Per reporter: Shu Dongni Per editor: Chen Junjie
There is more to life than meets the eye, there are poems and faraway places. With the increasing spending power of the Generation Z group, travel has become one of their important ways of leisure and entertainment. And Generation Z also shows distinctive characteristics in the process of searching for poetry and distant places.
On the occasion of March 15, in order to understand the trend of this group in travel consumption, Daily Economic News joined hands with Huichen (688500, SH), the first data analytics provider on the Science and Technology Board, and distributed over 4,800 questionnaires through the HCR Huichen XMfactory platform, and collected 1,063 valid questionnaires for research.
The research results show that Gen Z likes to travel freely; they love to travel with friends; Gen Z has a higher acceptance of cloud travel, more than half of them have seen cloud travel; the length of their trips is concentrated in 3-7 days, and in the cross-analysis with the travel time, it is found that Gen Z has obvious characteristics of patchwork holidays ......
Little Red Book, Jitterbug, Weibo B Station and other graphic video-based new media have become the main sources of information related to travel destinations for Generation Z
From the data, it can be seen that the highest percentage of people learn about tourist destinations through graphic video-based new media, reaching 52.7%, followed by online travel agencies, while the percentage of people learn about information through offline travel agencies is relatively low, at 16.7%.
The three factors that Generation Z considers most before going on a trip are price budget, convenience of transportation, and safety issues
From the data, we can see that the price budget is still the first factor considered by Generation Z, with a percentage as high as 57.5%, followed by the convenience of transportation and safety issues, with a ratio of nearly 50%. In terms of time constraints, less consideration is given, which may also reflect the younger generation's "go-go" personality.
The Z generation is scheduled to travel in a new way: in Jitterbug Express, travel can also be planted and grass into a closed loop
In terms of booking trips, most people still choose to book trips through OTA online travel agencies such as Ctrip to Where, but it is worth mentioning that not only the seeds of obtaining travel information, video new media with trading functions are also becoming an important way for Generation Z to book trips, and the results show that the percentage of various e-commerce platforms such as Jitterbug Express reaches 45%.
Free travel is the best, much higher than other travel methods, Generation Z prefers freedom
In terms of travel methods, 56% of Generation Z chose to travel on their own, much higher than group tours or various theme tours, and they made their own reservations for transportation, hotels and tickets, going wherever they wanted to go, with a clear preference for freedom.
Generation Z's consumption power is considerable, and self-driving tours rank second in terms of transportation mode of travel
According to the National Bureau of Statistics, 49% of the current Z generation is still of high school age and below. According to Cato & QQ Advertising, 65% of Gen Zers between the ages of 18-23 are earning only from parental support.
Therefore, in the choice of transportation, trains, trains and high-speed trains undoubtedly rank first, but interestingly, the proportion of self-driving and airplanes is also high, reaching 45% and 42% respectively, and the spending power of Generation Z is stronger than imagined.
Generation Z is particularly fond of natural scenery when it comes to the choice of travel destinations
The most popular destination for young Gen Zers is nature, and nearly 60% of Gen Zers use it to relax. They seem to be less fond of shopping paradises that require more budget, and online shopping destinations that are popular among people, with only 16% of Gen Zs preferring to go to shopping paradises.
Since the middle of the Generation Z group is divided into students, the proportion of winter and summer trips is also higher
The majority of Gen Z choose to travel on statutory holidays or annual holidays, but 37% of Gen Z also choose to travel during the winter and summer holidays.
The length of travel of Generation Z is concentrated in 3-7 days, and in the cross-analysis with travel time, it is found that Generation Z has obvious characteristics of patchwork vacation
As Generation Z chooses to travel on statutory holidays or annual leave, the length of their trips is mainly 3-7 days, but the holidays of Generation Z seem to be longer, with more than 22% of Generation Z's holidays reaching 8-15 days. In addition to having winter and summer vacation time, Generation Z also takes time off to gather leave to extend their holidays.
Generation Z likes to travel with friends
Gen Z likes to go out with friends, lovers/kids, and parents, but 23% of Gen Z will choose to travel alone.
26% of Gen Z spent the most on accommodation, followed by tickets/entertainment and dining
In terms of spending on travel, 26% of Gen Z spend the most on accommodation, and they have higher requirements for "accommodation". Only 15% of them spent the most on transportation. According to Zou Guangyong, associate professor of Shanghai Business School's School of Hotel Management, this may be mainly due to the impact of the epidemic, which has shortened the travel radius and led to a decrease in transportation costs.
In addition to running to the attractions, walking around the immersion experience has also become an important way of travel for Generation Z. There is also a new way that Generation Z will choose RV camping
Generation Z has changed from the previous walkabout style of travel, walking around immersive experience is the way they spend their time after arriving at the travel destination, accounting for 57%. It seems that young people's pursuit of individuality determines that the "here and now" type of running to the attractions, visiting stores, hotels and vacations are less likely to arouse their interest, and the interest-based immersive experience is their greatest expectation of a perfect trip.
