Travel in China

Growing emphasis on adventure and cultural engagement

The Chinese travel market is seeing a notable shift in the nature of demand. Inbound, outbound and domestic travel are all being increasingly characterised by an emphasis on personalisation and experience, with travellers looking for adventure and cultural engagement.

Meituan Dianping expansion has significant implications for OTA

The expansion of Meituan Dianping into the industry has the potential to transform the competitive landscape in online travel agencies. The company is working to provide a one-stop destination spanning a broad range of travel requirements to appeal to younger consumers looking for convenient ways to build personalised trips.

Airlines and hotels increasingly targeting direct sales

A growing focus on direct sales was a key development in the overall competitive landscape in the Chinese travel market at the end of the review period. Airlines and hotels are increasingly working to generate direct sales through moves such as making their websites more user friendly and offering exclusive benefits and services, such as seat selection and online check-in, to customers who book directly through them.

Lodging innovation targets demand for travel “off the beaten track”

Lodging proved to be an area of notable innovation towards the end of the review period, as players targeted changing consumer demand, particularly the growing interest in local culture, adventure and customised travel. The rise of short-term rentals is itself being spurred by such developments, with the category proving compatible with consumer demand for unique experiences and novel locations.

Positive outlook for travel

The Chinese travel market is forecast to see continued growth over 2019-2024, with domestic, inbound and outbound trips all expected to rise. The strong performance of domestic trips and outbound travel will be supported by the ongoing expansion of the young urban middle class in China.

Files are delivered directly into your account within a few minutes of purchase.