Study: GBA visitors turn to earned media for travel planning in HK

Earned media (34%) plays a dominant role in the travel and shopping planning for Greater Bay Area (GBA) visitors to Hong Kong, a survey finds.

Conducted by Publicis Media, the “Decoding Greater Bay Area audiences” report aims to dissect the return of GBA travellers to Hong Kong. It is based on a survey of 1,500 GBA participants and interviews with KOLs in the travel, lifestyle, finance, and luxury sectors.

The report cites data from the Hong Kong Tourism Board (HKTB) showing around 22.94 million visitors from China recorded in the first eight months of 2024, a 38.9% year-on-year increase. Notably, 75% of these travellers are from GBA cities, especially Shenzhen, Guangzhou, and Dongguan. Visitor numbers peaked in July and August, with another high period expected at year-end.

According to the report, 29% of respondents said they have travelled to Hong Kong within the past year, while 52% visited more than a year ago. In contrast, 19% have never travelled to Hong Kong. Among respondents, 57% plan to visit once or twice a year, and 19% plan to visit four times or more annually. Meanwhile, 17% said they have no plans to visit Hong Kong.

Moreover, the survey results show that short trips are the norm, with different generations behaving differently. Those aged between 18 and 30 and those aged between 41 and 50 tend to favour day trips, while the "31 to 40" age group prefers trips lasting four to seven days. Macau and Taiwan (35%), SEA (25%), and Japan and Korea (24%) are the strongest alternatives to Hong Kong with different travel bucket lists across generations.

When it comes to reasons for choosing Hong Kong over other APAC destinations, shopping (19%) ranks as the top reason, followed by convenience (16%), theme park entertainment facilities (12%), and cultural experiences (11%).

Regarding sources of travel inspiration before travelling, the report shows that earned media (34%) plays a dominant role in their travel and shopping planning, followed by online travel agencies (OTAs) (16%), personal recommendations (12%), Meituan/Dianping (10%), and search engines (9%). In terms of shopping influences before travelling, 16% of respondents cited social content as a key factor, followed by personal recommendations (14%), online reviews (12%), and KOL seeding (8%).

Additionally, 34% of respondents use WeChat while travelling, followed by Douyin (13%), Xiaohongshu (12%), and Meituan/Dianping (10%).

4 main tourist personas

Based on the survey result, the report has identified four main tourist personas among GBA travellers. Instaculture lovers aged between 18 and 30 are passionate about cultural experiences and social media hotspots, heavily influenced by online content and KOLs, which shape their choices and decisions during the trip.

Foresighted parents aged between 30 and 41 focus on family-oriented entertainment, especially bringing children to experience thematic park and entertainment facilities. Their must-have list is centred around their family needs, mainly high-quality maternity and baby products, with interests in health, and family-oriented goods.

Fun hunters aged between 18 and 23 are adventure-seekers who visit Hong Kong for sports and cultural activities. They tend to make smaller purchases such as local snacks, while also exploring high-end tech and fashion

Last but not least, festive splurgers (aged 30 to 40 years old, mostly female) are high-spending shoppers, especially seeking for Hong Kong’s luxury goods such as jewellry, fashion, and watches.

Full funnel marketing strategy targeting GBA travellers

The report has also advises brands on engaging GBA travellers through a marketing strategy based on the a full funny strategy, which guides consumers from generating interest to travel, planning, booking, and the various stages during their trip.

To better engage GBA travellers, the report recommends that brands identify the most relevant personas to drive their growth. Brands should future-proof their Hong Kong presence by creating content and experiences that appeal to the next generation.

Additionally, understanding the factors that motivate travel can help brands develop a Shopping+ experience that aligns with travelers' other passions and interests. It's also essential for brands to recognise and leverage the role of various platforms throughout the travel journey. Given that personal recommendations are a key influence, brands should strive to establish a place in travelers' "holiday albums" to foster loyalty and advocacy.

Caterina Camerata, strategy and insights lead, Publicis Media Hong Kong, said: "At Publicis, we’re keenly attuned to the vast potential of the booming Greater Bay Area. With the region’s explosive growth and the revitalisation of travel between Mainland China and Hong Kong, we’re committed to staying ahead of the curve. Our report aims to equip our clients with invaluable insights, enabling them to seize emerging opportunities and forge deeper connections with this dynamic audience."

"Our study uncovers three strategies for capturing the GBA traveller market. First, we need to win over the younger generation by positioning Hong Kong as an irresistible destination. Our findings reveal that this group is the least familiar and least inclined to explore, making a 'rebranding Hong Kong' initiative essential to securing our economic future. Second, while shopping remains a cornerstone, it's no longer enough on its own. To maintain our edge, we must enrich shopping with unique and immersive experiences. Lastly, delving into the core motivations, rituals, and desires of our target personas is crucial. This deep understanding enables us to create unforgettable, shareable travel experiences that will entice visitors to return to Hong Kong again and again," she added.

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