奥纬咨询+关于中国游客回归，你应该知道的4件事-29页_1mb

Summary of Oliver Wyman's Report on the Return of Chinese Travelers (July 2023)

• Introduction: The report analyzes the recovery of Chinese outbound tourism post-COVID-19, based on a survey of affluent travelers and historical data, with pre-COVID spending of US$245 billion on 155 million trips.

• Recovery Timeline: Full recovery of outbound leisure travel is unlikely until 2024 H2, with 2023 characterized by revisits from experienced travelers.

• Top Destinations: Hong Kong SAR remains the top international destination (73% for revisits), followed by Western Europe. Shopping is a core purpose of travel, but food and experiences are also key, especially for Gen Z.

• Traveler Behavior Changes:

  • Gen Z new travelers prefer short, low-budget trips focused on experiences and food, spending less on luxury shopping.
  • New Tier 1 city retirees are consolidating with higher budgets, returning to shopping tourism.
  • Overall luxury spending abroad is expected to be around 20% of total, with domestic preference due to comprehensive onshore collections and brand availability.

• Luxury Shopping Trends: Despite a return, international luxury spending is lower; domestic shopping is favored for reasons like better service and availability, with personalized services emerging as a key differentiator.

• Economic Outlook: Travel recovery varies by destination, with strong rebounds expected in Asia-Pacific post-group tour bans, highlighting shifts in consumer demand and spending patterns.