5 ways to market your hotel to the Chinese

Now that your hotel is Chinese-friendly, what are the key steps to promote yourself to the Chinese? We look at the top 5 ways to market your hotel.

Unlock the power of China’s travel trade

The Chinese travel industry landscape is complicated. More than 27,000 bricks & mortar travel agents hold the key to many of the bookings by first-time overseas holidaymakers, while the two largest Chinese travel websites, CTrip and Qunar, have millions of customers that European websites can only dream of. CTrip’s users alone number more than 250 million. The Chinese spent over US$87 billion online on travel in 2016.

Not only does China have a complex travel industry, but business is based on Guanxi, a Confucian concept of trust, hierarchy, giving and receiving. Guanxi is built over time and the only fast way into successful working relationships with the Chinese travel trade is via an established partner.

Don’t get lost in the Middle Kingdom

2/3 of Chinese planning travel carry out research online, so make sure you can be found. Much has been written about China’s singular digital environment; to get noticed by Chinese holidaymakers you need to have a presence on Weibo and WeChat so that prospective Chinese visitors can find out about your offering. A fantastic presence on Facebook will work in many of your markets, but China isn’t one of them.

Make sure you share compelling content and promotions on social media too. Upgrades and late check-ins are just some of the special offers promoted via WeChat which have been encouraging Chinese travellers to book direct with Mandarin Oriental.

Offer quick and easy online booking in yuan

More than 1 in 5 Chinese travellers say they plan all aspects of trips themselves, so having a bookable website is vital. Design your Chinese website with the audience in mind, using the right tone and focusing on the aspects of your hotel and destination which appeal most to Chinese travellers. Optimise your site for Chinese search terms, and remember that Chinese travel agents will use your site for information too.

Of course, you site needs to be in Mandarin, and Cantonese is a plus. Show prices in yuan and accept China UnionPay. The growing tide of Chinese independent travellers will thank you for it. 

Make it easy to be reviewed

Thanks to China’s collective culture, the Chinese are much more influenced by peer reviews and recommendations than Western travellers. Encourage your Chinese guests to review your hotel on Ctrip and Qunar as well as on travel guide sites such as Qyer and Mafengwo; experiment with signs at the front desk and by asking your Chinese guests for reviews via WeChat. Numbers of reviews help rankings, as do Chinese-friendly facilities such as free Wifi.

Partner with the most influential Key Opinion Leaders

Chinese actress Yao Chen’s wedding in Queenstown, New Zealand was reported more than 2.4 million times on Chinese social media – and that was in 2012. The subsequent tripling of Chinese tourists to the country certainly helped Tourism New Zealand share the actress’ happy day. Partnering with the right KOL, especially when coupled with genuine social media moments via livestreaming, remains a great way to raise awareness of your offering. Destinations from New York to Indonesia are investing in the power of KOLs.

 

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Chinese visits to Royal Museums Greenwich up 74%

Royal Museums Greenwich (RMG) today announced results of its annual international visitor survey, which reveals a 74% increase year-on-year in Chinese visitors.

The figures also show the Chinese taking a larger share of the international market, making up 8.3% of all overseas visitors to RMG in 2016/17, compared to 4.9% in 2015/16.

In recognition of the opportunity presented by the growth in Chinese inbound visitors to the UK, in 2016 RMG developed its international strategy to include a strong focus on China. Specialist travel PR and representation agency, China Travel Outbound, was appointed to design and deliver a programme of work in China to raise the profile of the museums, engage with the travel trade within the groups and FIT markets, and, specifically, to encourage Chinese tourists to extend their stay to visit more than one museum.

Activities have included an audit of each museum’s online profile in China, a series of press releases and interviews with the Chinese press, a tailor-made sales mission to Beijing, attendance at ETOA’s World Bridge Tourism Conference at IPW China in Shanghai, meetings with Chinese tour operators at UK trade shows, and the introduction of Union Pay to the Royal Observatory shop. RMG staff also underwent China Ready Training and the organisation signed up to VisitBritain’s GREAT China Welcome Charter.

Last month, Royal Museums Greenwich, won a Chinese Tourist Welcome Award for Service Quality at ITB China in Shanghai, placing the museums squarely onto the international stage in showcasing best practice in this market. The award was received by China Travel Outbound’s Beijing Director, Vivienne Song, on behalf of RMG.

Travel Trade Sales & Marketing Manager, Royal Museums Greenwich, Amy O’Donovan, is responsible for the Chinese market. She says,

“I am delighted by today’s results. Our Chinese journey is really starting to bear fruit and we have exceeded all our targets. It is a fast-moving and complicated market but, with the help of our agency, China Travel Outbound, we are making significant inroads and hope to see even further growth next year as we implement more of the initiatives we have planned.’

The greatest percentage increases were seen at the National Maritime Museum and the Cutty Sark, where the Chinese visitor figures grew by 247% and 200% respectively year-on-year. Total Chinese visitors across all four museums exceeded 68,000.

Vivienne takes her parents to Chiang Mai and learns Thai Boxing

China Travel Outbound’s Beijing Director, Vivienne, travelled to Thailand last week on holiday. Like a growing number of Chinese 30-somethings, she took her parents with her, and immersed herself in the experiences offered in Chiang Mai. Here she tells us why there’s a huge growth in multi-generational travel and how experiential holidays are important to the Chinese.

