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White Paper findings encourage marketers to move beyond clichés and deploy more granularity to reach the highest spending segments of rapidly evolving group
The paper challenges the market segmentation that has been used traditionally and identifies three diverse and distinct groups of Chinese Overseas Travelers. The analysis also identifies some future trends, as well as discusses the implications for marketers of related industries.
The three segments that are identified in the new report are:
The Dark Horse. Consists of travelers from the new first
tier cities of Xi’an, Wuxi, Taiyuan,
Wuhan, Hefei, Chengdu, Nanjing, Harbinand Kunming. The growth in outbound travel in 2017 surpassed that from the traditional first tier cities of Beijing, Shanghai, Shenzhenand Guangzhou.
- The Walking Wallet. This grouping is made up primarily of upper-middle-class females with a high spending power, who are interested in high-end fashion.
- The Awakened Generation. The third segment is made up of travelers born in the 90s, who are characterized by the “ME” culture.
Jointly issued with The Moodie Davitt Report, one of the world’s most
successful multi-media business-to-business publishers and information
providers, the White Paper draws its research from iClick’s proprietary
market intelligence platform, iAudience, which boasts 750+ million
internet users anonymously profiled and reviewed in
The paper identifies how spending volumes from Chinese travelers, a group that attracts a lot of attention due to the size of the collective wallet, continues to grow and evolve. It also suggests that a conventional strategy of market segmentation by generational demographics, such as “Millennials,” may not prove successful given that it will not target the actual profiles of this particular segment accurately enough.
“The traditional style of market segmentation is not compatible with the
current Chinese landscape. Based on iClick’s experience in the travel
retail segment and our proprietary market intelligence platform,
iAudience, we believe marketers need a more granular approach to
effectively target this group,” said iClick CEO
“We’re proud to have been chosen by iClick to publish this compelling
thought leadership document,” said
As well as suggesting what the potential implications of these findings are for marketers, the White Paper delves into the trends that are likely to affect this market in the period ahead. iClick’s future predictions of Chinese Overseas Travelers includes a continued spike in numbers within this group, but seeing them prefer more diverse destinations, as well as a shift towards spending on more expensive products and a move from “landmark based travel” to “experiential travel.” The Paper also predicts that business travelers will represent a growing proportion of this segment due to The Belt and Road Initiative (BRI) which is generating economic opportunities throughout the region.
This White Paper is yet another example of how iClick is helping
marketers in the international travel and hospitality sectors reach the
right audience in
Visit www.i-click.com/download/chinatravelshopperwhitepaper/ to view the White Paper.
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iClick Interactive Asia Limited
Telephone: (852) 3700 9068
Helen Lam / Tim Nicholls
Telephone: (852) 2251 9082 / (852) 2251 9081