China millennials, also known as Generation Y or post-80s and post-90s by Chinese marketers, account for 25% of the total population and 73% of outbound tourists in China according to GfK.
China had 109 million outbound tourists who spent a total amount of US$229 billion on shopping in 2015 according to GFK. The top five most popular travel destinations of Chinese travelers have been South Korea, Thailand, Hong Kong, Japan and Taiwan since the beginning of 2016.
China “Millennials” focus on good outbound travel experience, which is both spiritual and material. 15% surveyed by GfK enjoy the experience on luxury travel, 33% on gourmet food, 37% on history and culture, 49% on nature, and 44% on adventure and excitement.
In the recent 15 years, the consumption value of Chinese consumers has tremendously changed. In travel, group travel enthusiasm waned, and the free and easy trips are becoming mainstream. China ‘Millennials’ desire to integrate into the global culture makes destinations with historical and cultural attractions more attractive. Japan, Taiwan, and Thailand are in the top positions while Hong Kong, who has rich resources of shopping, continues to lose Chinese tourists.
China millennials tend to book their free and easy trips in advance; so, marketing campaigns targeting specific holidays should launch one to two months in advance. Chinese tourists to Japan and Taiwan booked their trips one to two months in advance; those to South Korea one month according to GfK.
A total number of 220 million Chinese residents will travel overseas with a total spend of $450 billion in 2025, up from 120 million residents spending $250 billion in 2015 according to Goldman Sachs’ report.
Read more: China Luxury Hotel Users Insight