I recently journeyed with my parents to Chiang Mai in Thailand where we enjoyed glorious food and weather. I made some interesting observations about Chinese travellers there but first I’d like to explore their changing travelling preferences.

Chinese independent travellers are rising. Group tours and set itineraries are no longer prominent features of travelling. Instead, Chinese millennials especially are growing more confident in planning and booking every aspect of their trips. According to a TripAdvisor survey, 9 in 10 of them do so. And while shopping does still feature highly on Chinese travel itineraries, there is also a growing demand for booking unique and authentic experiences.

Experiential travel is becoming increasingly more attractive to Chinese travellers, especially if we can share our activities on social media. We are getting tired of the same mainstream destinations, Chinese travellers are looking for once-in-a-lifetime experiences; from visiting wineries to polar expeditions, there is nothing the Chinese won’t try. Much evidence has been found for the growth of experiential travel; road trips are expected to grow by a whopping 75% over the next two years, adventure travel by 52% and polar travel by 32%. This makes it clear that, for travel destinations, highlighting local experiences is a high priority.

Multi-generational family travel is gaining momentum…taking advantage of holiday time by travelling with families is becoming more common.

As I did with my parents, multi-generational family travel is also gaining momentum. Young professionals nowadays focus on their careers leaving little to no time being spent with their families. Therefore for many Chinese people, taking advantage of holiday time by travelling with their families is becoming more common. I must also add that my parents’ generation, those born from 1955 to 1965, didn’t have many opportunities for anything – a good education, a good lifestyle, a window to the outside world. And with more and more people making good incomes nowadays, I’m in a position where I am financially capable to show them the world and treat them to experience the same things we did. And, perhaps most importantly, it allows us to give them the opportunity to show off in front of their friends! Lastly, another reason why multi-generational trips are becoming more popular is that they represent a token of our appreciation. Unlike in Western countries, grandparents more commonly look after and help to raise their grandchildren. Therefore, taking our parents on holiday is a way for us to express our gratitude at being there for us to help raise our children.

Taking our parents on holiday is a way for us to express our gratitude at being there for us to help raise our children.

As a result, multi-generational family travel is on the rise. According to ForwardKeys, family travel bookings for up to four people were up 18% in December 2016 compared to the previous year.

This brings me to Chiang Mai.

Whilst there, I was interested in experiencing some of Thailand’s local customs. The first thing I tried was a sweaty, but fun, boxercise class.

I also partook in a Thai cookery course which is where I made some interesting observations. When I first visited Chiang Mai four years ago, I registered for the same course. At that time, there was no Chinese-speaking course and I was the only Chinese tourist in the class.

Four years ago, I was the only Chinese tourist in the class. This time, I was able to sign up to a Chinese-speaking course.

However this time, I was able to sign up to a Chinese-speaking course and, not only that but, there were so many Chinese tourists there that they had to separate us into two groups with about 8 to 10 people per group. The English-speaking course? There was only one group with 8 tourists. This highlights to me how much Chinese travellers have changed and how far travel destinations have come in adapting to the needs of Chinese tourists.

Experiential travel is important to me as there are many things I want to experience and learn. If I visited Europe, there are a number of things I’d want to try. In the UK, I’d be really interested in partaking in a royal etiquette course as well as learning how to organise a traditional English afternoon tea party. With the right marketing and promotion, anything to do with tradition and the country’s history, such as baking classes and horse riding, would be popular with Chinese tourists. If I were to visit France, I’d opt for a cookery course again and, of course, lots of wine tasting, but also some short museum-organised courses about art would be of interest to me. And, most definitely, I’d sign up to a Flamenco dancing course if I travelled to Spain.

 

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A short guide to Chinese KOLs

The rise of the Chinese KOL has been widely documented, but in order to understand how you might use them as part of your marketing tool kit, you should first understand who they are, what they do, how they work, and their potential and pitfalls. We’ve put together a short guide to help and ask whether they are still worth considering or have had their day.

What is a Chinese KOL?

KOLs (standing for Key Opinion Leaders) are influencers; the people who are deemed experts in a specialised field and who can make high profits from it. Due to China’s thriving internet population of 721.4 million users, KOLs are a popular and powerful social media force – they possess strong communications networks due to a large and dedicated online following, the charisma to engage with their fans and in-depth knowledge about their fields. Followers are likely to listen to and emulate their favourite KOLs due to their position as specialists. They are respected and thus have loyal fans. It comes as no surprise then that KOLs are often utilised by brands to market their products, giving the brand easier and endorsed access to a niche audience. They’re often seen promoting and endorsing a brand’s products allowing a communication channel to be opened between a company and a KOL’s legion of loyal followers.

Who are they?

Originating from some of China’s most popular social media platforms, online KOLs are also known as micro-influencers. China’s social media community is vast, especially when 91% of them are also frequent users; from the January 2016 to January 2017 period alone, there was a 20% increase in the number of active Chinese social media users. It’s worth considering then two of China’s biggest social media networks which KOLs most commonly use: Weibo and WeChat. 2016 saw the number of active WeChat users reach 846 million whilst Weibo’s monthly active users reached 261 million. Despite Weibo’s much lower number of active users, a 76% year-on-year increase in user’s interactivity has been noted by the network, meaning Weibo is still a great medium to consider in order to connect with the online community.

