There are various types of Chinese outbound travelers and a recent McKinsey study categorizes them into eight groups according to the differences in travelers' preferences and behaviors.
1. Value-conscious traveler
Low income ( family monthly income of 11,999 yuan) group. The objective of traveling is to stay away from busy life and enjoy the quality family time.
Value for money. They prefer tourist attractions and leisure schedule; no extravagant shopping but are more willing to spend money on comfort hotel and transport.
2. Backpackers
Between 20-30 years old, middle- to low-income workers who enjoy outdoor activities and local cultures such as visiting the market, hiking or visiting non-famous attraction. They are sensitive to price, but willing to spend on entertainment and local activities.
3. Decompression traveler
Single, middle income, and exhausted due to work stress or boring life. No specific needs; and, they just want to temporarily withdraw from tedious and he...
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