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1、May 20242024 CHINESE OUTBOUND TRAVELERS WHITEPAPER1With genuine appreciation,we extend our deepest gratitude to our esteemed data partners,Q,one of Chinas leading online travel platforms,and Ocean Engine,a comprehensive commercial digital marketing platform under Douyin Group.Their steadfast support

2、 has not only furnished us with invaluable insights but also paved the way for a profound understanding of the dynamic realm of Chinese outbound travel.In this intricately crafted whitepaper,we embark on an expedition of thorough analysis a journey that cuts through the post-pandemic resurgence of C

3、hinese outbound travel,probing its multifaceted dimensions with precision.We delve into a plethora of insights,illuminating the remarkable surge in Chinas outbound travel search volume and the substantial spike in demand for travel-related content.At the heart of our inquiry lies an in-depth examina

4、tion of the pivotal factors driving Chinas tourism recovery.From preferential policies breathing new life into the sector to the reinstatement of visa and passport issuances,we dissect the intricacies of pre-and post-pandemic travel trends,unearthing shifts in peak seasons,top outbound destinations,

5、and the evolving preferences of Chinese travelers.Furthermore,we scrutinize spending patterns in travel and retail sectors,providing detailed analyses of expenditure changes pre-and post-pandemic.From dissecting travel expenses by city tiers to unraveling retail expenditure during outbound trips,we

6、shed light on the economic complexities shaping the landscape of Chinese outbound travel.As we navigate the ever-shifting landscape of Chinese outbound travel,we offer insights into emerging travel priorities and tech-driven trends poised to reshape tourism in 2024.From the emergence of novel travel

7、 destinations to the seamless integration of AI and chatbots into tourism services,we anticipate and prepare for the future of travel.In presenting this whitepaper,we aim to furnish businesses with a comprehensive resource to navigate the intricacies of the Chinese outbound travel market.May the ins

8、ights contained herein serve as a beacon,igniting innovation,propelling growth,and fostering enduring connections in this dynamic and ever-expanding landscape.FOREWORD FROM ICLICKFrankie HoPresident,International BusinessiClick Interactive Asia Group Limited2 2024 iClick Interactive Asia Group Limit

9、ed.All rights reserved.3Q expresses sincere gratitude for the esteemed invitation to contribute our insights to this whitepaper.As a prominent online travel platform in China,Qunar stands at the forefront of the travel industry in China,boasting millions of downloads and a substantial user base.Our

10、platform offers access to a diverse range of travel products,including airlines,hotels,curated routes,scenic spots,and insights from travel influencers.Since its establishment in 2005,Qunar has played a pioneering role in Chinas travel landscape.In recent years,our commitment to innovation has drive

11、n the integration of artificial intelligence to elevate user satisfaction.Through our precision strategy,we target users based on travel behavior and consumption patterns,delivering impactful advertisements.This strategy extends beyond online platforms,reaching travelers in offline settings to creat

12、e meaningful connections during their travel experiences.Therefore,we are excited about sharing valuable insights that contribute to a deeper understanding of Chinas outbound tourism landscape and future trends.As international travel experiences a heartening resurgence in the post-pandemic era,we o

13、bserved a notable shift among travelers for long-haul journeys and a deeper immersion in their destinations.This shift towards flexibility and heightened expenditure on individual trips underscores a significant change in post-pandemic traveler behaviors.Moreover,there is a notable emphasis on cultu

14、ral tourism,along with a rising trend in the integration of technology like artificial intelligence in the travel industry.In collaboration with iClick,we strive to provide concise yet impactful observations on the revitalizing travel landscape and the evolving dynamics of travel retail.Our collecti

15、ve objective is to offer stakeholders insightful perspectives that illuminate the promising trajectory ahead for the tourism sector.By delving into the comprehensive insights shared by Qunar in this whitepaper,brands and marketers can hopefully gain a profound understanding of Chinese consumers outb

16、ound tourism dynamics.Qunars unique perspective can help brands tailor their offerings to align seamlessly with the preferences and expectations of Chinese travelers as well as equip marketers with actionable insights to craft culturally resonant campaigns and enhance digital experiences,ensuring a

17、competitive edge in engaging the discerning Chinese outbound tourists.COMMENTARY FROM QUNAR.COMCandy WangPresidentQCOMMENTARY FROM QUNAR.COMThe winter in Harbin emerged as a sensation,with five million Douyin check-in videos in just three months,turning Northeast China into a viral travel hotspot.Ov

18、er the New Year holiday,the buzz translated into a staggering RMB 6 billion in revenue a testament to Douyins powerful influence.Boasting over 450 million travel enthusiasts,Douyin is a thriving video-sharing platform where users not only indulge in travel content but also instantly book their next

19、escapade.Eager to consume travel videos,livestreams,and capture their own adventure-laden memories,users have grown accustomed to scrolling through feeds and watching live broadcasts,only to stumble upon their next travel destination and instantly book their future exploration.This trend signals a s

20、hift in how Chinese travelers are making purchase decisions,with high-quality content driving both engagement and sales.Over 54 million users are keen on international travel.Both domestic and international travel businesses are racing to establish their presence on Douyin with various outbound trav

21、el-related enterprise accounts including attractions,hotels,airlines,online and offline travel agencies.These enterprise accounts in the outbound tourism sector have garnered a fan base of over 8.73 million,recognizing the platform as a key battlefield for marketing and operations.Therefore,Douyins

22、unique position as a hub for travel enthusiasts provides an unrivaled opportunity to tap into the pulse of consumer interests.Furthermore,in this whitepaper,we highlight our successful marketing campaign with Tourism Australia to demonstrate how strategic campaigns on Douyin can lead to rapid audien

23、ce growth and engagement.By comprehending the preferences of Douyin users,brands can customize their offerings to align seamlessly with the desires and expectations of Chinese travelers.Douyins best practices,which prioritize long-term relationship-building,effective attention capture,and the inspir

24、ation of user-generated content,also offer actionable insights for brands aiming to create a lasting impact.These strategies extend beyond generating interest,fostering a connection that has the potential to result in meaningful conversions.In essence,Douyins insights,featured prominently in this wh

25、itepaper,are a valuable asset for stakeholders,providing actionable insights that can shape effective marketing strategies and drive success in the dynamic realm of Chinese outbound tourism.Prepare to discover the Douyin effect where every click can lead to the next great adventure.COMMENTARY FROM O

26、CEAN ENGINE4 2024 iClick Interactive Asia Group Limited.All rights reserved.Candy WangPresidentQ5TABLE OF CONTENTSForeword from iClick 2 Commentary from Q 3Commentary from Ocean Engine 4Editorial Desk 7Methodology 81.Insights into Chinas Post-pandemic Travel Resurgence 92.Chinas Post-pandemic Travel

27、 Trends 173.Travel and Retail Spending:Pre-and Post-pandemic Trends 234.Detailed Analysis of Chinese Traveler Types 275.Popular Digital Platforms Used by Chinese Travelers 436.Chinese Outbound Travel Outlook 726 2024 iClick Interactive Asia Group Limited.All rights reserved.EDITORIAL DESK72024 Chine

28、se Outbound Travelers WhitepaperEditor in Chief Frankie HoEditor DirectorEric ChengDirector,Business Content John Lo Director,Travel Content Cody ChanDirector,Media ContentStarla XinDirector,Brand and Digital ContentPhyllis Wong Senior Editor,Travel ContentCarrie HuiiClick Interactive Asia Group Lim

29、ited.All rights reserved.Nothing be reprinted or reproduced in whole or in part without written permission from the publisher.METHODOLOGY8Third-Party Reports and Media ReviewiClick worked with a market research firm to review third-party research reports,conduct a thorough media review regarding tra

30、vel in China,analyze data and statistics from public organizations to assemble a coherent overview of the Chinese travel market and traveler consumption habits.2024 iClick Interactive Asia Group Limited.All rights reserved.Partner Data Analysis:Qunar and Ocean EngineiClick partnered with industry le

31、aders Qunar and Ocean Engine leveraging their extensive datasets.We conducted a thorough analysis to uncover insights into consumer behavior and market dynamics,extracting meaningful patterns and trends.91.1 Remarkable Increase in Chinas Outbound Travel Volume1.2 SignificantGrowthinDemandfor Travel-

32、related Content1.3 StrongOutboundTravelGrowth1.4 Key Drivers of Chinas Tourism Recovery 1.4.1 Preferential Policies to Revitalize the Tourism Sector 1.4.2 Easing of Travel Restrictions 1.4.3 Enhanced Flight Capacity for Popular Travel Destinations 1.4.4 Rising Per Capita Income 1.4.5 Resumption of V

33、isa and Passport IssuancesINSIGHTS INTO CHINAS POST-PANDEMIC TRAVEL RESURGENCE110 2024 iClick Interactive Asia Group Limited.All rights reserved.1.1Source1 China to manage COVID-19 with measures against Class B infectious diseases https:/ 2 Qunar 2023 Travel Data Report1.1 Remarkable Increase in Chi

34、nas Outbound Travel Volume Chinas outbound tourism has been steadily recovering since January 8th 2023 as COVID-related travel restrictions eased,a trend mirrored by the surge in travel volume on Q,one of Chinas leading online travel platforms.1 Qunars data indicates that the travel volume of Chines

35、e tourists has now rebounded to match the same levels observed in the second half of 2019,peaking during the 2023 Labor Day period,with a recovery of 120.0%compared to the same period in 2019.2Percentage of Travel Volume between 2020 and 2023Source:Qunar 2023 Travel Data Report2020402060801001202021

36、20222023Year39%47%51%79%75%95%103%99%70%74%68%87%61%89%120%113%106%67%Qingming FestivalLabor DayDragon boat FestivalNational DayChines New YearLabor DayDragon boat FestivalNational DayChines New YearQingming FestivalLabor DayDragon boat FestivalNational DayTill 2023 H2,travel volume recovered over s

37、ame period in 2019Chines New YearQingming FestivalLabor DayDragon boat FestivalNational DayTravel Volume Recovery Rate SignificantGrowthinDemandforTravel-relatedContent There has been a significant increase in demand for travel-related content on Douyin,Chinas leading destination for short-form mobi

38、le videos.In the fourth quarter of 2023,travel-related content ranked third among all content categories in terms of year-on-year growth at 115.3%.3Content Published across Various Industries on Douyin(Q4 2022 vs.Q4 2023)Q4 2022 Q4 2023100FoodSnapshotsFashionAnimalTravelACGTechnologyTV seriesCulture

39、Entertainment200300400500In MillionGrowth RateIndustryIndustry01.21.2GrowthRatesofContentPublishedacrossVariousIndustriesonDouyin(Q42022vs.Q4 2023)Source:Ocean Engine 2023 Travel Data ReportSource:Ocean Engine 2023 Travel Data ReportEntertainmentSnapshotsTravelTV seriesFashionACGCultureFoodTechnolog

40、yAnimal0502%297.13479.66187.88448.48146.16252.24126.0675.89163.3886.38142.6037.2659.7223.9946.1324.5339.674.3412.68189.40139%115%92%73%65%62%61%60%50%Source3 Ocean Engine 2023 Travel Data Report1112From November 2022 to November 2023,there has been a notable 175.0%growth in the number of

41、outbound tourism-related content creators,as well as increases in broadcasts,likes,comments,and shares,with growth rates of 164.0%,189.0%,118.0%and 299.0%during the same period respectively.The increasing interest in outbound tourism is expected to continue in 2024,with peaks expected around specifi

42、c periods such as Labor Day,National Day,and winter and summer vacations.During the fourth quarter of 2023,the number of travel enthusiasts(users who liked travel-related content at least five times per month)on Douyin exceeded 450 million,marking a year-on-year growth of 23.0%.During the same perio

43、d,the number of travel enthusiasts who are interested in outbound tourism specifically has increased from 38 million to nearly 54 million,an increase of 41.0%from the fourth quarter of 2022.StrongOutboundTravelGrowth2023 saw Chinese tourism rates start to bounce back,with around 10.41 million outbou

44、nd tourists in August,reaching a recovery rate of 57.4%compared to 2019.4 According to the National Immigration Administration of China,throughout this years Mid-Autumn Festival and the National Day holidays,a total of 11.82 million individuals entering and exiting the country were recorded,averagin

