4. China
• Population: Over 1,3 billion
• 2nd largest country
• Landscape:
forest steppes, deserts, subtropical forests
• Ancient Chinese civilization
• Middle-class population :
more than 100 million as of 2011
• World's 2nd largest economy
• 2nd largest consumer of luxury goods
12/11/2012 TPNM The Traveler Profile
5. Why China ?
12/11/2012 TPNM The Traveler Profile
Tourism abroad:
tourism will grow to 100 million by
2020.
Average spend per Chinese tourist on
a holiday to Europe (August 2006,
China National Tourism Administration)
€3,000
34% for shopping
17% airfare
18% accommodation
9% entertainment
3% travel agency services.
Though they don’t spend as much as
Germans and Americans because of
their size Chinese tourists are
expected to be the first in spending
6. BASIC DESTINATIONS
12/11/2012 TPNM The Traveler Profile
Worldwide
• Macao
• Hong Kong
• USA
• Scandinavian
• Paris
• London
• Germany
• Australia
Europe
• Russian Federation
• France
• Germany
• Austria
• Italy
• Switzerland
• Belgium
7. Peak Travel Periods
12/11/2012 TPNM The Traveler Profile
D
E
C
J
A
N
F
E
B
M
A
R
A
P
R
M
A
Y
J
U
N
J
U
L
A
U
G
S
E
P
O
C
T
N
O
V
1
2
1
3
1
4
2-3 DAYS OFF
~ 7 DAYS OFF
• The Golden weeks
• The Chinese public holidays:
Chinese New Year,
first week of May
first week of October.
8. What kind of tourists are the
Chinese?
12/11/2012 TPNM The Traveler Profile
Common Characteristics
• Places of historical and cultural magnitude
• They want to visit mostly the West.
• Definition of life through travelling
• Higher than average household income
• Own a credit card
• Increasing interests in beach and holiday activities
• Close to Home travelers do not feel comfortable to travel far away from China
so they prefer destinations in Asia.
10. Japan
• 6.852 islands , 4 larger
• Climate : temperate
• Population :
10th (over 127 million people)
• Tokyo :
Bigger metropolitan area in the world
(over 30 million residents)
• 3rd largest national economy in the world
• world's 1st consumer of luxury goods
12/11/2012 TPNM The Traveler Profile
11. Why Japan ?
12/11/2012 TPNM The Traveler Profile
• 5th largest Travel and Tourism economy.
• In 2009 the income generated by travel
and tourism: 200 billion EUR
• 18.8 to 19 million travelers in 2012
(20 million in 2014)
12. BASIC DESTINATIONS
12/11/2012 TPNM The Traveler Profile
• USA
• France
• Canada
• Italy
• New Zealand
• Switzerland
• United Kingdom
• Egypt
• Turkey
• Austria
• Pacific islands
13. What kind of tourists are the
Japanese ?
• Self-Challengers
bugdet hotels, many days
• Cultural Explorers
part of a tour, many days, luxury hotels, spend
a lot of money
• Travel in Style
few days, don’t spend much, medium class
hotels
• Collectors
travel for more than 2 weeks, don’t spend
much
• First Timers
school groups, close to home
12/11/2012 TPNM The Traveler Profile
14. Travel information
• Travel most in summer (38,8%)
• 74% of population uses internet and
make reservations
12/11/2012 TPNM The Traveler Profile
16. Russia
• The largest country in the world
(more than 1/8)
• Population :
9th world's most populous
(143 million people)
• Climate : sub-artic
• Economy : 9th greatest
• 1st producer for oil and natural gas
12/11/2012 TPNM The Traveler Profile
17. Why Russia ?
• 9th in travel expenses worldwide
• Increase of wealth
Middle class :
8 million persons in 2000
55 million persons in 2006 !!
