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ACCENTURE
RESEARCHTRAVEL FLASH RESEARCHCHINA INSIGHTSFebruary, 2018
The insights in this deck are based on Chinese travelers participating in three Research studies conducted in FY17 and FY18 which have focused on:
SCOPE OF INSIGHTS
AIRLINE RETAIL – Study about behavior related to shopping behavior in airports and on flights during travel.
CRUISE – Study about attitudes toward cruising.
PRIVATE ACCOMMODATION – Study to better understand an emerging trend of private accommodation in the hospitality industry.
Copyright © 2018 Accenture. All rights reserved. Accenture 2
Chinese travelers have unique expectations and motivations regarding how they travel.
First, they have significantly higher levels of participation in retail shopping both in airports and on-board flights. They are also particularly keen on offerings such as ‘fly and collect’ which could pose a great opportunity for growth among Chinese travelers.
Second, they seem to be far less price conscious than their travel counterparts in other parts of the world. Particularly as it relates to retail shopping and with the accommodations they choose while traveling. Though they do show concerns with costs when it comes to cruising as a vacation option.
Finally, unlike travelers from other countries, Chinese travelers prefer more intimate accommodation when they travel such as staying at a bed and breakfast or with friends and family – for both leisure and business travel.
EXECUTIVE SUMMARY
Copyright © 2018 Accenture. All rights reserved. Accenture 3
1 2 3INSIGHTS FOR CHINESE TRAVELERS
RETAIL AIRLINE
Chinese travelers make up a larger share of those interested in purchasing retail on-board flights and present a tremendous opportunity to grow the ‘fly and collect’ service offering
CRUISE
Chinese cruisers are more price conscious when it comes to cruise experiences than they are with retail shopping or with accommodations when they travel
PRIVATE ACCOMMODATION
Prefer more intimate accommodations while traveling and are less price conscious regarding their selection of accommodations
Copyright © 2018 Accenture. All rights reserved. Accenture 4
AIRLINE RETAIL FINDINGS
17%
16%
35%
32%
Overall
I have never purchasedretail items when I fly
I rarely purchase retailitems when I fly
I sometimes purchaseretail items when I fly
I almost always purchaseretail items when I fly
17%11% 6%
22%30%
11%16%
10%
21%
21%32% 34%
50%
30%
27%
41% 39%34%
27%22%
Japan UnitedKingdom
China France UnitedStates
When you fly, how often are you likely to purchase retail items (duty free or otherwise)?
CHINESE TRAVELERS OUTPACE OTHERS ON SHOPPING WHILE THEY TRAVEL – UP 25% OVER PARTICIPATION COMPARED TO TRAVELERS STUDIED IN OTHER MARKETS
6Copyright © 2018 Accenture. All rights reserved. Accenture
25%
67% 84%
Chinese travelers are 25% more likelyto purchase retail items when they fly
17%6%
16%
10%
35%
50%
32% 34%
Overall China Only
I have never purchasedretail items when I fly
I rarely purchase retailitems when I fly
I sometimes purchaseretail items when I fly
I almost always purchaseretail items when I fly
15%5%
18%6%
19%7%
11%
5%
14%
14%
21%
11%
36%
47%
33%
39%
35%
58%
38% 42%35% 40%
25% 23%
Overall18-34
China18-34
Overall35-50
China35-50
Overall51+
China51+
When you fly, how often are you likely to purchase retail items (duty free or otherwise)?
MILLENNIAL PARTICIPATION IN SHOPPING AMONG CHINESE TRAVELERS EXCEEDS THAT OF MILLENNIALS STUDIED IN OTHER MARKETS BY 20%; OLDER CHINESE SHOPPERS DRIVE PARTICIPATION EVEN HIGHER – UP 35% OVER THE SAME AGE IN OTHER GEOS
Copyright © 2018 Accenture. All rights reserved. Accenture 7
67% v. 84% 74% v. 91% 68% v. 79% 60% v. 81%
20% 35%
17%
16%
35%
32%
Overall
I have never purchasedretail items when I fly
I rarely purchase retailitems when I fly
I sometimes purchaseretail items when I fly
I almost always purchaseretail items when I fly
29%20%
9%0%
6% 3%
18%
20%
15%
7%
10%5%
29%35%
38%
57% 43%53%
24% 24%
38% 36% 41% 39%
Low LowChina
Medium MediumChina
High HighChina
When you fly, how often are you likely to purchase retail items (duty free or otherwise)?