45、g 1.48 million per day.This marks a notable increase of 2.9 times compared to the same period last year and accounts for 85.1%of the number recorded during the same period in 2019.Among these individuals,around 5.95 million were outbound travelers.5Meanwhile,Chinas domestic spending was showing grow

46、th,exemplified by retail sales of consumer goods reaching RMB 4.25 trillion(USD 5,935.75 billion)with a year-on-year growth of 10.1%in November 2023.6 Source4 2023 China Outbound Tourism Industry Development Report https:/ The average number of inbound and outbound travelers per day during the Mid-A

47、utumn Festival and National Day holidays https:/ The total retail sales of consumer goods increased by 10.1%in November 2023 https:/ Growth RateCategory 2024 iClick Interactive Asia Group Limited.All rights reserved.1.3Source:Ocean Engine 2023 Travel Data ReportSocialMediaEngagementGrowthRatesofOutb

48、oundTravelContentonDouyin(Jan to Nov 2022 vs.Jan to Nov 2023)Shares299%189%175%164%118%LikesCreatorsViewsComments300250013Source7 The number of countries and regions for outbound group tours has increased to 138 https:/ Chinese Outbound and Inbound Travel Rules Roundup https:/ Notice on t

49、he pilot resumption of travel agencies operating outbound group tourism for Chinese citizens to relevant countries https:/ Notice on the pilot resumption of travel agencies operating outbound group tourism for Chinese citizens to relevant countries (second batch)https:/ Notice on the pilot resumptio

50、n of travel agencies operating outbound group tourism for Chinese citizens to relevant countries (third batch)https:/ Emphasizing the development of inbound and outbound travel to increase international competitiveness http:/ Key Drivers of Chinas Tourism Recovery 1.4.1 Preferential Policies to Revi

51、talize the Tourism Sector Due to various factors including language barriers and regional travel constraints on independent travelers,group tourism has always been a major component of the outbound travel market in China.With China reopening borders and lifting travel restrictions,group tours and“fl

52、ight+hotel”travel packages became an option to a total of 138 countries and regions7,surpassing 130 at the beginning of 2019,outbound tourism in China is essentially back to normal in terms of policy restrictions by the end of 2023.8 In January 2023,Chinas Ministry of Culture and Tourism announced t

53、he resumption of group tours for travel agencies to 20 countries,starting from February 6th.9 A second list of 40 countries was released for group travel starting from March 15th.10 Group tours to 78 more countries,including the United States and Japan,were resumed in August to further boost outboun

54、d group tourism.11 1.4.2 Easing of Travel Restrictions The easing of COVID-related travel restrictions brought hope for economic growth from the tourism sector,especially for countries whose economies were curbed due to their heavy reliance on inbound tourism.However,international tourism in the Asi

55、a-Pacific region was still seeing a relatively slow rebound,recovered to 62.0%of pre-pandemic levels by the end of 2023 as the reopening of most tourist destinations did not take place until early 2023.12 Although several Southeast Asian countries such as Thailand,Cambodia,and Indonesia were among t

56、he first list of 20 countries to resume group tours,Chinese travelers seem to be less interested in visiting Southeast Asia compared to pre-pandemic times,as domestic traveling continues to gain popularity and safety concerns keep on rising due to various recent scandals including human trafficking,

57、cyber scamming,and mass shootings.1.41.414In hopes of stimulating tourism further,Thailand,Malaysia,and Sri Lanka have waived visa application requirements for Chinese visitors effective from September 25th,December 1st,and November 28th in 2023,respectively.13,14 In addition,Singapore also establis

58、hed a 30-day visa-free agreement with China that took effect on February 9th 2024.15 1.4.3 Enhanced Flight Capacity for Popular Travel DestinationsSince the National Health Commission of the PRC announced that COVID-19 would be treated as a Class B infectious disease starting from January 8th 2023,t

59、he Civil Aviation Administration of China has conducted a series of measures to support airlines in implementing scheduled flight plans and to promote the recovery of international passenger flights,according to Liang Nan,Director of the Department of Transport of the Civil Aviation Administration o

60、f China.The number of international passenger flights to and from China since late August has reached 50.0%of pre-pandemic levels,with the weekly flight volume reaching 56.0%of pre-pandemic levels during the Mid-Autumn Festival and National Day holidays.16 Despite a relatively slower pace of recover

61、y compared to domestic flights,new international routes have continuously opened throughout the year.For instance,in December 2023,China Eastern Airlines completed its first flight between Shanghai and Cairo,making it the first direct passenger flight between Shanghai and North Africa.17 1.4.4 Risin

62、g Per Capita IncomeAccording to data released by the National Bureau of Statistics of China,in the first three quarters of 2023,Chinas per capita nominal disposable income reached RMB 29,398(USD 4,121.76),a 6.3%increase from the same period last year.18 In 2022,household consumption only contributed

63、 to 37.0%of Chinas GDP,a figure significantly below the global average of 61.0%,marking its lowest since 2014.19 However,the increase in disposable income during the first three quarters of 2023 indicates an increase in spending power among Chinese consumers,which can be reflected in an increase of

64、9.2%in the nominal consumption expenditure per capita year on year during the same period.2024 iClick Interactive Asia Group Limited.All rights reserved.1.413 Important!“New-Ma-Thai”is now visa-free across the board.Before entering Singapore or Malaysia,dont forget to fill out this card first.https:

65、/ Sri Lanka offers visa-free entry to Chinese citizens https:/ Mutual 30-Day Visa-Exemption Arrangement Between Singapore and The Peoples Republic Of China https:/www.ica.gov.sg/news-and-publications/newsroom/media-release/mutual-30-day-visa-exemption-arrangement-between-singapore-and-the-people-s-r

66、epublic-of-china#:text=With%20effect%20from%209%20February,216 Inquiry into inbound tourism:Why is the resumption of international flights difficult?http:/ China Eastern completes first flight from Shanghai to Cairo https:/ Households income and consumption expenditure in the first three quarters of

67、 2023 https:/ The new global middle class:A cross-over from west to east https:/www.brookings.edu/wp-content/uploads/2016/06/03_china_middle_class_kharas.pdf15 1.4.5 Resumption of Visa and Passport IssuancesVisa issuances for foreigners as well as passports for Chinese citizens were suspended for al

68、most three years due to the implementation of strict COVID-related international travel policies since early 2020.On December 27th 2022,the National Immigration Administration of China issued a notice to resume passport applications for tourism purposes and visiting friends abroad,starting from Janu

69、ary 8th 2023,the same day COVID-19 management measures were downgraded to Class B.20 Due to a large number of visas expiring as well as staff shortages at foreign embassies in China,many embassies are facing a significant backlog of visa applications,especially for those that require complex procedu

70、res such as the Schengen visa,which involves a multitude of documents.21 This is a major factor that affects the recovery of Chinas outbound tourism.According to VFS Global,a leading visa application company that provides services for 35 governments in 16 different cities in China22,the total volume

71、 of visa applications from China recovered to 35.0%of pre-pandemic levels by the end of May.Kishen Singh,the Chief Operating Officer of Mainland China,Hong Kong and Mongolia for VFS Global,noted that there has been a substantial surge in visa appointment bookings since March 2023 and the volume of v

72、isa applications by Chinese citizens will likely reach 70.0%to 80.0%of pre-pandemic levels by 2024,showing an optimistic outlook for outbound travel.23Source20 China to resume passport,visa issuance from Jan.8,2023 https:/ Slow recovery of European air routes,massive backlog in visa applications;Man

73、y countries wonder:where are the Chinese tour groups?https:/ Visa applications by Chinese nationals are recovering rapidly:report https:/ Visa applications rise on release of pent-up demand https:/ 2024 iClick Interactive Asia Group Limited.All rights reserved.2.1 Pre-pandemic(2019)and Post-pandemic

74、 (2023)Dynamics2.2 Peak Seasons and Top Outbound Destinations in 20232.3 Destinations during Peak Seasons 2.3.1 Top Destinations during Chinese Holidays 2.3.2 Overview of Public Holidays in China 20242.4 Top Destinations for Short-haul and Long-haul Trips2.5 Purposeful Travel Experiences 2.5.1 Trave

75、l Preferences 2.5.2 Distribution of Chinese Outbound Travelers by City Tiers 2.5.3 Top Purposes of Travel2.6 Increasing Demand for Visa ApplicationsCHINAS POST-PANDEMIC TRAVEL TRENDS21718 2024 iClick Interactive Asia Group Limited.All rights reserved.2.1Source24 Qunar 2023 Travel Data Report2.1 Pre-

76、pandemic(2019)and Post-pandemic(2023)Dynamics After the pandemic,Chinese travelers are seeking more in-depth travel experiences.Travelers are displaying a growing eagerness to explore destinations beyond their immediate vicinity.Although short-haul trips continue to dominate outbound travel,there ha

77、s been a noticeable shift towards long-haul journeys.The number of Qunar users opting for long-haul outbound tours,specifically those beyond East and Southeast Asia,has seen a significant 42.8%increase in 2023 compared to 2019.As for domestic tours,there has been an 11.9%rise in interprovincial trip

78、s in 2023 compared to 2019.Chinese tourists growing desire for in-depth and immersive travel experiences is also evident in the extended time they spend at their destinations.In comparison to 2019,the number of Qunar users embarking on trips lasting over six days in a single trip surged by 73.2%in 2

79、023.This shift is also reflected in their spending patterns,as they allocate more resources for a single trip,including expenses such as flights,accommodations,and vacation products.Specifically,the number of Qunar users spending over RMB 5,000(USD 698.32)per trip has seen a 14.0%rise in 2023 compar

80、ed to 2019.Chinese tourists have adopted a more spontaneous and flexible approach to travel as well.Before the pandemic,travelers typically adhered to detailed plans for each day,while post-pandemic,60.0%embarked on journeys with less meticulous planning.In the pre-pandemic era,the majority revelled

81、 in scenery and landscapes,whereas in the post-pandemic era,62.5%opted for more experiential trips that allowed them to immerse in the local culture.24 19Source25 Qunar 2023 Travel Data Report26 Qunar 2023 Travel Data Report Peak Seasons and Top Outbound Destinations in 2023 Emerging Trends Througho

82、ut 2023,China experienced several peak seasons for outbound travel.According to Qunars data on the volume of bookings for different travel products,including flights,hotels,and tickets to entertainment venues,the peak seasons were Labor Day,the summer holiday,National Day,and the year-end period,amo

83、ng which the summer holiday was the most popular season for outbound travel among Chinese tourists.Destinations during Peak Seasons 2.3.1 Top Destinations during Chinese Holidays Chinese travelers preferred the following destinations during public holidays:26 2.22.22.3Top 10 Outbound Travel Destinat

84、ionsIn 2023,Chinese travelers top outbound destinations were as follows:Non-mainland China(Hong Kong,Macau,Taiwan),Thailand,Japan,South Korea,Malaysia,Singapore,the United States,Vietnam,Philippines,Indonesia.25Rank Chinese New Year Labor Day National Holiday 1 Non-mainland China Non-mainland China

85、Non-mainland China (Hong Kong,Macau,Taiwan)(Hong Kong,Macau,Taiwan)(Hong Kong,Macau,Taiwan)2 Thailand Thailand Thailand 3 Malaysia Malaysia Japan 4 United States South Korea Malaysia 5 Singapore Japan South Korea 6 Japan Singapore Singapore 7 Philippines Vietnam Indonesia 8 Cambodia Philippines Viet

86、nam 9 South Korea United States Australia 10 Indonesia Indonesia PhilippinesPeak Travel Seasons in 2023Most Popular Destinations Per Holiday Source:Qunar 2023 Travel Data ReportNote:Intergrated data of flight,hotel,vocation and ticket ordersSepOctJanMonthPeak Travel SeasonFebMarAprMayLabor DaySummer

87、 HolidayNational DayYear-endJuneNovDecAugJulySource:Qunar 2023 Travel Data Report20 2.3.2 Overview of Public Holidays in China 2024The following are the dates to anticipate increased Chinese tourism:27 Top Destinations for Short-haul and Long-haul Trips Purposeful Travel Experiences 2.5.1 Travel Pre