• High growth will continue for the next years
• Increase of life prosperity
• Desire to travel to the West
• Only 15% have travelled abroad
12/11/2012 TPNM The Traveler Profile
18. BASIC DESTINATIONS
Europe :
• Turkey, United Kingdom, Italy, Spain, Germany,
Cyprus, France
• Cultural, historical and religious sights
• Sunny destinations
1. Higher price destinations : Italy, Spain, France,
Cyprus and Greece
2. Budget destinations: Turkey, Bulgaria,
Montenegro and Croatia
• Mountain skiing (35-50 years old).
1. Higher-priced destinations : Switzerland, France,
Germany, Andorra, Italy, Austria
2. Budget destinations : Bulgaria, Finland, Austria
12/11/2012 TPNM The Traveler Profile
19. What kind of tourists are the
Russians ?
12/11/2012 TPNM The Traveler Profile
Rapidly emerging middle classes :
• Non visa destinations
• Sun and beach destinations
• 2 trips/year
Funky Young Professionals :
• Cosmopolitan and Western focused
• Careful in expenses
The upper income Group :
• Travel with families
• Travel with good offers
The Ultra Rich :
• Many trips, others like luxury and others to relax
• Natalie Tours (the largest Russian Tour Operator in Greece) has proposed to build five star all services
hotels in order to attract especially this segment.
The Golden Youth :
• The offspring of the ultra rich
• They spend money while visiting their friends abroad for a few days
20. Travel information
• Usually travel in Autumn and Spring (the weather is not too hot or too cold)
• Moscow accounts for two thirds of all package tours
• 75% of leisure trips are booked within two weeks before or last minute
• Local exhibitions and workshops : the best way of marketing and promoting
• Not environmental tourism
• Negative associations with Europe raised high prices and the difficulty in obtaining visas
• Preference to hotels on “All inclusive” base
12/11/2012 TPNM The Traveler Profile
21. Opportunities
• Promotion from internet
• Creating a strong and effective offer
• Crafting marketing messages for greatest effect
• Getting inspiration for new product ideas
• Provide something different as a change of scenery (to break one’s daily • routine)
• Provide positive atmosphere and impressions, an opportunity to learn new things and enjoy
a feeling of freedom.
• Quality accommodation,
Russia as a rising tourist market :
• Huge potential as a tourism destination for Russians, although the level of trip taking will
remain low for some time.
• The foreseeable future:
there will continue to be new first-timers in search of mass-market, low priced travel options
mainly for sun and beach destinations – but the more travelled Russians will expect more on
their repeat visits, or will be looking for something different, offering better quality.
12/11/2012 TPNM The Traveler Profile
22. References
• The Chinese Outbound Travel Market: Part 1, J.Uren, Tourism Insights Apr 2009
• Seven Surprising Stats on the Internet and Emerging Markets, F.Holmes, Nov 27 2011,
Advisor Analyst
• Chinese to become biggest spenders as record numbers head overseas, T.Branigan, The
Guardian, August 17 2012
• Japan Tourism Market Profile, Canadian Tourism Comission, 2009 Update
• Welcoming the Japanese Visitor, K.Nishiyama, University of Hawaii Press, 1996
• The Japanese Traveller, Segmentation of the Japanese Market, Tourism Australia
• ITB Convention Workshop: RUSSIAN OUTBOUND TRAVEL, The Travel Business
Partnership. July 2006
• The Russian Outbound Travel Market with Special Insight into the Image
• of Europe as a Destination, World Tourism Organization and European Travel Commission
2009
• Prospects of Russian Outbound Tourism in Greece, Natalie Tours
• Russian Outbound Mice Tourism – Demand and Concept, A.Tsyvinskaya, Bachelor’s Thesis
Unit of Tourism, Imatra, Degree Programme in Tourism, Saimaa University of Applied
SciencesHospitality Management 2011
• Russia - a hot new outbound, lates market, K.Bullock., WTM London, 04 Apr 2012
,
12/11/2012 TPNM The Traveler Profile
23. Thank you for your attention !
12/11/2012 TPNM The Traveler Profile
