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The increasing
power of the young
Chinese tourists
Berenice Pendzialek and Hochschule Fresenius für
Management, Wirtschaft & Medien GmbH
China Time Hamburg, 20.11.2014
Berenice Pendzialek
Bachelor in International Relations
Master in Business Administration (UNAM)
Economic Analyst in The Economic and Commercial Section of
the Embassy of the People’s Republic of China in Mexico
2009-2012 General Manager of the COTRI Chinese Outbound
Tourism Research Institute
Doctoral studies in the Catholic University of Eichstätt-
Ingolstadt (KU-Dept. of Tourism Geography). Dissertation:
“Performing tourism: Chinese outbound organized mass tourists
on their travels through German tourism stages”
Since 2013, Chinese Outbound Tourism Specialist & Senior
Research (COTRI)
@BerenicePAceves
WeChat: BerenicePendzialek
berenice.pendzialek.org chineseoutboundinsider.com
8 things to know
about young
Chinese tourists
1) They represented around 70% from 2013
border-crossings
Chinese outbound tourism in million border-crossings and the compound annual
growth rate (CAGR) from 2000 – 2013 (Pendzialek, 2014 adapted from CNTA and CTA)
COTRI Forecast for 2014
112.0
54.0
Jan-Jun
2014
Word of Caution:
1) Majority of travels occurred in Asian destinations
Hong Kong
Macau
Taiwan
Japan
South Korea
Mongolia
Philippines
Thailand
USA
Canada
Germany
France
Italy
UK
Switzerland
Australia
New Zealand
Mauritius
Seychelles
Worldwide Destinations for Chinese, % Share, 2012
(Source: IPK International, 2012)
2) Statistic Discrepancies
2013
97.3 million border-crossings
China National Tourism Administration (CNTA)
58.9 million COT arrivals worldwide
European Travel Commission (ETC)
via Oxford´s Tourism Economics
97 Bio.
Euro-
2013
80 Bio.
Euro-
2012
2) First place as global tourism spenders
Expenditure in Germany: above the
world average
Expenditure of Chinese Tourists by Trip and Night in Euros 2010-2012
Region/country 2010 2011 2012
per trip per night per trip per night per trip per night
Worldwide 2,302 344 1,813 288 1,690 295
Europe 3,307 398 2,536 325 2,418 373
Germany 3,447 320 2,329 311 2,996 458
Business 3,788 541 2,312 379 3,308 570
VFR / others 3,500 177 2,440 134 2,240 236
Leisure 3,200 266 2,355 251 2,728 379
Adapted from: GNTB (2011, 2013)
Young Chinese:
• Saving is not all
• Confident
• Independence by shopping
Tax-Free Shopping in Germany
What items?
Tax-Free Transaction Germany:
2012: 628 EUR
2013: 580 EUR
Up to Q3 2014 : 546 Euros
(Source: Global Blue, 2012-2014)
3) They are part of Germany´s
main Asian tourism source market
2012: 1.6 Million overnight stays
2020: 2 Million (DZT)
2001: DZT Office in Beijing
2002: ADS Status to Germany
After 2003: Euphoria and disappointment phase
2014: Optimism about the future development
Chinese tourists’ arrivals to hotels and similar accommodations in
Germany, in million, and CAGR from 2001 – 2012
Note: This figures include Mainland and Hong Kong Chinese
(Berenice Pendzialek, 2014 adapted from GNTB 2010-2013)
Top 8 German Cities for Chinese
Munich, 11.7%1
Frankfurt,
11.5%
2
Berlin, 9.8%
3
Cologne, 3.8% 4
Hamburg, 3.3%
5
Düsseldorf, 2.9% 6
Füssen, 1.9%
8
Stuttgart, 2.9% 7
Chinese overnight stays, distributed in main cities by % of total, 2012.
