Markets
Market insights snapshot - Hong Kong
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the Hong Kong market.
Market trends
- Hong Kong consumers focus on value, quality over sticker price. One in three Hong Kong shoppers say they’ve switched to more premium brands or spent more on high quality products. Reliability and trustworthiness are among the top three reasons why consumer choose to purchase a store.
- Staff shortage is common to most industry and caused Cathay Pacific cancelled flights over Christmas as CX experienced higher than anticipated pilot absence caused by seasonal illness on certain days in December.
- In Feb-24, there were a total of 76 flights per week. Direct services to Sydney, Melbourne, Brisbane and Perth by Cathay Pacific Airlines and Sydney and Melbourne by Qantas Airways. Travel Trade partners used Singapore Airlines, Fiji Airways and Royal Brunei Airways for their group series.
Buyer snapshot
- This year two luxe buyers will be first time attendees to ATE, both Charlotte Travel and Jebsen Travel / Jebsen Holiday are also Virtuoso members.
- Greenice Tours Kenny Tsang is first time ATE buyer and focus on golf tour, keen to develop Australia golf package promotion in Hong Kong and Shenzhen.
- There will be 14 organisations 16 buyers plus 1 Platinum buyer attending ATE from Hong Kong.
Consumer trends
- As per latest CDP finding, five in ten Hong Kong out of region travellers are High Yield Travellers, with a good spread in terms of gender, age and life stages.
- Travellers from Hong Kong have a strong desire to holiday to Japan, followed less closely by Australia.
- When looking at the competitive set for Australia, Australia performs in the middle with the third highest awareness, consideration and active planning behind Japan and Taiwan.
- When looking at where to travel the factors of greatest importance are safety/security, value for money and good food/wine. Approximately half of Hong Kong out of region travellers are aware of Australia as a holiday destination, with roughly two in five considering travelling to Australia within the next 4 years. Australia is strongly associated with world class beaches/coastlines/marine wildlife, having different and interesting wildlife and beautiful natural environments.
- Unprompted Sydney and its sites (including the Opera Hose and Harbour Bridge) top the list for desirability for travellers from Hong Kong, followed by Melbourne.
- When prompted, Sydney is the Australian destination most travellers from Hong Kong are aware of, consider and are actively planning to visit.
- The Gold Coast is second in terms of awareness, consideration, and active planning. Both Sydney and Melbourne are associated with a vibrant city lifestyle, being family friendly and having good food and wine/beverages.
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