Chinese millennials are very different from older Chinese generations. The top characteristics of this social group are: their income, activities and more independence.
Some quick facts about Chinese millennials
About 2/3 of Chinese millennials are college graduates and 8 out of 10 are employed full-time. As a result, they receive higher incomes with more than 70% of Chinese millennials being from the middle-higher social class. They also tend to spend more than their parents.
Also, about half of them are married. They are also heavy Internet and mobile phone users. They are also more adventurous and willing to start their own business if they didn’t find a job. The combination of this traits and the evolution of behaviour in comparison to older generations makes Chinese millennials an exception to the rule creating its own separated group.
Overview of the outbound Chinese tourism market
In 2015, there were 109 million Chinese travellers. Furthermore according to GFK, a global market research agency, Chinese travellers spent 229 Billion USD the same year. This positive trend doesn’t only involve Asian countries but also Europe, America and The Middle East. As an illustration of that, the number of Chinese tourists have increased by almost four times in Thailand, has doubled in Europe, and almost tripled in America, Japan as well as the Middle East.
Chinese millennials travellers
Their willingness to travel in addition to their needs of autonomy leads them towards individual planning instead of booking travel tours and packages. They are looking for more adventure, excitement, discovery, and are more involved into their own trip planning.
Chinese Outbound tourism
Half of the Chinese tourists travelling abroad are in fact Chinese millennials (between 15 and 29 years old); hence, their huge impact on the Chinese outbound tourism market. The Chinese outbound tourism market has been expanding tremendously these last few years thanks to the support of this new sub-culture.
As said earlier in this article, Chinese millennials have more financial resources and are mostly part of the white-collar group. That being said, spending more on travelling, buying souvenirs, is less of a problem for them. In fact, they are now the most promising group in the luxury market in terms of development and revenue.
Finally, Chinese people are very connected and participate actively on social media. Not only do they travel more, they also share more on Internet their stories, comments and pictures on famous Chinese social media such as Wechat and Weibo. Consequently, having a presence on these social media platforms ensures a good access to this group of young tourists.
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