88、ferences According to Qunars data,59.2%of the users preferred self-guided travel and 37.7%liked to travel in private or small groups,leaving 25.3%of users opting for a personalized itinerary in 2023.In contrast,before the pandemic,49.4%of Qunars users preferred private or small group travel and 45.2

89、%of them leaned towards self-guided travel,and personalized itineraries were chosen by a stable 24.0%.Notably,those who were inclined towards self-guided travel tended to have more flexibility in their schedule as well.28 2024 iClick Interactive Asia Group Limited.All rights reserved.2.42.42.5Source

90、27 Public holidays for 2024 https:/ Qunar 2023 Travel Data Report Public Holiday Date Duration New Years Day Dec 30,2023 Jan 1,2024 3 Days Chinese New Year Feb 10 Feb 17 8 Days Qingming Festival Apr 4 Apr 6 3 Days Labor Day May 1 May 5 5 Days Dragon Boat Festival Jun 8 Jun 10 3 Days Mid-Autumn Festi

91、val Sep 15 Sep 17 3 Days National Day Oct 1 Oct 7 7 DaysRank1 23452019Non-mainland China (Hong Kong,Macau,Taiwan)ThailandSouth KoreaJapanMalaysia2023Non-mainland China(Hong Kong,Macau,Taiwan)ThailandJapanSouth KoreaMalaysia2019United States CanadaUnited Arab EmiratesTurkeyAustralia2023United States

92、AustraliaSaudi ArabiaUnited KingdomCanada Top Short-haul Destinations Top Long-haul DestinationsPublic Holidays in China 2024Top Destinations for Short-haul Trips and Long-haul Trips(2019 vs.2023)Source:The State Council of the Peoples Republic of ChinaSource:Qunar 2023 Travel Data Report21 2.5.2 Di

93、stribution of Chinese Outbound Travelers by City Tiers Before the pandemic,a majority of outbound Chinese travelers originated from Tier 1 and new Tier 1 cities.This trend has become even more pronounced in 2023,with these cities now accounting for 50.8%of travelers.2.5 2.5.3 Top Purposes of TravelC

94、hinese outbound travelers are attracted to the local culture and scenery of destinations.Apart from the above,seasonal and thematic trips are also welcomed.Specifically,the top purposes of travel among Chinese outbound tourists are as follows:Distribution of Chinese Outbound Travelers by City Tiers(

95、2019 vs.2023)Chinese Outbound Travelers Top Travel Purposes in 2023Tier 1Tier 2Tier 3New Tier 1Tier 4 and below2019 20230%Snow Season Adventures Island DestinationsCountryside ExperienceArt AppreciationOutdoor ActivitiesCulinary ExperiencesTheme ParksRelaxationScenery LandscapeHistory&Culture10%20%3

96、0%40%50%60%55.2%52.2%45.9%44.1%44.0%39.9%38.8%30.5%28.6%27.3%Source:Qunar 2023 Travel Data ReportSource:Qunar 2023 Travel Data ReportCity TiersRanking of Travel Purposes0%5%10%15%20%25%30%21.6%24.8%24.6%26.0%22.7%20.6%13.5%18.0%15.2%13.1%By PercentageBy Percentage22It is important to note

97、 that island destinations on the list refers to traveling to sea and island landscapes,often featuring well-established travel facilities,as seen in destinations like Maldives,Phuket,Bali,etc.Outdoor activities,on the other hand,emphasize more adventurous elements,demanding a certain level of physic

98、al strength from tourists.Activities in this category may include camping,hiking,cycling,skiing,diving,surfing,etc.Countryside experience,in contrast,provides an escape from urban life,allowing individuals to relish the scenic beauty of rural areas.29 Increasing Demand for Visa Applications Accordin

99、g to Kishen Singh,the Chief Operating Officer of Mainland China,Hong Kong and Mongolia for VFS Global,responding to the soaring demand of Chinese tourists,80.0%of visa application centers in China were restarted in May 2023.It is forecasted that the volume of visa applications from China will reboun

100、d to 70.0%to 80.0%of pre-pandemic levels in 2024.30 As covered in the previous section,many countries and regions are expecting the return of Chinese tourists,with several Southeast Asian countries offering visa-free entry to Chinese tourists.Malaysia,for instance,aspires to draw in between 5 to 7 m

101、illion visitors from China by the end of 2024 with its visa-free deal,hoping to double the figures from before the pandemic.Top 10 Destinations for Visa Application Services:Japan,Malaysia,Thailand,South Korea,Vietnam,Philippines,Singapore,the United States,Australia,the United Kingdom Top 10 Destin

102、ations for First-time Outbound Travelers:Singapore,Korea,Japan,Thailand,Malaysia,the United States,Philippines,Non-mainland China(Hong Kong,Macau,Taiwan),Vietnam,Australia31 2024 iClick Interactive Asia Group Limited.All rights reserved.2.62.6Source29 Qunar 2023 Travel Data Report30 Visa application

103、s rise on release of pent-up demand https:/ Qunar 2023 Travel Data Report3.1 Key Differences of Travel Spending in Pre-pandemic(2019)and Post-pandemic(2023)3.2 Travel Expenses by City Tiers3.3 Annual Travel Expenses3.4 Key Differences of Retail Expenses in Pre-pandemic(2019)and Post-pandemic(2023)3.

104、4.1 Retail Expenses during Outbound Trips 3.4.2 Luxury Retail Expenses during Outbound TripsTRAVEL AND RETAIL SPENDING:PRE-AND POST-PANDEMIC TRENDS323 Key Differences of Travel Spending in Pre-pandemic(2019)and Post-pandemic(2023)Several key changes have occurred in travel spending patterns between

105、the pre-pandemic and post-pandemic era in China.Firstly,the average hotel prices in 2023 experienced a significant increase,showing a 22.0%rise compared to the prices in 2019.Secondly,air ticket prices also surged,with average ticket prices going up by 27.0%throughout 2023 compared to the pre-pandem

106、ic levels in 2019.There has also been a noteworthy shift in traveler preferences,reflecting a growing inclination towards personalized journeys.This change is marked by an increasing willingness of Chinese travelers to allocate more resources to individual trips,indicating a greater desire to enhanc

107、e their travel experiences by upgrading both transportation and accommodation classes.32 Travel Expenses by City Tiers Spending patterns in travel among Chinese consumers exhibited similar trends in both hotel and air ticket prices across different city tiers in 2023.Notably,average prices in Tier 1

108、 cities surpassed those in Tier 2 cities by 22.0%,and they were also 22.0%higher compared to Tier 3 cities,suggesting a parallel increase in travel expenses across different levels of cities.33 24 2024 iClick Interactive Asia Group Limited.All rights reserved.3.1Source32 Qunar 2023 Travel Data Repor

109、t33 Qunar 2023 Travel Data Report3.13.225Source34 Qunar 2023 Travel Data Report 35 Outlook for China tourism 2023:Light at the end of the tunnel https:/ This year,130 million people will travel abroad;China Securities Regulatory Commission issues important document;Lei Jun announces temporary withdr

110、awal Breakfast https:/ Chinese Tourism 2023:Spending Habits Merchants Should Know https:/ Annual Travel Expenses Across the tiers of Chinese cities,distinct spending patterns among travelers delineate the economic diversity within the nation.Statistics reveal that travelers originating from Tier 1 c

111、ities exhibit the highest average spending per year,with an impressive figure of RMB 18,271(USD 2,551.82)in 2023.Meanwhile,those from the new Tier 1 cities maintain a slightly lower average expenditure of RMB 14,089(USD 1,967.74).Moving down the tiers,travelers from Tier 2 cities demonstrate an aver

112、age yearly spending of RMB 12,944(USD 1,807.82),followed by individuals from Tier 3 and lower cities,who exhibit an average spending of RMB 11,144(USD 1,556.42)annually.These figures underscore the varying economic capacities and consumer behaviors across different tiers of cities within Chinas trav

113、el landscape.34 Key Differences of Retail Expenses Pre-pandemic(2019)and Post-pandemic(2023)3.4.1 Retail Expenses during Outbound Trips Known for their enthusiasm for shopping abroad,tourists from mainland China took 155 million outbound trips with a total travel expenditure of RMB 1,825.80 billion(

114、USD 255 billion)in 2019 before the COVID-19 outbreak,making China the largest outbound travel market in the world.35 With the easing of travel restrictions,the number of outbound tourists exceeded 87 million in 2023,and it is projected to reach 130 million in 2024.36 In terms of retail spending duri

115、ng outbound trips,Chinese consumers were predicted to have spent RMB 1,202.88 billion(USD 168 billion)in 2023,reaching approximately two-thirds of the pre-pandemic travel levels.37 3.33.33.426 3.4.2 Luxury Retail Expenses during Outbound Trips Before the pandemic in 2019,around 70.0%of the luxury sp

116、ending by Chinese consumers happened outside of Mainland China.38 However,there has been a growing trend of shopping luxury domestically,exemplified by a growing number of luxury stores opening in China.Chinas Hainan free trade port is also gaining popularity among local luxury shoppers,exhibiting 1

117、3.0%of the local luxury market in 2021 and expected to grow at 32.8%from 2023 to 2026.39 In April 2022,62.0%of the luxury spending by Chinese consumers took place within the country,marking a significant increase from 41.0%in the same month in 2019.By 2027,approximately two-thirds of luxury purchase

118、s by Chinese customers will occur within its borders.40 2024 iClick Interactive Asia Group Limited.All rights reserved.3.4Source38 Big-Spending Chinese Shoppers Are Splurging on Luxury at Home,Not Abroad Anymore https:/ Chinas luxury market poised for swift rebound in 2023 https:/ BoF Insights|Dynam

119、ic Journeys:Chinas Luxury Shoppers at Home and Abroad https:/ Demographics 4.1.1 First-time Travelers 4.1.2 Frequent Travelers 4.1.3 High-spending Travelers4.2 Travel Patterns 4.2.1 First-time Travelers 4.2.2 Frequent Travelers 4.2.3 High-spending Travelers4.3 Popular Destinations and Attractions 4.

120、3.1 First-time Travelers 4.3.2 Frequent Travelers 4.3.3 High-spending Travelers4.4 Duration of Trips 4.4.1 First-time Travelers 4.4.2 Frequent Travelers 4.4.3 High-spending TravelersDETAILED ANALYSIS OF CHINESE TRAVELER TYPES4274.5 Primary Travel Objectives 4.5.1 First-time Travelers 4.5.2 Frequent

121、Travelers 4.5.3 High-spending Travelers4.6 Spending Patterns 4.6.1 First-time Travelers 4.6.2 Frequent Travelers 4.6.3 High-spending Travelers4.7 Travelers OTA Engagement across Trip Phases 4.7.1 First-time Travelers 4.7.2 Frequent Travelers 4.7.3 High-spending Travelers4.8 Preferred Travel Experien

122、ces 4.8.1 Experiential Travel 4.8.2 Niche Destinations 4.8.3 Military-style Travel 4.8.4 Leisure Travel 4.8.5 Low Season Travel4.9 Keywords for Targeting Various Traveler Segments 4.9.1 Gen Z 4.9.2 High-end Middle-aged 4.9.3 First-time Travelers 4.9.4 Frequent Travelers 4.9.5 High-spending Travelers

123、28 2024 iClick Interactive Asia Group Limited.All rights reserved.29 Demographics The demographics reflect varying preferences and priorities across different groups of Chinese travelers.4.14.1BreakdownofTravelerGroupsbyAge(asofDec2023)BreakdownofTravelerGroupsbyCityTiers(asofDec2023)Post-70s and Ol

124、der0%20%42.6%32.6%38.9%33.2%32.1%35.4%40%60%80%100%120%0%20%40%60%80%100%120%Post-80sPost-90s-95sGen Z and YoungerTier 3 and BelowTier 2New Tier 1Tier 1First-time TravelersFrequent TravelersHigh-spending TravelersFirst-time TravelersFrequent TravelersHigh-spending Travelers20.2%4.6%4.6%5.2%23.3%27.3

