1、ACCENTURE RESEARCH TRAVEL FLASH RESEARCH CHINA INSIGHTS February, 2018 The insights in this deck are based on Chinese travelers participating in three Research studies conducted in FY17 and FY18 which have focused on: SCOPE OF INSIGHTS AIRLINE RETAIL Study about behavior related to shopping behavior
2、 in airports and on flights during travel. CRUISE Study about attitudes toward cruising. PRIVATE ACCOMMODATION Study to better understand an emerging trend of private accommodation in the hospitality industry. Copyright 2018 Accenture. All rights reserved. Accenture2 Chinese travelers have unique ex
3、pectations and motivations regarding how they travel. First, they have significantly higher levels of participation in retail shoppingboth in airports and on-board flights. They are also particularly keen on offerings such as fly and collect which could pose a great opportunity for growth among Chin
4、ese travelers. Second, they seem to be far less price conscious than their travel counterparts in other parts of the world. Particularly as it relates to retail shopping and with the accommodations they choose while traveling. Though they do show concerns with costs when it comes to cruising as a va
5、cation option. Finally, unlike travelers from other countries, Chinese travelers prefer more intimate accommodationwhen they travel such as staying at a bed and breakfast or with friends and family for both leisure and business travel. EXECUTIVE SUMMARY Copyright 2018 Accenture. All rights reserved.
6、 Accenture3 123 INSIGHTS FOR CHINESE TRAVELERS RETAIL AIRLINE Chinese travelers make up a larger share of those interested in purchasing retail on- board flights and present a tremendous opportunity to grow the fly and collect service offering CRUISE Chinese cruisers are more price conscious when it
7、 comes to cruise experiences than they are with retail shopping or with accommodations when they travel PRIVATE ACCOMMODATION Prefer more intimate accommodations while traveling and are less price conscious regarding their selection of accommodations Copyright 2018 Accenture. All rights reserved. Ac
8、centure4 AIRLINE RETAIL FINDINGS 17% 16% 35% 32% Overall I have never purchased retail items when I fly I rarely purchase retail items when I fly I sometimes purchase retail items when I fly I almost always purchase retail items when I fly 17% 11% 6% 22% 30% 11% 16% 10% 21% 21% 32%34% 50% 30% 27% 41
9、% 39% 34% 27% 22% JapanUnited Kingdom ChinaFranceUnited States When you fly, how often are you likely to purchase retail items (duty free or otherwise)? CHINESE TRAVELERS OUTPACE OTHERS ON SHOPPING WHILE THEY TRAVEL UP 25% OVER PARTICIPATION COMPARED TO TRAVELERS STUDIED IN OTHER MARKETS 6Copyright
10、2018 Accenture. All rights reserved. Accenture 25% 67%84% Chinese travelers are 25% more likely to purchase retail items when they fly 17% 6% 16% 10% 35% 50% 32% 34% OverallChina Only I have never purchased retail items when I fly I rarely purchase retail items when I fly I sometimes purchase retail
11、 items when I fly I almost always purchase retail items when I fly 15% 5% 18% 6% 19% 7% 11% 5% 14% 14% 21% 11% 36% 47% 33% 39% 35% 58% 38% 42% 35% 40% 25% 23% Overall 18-34 China 18-34 Overall 35-50 China 35-50 Overall 51+ China 51+ When you fly, how often are you likely to purchase retail items (du
12、ty free or otherwise)? MILLENNIAL PARTICIPATION IN SHOPPING AMONG CHINESE TRAVELERS EXCEEDS THAT OF MILLENNIALS STUDIED IN OTHER MARKETS BY 20%; OLDER CHINESE SHOPPERS DRIVE PARTICIPATION EVEN HIGHER UP 35% OVER THE SAME AGE IN OTHER GEOS Copyright 2018 Accenture. All rights reserved. Accenture7 67%
13、 v.84%74% v.91%68% v.79%60% v.81% 20%35% 17% 16% 35% 32% Overall I have never purchased retail items when I fly I rarely purchase retail items when I fly I sometimes purchase retail items when I fly I almost always purchase retail items when I fly 29% 20% 9% 0% 6% 3% 18% 20% 15% 7% 10% 5% 29% 35% 38
