Chinese travellers’ digital and pre-trip research are unboxed in the third instalment of an exclusive nationality tracker study series shared by TRBusiness on behalf of NPD Travel Retail.

Sixty percent of Chinese travellers take time to explore the duty free offer during the research phase, according to the insight.

Interest in product ranges attract the most appeal (59%), while promotional discounts (57%), pricing (56%) and duty free allowances (55%) also tempt travellers.

“This shows that availability and price are key considerations that brands can activate against at every part of the Chinese passenger journey,” said NPD Travel Retail.

WORD OF MOUTH PAYS

With Chinese travellers seeking information on multiple aspects of the travel retail environment, the ability to measure the ready availability of information remains important, the research continues.

“Positive for the industry is that the Chinese find the exact information they need in over three-quarters of occasions; this has grown a huge +12% between earlier waves to [the latest] wave 11,” said NPD Travel Retail.

Human interaction remains the most potent source of information for Chinese travellers during the pre-trip research phase of their travel journeys.

Accordingly, 44% of Chinese travellers will speak to either a family member or friend and 30% will read a travel guide or book.

Thereafter, digital plays a key role, with 43% tapping into social media; 39% using a travel agent or tour operator’s website/app; 36% searching travel booking websites; and 35% visiting travel planning/review/comparison websites.

When it comes to the exact moment Chinese travellers conduct their research, almost 50% do so during the booking phase, 31% when they are at their destination and 29% while travelling to the airport.

Chinese travellers were equally interested in five areas when undertaking their pre-trip research: Hotels and accommodation (69%), transport (63%), airport duty free (60%), local attractions (59%) and restaurants (57%).

“This may either lend itself to the high preparation levels of the Chinese traveller or highlight the fact that they favour structured travel where they are able to retain their local identity (i.e. choice of food, interests) when travelling abroad,” said NPD Travel Retail.

WIFI CONNECTIVITY SLIPS

Turning to digital, shopping through the medium has increased by 20% between the start of the series (Wave 2) to the most recent research undertaken (Wave 11).

It shows that 23% of Chinese travellers are less inclined to use their smartphone or tablet for gamification in Wave 11.

However, perhaps more interestingly, the level of travellers accessing paid or free wifi at the airport has slipped by seven percentage points from 86% to 79% – although the majority still access the service.

Of those that do connect, 60% are doing so to access social media, which has grown by 3% over three waves, and 57% connect to browse, although this has declined by 6%.

Forty percent access the internet to view the news, send images or messages, search for duty free information, research destinations and compare duty free prices.

Chinese travellers’ use of apps on their smartphone or tablet to access social media has grown by 24% between the start of the series (Wave 2) to the most recent (Wave 11).

The WeChat social media platform emerged as a clear favourite, with 80% of Chinese travellers having an active account. QQ, Sina Weibo and IQiyi follow behind.

“To engage with the digitally-able Chinese passenger, brands and retailers can’t afford to ignore the swathe of influence that WeChat continues to command,” said NPD Travel Retail.

Three quarters of Chinese travellers possess either a smartphone (non-iPhone) and/or laptop, while around two fifths own a tablet (non-iPad), an iPad or an iPhone, according to the research.

When travelling on their most recent international trip, more than 66.66% carried their smartphone (non-iPhone) with them. Less than 30% carried either their laptop, tablet (non-iPad) or iPad.

All graphs courtesy of NPD Travel Retail.

To view the first Chinese Tracker Study report on pricing and promotions, click here.

To view the second Chinese Tracker Study report on buying and staff engagement, click here.