125、%Source:Qunar 2023 Travel Data ReportSource:Qunar 2023 Travel Data Report27.3%24.8%17.0%13.2%11.0%30.9%29.5%25.0%32.3%30.3%24.8%33.9%Travelers Age RangeTraveler Groups by City TiersBy PercentageBy Percentage30 4.1.1 First-time Travelers First-time travelers are typically younger,aged between 18 and

126、35.Despite varying income levels,they are more inclined to choose budget-friendly options.They tend to prefer beautiful scenery and trendy destinations,often influenced by social media trends.As of December 2023,42.6%of first-time travelers were Generation Z(born in 1995 and after)or younger,indicat

127、ing a strong representation of the younger age group.Additionally,32.6%fell within the post-90s-95s age group,with 20.2%belonging to the post-80s age bracket,and a smaller but notable 4.6%comprising individuals born in the 1970s and before.Geographically,27.3%of first-time travelers aired from Tier

128、1 cities,30.9%from new Tier 1 cities,24.8%from Tier 2 cities,and 17.0%from Tier 3 and below.41 4.1.2 Frequent Travelers The frequent traveler group,mainly aged between 21 and 40,has an average monthly income surpassing RMB 15,000(USD 2,094.97).They are passionate about enjoyable travel experiences w

129、hile also conscious about budgeting their trip.This demographic group strikes a balance between indulgence and cost-effectiveness.In 2023,38.9%were Generation Z and younger,33.2%fell in the post-90s-95s age group,23.3%in the post-80s age bracket,and 4.6%were born in the 1970s and before.Similar to f

130、irst-time travelers,29.5%of frequent travelers came from Tier 1 cities,32.3%from new Tier 1 cities,25.0%from Tier 2 cities,and 13.2%from Tier 3 and below.42 4.1.3 High-spending Travelers High-spending travelers were predominantly above 30 years old and had a monthly income exceeding RMB 30,000(USD 4

131、,189.94).This group of travelers uses one month of their income to travel each year,and showcases a preference for immersive local experiences,indulgent shopping,and an overall emphasis on high-quality travel ventures.Among this group,32.1%were from Generation Z,35.4%from the post-90s-95s age group,

132、27.3%from the post-80s,and 5.2%were from the 1970s and before.This traveler group showed a relatively higher representation from older age groups.In terms of city tiers,among high-spending travelers,30.3%originated from Tier 1 cities,33.9%from new Tier 1 cities,24.8%from Tier 2 cities,and 11.0%from

133、Tier 3 cities and below.43 2024 iClick Interactive Asia Group Limited.All rights reserved.4.1Source41 Qunar 2023 Travel Data Report42 Qunar 2023 Travel Data Report43 Qunar 2023 Travel Data Report31 Travel Patterns 4.2.1 First-time Travelers As of December 2023,a significant 59.6%of first-time travel

134、ers opted for guided group tours,indicating a preference for structured and curated experiences.More than half(53.1%)of first-time travelers preferred to travel with family and friends.46.9%embarked on solo travel,and 9.7%of first-time travelers chose self-guided journeys or flexible independent tra

135、vel(FIT).444.24.2Source44 Qunar 2023 Travel Data Report45 Qunar 2023 Travel Data ReportTravel Pattern of First-time Travelers(as of Dec 2023)Source:Qunar 2023 Travel Data ReportSource:Qunar 2023 Travel Data ReportSelf-guided Journey/FITWith Family and FriendsGuided Group TourSolo Travel421342130%10%

136、20%30%40%50%60%70%4.2.2 Frequent Travelers Frequent travelers demonstrated a varied set of travel preferences.As of December 2023,the majority,comprising 62.3%,preferred traveling on their own,suggesting a desire for independent,personalized journeys,and flexible itineraries.41.9%of frequent travele

137、rs opted for guided group tours,37.7%of frequent travelers enjoyed exploring destinations with family and friends,and 6.6%chose self-guided journeys or FIT exploration.45Travel Pattern of Frequent Travelers(as of Dec 2023)Solo TravelGuided Group TourWith Family and FriendsSelf-guided Journey/FIT0%10

138、%20%30%40%50%60%70%59.6%62.3%41.9%37.7%6.6%53.1%46.9%9.7%Ranking of Travel PatternsRanking of Travel PatternsBy PercentageBy Percentage32 4.2.3 High-spending Travelers In 2023,59.3%of high-spending travelers favored luxurious guided group tours.These are usually high-end privately customized group t

139、ours featuring a higher level of exclusivity and are often uniquely tailored to meet specific requirements.While a substantial 55.9%of high-spending travelers preferred to travel solo,44.1%of the group chose to travel with family and friends.12.5%of this group went for self-guided journeys or FIT.46

140、 2024 iClick Interactive Asia Group Limited.All rights reserved.4.3Source46 Qunar 2023 Travel Data Report47 Qunar 2023 Travel Data Report48 Qunar 2023 Travel Data Report Popular Destinations and Attractions Metropoles such as New York,Tokyo,and Paris as well as well-developed holiday locations like

141、Maldives and Phuket were popular travel destinations in 2023.However,there has been a notable shift among Chinese travelers who are now expanding their horizons and discovering lesser-known,yet culturally and naturally enchanting places like Yogyakarta and Nice.This trend reflects their desire to br

142、oaden their travel experiences and explore unique destinations.47 4.3.1 First-time Travelers 65.3%of first-time travelers opted for popular destinations,as they needed guidance from others to navigate and explore these well-known places.However,34.7%of first-time travelers also chose niche destinati

143、ons,highlighting a subset of individuals who sought unique and hidden locations for their first journey.484.3Travel Pattern of High-Spending Travelers(as of Dec 2023)Source:Qunar 2023 Travel Data ReportSelf-guided Journey/FITWith Family and FriendsGuided Group Tour42130%10%20%30%40%50%60%70%59.3%55.

144、9%44.1%12.5%Solo TravelRanking of Travel PatternsBy Percentage33 4.3.2 Frequent Travelers Among frequent travelers,a similar inclination towards popular destinations was observed,with 48.8%favoring well-established travel spots.51.2%of frequent travelers expressed an interest in niche destinations,s

145、howcasing a slightly higher percentage of individuals who search for less conventional and more exclusive travel experiences than first-time travelers.Frequent travelers were mature in traveling out of China and more experienced in self-guided travels.Since they tended to have more knowledge on dest

146、inations,they liked to find niche travel destinations.Approximately 70.0%-90.0%of frequent travelers liked to post and share on social media.49 4.3.3 High-spending Travelers While 50.8%of high-spending travelers preferred popular destinations,49.2%actively searched for niche travel destinations.This

147、 suggests that while immersing themselves in their travels,high-spending travelers were more inclined to explore exclusive and less mainstream locations,seeking luxury and uniqueness over widely-visited tourist spots.504.44.4Source49 Qunar 2023 Travel Data Report50 Qunar 2023 Travel Data Report51 Qu

148、nar 2023 Travel Data Report Duration of Trips Short-haul travel typically involves shorter travel distances and flight times,usually within a specific country or region.Long-haul journeys tend to cover longer travel distances and flight times lasting several hours or more.4.4.1 First-time Travelers

149、In 2023,78.8%of first-time travelers preferred short-haul destinations,indicating a preference for relatively closer and more accessible travel experiences.21.2%of first-time travelers opted for long-haul journeys,suggesting a smaller group of individuals who traveled to more distant and exotic dest

150、inations.23.9%of first-time travelers opted for short durations of 0-3 days,18.7%traveled for 4-6 days,while the majority(57.4%)traveled for 7-10 days.51 4.4.2 Frequent Travelers In 2023,the preference for short-haul travel was even stronger for frequent travelers,with 83.1%favoring convenient and q

151、uick getaways.Frequent travelers not only went abroad on holidays,but even on weekends,hence a higher frequency of short-haul travel.16.9%of frequent travelers engaged in long-haul travel,highlighting a 34 2024 iClick Interactive Asia Group Limited.All rights reserved.4.5Source52 Qunar 2023 Travel D

152、ata Report53 Qunar 2023 Travel Data Report54 Qunar 2023 Travel Data Report segment of individuals who embraced more extensive and varied travel experiences.Frequent travelers often opted for extended journeys,with 64.5%embarking on trips lasting 7-10 days.22.2%traveled for 0-3 days and 13.3%for 4-6

153、days.52 4.4.3 High-spending Travelers In 2023,74.8%of high-spending travelers preferred short-haul destinations,whereas a quarter(25.2%)actively sought out long-haul experiences.This suggests that individuals with higher spending capacities had higher tendencies to explore distant and international

154、locations,seeking a more in-depth and immersive travel experience.In 2023,61.8%of high-spending travelers on Qunar embarked on journeys lasting 7-10 days,while 24.5%went on trips lasting 4-6 days.A smaller percentage,19.6%,preferred shorter trips of 0-3 days.53 4.5 Primary Travel Objectives 4.5.1 Fi

155、rst-time Travelers In 2023,scenic landscapes captured 65.6%of first-time travelers,reflecting an interest in natural beauty and well-known attractions.51.4%of first-time travelers were drawn to the allure of shopping,indicating a desire to explore local markets and make meaningful purchases.Moreover

156、,48.2%expressed a keen interest in exploring local cuisines,highlighting the role of food in shaping their travel experiences.32.6%of the group was interested in immersing themselves in local experiences.A smaller percentage,9.6%,sought extreme travel experiences,demonstrating a willingness to ventu

157、re into unconventional and adventurous destinations.Overall,first-time travelers focused on scenery and enjoyed visiting well-known attractions as well as immersing themselves in local experiences.54Source:Qunar 2023 Travel Data ReportScenery Landscape65.6%51.4%48.2%32.6%9.6%ShoppingCulinary Experie

158、nceLocal ExperienceExtreme Travel Experince12345Travel Objectives for First-Time Travelers(as of Dec 2023)0%10%20%30%40%50%60%70%Purpose of TravelBy Percentage35 4.5.2 Frequent Travelers In 2023,a larger portion of frequent travelers(61.8%)wanted to immerse themselves in local experiences.50.1%of fr

159、equent travelers in China expressed a desire to indulge in retail experiences during their travels.42.8%of the group prioritized scenery and 41.6%prioritized culinary experiences,suggesting that frequent travelers prioritized local experiences over natural landscapes and food.The pursuit of extreme

160、travel experiences was less pronounced among frequent travelers,with 16.2%.In general,frequent travelers had less desire to spend money on a single trip than first-time travelers because of their overall high travel frequency.55 4.5.3 High-spending Travelers High-spending travelers in 2023 demonstra

161、ted a heightened interest in local experiences,with an impressive 72.4%prioritizing cultural immersion.Shopping remained a significant aspect of their travels,drawing 54.6%of high-spending travelers.Scenery landscape,while slightly lower in priority,still attracted 38.1%of high-spending travelers.Cu

162、linary experiences,although slightly less emphasized compared to other segments,caught the attention of 36.1%of this group.The inclination towards extreme travel experiences was more pronounced in this category,with 22.4%expressing a desire for adventurous journeys.564.5Source55 Qunar 2023 Travel Da

163、ta Report56 Qunar 2023 Travel Data ReportSource:Qunar 2023 Travel Data ReportLocal Experience61.8%50.1%42.8%41.6%16.2%ShoppingScenery LandscapeCulinary ExperiencesExtreme Travel Experince12345Travel Objectives for Frequent Travelers(as of Dec 2023)0%10%20%30%40%50%60%70%Travel Objectives for High-sp

164、ending Travelers(as of Dec 2023)Local Experience72.4%54.6%38.1%36.1%22.4%ShoppingScenery LandscapeCulinary ExperiencesExtreme Travel Experince123450%20%40%60%80%Source:Qunar 2023 Travel Data ReportPurpose of TravelPurpose of TravelBy PercentageBy Percentage36 2024 iClick Interactive Asia Group Limit

165、ed.All rights reserved.4.6Source57 Qunar 2023 Travel Data Report58 Qunar 2023 Travel Data Report59 Qunar 2023 Travel Data Report Spending Patterns 4.6.1 First-time Travelers First-time travelers,brimming with enthusiasm for new experiences,exhibit a 28.0%higher average expenditure per trip on items

