We could hardly travel due to the pandemic and the silver lining is still far away from us. However, the industry is still preparing for the return of travellers. Communications group PRCO has unveiled the trends in the Asian Market, particularly China, with three key points.
First, it is expected that there will be an increased demand for private group holidays. When it comes to destinations and the types of travel, health and social distancing measures continue to be a priority across Asia. Travel bookings in 2020 showed a significant shift away from group tours to private groups and independent travellers. For example, Trip.com reported a 100% year-on-year increase in private family groups.
The next trend will be nature-led, domestic tourism. Travellers are opting for open spaces with high hygiene standards and social distancing measures. While the world is celebrating the rollout of vaccines, local destinations that offer outdoor adventure experiences will continue to be travellers’ top choices over cities. In China, domestic tourism will continue to boom in 2021 - China’s October Golden Week in 2020 championed Sanya as the leading destination to travel to, followed by Shanghai, Beijing, Chengdu and Hangzhou.
Livestreaming will become normal for China’s travel companies while the travel industry recovers. For example, Trip.com co-founder James Liang sold US$294 million in holiday packages and hotel rooms by hosting 25 livestream events. Liang’s entertaining video campaigns, incorporating traditional Chinese performance arts such as crosstalk and Sichuan face-changing opera made him an influencer.
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