China Travel and Tourism With almost 100 million outbound travelers per year, Chinese travelers are the world's biggest tourists. They're also the tourists that spend the most – over $105 billion US dollars each year. Our Travel and Tourism Guide provides key insights about the way the Chinese buy travel, the payment mechanisms used and key facts about the Chinese traveler. China Search International has partnered with NTENT to work with US companies/brands and their agencies to guide them through the complex Baidu process. All NTENT’s services (guides, training, account set up, keyword proposals etc.) are free of charge.

1. WEBSITE DESIGN PROPOSAL
CHINA TRAVEL SECTOR

2. MARKET INSIGHTS

3. A New Generation of Chinese Tourists
• Knowledgeable, sophisticated, and travel-savvy
• Predominantly young; below 45 years old
• More independent than previous generations – more comfortable travelling
without a tour guide
• Majority (70%) remain traditionalists who are most interested in visiting famous
places and attractions
• Increasing number (10%) looking for deeper experiences and opportunities to
get to know the local population
• 7% consider themselves as travel ‘connoisseurs’ who focus on quality
• A further 10% are active ‘experience-centered travellers’ who want to explore
and discover

4. China is the World’s Largest Outbound Tourism Market
• In 2013, Chinese outbound travellers reached
97.3 million.
• That’s 14 million more travellers than 2012.
• It was on-track to break 100 million in 2014.
0
20
40
60
80
100
120
China Outbound Tourism (millions)
Sources: COTRI, CTA

5. Chinese Tourists are the Biggest Spenders
• Chinese outbound tourism consumption hit
USD $120 billion in 2013, ranking NO.1 in the
world.
Source: World Tourism Organization (UNWTO)
0
20
40
60
80
100
120
140
1995 2000 2005 2010 2013
China Tourism Spending ($USD billions)
China
USA
UK
Germany
Japan
Russia
France

6. Most Popular Destinations for Chinese Tourists
A larger circle indicates
higher popularity.
SYDNEY
SINGAPORE
KUALA LUMPUR
PHUKET
BANGKOK
TAIPEI
TOKYO
OSAKA
SEOUL
HONOLULU
NEW YORK
VANCOUVER
LAS VEGAS
SAN FRANCISCO
LOS ANGELES
LONDON
PARIS
MILAN
ROME
60.9% made more than 1 overseas trip
in 2014 and 30% have travelled abroad
5 times or more over the past 12 months

7. Most Popular Activities for Chinese Tourists
SIGHTSEEING (75%)
is the most popular activity amongst those
travelling for leisure.
DINING (65%)
in second place, demonstrating the importance of
food in Chinese culture.
SHOPPING (51%)
is in third place amongst those travelling for
leisure, as Chinese tourists seek out luxury brands
in Europe and the USA.
BEACHES (37%)
MUSEUM & GALLERIES (22%)
RURAL PURSUITS (17%)
ARTS & CULTURE (12%)
SPORTS (5%)
GAMBLING (5%)

8. Planning and Booking Outbound Travel
• 4 in 10 respondents planned their trip more
than 1 month ahead of their planned travel
• 19% planned their trip “1-7 days in advance”
• 7% “Did not plan in advance at all”
Sources: Leisure Segmentation Study. 2011
More than a year in advance
7-12 months in advance
4-6 months in advance
1-3 months in advance
8-30 days in advance
1-7 days in advance
did not book in advance
0% 10% 20% 30% 40% 50%
Booking Planning
According to Baidu Research Centre, it takes about 25 days from
the initial search to the final point of conversion.

9. Information Sources – Planning Before Travel
• Online sources are rated as the most useful
source as travellers can obtain very detailed
and comprehensive reviews and guidance
from other experienced travellers.
Sources: Leisure Segmentation Study. 2011
22%
34%
47%
54%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Magazine / Newspaper
Guidebook
Peer recommendation
Travel Agent
Online Sources
Information sources before travel

10. Information Sources – Online Channels
• If your target customer is online in China,
they’re on Baidu.
Sources: Leisure Segmentation Study. 2011
4%
11%
12%
16%
19%
24%
34%
79%
0% 20% 40% 60% 80% 100%
Other
Tourism Board Website
Travel Forum 12.4
Travel Channel or Portal
Hotel and Airline Website
Travel Vertical Website
Online Travel Agency
Information sources before travel

11. China Online Travel Booking Market Scale
30
36
42
112
0
20
40
60
80
100
120
2009 2010 2011 2012
Millions Online travel booking users
Country Penetration Rate
United States 40%
United Kingdom 47%
India 20%
Brazil 25%
China 7.9%
• 2012 was the tipping point when
online travel booking spiked in
China.
• China now has more online travel
booking users than the United
States (98 million).
• Staggering given current penetration
rate of only 7.9% which indicates
much more growth opportunity
ahead.

12. Most Searched for Travel Information
Attraction, 47%
Destination +
Travel, 11%
Travel
Websites
8%
Attraction Ticket, 6%
Travel Guide, 5%
Accomodation, 4%
Travel Agency, 3%
Pictures & Photos,
2%
Souvenir &
Specialty, 1%
Food, 1%
Others, 12%
• Information on Attractions is the
most sought after
• Destination terms rank 2nd
Source: Baidu Data Analysis Centre

13. TRAVEL ON BAIDU

14. Baidu – Travel Market Reach
Chinese Outbound Travellers
97.2 Million
66.0 Million
68% use online sources for trip planning
Sources: China Outbound Tourism Research Institution, 2014; UNWTC
Over 43% of Chinese Outbound Travelers on Baidu
42.4 Million

15. Baidu Search Products
Loyalty 忠诚Purchase 购买Consideration 考虑Familiarity 熟知Awareness 知晓
Content Network
(Banners)
Baidu Travel
Portal
Brand Zone
Brand Zone Mini
(mini websites within
search results)
Keyword Search (SEM)
Baidu Wireless (Mobile)
• Baidu has a wide range
of search products to suit
any stage of brand
development in the
region.
• For more information on
any of Baidu’s products
please get in touch or
download our Baidu
guides from:
www.chinasearchint.com

16. China Search International / NTENT
CSI is Baidu’s International Partner, not an
agency.
CSI has partnered with NTENT to work with US
companies/brands and their agencies to guide
them through the complex Baidu process.
The result is that we’re well positioned to help
clients launch on Baidu in the most cost
effective and hassle-free way.

17. Getting in Touch
Should you have additional questions, please
don’t hesitate to get in touch:
Kevin J. Carney
VP, Agency Partnerships & Strategic Accounts
KCarney@ntent.com
(646) 561-8643
www.Baiduint.com