166、such as flights,hotels,and vacation products compared to their frequent traveler counterparts.Due to limited familiarity with duty-free offerings,first-time travelers usually require more guidance on product choices and may spend a considerable amount of time researching before they buy any products

167、.Younger and more easily influenced by advertising,first-time travelers prioritize experiences that leave a lasting impression.A robust marketing strategy for attracting first-time travelers involves providing comprehensive product information,educational content,and tailored special offers.This str

168、ategy emphasizes assisting customers during the research phase,ensuring seamless navigation through the duty-free environment,and leveraging user testimonials to bolster confidence.Additionally,first-time travelers are highly interested in travel benefits,making loyalty programs and perks a valuable

169、 marketing strategy to capture their attention and encourage brand loyalty.57 4.6.2 Frequent Travelers Frequent travelers are more experienced and acquainted with duty-free shopping,hence they often seek tailored recommendations based on past purchases or preferences.As frequent travelers have more

170、well-defined travel plans,businesses can engage with this group of travelers by offering personalization,loyalty programs,exclusive access to promotions and updates about preferred products or categories,as well as benefits associated with flight bookings,hotel accommodations,and route planning.On t

171、op of that,businesses can utilize customer data to deliver targeted communication at every stage,from pre-trip reminders to post-purchase engagement.58 4.6.3 High-spending Travelers High-spending travelers showcase a distinct spending behavior driven by a desire for a refined travel experience.Their

172、 willingness to spend more is directed towards upgrading flight classes and selecting luxurious accommodations.On average,they spend approximately 66.0%more per trip on expenses such as flights,hotels,and vacation products than other travelers.High-spending travelers emphasis on quality and exclusiv

173、ity underscores their elevated requirements for travel,indicating a desire for heightened comfort and personalized services.Advertising strategies for this group can be strategically placed on membership pages,ensuring visibility among a targeted and high-spending audience.Utilizing premium advertis

174、ements,businesses can achieve high exposure,albeit at a higher cost.These advertisements specifically target users who have a preference for outbound trips,luxurious travel experiences,and customized trips,allowing businesses to precisely target users who book high-class flights and hotels.594.6374.

175、7 Travelers OTA Engagement across Trip Phases Travelers depend on a diverse array of social platforms and OTAs throughout different stages of their journey,spanning pre-trip,in-trip,and post-trip phases.Primarily,these platforms are predominantly utilized during the pre-trip phase,where the majority

176、 of planning occurs.Subsequently,post-trip,social platforms serve as channels for travelers to share experiences and reflect on their journey.Although there are slight variations in behavior among first-time,frequent,and high-spending travelers,they generally exhibit similar usage patterns of these

177、platforms throughout their travel journey.4.7.1 First-time Travelers First-time travelers typically invest more time in research and planning than frequent travelers due to their lack of experience,as they strive to ensure a smooth and enjoyable trip.When their travel needs are triggered,they start

178、planning their trips by browsing platforms like Xiaohongshu and Douyin for information on guided group tours.Subsequently,they make bookings directly through OTAs or via redirection from brand-owned channels on social media platforms.During the trip,first-time travelers engage in activities such as

179、sharing photo logs(plogs)and browsing playbooks on social media channels for further guidance and information.Additionally,purchase decisions may be influenced by out-of-home ads at the destination.4.7Social Platforms and OTAs Chinese Travelers Utilize during Different Trip Phases(First-time Travele

180、rs)Journey-First-time TravelersTravelers are usually inspired by OOH ads and daily social media feeds(Triggerd travel needs)Start planning their trips by browsing content on Xiaohongshu and Douyin for guided group tours informationMake bookings directly through OTAs or redirect from brand owned chan

181、nels on social media platforms.Sharing plog and browse for playbook on social media channels.Purchase decision might be triggered through OOH at destination.Channel Pre-trip-Dreaming Pre-trip-Planning Pre-trip-Booking In-tripPhyiscal Ad OOH(Out Of Home Ad)High Low N.A.HighSearch Engine Baidu N.A.Low

182、 Low N.A.Social Media WeChat Moments and Articles High Low Low HighXiaohongshu High High Low HighDouyin High High High LowWeibo Low N.A.N.A.N.A.Bilibili Low N.A.N.A.N.A.OTA OTA-booking N.A.N.A.High N.A.38 2024 iClick Interactive Asia Group Limited.All rights reserved.4.7 4.7.2 Frequent Travelers Fre

183、quent travelers tend to be more active on social platforms than first-time and high-spending travelers.In 2023,around 70.0%to 90.0%of frequent travelers engaged in posting activities on social media.Compared to first-time travelers,frequent travelers usually look for more unique and in-depth travel

184、experiences.They tend to make bookings directly through OTAs and are more conscious of benefits associated with flight bookings,hotel accommodations,and route planning.During the trip,their purchase decision might be triggered not only through out-of-home ads but also social media feeds,as they are

185、more flexible in their travel plans.Social Platforms and OTAs Chinese Travelers Utilize during Different Trip Phases(Frequent Travelers)Journey-Frequent TravelersTravelers are usually inspired by OOH ads and daily social media feeds(Triggerd travel needs)Start planning their trips by browsing conten

186、ts on Xiaohongshu and Douyin,looking for more unique and in-depth travel experiencesWith higher travel experience compared to first-time travelers,Frequent travelers tend to make bookings directly through OTAs,more concious on benefits associated with flight bookings,hotel accommodations,and route p

187、lanning.Keep sharing plog during trip and browse for playbook on social media channels.Purchase decision might be triggered through OOH at destination and social media feeds as they are more flexible on their travel plansChannel Pre-trip-Dreaming Pre-trip-Planning Pre-trip-Booking In-tripPhyiscal Ad

188、 OOH(Out Of Home Ad)High Low N.A.HighSearch Engine Baidu N.A.N.A.N.A.N.A.Social Media WeChat Moments and articles High Low N.A.HighXiaohongshu High High Low HighDouyin High Low Low LowWeibo Low N.A.N.A.N.A.Bilibili Low N.A.N.A.N.A.OTA OTA-booking N.A.N.A.High N.A.4.7.3 High-spending Travelers In add

189、ition to using OTAs to book flights and accommodations,high-spending travelers might also leverage OTAs and social platforms to search for private or customized tours.They prefer to pre-book in-trip activities to ensure exclusivity and personalized services,being less affected by out-of-home ads at

190、the destination.394.7Social Platforms and OTAs Chinese Travelers Utilize during Different Trip Phases(High-spending Travelers)Channel Pre-trip-Dreaming Pre-trip-Planning Pre-trip-Booking In-tripPhyiscal Ad OOH(Out Of Home Ad)High Low N.A.LowSearch Engine Baidu N.A.Low.Low N.A.Social Media WeChat Mom

191、ents and articles High High N.A.HighXiaohongshu High High Low LowDouyin High Low Low LowWeibo Low N.A.N.A.N.A.Bilibili Low N.A.N.A.N.A.OTA OTA-booking N.A.N.A.High N.A.Journey-High-spending TravelersTravelers are usually inspired by OOH ads and daily social media feeds(Triggerd travel needs)Start pl

192、anning their trips by browsing content on Xiaohongshu and Douyin for luxurious guided or private tour information for more refined travel experience.High-spending travelers tend to search and book through tailor made tours through search engine and book transportation and hotels through OTA.Sharing

193、plog and browsing for playbook on social media channels.In-trip activities are usually pre-booked to ensure exclusivity and personalised services,hence,they are less affected by OOH at destination.40 2024 iClick Interactive Asia Group Limited.All rights reserved.4.8 Preferred Travel Experiences 4.8.

194、1 Experiential Travel 62.5%of users enjoy experiential travel and explore the destination in depth.Experiential travelers would like to take part in local activities that offer insights into the culture and history of their travel destination.Additionally,activities such as visiting museums,embarkin

195、g on outdoor adventures like hiking,and indulging in gourmet and wine tours are particularly favored by experiential travelers.60 4.8.2 Niche Destinations Niche travel is a specialized form of tourism that caters to unique interests and provides tailored experiences.49.3%of users were keen to explor

196、e such niche destinations.An example would be Alula,Saudi Arabia,a niche destination that focuses on cultural heritage exploration.In Alula,travelers have the opportunity to explore the UNESCO-listed Hegra and its rich Nabatean history.This demonstrates how niche travel caters to enthusiasts who see

197、k authentic and immersive historical experiences.61 4.8.3 Military-style Travel Military-style has recently become a new type of travel popular on Chinese social media.It means to visit as many tourist spots in the least amount of time and at the lowest cost,like a special forces soldier.38.1%of Chi

198、nese travelers enjoyed this type of traveling,mainly popular among college students due to cost and school schedule.Gen Zs usually have higher levels of energy for military-style travel.62 4.8.4 Leisure Travel 37.6%of travelers in China preferred leisure travel.Leisure travelers are represented by u

199、sers in Tier 1 cities who were more willing to relax and stay in hotels.63 4.8.5 Low Season Travel Low season travel means to travel during months when there are no public holidays,resulting in more affordable costs.32.6%of Chinese people traveled during low season.Users born before the 1970s have p

200、lenty of time and are more willing to travel during off-peak seasons.64Source60 Qunar 2023 Travel Data Report61 Qunar 2023 Travel Data Report62 Qunar 2023 Travel Data Report63 Qunar 2023 Travel Data Report64 Qunar 2023 Travel Data Report4.8414.8Source65 Qunar 2023 Travel Data Report66 Qunar 2023 Tra

201、vel Data Report67 Qunar 2023 Travel Data Report68 Qunar 2023 Travel Data Report69 Qunar 2023 Travel Data Report Keywords for Targeting Various Traveler Segments 4.9.1GenZ Gen Z is attracted to content that highlights the latest technological trends,innovations,and digital experiences.Another group o

202、f keywords that can capture the attention of this demographic includes healing and meditation.Content focusing on mindfulness,meditation practices,and overall mental well-being would strongly resonate with their values.65 4.9.2 High-end Middle-aged High-end middle-aged individuals show a preference

203、for content that aligns with environmental consciousness.Sustainability,eco-friendly practices,and content that showcases similar products and services resonates with this demographic group.They are also highly interested in immersive and in-depth travel experiences.66 4.9.3 First-time Travelers Fir

204、st-time travelers are drawn to features that target their curiosity and spark a sense of adventure.Highlighting featured landscapes,cultural insights,historical significance,and current trends in popular destinations can create a strong connection.67 4.9.4 Frequent Travelers Frequent travelers are s

205、ensitive to content that goes beyond the surface,providing in-depth insights and unique experiences.Tailored content should delve into the hidden gems of a destination,showcasing special experiences that align with the travelers desire for novelty and exploration.Engaging narratives,insider tips,and

206、 personalized itineraries amplify the high-affinity signals for this segment.68 4.9.5 High-spending Travelers High-spending travelers are interested in content that reflects their values of environmental consciousness,luxury,and quality.Content signals for this segment should emphasize environmental

207、ly friendly practices,exclusive luxury experiences,and a commitment to top-tier quality.694.942 2024 iClick Interactive Asia Group Limited.All rights reserved.5.1 Digital Marketing Trends in China5.2 Popular Online Platforms Used by Chinese Travelers 5.2.1 Douyin 5.2.2 Xiaohongshu 5.2.3 WeChat Mini

208、Program 5.2.4 Case Study from iClick5.3 Leading Online Travel Agencies in China 5.3.1 Introduction to Top Five Online Travel Agencies 5.3.2 Best Practices from Qunar5.4 Digital Payments 5.4.1 Digital Travel Services to Elevate Travel Experience 5.4.2 UnionPay 5.4.3 Alipay 5.4.4 WeChat PayPOPULAR DIG

209、ITAL PLATFORMS USED BY CHINESE TRAVELERS543 Digital Marketing Trends in China China is home to the worlds largest population of internet users.As of June 2023,the number of internet users in China has reached 1.08 billion,showing an increase of 11.09 million compared to December 2022,with an interne

210、t penetration rate of 76.4%.70 The travel journey of Chinese travelers unfolds in three distinct phases:pre-trip preparations,the in-trip experience,and post-trip reflections.In the pre-trip phase,travelers extensively utilize social media platforms to plan their journeys,with over 23 million posts

