The future of the independent travel market in China: corporate, luxury and experiential China outbound tourism will greatly impact the international tourism industry by 2020, accounting for the single largest source of international tourism. Each and every tourism organisation and company needs to formulate a China strategy and prepare the ground work now.

Roy Graff Managing Director, ChinaContact Expertise on China business and culture as well as speaking fluent Chinese. Lived in China's two commercial power houses, Beijing and Shanghai and travelled extensively to China's major cities, forging good personal relationships with key private industry leaders and public officials. Served as China Director of E-commerce for Gullivers Travel Associates, overseeing all aspects of the company's electronic product distribution in China. Planned and executed a high level three-day conference on modern tourism trends titled 'The Future of Travel is Here', co-hosted by Beijing Municipal Tourism Board.

Roy Graff

Managing Director, ChinaContact

Expertise on China business and culture as well as speaking fluent Chinese.

Lived in China's two commercial power houses, Beijing and Shanghai and travelled extensively to China's major cities, forging good personal relationships with key private industry leaders and public officials.

Served as China Director of E-commerce for Gullivers Travel Associates, overseeing all aspects of the company's electronic product distribution in China.

Planned and executed a high level three-day conference on modern tourism trends titled 'The Future of Travel is Here', co-hosted by Beijing Municipal Tourism Board.

Characteristics of Independent Chinese travellers Middle and high income city dwellers White collar range of income: EUR $10k to $25k 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

Characteristics of Independent Chinese travellers

Middle and high income city dwellers

White collar range of income: EUR $10k to $25k

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

Who are they? Who? Small groups on an incentive trip Top executives of multinational companies Top management of Chinese private companies ‘ internationalised’ Chinese Where from ? South China Eastern seaboard North East Western China Sources of Information: Referrals Internet Travel agent Lifestyle magazines

Who are they?

Who?

Small groups on an incentive trip

Top executives of multinational companies

Top management of Chinese private companies

‘ internationalised’ Chinese

Where from ?

South China

Eastern seaboard

North East

Western China

Sources of Information:

Referrals

Internet

Travel agent

Lifestyle magazines

Difference between Group and Independent travel A shift to Independent travel Negative experience Growing affluence Status symbol Better access to information Self confidence Changing attitudes and lifestyle

Difference between Group and Independent travel

A shift to Independent travel

Negative experience

Growing affluence

Status symbol

Better access to information

Self confidence

Changing attitudes and lifestyle

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

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

On-line travel in China Leading brands enhancing trust in online travel booking (Ctrip, eLong) Market not ready for pure online booking model Disjointed banking system and fear of fraud deter online payments Customers want physical presence even from an online operator

On-line travel in China

Leading brands enhancing trust in online travel booking (Ctrip, eLong)

Market not ready for pure online booking model

Disjointed banking system and fear of fraud deter online payments

Customers want physical presence even from an online operator

Sources of information on China independent travel China Travel Industry Blog ChinaContact Tourism Advice Network Online Travel forums (in Chinese)

China Travel Industry Blog

ChinaContact Tourism Advice Network

Online Travel forums (in Chinese)

Contact Us: Roy Graff London, UK Email: info@ccontact.com Tel: +44 20 78719886 Mobile: +44 7821 093199 Consultancy service: market access, marketing strategy, public relations, deal brokering Localisation: tourism marketing materials, websites, press releases Event management: exhibitions, product launches, trade fairs, business trips Representation: China sales and marketing representatives North America: New York Email: usa@ccontact.com South East Asia: Singapore Email: [email_address]

Consultancy service:

market access, marketing strategy, public relations, deal brokering

Localisation:

tourism marketing materials, websites, press releases

Event management:

exhibitions, product launches, trade fairs, business trips

Representation:

China sales and marketing representatives