Excerpt:
EternityX reveals how China’s September-November “shoulder season”—the travel period between summer peaks and winter holidays—has transformed from an industry afterthought into a $250 billion global opportunity. Our analysis shows 155 million outbound trips projected for next year during these months, marking a 25% year-on-year increase driven by strategic, value-conscious travelers.
With repeat-traveler audiences—FIT, bleisure, cruises, and self-drive segments—now dominating this period, brands targeting these sophisticated communities need to fundamentally reshuffle their strategies beyond traditional peak-season approaches.
Context:
The shoulder season is no longer just a quiet period—it’s a massive growth opportunity attracting discerning Chinese travelers who prioritize authentic experiences over peak-season convenience.
Unlike the frenzied, discount-focused campaigns of Golden Week and summer holidays, shoulder season connects brands with strategic planners seeking premium wellness experiences, sustainable tourism, and curated cultural immersion. These sophisticated travelers are willing to invest in quality during a “value window” with fares up to 32% lower than summer peaks, making this period ideal for building long-term loyalty that extends year-round.
Objective:
To equip travel brands with data-driven strategies for capturing China’s shoulder-season opportunity—transforming this overlooked period into a foundation for authentic engagement and sustained revenue growth with high-value traveler segments.
KEY HIGHLIGHTS
- Gen Z digital explorers booking via social platforms.
- Affluent millennials driving long-haul recovery and wellness travel, seeking Europe and wellness retreats
- FIT travel dominates, with rising demand for self-drive (up 60%), while group tours remain 50% below pre-pandemic levels.
As Founder and CEO of EternityX Marketing Technology, Charlene is a pioneering leader in the digital marketing landscape, dedicated to driving growth and innovation. Her role encompasses overseeing the strategic direction of the company, with a strong emphasis on connecting brands to the Chinese market and enhancing their engagement with diverse audiences. Charlene’s unique expertise in digital business allows her to identify key opportunities and efficiently allocate resources, ensuring that brands not only thrive but also build authentic connections with their target markets.