14、% 57% 43% 53% 24%24% 38% 36% 41% 39% LowLow China MediumMedium China HighHigh China When you fly, how often are you likely to purchase retail items (duty free or otherwise)? MEDIUM TO HIGH INCOME FAMILIES ARE ALSO SIGNIFICANTLY MORE LIKELY TO SHOP WHEN THEY FLY CHINESE TRAVELERS AT THE SAME INCOME L
15、EVELS ARE EVEN MORE LIKELY TO SHOP WHEN THEY FLY Copyright 2018 Accenture. All rights reserved. Accenture8 39% 67%93% Medium income Chinese travelers are 39% more likely to purchase retail items when they fly MOST PURCHASE THEIR RETAIL ITEMS AT THE AIRPORT 14% 86% Overall Onboard my flight At the ai
16、rport 8% 5% 7% 10% 35% 92% 95% 93% 90% 65% United States JapanFranceUnited Kingdom China Regarding your retail purchases on average, are they typically completed at the airport or on-board your flight? THE SHARE OF AIRPORT VS ONBOARD PURCHASE IS MORE BALANCED AMONG CHINESE TRAVELERS WITH MORE THAN D
17、OUBLE THE PARTICIPATION, COMPARED TO GLOBAL TRAVELERS, IN ON-BOARD PURCHASES. Copyright 2018 Accenture. All rights reserved. Accenture10 Base: Those that have ever purchased when they fly, 2070 respondents Chinese travelers spend more on- board than those in other markets studied 1.5x 13% 31% 8% 9%
18、18% 51% 87% 69% 92% 91% 82% 49% 18-34China 18-34 35-50China 35-50 51+China 51+ 14% 35% 62% 86% 65% 38% Overall China Only China Gen Z Regarding your retail purchases on average, are they typically completed at the airport or on-board your flight? AND THAT NUMBER RISES FROM 35% FOR CHINESE TRAVELERS
19、OVERALL TO 62% AMONG CHINESE GEN ZERS 11Copyright 2018 Accenture. All rights reserved. Accenture Chinese Gen Z travelers spend over 3x as much on board than travelers overall 3.4x Onboard my flight At the airport DIVERSE TRAVELER SEGMENTS HAVE DIFFERENT DIFFERENT MOTIVATIONSMOTIVATIONS What would in
20、fluence you to buy more retail products on-board your flight? Ranked #1 32% 15% 7% 5% 18% 19% 9% 9% DIFFERENT CATEGORIES OF PRODUCTS TO BUY CHEAPER PRICES PRICE IS IMPORTANT OVERALL, BUT PRODUCT AND CATEGORY SELECTION ARE IMPORTANT TO CERTAIN SEGMENTS Copyright 2018 Accenture. All rights reserved. A
21、ccenture13 Chinese travelers may perceive the cost of onboard purchases less than the cost of airport purchases, which is driving their participation in on-board purchases at rates higher than their global counterparts 25% among Millennials 24% among Airport purchasers 26% among Gen X PURCHASES FOR
22、AN EXTENDED PERIOD BEFORE AND AFTER FLIGHT BETTER PRODUCT SELECTION CHINA RESULTS 04 03 02 01 What would influence you to buy more retail products on-board your flight? Ranked #1 A NEW TOP MOTIVATOR EMERGES FOR CHINESE TRAVELERS THEY WOULD BUY MORE ONBOARD IF THEIR PURCHASES COULD EXTEND BEFORE OR A
23、FTER THEIR FLIGHTS Copyright 2018 Accenture. All rights reserved. Accenture14 31% 15% 9% 6% 21% 18% 8% 9% Different categories of products to buy Cheaper prices Better product selection 01 02 03 18-34 36% 19% 6% 5% 14% 16% 9% 9% Different categories of products to buy Cheaper prices Better product s
24、election 35-50 29% 14% 6% 5% 14% 16% 9% 9% Different categories of products to buy Cheaper prices Better product selection 51+ 04 Purchases for an extended period before and after flight CHINA RESULTS 14% Gen Z Purchases for an extended period before and after flight Purchases for an extended period
25、 before and after flight Chinese travelers unlike travelers globally rate likelihood to purchase before or after their flight in their Top 3 01 02 03 04 01 02 03 04 Cheaper prices Better product selection Different categories of products to buy Purchases for an extended period before and after fligh
