New experience in family travel: Airbnb Chinese family travel report

Airbnb is changing the way people see and experience the world. Airbnb listings can be found in more than 191 countries and regions, covering 65,000 cities. In all destinations worldwide, Airbnb hosts warmly welcome travelers from near and far, and many such guests are Chinese. So far, Airbnb hosts have welcomed more than 200 million guests, including a growing number of families.

Homes and Experiences offered by Airbnb provide a new form of family travel. Parents and children can stay in fully furnished and facilitated homes and keep their regular lifestyles and sleep habits. prepare breakfast and other meals for their children, and play in safe and inviting backyards. Moreover, they can find lots of fun places beyond the popular local tourist attractions, thanks to the information provided by their Airbnb hosts. In November 2016, Airbnb launched Experiences, host-led opportunities for  family travelers to participate in a variety of activities and immerse themselves in local cultures.

As disposable income continues to increase for many Chinese families, they are upgrading their travel and spending more on touring year by year. Accordingly, family travel has become deeper and more enriching due to the influence of several external factors, including the emergence of Airbnb as a new type of accommodation. According to the Trend Report on China Home Sharing Consumption 2017 by Airbnb and the China Tourism Academy, 50 percent of the respondents surveyed said they had used home sharing when traveling with their families overseas, and 30 percent of the respondents said they chose home sharing overseas because of its suitability for travel with families and friends.

Airbnb is more popular among outbound family travelers

According to Airbnb data from January 1 to September 1, 2017, Chinese outbound guest arrivals in parent-child travel accounted for 17 percent of the total Chinese outbound guest arrivals, while guest arrivals with kids in domestic listings was approximately 8 percent of total Chinese domestic guest arrivals. Both percentages are still growing. Compared with domestic travel, Chinese families preferred Airbnb in outbound travel, as evidenced by the fact that family guest arrivals out of the total who stayed at overseas Airbnb listings is 9 percentage points higher than the arrivals at domestic Airbnb listings, and outbound guest arrivals by Chinese family outnumbered the domestic by 136 percent.

Asian destinations attract the most Chinese family travelers

According to Airbnb, Japan, Taiwan, Hong Kong and other Asian countries and regions were most appealing to Chinese families. Among all the Chinese parent-child travelers through Airbnb, about 30 percent have traveled to Japan, and most of them stayed at listings in Osaka, Tokyo and Kyoto. Meanwhile, the proportions of Chinese family travelers out of total travelers to Osaka and Kyoto are the highest. During China’s upcoming National Holiday Golden Week, these Japanese cities remain the first choices for many Chinese families with kids.

As for domestic travel, Shanghai and Beijing not surprisingly are the top destinations for Chinese families, and Qingdao and Hangzhou also attract a number of family travelers. Moreover, the percentage of family travelers out of overall travelers to Qingdao is higher than other popular domestic destinations, reaching 17 percent. During the Golden Week, Shanghai, Hangzhou, Qingdao and Guangzhou will see the most Chinese families traveling with kids.

A considerable number of Chinese families with kids plan to travel to multiple cities during a trip. Chengdu-Chongqing and Kyoto-Osaka are the top routes in domestic travel and outbound travel, respectively. Chinese families on average spend more than 5 days staying in these routes.

Chinese families contribute considerate economic benefit to local

Airbnb allows Chinese families to live a local through immersive travel experiences, and local communities, in turn, can benefit from these family travelers. Between January 1 and September 1, Chinese families with kids brought nearly 280 million RMB to Airbnb hosts in China and abroad,  and contributed approximately 450 million RMB of consumption to overseas destinations. And according to the 2016 Airbnb Compact Survey, 82 percent of Chinese users who traveled with kids said that staying at Airbnb made them more likely to visit the same destinations again, and 30 percent said they would not have stayed as long if not for Airbnb.

The listings where Chinese families stayed are more facilitated

The listings where Chinese families with kids stayed were equipped with better amenities than the total homes, and over 80 percent of listings they stayed were “family/kid friendly”. Kitchens were more needed in overseas travel than for domestic travel. The number of family-friendly listings in mainland China slightly faster than the total listings, as “family/kid friendly” listings in Hangzhou and Chengdu grew by 166 percent and 122 percent year over year, respectively.

280 million Chinese and overseas host income contributed by Chinese families

450 million Direct Chinese guest spending aboard

4.95 Average rating by Chinese family traveling with kids domestically

30% Among all Chinese parent-child travelers through Airbnb, % of those traveled to Japan

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