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Before the pandemic, Trip.com Group offered an “Around the World” package that was priced at a staggering $250,000. It was an instant sensation, and sold out in a mere 17 seconds.
Those days are gone. But there’s still plenty of growth to be had. You just need to understand the new Chinese traveler.
“If there is one country in the world that has not taken revenge travel outbound, it is mainland China,” said Boon Sian Chai, managing director and vice president of international markets at Trip.com Group.
Step one would be restoring outbound flights with total capacity still at 50% of 2019 levels. When that is resolved, Chai identified several other shifts travel companies need to be aware of.
Longer Booking Windows
Booking windows have lengthened as consumers display increased confidence in planning ahead, Chai said to Skift.
The booking window for Hong Kong was typically 7 to 9 days in 2019-2022, but during this year’s Golden Week holiday, it was as long as 27 days, he said.
“The upcoming Chinese New Year holiday in February will last for nine days. While it may seem like there’s ample time to prepare, hotels and travel partners should start their preparations early for this extended break,” he said.
The New Chinese Traveler Wants Experiences, Not Bucket Lists
Chinese travelers are also changing their behavior. Experiential travel and cultural immersion have eclipsed the previous trend of ticking off destinations in record time.
They now seek wellness, spa, yoga activities, and retreats, valuing health and security in their travel experiences.
And as Chai said, “When you’re looking for experiential travel versus ticking off bucket lists, you would want to travel in smaller groups. Hence, traveling with friends and close family members is common.”
Hotel Rooms Plus ‘X’
In what it dubs is a growing trend, Chinese consumers are not just booking their accommodations, but also the various experiences associated with their trips.
“Traditionally, travelers moved from one point to the other, focusing primarily on securing a hotel room. However, we’ve introduced a concept we call “hotel room plus X,” Chai said.
The idea is that Trip.com now bundles hotel stays with activities, spa treatments, exhibitions and concerts, making domestic travel more comprehensive and personalized.
The key, he said, is to ensure that the experiences complement the customer’s specific preferences rather than adopting a one-size-fits-all approach.
Outbound Travel and Golden Week
While Chai acknowledged that the pandemic has indeed affected outbound travel from China greatly, but the allure of travel remains unchanged.