A recent study of Chinese mainland visitors’ spending behaviors in Hong Kong and Macao shows that one-size-fits-all marketing strategies are no longer relevant as the demands of southbound tourists have become increasingly diverse.

The research team that produced the study advised the two cities – which are expected to welcome over one million tourist arrivals during the coming Labor Day break – to look into tourists’ real tastes and tailor offerings to improve their experiences and enhance consumption.

On Tuesday, the School of Hotel and Tourism Management (SHTM) of Hong Kong Polytechnic University, together with Think China, a think tank focused on China’s digital development, released a research report on mainland tourists visiting Hong Kong and Macao, revealing new trends in their spending choices, shopping behavior, travel modes and decision-making processes.

After analyzing responses from over 3,200 tourists, the study said mainland visitors should not be profiled as a whole, but considered as a variety of groups with distinct travel goals.

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For instance, visitors who stay overnight drive more per-trip value through shopping, dining, accommodation and experiences, while day-trip visitors, predominantly from the neighboring Guangdong cities, may spend less during a single trip, but should be valued as more regular consumers.

"Mainland visitors should not be treated as a single demand pool," the team said.

The study also found new spending trends. In both Hong Kong and Macao, high-income travelers are downgrading their accommodation choices, staying in a mixture of starred and non-starred hotels, while spending more on activities, said Hung Kam, principal investigator and professor at SHTM.

Hung said luxury shopping remains a key draw, especially in Hong Kong’s Central, Tsim Sha Tsui and Causeway Bay districts and in Macao’s Cotai Strip, while beauty product consumers and family travelers are emerging as strong growth groups.

She said Hong Kong and Macao need different strategies to attract tourists. Hong Kong's citywide retail networks, long-standing brand trust and mature multi-stop trips can effectively combine sightseeing with shopping and restaurants, while Macao’s ecosystem integration, combining gaming, mega events, resorts and the retail sector, can provide more pleasure spending experiences.

Hong Kong and Macao are gearing up for the Labor Day Golden Week lasting from Friday to May 5, a traditional peak season for the tourism sector. Hong Kong expects to welcome 980,000 tourist arrivals during the holiday, a 7 percent increase from last year, with hotel occupancy rates projected to exceed 90 percent.

READ MORE: HK readies for nearly 1m mainland visitors during Labor Day Golden Week

Timothy Chui Ting-pong, executive director of the Hong Kong Tourism Association, told China Daily that he is optimistic about the number of travelers who will come as fuel surcharges on domestic flights have not risen sharply. The surge in prices for international flights may also prompt some mainland tourists to choose Hong Kong instead of travelling further afield, he added.

Edward Leung Hei, chairman of the Hong Kong Feast and Retreat Association, said he has noticed new behavior among mainland tourists in recent years, including fewer booking hotel rooms far in advance, a result of easier border crossings and more high-speed rail services.

He added some restaurants in urban areas have already begun hiring more part-time workers to handle an additional workload during the holiday period.

Contact the writer at amberwu@chinadailyhk.com