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TripAdvisor reveals Golden Week travel trends by Chinese outbound travellers

November 25, 2015 OTA News No Comments Email Email

TripAdvisor, the world’s largest travel site, has revealed travel data specific to Chinese mainland users on its official Chinese site during the holiday period starting from Mid-Autumn Festival to the national Golden Week for 2015*. Pointing to outbound user travel habits, the data showed how they accessed the site, what they spent time researching on TripAdvisor, destinations that have grown in popularity and how Chinese mainland users are sharing their experiences on their trips.

Planning and sharing their travel experiences on mobile

Since its China rebranding in May, TripAdvisor has seen positive user engagement on its Mao Tu Ying mobile app with a three-fold increase in monthly iOS downloads in Sept vs. May. During the holiday planning months between July and September, over 14 million sessions were logged in total by TripAdvisor users, with 37% of these on mobile. In addition, Mao Tu Ying app users opened the app at least four times per day to use the features and submit reviews and content. Interestingly, 58% of this review content received a 5-bubble rating.

Food comes first in-destination

Almost 40% of all review content submitted were for restaurants. Chinese mainland users abroad were twice more likely to look at restaurant pages as they were to access attractions. They also accessed restaurant pages three times more than hotel pages.

Hanoi – a new favourite destination

The top ten outbound destinations for the holiday period were Bangkok, Paris, Milan, Rome, Tokyo, Singapore, Hanoi, Barcelona and Taipei. Vietnam’s Hanoi made a surprise appearance on the top ten list, having leapt 20 places up from 2014, making it a surprise tourist hotspot for the Mid-Autumn and Golden Week holiday period.

Top Ten Outbound Destinations

Ranking City Ranking Change (compared to 2014)
1 Bangkok +3
2 Paris +6
3 Milan +1
4 Rome +5
5 Tokyo +10
6 Singapore -6
7 Hanoi +20
8 Barcelona +13
9 Taipei -2
10 Kuala Lumpur -8

“Since we rebranded and relaunched TripAdvisor in China and supported this with a series of product upgrades on our iOS app in particular, we have really started to see a marked uplift in organic app downloads, the level of in-app engagement, as well as user contributions,” said Lily Cheng, TripAdvisor’s President for Asia Pacific.

“Millennial independent Chinese travellers are increasingly looking for authentic and unique experiences when they go abroad, and we are delighted to see that the TripAdvisor Chinese app is establishing a reputation amongst this traveller segment as an indispensable tool for finding food and things to do while on-the-go.”

* The Mid-Autumn Festival and Golden Week holiday period is from 26 September to 11 October.

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