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Last-minute plans, Gen Z and Japan’s rise: China Trading Desk unveils latest insights

By Chris Madden

Published Dec 10, 2024


The company has partnered with Essential Communications for a dedicated awareness campaign as it unveils its latest quarterly China Outbound Travel Sentiment Survey.


Chinese shoppers are increasingly seeking out longer trips and more luxurious accommodation, but they are booking later than ever before, according to the latest data from China Trading Desk.


The digital marketing and research firm has partnered with The Bluedog Group’s Essential Communications to highlight the findings of its China Outbound Travel Sentiment Survey, which outlines the trends shaping the sector.


Sourced from interviews with 15,000 shoppers, the latest edition shows the continued rebound of travel from China, with Japan regaining its appeal as a destination, rising from sixth to third in the rankings of chosen destinations for Chinese tourists. The change has come about due to a favourable exchange rate in the country, making it an attractive shopping destination.


Alongside Japan’s booming appeal, the latest report reveals that 73% of Chinese travellers now book their trips within a month of departure, with almost half of Gen Z travellers planning their trip just two weeks before they leave. The length of holiday has also shifted, with 80.3% of travellers now spending between five and fifteen days abroad, while demand for shorter holidays has dropped more than nine percentage points from 19.3% in Q2 to 10%.


China Trading Desk Founder Subramania Bhatt said: “The ongoing recovery of the outbound travel market remains robust, and our projection that 128m Chinese will travel abroad by year’s end underscores that rebound.


“However, total travel this year will still fall short of pre-pandemic levels in 2019, when 155m Chinese toured outside the Middle Kingdom.”


Gen Z under the spotlight

With the growing importance of Gen Z shoppers, China Trading Desk’s latest report sheds light on the key trends and topics driving spend for China’s youngest travelling group. With a preference for one or two trips per year (67.6%), a passion for researching online and on social media before they travel (28.3%) and a desire to travel with partners (22.8%) and friends (33.2%), the group is marking a shift away from traditional Chinese travel and shopping habits.


Experience and local cuisine are key drivers for Chin’a Gen Z travellers, with 23.3% saying food is a top reason to travel, while destinations such as Singapore (15.6%), South Korea (13.9%) and Japan (12.4%) lead the way thanks to their diverse offer and the appeal of K-Pop culture.


Luxury is also a key driver, with demand for better prices (24.4%) and discounts (23.5%) both driving purchase during trips for younger consumers.


Driving alcohol spend

Price is also a central part of the appeal for alcohol shoppers, as 68.9% of Chinese travellers cited it as a crucial consideration, followed by quality (67%) and brand (66%), underlining the importance of competitive pricing alongside brand reputation.


Experience and exclusivity are at the heart of the alcohol offer, as shoppers seek out something unique on their travels, but the wider trend for more conscious alcohol consumption is also reflected in Chinese consumers. More than a third of those surveyed (37.5%) say they rarely drink alcohol, and a further 60% only drink occasionally. Lighter alcoholic choices lead the way, with beer (80%) and wine (55%) topping the list.


A new partnership

The partnership with Essential Communications comes following China Trading Desk’s participation in the 2024 TFWA World Exhibition and Asia Pacific Exhibition.


“I am delighted to be partnering with Essential Communications as China Trading Desk builds on its Chinese traveller insights expertise to now focus on the global travel retail market,” Bhatt added. “We believe brands can gain deeper understanding of key demographic behaviours from our sentiment surveys, providing the tools to build highly targeted marketing campaigns as Chinese return to overseas travel in higher numbers in 2025.

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