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1、1MANYTHANKSTOKEYCONTRIBUTORS:GabrielleKong,ConvergencePlanningDirector,CaratEmilyLi,AssociateInsightsDirector,CaratPinkLiu,ManagementTrainee,CaratJiayueLiang,AssociateCorporateDevelopmentManagerYingChen,SeniorMarketingSpecialist,AmnetRitaCheng,ProductManager,AmnetCONTENTSCONTENTS1.INTRODU
2、CTIONPage42.DIGITALFIRST,PLATFORMNATIVEPage53.DEFININGMILLENIALPage6I.AdventurousInfluencersII.FollowersofFashionIII.CulturallyCurious4.WELCOMETOTHEAGEOFEXPERIENCEPage125.THERESEARCHJOURNEYPage146.SOURCESOFINSPIRATIONPage157.PLANNINGTHEADVENTUREPage188.SUMMARYPage233INTRODUCTIONWHERENEXT?
3、WHAT’SINFLUENCINGCHINESEMILLENNIALTRAVELLERS…PhotobyAnnieSprattonUnsplashChinesemillennialtravellersarefuellingIt’stimetoputthestereotypesofthethegrowthofglobaltourismastheyseekpasttobed.Thebigtourgroupsnewandfreshexperiences.Butwhatfollowingtheredumbrella?15minutesinfluenceswheretheywant
4、togo?Andtosnapthesite,takeaselfieandthenhowdotheyplantheirnextadventure?backonthebus?TheselfieisprobablyCarat,AMNETandSHDXhaveworkedheretostaybuttheshapeoftravelistogethertotakeadeeperlookatthechangingandit’sbeingdrivenbyjourneytakenbythisgrowinggroupofconnectedmillennialtravellers.afflue
5、ntandinformedconsumers.AccordingtotheChinaNationalTourismAdministration,Q12017sawa36%increasefromthisgroupwith62millionoutboundvisits.Andtheyareavaluableprize,in2016Chinesetravellersspentover$109.8billiononoutboundtravel.4DIGITALFIRST,PLATFORMNATIVEDIGITALFIRST,PLATFORMNATIVEPhotobySuhyeo
6、nChoionUnsplash95%ofChina‘sinternetusersusemobileCaratworkedwiththemtobuildandtoconnectonline,spending2¼hourstrackapoolofChineseMillennialeverydayontheirphones,forthefirstTravellers(CMTs).Overthecourseof2timetheequaltotheirtimewatchingmonthswefollowed8,461,247CMTtelevision(CCS).Withthisin
7、mind,tousersastheynavigatedacrosstravel-trulyunderstandwhat’sdrivingtheirrelatedsitesorwithinappsastheytravelplans,weneededtoharnessthesearchedfortravel,travelreservations,powerofrealtime,realpersondata.touristattractionsandtickets.ShanghaiDataExchange(SHDX)isChina’
