CONNECTING WITH ASIA CHINA SUMMIT WORKSHOP...CONNECTING WITH ASIA CHINA SUMMIT WORKSHOP ... Nielsen –Outbound Chinese Tourism And Consumption Trends 2017. NUMBER OF ANNUAL OUTBOUND

CONNECTING WITH ASIACHINA SUMMIT WORKSHOP

Topic: Digital Landscape of the Chinese TravellerSpeaker: Marcus Robinson - Group Technology Director of ASAP+

What we’ll cover today

1. The Chinese travellers’ behaviour

2. Digital media consumption of Chinese travellers

3. How you can establish a digital profile in China

PART I: CHINESE FIT DIGITAL BEHAVIORAL TRENDS

1. Hong Kong SAR2. Japan3. Macao SAR4. Thailand5. South Korea6. United States 7. Singapore8. Taiwan9. Australia10. France

24%North America

67.3%Asia

6.9%West Africa

51.1%Hong Kong

Macao and Taiwan

20.4%Australia

37.6%Europe

MOST POPULAR DESTINATIONS OUTSIDE MAINLAND CHINA FOR CHINESE TOURISTS

CHINESE OUTBOUNDTRAVEL OVERALL

Source: Nielsen – Outbound Chinese Tourism And Consumption Trends 2017

NUMBER OF ANNUAL OUTBOUND HOLIDAYS BY TRAVELLER

1 TIME15.99%

2-3 TIMEs41.25%

4-6 TIMEs23.57%

6+ TIMEs19.19%

84%Of Chinese out bound

travelers are likely to travel more than once

Outbound travel is not a one time affair for most Chinese. Those that travel, will go on multiple holidays a year.

Source: China Online Outbound Tour Market Research Report, 2016

HOW MUCH CHINESE PEOPLETRAVEL IN A YEAR?

CHINESE TRAVELER CONSIDERATIONS WHEN CHOOSING A DESTINATION

56%

Uniqueness oftourist attractions

47%

Safety

45%

Ease ofvisa procedures

35%

FriendlinessOf locals

34%

Affordability

Data source: Nielsen Outbound Chinese Tourism and Consumption Trends, 2017

Experience is the #1 priority for Chinese tourists.

Top 5 factors Chinese outbound tourists consider when choosing travel destination

CHINA'S TOURISM INDUSTRY CONTINUES TO CHANGE

Package Travel Semi-independenttravel

Independent Travel Customized Travel

34% 42% 49% 25%

39% prefer customized travel when they travel to Australia / New Zealand

Source: Outbound Chinese Tourism and Consumption Trends_2017

IMPLICATIONS

TRAVEL PURPOSE IS REDEFINED

PART II: CHINESE TRAVELLERS MEDIA CONSUMPTION TREND

Data source: China Netizen Internet Behavior And Motivation Study (IMMS) A15+ / (TA 30-49, Monthly income RMB 10K & above)

08:00 – 09:30 12:00 – 14:00 16:00 – 18:00 18:30 – 23:00 23:30 – 01:30

Constant throughout the day

Weibo

Bicycle

Music

News

Lunch

Camera Online Shop

Travel

Afternoon Tea

News/Trends

Map

Bicycle

Camera

Fitness

Livestream

Video Website

Social

Online Shop

Baidu Ali-Pay WeChtat Didi Dianping

A TYPICAL DAY ON THE CHINESE MOBILE

DIGITAL HABBITS STAY CONSTANT WHILE TRAVELLING

Source: Chinese International Travel Monitor 2017

Taking photo & video

67%

Local navigation

45%

Checking weather

49%

Keep in touch with friends back

home

74%

Local travel info search

57%

Bought local data Sim Card

70%

31%

36%

8%

21%

Use free Wi-Fi at hotel & public places

Subscribe overseas roaming

Subscribe overseas voice roaming

Pay local call overseas

TOP CRUCIAL FACTORS OF INFLUENCING THEIR PLANS

SPOUSE/ PARTNER

ONLINE ACCOMMODATION WEBSITE

FRIENDS

ONLINE TRAVEL GUIDES

ONLINE REVIEW SITES

SOCIAL MEDIA

TRAVEL MAGAZINES/ BROCHURES

PROMOTIONS/ DEALS

TRAVEL AGENTS

SEARCHES USING MOBILE PHONES

FILM/TELEVISION

OTHER RELATIVES/ FAMILY MEMBERS

PARENTS

MEDIA ARTICLES

COLLEAGUES

NEWSPAPERS

BLOGGERS

15%

12%

9%

9%

9%

7%

6%

6%

5%

4%

4%

4%

4%

3%

3%

1%

1%

Source: Chinese International Travel Monitor 2017

Chinese OTA’s dominate the travel booking landscape with individual airline and hotel apps struggling to match consumer needs for convenience.

U.S.

UK

Australia

France

Germany

Russia

China

Brazil

FLIGHT BOOKINGS, OTAS VS AIRLINE APPS/WEBSITES

26%

20%

12%

30%

16%

20%

36%

15%

41%

42%

49%

42%

22%

32%

11%

42%

OTA AIRLINE

OTA’S DOMINATE THE TRAVEL BOOKING LANDSCAPE

Source: Phocuswright: Search, Shop, Buy, The new digital Funnel, 2016

Queensland Page Example on Travel Platform – Ctrip & Mafengwo

Before travel During travel After travel

Make itinerary, book flights, book hotel,check tips, check weather, read news…

Take photos, upload photos on SNS, find restaurants, go shopping, look up translation…

Watch videos, share photos on SNS and itineraries on travel platforms, plan the next

journey…

WHERE DO WE COMMUNICATE WITH OUR TRAVELERS

SOCIAL

TRAVEL PLATFORMS

INFORMATION

Before travel

SOCIAL

TRAVEL PLATFORMS

OTHER

During travel

Take photos, upload photos on SNS, find restaurants, go shopping, look up translation…

After travel

Watch videos, share photos on Social Platforms and itineraries on travel platforms,

plan the next journey…

SOCIAL & TRAVEL PLATFORMS:

IMPLICATIONS

GO BEYOND THE COMMON CHANNELS

ESTABLISH A DIGITAL PROFILE IN CHINA

STEPS TO ESTABLISH A DIGITAL PROFILE IN CHINA

1. Social Media (WeChat & Weibo) Account Setup

2. Review and aware of how your product being promoted and commented on OTA / Travel platforms

Standard Player

Advanced Player

Entry Player 3. Website in Chinese that is hosted in China

4. Regular, strategic posting to WeChat & Weibo

5. KOL & Media investment

6. Digital presence on OTA / travel platforms via partnership

7. China payment method available on owned platforms

CwA Virtual Concierge Program

Voice and chat represent the next major disruption in computingWe believe

CWA VIRTUAL CONCIERGEUSER JOURNEY

Thank you!