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COTRI workshop at WTM London 2012

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WTM London Nov. 7th, 2012 …

WTM London Nov. 7th, 2012

Welcoming Chinese Customers:

Niche Markets – Trainings and Quality – Social Media Marketing


Published in: Travel
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  • 1. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE Welcoming Chinese CustomersNiche Markets – Trainings and Quality – Social Media Marketing WTM London Nov. 7th, 2012 www.china-outbound.com
  • 2. CHINA OUTBOUND TOURISM RESEARCH INSTITUTESpeakers:Prof. Dr. Wolfgang Georg Arlt, Director COTRI ChinaOutbound Tourism Research InstituteIan Pack, CEO COTA China Outbound Tourism AcademyAlice Rossetto, Owner Rossetto SolutionsJens Thraenhart, President Dragon Trail www.china-outbound.com
  • 3. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE16.30-16.40 hWelcoming and Introduction16.40-17.00 h Prof. Dr. Arlt:Five Steps to successfully Welcoming Chinese Customers17.00-17.15 h Ian Pack & Alice Rossetto:Online and offline Chinese Tourists Welcoming trainings17.15-17.30 h Jens Thraenhart:Chinese Social Media Marketing and Social Media platforms17.30-18.00 hOpen floor discussion www.china-outbound.com
  • 4. CHINA OUTBOUND TOURISM RESEARCH INSTITUTEProf. Dr. Wolfgang Georg Arlt Five Steps to successfully Welcoming Chinese Customers www.china-outbound.com
  • 5. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE COTRI China Outbound Tourism Research Institute is the worlds leading independent research institute for information, training, quality assessment, research, and consulting relating to the Chinese outbound tourism market.Established: 2004Director: Prof. Dr. Wolfgang Georg ArltHeadquarter: Heide/GermanyChina office: BeijingCOTRI Headquarter Germany COTRI China OfficeFritz-Thiedemann Ring 20 101/2B Gui Gu Liang Cheng25746 Heide, Germany 1 Nong Da Nan RdFax +49 481 8555 121 Beijing 100084, P.R. of ChinaPhone +49 481 8555 523 Phone +86 13 4260 36722info@china-outbound.com china@china-outbound.com www.china-outbound.com
  • 6. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE Prof. Dr. Wolfgang Georg Arlt FRGS Active in P.R. of China since 1978 Former owner of Inbound Tour Operator China -> Europe COTRI founder and director since 2004 Professor for International Tourism Management at West Coast University of Applied Sciences Germany (Heide) Visiting Professor at universities in China and United KingdomFritz-Thiedemann Ring 20 Room 101, Building 2B, Gui Gu Liang25746 Heide / Germany Cheng, No. 1 Nong Da Nan Rd., HaidianPhone +49 481 85 55 523 District, Beijing 100084/P.R. of ChinaFax +49 481 85 55 121 Phone +8613820418485E mail info@chinabound.com E mail china@china-outbound.com www.china-outbound.com
  • 7. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE China – A tale of two countriesHope: Can Chinese Consumers save the world economy?And Gloom: Be very afraid of the China Bubble(Recent TIME Magazine headlines) www.china-outbound.com
  • 8. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE China – A tale of two countries 2012 - A critical year not only in the Maya calendarBo Xilai www.china-outbound.com
  • 9. CHINA OUTBOUND TOURISM RESEARCH INSTITUTESurvey results from Bank of China/Hurun (10/2012):44% of all Chinese with more than one 10 millionRMB (1.25 million Euro) in personal wealth (about onemillion households) are considering emigration.85% of all Chinese with more than one 10 millionRMB in personal wealth are planning to send theirchild to study at a foreign university. www.china-outbound.com
  • 10. CHINA OUTBOUND TOURISM RESEARCH INSTITUTEThe Chinese economy is slowing down – why isChina’s outbound tourism still growing (and willcontinue to do so)? China Outbound Tourism 1995-2011 in million border-crossings Source: COTRI, CNTA, CTA 80.0 70.0 57.4 45.8 47.5 41.0 34.5 28.9 31.0 20.2 16.6 7.1 7.6 8.2 8.4 9.2 10.5 12.1 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Est. www.china-outbound.com
  • 11. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE2011:70.3 million border crossing, 69 billion US$ total spendingNo. 3 source market globally in border crossing, No. 2 inspending2012:COTRI estimate 80+ million border crossings, 85+ billionUS$ total spending (up to June 39 million crossing)App. 3 million Chinese travels within Europe (without Russia)“Golden Week” October 2012: 30% increase travels to Europe www.china-outbound.com
  • 12. CHINA OUTBOUND TOURISM RESEARCH INSTITUTEImpressive growth, but in the past: 90% of the Mainland Chinese travelers stayed within Asia Those who travel further concentrated mainly on the most famous sights in the most famous cities in major destinations Spending concentrated on shopping, not on tourism services Destinations and companies off the beaten track often experienced the much-hyped Chinese tourists a Fata Morgana. With the Second Wave of Chinese Outbound Tourism fuelled by the New Chinese Tourists, this is now changing. www.china-outbound.com
  • 13. CHINA OUTBOUND TOURISM RESEARCH INSTITUTEEnters the NEW CHINESE TOURIST www.china-outbound.com
