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How the Chinese Outbound Travel Market is changing
• Who are the new Chinese visitors?
• Effective sales and marketing strategies to attract Chinese
• Which products and services appeal to the Chinese traveller?
• What reliable information sources for this market exist?
2005
Chinese Outbound
Travel Destinations
*Zhang Qing/Byecity.com
2008:
34 million outbound travellers
Market Value:
17 Billion Dollars (?)
Business Paid by company/bureau Predominantly company of
male colleagues Convenience and time Concentrated shopping Appreciate flexibility and
attention to time management
Leisure Self financed Small groups of friends or
family members More flexibility and interest
in attractions Allocate more time for
shopping.
Most high spending still driven by business and delegations
Who? Small groups on an incentive trip Top management of companies and government
bureaus ‘internationalised’ Chinese 4:2:1 (3 generations)
Middle and high income
White collar annual income: USD $25k on average
Established pattern of business trips combined with
leisure holidays
Increased awareness of luxury destinations
Desire to ‘outclass’ others
Prefer convenience and access to range of activities
Where from? South China Eastern seaboard North East Western China
Beijing & Dongbei
Shanghai & Huadong
Guangzhou & Huanan
Xinan & Xibei
Destination Near -> Far Visa access Recommendations Marketing
Most popular destinations for Chinese Reasons: politics, time, cost, cultural affinity, language,
food Top aspirational destinations
Reasons: status, novelty, culture, business needs, shopping
Hong Kong, Macau, Japan, Korea, Thailand, Vietnam, Russia, USA, Singapore, Australia, Malaysia
France, Switzerland, USA, UK, Australia, Germany, Canada, Italy
The ‘traditional’ activities The break with tradition
Political change Change in Attitude Economic advancement Demographic shift
These changes now lead to change in activity types: More family oriented activities Variety of shopping and increased
sophistication Children’s pastimes Cultural emphasis – ‘deep impact’ sightseeing Development of short break holidays in Asia
South East Asia will grow as a market for FIT Taiwan: ‘reverse’ cultural colonialism Thailand/Singapore/Vietnam/Malaysia: golf, sailing, gaming, shopping
(short excursions) Europe will become fashionable (+Weather impact) USA/Canada will become popular (depends on visa procedures) Theme tours to become popular – niche markets emerging.
Language differences in Greater China Lack of confidence in foreign languages Chinese search engines Trust in local presence Customer feels important
Language Information offered in Chinese Website Customer service Keeping in touch
Direct Sales
B2B: The tour operators and travel agents
B2C: travelling public
Internet Marketing
The Great Firewall of China
Hosting packages
Email marketing
Local Represetation
Selecting a local partner
Monitoring performance
Attention to personal details
Understanding cultural sensitivities
Knowing your Hans from your Hui
Knowing of regional differences
Being flexible - adaptable to changes in plan
Chinese language information
Exceeding expectations
China Contact website
www.ccontact.com/resources.htm
China…the future of Travel conference on bilateral tourism with
China
www.future-of-travel.org
China Outbound Project
www.china-outbound.com
China Business Services
www.chinabusinessservices.com
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