Hong Kong’s Bright Future from China’s Exploding Travel Market
Nov 25, 09 | 1:55 am 
A new study by leading market information company TNS, which probed the travel preferences of mainland Chinese businessmen and holidaymakers from tier 1 and 2 cities across the country, suggests that the explosive growth in the outbound Chinese travel market is set to continue. 90% of both business and leisure travelers claim they are travelling more (or at least the same), in 2009 as they did in 2008, and the indications are that this trend will continue in 2010.
The study found that there were few reasons for travelling less. Business travelers who claim they will be travelling less, mainly say they will be switching to webcasts or teleconferences instead. The main reason cited by leisure travelers was fear of H1N1, which may fall away in 2010.
Combining business and leisure
Less than 10% of travelers are travelling only on business, with around 60% combining both leisure and business. Commenting on the findings, Neel Banerjee, who leads the Travel & Leisure practice for TNS in Hong Kong, says this suggests opportunities for persuading business travelers to extend their trip for a few days of leisure, perhaps including their family or friends as well. The leisure travel market is being driven mainly by travelers taking advantage of attractive packages, low airfares and budget airlines, and budget hotels. Hong Kong is in a prime position to take advantage of these combined business and leisure trips. It is already the number one destination for both business and leisure travelers and within convenient flying distance if family or friends are to join the business traveler.
Opportunities for Hong Kong
Hong Kong has another advantage. The survey found that in fact travelers' experience of Hong Kong was better than its reputation had led them to believe (see chart on next page). Hong Kong has a TRI*M Index score of 70 for Reputation but 79 for Experience. This suggests that Hong Kong has a communication problem and that it needs to tell travelers more about the benefits it has to offer.
Although 45% rely on family and friends for traveling advice, the main source of advice for travelers is still the internet, with 86% consulting one or more sites. Clearly investment in digital media will be critical if Hong Kong is to reach this target efficiently and communicate its benefits.
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About TNS
TNS, who recently merged with Research International, is the world's largest custom research agency delivering actionable insights and research-based business advice to its clients so they can make more effective business decisions. TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors, supported by a unique product offering that stretches across the entire range of marketing and business issues, specialising in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research. Delivering best-in-class service across more than 75 countries, TNS is part of Kantar, the world's largest research, insight and consultancy network. Please visit www.tnsglobal.com for more information.
Source: TNS