  • 14. CHINA OUTBOUND TOURISM RESEARCH INSTITUTEMore self-organized travelers from China areslowing down and spreading further afield.Increasingly travel-savvy and globally connected,below 45 years and green, the New Chinese Touristare arriving in special locations, doing special thingsand are staying for more than just a snapshot.Niche products for the first time get a chance toprofit from Chinese customers – and even smallniches in China mean big numbers. www.china-outbound.com
  • 15. CHINA OUTBOUND TOURISM RESEARCH INSTITUTENew Chinese Tourists - where do they come from? 15 years experience since the official start of outbound leisure tourism from China More than 1.5 million Chinese have studied outside China since 1978; most of them went back More than 1 million persons in China enjoy a personal wealth of more than ten million RMB (1.6 million US$); average age of Chinese millionaire: 39 y China is the global no. 1 internet user country www.china-outbound.com
  • 16. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE“Self-organized” travellers are not be confused with“individual” travellers in the western sense.More experience and language skills still lead to“half-organized” trips with tour operators providing visa, air trip and maybe a few hotel bookings.New Chinese Tourists are still Chinese: They are stillhappy to see signage and other information in Chineseas a sign of respect for their country, they will still relymainly on peer group information from other Chinesetravellers, they will still travel, especially outside Asia,for prestige and education, not for holidays. www.china-outbound.com
  • 17. CHINA OUTBOUND TOURISM RESEARCH INSTITUTETravelling long distance means for Chineseoutbound travellers first of all: Investmentin- Personal prestige- Social capital- Learning- Business opportunities- Real Estate / companies- Soft power www.china-outbound.com
  • 18. CHINA OUTBOUND TOURISM RESEARCH INSTITUTEThe low price, low quality Chinese package outboundtourism will suffer from the pending economic crashin China, annual growth rates in terms of number ofpersons travelling may fall below the 20% mark.But the New Chinese Tourists will continue to goabroad, as the motives for international travel –prestige, networking, distinction – will stay the same.New Chinese Tourists provide new opportunities tonew destinations, but require adapted products andthe usage of relevant marketing channels. www.china-outbound.com
  • 19. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE How to attract the New Chinese Tourists?Five steps to successful offers in the Chinese market1. Understanding the specific demands of Chinese customers2. Training staff online and offline3. Gaining visibility through China-specific quality labels for service providers and destinations4. Developing successful niche products5. Creating a prestigious brand through social media marketing www.china-outbound.com
  • 20. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE How to attract the New Chinese Tourists?Five steps to successful offers in the Chinese market1. Understanding the specific demands and behaviour of different segments of the Chinese consumer market for international tourism • Not confusing the demands of travellers to Hong Kong, Macao and Taiwan with the demands of trans- continental travellers Market Research • Not confusing the demands of mass-tourism package tourists with the demands of “New Chinese Customers” • Using Online and offline customised interviews and questionnaires and dedicated Focus groups • Not confusing former demand with current demand www.china-outbound.com
  • 21. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE How to attract the New Chinese Tourists?Five steps to successful offers in the Chinese market2. Training staff online and offline www.china-outbound.com
  • 22. CHINA OUTBOUND TOURISM RESEARCH INSTITUTETraining and Quality Chinese Tourists Welcoming City Label Chinese Tourists Welcoming Quality Label Chinese Tourists Welcoming Training Programme Are You Ready For Chinese International Travellers?CTW Chinese Tourists Welcoming www.china-outbound.com
  • 23. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE How to attract the New Chinese Tourists?Five steps to successful offers in the Chinese market3. Gaining visibility through China-specific quality labels for service providers and destinations www.china-outbound.com
  • 24. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE www.china-outbound.com
  • 25. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE www.china-outbound.com
  • 26. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE How to attract the New Chinese Tourists?4. Developingsuccessfulniche products www.china-outbound.com
  • 27. CHINA OUTBOUND TOURISM RESEARCH INSTITUTE How to attract the New Chinese Tourists?Five steps to successful offers in the Chinese market5. Gaining visibility through China-specific quality labels for service providers and destinations www.china-outbound.com
  • 28. CHINA OUTBOUND TOURISM RESEARCH INSTITUTEMore informationon the newlyrelaunchedCOTRI websitewww.china-outbound.com www.china-outbound.com
  • 29. CHINA OUTBOUND TOURISM RESEARCH INSTITUTEThank you for you attention – looking forwardto your questions and comments during the discussion!Contact: arlt@china-outbound.comwww.china-outbound.comwww.chinatraveltrends.comMEET COTRI AT WTM LONDON: Stand AS95 www.china-outbound.com

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