Global Traveller Report reveals new travel pattern as vaccination begins

Four out of five Chinese respondents are actively planning their next trip, highest in the world.
25 May 2021
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Jeff Tsui

Managing Director, Profiles Division , Greater China

Will Weng photo

Account Manager, Profiles Division, Greater China, Shanghai

As some countries lifted restrictions and vaccinations are being rolled out in many markets, the global community of travellers is beginning to look ahead to their next trip in a new normal. Kantar has conducted an online survey among global audiences in eight countries, asking about their personal and business travel plans and their feelings toward travelling in today’s environment.

The research was conducted online among 7,796 people across US, UK, France, Germany, India, Singapore, China and Brazil. Respondents were sourced from the Kantar Profiles Network. All interviews were conducted as online self-completion and collected based on local census distributions in April 2021.

1. Chinese most actively making plans

According to our research, 82% of Chinese respondents report to have made holiday/vacation plans to travel outside of the cities they’re living in in the next 12 months. The proportion is the highest among the eight markets covered in the study. Among those who do have plans, 39% are newly planned holidays or vacations.


EN Travel plan in 12 months


EN Mix of Chinese travel plans

Of those Chinese with a holiday/vacation plan, 93% are going to do that domestically, also the highest among all surveyed markets. Only 7% of them plan to travel internationally, mostly to Asian and European destinations.

EN Combination of destination and vehicle for Chinese travel plans


EN Intl travel destination of Chinese in 12 months

After the shockwave brought by pandemic, where are Chinese travellers going to stay? Hotels are the No.1 choice of accommodation for 71% Chinese respondents, highest among the world.

EN Types of accommodation of Chinese travel plan

*Single choice question

2. Vaccinations and travel

More than half (52%) Chinese respondents said that they “look forward to travelling as much as I was” after vaccine rollout is completed. This is the same as global average of 50%. But already 19% Chinese said that “I am already travelling as much as I was”, ranking the highest in the world together with US, and is significantly higher than global average of 13%.

EN Vaccination and Chinese travel plan

3. Business travel

Before the COVID-19 pandemic, 53% Chinese respondents travelled for work. Among all Chinese, 28% travelled once or twice a year, and 4% travelled more than 10 times annually.

EN Mix of Chinese biz travel before COVID

During our survey, 68% of those Chinese business travellers said they have travel plans over the next six months, also the highest among the world.

4. About Global Traveller Study

This research was conducted online among 7,796 people across eight global markets: United States, Brazil, United Kingdom, France, Germany, India, Singapore, and China's mainland.  Respondents were sourced from Kantar’s LifePoints Research Panel, only accessible through the Kantar Profiles Network. All interviews were conducted as online self-completion and collected based on local census distributions.

The Kantar Profiles Network, under Kantar Group, is the largest in the industry and built with highly validated, permission-based respondents. With simplified, dynamic access to 100 million people in 80+ countries,  Kantar Profiles Network deliver more than 80 million completed samples for different industries and research topic.

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