The Golden Week, which takes place from October 1st to October 7th, is a significant time for travel and consumer spending among Chinese consumers. This seven-day holiday period allows them to travel longer distances. The Golden Week presents a prime opportunity for European merchants to increase their sales. How can merchants take advantage of this festive period to reach Chinese consumers and maximise the business potential of this upcoming Golden Week?
Airbnb has recently released a report on outbound Chinese travellers during the Golden Week holiday, highlighting significant trends: Chinese tourists are making a strong comeback, with a notable increase in bookings for international stays, especially in Europe; four European countries are listed in the top 10 most popular destinations: Italy, France, the United Kingdom and Spain (Source). The current surge in tourism presents a great opportunity for businesses in Europe to attract Chinese tourists by catering to their specific needs. Offering Chinese language content and preferred payment methods like Alipay and WeChat Pay can significantly enhance the travel experience for Chinese visitors, making it easier for them when travelling abroad. European merchants can effectively capture and expand their share in this growing market by integrating these seamless payment options and tailoring services to meet travellers' expectations.
Characteristics of Chinese travellers
Educated Young Tourists Leading the Trend for Personalised Experience.
Most outbound travellers now consist of young and middle-aged tourists, with Generation Z emerging as the dominant force. The 22-41 age group represents 82.8% of outbound travellers, and 74.36% hold a bachelor’s degree or higher (Source). Generation Z, in particular, tends to favour personalised and customised experiences driven by their individualism and independence. Their purchasing behaviours are less influenced by traditional advertising, as they are more rational in processing marketing messages and filtering information that aligns with their preferences. In addition, having a higher disposable income makes them willing to invest in experiences that enhance their happiness.
Chinese Social Media is the Primary Source of Information for Outbound Travellers
Online platforms are now the main source of information for travellers. Before going on international trips, tourists usually search for transportation information, accommodation details, pricing, and local customs. However, because the dominant social media platforms in China differ from those in Europe, travellers mainly depend on popular Chinese social media platforms to gather information about travel destinations and explore local cultural tourism, shopping options, and cuisine.
Pursuit of Quality and Experiential Consumption
Among the top outbound destinations for Chinese tourists, 75% have increased their average spending compared to 2019 (Source). They favour dining, culture, and entertainment. For example, when booking hotels, more travellers choose four-star and higher accommodations, indicating a preference for high-quality lodging for a comfortable experience. According to Alipay, dining expenses surged during the May 1st holiday in 2024. Chinese tourists' dining spending increased by 57% (Source) compared to the same period in 2019 and 50% compared to 2023. "Authenticity" has become the keyword for outbound travel spending. Tourists are now more focused on immersing themselves in local life and are willing to spend more time experiencing local culture and customs deeply.
Increased Demand for Digital Payments
When Chinese consumers travel abroad, they usually carry international credit cards and a small amount of local cash. However, familiarity and convenience make them more comfortable using Alipay and WeChat Pay. Because of differences in payment habits, language, and culture, they tend to prefer merchants that accept Alipay and WeChat Pay. The availability of these Chinese alternative payment options enhances their travel experience and encourages them to spend more.
These trends indicate that the outbound tourism market is shifting towards more personalised, high-quality, experience-driven, and digital-oriented services. Businesses should adapt their offerings accordingly to meet the evolving preferences of Chinese tourists.
Tips to attract Chinese consumers during the Golden Week
Understand and Respect Chinese Culture
It's important to understand and respect Chinese culture to attract Chinese consumers during the Golden Week. This can be achieved by incorporating Chinese cultural elements, such as symbols and bilingual guides, to create a welcoming atmosphere. Additionally, it's essential to be mindful of Chinese cultural norms and etiquette, including preferences for service, payment methods, and communication styles. Training staff to be culturally sensitive can greatly improve the customer experience. Acknowledging and celebrating significant Chinese holidays, like the Golden Week and Lunar New Year, and customising promotional activities for these occasions can enhance your brand's appeal. Respecting Chinese cultural traditions and preferences will strengthen brand loyalty and deepen the connection with Chinese consumers.
Establish a Strong Presence on Chinese Social Media
The digital landscape in China is distinct from that in Europe. To effectively enhance brand visibility and influence, merchants should focus on creating content on popular Chinese social media platforms and collaborating with Key Opinion Leaders (KOLs). Major platforms such as WeChat, Xiaohongshu (Red), and Douyin (Chinese TikTok) are key sources for shopping and travel recommendations among Chinese consumers. Furthermore, young Chinese consumers are highly influenced by Key Opinion Leaders (KOLs) recommendations and other users' reviews when making purchasing decisions.
Integrate Chinese Payment Methods and Leverage Payment Marketing
By incorporating WeChat Pay and Alipay into your payment options, merchants can offer Chinese tourists a familiar and convenient payment experience, addressing language barriers and currency exchange concerns. This enhances the overall customer experience.
Both WeChat Pay and Alipay have their own marketing features and promotional incentives. Merchants can tap into these by utilising various tools within their ecosystems:
- WeChat: Publish articles on a WeChat Official Account (similar to a Facebook page) and create an e-commerce store or booking system using customised Mini-programs (sub-applications within WeChat). These tools help engage users and provide a seamless shopping or booking experience.
- Alipay: Set up a StoreFront Page on Alipay’s ‘City Page’ (similar to a Google homepage). This feature allows you to attract potential customers with exclusive recommendations and special offers.
Leveraging these payment and marketing tools can effectively reach and engage with Chinese consumers, driving both foot traffic and online interactions.
European merchants should focus on targeted marketing strategies for the Chinese market to build brand awareness among Chinese consumers before they travel. Effective marketing can guide them towards making purchases or visiting stores during their trip. Tailoring personalised and customised activities to meet Chinese consumers' preferences is crucial for ensuring they choose your products or services in their upcoming travels.
Contact our experts at PayXpert today to elevate your strategy to capture Chinese consumers and create greater business value.
*PayXpert provides the product and services in all Europe and UK. The acquiring services are managed by PayXpert Spain for Europe and PayXpert Ltd for UK. More details about the products and services offered by PayXpert are accessible via their official website in Spain (www.payxpert.es)
