China Tourism Academy and GZL jointly released the "China Family Travel Market Demand Report 2018"

The family is the "basic cell" of society and the most important component of human society. It has an important impact on the harmony and progress of human society. General Secretary Xi Jinping emphasized that "the prosperity of the country, the rejuvenation of the nation, and the happiness of the people must ultimately be reflected in the happiness of tens of millions of families." Among all the consumption forms in the world, tourism best reflects people's life mentality and has the strongest sense of happiness. As the top happiness industry in my country, the tourism industry has gradually become an important option for ordinary people's family life.

Dai Bin, president of the China Tourism Academy, pointed out that family tourism is moving from the spontaneous growth stage to the market cultivation stage. This is a market worthy of attention and will become an increasingly large market. China Travel Service has long rooted the concept of "quality tourism and happy life" in its corporate culture and is an important representative enterprise of high-quality tourism service providers in my country and even the world. The China Tourism Academy and China Travel Service jointly conducted a special study on the Chinese family tourism market (hereinafter referred to as the special study), advocating a high-quality family tourism development concept that is people-centered and makes tourists feel, and conducting an in-depth analysis of the core demands, structural characteristics and constraints of the family tourism market demand.

Special research has found that family travel has become an important part of the tourism consumption market and has been widely recognized by the market. The important role of family travel in promoting emotional exchanges, improving family happiness and parent-child education has also been highly recognized by the general public. With the advent of the era of strong demand for high-quality family travel in my country, whether from the perspective of meeting the people's demand for beautiful family travel or from the perspective of the tourism industry market, responsible companies should inject greater impetus into promoting the continuous improvement of the level of China's family travel industry by launching more precise and rich products and services, and continuously meet the needs of the majority of families for beautiful holiday travel and a better life. The main points and full text of the report are as follows:

1. Family travel is an important way to improve happiness

Data from the China Tourism Academy shows that in 2017, the proportion of family travel in my country's domestic and outbound tourism reached about 50%-60%, and the average tourist satisfaction level reached over 75 points. Nearly 80% of respondents believed that family travel can bring happiness, 67% of respondents believed that family travel can promote family harmony, and 54.1% of respondents believed that travel can help people gain experience.

2. Families have a strong desire to travel, but the actual frequency of travel is far lower than their desire to travel

Family travel has become an important part of people's pursuit of a better life. According to special survey data, 96.5% of the respondents are eager for family travel, of which nearly 70% are very eager for family travel, and only 3.10% of the respondents are indifferent to family travel. At the same time, there is still a lot of room for development for family travel to truly become a normalized lifestyle, and the potential market momentum for high-frequency family travel is strong. Data shows that the proportion of annual family travel times of 3-5 times and more than 5 times is far lower than the proportion of potential travel intentions. More than 20% of the respondents clearly expressed their strong desire to increase the frequency of family travel, and more than 40% and 50% of them made clear demands for high-quality and cost-effective tourism products, respectively.

3. Family tourism consumption has become normalized, with equal emphasis on high quality and high cost-effectiveness

At present, the demand for family tourism market segments such as couple travel, parent-child travel, and parent-child travel has maintained a strong development trend. The proportion of people willing to spend more than 3,000 per capita is more than 50%, and the demand for high-quality and cost-effective family tourism products is equally important. The proportion of people who choose other cities in the province and other provinces as the main family tourism destinations is about 60%, and medium- and short-distance family travel is the mainstream. Family tourism consumption has become normalized, and winter and summer vacations are the ideal family travel time for most respondents, accounting for 64.2%, and 3-6 days of family tourism products are more popular.

4. There is huge room for the development of more comprehensive and balanced family tourism

At present, the family tourism market is booming. Major tourism enterprises have basically begun to lay out the family tourism market segment. More and more tourism enterprises have begun to launch customized tourism services for the family tourism market, and a series of high-quality tourism products have emerged. The special survey also found a series of key issues in the family tourism industry that need to be improved. More than half of the respondents believed that family tourism products lack family services; 44.10% of the respondents believed that the products lack educational significance; 38.00% of the respondents believed that the product design is unreasonable, homogeneous, and the cost performance is poor. In addition, 17.80% of the respondents believed that the theme of family tourism products is not prominent.

5. Promote family tourism in the new era from rapid growth to high-quality development

At present, more and more people born in the 1980s, 1990s and 2000s are entering family life, and the travel consumption habits of Chinese families are also changing significantly. How to further meet the growing and increasingly diversified travel needs of the majority of families and enable the majority of families to effectively improve their sense of happiness from the development of tourism is the meaning of the transition of family tourism from a high-speed growth stage to high-quality development in the new era. Special surveys show that 43.7% of respondents expect higher-quality family travel products, and more than 90% of respondents can express their approval of travel products for children to play and parents to relax. Products with themes such as ecological protection, animal conservation, and charity are expected to receive high attention and participation from consumers.