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Breaking the Chinese market: considerations for destination marketing

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From the DIGITAL TRAVEL & TOURISM MASTERCLASS presentation on considerations for brands in entering the Chinese travel market.

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Breaking the Chinese market: considerations for destination marketing

  1. 1. PRESENTER: Brett Magill Social Media Manager brett@thisiscrowd.com www.thisiscrowd.com Breaking the Chinese market
  2. 2. We are an independent global creative agency HANGZHOU BEIJING XI’AN SHENZHEN CHENGDU DUBAI AMSTERDAM BOURNEMOUTH LONDON NEW YORK SAN FRANCISCO
  3. 3. China
  4. 4. 200m+ Chinese are expected to travel overseas by 2021 World Tourism Organization (UNWTO) 18% Growth in outbound international tourism ITB Berlin 2018 Report 81% of Chinese tourists expecting to travel to the GCC by 2022 Trade Arabia, 2019 7% Own a passport Danielle Curtis, Arabian Travel Market 12% Increase in Chinese tourists visited Dubai from 2017-18 Dubai Tourism Office And will continue to rise significantly for Expo 2020 Market overview
  5. 5. Consumer behaviour A survey by Nielsen in 2018 found that Chinese tourists care most about experiences when considering destinations, and are willing to spend more on dining, sightseeing and relaxation.
  6. 6. A study in 2018 showed that Chinese tourists are looking for adventurous destinations and are increasingly exploring long-haul regions in Europe, the Middle East and the South Pacific.
  7. 7. Travellers weigh location, cleanliness and price more heavily than amenities and rewards programs, often associated with larger hotel chains. Chinese Traveler Survey, November 2018, Oliver Wyman Analysis 72% 59% 54% 41% 25% Online Reviews Good price/value CleanGood location Good facilities 24% Family facilities 9% Recomm- endations 8% Hotel star- level 4% Famous restaurant 2% Loyalty program
  8. 8. Brand strategy Stay global in the Chinese market Stay Chinese in the global market
  9. 9. 4.7
  10. 10. “The right Chinese name gives a positive impression and image for the brand and also helps consumers to familiarise themselves with it”
  11. 11. Embed with the community
  12. 12. "...don't think of WeChat as social media. Think of it as an operating system for your life in China." MATTHEW BRENNAN, CHINA CHANNEL
  13. 13. Social Network Shop WeChat Pay Video Content ServicesUtilities Text Messaging Video Chat Gaming • 1 billion monthly active users • 60% of users open WeChat 10 times a day - and 1 in 5 users open it more than 50 times a day • 85% of users are aged 18-35 • WeChat has 93% penetration of smartphone users in China’s tier- one cities • Just over 1 in 6 (17%) of users spend more than four hours a day on the platform
  14. 14. Usage of WeChat Pay in various life contexts CAICT WeChat Economic and Social Impact Report 2017, WALKTHECHAT
  15. 15. “The launch of the digital audio tours on ‘Dubai Mini Assistant’ further supports our ongoing strategy to ensure that Chinese travellers are well equipped to make the most of their stay in Dubai.” YOUSUF LOOTAH, EXECUTIVE DIRECTOR – TOURISM DEVELOPMENT & INVESTMENTS, DUBAI TOURISM
  16. 16. “With the launch of the dedicated Mini-Program, we are adding to their convenience by enabling easy bookings as well as offering all the information relating to the attraction and its varied experiences on their smartphones and devices,” AHMED FALASI, EXECUTIVE DIRECTOR, GROUP OPERATIONS, EMAAR PROPERTIES
  17. 17. Round up Be social ready Be prepared (destination) Be prepared (financially) Brand proposition Understand and cater to Chinese culture Speak to local tourism boards Add unique value to your destination Online presence
  18. 18. Thank you thisiscrowd.com/insights

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