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飞猪发布趋势报告 年轻群体成出境游市场发展关键

2017-09-26 07:37:58   中国经济网

出境旅行消费者年龄占比一览

年轻群体已经成为出境旅行的绝对主力,定位年轻用户的飞猪聚焦年轻人出境游消费习惯,以根据大数据提供更符合需求的产品。被称为“史上最长假期”的“十一”长假即将到来,出境旅行已经成为人们度过长假的优选方式。9月25日,人民网舆情监测室和阿里巴巴旗下旅行品牌飞猪联合发布的《年轻群体全球游特征及趋势报告》显示,当前年轻群体已成为出境游市场的主力军,千禧一代的消费习惯、消费行为带有鲜明的时代特性,比如偏爱自由行、重体验、追求小众化并且舍得花钱。

千禧一代成出境游绝对主力

相比上一代来说,中国的年轻人是更爱旅行的一代。人民网和飞猪表示,之所以聚焦在年轻群体,是因为他们已经成了出境旅行的绝对主力。报告显示,出境旅行消费者中,占比最高的是“90后”,占比达到39%;“80后”、“85后”、“90后”,合计占到出境旅行消费者的78.8%;被称为“保温杯”一族的“70前”,整体占比并不高。尤其是近三年来,年轻群体出境旅行人次均保持增长,且增长率高于50%。

从年轻群体出境旅行大军的来源地来看,与出境旅行整体市场情况一致,主要来自于京、沪、粤、浙、苏等东南沿海省市,以及西部比较发达的四川、重庆。但是不同的是,近来内陆城市表现出了很强的增长潜力,云南、江西、湖北、安徽、河南等内陆省份成为年出境人次增长最快的城市。

同时,在旅行目的地的选择上,一般会有一个进阶过程,从国内到境外,从大众目的地到小众目的地。据飞猪报告显示,年轻消费群出境旅行的TOP目的地仍是亚洲、欧洲、美国。但是年轻消费群的目的地进阶更明显,去过更多国家的年轻消费者越来越多,截至2017年去过6个国家以上的,比截至2016年增长了7%。而且年轻群体在目的地的选择上有很强的长尾特征,15%的人选择到目的地榜单20名以外的地方去。比如飞猪北极专线的购买者有60%在30岁左右,南极专线购买者有46.5%是“80后”。

值得注意的是,随着都市中独立女性意识的崛起,女性已经成为年轻出境旅行消费群的主力军。女性相较男性而言有多喜欢旅游呢?据人民网和飞猪发布的报告显示,女性已经成为年轻出境旅行消费群的主力,占比达62%,比男性高了24个百分点。除了出境次数多,女性也把“买买买”的特质带到了国外,女性消费者的平均客单价比男性高出了7.1%。此外,女性消费者的出境旅行频率略高于男性,在飞猪南极专线产品购买者中,59.1%是女性,北极专线购买者超过50%是情侣出行。

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