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Understanding the Chinese Tourist <br />Implications for the UAE<br />Alexandra Tohme  2011<br />
Outbound tourism<br />2009 Chinese travellers spent $4bn more OVERSEAS than at home<br />Forecast to rise to $6bn by next ...
The consumer journey<br />Typically, the first trip is to Hong Kong, then perhaps Korea, Thailand, Japan or Malaysia<br />...
The importance of Dubai<br />UAE achieved ADS in September 2009<br />The UAE recently has been one of the hottest destinat...
Some figures<br />2008 – 96,300 Chinese visitors to UAE<br />2009 – 150,000 <br />2010 – 82,000 in first 6 months<br />Chi...
UAE hotels and people targeting Chinese<br />DaraPinke– HR director for Movenpick Hotels and Resorts<br />HagopDoghramadji...
Here and There<br />Dubai Department of Tourism and Commerce Marketing has opened three offices in China in Shanghai, Beij...
The importance of digital<br />The Internet has become the most important medium for the country’s growing number of touri...
Online advertising<br />Online advertising, however, is also having more influence on Chinese travelers than advertising i...
The opportunity<br />Less than 2 % of the total destination media expenditure goes to Internet advertising<br />Every day ...
Nielsen reports<br />Alexandra Tohme  2011<br />
Converging strategies<br />Target Chinese consumers online during “information gathering” mode<br />Enhance with on-site c...
What’s next?<br />Future presentations to highlight case studies<br />Outline of multiple stakeholders<br />Discussion of ...
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Understanding the chinese tourist for UAE

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Brief overview of how businesses can serve the Chinese Consumer in the Middle East, digital marketing implicated

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  1. 1. Understanding the Chinese Tourist <br />Implications for the UAE<br />Alexandra Tohme 2011<br />
  2. 2. Outbound tourism<br />2009 Chinese travellers spent $4bn more OVERSEAS than at home<br />Forecast to rise to $6bn by next year<br />China is now ranked 4th in terms of foreign tourist spending<br />Alexandra Tohme 2011<br />
  3. 3. The consumer journey<br />Typically, the first trip is to Hong Kong, then perhaps Korea, Thailand, Japan or Malaysia<br />Once happy, more trips further afield<br />Luxury purchases abroad are a big part of consumer spending<br />There is status associated with being able to travel overseas and come back with suitcases full of luxury goods<br />Alexandra Tohme 2011<br />
  4. 4. The importance of Dubai<br />UAE achieved ADS in September 2009<br />The UAE recently has been one of the hottest destinations for Chinese people<br /> A five-day trip to the UAE from China costs about 5,000 yuan (Dh2,688) with airfare<br />Alexandra Tohme 2011<br />
  5. 5. Some figures<br />2008 – 96,300 Chinese visitors to UAE<br />2009 – 150,000 <br />2010 – 82,000 in first 6 months<br />Chinese visitors represented 7% of The Monarch Dubai’s total number of guests in 2009, compared with 1% in 2008<br />Alexandra Tohme 2011<br />
  6. 6. UAE hotels and people targeting Chinese<br />DaraPinke– HR director for Movenpick Hotels and Resorts<br />HagopDoghramadjian– GM for Rocco Forte Hotel<br />Arshad Hussain – Director of Sales and Marketing for Fairmont Bab al Bahar, Abu Dhabi<br />Alexandra Tohme 2011<br />
  7. 7. Here and There<br />Dubai Department of Tourism and Commerce Marketing has opened three offices in China in Shanghai, Beijing, and Guangzhou<br />The increasing number of Chinese visitors has prompted the Louis Vuitton boutique at Mall of the Emirates to recruit Chinese staff<br />Alexandra Tohme 2011<br />
  8. 8. The importance of digital<br />The Internet has become the most important medium for the country’s growing number of tourists to plan vacations<br />While most Chinese visit traditional travel websites for research, they are likely to finalize their itineraries via interaction with other netizens on social networking platforms,<br />Alexandra Tohme 2011<br />
  9. 9. Online advertising<br />Online advertising, however, is also having more influence on Chinese travelers than advertising in more traditional mediums, like television and print<br />Almost 70 percent of those surveyed remembered seeing travel ads on the Internet<br />Alexandra Tohme 2011<br />
  10. 10. The opportunity<br />Less than 2 % of the total destination media expenditure goes to Internet advertising<br />Every day the Ctrip online travel forum receives 2 million page views, and the destination exploration channels receive 1.1 million page views<br />Alexandra Tohme 2011<br />
  11. 11. Nielsen reports<br />Alexandra Tohme 2011<br />
  12. 12. Converging strategies<br />Target Chinese consumers online during “information gathering” mode<br />Enhance with on-site comms at Airport and Hotel<br />Deliver Chinese language mobile apps for points of interest and translation<br />Ensure data capture for follow up<br />Alexandra Tohme 2011<br />
  13. 13. What’s next?<br />Future presentations to highlight case studies<br />Outline of multiple stakeholders<br />Discussion of Digital opportunity at Arabnet 2011 <br />Feedback / Questions to alexandratohme@gmail.com<br />Alexandra Tohme 2011<br />
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