By Jill Sayles
Published Jan 8, 2025
China Trading Desk’s latest Travel Sentiment Survey for Q4 2024 reveals 40% of Chinese travellers during the year embarked on their first international trip.
The resurgence of Chinese outbound travel in 2024 has reinvigorated global travel retail, and according to China Trading Desk’s latest Travel Sentiment Survey for Q4 2024, one statistic stands out: 40% of Chinese travellers during the year embarked on their first international trip.
This influx of first-time travellers presents both an unprecedented opportunity and a unique challenge for travel retailers looking to capitalise on the world’s largest outbound tourism market in 2025.
China Trading Desk presents highlights from its Q4 2024 China Outbound Travel Sentiment Survey that are relevant for the global travel retail industry:
The First-Time Traveller Profile
The demographic composition of these first-time travellers offers insights into their purchasing behaviours and motivations:
Young, urban and online: a significant proportion are 18–29 years old and hail from Tier 1 and Tier 2 cities. This digitally savvy group heavily relies on social media platforms like Xiaohongshu and Douyin for inspiration and guidance.
Budget-conscious but aspirational: many are middle-income earners, with a household income of 10,000–20,000 RMB (US$1366, €1327, £1100) per month, leading them to prioritise affordability while still aspiring to indulge in shopping and experiences that reflect international travel.
Shopping-centric travellers: shopping remains a critical component of their travel experience. In Q4 2024, 77.8% of travellers researched shopping activities before departure, and nearly 23% prioritised shopping as a key purpose of their trip.
What Drives First-Time Travellers to Shop?
The shopping habits of first-time travellers reflect a mix of excitement, curiosity, and the desire to make their trips memorable:
1. Gifting culture: Over 25% of Chinese travellers cited ‘buying for family and friends’ as a primary motivation for luxury purchases. For first-timers, the opportunity to bring back gifts that showcase their travel experiences plays a significant role in purchase decisions.
2. Sensitivity and value perception: Competitive pricing, tax-free shopping, and discounts remain major draws for first-time travellers. In Q4, 46% of travellers named affordability as a top consideration, highlighting the importance of promotions and perceived value in driving sales .
3. Luxury and exclusivity: First-time travellers often gravitate toward global luxury brands due to their reputation and the aspirational nature of such purchases. Over 23% prioritized shopping for luxury goods in destinations like Japan, Singapore, UAE, where tax-free options make luxury items more accessible.
Challenges to Address
While the opportunities are immense, catering to first-time travellers also comes with specific challenges:
1. Limited travel knowledge: First-time travellers use shopping experience enhancement tools such as digital wallets and mobile payments (19%), followed closely by WeChat mini-programs (18%), to navigate issues such as duty-free regulations, tax refunds, or product authenticity.
2. High reliance on mobile payments: Many first-time travellers prefer digital payment options like Alipay and WeChat Pay, with 43.6% using these platforms while shopping abroad. Retailers must ensure seamless integration of these payment methods.
3. Preference for real-time support: First-time travellers tend to rely heavily on real-time support for decision-making. The main services tourists value the most during overseas shopping are language and customer service (17%), followed by travel and shopping packages (14%) and after-sales service (13%). The physical appeal of cultural events and pop-ups is also an important driver of engagement for 12%.
What This Means for the Global Travel Retail Market
The rising number of first-time Chinese travellers represents a shift in global travel retail dynamics:
1. Increased volume: With 40% of travellers venturing abroad for the first time, retail locations in airports, shopping malls, and tourist districts are poised to see higher footfall and increased demand for guided shopping experiences.
2. Destination-specific growth: Regional favourites like Singapore (16%), Japan (14%) and Thailand (12%), will continue to benefit from first-time travellers’ comfort with familiar cultural elements, but destinations like the UAE and Australia (8%) will see growth as they market exclusivity and tailored experiences.
3. Digital innovation as a driver: As first-time travellers rely heavily on digital tools for research and purchases, integrating technology into the shopping experience will be a game-changer. Travel apps such as Ctrip/Qunar (20%), Xiaohongshu (18%) and Douyin (12%) are the preferred channels for outbound trip planning.
China Trading Desk Founder, Subramania Bhatt said: “The influx of first-time Chinese travellers in 2024 marks a pivotal moment for global travel retailers. These shoppers bring not only enthusiasm but also specific needs and expectations that require retailers to adapt quickly.
“By combining cultural sensitivity, digital engagement, and value-driven promotions, travel retailers can build lasting relationships with this growing demographic, securing their place in the evolving landscape of global tourism. As 2025 starts, the focus on first-time travellers is not just an opportunity but a necessity for travel retailers looking to thrive in this rapidly changing market.”
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