Five years ago the Chinese idea of an exotic getaway encompassed strutting glitzy Hong Kong shopping malls with arms adorned in Gucci bags. At the time destinations in Greater China accounted for around two thirds of Chinese outbound tourists.
Whilst almost half of travellers appear to be a little overwhelmed by the information and options available, it doesn’t mean that destinations and operators should be pulling back on communications. Instead they should focus on ensuring that the content is relevant, high quality and in the right places to break through the clutter and simplify travellers’ decisions. Chinese consumers continue to do more research into travel than their peers abroad as 74% express that they are willing to spend time and energy researching and planning their travel.