Bahamas- China Tourism Marketing Outlook

7/23/2019 Bahamas- China Tourism Marketing Outlook

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The Island of The Bahamas High Net WorthIndividuals (HNWI) Positioning Strategy

Presented by: Matthe !rnett

"u#ury $estination Travel

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We %rovide %ersonal &IP travel to lu#ury destination all over the orld'"$T is an organiation of the to% travel agenies and travel %rovider*urrently boasting +,- agenies from more than +. ities in /hina'

0ltimately* "$T allos high net orth individuals to realie their traveldreams aess e#lusive amenities* %ro%erties* and e#%erienes'

/reating one1in1a1lifetime travel begins ith the relationshi% beteenus and our lients' We have or2ed ith !merian e#%ress bla2 andseveral ma3or ealth lubs in /hina'

We ant to hel% ma2e The Bahamas beome the dream %innale

destination in the minds of /hinese lu#ury travelers' 4or the /hinamar2et e believe that the thirst for the best in the orld has 3ustbegan' If The Bahamas ma2es the right hoie in %ositioning itself* theyan rea% the inremental bene5st for the foreseeable future'

We ho%e that e an guide the Bahamas through this nihe mar2et of

/hinese "u#ury travelers'

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6ey /ities to Build ! PresenesPrimary: Bei3ing1 Shanghai1 Hong 6ong1 7uanghou1 /hengdu1Shenhen

Seondary: Harbin1/hanghun1Shenyang1Tian3in18ian1 Nan3ing1 Wu#i1Suhou1Hanghou1/hong9ing1Ningbo

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By .--* outbound tri%s ill aountfor about ;-< of /hina=s total mar2et

value (u% from -< in .-+.)* and/hinese travelers ill be s%endingabout >?-- billion on these tri%s' !s itis today* most of this travel ill be forleisure'

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We %redit thatBahamas is %oisedfor huge groth but

it has to beharnessed'

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With steady outbound groth to the 0SThe Bahamas has a diret o%%ortunityto attrat add on tourist'

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Bahamas /hina - day &isa 4ree !greement %rovides2ey advantages'

Prime Minister Perry /hristie @ President 8i Ain%ing

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Direct Flight

/Bahamas

/China 0S/anada

&isa

US Canada

4oused routes

!lthough Bahamas is visa1free for /hina* there is no diret Cight from /hina toThe Bahamas' Dur %lan is to %romote the Bahamas routes together ith0S/anada' Ma2ing uni9ue %a2ages for ultural* edding1 honey moon*

sho%%ing route to %romote The Bahamas'

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/hina Travel distribution /hannels E We ill fous our%ositioning aordingly

Boo2ing hannel trends:More travelers are boo2ingtheir hotel either on theeb or via mobile a%%s*either diretly ith thehotel or via an online travelom%any'

$isover Travel has built auni9ue relationshi% iththe to% ne mediahannels both online andmobile to reah andinCuene travelers'

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0 d t di /hi T l F t ti

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0nderstanding /hinese Travelers: F#%etations

$oes the Bahamasmeet the mar2 G

We %rovide solutions

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/a%turing residual mar2eting @ brand endorsementby real traveler through soial media

< of /hinese travelersaged under J share theirtri% %hotos via soial media' 1

Individual travelers: ,,,+10S>.;L) a day ith afurther ., %er ent using beteen .*--+ KMB and J*--- KMB (0S>.;10S>,+-L)

/hinese travelerssay that theyty%ially s%end

beteen one toto ee2s(J+ %er ent) aayWhen travelinginternationally

/hinese Travelers Pro5le/hinese travelers %ea2 season 4ebruary at the time of the S%ring 4estival (/hineseNe ear) and around the "abor $ay holiday in May' Dther %o%ular months are !%ril *

Auly and Dtober'

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Dur Nihe Mar2et: /hinese "u#ury Travelers/hinese families strongly a%%reiate hen hotels oer a lu#ury e#%eriene that inludesgreat hildare' Being friendly and staying u%1to1date ith all the hotel and surroundingloation have to oer are im%ortant to delight guests' High demand for %ersonaliedtravel

These lu#ury travelers are illing to %ay more for a higher 9uality of servieand ustomied level of uni9ue traveling e#%eriene E de5nitely a small butvery im%ortant segment for the travel setor to %ay s%eial attention to'

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Ho big is the /hinese lu#ury travel mar2et GTourism is the number one leisure %ursuit of /hinese ealthiest T"$

What do /hinese lu#ury travelers %refer G

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What do /hinese lu#ury travelers %refer G

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Ho e reah our target mar2et (HNWI)Internet* ord of mouth and magaines 2ey to inCuening the mega rih

/hinese lu#ury travelers use the internet on average L'. days a ee2* and use other mediaa%%ro#imately 1;days! ee2' ,< brose the internet and +@ read magaines

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Ho e reah our target mar2et (HNWI)

Dther than SMS and alling* the number of HNWIs ho use their %hones to email is u% toover J-


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Ho do HNWI ma2e their lu#ury travel hoies GThe Internet and magaines are the most utilied media hannels for see2ing out travel

information'L-< HNWIs ill ma2e the deision themselves * boo2ings are often made by the HNWI and logistis

oftenthrough a third %arty'

!lthough s%ring festival and the Dtober holiday are still %o%ular %eriods* there is not one %artiular

time hen/hinese HNWIs do most their traveling* rather they tend to stagger their tri%s in order to avoid %ea2%eriods'

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Dur "oal Partners @ tour %a2age fouses T"$

