COTRI workshop at WTM London 2012

CHINA OUTBOUND TOURISM RESEARCH INSTITUTE

Welcoming Chinese Customers

Niche Markets – Trainings and Quality
– Social Media Marketing

WTM London Nov. 7th, 2012

www.china-outbound.com


Speakers:

Prof. Dr. Wolfgang Georg Arlt, Director COTRI China
Outbound Tourism Research Institute

Ian Pack, CEO COTA China Outbound Tourism Academy

Alice Rossetto, Owner Rossetto Solutions

Jens Thraenhart, President Dragon Trail


16.30-16.40 h
Welcoming and Introduction

16.40-17.00 h Prof. Dr. Arlt:
Five Steps to successfully Welcoming Chinese Customers

17.00-17.15 h Ian Pack & Alice Rossetto:
Online and offline Chinese Tourists Welcoming trainings

17.15-17.30 h Jens Thraenhart:
Chinese Social Media Marketing and Social Media platforms

17.30-18.00 h
Open floor discussion


Prof. Dr. Wolfgang Georg Arlt

Five Steps to successfully
Welcoming Chinese Customers



COTRI China Outbound Tourism Research Institute
is the world's leading independent research institute for information,
training, quality assessment, research, and consulting relating to the
Chinese outbound tourism market.

Established: 2004
Director: Prof. Dr. Wolfgang Georg Arlt
Headquarter: Heide/Germany
China office: Beijing

COTRI Headquarter Germany COTRI China Office
Fritz-Thiedemann Ring 20 101/2B Gui Gu Liang Cheng
25746 Heide, Germany 1 Nong Da Nan Rd
Fax +49 481 8555 121 Beijing 100084, P.R. of China
Phone +49 481 8555 523 Phone +86 13 4260 36722
info@china-outbound.com china@china-outbound.com


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 Kingdom

Fritz-Thiedemann Ring 20 Room 101, Building 2B, Gui Gu Liang
25746 Heide / Germany Cheng, No. 1 Nong Da Nan Rd., Haidian
Phone +49 481 85 55 523 District, Beijing 100084/P.R. of China
Fax +49 481 85 55 121 Phone +8613820418485
E mail info@chinabound.com E mail china@china-outbound.com



China – A tale of two countries
Hope: Can Chinese Consumers save the world economy?
And Gloom: Be very afraid of the China Bubble
(Recent TIME Magazine headlines)



China – A tale of two countries

2012 - A critical year not only in the Maya calendar

Bo Xilai



Survey results from Bank of China/Hurun (10/2012):

44% of all Chinese with more than one 10 million
RMB (1.25 million Euro) in personal wealth (about one
million households) are considering emigration.

85% of all Chinese with more than one 10 million
RMB in personal wealth are planning to send their
child to study at a foreign university.



The Chinese economy is slowing down – why is
China’s outbound tourism still growing (and will
continue 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.



2011:
70.3 million border crossing, 69 billion US$ total spending

No. 3 source market globally in border crossing, No. 2 in
spending

2012:
COTRI estimate 80+ million border crossings, 85+ billion
US$ 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


Impressive 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.



Enters the NEW CHINESE TOURIST



More self-organized travelers from China are
slowing down and spreading further afield.

Increasingly travel-savvy and globally connected,
below 45 years and green, the New Chinese Tourist
are arriving in special locations, doing special things
and are staying for more than just a snapshot.

Niche products for the first time get a chance to
profit from Chinese customers – and even small
niches in China mean big numbers.



New 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


“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 still
happy to see signage and other information in Chinese
as a sign of respect for their country, they will still rely
mainly on peer group information from other Chinese
travellers, they will still travel, especially outside Asia,
for prestige and education, not for holidays. www.china-outbound.com


Travelling long distance means for Chinese
outbound travellers first of all:
Investment
in
- Personal prestige
- Social capital
- Learning
- Business opportunities
- Real Estate / companies
- Soft power



The low price, low quality Chinese package outbound
tourism will suffer from the pending economic crash
in China, annual growth rates in terms of number of
persons travelling may fall below the 20% mark.

But the New Chinese Tourists will continue to go
abroad, as the motives for international travel –
prestige, networking, distinction – will stay the same.
New Chinese Tourists provide new opportunities to
new destinations, but require adapted products and
the usage of relevant marketing channels.


How to attract the New Chinese Tourists?
Five steps to successful offers in the Chinese market

1. Understanding the specific demands of Chinese
customers
2. Training staff online and offline
3. Gaining visibility through China-specific quality
labels for service providers and destinations
4. Developing successful niche products
5. Creating a prestigious brand through social media
marketing



1. 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




2. Training staff online and offline



Training and Quality

Chinese Tourists Welcoming
City Label

Quality Label

Training Programme
Are You Ready For Chinese International
Travellers?

CTW Chinese Tourists Welcoming




4. Developing
successful
niche products


More information
on the newly
relaunched
COTRI website
www.china-
outbound.com



Thank you for you attention – looking forward
to your questions and comments during the discussion!

Contact: arlt@china-outbound.com

www.chinatraveltrends.com

MEET COTRI AT WTM LONDON: Stand AS95


COTRI workshop at WTM London 2012

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (8)

Destacado

Destacado (20)

Similar a COTRI workshop at WTM London 2012

Similar a COTRI workshop at WTM London 2012 (20)

Más de COTRI China Outbound Tourism Research Institute

Más de COTRI China Outbound Tourism Research Institute (13)

Último

Último (17)

COTRI workshop at WTM London 2012