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市場調查報告書

中國的假日的生活方式

Holiday Lifestyles - China - February 2014

出版商 Mintel China 商品編碼 297627
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國的假日的生活方式 Holiday Lifestyles - China - February 2014
出版日期: 2014年02月28日 內容資訊: 英文
簡介

本報告提供中國的假日生活方式的相關調查、市場背景、市場推動成長因素與阻礙、消費者趨勢,及主要的問題點等的分析,為您概述為以下內容。

第1章 簡介

第2章 摘要整理

第3章 背景:中國的勞工的休假制度

第4章 變化的假日生活方式的促進要素

  • 國家經濟的成長
  • 中產階級的崛起
  • 讓旅遊觀光事業前進的積極的政府政策
  • ADS(Approved Destination Status)方案
  • 個人旅遊的放鬆管制(Individual Visit Scheme)
  • 國家旅遊觀光事業、休閒概要
  • 年輕的中國人旅客的登場
  • 線上的劇增刺激旅遊需求
  • 基礎設施開發的改善刺激地方旅遊
  • 道路/高速公路
  • 鐵路
  • 海運
  • 航空

第5章 假日生活方式的障礙

  • 勞工的帶薪休假嚴格執行的不足
  • 對中國人的海外旅行的ADS的影響

第6章 消費者:過去12個月的休假期間

  • 要點
  • 多數1年至少取得1週的休假
  • 管理人員的白領階層勞工取得更長的休假的趨勢
  • 國內旅遊對短休來說是受歡迎的選項
  • 受訪者半數沒有在休假時去過海外

第7章 消費者:休假的類型

第8章 消費者:旅遊的同伴

第9章 消費者:今後12個月的旅遊計劃地

第10章 消費者:決定休假目的地時的重要因素

第11章 消費者:對休假的態度

第12章 主要課題:中國人旅客的各種簡介

第13章 主要的問題:根據正確的目的地把旅客的類型論做為目標

第14章 主要的問題:如何從個人旅客得到利益

第15章 主要的問題:為了吸引中國旅客利用附加價值服務

第16章 附錄:過去12個月的休假的期間

第17章 附錄:過去12個月由於國內的休假被取了的休假的類型

第18章 附錄:過去12個月間在海外的休假中安排的休假類型

第19章 附錄:過去12個月的個人旅客

第20章 附錄:今後12個月的旅遊計劃地

第21章 附錄:決定休假目的地的重要要素

第22章 附錄:休假的支出態度

第23章 附錄:詳細分析

目錄

“Chinese travellers are now more complicated than they were in previous years; holiday operators/destinations therefore need to identify and map out the diverse needs and wants of Chinese travellers from different demographics and typologies in order to be able to offer them customised holiday products and services.” Lui Meng Chow, Research Analyst.

This report looks at the following areas:

  • What are the typologies of Chinese travellers and how can holiday companies better target them?
  • Given that not everyone can afford to, or wants to travel on overseas luxury/prestige holidays, what range of products should be offered by holiday operators?
  • What can domestic holiday operators do to meet the diverse needs of these increasingly sophisticated travellers?
  • There is also a growing trend towards young Chinese travellers who, like their Western backpacker counterparts, want to put together their own itinerary and are looking to travel on a low budget. What can holiday companies provide for these travellers?
  • What factors do Chinese travellers consider when it comes to deciding on their holiday destinations? What can holiday operators do to improve so that their products or services are more appealing to Chinese travellers?

The remarkable change in Chinese consumers' holiday lifestyles and tourism growth is largely due to the relaxation of the government's previous restrictions on outbound travel, the introduction of government policies to increase Chinese leisure time and the rise of a Chinese middle class with higher disposable income.

Overseas destinations are anticipating that crowds of Chinese travellers will spend money, in their hotels, airports and malls, and international retailers are hiring Chinese-speaking sales staff or concierge services in those countries relaxing their visa procedures and co-operating with their holiday marketing to maximise on the potential for Chinese tourism.

The impact of rising incomes, and changing Chinese spending habits on leisure and holidays have seen the holiday/leisure industry move its focus from providing low-quality group tours to offering customised holiday products and services. Chinese travellers now have more complex wants and needs from their travel, thus holiday operators/destinations will need to take these diverse needs and expectations into account in order to target and tailor their products and services accordingly.

