A new generation<\/strong><\/h3>\n\n\n\nThe\nemergence of younger, more dynamic and independent travelers, called FITs –\nFree and Independant Travelers – has been observed. This new generation of\nadventurers often abandons guided trips. They prefer to travel day-to-day, and\nuse local transport and more atypical accommodation. The generation of FITs is\nmore inclined to master English and less fearful of new crops. They travel\nmainly to countries geographically close to China, namely Thailand, Japan,\nKorea, etc. This trend is gradually spreading to Europe and North America.<\/p>\n\n\n\n
Travelers looking for adventure<\/strong><\/h3>\n\n\n\nThese travelers are, for the most part, “repeaters”, ie Chinese tourists who have already visited the country within 3 years. They already know the places of visit unavoidable and are in search of new experiences. In constant increase, these new tourists now represent more than half of the Chinese tourist volume in the world, with a rate of 40%<\/a> in France. Although this movement is not a majority for the moment and the “senior” and family travelers still prefer the security of a group and guided trip, the number of FITs continues to grow.<\/p>\n\n\n\nCommercial opportunities to seize<\/strong><\/h3>\n\n\n\nThis change is an opportunity for less visited and less accessible tourist accommodation by this group of customers, such as guest houses. Moreover, it is also a new challenge for traditional tourist circles who, at the risk of losing some of their Chinese clientele, will have to adapt their strategy, their communication and their way of interacting with these new travelers. Also, the sharp rise in Chinese tourist spending abroad underscores the importance of understanding and reaching out to this category of travelers. Indeed, spending by Chinese tourists increased from \u20ac 46 billion in 2011 to \u20ac 238 billion in 2017, an increase of 420% in 6 years<\/a>.<\/p>\n\n\n\n![\"\"](\"http:\/\/www.shuo-digital.com\/wp-content\/uploads\/2019\/09\/chinese-outbound-tourists.png\")
<\/figure><\/div>\n\n\n\nPast destinations, projects and consumer habits<\/strong><\/h2>\n\n\n\nFIT\ntourists are paying less attention to the notion of “near” or\n“far” in their criteria of tourist destination. Indeed, they prefer\nto ask if a place is “unique” or “fun” before making their\nchoice. These new travel reasons make the evolution of the tourist offer\nnecessary.<\/p>\n\n\n\n
New influences…<\/strong><\/h3>\n\n\n\nThe reasons\npushing them to new destinations have evolved. They are inspired surprisingly\ntrips that can be observed through the American series broadcast in China, with\nmore naturalness, with more picturesque but also more contact with the local\npopulation, often at the expense of comfort. In addition, Chinese tourists see\ntravel as an opportunity to discover new flavors.<\/p>\n\n\n\n
Also, the nature of the objects purchased during their travels changes. The typical souvenirs that can be found in the shop are of less interest to them, while more atypical memories, more significant of their trip to a particular city or region, are privileged. Note that Chinese tourists have an average annual income of \u20ac 16,135<\/a> (the average annual income is \u20ac 7,538 for the entire Chinese population), FIT tourists often being part of the high average of these revenues. The latter spend between \u20ac 600 and \u20ac 3,800 for most trips of about a week organized in “package” or not. Nearly 40% of this amount is spent on shopping.<\/p>\n\n\n\n![\"\"](\"http:\/\/www.shuo-digital.com\/wp-content\/uploads\/2019\/09\/shopping-FITs-1024x659.png\")
<\/figure><\/div>\n\n\n\n… but some habits persist!<\/strong><\/h3>\n\n\n\nHowever, if\nit is a tourist practice that has not been lost over time, it is the Chinese\npleasure of bargaining. Uncommon in France, Chinese tourists do not hesitate to\nhaggle the price of their purchases. However, it is recommended not to\nspontaneously begin a process of negotiation, some travelers preferring to buy\n“French”. Nevertheless, if your interlocutor tries to negotiate the\nprice, to enter his approach will make him happy and will offer a better image\nof the shop. Of course, this only concerns sales on the markets and in local\nprovincial stores. This does not apply to luxury shops or restaurants.<\/p>\n\n\n\n