KOLs have managed to navigate their way impressively and establish themselves within this community and, thus, are perfect conduits for brands to target specific audiences. They are persuasive and influential individuals who possess the ability to reach masses of people, whether it’s through endorsing a brand through photographs, blogs or videos. And, what’s more, it’s been proven that 50+% of Chinese consumers are loyal to brands that partner with celebrities; for social influencers, such as bloggers, the figure is 46%.

This is not just a Chinese phenomenon of course. British fashion and beauty blogger, Zoella, started her blog in 2009 before launching her now popular YouTube channel which currently has 11.6 million subscribers. She’s now asked to endorse and comment on many brands and products within her specialised area and is able to reach out to many people; she’s even been featured in multiple ‘social media influencer’ lists.

How are brands able to utilise Chinese KOLs?

Brands can utilise Chinese KOLs in many way, including social media exposure, advertising campaigns, and employing them for public appearances. Prices vary and depend on the popularity of the KOL and the type of promotion used but it is fair to say that the sums are not for the fainthearted. Another challenge lies in finding the most appropriate person for your brand. Websites such as the Chinese ParkLU, a ‘KOL broker’, help brands with this problem. The site lists different KOLs, their special areas of expertise and the number of social media followers they have. Brands are able to pay to be linked up with the most appropriate person wherein their products are then endorsed on their social media accounts.

Live-streaming is becoming more popular and KOLs play their part. Chinese video messaging network, Meipai, hosted a Cannes Film Festival live-stream which was sponsored by cosmetics company, L’Oreal Paris. 3.1 million people tuned in and 164 million likes were given. Chinese pop star and actress, Li Yuchun, promoted a L’Oreal lip balm during the stream which sold out only a few hours later, only emphasising the power of a KOL.

The KOL name can also extend to celebrities.  On behalf of our client, Hard Rock Cafe, we invited popular Chinese Rock band, Miserable Faith, to the London restaurant. The band and crew all enjoyed a meal, were given a VIP tour, were given personalised gifts and had many pictures taken. The band posted about their visit to their 369,000 fans, effectively endorsing the Hard Rock Cafe brand.

Keeping it real

The rise of the KOL in China has become so well known that it has brought with it a certain degree of scepticism. In a country where everything can be copied and fake products abound, authenticity is lacking in many aspects of Chinese culture and is thus, highly prized. Fake reviews, or endorsements which are clearly funded masquerades will lack authenticity and will be rejected by an increasingly savvy audience. Whilst celebrity endorsement continues to be hugely powerful, the days of splashing lots of cash at top tier KOLs may be numbered. Better to look for the second tier of bloggers and influencers who may have fewer followers, but are still seen to be keeping it real.

 

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How to attract Chinese tourists to your destination

As Chinese outbound tourists travel further and more frequently, competition to attract these high-spending visitors intensifies. From the China-Australia Tourism Year to Mandarin-speaking wine educators in California’s Napa Valley, sometimes it seems as if every destination, visitor attraction and hotel chain is targeting Chinese tourists.

And yet the number of destinations which truly excel in appealing to the Chinese is small. That means there’s a great opportunity for savvy destinations to sneak ahead of their competitors in the Chinese tourism stakes. There is still time to make your destination Chinese-friendly and to make it known amongst this most valuable of target markets.

Here are China Travel Outbound’s top tips for making your destination appealing to the Chinese.

Make yourself attractive to the Chinese before departure

The average Chinese tourist plans and researches their trip almost 3 months in advance, with 43% consulting travel, shopping and fashion websites and 38% using brand channels on social media. To get in front of this audience, you must have some kind of presence on WeChat and Weibo, indispensable social media platforms for the Chinese. You can do this via your own social media accounts, or by using someone else’s and tapping into their influence and their friends and fans.  The digital space is great for promoting your destination; use rich video showcasing its experiential offer or get the support of a Chinese vlogger or KOL.

Make sure the Chinese travel trade know you are there

The vast majority of  bookings overseas from China are still made via travel agents and tour operators, so even if you are targeting the FITs, you still need the Chinese travel trade to sell your destination. Connect with them through trade shows, via DMCs, trade PR or using the services of an in-market representative. Or, ideally, all of the above.

Welcome your Chinese visitors in Mandarin

You don’t have to undertake extensive cultural training to make your Chinese guests feel welcome. Just learning a few key phrases in Mandarin and understanding frequent requests is useful. All the better if you have fluent Mandarin speakers to say ‘ni hao’ to your Chinese arrivals.

Flights to Las Vegas from Hainan are greeted by bilingual ‘ambassadors’ who welcome travellers and help with directions. Tourism Tasmania has started hiring bilingual guides at its most popular national parks. If your Chinese visitor numbers are still small, signage (when used well) and literature can provide a practical and affordable alternative. When China Southern introduced direct flights between Guangzhou and Adelaide, Adelaide rolled out directional signage in Chinese.

Make it easy for your tourism businesses to be Chinese-friendly

Work with your tourism businesses to create a fully Chinese-friendly destination. Chinese tourism has brought £43m to Scotland over the last 3 years and Edinburgh’s Tourism Action Group offers comprehensive support, advice and training to help its tourism businesses to attract, and welcome, Chinese visitors. Work with your service providers to implement some entry-level Chinese-friendly innovations, such as signage in Mandarin and a simplified, translated menu at restaurants, and build your Chinese offering from there. We offer China Ready Training through our partners at Capela China. One day workshops for up to 10 people can get your business ready to accept and welcome Chinese guests and help you navigate the cultural challenges of working with China.

