobile web over apps  | The Insight Files | Scoop.it

Hotels.com's Chinese International Travel Monitor shows that online travel agents are the dominant booking channel for overseas trips from China. The results are based on the responses of 3,000 Chinese residents, aged 18-54 years who had travelled overseas in the past 12 months. OTAs are the favoured option for nearly three in four of Chinese travellers, according to the report, with hotel direct accounting for 16% and offline travel agents 10%. A further breakdown shows the dominance of mobile-enabled websites over apps for OTA and hotel bookings with desktop also outperforming apps. Find out more.

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Guiding the journey for Chinese travellers

Guiding the journey for Chinese travellers | The Insight Files | Scoop.it

By 2020, an estimated 200 million Chinese people will travel overseas for leisure every year, more than double the number that do so today. To be successful, brands need to market effectively throughout the travel journey, targeting all the key moments involved in planning and experiencing a trip abroad:

 

  • Inspiration: I want to get away.
  • Research: Where do I want to shop?
  • Experience: How do I make the most of my trip?
  • Sharing: How can I impress others?

 

Understanding the New Chinese Traveller, a study from TNS, reveals that China's travel routes are in the process of being redrawn. Download the report to find out more.

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How China's travellers are reshaping global marketing strategies

How China's travellers are reshaping global marketing strategies | The Insight Files | Scoop.it

Chinese tourists make more than 100 million overseas trips a year, but marketing to this lucrative group starts long before they leave China. Clever brands are engaing sophisticated activations through popular social app WeChat in the average four to six-week research period prior to travel and then retargeting travellers once they arrive at their international destination. Marketing to this unique consumer group is not new - but the changing characteristics of the Chinese traveller is. It is now essential that a marketing plan incorporates a personalised digital strategy customised to the young, digitally savvy and independent Chinese traveller. Find out more.

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How millennials shape Chinese tourists into travellers

How millennials shape Chinese tourists into travellers | The Insight Files | Scoop.it

The latest analyses of the Chinese market shows that China produced 109 million outbound tourists in 2015 – with retail spend of US$229 billion. This is a key milestone in China’s outbound tourism history, consolidating China's position as one of the top global sources of tourists, in terms of both number of trips and money spent during international travel. At the same time, there have been profound changes in the behaviour of the typical Chinese traveller, with Chinese Millennials firmly established as the core drivers of China's outbound tourism spending. Among the key trends:


  • Chinese travellers' looking for new destinations.
  • Europe remains the most popular destination for Chinese travelling outside of Asia.
  • China's new set: not tourists but travellers.
  • The sheer size of the millennial group within China's travellers makes this a commercially attractive target audience for those destinations looking to draw in Chinese tourists.
  • The ideal approach to approach this market is not as tourists but as independent travellers who will respond to opportunities to plan personalised trips.


Find out more.

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Mamadou Aly Ba's curator insight, February 28, 2016 4:20 PM

IT'S REALLY A GOOD NEWS THIS TOURISM WILL ACCELERATE THE WORLD TO BECOME A  BIG VILLAGE  BECAUSE ONLY CHINA WAS  RELUCTANT TO MIX WITH THE REST OF THE WORLD BECAUSE PROUD ;

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How to profit from the boom in Chinese outbound travel

How to profit from the boom in Chinese outbound travel | The Insight Files | Scoop.it

This article contains an infographic combining insights on Chinese outbound travel from executives representing companies like Amadeus, Expedia Inc., Marriott, Costa Cruises, and Rentalcars.com, which presented at the TravelChina Daily Conference in 2015. Among the insights include:


  • The Chinese outbound market is already bigger than the US as a source market.
  • 679,000 Chinese nationals bought cruise travel packages in 2014, accounting or half of the total of Asia.
  • Within the next 15 years, everyone in the travel industry will need to address six distinctive travel tribes that are very individualistic. Rather than grouping Chinese by demographic factors, you're looking at psychographics.
  • China is the most advanced market globally when it comes to mobile payments with WeChat and Alipay.
  • China is a very competitive, dynamic market. They are very price aware and price sensitive.


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Chinese travellers keener than ever to visit Australia

Chinese travellers keener than ever to visit Australia | The Insight Files | Scoop.it

According to a new study conducted by booking website Hotels.com, Australia is number one among Chinese travellers for the second year running, with many saying it is on the bucket list to visit over the next 12 months. Main cities, Sydney and Melbourne were number one and two on the list of top cities Chinese travellers say they would like to visit in the next year. This puts Australia's biggest cities ahead of other major global cities such as Paris, Hong Kong and Tokyo. Brisbane made it to the tenth most desired city, just after Jeju in South Korea. With the Australian dollar falling, more than 840,000 visitors from China arrived Down Under in 2014, representing an increase of more than 18% on the previous year.

