The global travel search platform Skyscanner conducted a survey on graduation travel through social platforms recently in China. The survey questions have covered various aspects of overseas travel, which include destination choice, trip planning, travelling mode and purpose, posing a comprehensive understanding on Chinese post-95s graduates’ overseas travel tendency and preference.
Combined with Skyscanner’s questionnaire and statistics from an Asian AI+Big data company, it clearly finds that Chinese post-95s emphasize travel comfort and experience, most of them prefer independent overseas travel; the destinations are not limited to popular choices such as Japan, South Korea, Europe and the United States, some of them show interest on niche destinations, such as Iceland, Norway, Pakistan. Unlike the post-80s, the younger new generation regards travel as a vital way to enrich their own experience and broaden their horizons.
Japan wins the most popular destination; post-95s show interest towards niche destinations
According to the data, the top ten most popular destinations for overseas graduation travel are Japan, South Korea, Thailand, the United States, Hong Kong, France, Russia, the United Kingdom, Singapore and Italy. It should be noted that Japan is the most popular destination for college students, this may owe to the flexible tourist visa policy, geographical position and relatively safe environment. Besides, the increasing impacts of Japanese drama, animation and other cultural products also account for its popularity among the post 95s. Moreover, Thailand and other destinations in Southeast Asia, with low travel costs and convenient transportation, are still popular among the students.
According to the survey, the students’ travel destination preferences in China’s first-tier and second-tier cities show a regional difference. Popular countries like the United States and Thailand are among the most common choices for students from all cities covered by the survey. Graduates from the first-tier cities, Beijing, Shanghai and Guangzhou, show great interests in traveling to the United States; comparatively, students from Xi’an, Chengdu, Hangzhou and other second-tier cities are showing greater interest in niche destinations such as Iceland, Norway, Sweden and Pakistan.
Post-95s students spend more budget and time on traveling, and prefer rich experience
In terms of the travel frequency, students’ overseas travel has polarized, while in-depth tours with rich experience are both preferred. For students involved in this survey, over 60% of them have travelled abroad more than twice, among which nearly 20% have over 4 times overseas tours. The finding also shows that more than 78% of students plan to take a long trip for 7 to 10 days, and they are willing to spend more time acquiring travel experiences, not just glancing over the scenic spots. 37.1% of the students will set the budget of graduation travel budget to over RMB 10000; foods, shopping, art exhibition and other in-depth experience projects have become the consuming focuses of them.
With regards to travel experience, the young and creative Chinese post-95s show great differences from other groups, the traveling mode of crazy shopping, “sleep on vehicle, get off for tour” no longer belongs to them. Nearly 70% of the students choose to travel with 2 or 3 friends, plan an independent graduation trip that will take more than one week. Releasing academic pressure and experiencing different lives and scenic are the main purposes of their overseas travel, while challenging voluntary works and visiting schools gradually become one of the significances of the trip.
Post-95s students’ awareness of traveling cost efficiency and diversified modes are growing mature
In terms of traveling behaviors, the post-95s students focus more on cost performance rather than excess consumption, nearly 50% of them would make specific trip planning before travelling, many entitled themselves “masters of buying discounted tickets” and “traveling experts on social platforms”.
As to airline reservation customs, 24.5% of the college students “stare at” ticket prices 12 weeks in advance to get low-cost tickets; 64% of graduates choose to book tickets ahead of schedule; only 3 percent intend to start an instant trip. From Skyscanner’s investigation on reservation period of global outbound tourists, the average reservation period of Chinese tourists is only 40 days in advance. However, the post-95s group makes reservations 8 to 12 weeks in advance, indicating that their travel modes are growing more mature and the concept of outbound travel is growing deeper.
Through overall survey results from Skycanner China office and data from 6Estate, it is easy to find that Chinese young students pay more attention to the experience of local culture and traveling experience, and shows great interests in adventure experience. In addition, the student group does not make excess consumption. With higher consumption level and well-off disposable funds, they are even more skilled in careful budgeting, rational spending, therefore to embrace a cost-effective trip.
Company Name: Skyscanner Beijing Office
Contact Person: Tia Ma