Rice and the new wave of Chinese food tourism

Chinese restaurants continue to be attractive to Chinese tourists but those offering other cuisines stand a better chance of attracting the new wave of Chinese food tourists if there’s upfront information in Chinese. Offering rice as an accompaniment to any cuisine will make the Chinese feel ‘at home’ too. The big sellers at the seafood restaurants in Brighton we work with are the risottos, the seafood spaghettis, oysters, and the huge, shareable, seafood platters including lobster, crab and other shellfish. Sharing is the norm and, as a rule, hot food trumps cold.

Communal dining is important to the Chinese, and deft cultural touches such as according the highest respect to the oldest person in the party – which might seem counter-intuitive when the most fluent English speaker is younger – is the kind of attention to detail which garners positive reviews on Chinese social media sites.

It’s easier for the Chinese to shop if they can pay

The Chinese don’t use Western credit cards and don’t want to carry large amounts of cash, so try to offer the most popular Chinese payment options: China Union Pay, Alipay and WeChat Wallet. These online payment platforms are ubiquitous in China and savvy overseas destinations and retailers, including Harrods and Body Shop in London, are reaping the rewards of early adoption.

Adapt to changing Chinese tourism trends

It’s not just one big group market. Independent travel is on the rise and self-drive, Airbnb and caravanning are seeing increasing take-up too. Chinese millennials are a force to be reckoned with and this group of digital natives, in particular, are self-assured and confident about making their own travel arrangements.

Make sure your website and destination information is available to the Chinese – and not just in straight translation but in formats, design and wording which meet Chinese needs. Destination websites should also be hosted in Hong Kong or mainland China so they can be viewed in China. Remember that Google is banned in China, so if your website is packed with Google features, such as Google maps, it won’t upload easily in China. These functions need to be stripped out.

Experiential travel is on the up for Chinese tourists, with heritage products and experiences finding favour for their novelty as well as their WOW factor for social media. Some of Washington State’s most popular products are rural experiences including fishing and spending time in nature, and visitors to Japan are shunning shopping in favour of hot springs and sand baths. What authentic heritage experiences and products can you highlight to the Chinese?

Make it easy for the Chinese to recommend you

Make WiFi as widely available as possible so that your Chinese visitors can share their experiences in real time on social media. And make sure you monitor and respond to comments on social media review sites such as Mafengwo and DaoDao. This will give you invaluable insight into what the Chinese like and don’t like about your destination and its hotels, attractions and restaurants.

Lobby for easy access to your country

Make visas easy to buy and widely available in China to individual travellers. Better still, make visas purchasable on arrival, or allow accredited tour companies to process visa applications in advance for group travellers. Precisely this change last year saw South Africa grow its Chinese visitors by +53%.

Introduce a multi-year, multiple entry visa. Australia is trailing a 10-year multiple entry visa for Chinese visitors as part of a package of China-Australia Tourism Year initiatives in 2017.  Don’t get left behind; if it’s difficult for the Chinese to enter your country, lobby your government for easier access. The sheer size of the Chinese tourism opportunity is reason enough for more open entrance policies.

Don’t forget the Chinese who are already here

The Chinese value overseas education highly and, in particular, the USA and the UK. There are over 130,000 Chinese students studying in the UK, all of whom see this experience as an investment in their future and are keen to explore. They also have access to important social networks both in the UK and back home in China. To tap into these networks, China Travel Outbound has launched a new Student VIP Travel programme, making connections with the Presidents of the Chinese Student Societies of the UK’s universities and inviting these important influencers to experience our clients’ products.

Put Chinese-friendliness at the heart of your strategy

Don’t be half-hearted about attracting the Chinese market. It’s the biggest outbound tourism market in the world and it’s growing the fastest too. But you need to invest and be committed to get a return – and it requires special, expert attention from professionals with thorough knowledge of China and its travel market.

The rewards are considerable. By marketing differently to the Chinese, Las Vegas has grown a whole new audience of Chinese millennials not interested in casinos, benefiting other tourist attractions as Chinese visitors spend on dining, shopping and leisure activities instead. High-end Chinese tourists visiting Perth in Western Australia are spending up to AU$10,000 on a week’s luxury travel in the state.

Are you ready to start your journey to attract the Chinese to your destination?

 

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China’s ageing population: a new market for tourism?

1.373 billion. China’s current population – one that is now deemed as ageing. A country that used to have a 43 year average life expectancy now has a 74.7 year average. China clearly must be doing something right, especially with about 30% of the population being over the age of 50. This figure speaks volumes about China’s continuing improvement in a number of areas. First of all, healthcare has improved vastly and that includes people understanding more about the importance of a balanced diet and regular exercise, but also huge improvements in living standards and the quality of life, with more time being put aside for leisure. Considering all these factors, the population of Chinese citizens aged 65+ is predicted to reach 219 million in 2030 which begs the question, how did China get here?

