New survey suggests China set to lead Thailand's tourism recovery

A new survey released today, China Thailand Travel Sentiment Survey 2020, conducted in mid-April by C9 Hotelworks and Delivering Asia Communications, suggests China is set to lead Thailand's tourism recovery from August.

The survey of consumers in China’s first tier cities has concluded that 53% of respondents would like to travel overseas within 2020 with the most popular months for trips abroad for the remainder of the year being August, October and December.

The report data provided an insight into destination preferences within Thailand. Respondents’ most popular holiday locations in order of popularity are Bangkok, Phuket, Chiang Mai, Koh Samui and Pattaya. Over 75% of demand was pinpointed in the top three destinations.

Thailand is one of the most impacted travel markets by Covid-19 in Asia. The country hosted 39.8 million international visitors last year with China accounting for nearly 11 million arrivals. The expanded Thai tourism, hotel and travel sector contributes between 12-15% of GDP to Southeast Asia’s second largest economy.  

The survey focussed on key demand factors in the country’s reopening of the tourism economy.  A strong positive message from the research is that 71% of Chinese consumers said they would like to visit Thailand.

Using the China survey as a forecasting tool for the hotel industry, an interesting shift in a segment traditionally leveraged in the mass market is that 83% of potential visitors would choose independent travel versus a group tour. This leads into asking ‘what are the preferred booking channels for Chinese travellers to Thailand’?  The top five in order are Ctrip (61%), Fliggy (16%), hotel websites (9%), Booking.com (5%) and WeChat (5%).  

Commenting on the road to tourism recovery C9 Hotelworks Managing Director Bill Barnett advised “we expect Thailand’s reopening trajectory to initially be dominated by the domestic storyline but move quickly into inter-regional travel punctuated by the outbound China sector who are ready and willing to visit the country as demonstrated by the survey results.”

Taking a forward-looking view of the impact of Covid-19 and dynamics at play for the remainder of the year, airlift is a critical enable of the travel sector as you can’t stay there if you can’t get there.  A quick indicator of airline activity on Flightradar24 clearly reflects how China’s considerable regional and low-cost airline (LCC) sector has returned to the air.

While undoubtedly there will be a lingering global fear factor for travellers in the wake of the virus outbreak, Thailand offers favourable door to door flying time and a vast network of approved routes to mainland China.

Rounding out the survey results Delivering Asia Communications Chief Executive David Johnson, added the demographics of travellers from China were changing “the new China traveller is younger, more independent and more digitally influenced than ever. Covid-19 has had a profound impact on travel consumer mindsets and this generation has a burning desire to experience the world and new digital strategies are needed to reach them.”

The China Thailand Travel Sentiment Survey will be discussed in a webinar "Thailand Bounces Back. The China Rebound" on Thursday 23rd April  at 2pm Bangkok time.

To register for webinar please click here. 

To download the China Thailand Travel Sentiment Survey, click here.