Recently, the Hilton Group launched a global survey of consumer travel expectations under the epidemic, which covered travelers aged 18 to 44 in 20 key cities in China, including Beijing, Shanghai, Chengdu, and Hangzhou. The report results show that although The epidemic has a certain impact on daily life, but people's enthusiasm for travel has always been high and has never diminished. This trend is particularly prominent in China: up to 91% of the Chinese travelers surveyed said that when the epidemic is fully controlled and they can travel with complete confidence, they will immediately restart their trips, and 46% of them even said they will increase the number of trips in the future .
"The charm of travel is unstoppable. Everyone is eagerly looking forward to reuniting with family and friends to create a good time together," said Ms. Huang Jie, Senior Vice President of Hilton Greater China and Mongolia Business Development. "No matter when our guests are In preparation for the restart of tourism, Hilton will welcome guests again with excellent guest service, strict sanitation and flexible facilities, and enjoy a new and beautiful moment of reunion with relatives and friends."
"Go to fly, go to meet again", Chinese travelers are full of new expectations for travel
Although the opportunity to travel this year has been suspended due to the epidemic, it has also strengthened Chinese consumers’ new expectations and new definitions of vacation travel. Chinese people hope to start again, to fly, wave, and reunite: up to 90% of domestic tourists expect to experience travel Various folk customs create precious memories, and 84% of domestic travelers said that if there were no epidemics, they would have already embarked on the journey.
Hilton’s post-epidemic era Chinese consumer travel expectations survey report reveals that the main reason for the high enthusiasm for travel expectations is the hope to strengthen emotional connection through travel. Affected by the epidemic, people cherish family and friendship even more - nearly 70% (64%) of the travelers surveyed said that they look forward to traveling because they want to enjoy a good journey with friends, family and partners. Nearly one-third of the respondents indicated (30%) that they would like to spend a special journey with friends and relatives, and 28% of the respondents look forward to taking vacation trips as an opportunity for family reunion to increase intimacy. At the same time, for people who have lived in the city for a long time, one of the reasons for looking forward to travel is the desire to embrace nature. This is especially true for families with babies. More than half of parent-child families (53%) and post-80s travelers (56%) are The return to nature is chosen as an important reason for travel. In addition, nearly half (49%) of Chinese travellers want to travel for leisure and to relieve the pressure accumulated in work and life; exploring new cultures and developing new cuisines are also frequently mentioned by Chinese travelers in the survey. look forward to.
The survey also found that facing the future, people are more looking forward to travel: about 60% of the Chinese travelers surveyed said that in the future, they will leave the house if they want to go out, and never let their heart-warming journey just stay in the plan; More than two-thirds (68%) of Chinese travelers want to explore new destinations that they have never set foot in before. This also explains from one aspect the small populations in the northwest and southwest of China during the eleventh period. The cause of the fire at the destination.
Hotel experience to build a beautiful holiday: food and beauty can not be disappointed
Hotels are an important part of travel. The Post-Hilton Travel Expectation Report of Chinese Consumers not only focuses on the new expectations of Chinese travelers for travel, but also provides detailed insights into their expectations of hotels during the trip. Chinese believe that food and beauty cannot be disappointed. In addition, the hotel experience is the most important factor for an unforgettable holiday: 82% of the respondents said that hotel facilities can enhance their unforgettable journey, while 41% of the respondents said that they can show their beautiful scenery outside the hotel window. It’s the most pleasant to wake up next time; in addition, an equal proportion of respondents are obsessed with restaurants in the hotel that present local flavors. In addition, relaxing in the hotel swimming pool or exclusive private beach for hotel guests, as well as the exquisite and unique cultural hotel design and decoration have created an unforgettable journey experience for Chinese travelers.
The extraordinary significance of travel is once again demonstrated
The report on travel expectations of Chinese consumers in the post-Hilton epidemic shows that up to 95% of respondents said that although the epidemic has affected their travel, the precipitation during this period also gives them the opportunity to re-understand and define the extraordinary meaning of travel. Up to 85% of Chinese respondents believe that the joy of travel is an unforgettable memory in a lifetime. Among them, 35% of the respondents chose the happy hour of travel as the most joyful moment in their memories. This proportion is particularly high among male respondents (39%), which is higher than the highlight moments of life (23%) and The selection ratio of career achievement (14%).
At the same time, Chinese people often say, "Read thousands of books and travel thousands of miles." Nearly 90% (86%) of travelers agree that travel can help shape a complete personality. In addition, when answering the childhood memories, the happiness of childhood travel experience was also mentioned the most (49%), even surpassing the public impression that children’s favorite New Year holidays (22%) or family traditions Gathering (9%), this proportion is particularly prominent in first-tier cities, reaching 51%.
It is worth mentioning that this survey not only shows that people have become more aware of the importance of travel, but also found that their attitude towards travel has become more positive, and sustainable travel has become a popular concept. 88% of the respondents said that they would take into account the impact of travel on the destination environment, and this proportion exceeded 90% in the post-95 "after waves", and another 88% of the respondents said they would like to travel Support the development of local specialty products and the catering economy. "Traveling with purpose" is gradually becoming a boom.
Hilton inspires Chinese guests to "open new expectations"
According to data from Ctrip's official website, China's tourism industry achieved a strong recovery during the Eleven Golden Week, and the hotel occupancy rate rose to about 80% of the level before the epidemic. The Hilton Group's research report once again confirmed the eager expectation and demand of Chinese consumers for travel. In order to inspire Chinese travelers to create new travel experiences with friends, family and loved ones during their travels, Hilton has launched a global marketing campaign to "open new expectations". The event was officially launched in China in September 2020. Through a series of TV commercials and online videos, it aroused new expectations of travelers and Hilton in their travels, and received enthusiastic responses from consumers.
As a continuation of this marketing campaign, starting from November 12th, Hilton will also launch a new topic page on Weibo #开新希望#, using the influence of social platforms to attract Chinese consumers to upload their travel images on Weibo Screen, sharing how they opened up new expectations with their loved ones during their travels, and actively participated in topic discussions.
At the same time, as a firm leader in the tourism and hotel industry, Hilton has also implemented a series of important measures to help guests start their reunion journey in a more relaxed and flexible way and travel with peace of mind.