Much of the cause of China’s ageing population lies with the famous one-child policy. Although highly controversial, the policy achieved what it set out to do. But while the growth of the population slowed, China’s gender imbalance worsened. For instance, 2016’s estimate stands at 40 million more males than females – a staggering number. A lot of these extra men could be potential fathers, but how can they be fathers when they can’t find a mate? The solution has been to get rid of the policy but, even now, couples are placing less importance on a big family and are actively choosing to have only one child or none at all. A decreasing number of young people paired with an increasing number of elderly citizens equals the reason for China’s ageing population, which leads to the question:

So what does China’s ageing population mean for outbound tourism?

If people live longer, they have more time for travelling after they’ve retired. If people have fewer children and grandchildren to spend their money on, they have more disposable income to spend on travel. But would older citizens necessarily spend money on travelling?

First off, travelling educates people through new experiences. According to Chinese travel agent, Zhang Nanbeichao, older, well-educated travellers are usually eager and curious to learn new things. In today’s age, senior citizens also have good retirement pensions which they don’t save for the future generations of their family. This may be due to the combination of their children acquiring well-paid jobs and Chinese families getting smaller, resulting in older citizens having more disposable income which may be spent on travelling. And if these figures are anything to go by, they do spend their money on travelling as the willingness to learn new things paired with a higher disposable income has seen the “grey-hair travel” market grow by 50%.

How many people are we talking about? Over 5 million elderly Chinese citizens travel each year. And 47% of them even go long-distance. In a series of interviews conducted with ‘grey-hair travellers’ by Shanghai Daily, it seemed as if the norm for elderly Chinese citizens were two trips during the year – one being long-distance to Europe or America, and the other short-distance to other parts of Asia. The vast number of journeys being made by ‘grey-hair travellers’ brings in tourism revenue of over 10 billion yuan ($1.6 billion) yearly. China’s ageing population do like to spend their money on travelling.

What can travel brands do to market themselves to China’s ageing population?

We need to understand what older clients want. Beautiful and famous places? Of course. Tour package deals? Definitely. Cruises? Yes. Luxury shopping? Yes, but not as much as the millennials. But then, there are also the practicalities. Does cost matter? According to the same series of interviews, cost was actually one of the least important factors when considering when and where to travel. If tourism is seen as an important way for over-60s to improve and enrich their retirement, then really it comes down to whether the destination is suitable for senior citizens; and if not, then services should be adapted in order to cater for them. Especially if seniors are predicted to become the tourism market’s main force, with the president of Ctrip, Fan Min, expecting the number to have grown to 300 million within 10 years.

For Western travel brands, there is huge potential in assessing what an ageing Chinese population needs when travelling so they can tailor their products and services to fit these needs. However, many international tourist destinations have yet to realise this market’s potential. The problem? Many tour packages are unable to proficiently care for elderly travellers, which brings us back to the previous question:

What can destinations, hotels and attractions do to market themselves to China’s ageing population?

The clearest solution… introduce more age-appropriate, tailored services for seniors. But what does that entail? Ctrip places emphasis on shorter journeys and high-rated, senior tour guides who are also qualified to provide emergency assistance. In addition to this, the China Association of Travel Services is also currently working on guidelines that they can issue to tour operators. The rules will include uncluttered schedules, early bedtimes and healthy meals. With the introduction of these guidelines, it should be easier for travel brands to market themselves to China’s ageing population.

Take Iberostar Resorts for example; they offer all-inclusive, adults-only holiday destinations, spacious rooms, gentle recreational activities such as golf, excellent dining and, perhaps most importantly, 24-hour service. Having realised the potential for the ageing market, their resorts are world-class. Granted, these changes aren’t specifically targeted at Chinese senior travellers but with the right targeted promotions there is nothing to stop Iberostar attracting Chinese seniors too. After all, they’re already halfway there. Or perhaps take a leaf from China Odyssey Tours’ book; they’ve been providing tours of China to the elderly since 2005, including a private car and guide, a flexible and relaxing itinerary and a one-on-one travel consultant all at an affordable price. If that’s not good enough, travellers can actually tailor-make their own tours. The result? They are an award-winning tour operator boasting more than 10,000 customers each year.

The ‘grey-hair’ market is clearly growing into a powerful force, so it makes sense to strategise sooner rather than later. 219 million elderly Chinese tourists at your door? Yes please!

 

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How to reach Chinese millennials? Get online.

In last week’s blog, we looked at the habits and demographics of 300 million Chinese millennials. Here, we look more closely at what travel and tourism brands can do to reach them.

It has been said that Chinese millennials “don’t go online, they live online”. Unsurprisingly, this tech-savvy cohort researches travel online, and likes reams of information about destinations, including experiences and where to eat/drink/shop. They like to decide exactly what they want to see and do before they depart, making it vital for destinations, hotels and visitor attractions to promote their offering in China in order to secure a space on millennials’ travel itineraries.

This segment has a research and booking window of 4-6 weeks before departure. WeChat is key: almost half of Chinese millennials get travel information through WeChat moments and 35% from WeChat shares by travel advisors. Weibo is also important. Supported by native advertising, the digital space is extremely well-placed to reach Chinese millennials planning travel. Melia hotels encourage online interaction through beautiful visuals and engaged nearly 1m Chinese travellers via WeChat and Weibo in 2015.