Generation Z will decide whether to go out during the day or at night depending on the travel destination, and although the night economy is hot, daytime is still the main activity time
The travel and vacation patterns of young people in Generation Z tend to customize and plan their travel style according to the type of destination, rather than pre-determining what they will do during the day or at night. This is also reflected in the "City Walk" and "travel as local" travel concepts that have emerged in recent years.
Gen Z is more receptive to cloud travel, with more than half having seen it, and another 11% watching it regularly
The "live cloud tourism" allows tourists to get real and experiential content services before they travel, so they can better plan their own itinerary, and for some people who cannot travel due to the epidemic, the "live cloud tourism" satisfies their For some people who cannot travel due to the epidemic, "live cloud tourism" meets their dream of "traveling the world without leaving home". "Live Cloud Travel has been accepted by more than half of the young people in Generation Z - 42% watch it occasionally and 11% watch it often.
The impact of the epidemic on Gen Z's willingness to travel has been limited, with even 18% of young people's willingness to travel increasing
"Reality is dry, but young people's ideals are rich". Although the epidemic has affected people's travel behavior, the impact on young people's willingness to travel has been more limited, with the majority (62%) of young people unaffected and even 18% of young people's willingness to travel has increased.
Case 1
China car rental: comprehensive new car rental and self-driving become the first choice of the Z generation travel
With the Z generation on the stage of the mainstream of consumption, consumer upgrading trend intensified, and its closely related car rental market recovery momentum is encouraging, the overall size of the industry approaching the 100 billion mark.
Ministry of Public Security statistics, in 2020 China's car ownership reached 281 million, car driving license 418 million people, a preliminary projection of China's population of at least 140 million people have no car, the potential car rental customer base is huge. On the other hand, the car scene is increasingly diversified and instant, covering daily commuting, travel, wedding, business trips and other scenarios, car rental is increasingly becoming a way of life for the main consumer.
It is worth mentioning that most of the huge "Benjamins" are Generation Z who are growing together with the new Chinese consumer market.
Since 2021, China Car Rental has launched the "China Car Rental Festival" with the theme of "New Car, New Member, New City, New Free Deposit", targeting the needs and car habits of the Z generation and providing a new service experience for users. During last year's "Double 11", China Car Rental, together with Flying Pig, launched the industry's first nationwide "Rent-A-Car" series of products, completing the innovation of traditional car rental products with scenarios and bringing consumers a new consumer experience.
The person in charge said that with the strong market recovery and explosive growth of consumer demand in the post-epidemic era, consumers' pursuit of convenience and brand trustworthiness is unprecedentedly high, and it is from the user's pain points that China Rent-A-Car has upgraded its service experience, continuously added new cars to improve the condition of cars and expanded its business radius, while reshaping its membership system, strengthening user benefits and lowering the threshold of car rental for users, thus achieving a "four-level jump" at the level of deep cultivation of users.
This year's Spring Festival, Shenzhou rental car data shows that the Spring Festival car rental has become a source of "ritual" for many young people in the New Year of the Tiger, with post-85 and post-95 users accounting for more than 70% of the total, taking the lead; and its newly released "2022 "Her Self-driving" Travel Ecological Observation" shows that among female users of Shenzhou rental cars, post-85 users account for the majority of female users, and in addition to self-driving tours with family or friends, daily commuting and business trips are also one of the main scenarios for women.
The industry believes that, in the post-epidemic era, the tourism market is rapidly rebounding, leading to a large influx of traffic in the respective segments of self-driving tours, resort hotels, special folklore, etc. The "latter wave" in the consumer group is unstoppable, with the post-90s and post-00s consumer power awakening and longing for a more personalized and quality travel experience. In addition to capturing more consumer groups, China Car Rental's continuous initiative has also increased the consumption scenarios of existing customers, thus continuing to expand the market scale and industry influence.
Case 2
Tongcheng Travel: Changing the spokesperson to the 00s
"Individuality, freedom and spontaneity" is how Liu Jing, director of user growth in the travel business group marketing center of Tongcheng Travel (hereinafter referred to as Tongcheng), describes Generation Z. Liu Jing said that the proportion of Generation Z group among the travel users on the Tongcheng platform currently reaches 30%.
According to Liu Jing, from the same platform, Generation Z belongs to the fastest and best segmentation group in terms of travel quantity, spending power and order growth. The company has been paying great attention to this group in recent years and has launched relevant activities and products according to their travel characteristics and interests.
According to the National Bureau of Statistics, 49% of the current Z generation is still of high school age and below. According to Cato & QQ Advertising, 65% of Z-generation 18-23 year olds in school have only parental support as their source of income.
Also because most of Generation Z are students, Liu Jing said that many of the company's activities are therefore designed for the campus scene, or the scene around the school, such as holding student singing contests and street dance competitions to promote the brand's business among the school community.
On January 1, 2022, Tongcheng Travel announced Zhang Zifeng as the new generation brand spokesperson, who was introduced as a famous actress after 00.
