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Our client is a travel experiences platform offering authentic experiences covering international destinations such as Australia, Hong Kong, France, Japan, and the Netherlands. From attraction tickets to city tours to local hidden gems, this travel startup platform aims to help travellers get the best possible experiences during their trips.
Since China reopened its borders after COVID-19, the country recorded an extensive surge in outbound travel bookings during Chinese New Year compared to the previous year, with an increase of 32% y-o-y in average trip spending (2023). The preferences of Chinese outbound tourists have changed during the last three years, with new destinations and experiences gaining momentum.
In this context, the client reached out to Daxue Consulting to better understand the preferences, behaviours, and interests of travellers from Mainland China. In addition, we helped the client create brand awareness among Chinese travellers to access authentic travel experiences and activities.
Our in-depth analysis of outbound travellers in Mainland China was divided into two steps:
Step 1: Analysis of travellers’ decision-making process, booking journey, and feedback on their perception of our clients’ platform
Step 2: Statistical confirmation of travellers’ profile, decision-making process and path-to-booking
We created an online community with 15 participants to focus on their decision-making process before a trip. Then we carried out post-online diary interviews with each participant, to assess the decision-making process during and after the trip to collect their feedback on clients’ value proposition and platform.
We then organized an online survey of 1200 participants with two consumer segments, to confirm the key findings from our qualitative research:
We shared with our client key findings on:
We provided strategic recommendations for a China-localized value proposition, to support the client in developing an appropriate value proposition for the target Chinese travellers. We also analysed an ecosystem of promotional channels to be visible to travellers when planning a trip.
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