MEDIUM TO HIGH INCOME FAMILIES ARE ALSO SIGNIFICANTLY MORE LIKELY TO SHOP WHEN THEY FLY –CHINESE TRAVELERS AT THE SAME INCOME LEVELS ARE EVEN MORE LIKELY TO SHOP WHEN THEY FLY
Copyright © 2018 Accenture. All rights reserved. Accenture 8
39%
67% 93%
Medium income Chinese travelers are 39% more likely to purchase retail items
when they fly
MOST PURCHASE THEIR RETAIL ITEMS AT THE AIRPORT
14%
86%
Overall
Onboard my flight
At the airport
8% 5% 7% 10%
35%
92% 95% 93% 90%
65%
UnitedStates
Japan France UnitedKingdom
China
Regarding your retail purchases on average, are they typically completed at the airport or on-board your flight?
THE SHARE OF AIRPORT VS ONBOARD PURCHASE IS MORE BALANCED AMONG CHINESE TRAVELERS – WITH MORE THAN DOUBLE THE PARTICIPATION, COMPARED TO GLOBAL TRAVELERS, IN ON-BOARD PURCHASES...
Copyright © 2018 Accenture. All rights reserved. Accenture 10Base: Those that have ever purchased when they fly, 2070 respondents
Chinese travelers spend more on-
board than those in other markets
studied
1.5x
13%
31%
8% 9%18%
51%
87%
69%
92% 91%82%
49%
18-34 China18-34
35-50 China35-50
51+ China51+
14%
35%
62%
86%
65%
38%
Overall China
Only
China
Gen Z
Regarding your retail purchases on average, are they typically completed at the airport or on-board your flight?
…AND THAT NUMBER RISES FROM 35% FOR CHINESE TRAVELERS OVERALL TO 62% AMONG CHINESE GEN Z’ERS
11Copyright © 2018 Accenture. All rights reserved. Accenture
Chinese Gen Z travelers spend over 3x as much on
board than travelers overall
3.4x
Onboard my flight
At the airport
DIVERSE TRAVELER SEGMENTS HAVE
DIFFERENT MOTIVATIONS
What would influence you to buy more retail products on-board your flight? Ranked #1
32%
15%
7%
5%
18%
19%
9%
9%
DIFFERENT CATEGORIES OF PRODUCTS TO BUY
CHEAPER PRICES
PRICE IS IMPORTANT OVERALL, BUT PRODUCT AND CATEGORY SELECTION ARE IMPORTANT TO CERTAIN SEGMENTS
Copyright © 2018 Accenture. All rights reserved. Accenture 13
Chinese travelers may perceive the cost of onboard purchases less than the cost of airport purchases, which is driving their participation in on-board purchases at rates higher than their global counterparts
25% among Millennials24% among Airport purchasers
26% among Gen X
PURCHASES FOR AN EXTENDED PERIOD BEFORE AND AFTER FLIGHT
BETTER PRODUCT SELECTION
CHINA RESULTS
04
03
02
01
What would influence you to buy more retail products on-board your flight? Ranked #1
A NEW TOP MOTIVATOR EMERGES FOR CHINESE TRAVELERS… THEY WOULD BUY MORE ONBOARD IF THEIR PURCHASES COULD EXTEND BEFORE OR AFTER THEIR FLIGHTS
Copyright © 2018 Accenture. All rights reserved. Accenture 14
31%
15%
9%
6%
21%
18%
8%
9%
Different categories of products to buy
Cheaper prices
Better product selection
010203
18-34
36%
19%
6%
5%
14%
16%
9%
9%
Different categories of products to buy
Cheaper prices
Better product selection
35-50
29%
14%
6%
5%
14%
16%
9%
9%
Different categories of products to buy
Cheaper prices
Better product selection
51+
04Purchases for an extended period before and after flight
CHINA RESULTS
14% Gen Z
Purchases for an extended period before and after flight
Purchases for an extended period before and after flight
Chinese travelers – unlike travelers globally – rate likelihood to purchase before or after their flight in their Top 3
01020304
01020304
Cheaper prices
Better product selection
Different categories of
products to buy
Purchases for an extended
period before and after flight
Payment with loyalty points
Delivery/Pick up of
purchase at the airport
Online catalogs (via airline wifi)
Onboard advertising
Ability to customize the
product
Purchases via airline app
I do not plan to buy retail
products onboard flights in the
future
What would influence you to buy more retail products on-board your flight?
