Survey Result: Young Chinese Travelers Journey (Sep 2019)

China outbound is a very fragmented market but young Chinese travelers is always a very important segment for overseas tourism operators.  It is because in general, this is the segment that not only they travel, they travel free and independently and we can reach them online.  From Trustdata, in the first half of 2019, post-90s young users who made hotel reservations are exceeding post-80s for the first time.  And post-90s together with post-00s make up 46% of the total online hotel bookers.  The potential for the post-00s is huge and will increase as well.

To reach young Chinese travelers, we must understand Young Chinese Travelers Journey.  In the recent CITIE (China International Tourism Industry Expo) on Aug 29 – Sep 01, 19, it attracts 500,000+ visitors of which about 200,000+ are Chinese below 30 years old (estimate provided by CITIE).


We at Compass Edge exhibited at CITIE and have taken this opportunity to reach these young Chinese travelers of age 30 and below and conducted face-to-face survey on the 5 critical steps in the Young Chinese Travelers Journey – Inspiration, Planning, Validation, Booking and Sharing. The following summarizes the survey result.

Question One: Inspiration – where do you get inspirations for your future overseas travel?

Question Two: Planning – which online platforms do you go to for overseas trip planning?

Question Three: Validation – do you search & review the short-listed hotels’ official websites?

Question Four: Booking – how do you book hotels for your overseas trips?

Question Five: Sharing –after your stay, which platforms will you share your travel experiences?

Disclaimer: Compass Edge is not a research institute and we are conducting this survey to provide insights for our hotels clients and industry associates.  The data should be used as reference only and Compass Edge will not be held liable for the survey results.  Please use the data with your own discretion.

Tags: Young Chinese Travelers Journey; Chinese Millennials Travel Journey; China Outbound Tourism; Chinese Travelers Journey; China Online Marketing; China Outbound Survey; Post-90s Chinese travelers

Compass Edge is a company offering online solutions to independent hotels. It is a niche service provider offering cost-effective branding solutions for overseas hotels to establish an online presence for the booming Chinese FIT market. It can also provide customers with an Internet Booking Engine, meta-search integration, GDS distribution and Channel Manager in its portfolio of solutions.

This article was written by Anita Chan, CEO of Compass Edge. Anita has extensive travel industry experience, and has worked all over the world with leading companies such as Four Seasons Hotels and Delta Hotels, as well as in corporate offices and technology service providers. Before joining Compass Edge, Anita worked as Regional Director for a leading OTA in Asia, as Global VP for a leading digital agency, and as VP Asia Pacific for Small Luxury Hotels of the World.

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