China: Tradition no longer shapes travel,online influencers do
China's cultural shifts are driving those targeting its 900 million e-commerce consumers to rapidly adapt to changing preferences
Chinese consumer preferences for food, cars, housing and work are evolving as a new generation of tech-savvy individuals makes its mark.
Key takeaways
- The demographic landscape of Chinese travelers is undergoing significant change. Young urban professionals from Tier 1 cities continue to lead the travel scene, and there's a noticeable increase in female travelers, prompting changes in marketing approaches;
- More Chinese travelers are now using digital channels for quick and spontaneous bookings, with 68% choosing to book less than a month in advance;
- Social media platforms and travel apps play a crucial role in guiding these young digital nomads. Xiaohongshu (Little Red Book) and Douyin (TikTok) have become popular sources of travel inspiration and planning.
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