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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

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

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

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