Key Opinion Leaders and public relations

Key Opinion Leaders and tastemakers are extremely influential for this group. From major celebrity partnerships to controversial blogger Papi Jiang for Jaeger LeCoultre and L’Oreal, and China Travel Outbound’s own work to bring Chinese rock group Miserable Faith to the original Hard Rock Cafe in London, gaining the right celebrity endorsement is a chance to bring your product to just the right millennial fan base. The Regency Restaurant in Brighton has benefitted from the endorsement of a Chinese food blogger while The Plough at Cadsden, host to David Cameron and President Xi Jinping in October 2015, has been visited by so many Chinese that it’s now been bought by Chinese investors.

Edinburgh brought 6 influential travel bloggers to Hogmanay in 2015. The resulting content has been viewed over 20 million times in China.

WiFi, websites and live streaming

39% of Chinese millennial travellers say they can’t go 5 minutes without looking at their mobile ‘phone, so mobile-friendly, responsive websites are essential for this demographic. And Chinese websites are not just a matter of translation; they must be structured, designed and written to meet Chinese needs. They also need to be hosted in China and to load speedily.

Live-streaming provides an opportunity for travel products to showcase their highlights. The right live streaming event with an influential Key Opinion Leader (KOL) could provide great cut-through for destinations willing to invest in this market to gain a lead on their rivals.

In destination marketing

Even if you haven’t managed to reach the travelling millennials until they’ve arrived in destination, all is not lost. Geographic targeting via WeChat can put your product in front of tourists adding the final hotels and restaurants to their itineraries. Shopping destinations and luxury brands can promote themselves using QR codes instore too.

130,000 students are already here

And finally, don’t forget the huge opportunity presented by the vast and growing Chinese student population here in the UK. With an estimated 130,000 Chinese students, the UK is one of the most popular choices for overseas study. And these affluent and educated young people want to explore, not just the UK, but the rest of Europe whilst they have this opportunity. Connect to them through WeChat or Weibo, or speak to China Travel Outbound about our connections to the influential Chinese Societies.

To find out more about how to market your destination, visitor attraction or hotel to the Chinese, contact us and we’ll talk you through some options.

 

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How to attract 300 million Chinese millennials

They’ve been called “the most important demographic in the world today”. They make up around 2/3 of Chinese outbound tourists and by 2020, they will number 300 million. This growing force in Chinese outbound tourism is travelling far and spending big – but who are the Chinese millennials and how can you attract them to your destination, hotel or visitor attraction? We look at the characteristics of Chinese millennials, how they plan their travel, and what attracts them.

Who are Chinese millennials?

Chinese millennials are commonly defined as those Chinese born in the 1980s and 1990s, so they range in age from 17 to 37. Thanks to China’s one child policy, they are the beloved focus not just of their parents, but also of two sets of grandparents, whose financial and emotional resources are concentrated on this single child.  By comparison with older generations, Chinese millennials are privileged and indulged. They are also more outward-looking than their parents, and some have studied overseas or at foreign schools in China. Indeed, 74% feel they have more in common with their age group globally than older Chinese.

Money to burn

Some, but not all, Chinese millennials are from wealthy families, and there are two key reasons why they have more ‘money to burn’ than their North American and European counterparts. Firstly, they have no student debt – tuition fees and living expenses are paid for by their families. (Contrast this with the USA where more than 7m student borrowers are already in default). Secondly, many Chinese millennials have no housing costs. Around 90% of Chinese households own their homes, and about 80% do so without mortgages or other loans, partly because Chinese culture takes a dim view of borrowing.

This young, middle-class group are, however, happy to take on non-student debt. Far from saving a portion of their income like their parents, they are China’s first generation whose need for instant gratification is driving them to (short-term) debt. They pay using credit cards and extended credit deals from platforms such as Alibaba and JD.com – and even peer-to-peer loans via WeChat. They are sometimes known as the Moonlight Generation, because their bank accounts are always light at the end of the month. But most know that their parents will bail them out if they need more cash.

Independent travellers seeking authentic and unique experiences

Millennials are in the vanguard of change in the Chinese outbound tourism market. Second generation travellers, they are less interested in the group trip ‘tick box’ tourism of their parents’ generation, and are instead travelling independently and seeking out authentic experiences.

According to a recent Trip Advisor survey, 9 in 10 Chinese millennials had booked their most recent trip in components. More than 3.5 million have used Airbnb outside China. 47% are interested in natural, cultural and historical attractions.

Chinese millennials are more confident about travelling overseas than their parents. They are exploring by train, visiting historic houses, touring the countryside, staying in boutique hotels and buying heritage goods. 100,000 Chinese tourists visited Edinburgh Castle in 2014.

They’re travelling far and wide too; Morocco saw a tripling of Chinese tourists after it removed visa restrictions in 2016. India is rising up the popularity charts, and polar cruises have recently been in vogue.

Shopping, eating and drinking

While Chinese millennials rarely make a choice of destination based on shopping options, they will still include time for shopping in their itinerary. Luxury and heritage goods are a big draw, with Chinese millennial luxury travellers allocating US$34,000 on holiday shopping. Additionally according to research conducted by MasterCard, about 2/3 of Chinese millennials favour Western brands over Asian ones. Therefore, shopping is highly appealing for Chinese millennials visiting Europe.