A changing group structure<\/strong><\/h3>\n\n\n\nPreviously\nhomogenous ages, Chinese tourist groups have diversified in recent years. The\ngeneral age of tour groups has decreased from an average of 40 to 50 year old\ntravelers to an average age of 35. In addition, children accompanying their\nparents are more numerous, requiring a new welcome from this clientele, new\nservice proposals but also new products to offer at the same time as those made\navailable to parents.<\/p>\n\n\n\n
The generation of thirties is gaining importance with the arrival of new technologies, the spread of smartphones and the high rate of use of applications of all kinds<\/a> in the daily lives of the Chinese population. Adapting to these new methods of communication and these new means of payment is essential for businesses and service providers. Understanding and adopting them makes it possible to become known and to create a privileged link with this clientele.<\/p>\n\n\n\nThe necessary adaptation of providers<\/strong><\/h2>\n\n\n\nChinese\ntravel agencies have been quick to comply with these usual changes, as\nevidenced by the rapid increase in online services. These include personalized\nindividual travel offers, enabling a younger, more connected and more fearless\ngeneration to stay accompanied while on the move, while gaining autonomy.<\/p>\n\n\n\n
![\"\"](\"http:\/\/www.shuo-digital.com\/wp-content\/uploads\/2019\/09\/Mafengwo-1024x458.png\")
Overview of the home page of the Mafengwo website, which specializes in booking hotels, tickets and arranging group or personalized trips. Note “do not fear the unknown”, intended for a younger and more adventurous audience. <\/figcaption><\/figure><\/div>\n\n\n\nKnowing the study of WeChat can be a significant advantage. Indeed, this application is among the most used daily by Chinese tourists<\/a>, provides a ranking of travel websites, countries, places, shops to visit but also dishes to taste or items to acquire. So, good visibility on WeChat can be a key factor of success in developing a Chinese clientele. In addition, French businesses are almost absent from this type of platform for the moment, quickly adopt this means of communication represents an invaluable opportunity to increase its visibility.<\/p>\n\n\n\nA France in the foreground<\/strong><\/h3>\n\n\n\nAnticipating and adapting to Chinese demand is a major necessity. Indeed, between 2017 and 2018, Europe has become the second most visited tourist destination after Southeast Asia, with twice as many visits as those in North America. In addition, Europe is also the first destination for Chinese tourists to visit in the coming years. Finally, among the world cities, Paris is the second most popular city<\/a> for Chinese tourists, after London (2017-2018).<\/p>\n\n\n\n
These travelers are, for the most part, “repeaters”, ie Chinese tourists who have already visited the country within 3 years. They already know the places of visit unavoidable and are in search of new experiences. In constant increase, these new tourists now represent more than half of the Chinese tourist volume in the world, with a rate of 40%<\/a> in France. Although this movement is not a majority for the moment and the “senior” and family travelers still prefer the security of a group and guided trip, the number of FITs continues to grow.<\/p>\n\n\n\n This change is an opportunity for less visited and less accessible tourist accommodation by this group of customers, such as guest houses. Moreover, it is also a new challenge for traditional tourist circles who, at the risk of losing some of their Chinese clientele, will have to adapt their strategy, their communication and their way of interacting with these new travelers. Also, the sharp rise in Chinese tourist spending abroad underscores the importance of understanding and reaching out to this category of travelers. Indeed, spending by Chinese tourists increased from \u20ac 46 billion in 2011 to \u20ac 238 billion in 2017, an increase of 420% in 6 years<\/a>.<\/p>\n\n\n\n FIT\ntourists are paying less attention to the notion of “near” or\n“far” in their criteria of tourist destination. Indeed, they prefer\nto ask if a place is “unique” or “fun” before making their\nchoice. These new travel reasons make the evolution of the tourist offer\nnecessary.