MORE THAN OTHER COUNTRIES CHINESE TRAVELERS ALSO PLACE HIGHER VALUE ON PAYMENT WITH LOYALTY POINTS…
15
32%
15%
7%
5%
5%
5%
5%
4%
3%
2%
17%
50%
36%
17%
11%
12%
12%
9%
7%
6%
5%
43%
12%
5%
4%
4%
2%
5%
3%
2%
2%
19%
60%
35%
15%
8%
10%
10%
9%
7%
5%
3%
43%
16%
7%
2%
4%
3%
5%
2%
2%
2%
15%
66%
39%
16%
6%
11%
9%
9%
5%
4%
5%
31%
11%
6%
3%
5%
4%
4%
2%
2%
1%
31%
47%
30%
14%
6%
16%
9%
6%
3%
5%
2%
23%
20%
9%
9%
3%
7%
3%
5%
2%
2%
16%
41%
39%
21%
18%
7%
17%
7%
9%
4%
4%
18%
19%
9%
9%
9%
7%
7%
6%
6%
5%
6%
35%
36%
19%
15%
18%
18%
12%
11%
12%
11%
Ranked Top 1
Ranked Top 2
OVERALL FRANCE UNITEDKINGDOM
UNITEDSTATES
JAPAN China
Copyright © 2018 Accenture. All rights reserved. Accenture
FLY AND COLLECT OPTIONS APPEAL TO SPECIFIC AUDIENCES
4%
20% 23% 23%
41%
5%
13% 11%16%
7%
13%
27% 26%
29%23%
50%
24% 22%
22% 16%
29%
16% 18%9% 13%
China France UnitedKingdom
Japan UnitedStates
22%
10%
24%
27%
17%
Overall
1 I am not likely to use aservice like this
2
3
4
5 I am very likely to usea service like this
What is the likelihood of you using a ‘fly and collect’ service (i.e., buy on-board a flight and collect at destination airport)?
…AND ARE SIGNIFICANTLY MORE LIKELY TO USE A ‘FLY AND COLLECT’ SERVICE, COMPARED TO OTHER TRAVELERS
Copyright © 2018 Accenture. All rights reserved. Accenture 17
79% 40% 40% 31% 29%44% v.
80%
Chinese travelers are 80% more likely to use a ‘fly and collect’ service compared to other travelers studied
22%
10%
24%
27%
17%
Overall
1 I am not likely to use aservice like this
2
3
4
5 I am very likely to usea service like this
16%
2%
17%
4%
30%
5%
12%
3%
9%
6%
10%
6%
23%
10%
28%
24%
22%
11%
29%
48%
27%
36%
25%
58%
21%
38%
18%
30%
13%20%
18-34 China18-34
35-50 China35-50
51+ Chinese51+
50% v. 86% 45% v. 66% 38% v. 78%
What is the likelihood of you using a ‘fly and collect’ service (i.e., buy on-board a flight and collect at destination airport)?
YOUNG CHINESE TRAVELERS ARE EVEN MORE LIKELY TO USE A ‘FLY AND COLLECT’ SERVICE – 72% MORE THAN ALL OTHER MILLENNIALS STUDIED GLOBALLY AND 9% MORE THAN CHINESE TRAVELERS OVERALL
Copyright © 2018 Accenture. All rights reserved. Accenture 18
44%72%
30%
12%17%
12%
13%
12%9%
3%
5%
2%
26%
21%24%
13%
15%
6%
19%
35%32%
59%36%
49%
12%20% 18%
25%32%
41%
Low LowChina
Medium MediumChina
High HighChina
31% 55% 50% 84% 68% 90%
22%
10%
24%
27%
17%
Overall
1 I am not likely to use aservice like this
2
3
4
5 I am very likely to usea service like this
What is the likelihood of you using a ‘fly and collect’ service (i.e., buy on-board a flight and collect at destination airport)?
CHINESE TRAVELERS WITH HIGHER INCOMES SHOW THE GREATEST PROMISE FOR A ‘FLY AND COLLECT’ SERVICE
Copyright © 2018 Accenture. All rights reserved. Accenture 19
44%
105%
High income Chinese travelers are twice as likely to use a ‘fly and collect’ service than travelers overall and 32% more likely than same income travelers in other geographies studied
0% 1%
8% 9%
34%
65%
7% 9%
19%
12%
19%
30%
30%
14%
34%
37%
13%
6%
32%
14%6% 3%
AlwaysPurchase
Sometimespurchase
Rarelypurchase
Neverpurchase
67% v. 93% 51% v. 83% 18% v. 40% 9% v 23%
22%
10%
24%
27%
17%
Overall
1 I am not likely to use aservice like this2
3
4
5 I am very likely to usea service like this
What is the likelihood of you using a ‘fly and collect’ service (i.e., buy on-board a flight and collect at destination airport)?
