Opened in October 2018, the HZMB is a 55-kilometre bridge-tunnel system which has brought Macao closer to Hong Kong than ever and enhanced connectivity in the Greater Bay Area.
Hong Kong – Marketing research firm CSG has released a research which finds that the Hong Kong-Zhuhai-Macao Bridge (HZMB) is attracting high-spending visitors to Macao.
According to the study, visitors arriving via the bridge spend 32% more in comparison with visitors arriving through sea ports, such as Macao and Taipa Ferry Terminals, with shopping being the highest spend sector (+117%), followed by entertainment (+40%). Due to the easier access brought by the bridge, 78% of visitors arriving via the HZMB would revisit Macao, the research said.
Opened in October 2018, the HZMB is a 55-kilometre bridge-tunnel system which has brought Macao closer to Hong Kong than ever and enhanced connectivity in the Greater Bay Area. Comprising the 12km Hong Kong Link Road, 29.6km Main Bridge and 13.4km Zhuhai Link Road, is the longest bridge-cum-tunnel sea crossing in the world.
The HZMB is yet to function to its full capacity, as it is presently limited to licensed vehicles only, but official data has already shown that visitors' numbers surged with 21% yearly in the first quarter of 2019, according to Derek Yu, Research Director of CSG.
Derek said: “From our study, it is estimated that the potential contribution of the bridge to the Macao economy is MOP 16.4 million per day. Therefore, it is meaningful to study travel behavior of visitors arriving via the bridge and continuously monitor the impact of the HZMB on Macao.
“The increasing importance for these high value visitors to shop and enjoy entertainment provides opportunities for Macao to establish itself as a destination which offers the best entertainment and world class shopping."
Initiated by CSG, the study was aimed at studying Macao visitors' travel behaviors and their views to eight integrated resorts in Macao. Data was collected from 24 January to 3 February 2019 at the departure gates of Macao, including Macao Ferry Terminal, Taipa Ferry Terminal, Border Gate and HZMB. Target respondents were 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 were from Hong Kong and 52 of them were from other countries.
How do they spend?
During the research period, visitors who travelled to Macao via the HZMB have spent 4,280 Macao Pataca (MOP) per head on average, 32% (MOP 1,038) more than those who arrived through sea ports. In addition, visitors who arrived in Macao via the HZMB spent more than double (117%) on shopping, as well as 40% more on entertainment than those who travelled to Macao through sea ports.
According to the data from Statistics and Census Services, Macao SAR, the total number of people who entered the HZMB daily stands at 15,836, bringing the total number of visitors to 1.46 million in the first quarter, which was 14.1% among all Macao visitors (10.35 million). Those high-spending visitors who travel to Macao via the HZMB could potentially generate MOP 16.4 million in additional revenue.
HZMB encourages revisits
The study also found that 78% of visitors who travelled via the bridge expressed their intention to visit Macao more frequently while 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 longer in Macao, only 17% of those who entered Macao through sea ports stated the same intention.
Visitors who would revisit Macao and who would stay longer on their trip provide a huge potential for an increased revenue for local tourism, especially for hotels, food and beverage, shopping and entertainment industries.
Enhanced customer satisfaction
The study also researched visitors and their satisfaction with the following 8 resorts in Macao: Venetian; Galaxy; Parisian; Sands Cotai Central; Wynn Palace; City of Dreams; Studio City; and MGM Cotai.
The study found a strong, positive relationship between customer satisfaction and concierge services, variety of casual dining and exciting entertainment options. Local tourism could utilize these study results to increase visitor engagement and loyalty by tailoring their offerings to the findings, CSG suggested.
HZMB attracts larger groups
Visitors who 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 persons per group of those arriving through sea ports. Furthermore, 38% of visitors who travelled via the bridge entered Macao in groups of 3 persons or more, compared with only 24% of those who travelled through sea ports.