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Booking缤客首次发布2025中国旅客出境游趋势报告

Core Insights - The report by Booking.com outlines the evolving travel preferences and behaviors of Chinese travelers as they explore international destinations, highlighting a growing enthusiasm for travel and diverse experiences [2][3]. Destination Preferences - The Asia-Pacific region remains a popular choice for Chinese travelers, with 41% visiting Thailand, 36% Japan, and 23% South Korea in the past year, indicating a preference for nearby destinations with similar cultural experiences [3]. - Interest in European destinations is increasing, with Italy, Spain, and the Netherlands seeing attention growth of 15%, 10%, and 10% respectively, driven by their unique cultural offerings [3]. Safety Considerations - Safety is the primary concern for Chinese travelers when selecting destinations, with 44% evaluating safety and security conditions before traveling. Additionally, 53% consider destination safety a key factor in their travel decisions [5]. Travel Motivations - The desire to relax is the main motivation for travel, with 57% of respondents indicating that relaxation is their primary reason for traveling abroad [6]. - Local cultural experiences and culinary exploration are also significant motivators, with 42% seeking cultural experiences and 39% motivated by local cuisine [8]. Travel Preferences and Trends - Short trips of less than a week account for 49% of travel plans, with 63% traveling during public holidays. Travelers exhibit a mix of preferences, with 59% wanting to visit many attractions quickly and 41% preferring to explore fewer sites in depth [9]. - Sustainability is a growing concern, with 84% of travelers considering sustainability during their trips, particularly among the 18-40 age group [11]. Budget and Quality Considerations - Chinese travelers are adept at balancing travel budgets with quality experiences, with 39% prioritizing budget control alongside travel experience. Only 15% focus solely on budget [12]. - The aging population presents a growth opportunity, with 71% of senior travelers preferring trips longer than a week and 33% favoring luxury accommodations [14]. Travel Companions - The choice of travel companions significantly influences travel plans, with 74% traveling with partners and 39% with children. Preferences for accommodations vary based on companions [15][17]. Z Generation Preferences - The Z generation shows a strong inclination for personalized travel experiences, with 50% preferring trips shorter than a week and 66% favoring multi-destination travel [18]. - Social media plays a crucial role in their travel planning, with 65% seeking inspiration from platforms like Xiaohongshu [20]. Research Methodology - The report is based on a survey conducted among 1,200 respondents from eight major Chinese cities, focusing on individuals who have traveled abroad in the past 24 months [21]. Company Overview - Booking.com, part of Booking Holdings, aims to simplify global travel experiences by connecting diverse transportation options with various accommodation types [22].