The annual Chinese International Travel Monitor reveals that 92% of Chinese travelers plan to spend more on vacation in the next 12 months. Therefore, China only strengthens its position of the fastest growing travel markets. Despite economic uncertainty, Chinese millennials want to spend a quarter or more of their revenues on travel.
During May 2015-2016, as many as 395 thousand Chinese travelers visited New Zealand. That is 27% more than a year ago. For the year of 2016, Chinese tourists are particularly interested in Australia, Japan and Hong Kong. Chinese travelers become more sophisticated and experienced, therefore, many hotels need to change their perception of Chinese tourists as of organized bus tour groups who need Mandarin translator and Chinese breakfast.
Experts of Chinese International Travel Monitor name five main travel personas typical for Chinese travelers. The first type is detailed explorers (25%). These are mostly people born in the 60s and 70s. They are very careful in planning their trips and are very optimistic and innovative. The next type is cautious connectors (25%). This type of Chinese travelers belongs to the same age group. These are mostly family people from lower-tier cities. As a rule, they travel with their family and loved ones, so they usually choose family-friendly hotels. The third type is called experience seekers (17%) and includes people from top-tier cities born in the 80s and 90s. These are independent and ambitious tourists who love stylish hotels and want to explore local culture, so they usually seek professional advice. The next type is called indulgers (12%). Mostly born in the 80s, these tourists like to stay at high-star hotels and demonstrate their power. They usually seek adventures. Finally, the last type is called basic pleasure seekers (21%). These are mostly millennials born in the 90s. This is the only type where women dominate. This type of travelers usually seeks value-for-money accommodation and non-material pleasure.