Chinese tourists from the three key cities of Beijing, Shanghai and Guangzhou like to travel in comfort when they travel overseas, according to a report released by The Nielsen Company. The Nielsen China Outbound Travel Monitor 2007 found more than one third of Chinese outbound travelers choose to stay in four-star hotels, with a further 10 percent opting for five-star luxury accommodation when heading overseas.  

A preview of the Nielsen China Outbound Travel Monitor was launched recently at the PATA Travel Mart in Bali, Indonesia. Conducted in October 2007 via a combination of telephone and online interviews, the Nielsen Travel Monitor provides insight into Chinese travelers from Beijing, Shanghai and Guangzhou. The Nielsen Travel Monitor highlights Chinese travelers' behavior, attitudes and opinions towards various destinations, and provides insight into decision making processes, information sourcing, booking choices, accommodation and more – across both leisure and business travel. Findings of a further 23 cities throughout China will be released in early 2008.

The comprehensive Nielsen research study has been conducted in partnership with PATA (Pacific Asia Travel Association).

According to the Nielsen China Outbound Travel Monitor 2007, Chinese outbound travelers spent an average close to US$3,000 per trip per person (including expenses prior to the trip, such as prepaid packages, airfares and accommodation). Travelers to Europe were the biggest spenders, splashing out an average US$5,253 per trip, while travelers to Asia spent just a bit more than a third the amount of those Europe-bound, outlaying US$1,904 a head, with the exception of those headed to Hong Kong and Macau, where the average spend was US$2,185, reflecting these destinations’ status as shopping and entertainment meccas.

"Asia remains the most popular destination for Chinese travelers because of the region’s proximity; however, trips to Europe and America are increasing rapidly in numbers, particularly when it comes to business travel,” commented Dr. Grace Pan, head of Travel & Leisure Research for The Nielsen Company, China.

"We also found that while mass-market travelers focus on budget travel, there is a fast-emerging affluent market segment prepared to indulge themselves in luxury travel."

With China now supplying millions of visitors to overseas destinations, operators in destination countries will need to shape their strategies accordingly, to cater to this unique and high potential group of ‘customers’, and benefit from the growing opportunities presented by Chinese tourists.

"Chinese consumers are becoming increasingly sophisticated and the travel industry needs to monitor changes and trends in their travel preferences, attitudes and perceptions towards various destinations,” Dr. Pan said. “While Chinese travelers appear to seek comfort, they are also becoming wise and well-prepared as they plan their trips leveraging all the information available to them on the Internet."