CHINA. Independent online marketing and enterprise data solutions provider iClick Interactive Asia Group has today unveiled a White Paper which reveals the latest Chinese market trends and the travel retail outlook for 2020. It has been published in association with The Moodie Davitt Report and ClickInsights.

The free to download ‘Chinese Travel Shoppers White Paper 2020’ has been released to coincide with iClick’s presence at the Moodie Davitt Virtual Travel Retail Expo. Visitor to the Expo can discuss the White Paper and iClick’s services at the company’s virtual stand (Omnichannel, Experiences & Travel Retail Services hall in the Exhibition Hub).

“Not only does the White Paper challenge the market segmentation that has been traditionally used, but it also identifies some future trends and reveals implications for marketers of related industries” – iClick President of International Business Frankie Ho 

The 34-page White Paper provides marketers in the travel retail industry with the tools to cultivate their own strategy to understand, influence, engage and convert different types of Chinese travel shoppers

The White Paper provides high-level intelligence on three key travel groups: Families Trip travellers with sufficient money but not sufficient time; New Package Tour travellers with sufficient money and time; and Youthful Characteristics travellers who lack sufficient money but have sufficient time. The publication recommends approaches to fulfill the demands of these distinct Chinese consumer groups.

The intelligence revealed in the White Paper is based on analysis provided by iClick’s proprietary iAudience platform that covers more than 940 million Chinese consumers, including 98.7% of Chinese ‘netizens’.

“The outbreak of the novel coronavirus has challenged the global travel industry in unprecedented ways this year. It is business unusual, and huge challenges and uncertainties are overshadowing the travel retail outlook for 2020.” – iClick President of International Business Frankie Ho 

According to the China National Bureau of Statistics, there is huge growth potential for the Chinese outbound travel market – 169 million in 2019, more than 12% of annual international tourist arrivals. The Bureau expects a solid rebound in 2021 despite the impact of COVID-19, and estimates the number will swell to 300 million outbound travellers by 2027.

The White Paper gives detailed insights into how Chinese shoppers are best targeted

iClick President of International Business Frankie Ho said: “The outbreak of the novel coronavirus has challenged the global travel industry in unprecedented ways this year. It is business unusual, and huge challenges and uncertainties are overshadowing the travel retail outlook for 2020. iClick has had experience working with many leading travel retail brands to reach and deliver their messages to Chinese travel shoppers trotting across the globe over the past years.”

He added: “Our new White Paper leverages iClick’s proprietary iAudience market intelligence platform to reveal trends about this highly sought-after consumer segment. Not only does the White Paper challenge the market segmentation that has been traditionally used, but it also identifies some future trends and reveals implications for marketers of related industries.”

The Moodie Davitt Report Founder and Chairman Martin Moodie, who has written a foreword for the White Paper, said: “The COVID-19 crisis has had a profound impact on the aviation, tourism and travel retail sectors and will continue to reshape the industry going forward. Facing dramatically reduced passenger density, even once 2019 levels are restored the travel retail channel will still face an overwhelming need to encourage more frequent travel.

“Going beyond tourism and spending numbers and projections to examine consumer dynamics, varying customer profiles, and key behavioural components, including travel and shopping trends, iClick’s new White Paper will help achieve this goal by helping travel retail players better understand today’s travel consumers. The Moodie Davitt Report is proud to be associated with this study which will help guide the industry to a more prosperous future.”

Click here to gain free access to full White Paper.