26、t Payment with loyalty points Delivery/Pick up of purchase at the airport Online catalogs (via airline wifi) Onboard advertising Ability to customize the product Purchases via airline app I do not plan to buy retail products onboard flights in the future What would influence you to buy more retail p
27、roducts on-board your flight? MORE THAN OTHER COUNTRIES CHINESE TRAVELERS ALSO PLACE HIGHER VALUE ON PAYMENT WITH LOYALTY POINTS 15 32% 15% 7% 5% 5% 5% 5% 4% 3% 2% 17% 50% 36% 17% 11% 12% 12% 9% 7% 6% 5% 43% 12% 5% 4% 4% 2% 5% 3% 2% 2% 19% 60% 35% 15% 8% 10% 10% 9% 7% 5% 3% 43% 16% 7% 2% 4% 3% 5% 2%
28、 2% 2% 15% 66% 39% 16% 6% 11% 9% 9% 5% 4% 5% 31% 11% 6% 3% 5% 4% 4% 2% 2% 1% 31% 47% 30 % 14% 6% 16% 9% 6% 3% 5% 2% 23% 20% 9% 9% 3% 7% 3% 5% 2% 2% 16% 41% 39% 21% 18% 7% 17% 7% 9% 4% 4% 18% 19% 9% 9% 9% 7% 7% 6% 6% 5% 6% 35% 36% 19% 15% 18% 18% 12% 11% 12% 11% Ranked Top 1 Ranked Top 2 OVERALL FRAN
29、CEUNITED KINGDOM UNITED STATES JAPAN China Copyright 2018 Accenture. All rights reserved. Accenture FLY AND COLLECT OPTIONS APPEAL TO SPECIFIC AUDIENCES 4% 20% 23%23% 41% 5% 13% 11% 16% 7% 13% 27% 26% 29% 23% 50% 24% 22% 22% 16% 29% 16% 18% 9% 13% ChinaFranceUnited Kingdom JapanUnited States 22% 10%
30、 24% 27% 17% OverallOverall 1 I am not likely to use a service like this 2 3 4 5 I am very likely to use a service like this What is the likelihood of you using a fly and collect service (i.e., buy on-board a flight and collect at destination airport)? AND ARE SIGNIFICANTLY MORE LIKELY TO USE A FLY
31、AND COLLECT SERVICE, COMPARED TO OTHER TRAVELERS Copyright 2018 Accenture. All rights reserved. Accenture17 79% 40%40%31%29% 44% v. 80% Chinese travelers are 80% more likely to use a fly and collect service compared to other travelers studied 22% 10% 24% 27% 17% Overall 1 I am not likely to use a se
32、rvice like this 2 3 4 5 I am very likely to use a service like this 16% 2% 17% 4% 30% 5% 12% 3% 9% 6% 10% 6% 23% 10% 28% 24% 22% 11% 29% 48% 27% 36% 25% 58% 21% 38% 18% 30% 13% 20% 18-34China 18-34 35-50China 35-50 51+Chinese 51+ 50% v.86%45% v.66%38% v.78% What is the likelihood of you using a fly
33、and collect service (i.e., buy on-board a flight and collect at destination airport)? YOUNG CHINESE TRAVELERS ARE EVEN MORE LIKELY TO USE A FLY AND COLLECT SERVICE 72% MORE THAN ALL OTHER MILLENNIALS STUDIED GLOBALLY AND 9% MORE THAN CHINESE TRAVELERS OVERALL Copyright 2018 Accenture. All rights res
34、erved. Accenture18 44% 72% 30% 12% 17% 12% 13% 12% 9% 3% 5% 2% 26% 21% 24% 13% 15% 6% 19% 35% 32% 59% 36% 49% 12% 20% 18% 25% 32% 41% LowLow China MediumMedium China HighHigh China 31%55%50%84%68%90% 22% 10% 24% 27% 17% Overall 1 I am not likely to use a service like this 2 3 4 5 I am very likely to
35、 use a service like this What is the likelihood of you using a fly and collect service (i.e., buy on-board a flight and collect at destination airport)? CHINESE TRAVELERS WITH HIGHER INCOMES SHOW THE GREATEST PROMISE FOR A FLY AND COLLECT SERVICE Copyright 2018 Accenture. All rights reserved. Accent
36、ure19 44% 105% High income Chinese travelers are twice as likely to use a fly and collect service than travelers overall and 32% more likely than same income travelers in other geographies studied 0%1% 8% 9% 34% 65% 7% 9% 19% 12% 19% 30% 30% 14% 34% 37% 13% 6% 32% 14% 6% 3% Always Purchase Sometimes
37、 purchase Rarely purchase Never purchase 67% v. 93%51% v. 83%18% v. 40%9% v 23% 22% 10% 24% 27% 17% Overall 1 I am not likely to use a service like this 2 3 4 5 I am very likely to use a service like this What is the likelihood of you using a fly and collect service (i.e., buy on-board a flight and
38、collect at destination airport)? THE KEY TO A FLY AND COLLECT OFFERINGS IS TO APPEAL TO THOSE THAT ALREADY ENJOY PURCHASING CHINESE TRAVELERS ARE THE BEST TARGETS Copyright 2018 Accenture. All rights reserved. Accenture20 44% v. 79% China % in red Because Chines travelers already make up a larger sh