<\/p>\n\n\n\n The reasons\npushing them to new destinations have evolved. They are inspired surprisingly\ntrips that can be observed through the American series broadcast in China, with\nmore naturalness, with more picturesque but also more contact with the local\npopulation, often at the expense of comfort. In addition, Chinese tourists see\ntravel as an opportunity to discover new flavors.<\/p>\n\n\n\n Also, the nature of the objects purchased during their travels changes. The typical souvenirs that can be found in the shop are of less interest to them, while more atypical memories, more significant of their trip to a particular city or region, are privileged. Note that Chinese tourists have an average annual income of \u20ac 16,135<\/a> (the average annual income is \u20ac 7,538 for the entire Chinese population), FIT tourists often being part of the high average of these revenues. The latter spend between \u20ac 600 and \u20ac 3,800 for most trips of about a week organized in “package” or not. Nearly 40% of this amount is spent on shopping.<\/p>\n\n\n\n However, if\nit is a tourist practice that has not been lost over time, it is the Chinese\npleasure of bargaining. Uncommon in France, Chinese tourists do not hesitate to\nhaggle the price of their purchases. However, it is recommended not to\nspontaneously begin a process of negotiation, some travelers preferring to buy\n“French”. Nevertheless, if your interlocutor tries to negotiate the\nprice, to enter his approach will make him happy and will offer a better image\nof the shop. Of course, this only concerns sales on the markets and in local\nprovincial stores. This does not apply to luxury shops or restaurants.<\/p>\n\n\n\n Previously\nhomogenous ages, Chinese tourist groups have diversified in recent years. The\ngeneral age of tour groups has decreased from an average of 40 to 50 year old\ntravelers to an average age of 35. In addition, children accompanying their\nparents are more numerous, requiring a new welcome from this clientele, new\nservice proposals but also new products to offer at the same time as those made\navailable to parents.<\/p>\n\n\n\n The generation of thirties is gaining importance with the arrival of new technologies, the spread of smartphones and the high rate of use of applications of all kinds<\/a> in the daily lives of the Chinese population. Adapting to these new methods of communication and these new means of payment is essential for businesses and service providers. Understanding and adopting them makes it possible to become known and to create a privileged link with this clientele.<\/p>\n\n\n\n Chinese\ntravel agencies have been quick to comply with these usual changes, as\nevidenced by the rapid increase in online services. These include personalized\nindividual travel offers, enabling a younger, more connected and more fearless\ngeneration to stay accompanied while on the move, while gaining autonomy.<\/p>\n\n\n\n Knowing the study of WeChat can be a significant advantage. Indeed, this application is among the most used daily by Chinese tourists<\/a>, provides a ranking of travel websites, countries, places, shops to visit but also dishes to taste or items to acquire. So, good visibility on WeChat can be a key factor of success in developing a Chinese clientele. In addition, French businesses are almost absent from this type of platform for the moment, quickly adopt this means of communication represents an invaluable opportunity to increase its visibility.<\/p>\n\n\n\n Anticipating and adapting to Chinese demand is a major necessity. Indeed, between 2017 and 2018, Europe has become the second most visited tourist destination after Southeast Asia, with twice as many visits as those in North America. In addition, Europe is also the first destination for Chinese tourists to visit in the coming years. Finally, among the world cities, Paris is the second most popular city<\/a> for Chinese tourists, after London (2017-2018).<\/p>\n\n\n\nCommercial opportunities to seize<\/strong><\/h3>\n\n\n\n
<\/figure><\/div>\n\n\n\nPast destinations, projects and consumer habits<\/strong><\/h2>\n\n\n\n
New influences…<\/strong><\/h3>\n\n\n\n
<\/figure><\/div>\n\n\n\n… but some habits persist!<\/strong><\/h3>\n\n\n\n
A changing group structure<\/strong><\/h3>\n\n\n\n
The necessary adaptation of providers<\/strong><\/h2>\n\n\n\n
A France in the foreground<\/strong><\/h3>\n\n\n\n