THE KEY TO A FLY AND COLLECT OFFERINGS IS TO APPEAL TO THOSE THAT ALREADY ENJOY PURCHASING – CHINESE TRAVELERS ARE THE BEST TARGETS
Copyright © 2018 Accenture. All rights reserved. Accenture 20
44% v. 79%China % in red
Because Chines travelers already make up a larger share of those who shop when they travel, they are the best candidates to exploit the ‘fly and collect’ offering
33%
69% 70% 70% 74%
67%
31% 30% 30% 26%
China UnitedKingdom
UnitedStates
Japan France
63%
37%
Overall
No Yes
Do you collect/use airline loyalty points on retail items outside of your flight itinerary (e.g., at the supermarket, gas station, etc.)?
CHINESE TRAVELERS ARE 81% MORE LIKELY TO USE/COLLECT LOYALTY POINTS OUTSIDE OF THEIR FLIGHT ITINERARY COMPARED TO THEIR GLOBAL COUNTERPARTS…
Copyright © 2018 Accenture. All rights reserved. Accenture 21
81%
63%
37%
Overall
No Yes55%
19%
61%
39%
72%
43%
45%
81%
39%
61%
28%
57%
18-34 Chinese18-34
35-50 Chinese35-50
51+ Chinese51+
Do you collect/use airline loyalty points on retail items outside of your flight itinerary (e.g., at the supermarket, gas station, etc.)?
…AND CHINESE MILLENNIALS ARE MORE THAN TWICE AS LIKELY TO USE/COLLECT AIRLINES POINTS OUTSIDE OF TRAVEL
Copyright © 2018 Accenture. All rights reserved. Accenture 22
119%
Copyright © 2018 Accenture. All rights reserved. Accenture
DEMOGRAPHICS
GENDER
54% 46%
Gen X
Greatest Generation
AGE
14% 24% 19%
Gen z Millennial
15%
BabyBoomer Generation
17%
Silent Generation
11%
COUNTRY
Total N=2,500N=500 per country
Among Chinese respondents only
23
China
USA
France
UK
Japan
20%
20%
20%
20%
20%
CRUISE FINDINGS
77%
76%
75%
A loyalty program with great offers anddiscounts
Having a resort-type vacation experience
Ability to choose a themed vacation
EXCECUTIVE SUMMARY: CHINA
02
03
Better pricing
Availability of unique on-board experiences/activities
More and better choices for off-shore excursions/off-shore activities
23%
13%
6%
18-34
35-50
51+
CRUISING ENTHUSIASTS
What would get you to considergoing on a cruise?
What would impact interest inbooking a cruise?
(Top 3)
Chinese travelers place high value on having unique traveling experiences, and this is more dominant for younger generations and higher income groups.
Younger generations and higher income groups are cruise enthusiasts.
4%
22%
25%
Low
Medium
High
Age Income
Copyright © 2018 Accenture. All rights reserved. Accenture 25
01
YOUNGER GENERATIONS AND HIGHER INCOME GROUPS ARE THE CRUISING ENTHUSIASTS. WHILE, OLDER AND LOWER INCOME GROUPS ARE THE LEAST ENTHUSIASTIC.Level of cruise enthusiasm
8% 3% 1%
88%
74%75%
4%
22% 25%
Low Medium High
Cruising Enthusiasts
The Open-Minded
The Landlubber
Income
4% 3% 7%
73%84%
87%
23%13%
6%
18-34 35-50 51+
Age
16%
80%
4%
WHO ARE THE CRUISERS?
Base: China sample, 500 respondentsCopyright © 2018 Accenture. All rights reserved. Accenture 26
Copyright © 2018 Accenture. All rights reserved. Accenture
THOUGH PRICE IS A BIG FACTOR, CHINESE TRAVELERS PLACE HIGH VALUE ON HAVING UNIQUE TRAVELING EXPERIENCES…
What would get you to consider going on a cruise?
