Thanks to the recent public holidays and upcoming Dragon Boat Festival, Chinese domestic tourism market is picking up. With the summer holiday for Chinese students is approaching, the growing demand fuels the further recovery of Chinese tourism businesses. And family travel consumers with stronger consumption capability are considered as the most valuable target for tourism industry after the pandemic.
Children’s Day Holiday: Bookings of family-friendly hotels and theme parks on OTAs soared
The statistics of Children’s Day holiday bookings released by OTAs showed that the family with kids has strong consumption capability. Usually the Children’s Day is only a one-day holiday. But this year the Children’s day was on Monday. As many Chinese parents took advantage of the weekends and made a 3-day short holiday with their children, bookings for family-friendly hotels and theme parks enjoyed significant growth during that period.
According to Trip.com Group’s statistics, more than 80% of the family room bookings are made by consumers in other cities, indicating that they would travel for the holiday. And according to Fliggy.com, the bookings for family-friendly hotels in May for Children’s Day holiday also soared by 1,000% over the previous month. Thanks to the surged demands of family travelers, family-friendly hotels became the first to have their occupancy rates back to the same level in equivalent period of last year among other type of hotels.
Translated by: TLM
Fliggy.com also shared some insights about their family travel consumers. Parents in South and East China are the most passionate in travelling with their kids. The top 8 source markets of family hotel bookings are: Shanghai, Beijing, Hangzhou, Shenzhen, Chengdu, Nanjing and Suzhou. Parents from these cities are willing to spend more on their hotel bookings. Regarding per customer transaction amount, Shanghai consumers averagely spent CNY 1,785 (USD 255) on each of their transactions. Consumers from Hangzhou, Shenzhen and Guangzhou also spent over CNY 1,000 (USD 142.8) on each booking, whilst consumers from Chengdu, Nanjing and Suzhou spent over CNY 800 (USD 114.3) averagely.
Regarding the most popular attraction/experience for family travelers, the bookings theme park/zoo passes increased by more than 160% over the previous month, according to Fliggy’s data. Large theme parks, such as Shanghai Disneyland, Shanghai Happy Valley, Beijing Happy Valley, and Guangzhou Chimelong Wildlife World, enjoyed the most popularity.
Post-80s and post-90s parents are leading the family travel consumptions
LY.com, another leading OTA in China, points out in its Chinese Resident Parent-child Travel Consumption Report 2020 that family travel is becoming more and more popular for Chinese and the demands increase significantly in winter and summer holidays. And the post-80s and post-90s parents (parents born in 1980s and 1990s) are key decision makers of family travel and holiday product consumptions.
The post-80s and post-90s are passionate travelers. So after have had their own kids, they are inclined to travel with their kids along. And as these parents grow older and have stronger economic capability, they will spend more on travels and the early education for their kids.
Translated by: TLM
And mothers play an important role in family travels. Based on statistics of 2017-2019, Qunar.com found that when children in primary schools travel, 79% of them were accompanied by their mothers.
Qunar.com’s poster: summarizing family travel trend - 48% of the family tourists are made up of 1 parent and 1 kid, while 52% kids are traveling with both parents. Among 1 parent + 1 kid mode, 79% of the kids will be accompanied by their mothers.
Translated by: TLM
In the meantime, the bosses/founders of travel companies also opened accounts in Channels to voice out for their own companies. The contents are mostly about sharing the stories of how they started their businesses, their experience in investment, job postings and etc.
The Chinese family travel KOL青春河边巢summarized in her live streaming with Travel Link Daily:
“The current demand for family travel is huge in the market. I know that even though the tour operators in tier-1 cities like Beijing, Shanghai, Guangzhou and Shenzhen and large OTAs have paid great attention on family travel products, none of them really succeed in this sector. The products of some tour operators can’t even compete with those student tour products offered by educational institutions. It can be said that family travel market still harbors great potential. What’s more important, this market still keeps growing. Many more families with pre-school children also began to think about family travels.”
Unlike ordinary travelers, family travelers care more about how their children could benefit from travels and are less price-sensitive. If a travel product can meet both of the demands of entertainment and education, it will be very popular for family travelers with children. The family travel market is full of potential.