(Pendzialek, 2014 adapted from GNTB, 2013)
Chinese Overnight Stays
2012: 51,099
2013: 54,400
“Hamburg Summit: China meets
Europe“ October 2014
Source cities - regions Shanghai, Beijing, Guangzhou
Travel purpose & average
length of stay
Holidays (52%) 7 Nights,
Business (48%) 6 Nights
VFR – others (1%) 10 Nights
Most important type of holiday Touring trips and city holidays
Seasons May – August (47%)
January – April (44%) Golden Week 1
Sep – Dec (20%) Golden Week 2
Profile Male, average age 36 years,
White-Collar, well-educated, high-earning
Source: Pendzialek, 2014 adapted from DZT)
2013
4) Many start their travel careers by being part
of an organized group
• 70% of the market
• First-timers, not much
experience
• Focus on service
• ADS Visa
• Motto
“The more the merrier”
• Activities:
Entertainment, nature
and shopping
• Subgroups:
 Young Chinese
 Families
 Business People
 Family and Friends
Visitors
Chinese Trail around Europe
欧洲10国12日全景游 A线
BIG EUROPE TOUR A
1
出发点DEUTSCHLAND
特里尔TRIER
卢森堡LUXEMBURG
2
卢森堡LUXEMBURG -
巴黎PARIS
3
巴黎PARIS
4
巴黎PARIS
布鲁塞尔BRÜSSEL
阿姆斯特丹AMSTERDAM
5
阿姆斯特丹AMSTERDAM
科隆KÖLN
法兰克福FRANKFURT
6
法兰克福FRANKFURT
茵斯布鲁克INNSBRUCK
7
茵斯布鲁克INNSBRUCK
威尼斯VENEDIG
8
威尼斯VENEDIG
佛罗伦萨FLORENZ
罗马ROM
9
罗马ROM
梵蒂冈VATIKAN
10
罗马ROM
比萨PISA
米兰MAILAND
11
米兰MAILAND
苏黎世ZÜRICH
12
苏黎世ZÜRICK
德国DEUTSCHLAND
Source: pandareisen.de
(Source: UNWTO, 2013
Photos: Pendzialek, 2014)
Wenyi Youth
Bohemian and dreamy
behaviour
Experienced-centred
Curiosity
Planning is fun
Hedonists
Pleasure, Shopping
Connoisseurs
Aesthetics and Knowledge
5) Increasingly moving from mass to individual:
Self-organised travellers
Second Wave
of COT:
Post-80s
Generation,
experienced,
search for culture
and understanding
of a destination
Motivations for Travel
1) Social Capital & Personal Prestige
2) Education & Knowledge
3) Scape from the everyday life
4) Soft Power
5) Business Opportunities
6) Internet is present at every point of their
journey
83% went online using
a mobile device
632 million internet
users by June 2014
(Source: DJ, 2014)
95% Chinese netizens
trust a brand they have
seen before on social
media channels
Strong digital influence before travelling
http://www.visitcopenhagen.cn/
Important to be present across multiple channels
Complicated visa application
No contact with local people
No free internet connection
7) They are quite happy with Europe´s clean
sky, but still more can be improved
(Source: Pendzialek, 2014 & ETC, 2014)
ETC, 2014
8) They expect tourism offers, which keep the
balance between treating them as international
citizens and showing respect to Chinese culture
Chinese language information
(Source: Chinavia, 2014,
© Ratermann, 2014)
• Signs, collateral materials, websites…
• Chinese speaker staff member
Frankfurt „Personal Shopper“
• Phrasebooks
• Welcome letters
Chinese payment methods
Foto: DJ, 2014
QR Code Mania
Maybe in some near future in Europe too
80% of Chinese outbound tourists paid
via China UnionPay Network in 2013
Future Perspectives
- Attraction of other than just first-time travellers
- Visa application process
- Lower economic growth, but no direct effect on COT so far
- Anti-corruption campaigns do not target COT
- Further Segmentation
Groups: Smaller groups, Away from the poor quality image,
from many countries to a few, or sometimes even one
Self-organised: Further expanding their travel careers and
looking for differentiation
- Increasing interest on:
Cruise Tourism / Island Tourism/ Weddings & Honeymoons
Health Tourism / Space Tourism
Perspectives 2015
Thanks for your attention!
Questions?

