Part of theTourism
Chinese millennials are digital natives
More so than even their American counterparts, China’s millennials are digital natives who rely on their smartphones to plan and enjoy their travels. More than half of young people in China check their phones four to five times a day, with forty percent checking their phone every five minutes. It’s no surprise therefore that the vast majority of Chinese millennials rely on their smartphone to arrange their travel, rather than traditional off-line booking services.
Already, some companies are taking advantage of millennials’ digital habits: China Southern Airlines opened a WeChat account to reach millennials and offers services for booking and customer service through the app. Air China, AirAsia, and China Airlines have followed suit. The sharing economy is getting involved, too: Airbnb is actively pursuing the Chinese millennial market, offering seminars to hosts in the region and securing funds from Beijing-based banks.
This effort has paid off: in the last year, Chinese demand for Airbnb rose eightfold. Similar companies, such as China-based Tujia and the Chinese app-based “24 hours”, are also marketing aggressively to this digitally-connected group of travelers.