May 18 2020  |  Industry News

First m1nd-set complimentary insight report focuses on Chinese consumers’ resumption of international travel and shopping

By Hibah Noor

As Swiss research agency m1nd-set has been “inundated with requests” from both current and new clients hoping to gain insight on post-lockdown shopping trends, the agency is releasing regular complimentary insight reports.

The first insight report

The first report is focused on the Chinese traveller, as the group most likely to resume international travel before other nationalities.

An “express survey” that m1nd-set conducted on May 14th and 15th asked questions of 1,000 Chinese who had travelled internationally in the past 12 months.

Results of the survey

Of these travellers, 7 out of 10 say they intend to fly internationally as soon as they are able to once international travel restrictions have lifted.

Approximately half say they are motivated to fly out of frustration of not being able to travel internationally for this extended period. About 58% say their destination will be in Asia, with hopes to travel within this region as early as the beginning of summer.

Demographically, Millennials are the group most likely to fly immediately, with about half of those intending international travel under the age of 35.

Just 12% of those surveyed said they intended to embark on group travel once able to fly internationally.

About shopping

While 55% of those surveyed who plan to travel said they would spend more on travel than they did before the pandemic, 63% said they would budget a lower amount for shopping.

As always, promotions and discounts will play an important role in shopper motivation with 69% saying they would purchase promotions when they travel. Meanwhile, 90% said they will be loyal to the brands they are familiar with.

Sustainability increases importance

Luxury brands remain important for the Chinese traveller, with more than 6 out of 10 claiming this as their shopping preference; just less than half (47%) proclaim interest in sustainable products.

Social media remains resoundingly the preferred source of shopping information for these Chinese travellers.

Anna Marchesini, Project and Business Development Manager at m1nd-set commented: “m1nd-set has developed a strong reputation over the past few years as the most trusted source of reliable and relevant insights concerning all aspects of shopper behaviour in the travel retail environment. As a gesture of support for the industry we work so closely with, servicing more than 60 clients across all sectors, we have launched this insights programme to ensure our partners and other stakeholders are well equipped for the recovery and kept informed of how consumers are planning to travel and shop again.”

“We will be conducting a series of these express surveys, Marchesini continued, “based on industry needs – based both on what partners are saying is most vital to them and on how the situation evolves across the globe in the coming weeks and months.”

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