What makes China’s millennial traveller tick?

China’s outbound tourism market, already the largest in the world, is driving trends in luxury and leisure across the globe but, as this market continues to expand, the demographic is also changing with the millennial Chinese seeking different experiences from their parents. Understanding the preferences of the 25 – 34 year-olds may be key in attracting the China leisure traveller of the future and filling the world’s casino floors. This group, born between 1980 and 1989, comprise more than 200 million people, or about 17 percent of China’s 1.3 billion total population, according to a research paper from YWS Design & Architecture. The firm has just released results from an online survey of 1,000 participants across four major Chinese cities — Beijing, Guangzhou, Shanghai and Shenzhen — that seeks to identify what drives the “millennial traveller” and what makes them different from both their parents and their western counterparts. In 2014, Chinese...

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