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Australia is the top luxury travel destination in China

Australia is the top luxury travel destination in China | The Insight Files | Scoop.it

According to Hurun's Chinese Luxury Consumer Survey 2015, Chinese luxury travellers go on business trips for an average eight days a month. Meanwhile, the wealthier are travelling for approximately 11 days per month. Chinese luxury travellers also take 8 and 12 days of holiday leave respectively. Chinese New Year is the preferred time of travel, followed by October Golden Week and the summer holidays. For Chinese consumers, Australia is the top luxury travel destination, followed by France and the Maldives. The Peninsula Hotel replaced the Shangri-La as China's preferred hotel brand, while Aman Resorts has been named the Best Luxury Boutique Hotel Brand in Huran's Best of the Best Awards 2015.

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Avista's curator insight, May 15, 2015 11:03 AM

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Off-beat European countries get popular with American and Chinese travellers

Off-beat European countries get popular with American and Chinese travellers | The Insight Files | Scoop.it

Travellers the world over have fantasies of experiencing the vistas from the London Eye or Paris's Eiffel Tower, and make these cities the most visited in the world. This year, however, it's unsung destinations in Eastern and Central Europe gaining strong tourism momentum in Europe. A recent European Travel Commission report found Spain, Turkey and Greece saw the strongest growth on the continent overall for international arrivals this year. Click here to view the full article.

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Amadeus introduces the Chinese traveller 2.0

Amadeus introduces the Chinese traveller 2.0 | The Insight Files | Scoop.it

Amadeus says that old assumptions about what Chinese travellers want from their travel experience need to be reconsidered. Bolder, more empowered and increasingly independent, gone are the days where the only Chinese travellers you see were group tours. Chinese travellers are complex and diverse, although group tours remain important. Today we're seeing a shift from observation to participation - a growing desire to seek once-in-a-lifetime experiences and immersion in local culture rather than just ticking off must-see landmarks off a list. Also on the rise is a rejection of brands attempting to silo them into demographic groups of age and income. Find out more.

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Hoteliers to change perceptions of Chinese travellers 

Hoteliers to change perceptions of Chinese travellers  | The Insight Files | Scoop.it

Expedia Group Travel brand Hotels.com has released the fifth annual Chinese International Travel Monitor Report, providing insight into the impact of 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 per cent of Chinese travellers plan to increase or maintain spending. 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%)
  2. Cautious connectors (25%)
  3. Experience seekers (17%)
  4. Indulgers (12%)
  5. Basic pleasure seekers (21%)

 

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Australia tops Chinese travellers’ bucket list 

Australia tops Chinese travellers’ bucket list  | The Insight Files | Scoop.it

Chinese visitors have picked Australia as their top choice for their next holiday, followed by Japan, Hong Kong, South Korea and the Maldives. The ranking comes from Chinese International Monitor by hotels.com, published by Business Insider and claims most Chinese (92 per cent) prefer to visit new destinations rather than revisiting places they have already visited. Beaches, adventure and local culture rank as popular reasons why Chinese travellers choose to visit Australia, with shopping a factor that is quickly gaining popularity. Most Chinese travellers visited with friends and family, with nearly half also taking their children to Australia. Find out more. 

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Australia #1 destination for Chinese globetrotters 2016

Australia #1 destination for Chinese globetrotters 2016 | The Insight Files | Scoop.it

Travel has become the number one leisure activity for the high net worth members of the Chinese population. This year it is predicted that 132.9 million Chinese will travel overseas and spend US$322 billion while doing so. That is even an increase from last year's impressive numbers which showed 120 million Chinese, splurging US$229 billion while globetrotting abroad. However, the growth rate isn't going to stop this year - by 2020, there will be 234 million Chinese travellers embracing the world and looking for unique experiences. This article predicts the top seven travel destinations for Chinese globetrotters in 2016, with Australia being ranked in #1 position. Find out more.

