Hong Kong-Zhuhai-Macao Bridge (HZMB) Attracts High Quality Visitors to Macao, CSG Research Finds

May 22, 2019 - 13:04
Hong Kong-Zhuhai-Macao Bridge (HZMB) Attracts High Quality Visitors to Macao, CSG Research Finds

  • CSG Research found that visitorsarriving in Macao via the Hong Kong-Zhuhai-Macao Bridge (HZMB), whichhas been open since October 2018, spend over a third more than visitorsarriving through sea ports.
  • Due to the convenience broughtby the new mega-bridge, 78% of these visitors would now plan repeat visitsto Macao. These visitors also intend to stay longer in the future.

HONGKONG,  CHINA- MediaOutReach - May 22nd,2019 - The HongKong-Zhuhai-Macao Bridge (HZMB) is a 55-kilometre bridge-tunnel system whichhas brought Macao closer to Hong Kong than ever and enhanced connectivity inthe Greater Bay Area. The mega-bridge, which has been opened since October 2018,is the world's longest sea crossing. The bridge, according to a recent study byCSG Research, attracts high-spending visitors to Macao. On average thesevisitors spend 32% more in comparison with visitors arriving through sea ports (i.e.Macao and Taipa Ferry Terminals). Shopping is the highest spend sector (+117%),followed by entertainment (+40%).

Dueto the easier access brought by the bridge, 78% of visitors arriving via the HZMBwould revisit Macao. CSG Research advises the local tourism industry to utilizethese insights to forge even better relationships with these valuable guests. Due to CSG's extensive research of travelbehavior in visitors arriving via the HZMB, hotels & resorts can now tailortheir marketing efforts towards these high-yield visitors.

How Do They Spend?

During the research period, visitors who travelled to Macao viathe HZMB have spent 4,280 Macao Pataca (MOP) per head on average, 32% (MOP1,038) more than those who arrived through sea ports. In addition, visitors whoarrived in Macao via the HZMB spent more than double (117%) on shopping, aswell as 40% more on entertainment than those who travelled to Macao through seaports. (Figure 1)

According to the data from Statistics and Census Services, MacaoSAR (DSEC), the total number of people who entered the HZMB daily stands at15,836, bringing the total number of visitors to 1.46 million in the firstquarter, which was 14.1% among all Macao visitors (10.35 million). Thosehigh-spending visitors who travel to Macao via the HZMB could potentiallygenerate MOP 16.4 million in additional revenue. 

HZMB EncouragesRevisits

The study also found that 78% of visitors whotravelled via the bridge expressed their intention to visit Macao more frequentlywhile only 32% who travel through sea ports would like to revisit Macao. Moreover,while 37% of visitors who travelled via HZMB stated that they would stay longerin Macao, only 17% of those who entered Macao through sea ports stated the sameintention. Visitors who would revisit Macao and who would stay longer on theirtrip provide a huge potential for an increased revenue for local tourism,especially for hotels, food and beverage, shopping and entertainment industries(Figure 4 & 5).

Enhanced Customer Satisfaction

Thestudy also researched visitors and their satisfaction with the following 8 resortsin Macao:

  • Venetian;
  • Galaxy;
  • Parisian;
  • Sands Cotai Central;
  • Wynn Palace;
  • City of Dreams;
  • Studio City; and
  • MGM Cotai.

Thestudy found a strong, positive relationship between customer satisfaction and(1) Concierge Services, (2) Variety of Casual Dining and (3) ExcitingEntertainment Options.

Localtourism could utilize these study results to increase visitor engagement andloyalty by tailoring their offerings to the findings. 

HZMB Attracts Larger Groups

Visitorswho entered Macao via HZMB also traveled in larger groups, the study reveals.An average group size of 2.6 persons was recorded, much larger than the 2.2 personsper group of those arriving through sea ports. Furthermore, 38% of visitors whotravelled via the bridge entered Macao in groups of 3 persons or more, comparedwith only 24% of those who travelled through sea ports (Figure 3).

Opportunities for Macao Tourism

Derek Yu,Research Director of CSG, commented, "The HZMB is yet to function to its fullcapacity, as it is presently limited to licensed vehicles only. But official data has already shown that visitors' numbers surgedwith 21% yearly in the first quarter of 2019. From our study, it isestimated that the potential contribution of the bridge to the Macao economy is MOP 16.4 million per day. Therefore, it is meaningfulto study travel behavior of visitors arriving via the bridge and continuously monitorthe impact of the HZMB on Macao. The increasing importance for these high valuevisitors to shop and enjoy entertainment provides opportunities for Macao to establishitself as a destination which offers the best entertainment and world classshopping."

Dereksummarizes the benefits of the HZMB to Macao as follows:

1.      Enhancedconnectivity among cities in the Greater Bay Area. Visitors have a higherintention to revisit Macao because of the convenience of the bridge.

2.      Thebridge draws high-value visitors to Macao who are travelling in larger groupswith more diversified profiles and different travel purposes.

This is a significantopportunity for local tourism to tailor their marketing communication andstrengthen their retail and entertainment offerings to these high-valuevisitors.

About the Survey

Thesurvey was initiated by CSG. The research study aimed at studying Macaovisitors' travel behaviors and their views to eight integrated resorts inMacao.

Data was collected from24 January to 3 February 2019 at the departure gates of Macao, including MacaoFerry Terminal, Taipa Ferry Terminal, Border Gate and HZMB. Target respondentswere tourists who had just finished their trips and were about to leave Macao.The sample size was 604, 402 of them were from Mainland China, 150 of them werefrom Hong Kong and 52 of them were from other countries. The full report isavailable upon request via email: derek.yu@csg-worldwide.com.

About CSG

CSGis one of the leading marketing research firms established in Hong Kong in 1982offering comprehensive research services to clients in diverse industries. CSG isa marketing research pioneer in Greater China. The company has further expandedfrom providing regional to global marketing research services through itsconnection with the Win/Gallup International Network. CSG offers a full rangeof research methodologies and solutions, including innovative tools like facialcoding and eye tracking. In 2013, CSG became a member of the INTAGE Group,which is the leading market research organization in Japan. For moreinformation, please visit https://www.csg-worldwide.com/.