Table of Contents

1. Introduction

  • Definition
  • Report structure
  • Methodology
  • Abbreviations

2. Executive Summary

  • The consumer
  • The consumer - Length of holidays in the last 12 months
    • Figure 1: Length of holidays, November 2013
  • The consumer - Types of holidays
    • Figure 2: Types of holidays taken during domestic and overseas holidays, November 2013
  • The consumer - Travelling companions
    • Figure 3: Travel companions in the last 12 months, November 2013
  • The consumer - Places plan to travel to in the next 12 months
  • The consumer - Important factors when deciding a holiday destination
  • The consumer - Attitudes towards taking holidays
  • Key issues
  • Key issues - Different profiles of Chinese travellers
    • Figure 4: Target groups, November 2013
  • Key issues - Targeting traveller typologies with the right destinations
  • Key issues - How to profit from independent travellers
  • Key issues - Using value-added services to appeal to Chinese travellers
  • What we think

3. Background - The Workers' Holiday System in China

  • Figure 5: Chinese official national holiday schedule for 2014
  • Figure 6: paid annual leave for chinese workers (as of February 2014)

4. Drivers of Changing Holiday Lifestyles

  • Growing national economy
    • Figure 7: China annual GDP and year-on-year growth rate, 2004-13
  • Rise of the middle class
  • Positive government policies advance tourism
  • Approved Destination Status Scheme
    • Figure 8: Countries with approved destination status, December 2012
  • Individual Visit Scheme
  • Other policies that boost tourism
  • The outline for National Tourism and Leisure
  • Emerging Chinese youth travellers
  • Online exposure triggers the travelling demand
  • Improving infrastructure development stimulates regional travelling
    • Figure 9: Passenger traffic in China, 2012
  • Road/highway
  • Rail
  • Water
  • Air

5. Barriers to the Holiday Lifestyle

  • Lack of enforcement on workers' paid vacation days
  • Impact of ADS on Chinese outbound travel

6. The Consumer - Length of Holidays in the Last 12 Months

  • Key points
  • The majority take holidays for at least one week per year
    • Figure 10: Length of holidays, November 2013
  • Management white-collar workers are more likely to have longer holidays
    • Figure 11: Length of holidays, by type of company/organisation, November 2013
    • Figure 12: Length of holidays, by profession, November 2013
  • Domestic destinations are popular options for short breaks
    • Figure 13: Total length of holidays, by selected demographics, November 2013
    • Figure 14: Number of nights spent in a hotel in China, for leisure/personal purposes, August 2013
  • Half of respondents haven't been overseas on holiday
    • Figure 15: Agreement with the statement ‘I haven't had an overseas holiday in the last 12 months', by age and monthly personal income, November 2013

7. The Consumer - Types of Holidays

  • Key points
  • Rural and city breaks most popular domestically and overseas
    • Figure 16: Types of holidays taken during domestic and overseas holidays, November 2013
  • Family holidays with children
  • Mapping types of holiday according to children's age and gender
    • Figure 17: Types of holidays taken during domestic and overseas holidays, November 2013
  • Targeting couples without children
  • Young adults' and singletons' holidays

8. The Consumer - Travelling Companions

  • Key points
  • Chinese travelling is mostly family-oriented
    • Figure 18: Travel companions in the last 12 months, November 2013
  • 20-29-year-olds likely to travel with friends or by themselves
    • Figure 19: Person travelled with in the last 12 months, by age, November 2013

9. The Consumer - Places Plan to Travel to in the Next 12 Months

  • Key points
  • Hong Kong, Taiwan and Macau destinations enjoy the highest popularity
    • Figure 20: Average yield per RPK for destinations market segment, 2010-12
    • Figure 21: Domestic destinations plan to travel to in the next 12 months, November 2013
    • Figure 22: Places plan to travel to in the next 12 months, by monthly personal income group, November 2013
  • Other domestic destinations in China
    • Figure 23: China - Volume of passenger traffic, by location of origin and purpose, 2007-12
  • SEA countries and seaside/beach/island are popular overseas destinations
    • Figure 24: Overseas destinations plan to travel to in the next 12 months, November 2013
  • High income earners prefer Europe, Australia/New Zealand as overseas destinations
  • 10.The Consumer - Important Factors When Deciding a Holiday Destination
  • Key points
  • Natural scenery, public security and a clean environment are the top influences when choosing destinations
    • Figure 25: Important factors when deciding a holiday destination, November 2013

11. The Consumer - Attitudes towards Holidays

  • Key points
  • Many using annual leave to go on holiday
  • About eight in 10 prefer to take independent holidays
  • Holiday as an opportunity to socialise
    • Figure 26: Attitudes towards holidays, November 2013