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Vagabond Lifestyles's curator insight, June 1, 2016 8:15 AM
People in the travel industry really need to pay attention to this aspect of global trend
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Chinese tourists spend $229 billion in 2015

Chinese tourists spend $229 billion in 2015 | The Insight Files | Scoop.it

GfK's latest analyses of the Chinese market show that China produced 109 million outbound tourists in 2015 - with retail spend of $229 billion. This is a key milestone in China's outbound tourism history. At the same time there have been profound changes in the behaviour of the typical Chinese traveller, with Chinese Millennials firmly established as the core drivers of China's outbound tourism spending. According to GfK data, 50% of China's outbound travellers are aged 15-29 years old - the millennials group. Chinese Millennials are more ambitious than their predecessors, aged 50 and above, and more hedonistic in their willingness to spend money to indulge and pamper themselves. Chinese Millennials also cherish freedom more than their parents or grandparents, desiring the ability to pursue their passions and go after meaningful, adventurous and exciting adventures. They are also technically savvy with almost everyone owing a smartphone and being highly involved in sharing experiences on social media. Find out more.

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Chinese New Year 2016: New trends

Chinese New Year 2016: New trends | The Insight Files | Scoop.it

Chinese New Year is the most important festival in Chinese culture. It is traditionally a time for family reunions, as well as gift exchange between families, friends and business contacts. Modern life has naturally changed some aspects of annual Lunar New Year festivities but a tendency to splurge on fine food, extravagant fashion items and overseas travel remains. According to data from Bloomberg in 2015, Chinese consumers undertook 2.8 billion trips during the Chinese New Year period, with close to 5.2 million Chinese - a 10% year-on-year growth in number - taking outbound trips during the holiday compared with 46.3 million trips of 80km or more from home for Americans during Thanksgiving. The Lunar New Year is celebrated not only in countries with a large Chinese population like Hong Kong, Malaysia and Singapore, but also throughout the world. Find out the key trends associated with the Year of the Monkey.

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Asia the fastest growing cruise market worldwide

Asia the fastest growing cruise market worldwide | The Insight Files | Scoop.it

Asia is the fastest-growing cruise market in the world, and international cruise lines are building partnerships with Chinese companies to create experiences custom-tailored to the Chinese cruiser. Most cruise companies have created specialised brands for the Chinese market, but MSC Cruises is looking to retain its brand internationally. While MSC Cruises has had a presence in China since 2010, its new agreement with Caissa Touristic Group, will customise the cruising experience for the Chinese market. Competition in the Chinese cruise market continues to heat up as more Chinese have started cruising. Royal Caribbean Cruises signed a deal with Ctrip last November to form a joint venture called SkySea Cruises. Find out more.

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Chinese affluents research at home before purchasing abroad

Chinese affluents research at home before purchasing abroad | The Insight Files | Scoop.it

Chinese consumers have become among the most knowledgeable and the highest spending affluent group in the world. There are approximately 2.9 million luxury consumers in Mainland China, most of whom are doing their research and decision making in China prior to the purchasing of products in other countries, forcing brands to embed themselves in Chinese marketing tactics, such as social media and word of mouth. The integration of brands into China is not  necessarily to sell a product, but rather to sell the image that will resonate with affluent on trips to other countries. This article includes an interview with Rupert Hoogewerf, chairman and chief researcher at Hurun Report, Shanghai. Find out more.

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Big-spending Chinese luxury travellers heading to Asia for breaks

Big-spending Chinese luxury travellers heading to Asia for breaks | The Insight Files | Scoop.it

High-earning, well-educated Chinese spend an average of US$4,500 on annual trips, and nine in 10 travelled to Asia for holidays in the last 12 months. These findings were revealed in the GfK Luxury Travellers online survey, which polled 300 Chinese travellers with high household income (US$10,000 and above per month). Around four-fifths (80%) of respondents said they travelled out of China at least twice and up to four times in the past year, spending an average of US$5,800 on flights and accommodation and US$5,600 on miscellaneous purchases during each trip. Click here to view the survey's overall findings.

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Most popular destinations for Chinese travellers

Most popular destinations for Chinese travellers | The Insight Files | Scoop.it

Australia has made it on to travel website TripAdvisor’s list of the top 20 most popular destinations for outbound mainland Chinese travellers, taking out the 17th spot. While short haul destinations within the Asia Pacific region such as Thailand, Taiwan and Japan rank highly on the list, drawing tens of millions of mainland tourists a year, Chinese travellers are increasingly looking at destinations in Australia, North America and Europe, driven by a desire to broaden their world view. While Sydney and Melbourne take first and second place as the most popular Australian destinations for outbound Chinese travellers, destinations in Queensland are also becoming popular destinations for Chinese tourists with Airlie Beach, Gold Coast and Cairns ranking amongst the top five.

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Brittany Ortiz's curator insight, December 15, 2014 1:17 PM

Its intersting to see how Australia has made itself a very popular tourism attraction. Its cool to see how it has become a popular tourism place for Chinese travelers. I would hope for one day to travel there and see Australia. Also in the article, it was intersting to see how it has becomed and aspirational place.