Hotels.com Chinese International Travel Monitor highlights big shift towards
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
(Logo: http://photos.prnewswire.com/prnh/20120628/540164 )
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The second annual Chinese International Travel Monitor released today by
Hotels.com, 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 Hotels.com 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 Hotels.com 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 $10,000** in developing programmes and products
specifically catering to Chinese guests over the past 12 months.
When it comes to researching and booking travel, personal recommendation plays
an increasingly vital role, with almost a third (30 per cent) of Chinese
travellers saying they rely on advice from family and friends, followed by
online travel booking and review sites.
More than a quarter of Chinese travellers (27 per cent) use social media to
help them make decisions on holiday destinations, with this figure rising to
33 per cent among younger travellers under 35.
"These insights highlight the need for hoteliers to adapt their marketing
strategies, with a particular focus on online and social media channels, to
attract Chinese travelers," said Svanstrom. "While the CITM shows hoteliers
are making positive steps towards catering to an increasingly mobile and savvy
Chinese travel market, it also shows the need for the global hotel industry to
adapt facilities and services to more extensively cater to the world's largest
market of travellers."
"In addition, programmes being implemented by many governments and tourism
authorities to attract and facilitate for Chinese travellers are a positive
step in the right direction, but the pace of growth in the volume of Chinese
travellers appears to be outstripping the pace of change in the hotel
industry," he concluded.
*United Nations World Travel Organisation World Tourism Barometer, April 2013,
retrieved 16 July 2013, http://mkt.unwto.org/en/barometer
**When asked 'How much money (in US$) 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 Hotels.com 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.
Hotels.com carried out a global survey of more than 1,500 Hotels.com 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
Hotels.com(also known in Canada asHotels.ca)is a leading online
accommodation booking brand.Through the Expedia, Inc. global network of
websites,Hotels.com, 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. Hotels.com, LP benefits from one of the
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are more than 7 millionGuest Reviewson the websites from users who have
actually stayed in the hotels to ensure customers can make an informed choice
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nights stayed at more than 85,000 hotels. Under its Price Match Guarantee†,
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athttp://www.hotels.com/deals/mobile_app/enabling customers to book on the
go with access to 20,000 last minute deals. Hotels.com publishes an
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