12. Key Issue - Different Profiles of Chinese Travellers

  • Key points
  • Traveller profiles and attitudes towards holidays across the four segment groups
    • Figure 27: Target groups, November 2013
  • Active Travellers
  • Experienced and flexible in travel arrangement...
  • ...thus they can go for any kind of holiday
  • Strong interest in overseas holidays
  • Active in socialising during holidays
  • Unwinders
  • Willing to spend on a relaxing holiday and indulge
  • Like to have domestic short breaks
  • Holiday is an opportunity to connect with family
  • Budget Travellers
  • Low-budget travelling
  • Domestic destinations preferred
  • More likely than other groups to travel with friends or alone
  • Travel experience is more important than travel distance
  • Unlikely to make last-minute bookings
  • Amateurs
  • Do not use personal/annual leave
  • More willing to follow group tours as they are inexperienced in travelling
  • Lukewarm feelings towards holidays in general
    • Figure 28: Any agree with attitudes towards spending holidays, by target groups, November 2013
  • What does it mean?

13. Key Issue - Targeting Traveller Typologies with the Right Destinations

  • Key points
  • Domestic destinations
    • Figure 29: Domestic places plan to travel to in the next 12 months, by target groups, November 2013
  • Specialised holiday products offer opportunities to target Active Travellers and Unwinders
    • Figure 30: Types of holidays taken during domestic holidays, by target groups, November 2013
  • Domestic low-cost sightseeing and experience holidays for Budget Travellers
  • Overseas destinations
  • SEA destinations can cultivate overseas interest among low earners
    • Figure 31: Monthly personal income of four target groups, November 2013
    • Figure 32: Overseas places plan to travel to in the next 12 months, by target groups, November 2013
  • High earners developing an interest in Europe, Australia/New Zealand and the US/Canada
    • Figure 33: Holiday spending, April 2012
  • Overseas holiday types preferred by Active Travellers
    • Figure 34: Types of holidays taken during overseas holidays, by target groups, November 2013
  • More innovative relaxing overseas holidays are required to target Unwinders
  • Resort and wellbeing holidays
  • What can overseas destinations do to target Budget Travellers and Amateurs?
  • What does it mean?

14. Key Issue - How to Profit from Independent Travellers

  • Key points
  • Change of tourism rules provides independent travel opportunities
  • Gap years and working holidays providing independent travel opportunities
  • Co-operation of operators to offer passes and memberships
  • Sharing through online social media networks
  • Emerging self-drive holiday trend amongst the middle class
    • Figure 35: Middle class car ownership and plans to purchase cars, March 2013
  • What does it mean?

15. Key Issue - Using Value-added Services to Appeal to Chinese Travellers

  • Key points
  • Different factors to consider across traveller typologies
    • Figure 36: Important factors when deciding a holiday destination, by target groups, November 2013
  • Convenience of transport connections at destinations
  • Food guides help to improve travellers' interest in destinations
  • Family-friendly services help parents and kids to enjoy their holidays
  • Providing language assistance services to Chinese travellers
  • What does it mean?

16. Appendix - Length of Holidays in the Last 12 Months

  • Figure 37: Length of holidays, 1-15 days, November 2013
  • Figure 38: Length of holidays, 16 or more days, November 2013
  • Figure 39: Length of holidays, 1-15 days, - Any/both, by demographics, November 2013
  • Figure 40: Length of holidays, 16 or more days - Any/both, by demographics, November 2013
  • Figure 41: Length of holidays - Domestic holidays, 1-15 days, by demographics, November 2013
  • Figure 42: Length of holidays - Domestic holidays, 16 days or more, by demographics, November 2013
  • Figure 43: Length of holidays - Overseas holidays, 1-15 days, by demographics, November 2013
  • Figure 44: Length of holidays - Overseas holidays, 16 days or more, by demographics, November 2013

17. Appendix - Types of Holidays Taken During Domestic Holidays in the Last 12 Months

  • Figure 45: Types of holidays taken during domestic holidays, November 2013
  • Figure 46: Most popular types of holidays taken during domestic holidays, by demographics, November 2013
  • Figure 47: Next most popular types of holidays taken during domestic holidays, by demographics, November 2013
  • Figure 48: Other types of holidays taken during domestic holidays, by demographics, November 2013

18. Appendix - Types of holidays Taken during Overseas Holidays in the Last 12 Months

  • Figure 49: Types of holidays taken during overseas holidays, November 2013
  • Figure 50: Most popular types of holidays taken during overseas holidays, by demographics, November 2013
  • Figure 51: Next most popular types of holidays taken during overseas holidays, by demographics, November 2013
  • Figure 52: Other types of holidays taken during overseas holidays, by demographics, November 2013