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The Increasing Power of the Young Chinese Tourists - Nov 2014

  • 1. The increasing power of the young Chinese tourists Berenice Pendzialek and Hochschule Fresenius für Management, Wirtschaft & Medien GmbH China Time Hamburg, 20.11.2014
  • 2. Berenice Pendzialek Bachelor in International Relations Master in Business Administration (UNAM) Economic Analyst in The Economic and Commercial Section of the Embassy of the People’s Republic of China in Mexico 2009-2012 General Manager of the COTRI Chinese Outbound Tourism Research Institute Doctoral studies in the Catholic University of Eichstätt- Ingolstadt (KU-Dept. of Tourism Geography). Dissertation: “Performing tourism: Chinese outbound organized mass tourists on their travels through German tourism stages” Since 2013, Chinese Outbound Tourism Specialist & Senior Research (COTRI) @BerenicePAceves WeChat: BerenicePendzialek berenice.pendzialek.org chineseoutboundinsider.com
  • 3. 8 things to know about young Chinese tourists
  • 4. 1) They represented around 70% from 2013 border-crossings Chinese outbound tourism in million border-crossings and the compound annual growth rate (CAGR) from 2000 – 2013 (Pendzialek, 2014 adapted from CNTA and CTA) COTRI Forecast for 2014 112.0 54.0 Jan-Jun 2014
  • 5. Word of Caution: 1) Majority of travels occurred in Asian destinations Hong Kong Macau Taiwan Japan South Korea Mongolia Philippines Thailand USA Canada Germany France Italy UK Switzerland Australia New Zealand Mauritius Seychelles Worldwide Destinations for Chinese, % Share, 2012 (Source: IPK International, 2012)
  • 6. 2) Statistic Discrepancies 2013 97.3 million border-crossings China National Tourism Administration (CNTA) 58.9 million COT arrivals worldwide European Travel Commission (ETC) via Oxford´s Tourism Economics
  • 7. 97 Bio. Euro- 2013 80 Bio. Euro- 2012 2) First place as global tourism spenders
  • 8. Expenditure in Germany: above the world average Expenditure of Chinese Tourists by Trip and Night in Euros 2010-2012 Region/country 2010 2011 2012 per trip per night per trip per night per trip per night Worldwide 2,302 344 1,813 288 1,690 295 Europe 3,307 398 2,536 325 2,418 373 Germany 3,447 320 2,329 311 2,996 458 Business 3,788 541 2,312 379 3,308 570 VFR / others 3,500 177 2,440 134 2,240 236 Leisure 3,200 266 2,355 251 2,728 379 Adapted from: GNTB (2011, 2013) Young Chinese: • Saving is not all • Confident • Independence by shopping
  • 9. Tax-Free Shopping in Germany What items? Tax-Free Transaction Germany: 2012: 628 EUR 2013: 580 EUR Up to Q3 2014 : 546 Euros (Source: Global Blue, 2012-2014)
  • 10. 3) They are part of Germany´s main Asian tourism source market 2012: 1.6 Million overnight stays 2020: 2 Million (DZT) 2001: DZT Office in Beijing 2002: ADS Status to Germany After 2003: Euphoria and disappointment phase 2014: Optimism about the future development Chinese tourists’ arrivals to hotels and similar accommodations in Germany, in million, and CAGR from 2001 – 2012 Note: This figures include Mainland and Hong Kong Chinese (Berenice Pendzialek, 2014 adapted from GNTB 2010-2013)
  • 11. Top 8 German Cities for Chinese Munich, 11.7%1 Frankfurt, 11.5% 2 Berlin, 9.8% 3 Cologne, 3.8% 4 Hamburg, 3.3% 5 Düsseldorf, 2.9% 6 Füssen, 1.9% 8 Stuttgart, 2.9% 7 Chinese overnight stays, distributed in main cities by % of total, 2012. (Pendzialek, 2014 adapted from GNTB, 2013) Chinese Overnight Stays 2012: 51,099 2013: 54,400 “Hamburg Summit: China meets Europe“ October 2014
