EternityX

Pillar III: Long-Haul - Premium Growth & the 16-Day Journey Long-haul travel is evolving into a high-value strategic pivot for 2026. 52.8% of surveyed travellers now have long-haul plans, fueled by expanded visa-free policies in countries like New Zealand and Brazil and a significant increase in flight connectivity between China and Europe. Key 2026 Insights for Brands 1. Traveler’s Profile: Led by HNWIs with an Average 16.3-day Trip ➤ Highlight "quiet luxury" themes like niche, tranquil destinations and exclusive escapes. 2. The Barrier: Language Barriers as Major In-trip Shopping Friction ➤ Deploy multilingual digital resources and localized supports. 3. The Strategy: “High-intent Storytelling" & Early Booking Windows ➤ Use narrative-driven content to validate complex itineraries 1–2 months prior to departure. Long-haul is where the highest travel budget lies, but it also requires the most consistent penetration to secure loyalty. Is your brand positioned to capture the long journey? Source: EternityX Report, “Powering 2026: Affluent China Outbound Travel - What Comes Next for Brands”

New Report Launched: China Outbound Travelers Report 2026 is Out Now Our latest research, “Powering 2026: Affluent China Outbound Travel - What Comes Next for Brands”, jointly produced by EternityX and Aurora MoonFox, identifies in-depth how affluent Chinese outbound travelers engage with the world in 2026. Moving beyond general trends, we provide a 360-degree view of the high-value tourism landscape, focusing on the specific digital habits and spending preferences defining the market today. Exclusive Insights We Offer: - Travel Scope: Actionable intelligence on short, medium, and long-haul travel patterns to benefit destinations worldwide. - The High-Value Segment: Dedicated deep-dive analysis of High-Net-Worth Individuals (HNWIs). - Purchase Drivers: New data on trip motivations, accommodation preferences, and the evolving payment landscape. - Touchpoint Strategy: An omnichannel guide from “Dreaming” to “Experiencing”, tracking how travelers interact across platforms at each stage, with tailored strategies rooted in China's tourism context. For global brands, this report represents a key to unlocking the full spectrum of high-value Chinese outbound travel journeys and to build sustainable, data-backed loyalty. Download the full report for actionable strategies!

EternityX's latest insights report has launched: “Golden Week 2025: Strategic Outlook on Chinese Outbound Travel.” Being a “super holiday” with an 8-day official break, Golden Week 2025 stands as the busiest outbound period in recent history. With outbound intention up +40% YoY and international bookings surging 110%, this performance underscores a robust new phase of growth for Chinese outbound travel. The report delivers qualitative and quantitative insights across key dimensions: shifting travel demand and behavior, emerging destination and experience trends, digital influence and spending patterns, along with strategic takeaways and 2026 outlook, equipping you to understand the trends shaping what’s next. Market Highlights: - Demographic Shifts: Gen Z (32%), Silver Travellers (22%), Family (21%) and lower-tier city residents led growth. - Top Destinations: Short-haul markets dominated, but long-haul trips to Europe, the Middle East, and Africa soared. China’s outbound travel is entering a new era of scale and sophistication, powered by freedom, technology, and evolving traveller values. Download full report for data-driven insights and strategies to engage the next wave of Chinese travelers.

Thailand is actively rebuilding its Chinese tourism market, welcoming 200,000 Chinese visitors over two weeks in late summer (Aug 24–Sep 4, Ministry of Tourism and Sports). This is driven by strategic state-led efforts like the "Happy Chinese Summer Channel," an express check-in for families during summer holidays. This action reflects what our CBO Deric Wong shared at IPG's recent event: success requires more than campaigns—it demands cultural understanding, trust, and systemic cooperation. Thailand’s approach is helping restore confidence in a market that once saw 11M annual visits (CNN).

Australia challenges a common assumption: that English-dominant markets mean lower Chinese platform engagement. The opposite is true. Australia's CMUs spend more time on Mainland Chinese apps than on global platforms — and they operate across both ecosystems simultaneously. What makes Australia unique is where this audience sits professionally. They concentrate in sectors where brand advocacy and procurement decisions carry institutional weight — banking, IT, healthcare, higher education. They hold senior roles. And they're bilingual. That means credibility established on Chinese platforms doesn't stay in Chinese media. It propagates into English-language professional and consumer networks — a downstream influence effect we didn't observe to the same degree in other markets. For brands, Australia is where Chinese media investment generates returns across both ecosystems. #EternityX #BeyondBorders #Australia #ChineseMediaUsers #CrossCultural #APAC #DigitalMarketing #ConsumerInsights #APACInfluenceEcosystem #eternityxanz

Thailand has the widest gap in APAC between Chinese consumer purchasing power and sustained brand investment. That gap is a window. Thai CMUs report the highest average income and the highest luxury spend intent across all five markets in our study. Privilige visa programmes attract senior decision-makers and high-net-worth professionals. Chinese-language platforms already dominate daily media consumption. Yet most global premium brands remain structurally absent from the Chinese media channels where this audience discovers, evaluates and decides. Local and Chinese-native brands aren't waiting. They're already building trust, search visibility and repeat purchase in the spaces global brands have left empty. The strategic move is clear: enter early, earn trust before selling, and establish presence before competitive intensity drives up the cost. #EternityX #BeyondBorders #Thailand #ChineseMediaUsers #PremiumConsumers #Douyin #APAC #MarketOpportunity #APACInfluenceEcosystem