19. Appendix - Person Travelled with in the Last 12 Months

  • Figure 53: Person travelled with in the last 12 months, November 2013
  • Figure 54: Most popular person travelled with in the last 12 months, by demographics, November 2013
  • Figure 55: Next most popular person travelled with in the last 12 months, by demographics, November 2013
  • Figure 56: Other person travelled with in the last 12 months, by demographics, November 2013

20. Appendix - Places Plan to Travel to in the Next 12 Months

  • Figure 57: Places plan to travel to in the next 12 months, November 2013
  • Figure 58: Places plan to travel to in the next 12 months, by demographics, November 2013
  • Figure 59: Most popular places plan to travel to in the next 12 months - Domestic destinations, by demographics, November 2013
  • Figure 60: Next most popular places plan to travel to in the next 12 months - Domestic destinations, by demographics, November 2013
  • Figure 61: Most popular places plan to travel to in the next 12 months - Overseas destinations, by demographics, November 2013
  • Figure 62: Next most popular places plan to travel to in the next 12 months - Overseas destinations, by demographics, November 2013
  • Repertoire analysis - Domestic and overseas destinations
    • Figure 63: Repertoire of domestic and overseas destinations plan to travel in the next 12 months, November 2013
    • Figure 64: Repertoire of domestic and overseas destinations plan to travel in the next 12 months, by demographics, November 2013
  • Repertoire analysis - Domestic destinations
    • Figure 65: Repertoire of domestic destinations plan to travel in the next 12 months, November 2013
    • Figure 66: Repertoire of domestic destinations plan to travel in the next 12 months, by demographics, November 2013
  • Repertoire analysis - Overseas destinations
    • Figure 67: Repertoire of overseas destinations plan to travel in the next 12 months, November 2013
    • Figure 68: Repertoire of overseas destinations plan to travel in the next 12 months, by demographics, November 2013

21. Appendix - Important Factors to Decide a Holiday Destination

  • Figure 69: Important factors when deciding a holiday destination, November 2013
  • Figure 70: Most popular important factors when deciding a holiday destination, by demographics, November 2013
  • Figure 71: Next most popular important factors when deciding a holiday destination, by demographics, November 2013
  • Figure 72: Other important factors when deciding a holiday destination, by demographics, November 2013

22. Appendix - Attitudes towards Spending Holidays

  • Figure 73: Attitudes towards spending holidays, November 2013
  • Figure 74: Agreement with the statement ‘Taking personal/annual leave for holiday is better than going on public holidays', by demographics, November 2013
  • Figure 75: Agreement with the statement ‘What defines a good holiday is the experiences you obtain from it rather than how far the destination is', by demographics, November 2013
  • Figure 76: Agreement with the statement ‘Travelling on an independent holiday costs less than group tour holidays', by demographics, November 2013
  • Figure 77: Agreement with the statement ‘It is worth sacrificing on cheaper holiday accommodation and spending the extra money on other expenses', by demographics, November 2013
  • Figure 78: Agreement with the statement ‘Holidays are a good opportunity to indulge', by demographics, November 2013
  • Figure 79: Agreement with the statement ‘Holidays should be a time to relax rather than having a busy itinerary', by demographics, November 2013
  • Figure 80: Agreement with the statement ‘Holidays are a great opportunity to socialise and connect with my family/friends', by demographics, November 2013
  • Figure 81: Agreement with the statement ‘It is fun to meet/communicate with other travellers during holidays', by demographics, November 2013
  • Figure 82: Agreement with the statement ‘Only overseas holidays are ‘real holidays' that can provide you with a totally different experience', by demographics, November 2013
  • Figure 83: Agreement with the statement ‘I prefer to arrange independent holidays myself than taking part in a tour group', by demographics, November 2013
  • Figure 84: Agreement with the statement ‘I don't mind following the others' decisions during holidays', by demographics, November 2013
  • Figure 85: Agreement with the statement ‘It is easier to plan your holiday activities when arriving at the destination rather than planning in advance', by demographics, November 2013

23. Appendix - Further Analysis

  • Figure 86: Target groups, November 2013
  • Figure 87: Target groups, by demographics, November 2013
  • Figure 88: Length of holidays, by target groups, November 2013
  • Figure 89: Types of holidays taken during domestic holidays, by target groups, November 2013
  • Figure 90: Types of holidays taken during overseas holidays, by target groups, November 2013
  • Figure 91: Person travelled with in the last 12 months, by target groups, November 2013
  • Figure 92: Places plan to travel to in the next 12 months, by target groups, November 2013
  • Figure 93: Important factors to decide a holiday destination, by target groups, November 2013
  • Figure 94: Attitudes towards spending holidays, by target groups, November 2013
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