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1 February 2008
Hong Kong
According to a survey jointly launched by Nielsen, the leading global information and media company, and Ctrip.com, a leading Chinese online tourist service company, more than four in 10 Chinese netizens plan to take a trip over the coming 2008 Chinese Lunar New Year (CNY) break. Consumers from Guangzhou (58%) and those with a family monthly income over RMB8,000 (57%) lead the pack, with most people from these groups packing to go away over the CNY holiday.
Nielsen’s omnibus survey is conducted on a monthly basis, and is designed to monitor consumers’ opinions. This month’s online survey was conducted in late December and early January, and polled over 3,000 Chinese aged 15 – 54 across the country.
Hong Kong/Macau top domestic travel destination; France top overseas destination
As the Nielsen survey reveals, the majority (89%) of those planning to take a trip during CNY will travel domestically (including trips to Hong Kong, Macau and Taiwan). “Enjoyment of shopping and entertainment is still the main attraction for Chinese travelers, with Hong Kong and Macau topping the list of Chinese travelers’ travel destinations for one in five.” commented Dr Grace Pan Wen, Head of Nielsen China Travel and Leisure Research. “However, escaping the freezing weather and enjoying beautiful nature is also a key reason for 13 percent of domestic travelers to choose Lijiang as a destination, followed by Guilin/Yangsuo (12%) and Sanya (12%).”
Although going south is the preferred choice for a lot of Chinese domestic travelers, when it comes to long haul travel, France is their preferred destination – more than 30 percent of Chinese travelers heading overseas would like to visit France, followed by the UK (18%) and Australia (17%).
The majority plan to travel with their families
According to the Nielsen survey, more than two thirds (72%) of Chinese travelers will travel with their families for their CNY getaway.
“The Spring Festival has always been the most important traditional festival in China. It is an occasion for family reunions, and something similar to the Christmas holiday in the West,” said Dr Pan Wen. “With the rapid development of Chinese tourism in recent years, travel and leisure has become an important way of life for Chinese people and we are seeing more and more families planning to travel during the Spring Festival.”
Chinese travelers also regard this break as a reward for a year of hard work. With the help of the year end bonus, they are setting out on their travels with a bulging wallet, and budgets averaging RMB6,444* per person?.
Personalized travel increasingly popular
According to the Nielsen survey, almost half of Chinese travelers (47%) prefer to plan their own trips, booking air tickets and hotels through travel agencies such as Ctrip.
“The environment for domestic e-commerce has been greatly nourished by the rapid development of the Internet and booming Chinese tourism. In the meantime, Chinese consumers’ travel habits have been dramatically reshaped,” said Mr Tang Lan, Vice President, Marketing for Ctrip. “An increasing number of consumers prefer to plan trips on their own.”
“Ctrip members represent those Chinese travelers who are becoming more comfortable and experienced with traveling. As the online booking market gains momentum, we predict there will be more consumers turning to personalized travel planning,” continued Mr Tang Lan. “With improvements in people’s living standards, everyday travelers will have higher expectations of tour experiences and destination facilities.“
According to the Nielsen survey, reputation and service quality are the most important factors when travelers choose tourist groups.
Overwhelmingly, the availability of tickets (air or train) was the top factor influencing the choice of travel for two thirds (64%) of Chinese netizens, followed by the likelihood of scenic spots being crowded (38%). With heavy snow affecting some parts of China, the weather (34%) was also a consideration for Chinese travelers when planning their trip.
*Including all the expenses before the trip, like tour fee and air tickets as well as expenses during the trip, such as accommodation, sightseeing and shopping.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (Nielsen Online and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com
About Ctrip.com International Ltd
Ctrip.com International Ltd. is a leading travel service provider of hotel accommodations, airline tickets, packaged-tours and corporate travel in China. Ctrip also provides value added services such as preferred merchants program, travel guide and community services to its over 18,000,000 registered users. Ctrip is headquartered in Shangahi. Since its inception in 1999, Ctrip has experienced substantial growth and become one of the best-known travel brands in China.
www.nielsen.com.
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