China's Gen Z Graduation Travel Boom: Exploring Their Top Destinations
Gen Z Graduation Travel Boom: A Surge in Outbound Travel Searches
As graduation season approaches, many university students are planning their graduation trips. This cohort of young people, born post-1995, is emerging as a significant force in outbound travel. Their enthusiasm for travel continues to grow.
According the data from Meituan & Dianping, the search volume for "outbound travel" has increased nearly fivefold since May, compared to the same period last year. Popular destinations include Thailand, South Korea, Macau, Hong Kong, and Japan. Besides major cities like Beijing, Shanghai, Guangzhou, and Shenzhen, travelers from Chengdu, Xi'an, and Nanjing are also actively planning their outbound trips.
Gen Z's Love for Early Planning, Unique Experiences, Cost-effectiveness
According to the Tongcheng Report, graduates typically have clear travel destinations and plans, with a strong demand for bookings. They are accustomed to preparing for trips in advance using OTA apps, securing coupons, and combining product prices to craft the optimal travel itinerary.
When planning their travels, graduates prioritize the travel experience, favoring destinations that are photo-worthy, unique, and rich in culinary delights and trendy hotspots.
According to Fliggy data, it shows that the 10 days leading up to the 5.1 Golden Week mark a peak in user traffic, with the first significant surge occurring around April 26, 2024.
Fliggy APP Active Users from Apr 15 to May 5 (5.1 Golden Week) (数据来源: 新浪科技)
Xiaohongshu (XHS): The New Go-To for Travel Brands
China Telecom's big data indicates that social platforms have become vital for Gen Z in obtaining travel information. While WeChat and QQ remain mainstream social tool, XHS has been upgraded as a key platform for travel decisions, affecting the whole travel journey of Chinese consumers.
By the end of 2023, XHS had over 300M monthly active users, with 100M engaged in content creation and sharing. Over two-thirds of its users are born after 1990, with more than half from 1st and 2nd cities. According to a 2023 content report by TopKlout, over 80% of travelers plan their trips in advance, with XHS being the top platform for travel planning.
GenZ has been highly influenced by the social media and travel apps, shaping a new cycle of the travel journey - They draw inspiration from others' travel guides, fulfill their wanderlust, and then share their experiences on XHS.
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Xiaohongshu has become a treasure trove for travel enthusiasts seeking new experiences and hidden gems. For instance, the small town of Hengdaohezi gained popularity last winter, becoming a hotspot despite its non-tourist train station. During the 2023 May Day holiday, Citywalk emerged as a major trend, with users walking a combined 2 million kilometers on Xiaohongshu, equivalent to 16 times around the Earth. (Data Source: China Daily)
2024 Emerging Marketing Strategies for Gen Z: Customized Experience, Convivence, Cost-effectiveness
For international brands, targeting outbound travelers and meeting their travel needs is crucial. By leveraging brand CRM and social or 3rd party platform data analysis, brands can gain deep insights into different target groups' user profiles and consumption characteristics. Utilizing emerging platform topics and hashtags, brands can offer personalized and unique travel experiences to attract their target audience. Exploring cross-industry collaborations to launch themed travel products can further cater to Gen Z's diverse needs and enhance their travel experience.
Leveraging MBTI to Promote Different Unique Aspects of Your Brand:
“If special ops travel is synonymous with J-types, then City Walk belongs to the P-types.”
The MBTI can be an effective tool for tailoring marketing and product strategies to appeal to different personality types. J-types seek perfection and meticulous travel planning, while P-types prefer a laid-back, spontaneous approach. Recently, the Lishui travel promotion tailored 16 distinct travel itineraries based on 16 different MBTI personality types, customizing unique experiences for each traveler. (Data Source: ThePaper.cn)
A New Trend: Segments of Group Travel
Gen Z is utilizing social platforms like XHS to invite peers for group travel or join customized group tours, breaking free from the rigidity of traditional group tours. This new travel model is more convenient, cost-effective, and meets individual needs while fostering social connections, making it a favorite among young travelers.
For instance, Ctrip's high-end group travel product "Private Group Tour" offers exclusive customized travel services, with independent groups, private cars, and guides, allowing flexibility in the itinerary. Understanding each client's preferences and needs, the "Ctrip Enjoy" team designs unique itineraries that allow clients to explore local culture while connecting with new friends from various regions.
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