What do millennials choose to eat when travelling? On the one hand, young Chinese tourists like to try the local cuisines of their chosen destination – being more curious and open-minded than their elders. This is mixed with familiar foods with a traditional Chinese hot pot being highly regarded. However, unlike older Chinese tourists, a buzzing social life means Chinese millennials rarely spend more than one hour dining.

Experiential and luxury travel

Chinese investment of US$40million has been earmarked to build a luxury base camp on Mount Everest, aiming to capture a millennial market which increasingly prizes experiences. Unique or truly unusual experiences are attractive for their scarcity – and even more compelling if they provide great content for WeChat or Weibo. Experiences ranging from underwater hotel rooms and restaurants in the Maldives to short breaks to Iceland have proven popular recently.

And for Chinese millennials, experiential travel does not have to be cheap. WildChina ran a ‘luxury hike’ up Mount Kilimanjaro in 2015. There were 10 customers, 72 porters and 7 chefs.

Trends in Chinese millennial travel

Research for Melia hotels in 2016 found that hotel choice is very important for this segment, with millennials looking for room condition, service, location, high-tech facilities, and design and style in that order when deciding where to stay. Unsurprisingly, speedy Wifi is vital; this group spends 27 hours/week online on average.

Top destinations in 2016 included Seoul, Bangkok, Tokyo, Paris and the Maldives, with London and the UK sprinting up the popularity charts thanks to the favourable exchange rate in the second half of last year. In more familiar destinations, Chinese millennials are discovering new regions and cities driven by a search for novelty, authentic experiences and a desire for compelling content for WeChat and Weibo.

Recent years have even seen the emergence of ‘lung cleansing trips’ as millennials sought fresh air destinations from exotic Thai islands to chilly Iceland to escape China’s noxious smog levels.

The future of Chinese millennial travel

Over half of Chinese millennials plan to holiday for longer periods and spend more money on travel in the future. A recent study by the Singapore Tourist Board estimates that Chinese millennials will soon spend upwards of US$14,000 on travel annually. Luxury millennial tourists already average around US$65,000 on travel annually.

Millennials want their families to share in their international travel experiences too. ‘Family reunion’ and multi-generational trips are on the rise as children want to spend quality time with their families on overseas holidays. Unsurprisingly, these large family groups form very attractive prospects for destinations, hotels and visitor attractions.

Are you ready to attract 300 million Chinese millennials to your destination, visitor attraction or hotel? In next week’s blog, we will discuss some of the best ways to market to them.

 

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Is Chinese New Year 2017 Set to Be the Biggest Ever?

Chinese New Year marks a time for celebration. And also, the time for travelling. To celebrate the holiday, the people of China are given a week off for the Chinese Lunar New Year Golden Week. This year, it runs from 27 January to 2 February. In the UK, our clients are preparing themselves for an influx of very welcome Chinese visitors all important to fill  beds at this off-peak time of year. But how big can we expect Chinese New Year to be this year?

To get an idea, we’ve looked at Chinese visitor numbers of previous years, the changing travel and economic landscape of the UK in recent times, and forecasts for 2017. But let’s start with past years.

2015-2016

2015 was a big year for Chinese visitors to the UK; According to VisitBritain, 270,000 people were welcomed, up by 46% from 2014. Collectively, they spent £586 million that year here in the UK, claiming a spot in the UK’s top 10 inbound markets for spending. It’s no surprise then that, according to travel intelligence company ForwardKeys, the UK ranked 4th place in the list of European destinations for Chinese travellers.

Fast forward to 2016 and Chinese visitors to the UK during Chinese New Year were up again. Not all that surprising since the estimated total number of 2016 Chinese New Year journeys reached a whopping 2.91 billion. Yet 2016 was also characterised by widespread fear of terrorism for much of Europe, resulting in a Europe-wide fall of 7.4% in visitor numbers. Perhaps fuelled by safety concerns around France and Germany, London was up by 7.8% and Manchester by 27%.

Britain’s Travel and Economic Landscape

Why do we think 2017 could be the UK’s biggest ever Chinese New Year? First, if you cut back to this time last year, Brexit seemed highly unlikely. From January to June 2016, the British Pound to Chinese Yuan averaged between 9.3 and 9.4. Now? The Pound to Yuan average is around 8.5. The combination of a weak pound and a large Chinese luxury market surely means that UK shopping has never been more desirable. At least Beiwei 55, a tour operator specialising in the Chinese market to the UK, thinks so. It says the UK is becoming an increasingly affordable destination for Chinese visitors which may be why last year’s summer season saw a 40% increase in Chinese tourist numbers. Cheaper luxury products and the time to buy them are a winning combination, making Golden Week the perfect time for the Chinese to visit the UK.

Not only that but access to Britain has never been easier. Over the past year, the number of direct flights between the two countries has increased. Summer 2017 will see Hainan Airlines service new direct routes to London from Shenzhen, Chengdu, Xi’an, Qingdao and Changsha. This is in addition to their previously launched direct flight from Beijing to Manchester. Ease of travel combined with a cheap holiday destination should encourage Chinese tourists to travel to the UK and send those visitor numbers soaring. Hopefully 2017 will reflect this and be the biggest year for Chinese New Year in the UK yet.

Chinese New Year 2017

Recent studies are showing signs of this already. EChinanews forecasts that the number of total journeys (including domestic) predicted to be made for 2017’s Chinese New Year is 3 billion, a 0.9 billion rise from 2016.

