The second annual Chinese International Travel Monitor, released yesterday by Hotels.com, offered some specific insights into the group that WTTC announced in April has become the world’s top-spending tourists.
Affirming some common assumptions, the report also gave fresh insight into the newly valuable demographic.
In a major shift from a traditional preference for organized tours, more than half of Chinese travelers reported that they prefer to travel independently rather than in a group.
The report also showed that Chinese travelers spend big on hotels – more than all except four other nationalities – despite their average annual household income of under $18,000. While they’re there, almost all prefer to eat in the in-house restaurant. They don’t stay in their rooms for long, though; the majority sleep in each hotel for only 2-3 nights, and a quarter move on the day after they arrive.
Mixing business with pleasure has also become more popular among this group, the report found, with almost a quarter of Chinese visitors to North America reporting that they combine work trips with leisure travel when they go abroad.
A few more findings about Chinese tourists:
- They, like most travelers, want access to free Wi-Fi once they reach their destinations; 84 percent of hotelier respondents reported they’d received that request.
- Sightseeing is the most popular activity among the group, with dining second and shopping third. Arts and culture, sports, and gambling are all low on the list.
- Half of them book hotel rooms directly through the hotel, and only 14 percent use online travel agents to find and book accommodations.
- They want more Chinese-language compatibility. Eighty-eight percent said that translated literature, TV, and newspapers were the most important service a hotel could provide.
For its study, Hotels.com surveyed more than 3,000 Chinese international travelers and more than 1,500 hoteliers around the world, the booking site reported.