211、related to“travel guide”（旅游攻略)garnering over 5,000 million views on Xiaohongshu.71 Additionally,travelers rely on online travel agencies(OTAs)such as Ctrip,Qunar,Tongcheng,and Fliggy for recommendations and bookings.These OTA platforms offer comprehensive one-stop services,enabling users to make res

212、ervations for flights,accommodations,and other travel-related products with ease.During the trip,travelers continue to utilize OTAs to check essential details such as flight information and hotel addresses.After the trip,they share their experiences on social media platforms,contributing to a vast n

213、etwork of travel insights and recommendations.Popular Online Platforms Used by Chinese Travelers 5.2.1 Douyin Demographics of Travel Enthusiasts As stated at the beginning of the whitepaper,on Douyin,travel enthusiasts are defined as users who like travel-related content at least five times per mont

214、h.This figure exceeded 450 million during the fourth quarter of 2023,with almost 54 million specifically having a particular interest in outbound tourism.After the pandemic,the interest in outbound travel-related content among Douyin users has substantially increased.It is also noteworthy that the p

215、eriod preceding holidays is the critical time for enthusiasts to explore and discover information about destinations.7244 2024 iClick Interactive Asia Group Limited.All rights reserved.5.1Source70 The internet penetration rate in our country has reached 76.4%https:/ Xiaohongshu,2023,https:/ Ocean En

216、gine 2023 Travel Data Report5.15.2 As of November 2023,among the outbound travel enthusiasts on Douyin,which are defined as users who like outbound travel-related content at least twice per month,the gender distribution was relatively balanced,with females comprising a slightly higher representation

217、 at 56.0%.In terms of age demographics,young people aged 18-40 constituted the main demographic for outbound travel,accounting for 84.8%.For users expressing a general interest in travel,individuals aged 18-40 made up 56.9%of the user base,highlighting a relatively younger demographic.In contrast,th

218、e age skew for those specifically interested in outbound tourism was more pronounced,with an emphasis on a younger audience.455.2Number of Travel Enthusiasts Interested in Outbound Travel(Nov 2022 to Dec 2023)Gender Distribution ofTravel Enthusiasts Interested in OutboundTravel(as of Nov 2023)Source

219、:Qunar 2023 Travel Data ReportSource:Ocean Engine 2023 Travel Data Report4.740246810121416 7.51 7.96 8.24 9.38 11.42 12.11 9.60 13.07 14.34 9.43 8.99 8.96 7.08MonthNumber of Users In MillionNov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-23Sep-23Oct-23Nov-23Dec-2344.0%56.0%FemaleMale46 202

220、4 iClick Interactive Asia Group Limited.All rights reserved.5.27.0%18-23Age24-3031-4041-5050+54.2%8.2%15.1%15.5%Source:Ocean Engine 2023 Travel Data ReportAge Distribution of Travel Enthusiasts Interested in Travel(as of Nov 2023)Outbound Travel Travel18.4%13.8%24.8%20.6%22.5%In terms of geographica

221、l distribution,more than half(56.4%)of the outbound tourism interest group came from Tier 1,new Tier 1,and Tier 2 cities,with Beijing,Guangzhou,Shanghai,Chengdu,and Chongqing standing out as the cities with the highest concentration of users interested in outbound tourism.Top 15 Cities with Travel E

222、nthusiasts Interested in Outbound Travel(as of Nov 2023)Source:Ocean Engine 2023 Travel Data ReportNumber of Users In ThousandCity0500300BeijingGuangzhouShanghaiChengduChongqingShenzhenZhengzhouWuhanXianHangzhouTianjinChangshaNanjingSuzhouKunming 293.94 274.98 224.28 209.39 185.66 175.47

223、174.48 150.01 149.01 137.04 125.08 116.96 114.45 107.04 105.25 475.2Number of Users In ThousandSource:Ocean Engine 2023 Travel Data ReportTop 15 Provinces with Travel Enthusiasts Interested in Outbound Travel(as of Nov 2023)Distribution of Travel Enthusiasts Interested in Outbound Travel across Citi

224、es(as of Nov 2023)Source:Ocean Engine 2023 Travel Data Report0New Tier 123.5%Tier 2Tier 3Tier 4Tier 5Tier 6 and Below51015202521.0%20.1%14.0%8.8%0.7%02004006008001,0001,200GuangdongShandongZhejiangHebeiHunanAnhuiGuangxiJiangsuHenanSichuanHubeiBeijingFujianShaanxiLiaoningPercentageCity TierProvince10

225、46.48569.41565.64491.12459.16433.62338.82301.28 295.28293.94274.59269.10257.83251.50243.95Tier 111.9%48 2024 iClick Interactive Asia Group Limited.All rights reserved.5.2 Outbound Travel-related Enterprise Accounts As of November 2023,the verified enterprise accounts,distinguished by blue check mark

226、s displayed next to their usernames and related to outbound tourism on Douyin,have reached a fan base exceeding 8.73 million.The continuous growth of travel-related content on Douyin has attracted various tourism enterprises,including attractions,hotels,airlines,online and offline travel agencies to

227、 establish their presence on the platform.As of November 2023,the growth rate of foreign bureaus joining Douyin has nearly doubled compared to the same period last year,with a total number of 57 enterprise accounts on Douyin.During the same timeframe,the growth rate for airlines and cruises joining

228、Douyin increased by 94.0%and 85.0%,resulting in a total of 520 and 348 enterprise accounts on Douyin,respectively.73Source:Ocean Engine 2023 Travel Data Report Type Foreign Tourism Bureau Airline CruiseGrowth rateNumber of Accounts (As of Nov 2023)196%5794%52085%348Source73 Ocean Engine 2023 Travel

229、Data ReportNumberandGrowthRatesofEnterpriseAccountTypesonDouyin(Nov2022vs.Nov 2023)Throughout the entire year,from November 2022 to 2023,various travel-related enterprise accounts facilitated approximately 7.44 million orders through Douyins short videos and livestream shopping.Orders from travel ag

230、encies and attractions accounted for over 60.0%of all orders.Compared to 2022,the order volumes for airlines,urban transportation,hotel accommodations,and attractions increased by more than 100.0%in 2023,with airline orders showing an almost tenfold increase.495.2Number of Travel-related Orders by E

231、nterprise Accounts on Douyin in 202300.51.52.512Number of Orders In MillionType of AccountOther Travel and TourismUrban TransportationCruiseTravel AgencyHotel and AccommodationOnline Travel AgencyHighway Bus Transport CompanyTourist AttractionBusiness Travel Ticketing AgentAirlineForeign Tourism Bur

232、eauSource:Ocean Engine 2023 Travel Data ReportOrder Volume Changes of Travel-Related Orders by Enterprise Accounts on Douyin(2022 vs.2023)-2002008006000400401%2.52.41.10.80.50.10.10.10.10.10.11,000Type of AccountVolume ChangeHighway Bus Transport CompanyForeign Tourism BureauCruiseUrban Transportati

233、onOnline Travel AgencyHotel and AccommodationOther Travel and TourismBusiness Travel Ticketing AgentTravel AgencyAirlineTourist AttractionSource:Ocean Engine 2023 Travel Data Report84%-18%-63%26%-67%120%969%92%116%129%50 2024 iClick Interactive Asia Group Limited.All rights reserved.5.2 OutboundTrav

234、el-relatedInfluencers Douyins travel influencers,usually referred to as creators who publish travel-related content and have a fan base of ten thousand or more,encompass various types,including those focusing on travel scenery,global travel,travel agencies,and travel guides.Notably,the fastest-growi

235、ng category is global travel,which had a remarkable growth rate of 3.7 times in November 2023 compared to the same period in 2022.02002674006008001,000NumberofOutboundTravelInfluencersonDouyin(Nov2022vs.Nov2023)Number of KOLsSource:Ocean Engine 2023 Travel Data ReportMonthNov-22Dec-22Jan-23Feb-23Mar

236、-23Apr-23May-23Jun-23Jul-23Aug-23Sep-23Oct-23Nov-23463503524639735797822906938905937992515.2 OutboundTravelInfluencersFocusedonSpecificDestinations Overall,Douyins outbound travel influencers fall in the following two categories.The first major category comprises travel influencers focused on specif

237、ic destinations.These creators specialize in travel content around a particular country or region,providing in-depth insights into local travel routes,cuisine,and cultural customs.Their content often emphasizes depth over breadth,attracting followers with a keen interest in the featured destination

238、or those with imminent travel plans.guides.Notably,the fastest-growing category is global travel,which had a remarkable growth rate of 3.7 times in November 2023 compared to the same period in 2022.Take 罐头瓶子在荷兰(Canned Bottle in the Netherlands)as an example.Visiting his profile feels like embarking

239、on a global journey.Known as“罐头哥”(Brother Can),he takes his tens of millions of followers on adventures,chasing the Northern Lights in Iceland,observing penguins in Antarctica,dancing in the squares of Austria,and sharing the latest happenings in the“tall country”of the Netherlands.Followers not onl

240、y enjoy global landscapes with him but also make global purchases,ranging from affordable face masks to high-end outdoor gear.In 2023,his global merchandise sales surged by over 400.0%.74罐头瓶子在荷兰TopOutboundTravelInfluencersonDouyin(asofNov2023)Account Name Number of Fans Destination三融在东帝汶匠游北极圈芬兰大鱼迪拜酱

241、 少董在法国 泰国阿龙（旅游地接）马尔代夫兰哥泰国阿潘超哥在欧洲San Rong in East TimorCraftsman Travel Big Fish in the Finland Arctic CircleDubai“Sauce”Shao Dong in France Thailand A-LongLan Ge in the MaldivesThailand A-PanChao Ge in Europe 5,013,448 3,646,579 1,160,479 925,721 548,077 510,599 485,888 475,213 417,305 Timor-LesteJa

242、panFinlandDubaiEurope ThailandMaldivesThailandEuropeSource:Ocean Engine 2023 Travel Data ReportSource74 Ocean Engine 2023 Travel Data Report52 2024 iClick Interactive Asia Group Limited.All rights reserved.5.2Source:Ocean Engine 2023 Travel Data Report The influencer 韩船长漂流记(Captain Hans Drifting Dia

243、ry)sold his house to buy a single-masted sailboat and embarked on a solo journey around the world.Through Captain Hans short videos,many have witnessed his ventures through thunderstorms,encounters with storms,propellers entangled in fishing lines,and even moments when he was stung by wasps,sharing

244、his swollen face which resembled a pigs head.Captain Hans short videos,and similar adventurist profiles,are gaining popularity.韩船长漂流记TopGlobalTravelInfluencersonDouyin(asofNov2023)Account Name Number of Fans Destination大亮的旅途耀阳环游记拜托叫我林先生刘小嘉暴走五十国ok哥环球探海记大珂的辞职旅行李新咏 195国行走中两个水瓶Da Liangs JourneyYao Yangs

245、 World Tour NotesPlease Call Me Mr.LinLiu Xiaojias Rampage Through Fifty CountriesOK Brothers Global Maritime ExplorationDa Kes Resignation JourneyLi Xinyongs Journey Through 195 CountriesTwo Aquarius 3,290,081 2,923,598 2,330,944 1,627,839 1,471,996 1,040,596 1,286,476 781,194/Traveling around the

246、world,to more than 100 countriesSolo driving and cycling/Traveling to niche destinations/Taking wedding photographs in 100 countries OutboundTravelInfluencersFocusedonTravelingGlobally The second type comprises global travel influencers.Their content spans a wide spectrum of destinations worldwide.T

247、hey explore renowned global travel spots,seek out exquisite cuisines,and share the diverse cultures and arts of different destinations.Their fans appreciate their multifaceted,global perspective.535.2 Outbound Travel Check-ins From November 2022 to November 2023,there were over 30 million check-ins

248、at Point of Interest(POI)locations abroad on Douyin.The annual growth of outbound travel check-ins reached 204.0%(with a 261.0%increase in the number of users checking in).Following the resumption of outbound travel,Douyins outbound travel check-in user count and check-in volume have both increased

