Chinese Become World's Biggest Travel Spenders Chinese International Travel Monitor highlights big shift towards 
independent travel 
TORONTO, Aug. 21, 2013 /CNW/ - China has overtaken Germany and the USA as the 
world's biggest spenders on travel, with Chinese travellers spending US$102 
billion on international travel in 2012, an increase of over 40 per cent on 
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The second annual Chinese International Travel Monitor released today by, the world's leading hotel booking website, reveals significant 
insights into the changing behaviours of Chinese travellers and how the global 
hotel industry is adapting. 
Surveying more than 3,000 Chinese international travellers and more than 1,500 
hoteliers around the world, the report found 75 per cent of 
hoteliers globally say Chinese travellers now account for up to 5 per cent of 
their business and 45 per cent say they have experienced an increase in 
Chinese guests over last year, with the greatest increases coming in APAC (61 
per cent). Hoteliers see China as a positive growth market over the next three 
years with one in 10 expecting to see an increase of more than 50 per cent and 
almost half (47 per cent) anticipating an 11-50 per cent rise. 
According to the report the majority of overseas Chinese travel (96 
per cent) has been for leisure purposes, while just over half (52 per cent) 
have also visited other countries for business or education. 
In a growing trend, nearly two thirds (62 per cent) of Chinese travellers say 
they prefer to travel independently and not as part of a group. This 
development has been confirmed by the hoteliers surveyed, who say 70 per cent 
of Chinese guests now travel independently, compared with a much more even 
split in 2012. 
Johan Svanstrom, Managing Director of Hotels.comAsia Pacific, said, "The 2013 
Chinese International Travel Monitor (CITM) shows the move to independent 
travel identified in the CITM last year is now preferred by the majority of 
Chinese travellers. While in-roads have been made in this area, governments 
will have to take this into account when organising their visa application 
infrastructure and processes." 
In addition, the CITM highlights areas for continued improvement for 
accommodation providers. The ability to accept Chinese payment methods is seen 
as the single most important offering from hotels and over a quarter (26 per 
cent) of Chinese travellers feel this is a key area for improvement. 
Three quarters (75 per cent) of Chinese travellers say hoteliers need to 
improve the provision of translated items, such as welcome literature, 
websites, TV programmes and newspapers, while almost half (42 per cent) say 
that they would like more Mandarin speaking staff in hotels. 
Highlighting a disconnect between the desires of Chinese travellers and 
provisions made by hoteliers, a quarter (25 per cent) of hoteliers say they 
offer cultural awareness training to staff but only 11 per cent offer welcome 
materials in Mandarin. Additionally, globally, just over half (56 per cent) of 
hotels have invested less than $10,000** in developing programmes and products 
specifically catering to Chinese guests over the past 12 months. 
When it comes to researching and booking travel, personal recommendation plays 
an increasingly vital role, with almost a third (30 per cent) of Chinese 
travellers saying they rely on advice from family and friends, followed by 
online travel booking and review sites. 
More than a quarter of Chinese travellers (27 per cent) use social media to 
help them make decisions on holiday destinations, with this figure rising to 
33 per cent among younger travellers under 35. 
"These insights highlight the need for hoteliers to adapt their marketing 
strategies, with a particular focus on online and social media channels, to 
attract Chinese travelers," said Svanstrom. "While the CITM shows hoteliers 
are making positive steps towards catering to an increasingly mobile and savvy 
Chinese travel market, it also shows the need for the global hotel industry to 
adapt facilities and services to more extensively cater to the world's largest 
market of travellers." 
"In addition, programmes being implemented by many governments and tourism 
authorities to attract and facilitate for Chinese travellers are a positive 
step in the right direction, but the pace of growth in the volume of Chinese 
travellers appears to be outstripping the pace of change in the hotel 
industry," he concluded. 
*United Nations World Travel Organisation World Tourism Barometer, April 2013, 
retrieved 16 July 2013, 
**When asked 'How much money (in US$) has your property invested in programmes 
or products catering specifically to the Chinese guest over the past 12 
months, 56 per cent answered under $10,000 had been invested. 
To download the full report in English please 
About the research 
The Chinese International Travel Monitor (CITM) collects data 
directly from both Chinese international travellers and international 
The traveller's survey was commissioned in May 2013 through TNS amongst a 
representative sample of 3,000 Chinese residents in mainland China who had 
paid for accommodation on an international trip at least once in the past five 
years. The questionnaire covered topics including but not limited to travel 
behaviour, booking methods and preferences for accommodation. carried out a global survey of more than 1,500 hotel 
partners during May/June 2013. Responses were received from Argentina, 
Australia, Brazil, Canada, Colombia, Denmark, Finland, France, Germany, Hong 
Kong, India, Ireland, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, 
Russia, Singapore, Spain, Sweden, Switzerland, Taiwan, Thailand, the UK and 
the USA. 
About® known in Canada a leading online 
accommodation booking brand.Through the Expedia, Inc. global network of 
websites,, LP connects travellers with 220,000 properties around 
the world, ranging from international chains and all-inclusive resorts to 
local favourites and bed & breakfasts, together with all the information 
needed to book the perfect stay., LP benefits from one of the 
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its customers, and offers frequent sales, special deals and promotions. There 
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ST: Ontario
-0- Aug/21/2013 07:00 GMT
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