  • 12. Source cities - regions Shanghai, Beijing, Guangzhou Travel purpose & average length of stay Holidays (52%) 7 Nights, Business (48%) 6 Nights VFR – others (1%) 10 Nights Most important type of holiday Touring trips and city holidays Seasons May – August (47%) January – April (44%) Golden Week 1 Sep – Dec (20%) Golden Week 2 Profile Male, average age 36 years, White-Collar, well-educated, high-earning Source: Pendzialek, 2014 adapted from DZT) 2013
  • 13. 4) Many start their travel careers by being part of an organized group • 70% of the market • First-timers, not much experience • Focus on service • ADS Visa • Motto “The more the merrier” • Activities: Entertainment, nature and shopping • Subgroups:  Young Chinese  Families  Business People  Family and Friends Visitors
  • 14. Chinese Trail around Europe 欧洲10国12日全景游 A线 BIG EUROPE TOUR A 1 出发点DEUTSCHLAND 特里尔TRIER 卢森堡LUXEMBURG 2 卢森堡LUXEMBURG - 巴黎PARIS 3 巴黎PARIS 4 巴黎PARIS 布鲁塞尔BRÜSSEL 阿姆斯特丹AMSTERDAM 5 阿姆斯特丹AMSTERDAM 科隆KÖLN 法兰克福FRANKFURT 6 法兰克福FRANKFURT 茵斯布鲁克INNSBRUCK 7 茵斯布鲁克INNSBRUCK 威尼斯VENEDIG 8 威尼斯VENEDIG 佛罗伦萨FLORENZ 罗马ROM 9 罗马ROM 梵蒂冈VATIKAN 10 罗马ROM 比萨PISA 米兰MAILAND 11 米兰MAILAND 苏黎世ZÜRICH 12 苏黎世ZÜRICK 德国DEUTSCHLAND Source: pandareisen.de
  • 15. (Source: UNWTO, 2013 Photos: Pendzialek, 2014) Wenyi Youth Bohemian and dreamy behaviour Experienced-centred Curiosity Planning is fun Hedonists Pleasure, Shopping Connoisseurs Aesthetics and Knowledge 5) Increasingly moving from mass to individual: Self-organised travellers Second Wave of COT: Post-80s Generation, experienced, search for culture and understanding of a destination
  • 16. Motivations for Travel 1) Social Capital & Personal Prestige 2) Education & Knowledge 3) Scape from the everyday life 4) Soft Power 5) Business Opportunities
  • 17. 6) Internet is present at every point of their journey 83% went online using a mobile device 632 million internet users by June 2014 (Source: DJ, 2014) 95% Chinese netizens trust a brand they have seen before on social media channels
  • 18. Strong digital influence before travelling
  • 19. http://www.visitcopenhagen.cn/ Important to be present across multiple channels
  • 20. Complicated visa application No contact with local people No free internet connection 7) They are quite happy with Europe´s clean sky, but still more can be improved (Source: Pendzialek, 2014 & ETC, 2014)
  • 21. ETC, 2014 8) They expect tourism offers, which keep the balance between treating them as international citizens and showing respect to Chinese culture
  • 22. Chinese language information (Source: Chinavia, 2014, © Ratermann, 2014) • Signs, collateral materials, websites… • Chinese speaker staff member Frankfurt „Personal Shopper“ • Phrasebooks • Welcome letters
  • 23. Chinese payment methods Foto: DJ, 2014 QR Code Mania Maybe in some near future in Europe too 80% of Chinese outbound tourists paid via China UnionPay Network in 2013
  • 25. - Attraction of other than just first-time travellers - Visa application process - Lower economic growth, but no direct effect on COT so far - Anti-corruption campaigns do not target COT - Further Segmentation Groups: Smaller groups, Away from the poor quality image, from many countries to a few, or sometimes even one Self-organised: Further expanding their travel careers and looking for differentiation - Increasing interest on: Cruise Tourism / Island Tourism/ Weddings & Honeymoons Health Tourism / Space Tourism Perspectives 2015
  • 26. Thanks for your attention! Questions?