Edgy, Energetic Chinese Millennial Travelers Are Spending 80% More On Travel And Are Majorly Influenced By Social Media, Research By Hotels.com™Reveals

Recent research from Hotels.com™ has revealed that Chinese millennials born after 1990 are pushing the boundaries of international travel, increasing their travel expenditure in the past year by a staggering 80 per cent to fund social media-influenced trips full of edgy experiences, high tech accommodation and exotic delicacies.

The Middle East is also climbing the popularity charts for Chinese travelers – with a majority favouring the UAE, KSA and Bahrain for diverse experiences, ranging from exploring history, heritage, sampling local cuisines and shopping to the chance to experience high-quality accommodation.

Research showed that a majority of all Chinese travelers to the UAE (54 per cent) visited for leisure, while 33 per cent visited for business.

Meanwhile, travel ‘brag moments’ and selfies were a huge part of the Chinese millennial travel experience, with 63 per cent using the reverse camera angle to boost those likes and build their social brand. When asked why hi-tech was attractive when traveling, 15 per cent of Chinese millennials said they valued things that would make their social presence better.

Nelson Allen,General Manager, Asia Pacific of the Hotels.com brand, comments: “While millennials were at the helm of social media influence and trends, the report found no generation was free from social networking’s undeniable draw.52 per cent of Chinese travelers overall were wooed by the power of the news feed, and a third of the older generation reported their travel decisions and behavior were influenced by their digitally-connected children”.

Keen to get down with authentic experiences, Chinese travelers globally are also putting their money where their mouth is when it comes to spending choice – tasting exotic local delicacies (69%) and scouring the streets for authentic local items (43%) over shopping for luxury items (38%).

Connectivity and efficiency is key for these on-the-go kids, with co-working spaces (39%), voice-activated technology (38%), virtual reality booking (38%), robotic customer service (32%), mobile phone operated room access (31%) and social media live lounges (26%), all desired additions to their accommodation.

The ability to QR code scan via WeChat and acceptance of mobile phone payment were particular points for development for global Chinese travelers. Meanwhile booking and reservation methods were not up-to-scratch for a third of travelers and local transport arrangements along with Mandarin speaking guides and hotel staff were also areas for improvement.

Johan Svanstrom, President of theHotels.com brand, comments: “Every globe-trotter likes to feel welcome in a new country – it’s no secret we all crave human connection which is especially true when we are in a new environment. Chinese travelers feel comfortable and most welcome in destinations when shop assistants speak Mandarin, Chinese mobile wallet is accepted, and there is signage they can understand.

“Accommodation providers can get excited about the new wave of edgy and energetic Chinese traveler, tapping into this lucrative market by catering to their ever-curious travel desires. It’s all fun and freedom for the future of the Chinese traveler, and Hotels.com can’t wait to come along for the ride!”