39、are of those who shop when they travel, they are the best candidates to exploit the fly and collect offering 33% 69% 70%70% 74% 67% 31% 30%30% 26% ChinaUnited Kingdom United States JapanFrance 63% 37% Overall NoYes Do you collect/use airline loyalty points on retail items outside of your flight itin
40、erary (e.g., at the supermarket, gas station, etc.)? CHINESE TRAVELERS ARE 81% MORE LIKELY TOUSE/COLLECT LOYALTY POINTS OUTSIDE OF THEIR FLIGHT ITINERARY COMPARED TO THEIR GLOBAL COUNTERPARTS Copyright 2018 Accenture. All rights reserved. Accenture21 81% 63% 37% Overall NoYes 55% 19% 61% 39% 72% 43%
41、 45% 81% 39% 61% 28% 57% 18-34Chinese 18-34 35-50Chinese 35-50 51+Chinese 51+ Do you collect/use airline loyalty points on retail items outside of your flight itinerary (e.g., at the supermarket, gas station, etc.)? AND CHINESE MILLENNIALS ARE MORE THAN TWICE AS LIKELY TO USE/COLLECT AIRLINES POINTS
42、 OUTSIDE OF TRAVEL Copyright 2018 Accenture. All rights reserved. Accenture22 119% Copyright 2018 Accenture. All rights reserved. Accenture DEMOGRAPHICS GENDERGENDER 54%46% Gen X Greatest Generation AGEAGE 14%24%19% Gen zMillennial 15% Baby Boomer Generation 17% Silent Generation 11% COUNTRYCOUNTRY
43、Total N=2,500 N=500 per country Among Chinese respondents only 23 China USA France UK Japan 20% 20% 20% 20% 20% CRUISE FINDINGS 77% 76% 75% A loyalty program with great offers and discounts Having a resort-type vacation experience Ability to choose a themed vacation EXCECUTIVE SUMMARY: CHINA 0202 03
44、03 Better pricing Availability of unique on-board experiences/activities More and better choices for off-shore excursions/off-shore activities 23% 13% 6% 18-34 35-50 51+ CRUISING ENTHUSIASTS What would get you to consider going on a cruise? What would impact interest in booking a cruise? (Top 3) Chi
45、nese travelers place high value on having unique traveling experiences, and this is more dominant for younger generations and higher income groups. Younger generations and higher income groups are cruise enthusiasts. 4% 22% 25% Low Medium High AgeIncome Copyright 2018 Accenture. All rights reserved.
46、 Accenture25 0101 YOUNGER GENERATIONS AND HIGHER INCOME GROUPS ARE THE CRUISING ENTHUSIASTS. WHILE, OLDER AND LOWER INCOME GROUPS ARE THE LEAST ENTHUSIASTIC. Level of cruise enthusiasm 8% 3%1% 88% 74% 75% 4% 22% 25% LowMediumHigh Cruising Enthusiasts The Open-Minded The Landlubber Income 4% 3%7% 73%
47、 84% 87% 23% 13% 6% 18-3435-5051+ Age 16% 80% 4% WHO ARE THE CRUISERS? Base: China sample, 500 respondents Copyright 2018 Accenture. All rights reserved. Accenture26 Copyright 2018 Accenture. All rights reserved. Accenture THOUGH PRICE IS A BIG FACTOR, CHINESE TRAVELERS PLACE HIGH VALUE ON HAVING UN
48、IQUE TRAVELING EXPERIENCES What would get you to consider going on a cruise? Base: China sample, 500 respondents 48% 24% 24% More and better choices for off-shore excursions/off-shore activities Better Pricing Better options of ports of departure and return 01 02 03 OVERALL 78% 78% 76% More and bett
49、er choices for off-shore excursions/off-shore activities Better Pricing Availability of unique on-board experiences/activities CHINA Pricing and Better routesPricing and Experience WHAT DO CHINESE CRUISERS WANT? 27 01 02 03 OVERALL Copyright 2018 Accenture. All rights reserved. Accenture AND TWO-THI
50、RDS OF CONSUMERS SAY HAVING A RESORT-TYPE VACATION EXPERIENCE AND ABILITY TO CHOOSE A THEMED VACATION WOULD IMPACT THEIR INTEREST IN BOOKING A CRUISE. Please indicate the extent to which each option would impact your interest in booking a cruise. Base: China sample, 500 respondents What would impact