In addition, when the travel time and travel length are cross-analyzed, the reporter found that the characteristics of the Z generation to put together holidays are particularly obvious. This is also verified from the orders of the same trip, Liu Jing told reporters, taking the National Day Golden Week as an example, the travel peak of Generation Z will often be one or two days earlier, starting from September 28, this feature will be more obvious compared to other groups travel.
Liu Jing said that the same trip has also done research, even if the Z generation began to work officially, they will also take time off to go out to play, "they do not have too many worries in taking time off, say go, for travel will be more casual, self, more pursuit of freedom." Liu Jing said. In response to the characteristics of the Z generation's staggered peak, Tongcheng has also launched more seconds and pre-sale activities.
In the questionnaire results, "friends" accounted for 54% of the selection of travel companions, and Liu Jing said that the Gen Z group prefers to travel with a partner, and the same trip is also designed to launch group activities with a high degree of participation.
Liu Jing also shared a characteristic of Generation Z's travel, "When Jitterbug and Little Red Book which place is particularly hot, it is obvious to see Generation Z running to that place, for example, when Datang Bujian City was hot before, the travel orders of Xi'an increased significantly."
Liu Jing's previous research results show that Gen Z no longer likes to go on a walking tour, but prefers immersive experiences, such as Netflix hotels that can be stayed and photographed into a way of touring, or they go through seeding platforms to discover some local hidden ways to play.
"Pay attention to the consumer behavior and habits of Generation Z, do more innovation, and get the recognition of Generation Z in terms of brand tone and product design; they have different criteria for brand recognition than other people." Liu Jing suggests doing more targeted research on Generation Z.
Case 3
Jitterbug, B station: tourism can also be a closed loop from "grass" to "grass"
According to the results of a survey conducted by Daily Economic News and Huichen, the main way for Generation Z to browse information about travel destinations before traveling is through graphic and video new media (such as Xiaohongshu, Jieyin, Weibo, B station, etc.).
It is worth mentioning that the new video media with transaction function is also becoming an important way for Generation Z to arrange their trips, and the results show that the percentage of various e-commerce platforms such as Jieyin Express reached 45%.
Sun Nan, research director of WiseStar, said that when planning a trip, most people used to search for tips through online travel websites, but now the proportion of young people in Generation Z browsing travel information through graphic video-based new media has exceeded that of online travel agencies, and a large number of consumers are first "planted" in graphic video-based new media, and then plan and arrange their trips through OTA online travel agencies (such as Ctrip, Where to go, etc.).
In the question "Acceptance of online live cloud tourism", Gen Z has a higher acceptance of cloud tourism, with more than half of them having watched cloud tourism and 11% watching it frequently.
This means that graphic and video-based new media are playing an increasingly important role in Generation Z travel. How important is it in the end? Let's first look at how many Gen Zs are on ShakeYin, B Station and Little Red Book.
According to Avery Data , in November 2020, 31.1% of users of Xiaohongshu were located at the age of 24 and below, 30.6% of users were located at the age of 25-30, and 61.7% of users were aged 30 and below. According to the 2020 Jitterbug Creator Ecology Report, the monthly active user scale of Jitterbug exceeds 850 million, the number of daily active users reaches 600 million, and the growth rate of creators aged 18-23 reaches 63%.
As a Z-generation pan-entertainment lifestyle community, Station B has reached 237 million monthly active users as of 2021Q2 in terms of user scale. In terms of age structure, according to Aurora data, in July 2021, over 60% of B station users were 25 years old or younger, and over 80% were under 35 years old; in terms of users' education level, according to B station CEO Chen Rui's speech at the China Network Audiovisual Conference, the penetration rate of B station among 985/211 college students was as high as 82%.
The 2020 Jitterbug creator ecology report shows that among the creator types with high growth in the number of watchcasts in 2020, the growth rate of the number of user watchcasts for travel is 407%, and the highest growth rate of 802% is for the entertainment type. the start-up rate of different types of creators in Jitterbug in 2020 is 54% for travel and the highest for the fashion type is 72%. The growth rate of the number of authors with 10,000 fans was 197% for travel and 984% for the entertainment type.
From the above data, for shake the popular entertainment, beauty, food and other areas, travel in the "top ten" can not occupy a place. But it is undeniable that the category of travel has a high growth rate in terms of the number of videos and creators on Jitterbug, as a traffic gathering place, more and more young people are planted by Jitterbug in a certain tourist destination, and in Jitterbug to complete the booking of orders for hotels, scenic spots and entertainment activities in tourist destinations.
Sun Nan told reporters that short video content presentation is rich, interactive, pop-up culture and other social features help companies to carry out marketing innovation and enhance user stickiness. Travel enterprises can innovate travel products and enhance travel experience through KOL communication, customized travel themes and routes, etc. under the social theme of young people in Generation Z. Through the secondary exposure of the platform and content aggregation, it further connects users with users and users with experts, forming multiple social relationship chains and ultimately enhancing user stickiness.
Daily Economic News