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What does The Bahamas have to oer for gifting G7ifting is one reason driving /hinese HNWIs= travel sho%%ing'

"oal alohol * tobao* 3eelry * Bahamian designer brands and Bahamian hand made rafts'T"$


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0ni9ue D%%ortunities for The BahamasGCapturing the Chinese Super Tourist

The .- su%er tourists surveyed have traveled on average .. times* on eah oasion visiting . E.'J ountries' Dn average* eah su%er tourist has visited ;- ountries' In .-+* su%er touriststraveled abroad four times on average* over a total of L travel days* about half of hih ere fortravel* and ..< for business tri%s' The su%er tourists traveled abroad for +, days on average* ithaverage s%ending of 0S>+J-*---' Some J< of these su%er tourists have island resort e#%eriene'

It an be seen that the su%er tourists tend to e#%eriene the %roess of travel* rather than 3ust gosho%%ing* dining or visiting landmar2 tourist s%ots' The future tourist destinations ill beomebroader* dee%er and more sattered'T"$

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4or dream travel e#%erienes* nearly half of the /hinesesu%er tourists hoose natural adventure' We an %ut the

Bahamas on the radar

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7rou% @ 4IT Pa2ages

F#%lorer E +. days L Islands the ultimate e#%erienes of the Island ofThe Bahamas' 4olloing the ma% of 7eneral heng He and /hristo%her/olumbus and disover hat they found so s%eial about theBahamas' &isit Nassau1 Bimini1 !ndros1 !baos1 FleutheraHarbourIsland and F#umas'

7olf1 , days , 7olf /ourses %lay on the most beautiful aard inningourse li2e the elebrities and %ros do' Starting ith Tiger oods%ersonal ourse in !lbany Nassau1 Dne@Dnly Paradise Island1Ba2er=sBay !bao1 Windling Bay !bao1 Sandals Fmerald 7reat F#uma1 TheBahamas averages seven hours of om%letely sunny s2ies %er day* andrain seldom lasts for longer than it ta2es to get under over 1 even

during the rainy season' 7olfers from around the orld %lay here* ith%ros %laying in orld1lass tournaments' There is no season to limit%lay here* 3ust year1round blue s2ies and arm eather' Beautifulsettings abound* framing tee bo#es and fairays ith %iture1%ostardba2dro%s for your best shot'

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Best Beah Island tour1 %ersonalied &IP tri%s enom%assing

the to% %ro%erties around the Bahamas for e#am%le: 6amalame/ay1 "ittle Whale /ay1 Musha /ay1 Star Island E indigo island EThe ove Fleuthra1 Pin2 Sands Harbour Island'

WeddingHoneymoon1 , days inluding bouti9ue symboli eddingith loal ustoms at a J star %ro%erty' Metiulous attention toevery detail to reate an unforgettable oasion' ! dediatededding %lanner ill ma2e all the arrangements aording toagreed s%ei5 instrution' /atering to a range of styles andbudgets* %ersonalied edding %a2ages oer fabulous hoies'

Whether e#hanging vos on the hite sand beah or a %rivateisland* hosting intimate outdoor dinners or memorable ree%tionsith sum%tuous Bahamian food' Having a honeymoon in theBahamas ill be a dream ome true' The Bahamas has theultimate honeymoon loations ith lu#urious aommodations andthe best land and aters%orts 1 from golf to suba* and an array of

to% gourmet dining o%tions'

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6ey "oal %artner

"FN7 !* the founder of Shanghai 0N"& Fnter%rise Servies /om%any (SHVIP)* has foused on tourbusiness for + years and intended to devote her life to tour areer' The om%any as established onDt* .--J in Shanghai' We %rovide the standard tour %roduts inluding routes* visas* insuranes andaommodations via online ebsites and %rovide tailor made tour %a2ages via oQine meeting andsalon' We are ommitted to build ourselves as the + stfully travel servie %rovider in /hina (D.D onlinefree routes and tailor made tour)' Through our urrent travel servies* e also ould li2e to bring morevalue1added life bene5ts to our ustomers'

Kegistered travel agent in .--J (Permit No' "1SH1--,)

"isted in Shanghai F9uity F#hange enter on Se%'.L*.-+

Subsidiary: unun International Traval /o'*"td is 7rade ! travel agent in Shanghai

Sales ran2ing No'L on ebsite RTaobao'om* one of famous B./ ebsite

!umulating millions of %otential ustomers via online @ oQine in last , years

Taobao ran2ing No'+ in .-+- Shanghai F#%o* reeiving - thousand travellersMember of /hong9ing /hamber of /ommere (Shanghai)

ear .-+-: World F8PD in SH +,-days* total ,-*---%ersons

ear .-++: F1ti2ets for seni s%ots: -*---%ersons

ear .-+.: &isas: +,-*---%ersons in L months

ear .-+: +,-*---%ersons

ear .-+;: .,-*---%ersons

Travel Inome: .-+.* ,'JmillionO .-+* .-millionO ear .-+;* J-1,-million

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Soo% of Business

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Key Business model

B2C/B2B

OTA

Bring morecustomers

O2O

Enhance user

experience

Tailor-made Trael

!alue-added serices

Cultural tourism

Brand "romotion

Soo% of Business

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Tailor Made Travel /lients

Tailor Made: Travel is a ustomied %rodut s%eially designed based on ourustomers re9uests' That is to say* it is based on lients demand and %referene'What e do is to ta2e full advantages in the 5eld and use all our tour resoures to

ensure our lients get a high 9uality travel servie'

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Bahamas- China Tourism Marketing Outlook

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