Younger generations have become the main users of online hotel platforms in China, according to a report.
The Trustdata study for the first half of 2019 shows those born “post '90s” now account for 39% of users compared to 37% for “post '80s”-born users.
The report, from the mobile internet monitoring company, reveals that these younger users do not have the pressures of parenthood or large purchases such as a car or a house and have a diverse range of travel needs, including themed events and celebrity chasing.
They are also predominantly from third-tier cities and lower, although overall, 70% of new users of online hotel platforms are also from these lesser developed cities.
The growing online hotel market is being helped by increases in supply as well as the burgeoning tourism market, which is being boosted by economic development.
Trustdata says the number of room nights reserved via online hotel channels increased 20% year-on-year to hit almost 400 million in the first half of 2019.
Subscribe to our newsletter below
The report reveals Meituan holds the greatest share of online hotel orders at just over 50%, followed by Ctrip at just over 21% and Qunar at just over 10%.
Meituan also takes the top slot in room nights reserved at just over 47%, followed by Ctrip at almost 24%.
Trustdata says Meituan also attracts the greatest share of new users, which now total five million a month.
More generally, the study points to a diversifying travel market with the traditional demand for a flight plus a hotel expanding to a wider expectation for an experience including flight, hotel, attraction/experience, food, shopping and entertainment.
The full report can be viewed here.