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

The two cities are advised to understand tourists’ genuine tastes and tailor their offerings to improve experiences and boost consumption, especially as they prepare to welcome about one million tourist arrivals during the mainland’s five-day Labor Day holiday starting Friday.

On Tuesday, the School of Hotel and Tourism Management at the Hong Kong Polytechnic University, together with Think China, a think tank focused on China’s digital development, released a report highlighting new trends in mainland tourists’ spending choices, shopping behaviors, travel modes and decision-making processes during their visits to Hong Kong and Macao.

After analyzing responses from over 3,200 tourists, the study said mainland visitors should be viewed as distinct groups with varied travel goals.

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For instance, overnight visitors tend to drive higher per-trip spending through shopping, dining, accommodation and experiences. Conversely, day-trippers, mainly from the neighboring Guangdong cities, may spend less during a single trip but should be regarded as more frequent consumers.

The study also identified emerging spending trends. In both Hong Kong and Macao, high-income travelers are opting for more affordable 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 PolyU’s School of Hotel and Tourism Management.

Hung said luxury shopping remains a key draw, especially in Hong Kong’s Central, Tsim Sha Tsui and Causeway Bay districts, as well as in Macao’s Cotai Strip. She added that 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 extensive retail networks, established brand trust and mature multistop itineraries can effectively combine sightseeing with shopping and dining experiences.

Meanwhile, Macao’s ecosystem integration — merging gaming, mega events, resorts and retail — can offer more engaging leisure spending experiences.

Hong Kong and Macao are gearing up for the upcoming holiday in May, a traditional peak season for tourism. Hong Kong expects to welcome 980,000 tourist arrivals, 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, expressed optimism about the upcoming travel surge. He said that fuel surcharges on domestic flights have remained stable, and the rise in prices for international flights may prompt some mainland tourists to choose Hong Kong over distant destinations.

Edward Leung Hei, chairman of the Hong Kong Feast and Retreat Association, added that fewer mainland tourists are now booking hotel rooms well in advance, thanks to easier border crossings and enhanced high-speed rail services.

He added that some restaurants in urban areas have already begun hiring more part-time workers to handle an increased holiday workload.

Contact the writer at amberwu@chinadailyhk.com