【行业研报】益普索-香港旅游大数据（英）-2023_市场营销策划_重点报告20230803_doc.docx

HONGKONGTakingtotheroadin1argernumbersIPSOSHONGKONGNEWNORMA1TRACKERJu1y2023AUTHORJavierCa1varGAMECHANGERSMORETRAVE11ERSTOTHESAMEP1ACESWhenweaskedHongKongersbackinApri1abouttheirtrave1s,30%hadventuredoutsidetheTerritoryinthepreviousthreemonthsand50%werep1anningtodosobySeptember.Theycou1dn,twaitthat1ong,though,andthe1atestdata(co11ectedinJune)fromourNewNorma1Trackedsuggesta1mostexact1yha1f(49%)ofHongKongresidentshadtrave11edbeyondtheTerritory,sbordersinthepastthreemonths.Thispositivemomentumis1ike1ytocontinue,asmorepeop1ep1antotrave1(seeFigure1).FIGURE1:GOINGP1ACES.I'>>50%64%1=49%APri12023June2023*Ap川2023June2023P1antotrave1innext6monthsP1antotrave1innext3monthsSignificant1yhigherthaninthepreviouswaveSignificant1y1owerthaninthepreviouswaveQ63,Haveyotrave1edoutsideofHongKongSARinthepastthreemonths?/Q661ookingforward,areyoup1anningtotrave1outsideofHongKongSARinthenextsixmonths?Source:IpsosThCNewNorma1surveyApm.June20231Base:=1,000(063),n=1.000(Q66)1eisurehasremainedthemainmotivationforHongKongerstotaketotheroad:81%ofthosewhotrave11edinthepreviousthreemonthsdidsoforp1easure,exact1ythesameproportionasinApri1.1ookingahead,1eisurewi11continuetobethemainreasonforHongKongerstotrave1584%c1aimingso.Despitethisincreaseintrave1,HongKongershavebyand1argestayedwithintheSAR,svicinity,goingtothesamedestinationsastheydidinApri1.Taiwanhasbenefittedfrom1argernumbersofHongKongvisitors(28%trave11edthereinJunevs.17%inApri1),ashaveMacao(26%vs.19%),SouthKorea(20%vs.12%)and,furtherafie1d,Austra1ia(8%vs.3%).Thedestinationmapwi111ike1yremainunchangedintheimmediatefuture,withcountriesinHongKog,sbackyardcontinuingtobenefitfromitsresidents/resumptionoftrave1(seeFigure2).FIGURE2:STI11INTHEN曰GHBOURHO0D.Trave11edtoinpast3monthsQ64:Whereddyoutrave1Iointhepast3monthszQ67:Whereareyoupianigtotrave1tointhenext6months?SoUr8：IPSOSTheWewMyrnaZsurveyJune20231Base:n=489(Q64),n=636(067)s£uO1U9xu>p,4O-PU咯一Average:OursurveydatainApri1a1soshowedthat20%ofHongKongershadneithertrave11edinthepreviousthreemonthsnorwerep1anningtodosointhecomingsixmonths,duemain1ytofinancia1constraints.Whi1ethisgrouphasbecomesma11erat14%ofa11surveyrespondents,thereasonsforthemtostayputremainthesame:near1ysixin10(59%)fee1apressingneedtobecarefu1withtheirfinancesandnear1yha1f(48%)thinktrave1issti11tooexpensive.Theseconcernsneedtobep1acedinthecontextofHongKong,seconomys1owingdownto1.5%inQ.2,from2.9%inthefirstquarter.MI11ENNIA1STOJOININOurdatabackinApri1showedthatMi11ennia1swereparticu1ar1yre1uctanttotrave1,withjustoverone-third(35%)p1anningtodosointhenextsixmonths,comparedto50%amongthewiderHongKongpopu1ation.Financia1concernswereimportantamongthiscohort,70%sayingtheyneededtobecarefu1withtheirmoney,comparedto57%amongeveryonee1se.Thisseemstobeabouttochange,ourJunedatashowingtwo-thirds(66%)ofHongKongMi11ennia1s,near1ydoub1etheproportioninApri1,arep1anningtotrave1inthecomingsixmonths.Thisisdespitepersona1financesbeingapressingissueforMi11ennia1s,whoaremore1ike1ythanothercohortstobecuttingdownonarangeofactivities,fromeatingout1essoftenand1imitingtrave1tode1ayingupgradesandcance11ingsubscriptions.DatafromourFinancia1ServicesSurvey2a1soshowthatabout30%ofHongKongMi11ennia1shaveamortgage,amuchhigherproportionthanothergenerationa1cohorts.Mortgageownershipundoubted1yputsMi11ennia1s'persona1financesunderadditiona1strain.Again,thisneedstobep1acedinthecontextofare1ativeeconomics1owdowninQ.2.Combiningp1easurewithworkW川beapopu1aroptionamongMi11ennia1s,morethanaquarter(27%)c1aimingthiswi11bethereasonfortheirtrave1swithinthenextsixmonths,versus15%amongthegenera1HongKongpopu1ation.Theywi11a1sobemore1ike1ythanothercohortstoshopatduty-freestoresintheirforthcomingtrips:67%vs.58%amonga11trave11ers.SHOPPINGISPARTOFTRAVE11INGShoppingisoftenpartofthetrave1experienceandnear1yha1f(48%)ofthosewhotrave11edinthepastthreemonthsdidshopatduty-freestoresduringtheirtrip.Mi11ennia1swereparticu1ar1yavidshoppers,60%spendingatduty-freestoresduringtheir1asttrip.Thispatternwi111ike1ycontinueasmorethanha1f(58%)ofHongKongerswhointendtotrave1inthenextsixmonthsa1sop1antomakeduty-freepurchasesduringtheirtrips,particu1ar1yMi11ennia1s(68%),whoarea1so1ike1ytoputawiderrangeofproductsintheirshoppingbaskets.Food,spiritsandwine,appare1,and1eathergoodsandaccessoriesarethecategoriesmostfavouredbyHongKongtrave11ersandwi111ike1ycontinuebeingso(seeFigure3).FIGURE3:DUTY-FREESHOPPINGQ70a:Whatdidyoubuyatduty-freeduring帕tripyoutookinthepastthreemonths?/Q71a:Whatareyoup1anningtobuyatduty-freeinthetripyouintendtotakenthenext6months?.Source:IpsosTheNewNonna1surveyJune20231Base:n-237(Q70a),n-371(Q7ia)S£1JoE91xuC-d-6uunpseqo-ndO-puCONC1USIONDespiteadec1ineinconsumersentimentandaneconomics1owdowninQ.2,trave1istakingoffamongHongKongersandMi11ennia1sarebecomingkeydriversofthisdeve1opment.Asmorepeop1etaketripsbeyondHongKong,sborders,trave1retai1standstobenefitandbrandspresentinthischanne1wi11bewisetostrengthentheiroperationswhereHongKongersarem