Under an initiative called Post Post Pay, qualified Fliggy users can book hotels without a deposit, have a comprehensive wallet-free experience during their stay, and enjoy an express checkout service.
"As payment firms branch out beyond borders, the expanded demographic using digital wallets overseas reflects a natural extension of their 'default' payment habits from home to abroad," said Wang Pengbo, a payment and consumer finance expert at consultancy Analysys. That means businesses without digital apps and mobile payment options in place are likely missing out substantially on tourist dollars, he added.
Easier tax refunds backed by mobile payment tools are just the beginning: Global merchants need to dig out new ways to cater to multifaceted and fast-changing Chinese travelers, who are making the traditional stereotypes obsolete.
Chinese outbound travelers value word-of-mouth opinion via online channels. The younger generation of travelers, typically aged 20 to 24, relies heavily on mobile channels throughout their entire journey, from reading online reviews, planning trips and selecting payment options for discounts.
"Individualists are more likely than any other segment to complete their trip purchase on mobile apps, because their generation uses phones for most of their general purchasing and decision making," said Alex Dichter, a senior partner at McKinsey and lead author of a study on the changing profile of Chinese outbound travelers.
Meanwhile, a report by consultancy Coresight Research said: "Brands and retailers should engage with Chinese tourists online at every stage of their trip, in addition to conventional advertising. Encouraging Chinese tourists to share their experiences at retail outlets is more influential, as it directly reaches new potential customers."