249、steadily month by month.Peak levels were reached during the Labor Day,National Day,and summer holidays.Monthly Outbound Travel Check-in Frequency on Douyin(Nov 2022 to Nov 2023)MonthNov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-23Sep-23Oct-23Nov-2300.51.5121.451.541.681.632.132.282.532.4

250、52.883.002.713.012.962.53.53Source:Ocean Engine 2023 Travel Data ReportSource:Ocean Engine 2023 Travel Data ReportMonthly Outbound Travel Check-in User Count on Douyin(Nov 2022 to Nov 2023)MonthNov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-23Sep-23Oct-23Nov-2302006004008001,0001,200Frequ

251、ency In MillionUser Count In Thousand3603904635026477268027799391,02386597594254 2024 iClick Interactive Asia Group Limited.All rights reserved.5.25,398Number of Check-in In Thousand Regarding outbound travel destinations,popular tourist spots in Asia are witnessing a significant surge in popularity

252、 on Douyin,accounting for nearly 80.0%of the total outbound travel check-ins.After the resumption of outbound travel,Hong Kong,Macau,Japan,South Korea,and Southeast Asian countries such as Singapore,Malaysia,and Thailand have emerged as the top choices for Douyin users engaging in outbound travel.Ko

253、rea,Thailand,the United Kingdom,Hong Kong,Japan,and the United States saw check-in numbers rise to 2.7,5.6,1.5,3.6,2.3,and 1.7 times their pre-pandemic levels,respectively.Among them,Thailand and Hong Kong experienced the most significant increases.75Top 20 Check-in Destinations for Outbound Travel

254、on Douyin(Nov 2022 to Nov 2023)Number of Check-ins in Various Countries and Regions in Pre-pandemic and Post-pandemicThailandUnited KingdomCanadaHong Kong,ChinaNov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-23Sep-23Oct-23Nov-23Nov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-23Se

255、p-23Oct-23Nov-23Nov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-23Sep-23Oct-23Nov-23Nov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-23Sep-23Oct-23Nov-23Nov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-23Sep-23Oct-23Nov-23Nov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Ju

256、l-23Aug-23Sep-23Oct-23Nov-23United StatesJapanSouth KoreaVietnamAustraliaItalyMacau,ChinaSingaporeMalaysiaIndonesiaRussiaUnited Arab Emirates(UAE)CambodiaLaosSpainFrance01,0002,0003,0004,0005,0006,000Source:Ocean Engine 2023 Travel Data ReportSource:Ocean Engine 2023 Travel Data ReportKorea-Increase

257、d 2.7 timesNumber of Check-ins Number of Check-ins Hong Kong-Increased 3.6 times Thailand-Increased 5.6 timesJapan-Increased 2.3 times UK-Increased 1.5 timesUSA-Increased 1.7 times Source75 Ocean Engine 2023 Travel Data ReportCountry2,7832,0581,6411,603 1,5791,1501,03397595384924224193933

258、61294555.2Kuala LumpurOsakaBaliTokyoDubaiPattayaSingaporeKapoiala CitySempornaDon Sao Island,LaosBangkokLondonPhuketParisMoscowSeoulKyotoPenang050Source:Ocean Engine 2023 Travel Data ReportSource:Ocean Engine 2023 Travel Data Report Top check-in spots in Hong Kong and Macau on Douyin from

259、 December 2022 to November 2023 included Hong Kong Disneyland,Parisian Eiffel Tower at The Parisian Macao,Ruins of St.Pauls,Central and Sheung Wan Promenade Ferris Wheel,and Avenue of Stars.Hong Kong Disneyland had the highest number of check-ins,totaling 137,920.Regarding outbound travel check-in s

260、pots,excluding Hong Kong and Macau,Tokyo,Bangkok,Kuala Lumpur,Dubai,and Pattaya emerged as some of the most popular destinations during the same period,mostly concentrated in Asia.Top Outbound Travel Check-in Spots(Excluding Hong Kong and Macau)on Douyin(Dec 2022 to Nov 2023)Ruins of St.PaulsPeak Tr

261、am to Victoria PeakSenado Square in MacauHong Kong DisneylandHong Kong Observation WheelAvenue of StarsMacau PeninsulaMacau Fishermans WharfTsim Sha Tsui Star Ferry Pier-The Five Flagpoles Ngong Ping 360 in Hong KongParisian Eiffel Tower at The Parisian MacaoVictoria HarbourOcean Park Hong KongVicto

262、ria PeakHong Kong Convention and Exhibition CentreAsiaWorld-ExpoSky100 Observation Deck in Hong KongMacau TowerVictoria ParkVictoria Peak-Sky Terrace0204060800Top Check-in Spots in Hong Kong and Macau on Douyin(Dec 2022 to Nov 2023)Number of Check-in In ThousandNumber of Check-in In Thous

263、andLocationLocation223845857554946444222119181756 2024 iClick Interactive Asia Group Limited.All rights reserved.5.2Number of Check-in In Thousand4,5853,756 Douyin users are most likely to create check-in content primarily focused on culinary and shopping

264、experiences when traveling abroad.From November 2022 to November 2023,the number of check-ins for food and dining content and shopping content,increased by 2.2 and 3.2 times,respectively.Additionally,it is worth noting that business trips continue to be one of the prominent reasons for international

265、 travel.Beautiful scenery edits:The breathtaking beauty of global destinations is a major attraction,providing an immersive experience with natural landscapes,cityscapes,and more.Culinary exploration:Food is an integral part of travel.Experiencing different cultures through food by showcasing unique

266、 cuisines from around the world and sharing tasting experiences is among one of the most liked outbound travel content on Douyin.Practical guides:Sharing useful information such as travel routes,budgets,accommodations,transportation,etc.,helping users eliminate many hassles during actual travels.Int

267、erpretation of Chinese elements:Filming abroad while wearing clothing with Chinese elements,such as qipao or hanfu,allows individuals to experience the cultural richness of China amidst beautiful scenery,creating a grand yet subtle impact that resonates with the audience.Types of Check-In Content fo

268、r Outbound Travel on Douyin(Nov 2022 to Nov 2023)Most-viewed Outbound Travel Content CategoriesBusinessFood&DiningTourist AttractionsHotels&AccomocdationsNatural LandscapesShoppingTransportationEducation&Training05001,0001,5002,0002,5003,5004,5003,0004,0005,000Source:Ocean Engine 2023 Travel Data Re

269、portContent Type3,4103,3233,2042,9362,8281,005575.2Content type-related:This category emphasizes sharing personal travel experiences,including travel vlogs,overseas life experiences,fragmented travel sharing,and stories of overseas adventures.Through these contents,one can experience the joy and exc

270、itement of travel from various perspectives.Douyin search result on“Overseas Adventures and Stories”（海外奇遇见闻录）Main Topics for Outbound Travel Share niche destinations:Sharing beautiful,off-the-beaten-path destinations that are not widely known but unexpectedly stunning.Luxury experiences:Sharing luxu

271、rious travel experiences,such as riding in luxury yachts,staying at five-star hotels,and enjoying gourmet meals at Michelin-starred restaurants,all of which quickly attract a large following.76Source76 Ocean Engine 2023 Travel Data ReportLocation-related:These topics mainly revolve around specific t

272、ravel destinations,such as the cultural landscapes of Thailand,the magnificent natural scenery of Iceland,or the dreamy islands of the Maldives.Through these topics,one can gain insights into the characteristics and charm of various places.Douyin search result on“Travel in Thailand”（泰国旅游）Specific pr

273、actical topics:This category typically covers a lot of practical travel information and advice,such as application tips for US visas,recommendations for visa-free countries,precautions for hiking trips,and family-friendly travel destinations.Practical information like this helps users plan their jou

274、rneys more effectively.Douyin search result on“Overseas Travel Guide”（旅游攻略）58 2024 iClick Interactive Asia Group Limited.All rights reserved.5.2Source77 Ocean Engine 2023 Travel Data ReportNumber of Views of Hot Topics for Outbound Travel on Douyin Type Topic Views Thailand Tourism 3 billion Phuket

275、Island 185 million Bali Island 216 million Location Iceland 861 million Maldives 731 million Egypt 489 million Japan 461 million Overseas Adventures and Stories 409 million Life Abroad 1.7 billion Travel Recommendation Official 2.2 billion Global Travel 1.5 billion Type of Content Healing Landscapes

276、 859 million Island Getaways 202 million Travel Guides 188 million Visa 111 million Special Forces-style Travel 109 million Road Trips 102 million Practical Information US Visa 59 million Visa-Free Countries 57 million Traveling with Kids 50 millionSource:Ocean Engine 2023 Travel Data ReportOutbound

277、 Travel Case Tourism AustraliaFrom July to August 2021,a viral challenge was launched on Douyin,centered around the unique animals of Australia.The primary objective of this initiative was to boost awareness,engagement,and followers for 澳大利亚旅游局(the official account of Tourism Australia on Douyin).It

278、 successfully garnered over 700,000 new followers within 30 days and accumulated more than 1.4 billion views on the Hashtag Challenge(HTC)page.The campaign employed various solutions,including hashtag challenges,in-feed ads,and collaborations with creators,which can be broken down into three steps.A

279、 tourism operator shot a video of a kangaroo and uploaded it to Tourism Australias Douyin account.The trend was picked up and field by HTC and creator campaigns on Douyin.Continuous build-up of interest in cute moments with local animals.775.259Capturetravelers attention the second they open the app

280、Connectwith core travelers to foster long-term relationshipsCo-creationis key.Inspire UGC contentCombineall the best solutions with our sponsor packagesHow-to4CsSource:Ocean Engine 2023 Travel Data ReportStep-by-StepGamePlan Walk Test out the water and promote destinations as quickly as possible wit

281、h in-feed ads,TopView/Takeover,verified account,stellar creative project(Douyins content creation service),and OEMS(Ocean Engine Managed Service).Run Leverage creator and UGC campaigns to maximize impact with hashtag challenges,Mission for All,creator collaboration(creator marketplace),TopView/Takeo

282、ver,and in-feed ads.Fly Integrate sponsorship package to stand out during peak seasons by participating in Douyins#JoyfulJourney Sponsorship project and utilizing livestream and Douyin Lite shop.Brands and marketers can enhance their outreach to Douyin audiences by aligning their marketing campaigns

283、 with peak travel seasons as listed in section 2.3.2.78 Leverage Ocean Engines CapabilityOcean Engine is a comprehensive digital marketing service platform under the Douyin Group.It is committed to allowing companies and individuals regardless of size and region to use digital technology to stimulat

284、e creativity,drive business,and achieve sustainable business growth.Driven by intelligent technology,Ocean Engine seamlessly facilitates brand-consumer connections and comprehensive campaign management across channels and devices,empowering brands to engage consumers seamlessly across various apps.D

285、ouyin leverages Ocean Engine to boost visibility across all ecosystem apps.Historical campaign data reveals that cross-app connection(Toutiao/Fanqie Novel/Xigua Video/Douyin)leads to a 178.0%higher CTR.Brands and marketers could tap into Toutiao,the top news app in China,to connect with the rising c

286、lass of affluent Chinese travelers.GettoKnowthe4Cs-ProTipsforDestinationMarketingonDouyinSource78 Ocean Engine 2023 Travel Data ReportSource:Ocean Engine 2023 Travel Data ReportViral Travel Season Hashtags on Douyin Winter#WinterWhereToGo 48.8M+Video Views#SpringFlowerFestival 24.7M+Video Views#Head

287、ingForSummer 170M+Video Views#VirtualToursInChina 1.9B+Video ViewsSpringSummerAutumn60 2024 iClick Interactive Asia Group Limited.All rights reserved.5.2Ocean Engine is a fully comprehensive and measurable digital marketing platform with a wide user scale,offering various content formats and convers

288、ion paths for brand building,thought shaping,and effective conversions.It utilizes extensive audience-and content data assets to facilitate targeted marketing strategies.How to Advance from Interest to Conversion Establish a business account Connection to the Douyin community.In-feed ads Blend into

289、the communitys content.TopView Instantly direct users towards hotel stay trip packages.“Mission for All”Incentivize UGC for millions of views.Search ads Curate popular search keywords to drive desired conversions.Sponsored package Make the most of Douyins ads solutions,professional creator content,m

