Due to new economic participation, globalisation and political change, the self-confidence of Chinese consumers is growing. This leads to an emerging desire for individualisation that can be satisfied by shopping and travel, among other things. This individualisation tendency should definitely not be interpreted in terms of our western understanding, because it rather refers to the individualisation of peer groups compared to other Chinese groups. The need for self-determination will thus be reflected particularly in travel planning.

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Whereas the majority of Chinese tourists used to explore Europe by traveling in a group, nowadays Chinese tourist groups will be much more interested in individual freedom of choice in the future, so that their specific group tour is something special in comparison with others. The reasons that make group tours attractive, such as avoiding language barriers or more complicated planning, is becoming less significant. Thus, more and more Chinese tourists will decide to spread their travel time over just three or four locations and also spend several nights in one place, though the average number of stays is 1.8 per country.

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While filming Ni Hao Holland in the Dutch hotspot Giethoorn, we often saw Chinese tourists exploring the road-less village in the very early morning. We met Chinese people strolling around, crossing the numerous bridges and taking pictures at already at 6.00h in the morning. Why so early? Because, at 11 o’clock their train to the Veluwe would leave. After a visit to the Kröller Möller museum, they would have to go to Amsterdam to be in time for an evening tour in the Rijksmuseum, before their late check in in the next accommodation. The itinerary for the following day was kind of the same; breakfast at 6h, discovering the city on foot, visiting the van Gogh museum, a canal trip in the afternoon followed by their flight to the next country; Paris, France. Next day, wake up call at 5.30h etc. etc.

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Thus, Chinese travel fast; with fewer vacation days per year compared to Europeans, they want to get the most out of it. The more countries that can be ticked off after a 6 days tour through Europe, the better it is for the reputation of the traveler once he will be back home again.

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And don’t be surprised if you see Chinese tourists in places you would never be able to sleep. Think about their tight schedule.

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Tags:

Chinese tourists  |  culture clash  |  hospitality  |  intercultural communication

host - guest relations  |  international business marketing  |  Chinese millennial

tourist experiences  |  destination management

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