Zhu Hai Lijī Tourism - Research on Demand of High-End Travel Consumers
Company overview
Lijī Tourism Limited was founded in 1981 and is headquartered in Macau. It is one of the long-established and highly experienced travel reception agencies in Macau, renowned for its consistent service quality. The company has long specialized in providing customized tourism and business services, as well as vehicle reception services, for enterprises, institutions, and high-end clients, earning a strong reputation within the Macau tourism reception industry. Leveraging its deep integration of tourism resources across the Greater Bay Area and extensive client service experience, Lijī Tourism continuously expands its service diversity and elevates its business profile, contributing to the sustained enhancement of Macau’s tourism image
Research background
With the rapid development of outbound travel markets, high-net-worth individuals in mainland China are increasingly demanding diversified travel experiences, particularly in terms of travel quality, personalized experiences, and service details. As Lijī Tourism deepens its development of outbound travel products, it urgently needs to understand the authentic travel behaviors and underlying preferences of this core customer group to better drive product innovation and accurately meet client needs. Therefore, CEIDEA Research was commissioned to conduct a specialized study to systematically analyze the travel habits and expected experiences of high-net-worth tourists abroad.
Research scope
In March 2017, CEIDEA Research was engaged by Lijī Tourism Limited to conduct in-depth face-to-face interviews focusing on the outbound travel behaviors of high-net-worth individuals from mainland China. The study specifically explored key aspects such as travel mode selection, itinerary preferences, consumption behaviors, service expectations, and satisfaction levels during overseas trips. By analyzing these behaviors in conjunction with the interviewees’ family structures, professional backgrounds, and cultural orientations, the research provided a detailed profile of this demographic. Special emphasis was placed on identifying pain points and potential preferences among high-net-worth travelers in the areas of independent travel, in-depth tours, customized services, and overseas transportation.
Expected outcomes
The findings clearly outline the typical travel behaviors and core concerns of high-net-worth travelers during overseas trips, enabling a precise definition of the consumption scenarios and product alignment strategies for Lijī Tourism’s primary target audience. The report provides systematic data support and strategic recommendations for the company in areas such as product positioning, service content design, client segmentation, and marketing strategy development. This enables Lijī Tourism to further enhance the precision and added value of its offerings, thereby strengthening its competitive edge in the premium outbound travel market.
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