在中国不难辨认出中国旅游者。他们成群出现，规模庞大，通常排成一个纵队，由一个拿着旗子和话筒的导游带领着，统一戴着色彩鲜艳、类似于棒球帽的帽子。
这种定式正在改变。相应地，市场也在随之发生变化。到2013年，中国在旅游方面的支出将超过邻国日本，成为仅次于美国的全球第二大旅游市场。
根据波士顿咨询公司(BCG)的一份报告，目前“过夜休闲游”的中国城市消费者数量不足2亿，但由于平均每年有2500万游客首次尝试过夜休闲游，因此到2020年中国过夜休闲游人数将增加一倍以上。通过了解中国旅游者身上正在发生的变化，外国企业将可以在这个到2020年价值预计为5900亿美元的市场上占据先发优势。
波士顿咨询公司估计，中国已经从世界第六大旅游市场跃居为第三大旅游市场。根据该公司的最新报告《扬帆启航：中国旅游业的发展与前景》，中国旅游者正在挑战人们对他们的普遍看法，把更大比例的可支配收入用于国内外旅游。
但首先他们会增加在国内旅游上的支出。报告预计，到2020年，中国国内休闲游的市场价值将翻两番以上，国内住宿需求将翻一番。波士顿咨询公司在15个城市采访了4250名中国游客，据此写成上述报告。
中国旅游者如今愿意把年收入的8%花在一趟国内游上。这个比例高于其它新兴市场游客，也远高于发达国家游客（他们的旅游支出平均占年收入的2%）。
商务旅行市场的增长预计将保持稳定，而过夜休闲游市场将超过商务游市场，到2020年占到国内游市场的一半左右。
中国旅游者也在成群涌向国际旅游目的地，只是声势相对较小。根据上述报告，未来十年内，中国出境游市场预计每年将增长17%。到2020年，前往日本和韩国的国际游客中将有25%以上来自中国，而从中国到欧洲的游客人数将翻两番。
该报告更广泛的意义在于说明中国旅游者独具一格，有兴趣打进高速发展的中国旅游市场的企业，首先应当了解中国旅游者的需求，因为中国旅游者目前并没有得到满意的服务。该报告的作者认为，了解中国游客独特的需求偏好，可为外国企业带来更大的利润潜力。
那么有哪些独特之处呢？中国旅游者往往成群结队；以年轻人为主；他们规划行程所花的时间更少：39%的美国游客表示会提前3个月以上进行计划，而中国游客的这个比例仅为4%。
他们远比美国旅游者更看重机场至酒店的行李运送服务（这一项甚至未能进入美国游客所希望获得的尊贵服务的前十位）。他们很享受进入贵宾候机室以及取得优先安检权。
为什么他们没有得到满意服务？大部分受访者表示，他们对旅游和行程选择感到不满意。网上预订是一个主要争论焦点。旅游者认为网上预订方式过于复杂，尽管这种旅游预订方式越来越流行。
一些公司针对旅游者的这些关切采取相应措施，获益匪浅。中国领先的旅游网站携程(Ctrip)提供网上预订和送票服务，该网站允许没有信用卡的顾客支付现金。地中海俱乐部(Club Med)着重建设客户关系，以此赢得忠诚顾客。
这只是有关中国旅游业的冰山一角。有兴趣进入中国旅游市场的企业应密切关注这个瞬息万变的行业。
译者/何黎
http://www.ftchinese.com/story/001037849
It’s not hard to spot Chinese tourists in China. They go around in large groups – usually single file – led by a guide with a flag and loud speaker, and sport brightly-coloured, matching baseball caps.
But this stereotype is changing. And as it does, so does the market. By 2020, the Chinese will spend more on tourism than their neighbours in Japan, becoming the world’s second biggest source of travel business after the US.
On average 25m Chinese take their first overnight leisure trip each year. This is expected to double by 2020, according to a report from Boston Consulting Group. Understanding how Chinese travellers are changing will give foreign companies first mover advantage in a market that is set to be worth $590bn by 2020.
BCG estimates that China has already risen from the world’s sixth biggest to third biggest tourism market. According to its new report, Taking off: travel and tourism in China and beyond, Chinese travellers are defying commonly-held assumptions and spending more of their disposable income on travel, both within China and internationally.
But they’re set to spend more on domestic travel first. The report, which is based on findings from 4,250 Chinese travellers polled in 15 cities across the country, forecasts that the value of China’s domestic travel market will quardruple by 2020, and that demand for domestic accomodation will double.
That’s because Chinese travellers are already willing to pay 8 per cent of their annual income on a single domestic trip. This is more than any other emerging market and much more than what a traveller from a developed country is willing to spend (on average 2 per cent of yearly income).
And while business travel is expected to remain static, China’s overnight leisure market is expected to overtake the business segment, to account for nearly half of the domestic travel market by 2020.
Chinese tourists are flocking to international destinations in droves as well, albeit in smaller relative terms. China’s market for international travel is expected to grow by 17 per cent a year over the next decade. By 2050, 25 per cent of international tourists to South Korea and Japan will come from China, while arrivals to Europe from China will quadruple, according to BCG.
But the broader point of the report is that Chinese travellers are unique and any business interested in tapping China’s booming tourism sector had better first understand what it is that Chinese travellers want, because they are currently being under-served. The authors of the BCG report argue that understanding the nuances of what they demand could mean larger profit margins for foreign companies.
So what are these nuances? Chinese travellers tend to travel in larger groups; they are mostly young; and they plan their holiday at much shorter notice: 39 per cent of US travellers previously polled by BCG said they began planning 3 months ahead, compared with 4 per cent of Chinese travellers.
They value baggage delivery from airport to hotel much more than American travellers (in the US it is not even in the top ten priorities) and they enjoy the exclusivity of priority lounges and priority security lines.
And why are they being under-served? A majority of respondents said they were dissatisfied with their travel and tour options. Online booking is one particular bone of contention. It is seen as unreasonably complex, despite its growing popularity in the industry.
A few companies have addressed these concerns and in return have reaped the benefits. China’s leading travel website Ctrip, which offers online booking and ticket delivery, allows customers without a credit card to pay cash. Club Med is also gaining loyal customers by putting emphasis on building relationships with their customers.
This is just the tip of China’s tourism iceberg. Those interested in tapping the market should pay close attention to a continually changing sector.
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