In 2023, China's "Golden Week" holiday saw a strong resurgence in international travel. This 8-day holiday, combined with a unique 4-day work schedule, made it an ideal time to explore. Border authorities processed 1.188 million entries and exits during the Mid-Autumn and National Day holidays, marking a nearly 2.9-fold increase from the previous year and an 85.1% rise from 2019. China's outbound tourism is recovering swiftly, with predictions of a 70%+ recovery rate in Q4 2023 and full recovery by 2024. Both Tong Cheng Travel and Ctrip reported a substantial increase in bookings during the "Golden Week."

Throughout the entirety of the Mid-Autumn and National Day holidays, Hong Kong and Macau experienced a boom in visitors. On October 1, 2023, the National Day fireworks display in Victoria Harbour attracted over 430,000 spectators, far exceeding the typical average of just over 200,000.

1.Catering to High-Value - Chinese tourists now average ¥30,000 in overseas spending, with an impressive 32% year-on-year growth led by the youth.

The latest data confirms a remarkable shift in Chinese travelers' spending habits abroad. The average budget for Chinese tourists exploring international destinations now stands at ¥30,000 yearly, a notable 32% increase compared to the previous year. What's noteworthy is that this surge in spending is primarily driven by the younger generations, particularly the post-'95 and post-'00 cohorts. Their steady income growth has positioned them as the driving force reshaping outbound travel dynamics. Their evolving preferences, lifestyles, and eagerness for global exploration are driving significant changes in the outbound tourism landscape. This demographic's increasing affluence and quest for unique experiences are pivotal in guiding the industry's trajectory. Consequently, the outbound tourism sector must adapt to cater to the evolving demands of these high-value, youthful travelers as they continue to shape and redefine the market for years to come.

2.Winning the young audience - a critical competitive factor in the travel industry

2.1 Crafting Effective SEM Strategies (Keyword Placement)

Developing astute SEM strategies to capture the dynamic young market is essential. This involves meticulously selecting keywords that resonate with the target audience, such as 'hotels' and 'airlines,' but not limited to any specific search engine. Keyword choice should be based on understanding consumer behavior and trends deeply. By conducting thorough keyword research, businesses can ensure their advertisements align with the interests and preferences of the youth, making them more likely to engage and respond positively. This strategic keyword placement enhances visibility and significantly improves the ads' relevance, resulting in more effective campaigns.

2.2 Precision Advertising Strategies for the Travel Industry

In the competitive travel industry, reaching the right audience is crucial. When targeting the youth demographic, the focus shifts to optimizing keywords within your advertising strategy. Instead of directly targeting youthfulness, high-tier cities, disposable income, and freedom, these factors guide how brands shape their marketing materials to reach the desired audience effectively. For instance, choosing keywords associated with popular young people's destinations and activities is essential when promoting a city. This precision in advertising strategies is key to staying competitive in the ever-evolving travel industry.

If you are interested in exploring our China SEM solution to enhance brand exposure and capture users' attention during various festivals, we would be delighted to work with you to develop a specific marketing plan. Please contact our team at enquiry@so360.hk; we are committed to supporting and assisting you in achieving success with our China SEM solution!