The rapid growth of China’s lucrative outbound tourism market is nothing new to the travel industry. According to the data from United Nations World Tourism Organization (UNWTO), Chinese outbound travellers spent US$258 billion in 2017, ranking the number one contributor globally with 21% of the world market. Looking beyond the numbers, for anyone who wants to do business with this vast and rapidly growing group of consumers, it is important to look at who these travellers are, and what drives them.

The online advice for international marketers on how to effectively target this group is limitless. Often referred to collectively as ‘The Chinese traveller’, this generalisation for the largest group of consumers who are reshaping the retail world has not been due to naivety. The data just hasn’t been available — until now.

Three Distinct Chinese Travellers

At iClick, through our marketing intelligence platform iAudience, we have tracked and profiled 750+ million internet users in China looking at their dynamics, profiles, key behaviours and shopping trends. What has emerged are three distinct groups, which every retailer in any location frequented by Chinese traveller should consider as part of their marketing strategy:

• The Dark Horse: The New Affluent from fast-growing 2nd Tier cities
• The Walking Wallet: The Luxury Overseas Shopper
• The Awakened Generation: The Post-90s Explorers…

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