How the Chinese Outbound Travel Market is changing Who are the new Chinese visitors? Effective sales and marketing strategies to attract Chinese Which.

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