Demand Preference of Target Groups of Tourism Websites

Four themes that tourism service providers should pay attention to:

1. Paradox of Personalization and Privacy

Among the China tourists interviewed, 63% are willing to share their personal data in order to get more targeted services and personalized experiences, which is close to the average level of 64% in the Asia-Pacific region. Although this brings opportunities for tourism service providers, they must carefully balance the relationship between personalization and privacy protection in the face of people's growing concern about privacy issues. In addition to complying with data protection standards and laws and regulations, travel merchants must also be able to clearly express what value passengers can get by sharing their data.

2. Provide advice that they really trust.

Some travelers will ask other travelers for advice. What travelers in the Asia-Pacific region need is not the exquisite pictures in the guidebook, nor the recommendation of Weibo, a well-planned expert. Instead, they are more willing to consult their peers and get more real responses.

When planning a trip, China tourists are most easily influenced by oral comments from friends, family and colleagues, feedback from other tourists and comments on online booking websites. Compared with other tourists in the Asia-Pacific region, online booking websites have a particularly significant impact on China tourists, which may explain why local online travel brands such as Ctrip and Tuniu can successfully attract the public and cater to the needs of tourists.

3. Communicate accurate information in the right way at the right time.

In tourism, every interaction with tourists is very important. In addition to personalized service, it is equally important to get in touch with passengers in a timely and intuitive manner. Although the vast majority of tourists in China are very willing to accept travel advice when planning and traveling, travel merchants should seriously consider how to establish contact with them and provide valuable information.

The survey shows that, on the whole, tourists in the Asia-Pacific region are most interested in suggestions that can help them save money, while tourists in China are more interested in suggestions that can help them determine the best sightseeing options. In terms of communication channels, among all travelers in the Asia-Pacific region, China tourists are most willing to get the latest travel news and suggestions through instant messaging services such as WeChat (4 1%). At the same time, they are reluctant to use email (12%), which is the first choice for travelers in the Asia-Pacific region (35%).

Asia-Pacific tourists have their own tastes.

The survey found that tourists in the Asia-Pacific region do not have the same preferences, which is one of the most important observations found in the survey.

In all surveys based on geography and demographic structure, there are obvious differences in the behavior, needs and preferences of tourists in the Asia-Pacific region. For example, although 73% of China tourists think it is very important to have service personnel who can speak a language at their destination, only 4% of China and Hongkong tourists think so. In addition, 66% of China tourists mostly book travel through mobile terminals, but only 1 1% of New Zealand tourists will do so.