ForwardKeys study also shows positive UK inbound statistics for Chinese New Year 2017. Compared to the same time last year, bookings to Europe are ahead by 68.5% with the UK actually up by 88%. A phenomenal figure! The UK now ranks in 2nd place for Chinese visitors to Europe; a nice 2-place climb from 2015. This week, VisitBritain announced that the number of Chinese visitors in January is up a whopping 80% compared to last January, with bookings focused around the Chinese New Year at the end of the month. As Jo Leslie, VisitBritain, was quoted in the Evening Standard this week, ‘Chinese tourists in London spend twice as long as they do in mainland Europe, spend twice as much money and the numbers are growing at twice the rate.’ London is putting on a huge spectacle with parades, markets and entertainment to celebrate Chinese culture, maintaining its position as one of the most exciting places to celebrate Chinese New Year outside Asia.

With so much going on, in the economy, the market and the fantastic celebrations in London and beyond, Britain can be very optimistic that the Chinese New Year and, indeed, the rest of the Year of the Rooster, will be the biggest yet for Chinese visitors.

 

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How do the Chinese choose holiday destinations?

The Chinese want to eat Chinese, right?

Dim sum, fish and chips or something entirely different – what would a Chinese traveller choose? That might sound like a silly question, but promoting a business efficiently to the rising Chinese outbound travel market requires consideration of Chinese tourists’ preferences and the barriers to sale. Many businesses have already caught on to this, with places like Bicester Village introducing Mandarin guides and signs to take away language barriers that may dishearten travellers. Hilton has introduced the Huanying Program to many of their hotels, which provides Chinese customers with a more personalised stay by including a larger range of traditionally Chinese breakfast options, adding jasmine tea to the guest rooms, and more.

While shopping evidently has a large appeal to Chinese tourists, food and quality meals are also important considerations. When it comes to hospitality, tea and coffee-making facilities rank the highest in importance of what they want in their hotel rooms. A Chinese traveller spends 59% of his/her budget (excluding accommodation) on food. Clearly, food is big business.  To help you market to this, we had a look at some food preferences amongst Chinese tourists.

So, which is it? Dim sum or fish and chips?

Actually, it’s oysters. At least that’s what the Chinese tour operators we hosted recently in Brighton seemed to favour when we took them to The Regency Restaurant. Besides plates and plates of oysters, other popular dishes included lobster, crab salad and mussels. Not only does this imply that seafood has great appeal for a nation with distant coastlines, it also shows a desire to indulge in foods beyond Chinese tradition.

Travellers want to experience the local cuisine for at least one of their daily meals.

Young Chinese tourists do indeed like to try the local cuisines of their chosen travel destination, just as our guests enjoyed seafood in Brighton. In fact, 34% of Chinese travellers prefer “independent hotels with local flavours,” again revealing a desire to try new food. In fact, “travellers want to experience the local cuisine for at least one of their daily meals.” What’s more, trying local cuisine has become proof of a traveller’s unique experiences abroad, as it is deemed “fashionable and desirable” for tourists to indulge in food that differs from that which they are accustomed to in China. Since President Xi Jinping shared a fish and chip supper with David Cameron at the British PM’s local pub, the popularity of this traditional seaside plate has grown exponentially with Chinese visitors to the UK.

Whilst there is a growing interest in trying new foods, there are a few rules which do still ring true for the majority. Hot drinks are more popular, especially in the winter. Our Chinese interns choose a cup of hot rather than cold water for the office drinks round, and hot breakfasts are always chosen by our team when they come to London from Beijing. Dairy products are not widely consumed; when serving tea or coffee, do not add the milk, but offer it on the side. Lamb is another favourite, and spicy flavours go down well, but these don’t have to be Chinese. Indian, Thai and Indonesian food are all popular.

While the desire to try local food is certainly prominent amongst younger Chinese travellers, the duration of a visitor’s stay, and their age, may change this. Those who stay abroad longer often miss the familiarity of Chinese food, and may resort back to it. Although tasting local foods is a praised experience, the comfort of home will often come beckoning. Similarly, travellers over the age of 35 will often prefer familiarity over new experiences, and are more likely to stick to traditional Chinese dishes.

Variety, variety, variety! (And a Mandarin menu might help too).

So what does all this mean? It means variety, and providing Chinese tourists with both local dishes and with a range of Asian-style foods for when they simply want a “taste of home.” If you cater more commonly to youth, then a selection of local dishes will do, but if you have older guests, then remember to include some recognisable dishes.

Another important, practical consideration is accessibility. Looking at a long menu written in English with a huge selection of different dishes (sometimes with ‘clever’ names), can be completely overwhelming. Having a Mandarin menu available is definitely favourable and it may be sensible to select a few dishes to present in Chinese as the ‘dishes most popular with our Chinese guests’. This allows the guest to choose something they know they will enjoy, whilst also saving any risk of losing ‘face’ by ordering a bizarre combination by mistake. It is also important to accept China Union Pay, because Chinese tourists “increasingly wish to use the same payment methods overseas as they do at home.” Essentially, both variety and accessibility are key watch words for marketing your hotel or restaurant to Chinese tourists.

To find out more about how you can appeal to Chinese tourists and their food preferences, contact us now for a no obligation chat. For more news and views on the Chinese tourism scene, please read our other articles or sign up to receive our newsletters.

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