Base: China sample, 500 respondents
48%
24%
24%
More and better choices for off-shore excursions/off-shore activities
Better Pricing
Better options of ports of departure and return
010203
OVERALL
78%
78%
76%
More and better choices for off-shore excursions/off-shore activities
Better Pricing
Availability of unique on-board experiences/activities
CHINA
Pricing and Better routes Pricing and Experience
WHAT DO CHINESE CRUISERS WANT?
27
010203
OV
ER
AL
L
Copyright © 2018 Accenture. All rights reserved. Accenture
…AND TWO-THIRDS OF CONSUMERS SAY ‘HAVING A RESORT-TYPE VACATION EXPERIENCE’ AND ‘ABILITY TO CHOOSE A THEMED VACATION’ WOULD IMPACT THEIR INTEREST IN BOOKING A CRUISE.Please indicate the extent to which each option would impact your interest in booking a cruise.
Base: China sample, 500 respondents
What would impact booking interest?
CH
INA
Percentages are Top 2 Box Scores (Some impact + Significant Impact)
WHAT DO CHINESE CRUISERS WANT?
28
Ability to customize my vacation options at the time of booking
74%
Ability to pre-pay for my vacation in advance order to avoid hidden
or extra charges
73%
Better dining options (dining times and choices)
72%
A loyalty program with great offers and discounts
77%
Having a resort-type vacation experience
76%
Ability to choose a themed vacation
75%
79%
79%
76%
Copyright © 2018 Accenture. All rights reserved. Accenture 29
WHILE YOUNGER GENERATIONS ARE MORE FOCUSED ON THE EXPERIENCE, OLDER GENERATIONS WANT LOYALTY PROGRAMS AND PERSONIZED VACATIONS OPTIONS.What would get you to consider going on a cruise?
Ability to customize my vacation options at the time of booking
Having a resort-type vacation experience
A loyalty program with great offers and discounts
18-34
79%
77%
76%
A loyalty program with great offers and discounts
Ability to choose a themed vacation
Better dining options
35-50
75%
74%
67%
Ability to fully research and book my vacation online from a single trusted website or app / Having a resort-type vacation experience
A loyalty program with great offers and discounts
Ability to receive personalized vacation options based on the personal information and interests that I provide
51+
Loyalty and PersonalizationExperience and Discounts Themed vacations and Better dining
Base: China sample, 500 respondents
WHAT DO CHINESE CRUISERS WANT?
03
02
01
03
02
01
03
02
01
72%
70%
69%
Copyright © 2018 Accenture. All rights reserved. Accenture 30
HIGHER INCOME GROUPS ARE THE PIONEERS OF GREAT VACATION EXPERIENCE. MOREOVER, THEY EXPECT ADVANCED IN-ROOM TECHNOLOGY ALONG WITH CUSTOMIZED VACATIONS OPTIONS. FOR LOW-INCOME GROUPS LOYALTY PROGRAMS IS A TOP PRIORITY.What would get you to consider going on a cruise?
Ability to choose a themed vacation
A loyalty program with great offers and discounts
Better dining options
Low Income
78%
78%
76%
Ability to manage my vacation in real-time via a mobile device /Ability to book to the time of vacation: ability to receive notifications on improvements or changes I can make to my reservation
A loyalty program with great offers and discount
Having a resort-type vacation experience
Middle Income
87%
85%
83%
Availability of advanced in-room technology /customize my vacation options at the time of booking / discounts
Having a resort-type vacation experience
Ability to choose a themed vacation
High Income
Experience, Technology and CustomizationDiscounts and Better dining Discounts and Experience
Base: China sample, 500 respondents
03
02
01
03
02
01
03
02
01
Copyright © 2018 Accenture. All rights reserved. Accenture 31
DEMOGRAPHICS
GENDERAGE
COUNTRY
Total N=2,500N=500 per country
Among Chinese respondents only
54% 46%
China
USA
France
UK
Japan
20%
20%
20%
20%
20%
51+
39% 41% 20%
18-34 35-50
PRIVATE ACCOMMODATIONFINDINGS
31%
17%
14%
9%
10%
19%
43%
37%
37%
25%
22%
29%
26%
46%
49%
67%
69%
52%
3-Exclusively 2 - Usually 1 - Never
Copyright © 2018 Accenture. All rights reserved. Accenture 33
HOTELS ARE THE EXCLUSIVE OPTION FOR A THIRD OF BUSINESS TRAVEL, BUT CHINESE TRAVELERS ARE SIGNIFICANTLY MORE LIKELY TO EXCLUSIVELY STAY IN A B&B OR WITH FRIENDS AND FAMILYTo what extent do you consider each of the following accommodations when planning a business trip?
