WEBSITE DESIGN PROPOSALCHINA TRAVEL SECTOR

MARKET INSIGHTS

A New Generation of Chinese Tourists

• Knowledgeable, sophisticated, and travel-savvy

• Predominantly young; below 45 years old

• More independent than previous generations – more comfortable travelling

without a tour guide

• Majority (70%) remain traditionalists who are most interested in visiting famous

places and attractions

• Increasing number (10%) looking for deeper experiences and opportunities to

get to know the local population

• 7% consider themselves as travel ‘connoisseurs’ who focus on quality

• A further 10% are active ‘experience-centered travellers’ who want to explore

and discover

China is the World’s Largest Outbound Tourism Market

• In 2013, Chinese outbound travellers reached

97.3 million.

• That’s 14 million more travellers than 2012.

• It was on-track to break 100 million in 2014.

0

20

40

60

80

100

120

China Outbound Tourism (millions)

Sources: COTRI, CTA

Chinese Tourists are the Biggest Spenders

• Chinese outbound tourism consumption hit

USD $120 billion in 2013, ranking NO.1 in the

world.

Source: World Tourism Organization (UNWTO)

0

20

40

60

80

100

120

140

1995 2000 2005 2010 2013

China Tourism Spending ($USD billions)

China

USA

UK

Germany

Japan

Russia

France

Most Popular Destinations for Chinese Tourists

A larger circle indicates

higher popularity.

SYDNEY

SINGAPORE

KUALA LUMPUR

PHUKET

BANGKOK

TAIPEI

TOKYO

OSAKA

SEOUL

HONOLULU

NEW YORK

VANCOUVER

LAS VEGAS

SAN FRANCISCO

LOS ANGELES

LONDON

PARIS

MILAN

ROME

60.9% made more than 1 overseas trip

in 2014 and 30% have travelled abroad

5 times or more over the past 12 months

Most Popular Activities for Chinese Tourists

SIGHTSEEING (75%)

is the most popular activity amongst those

travelling for leisure.

DINING (65%)

in second place, demonstrating the importance of

food in Chinese culture.

SHOPPING (51%)

is in third place amongst those travelling for

leisure, as Chinese tourists seek out luxury brands

in Europe and the USA.

BEACHES (37%)

MUSEUM & GALLERIES (22%)

RURAL PURSUITS (17%)

ARTS & CULTURE (12%)

SPORTS (5%)

GAMBLING (5%)

Planning and Booking Outbound Travel

• 4 in 10 respondents planned their trip more

than 1 month ahead of their planned travel

• 19% planned their trip “1-7 days in advance”

• 7% “Did not plan in advance at all”

Sources: Leisure Segmentation Study. 2011

More than a year in advance

7-12 months in advance

4-6 months in advance

1-3 months in advance

8-30 days in advance

1-7 days in advance

did not book in advance

0% 10% 20% 30% 40% 50%

Booking Planning

According to Baidu Research Centre, it takes about 25 days from

the initial search to the final point of conversion.

Information Sources – Planning Before Travel

• Online sources are rated as the most useful

source as travellers can obtain very detailed

and comprehensive reviews and guidance

from other experienced travellers.

Sources: Leisure Segmentation Study. 2011

22%

34%

47%

54%

68%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Magazine / Newspaper

Guidebook

Peer recommendation

Travel Agent

Online Sources

Information sources before travel

Information Sources – Online Channels

• If your target customer is online in China,

they’re on Baidu.

Sources: Leisure Segmentation Study. 2011

4%

11%

12%

16%

19%

24%

34%

79%

0% 20% 40% 60% 80% 100%

Other

Tourism Board Website

Travel Forum 12.4

Travel Channel or Portal

Hotel and Airline Website

Travel Vertical Website

Online Travel Agency

Information sources before travel

China Online Travel Booking Market Scale

30

36

42

112

0

20

40

60

80

100

120

2009 2010 2011 2012

Millions Online travel booking users

Country Penetration Rate

United States 40%

United Kingdom 47%

India 20%

Brazil 25%

China 7.9%

• 2012 was the tipping point when

online travel booking spiked in

China.

• China now has more online travel

booking users than the United

States (98 million).

• Staggering given current penetration

rate of only 7.9% which indicates

much more growth opportunity

ahead.

Most Searched for Travel Information

Attraction, 47%

Destination + Travel, 11%

Travel Websites

8%

Attraction Ticket, 6%

Travel Guide, 5%

Accomodation, 4%

Travel Agency, 3%

Pictures & Photos, 2%

Souvenir & Specialty, 1%

Food, 1%

Others, 12%

• Information on Attractions is the

most sought after

• Destination terms rank 2nd

Source: Baidu Data Analysis Centre

TRAVEL ON BAIDU

Baidu – Travel Market Reach

Chinese Outbound Travellers97.2 Million

66.0 Million68% use online sources for trip planning

Sources: China Outbound Tourism Research Institution, 2014; UNWTC

Over 43% of Chinese Outbound Travelers on Baidu

42.4 Million

Baidu Search Products

Loyalty 忠诚Purchase 购买Consideration 考虑Familiarity 熟知Awareness 知晓

Content Network

(Banners)

Baidu Travel

Portal

Brand Zone

Brand Zone Mini

(mini websites within

search results)

Keyword Search (SEM)

Baidu Wireless (Mobile)

• Baidu has a wide range

of search products to suit

any stage of brand

development in the

region.

• For more information on

any of Baidu’s products

please get in touch or

download our Baidu

guides from:

www.chinasearchint.com

China Search International / NTENT

CSI is Baidu’s International Partner, not an

agency.

CSI has partnered with NTENT to work with US

companies/brands and their agencies to guide

them through the complex Baidu process.

The result is that we’re well positioned to help

clients launch on Baidu in the most cost

effective and hassle-free way.

Getting in Touch

Should you have additional questions, please

don’t hesitate to get in touch:

Kevin J. Carney

VP, Agency Partnerships & Strategic Accounts

KCarney@ntent.com

(646) 561-8643

www.Baiduint.com