2017丝绸之路旅行趋势报告（英文版）_5页_2mb

TripAdvisor Travel Trends Summary

Core Content

The 2016 TripAdvisor TripBarometer report and the 2017 Silk Road consumer survey provide insights into the travel habits, preferences, and aspirations of global and Chinese travellers. These studies highlight the evolving nature of the travel industry, focusing on how consumers research, book, and spend on their trips, as well as their interest in specific destinations and experiences along the Silk Road.

Key Findings

Travel Planning and Booking Behavior

• 74% of travellers begin by researching and choosing their destination.
• 42% start by looking at or booking flights.
• 30% start by looking at or booking accommodation.
• 12% have just travelled to their destination.
• The average annual travel spend by travellers in the previous 12 months was $3,401.

Silk Road Consumer Survey

• 15,711 respondents participated in the survey.
• The Top 10 countries associated with the Silk Road are:
  1. Italy
  2. Spain
  3. Greece
  4. Turkey
  5. China
  6. Indonesia
  7. Egypt
  8. Croatia
  9. Japan
  10. Russia

Travel Preferences

• 47% of respondents would visit the Silk Road as part of a tour.
• 39% said they would travel with family.
• 29% said they would go with friends.
• 21% said they would go as a solo traveller.

Silk Road Experiences of Interest

• 61% are interested in exploring ancient Silk Road cities.
• 58% want to visit UNESCO World Heritage Sites on the Silk Road.
• 44% are interested in trying local Silk Road gastronomy.
• 39% are interested in attending local festivals and events.
• 39% are interested in visiting art galleries and museums.
• 29% are interested in visiting some of the oldest wine regions in the world.
• 16% are interested in travelling with nomads and staying in a yurt.
• 11% are interested in hiking in the Pamir mountains, some of the world’s highest mountain peaks.

Chinese Free Independent Travellers (FITs)

• 89% of FITs are between 18-44 years old.
• 44% have a monthly income of $3,117 or more.
• Travel motivations include:
  • 56% for rest and relaxation.
  • 47% for nature, culture, and history.
  • 42% for shopping.

Future Travel Trends

• By 2030, 49% of all global passenger traffic will be within the Asia-Pacific (APAC) region or between APAC and the rest of the world.
• China will account for around 40% of Asian outbound travellers.

Conclusion

The report underscores the growing interest in the Silk Road as a travel destination, driven by a desire to explore cultural and historical sites, experience local gastronomy, and engage with unique travel opportunities such as nomadic stays and hiking in remote areas. It also highlights the rise of FITs in China, who are seeking more independent and personalized travel experiences, reflecting a broader shift in consumer behavior towards self-directed travel.