At 31% of China’s population and 60% of its outbound travelers, millennials are arguably the most important demographic in Chinese tourism. In last week’s webinar, we looked at who Chinese millennials are, how they differ from older generations of Chinese tourists, their similarities and differences to Western millennials, and the most effective channels and strategies for marketing to them.
Here are some of the most important points to understand about Chinese millennials’ travel preferences and behavior:
1. They are adventurous, independent and interested in unique experiences, making them significantly different than earlier generations of Chinese tourists.
2. They are strongly influenced by their own peer group, as well as by key opinion leaders (KOLs).
3. They are digital natives, and the dominant users of social media, online video platforms and travel review sites.
4. Connectivity is key – they post their travel experiences online, so helping them to stay connected will help generate valuable word-of-mouth marketing.
5. For now, they are primarily focused on Asian locations like Thailand and Japan, but they have an interest in new and diverse destinations.
6. They are price conscious and very responsive to travel deals.
For more information, please see our article on 8 marketing rules for Chinese millennial outbound travelers. If you missed the webinar or would like to review it, a recording of the presentation is now available above and on YouTube. If you are also interested in receiving the PPT slides, please email us at firstname.lastname@example.org.
Next month’s webinar focuses on B2B marketing strategies and the most effective ways to engage and work with the Chinese travel trade. It will be held on Wednesday, 22 November, at both 10am and 5pm London time, to accommodate attendees in different time zones, and is free to attend. For more information and to register, click here.