Traditional hotel room or suite
Private house accommodations
Private condo accommodations
Bed and Breakfast
Stay with friends or family
Other
BusinessTravels
Base: Total sample, 2500 respondents
Japan 39%
«Exclusively» Top Countries %
China 38%
China 24%
USA 18%
USA 18%
31%
19%
18%
12%
11%
25%
53%
51%
46%
33%
33%
39%
16%
30%
36%
56%
57%
37%
3-Exclusively 2 - Usually 1 - Never
Copyright © 2018 Accenture. All rights reserved. Accenture 34
THE SAME IS TRUE FOR LEISURE TRAVEL AS CHINESE TRAVELERS CHOOSE TO STAY WITH FRIENDS AND FAMILY AND MUCH MORE LIKELY TO SELECT A B&B OPTION FOR LEISURE TRAVELTo what extent do you consider each of the following accommodations when planning a leisure trip?
Japan 48%
China 38%
China 36%
USA 23%
USA 19%
Traditional hotel room or suite
Private house accommodations
Private condo accommodations
Bed and Breakfast
Stay with friends or family
Other
«Exclusively» Top Countries %
LeisureTravels
Base: Total sample, 2500 respondents
Copyright © 2018 Accenture. All rights reserved. Accenture 35
FOR MOST TRAVELERS GLOBALLY, PRICE IS THE MOST IMPORTANT FACTOR LEADING TO A CONSIDERATION OF PRIVATE ACCOMMODATION, BUT CHINESE TRAVELERS PLACE FAR LESS IMPORTANCE ON COSTWhat would get you to consider a private accommodation (private house, private condo, etc.) when deciding on where you will stay while traveling?
29%Better Pricing
14%The location of private accommodations are more appealing
The unique experience of a private accommodation
10%
What would get you to consider private accommodation?
37%
16%
Highest
Lowest
Japan
China
Chinese travelers are half as likely to say price drives their choice for private accommodation -- instead they are motivated by the opportunity for unique experiences.
18%
11%
Highest
Lowest
Japan
China
16%
4%
Highest
Lowest
China
France
Base: Total sample, 2500 respondents
Copyright © 2018 Accenture. All rights reserved. Accenture 36
CHINESE TRAVELERS ARE ALSO NOT LED BY PRICE WHEN IT COMES TO THE SELECTION OF PRIVATE ACCOMMODATION
What most drives your decision to select private accommodations (private house, private condo, etc.) when deciding on where you will stay while traveling?
21%Better Pricing
14%The location of private accommodations are more appealing
The unique experience of a private accommodation
13%
What drives the decision to stay in a private accommodation?
34%
14%
Highest
Lowest
France
China
24%
9%
Highest
Lowest
Japan
China
18%
5%
Highest
Lowest
US
France
Base: Total sample, 1363 respondents
US
Copyright © 2018 Accenture. All rights reserved. Accenture 37
UNDER HALF OF TRAVELERS STUDIED STAYED IN A PRIVATE ACCOMMODATION IN THE LAST 6 MONTHS -- CHINESE TRAVELERS WERE OVER 40% MORE LIKELY TO SELECT PRIVATE ACCOMMODATION*Have you ever made the decision to book a stay at a private accommodation (i.e., condo, home, beach-house, etc.) instead of a traditional hotel in the last 6 months?
41%
YesChina 59%
USA 49%
France 47%
UK 31%
Japan 19%
Yes
* It is possible that Chinese travelers consider staying with friends and family a private accommodation – so these results should be received with caution given potential ambiguity in interpretation by Chinese travelers
40%
Base: Total sample, 2500 respondents
Gen X
Greatest Generation
Age
39% 61% 48%
Gen z Millennial
25%
BabyBoomer Generation
16%
Silent Generation
17%
Copyright © 2018 Accenture. All rights reserved. Accenture 38
DEMOGRAPHICS
57% 43%
Gen X
Greatest Generation
AGE
2% 35% 41%
Gen z Millennial
21%
BabyBoomer Generation
1%
Silent Generation
0%
Total N=2,500N=500 per country
Among Chinese respondents only
China
USA
France
UK
Japan
20%
20%
20%
20%
20%
ACCENTURE
RESEARCHTHANKYOU