290、edia exposure,etc.To transition from interest to conversion on Douyin,businesses can employ several strategies.First,Douyins business account revolutionizes owned media strategies,providing branded and certified pages that serve as integrated marketing platforms.Businesses can leverage these account

291、s to post fresh content,interact with users,and organically expand their fan base,fostering a deeper connection with the Douyin community.Next,in-feed ads on Douyin offer a seamless integration within organic content.Key features include the placement in the“For You”feed with up to 60 seconds of aut

292、o-play video and sound-on capabilities,along with interactive options such as liking,commenting,sharing,and following.This feature ensures that promotional content blends naturally with the user experience.As Douyins most impactful placement,TopView provides premium and unavoidable placement with hi

293、gh-impact,full-screen video presentations upon launching the app.This format ensures distraction-free viewing,capturing 100%of users attention with sight,sound,and narrative.Key features include up to 60 seconds of full-screen video with auto-play and sound-on capabilities,as well as clickable boxes

294、 for users to access the brand website or in-app pages.Leveraging TopView ads allows brands to instantly capture user attention and direct them towards hotel stay trip packages.Ocean Engines SolutionsCreate a“All-SlidedGrowth”SolutionOcean Engine a fully capable and measurable digital marketing serv

295、ice platform with a huge user scaleContentsConversion PathsScenariosDataShort Videos Medium-Length Videos Live Streams Text&Images E-Books Photo Albums Product Purchase Local Lifestyle Leads Generation Downloads&Payments Platform Data+Brand-Owned DataAudience Data Assets Content AssetsBrand Building

296、 Thought Shaping Effective Conversions MeasurableAll Capabilities5.261 The“Mission for All”initiative incentivizes skilled creators to generate on-brand videos by providing instant rewards.This feature allows brands to influence the quality and relevance of the content produced to better align with

297、their promotional objectives.The UGC and PGC creation drives millions of views and enhances brand visibility.Search ads can be strategically curated to target popular search keywords,driving desired conversions by reaching users actively seeking relevant content.Search ads on Douyin have shown to in

298、crease conversions by 2.5 times when utilizing both image and video formats.Sponsored packages offer a comprehensive solution,incorporating Douyins ad solutions,professional creator content,and media exposure to maximize brand reach and impact.5.2.2 Xiaohongshu Xiaohongshu,also known as Little Red B

299、ook or RED,is a prominent lifestyle platform in China that inspires people to discover and connect with a range of diverse lifestyles.What sets Xiaohongshu apart is that more than 90%of its content is created by users,and it has a dedicated community of 80 million active individuals who actively sha

300、re content.Users on the platform interact with user-generated content through feeds,which leads to personalized recommendations and search activities.This has resulted in a significant daily active user penetration of 70.0%who actively search for content on Xiaohongshu.As of April 2024,the platform

301、boasted a monthly active user base of 300 million.In terms of user demographics,the majority of Xiaohongshus users are concentrated in major cities across China,with 50.0%residing in Tier 1,new Tier 1,and Tier 2 cities,indicating a higher level of disposable income.79 According to the“Xiaohongshu Cu

302、ltural and Travel Seeding Guide”in the first half of 2023,the number of travel-related posts published on Xiaohongshu increased by 250.0%compared to the same period last year.Moreover,the number of travel bloggers for the entire year surged by 672.0%.80 Marketing campaigns such as“Hong Kong Travel T

303、ime Machine”and“Art Travel to Hong Kong,”launched by the Hong Kong Tourism Board and Xiaohongshu in 2023,brought over 200 million exposures to the Hong Kong tourism industry.81 Source79 Xiaohongshu Media Report 202480 Xiaohongshu Cultural and Travel Seeding Guide:Unlocking Infinite Possibilities for

304、 the Cultural and Travel Industry https:/ Xiaohongshu collaborates with the Hong Kong Tourism Board to launch the“Hong Kong City Walk Guide,”generating a total exposure of over 21 million https:/ 2024 iClick Interactive Asia Group Limited.All rights reserved.5.2Source82 QuestMobile 2023 Comprehensiv

305、e Panoramic Ecosystem Traffic Semi-Annual Report:1.213 billion users,stable entrance for Mini-Programs,the rise of Douyin Mini-Programs,and smart devices as the second growth curve https:/ 5.2.3 WeChat Mini ProgramWeChat mini programs are compact applications embedded within the WeChat app where use

306、rs can access app-like services and features without the need for separate downloads or installations.This provides a more integrated and streamlined experience within the WeChat ecosystem.According to QuestMobile,as of May 2023,WeChat mini programs have reached a user base of 928 million,showing a

307、year-on-year growth of 4.7%.82 The top five online travel agencies mentioned in previous sections,T,Qunar,Tongcheng,Fliggy,and Mafengwo,along with leading hotel chains like Marriott International,Hilton,and Hyatt,have all extended their outreach by establishing a presence on WeChat mini programs to

308、connect with a broader audience.Additionally,WeChat users can easily access duty-free operators such as cdf Sanya International Duty-Free Complex and Sunrise Duty-Free(Shanghai)through WeChat mini programs.5.2.4Campaign BackgroundiClick Interactive took on the challenge of developing and implementin

309、g an integrated WeChat mini program solution specifically tailored for LVMH Beauty-Make Up For Ever(MUFE)travel retail customers in Chinas duty-free scene.Notably,as the pioneering LVMH P&C brand to launch a WeChat mini program-玫珂菲 煥彩之旅 for travel retail,iClick navigated complexities in the Chinese

310、landscape and collaborated seamlessly with the clients internal teams,including legal,IT,and data security departments.Through proactive communication and robust client support,the campaign was successfully launched in June 2023.It expanded its reach across leading OTAs in China such as Ctrip and To

311、ngcheng Elong,facilitating client interaction with confirmed travelers during their“Pre-trip”&”In-Destination”phases.This three-week campaign,spanning from July to August 2023,was complemented by a paid media campaign,leading to the acquisition of numerous new members within a condensed timeframe.5.

312、263CASE STUDY FROM ICLICK64 2024 iClick Interactive Asia Group Limited.All rights reserved.The MUFE WeChat mini program boasts several key features designed to elevate the duty-free shopping experience by seamlessly blending online and offline elements.Users are offered a virtual tour of Make Up For

313、 Evers flagship boutique at China Duty-Free(cdf)Haikou International Duty-Free Shopping Complex,immersing them in an engaging exploration.The game“Desert Travel”is inspired by MUFEs HD Skin Power Foundation collection,and users have the chance to win weekly and monthly special prizes.Additionally,th

314、e“Whats your Mood Today?”makeup quiz adds a personalized touch by offering makeup suggestions tailored to users moods and Hainan activities,with direct purchase links to recommended products from China Duty-Free Groups(CDFG)ecommerce Bugou site.*Beauty enthusiasts can also indulge in bookable and re

315、deemable beauty masterclasses at the flagship boutique,either through accumulated app points or in-store purchases.Key Features of the MUFE WeChat Mini ProgramFurthermore,the innovative“Group Buy With Friends”feature simplifies the shopping experience by consolidating products into a single wish lis

316、t,optimizing duty-free quotas,and fostering a sense of social community among users.5.2*Bugou refers to the 180-day period in which Chinese travelers can use their unused duty-free allowances 6566 2024 iClick Interactive Asia Group Limited.All rights reserved.Key TakeawaysPromoting the MUFE WeChat m

317、ini-program through paid media campaigns generated over 3 million impressions.Notably,partnering with online travel agencies produced stronger results,surpassing Ctrips average benchmark of 5.0%and exceeding Tongcheng Elongs projected rate of 3.0%.Utilizing WeChat mini program user data strengthens

318、MUFEs customer relationship management(CRM).CRM integration plays a pivotal role in deepening visitor understanding and enabling effective remarketing endeavors.Data is gathered from various touchpoints,including registration,profile information,offline event participation,mini-game activities,and p

319、oints accumulation.These data serve as invaluable resources for analysis and subsequent remarketing strategies.Furthermore,the program aims to convert users into paying customers by directing them to CDFGs online stores,effectively bridges the gap between online and offline experiences,and drives cu

320、stomers to the MUFE flagship store in Hainan.O20 activities are meticulously monitored within the CRM system.New member registrations and online gift redemptions are closely tracked,with members able to redeem gifts in MUFE travel retail offline stores via QR codes scanned by beauty advisors.5.2 Lea

321、ding Online Travel Agencies in China87 5.3.1 Introduction to Top Five Online Travel Agencies Ctrip Ctrip,a brand under T Group,consistently holds the top position among apps that provide online travel services with an average monthly active user base of 102.5 million in the second quarter of 2023,ma

322、rking a 21.5%increase compared to the first quarter in 2023.83,84 Since its launch in early 2023,T Groups AI travel assistant,TripGenie,has delivered remarkable results,including doubling the order conversion rate and achieving higher user retention rates.85 The AI robot has significantly enhanced u

323、ser engagement and overall service efficiency,boasting a self-service resolution rate of 78.0%for air tickets and 68.0%for hotels.86 Looking ahead to 2024,T aims to enhance the user experience further by leveraging AI technology to craft more personalized itineraries,facilitate instant bookings,and

324、provide prompt responses to user queries.Q Q is a leading online travel services platform,which is part of the T Group.In 2023,Qunar had reached 2.04 billion downloads and 600 million users,including 100 million monthly active users and 10 million daily active users.As a one-stop solution for travel

325、ers,Qunar gathers a variety of travel products,including over 680,000 routes worldwide,4 million hotels and resorts,7 million curated travel routes,68,000 attractive scenic spots,70 million real experiences shared,and insights from 5,000 travel influencers.Additionally,Qunar stands out with the high

326、est frequency of use(20.0%above the industry average)and the longest usage time(40.0%above the industry average)in Chinas online travel sector.Since its establishment in 2005 as the first online travel search engine,it reflects a steadfast commitment to continuous innovation,notably in the utilizati

327、on of artificial intelligence to enhance user satisfaction.87 5.35.367Source83 MoonFox Data:Ctrip achieved multiple-fold revenue growth in Q3,surviving through the harsh winter amidst industry recovery https:/ 84 Forecasting 2024:A Comprehensive Overview of Chinas Online Travel Industry in 2024 http

328、s:/ 85 T Group Empowers the Travel Industry with Transformative AI Innovation https:/ Financial report for the third quarter of 2023 for T Group has been released:Net operating income is 13.7 billion yuan,a year-on-year increase of 99%https:/ 87 Qunar 2023 Travel Data Report68 2024 iClick Interactiv

329、e Asia Group Limited.All rights reserved.5.3Source88 How did Tongcheng Travel become the largest online travel platform in terms of user scale in China?https:/ Tongcheng Travel releases Q3 financial report:Core business revenue hits a new high,and hotel room nights grow by 100%compared to 2019 https

330、:/ App of the Month Fliggy https:/ What does Mafengwo rely on to navigate the“Golden Decade of New Independent Travel”?https:/ After four years,can Mafengwo sustain a valuation of 13 billion RMB with its latest round of funding?http:/ Frontline Report:Mafengwo completes new funding round after nearl

331、y 4 years,but the landscape of online travel has changed https:/ Travel is one of Chinas largest online travel platforms,focusing on Chinas sinking market.According to Tongchengs 2023 third-quarter financial report,Tongcheng Travel had a cumulative total of 225 million annual paying users as of the

332、third quarter of 2023,marking a year-over-year growth rate of 3.1%.88 As of the end of September 2023,87.0%of registered users hail from non-Tier 1 cities.In the third quarter of 2023 alone,more than 71.0%of the new paying users on Tongcheng Travels platform were from these non-Tier 1 cities,undersc

333、oring the platforms broad appeal beyond major cities of China.89FliggyAmong Chinas major online travel agencies,Fliggy,backed by Chinas tech giant Alibaba,stands out as one of the most affordable options.Leveraging Alibabas extensive ecosystem,Fliggy primarily targets young Chinese people and provides hotel and vacation services,particularly focusing on overseas travel.Specifically,36.0%of Fliggy