May 18, 2018

ITB China: With Chinese millennials, travel marketers take generational leap forward


For travel marketers who have never heard of Douyin, chances are that their marketing strategies targeting the Chinese millennials are already falling behind, said industry players at a panel discussion at ITB China 2018 in Shanghai.

Estimated to number more than 400 million, millennials are a force to reckon with in China’s outbound travel growth. But marketing to this key demographic requires a close watch of trends and recognising the cultural nuances and complexities, key travel figures shared during the ‘Connecting destinations with Chinese millennials’ session yesterday.

Chinese millennials are hardly a uniform market, with each subset – post-80s, post-90s and post-00s, etc – displaying its own quirks and preferences, according to Roger Qiu, general manager of Europe, Middle East & Africa, destination marketing of Ctrip Group. “Each segmentation is complicated,” he added.

Filipe Silva, board member of Turismo de Portugal, agreed: “There are differences within the millennials group. For instance, the millennial profile in a first-tier city is different from those in second- or third-tier cities.”

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Read also "Forget Chinese tourist stereotypes, a new generation is reshaping overseas travel" at Forbes