Roy Graff Managing Director ChinaContact www.chinacontact.org China case study

Gullivers Travel Associates in China 2002-2005 From 10 staff and 2 offices in 2002 to 130 staff and 3 offices in 2005. Roll out of online booking platform RBS in 2003 Massive translation program into Simplified and Traditional Chinese of all product reports (hotels, apartments, transfers, sightseeing tours). Little take-up of online credit card payment (preference to cash or bank transfer). Focus on agent training and education, rewards and incentives Octopustravel.com soft launched end 2004 from Beijing.

Gullivers Travel Associates in China

2002-2005

From 10 staff and 2 offices in 2002 to 130 staff and 3 offices in 2005.

Roll out of online booking platform RBS in 2003

Massive translation program into Simplified and Traditional Chinese of all product reports (hotels, apartments, transfers, sightseeing tours).

Little take-up of online credit card payment (preference to cash or bank transfer).

Focus on agent training and education, rewards and incentives

Octopustravel.com soft launched end 2004 from Beijing.

Where Chinese go?

Destination breakdown as office matures

GTA at international travel fairs

Politics

SWOT analysis Unique selling points Challenges Opportunities in China Market concerns First European company with Inbound/domestic license. Strategic locations in China Technological advantage Worldwide support network for sales, distribution and service. Technology available is not matched by current infrastructure Prevalent business model is different to gta’s First mover advantage Fast growth in all tourism areas Expanding middle class Relaxation of outbound travel regulations Increased exposure of China abroad Recurring disasters/global politics Competition increasing from 2005 Protectionism for local companies

Lostrip.com hotel booking demo

Lostrip.com hotel booking demo

Contact: Roy Graff London, UK Email: info@ccontact.com Tel: +44 20 3239 9688 Mobile: +44 7821 093 199 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

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