The document discusses strategies for marketing to Chinese tourists. It notes that China will be the top tourism source market in 2015. Various countries are actively promoting tourism to China through campaigns. Chinese tourists tend to be young, educated, high income professionals. They research trips online and book through online travel agencies. Digital marketing strategies like search, social media, mobile and display advertising are recommended to engage Chinese travelers who are increasingly going abroad independently rather than on group tours.

1. Luring the Chinese
Traveler
Dec 2010

2. Marketing to the Chinese Tourist
“According to China National Tourism
Administration (CNTA), in 2015 China will be
the No. 1 tourism source market worldwide”
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3. Marketing to the Chinese Tourist
The CNTA said the growth rate of Chinese
outbound tourism for the first eight month of
the year 2010 was 21% compared to the same
period of last year.
This translates to an overall number for 2010 of
about 58 million border-crossings from
Mainland China.
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4. Everyone Wants The Chinese Tourist
“Taiwan tourism industry “The Japan National Tourism
in Kaohsiung and “Indonesia is expected to Organization will also try
Pingtung are attract more to attract Chinese
scheduled to meet Chinese tourists enterprises to bring their
with tourism officials through active employees or clients to
from China tourism promotion in Japan”
Monday as part of China”
efforts to attract “Australian federal government
more Chinese announced that it will
visitors to the “Italy's tourism authority is spend $30 million on
southern part of asking its hotels to campaign to lure more
Taiwan”. provide hot water in Chinese tourists Down
rooms and calling Under.”
for more signs in
“Vietnam trying to attract “Canadian minister promises
more Chinese Chinese in a bid to
encourage extra to attract more Chinese
tourists” tourists to Canada”
visitors from China. “
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5. China Outbound: Purpose of Travel
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6. China Outbound: Purpose of Travel
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7. China Outbound: Who?
• Young (20-39 years old)
• Well educated (with tertiary education)
• With higher income
• Working professionals and semi-professionals
• Top management of companies and government bureaus
• Small groups on an incentive trip
• Tech-savvy and fashionable (interested in cutting-edge gadgets and
latest fashions)
• 4:2:1 (3 generations – grandparents, parents and single child)
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8. Characteristics Of Major Generating Regions
• Northern China (Beijing and Northeast China)
- Most of the official travel is from Beijing
- Beijingers are engaged in politics and love socialising
- Work comes second to friends and family
• Eastern China (Shanghai and the Coastal Provinces Zhejiang and
Jiangsu)
- Regions with a history of overseas travel, resulting in relatives abroad
- Wealthiest in terms of average income
- Shanghainese are trendy and internationally oriented
- Very price-driven, shrewd business people who drive hard bargains
• South China (Guangdong Province and Neighbouring Provinces)
- Guangdong benefits from its proximity to Hong Kong as the commercial
gateway into China
- Its capital city, Guangzhou, is a major trading and commercial centre
- Consumer spending is the highest among China’s provinces
- People in the south prefer higher standard of services to cheap prices
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9. China Outbound: Travel Preferences
Short Haul to Long Haul: Significant growing interest to ‘less discovered’ European
destinations; trips to S.E. Asia, Japan, Korea and Oceania still popular
Group Tour to Independent Travel: More Chinese travellers are able to apply for
individual visas (as long as they showcase sound financial and employment status)
Multi-Country Packages to Hybrid Tours: Travellers are interested in in-depth travel
rather than multi-country packages. They are keen to return to destinations enjoyed
the first time.
The Chinese top priorities in life are keeping fit & healthy, professional development
and spending time with family & friends.
In terms of holidays, taking domestic holidays is at least quite important for 80% and
extremely important for 9%. Foreign holidays are regarded as at least quite
important for a smaller proportion (61%) and extremely important for 10%.
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10. China Outbound: Research Sources
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11. China Outbound: Booking Pattern
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12. How to engage the Chinese Traveler
Chinese Travelers Research Online, reach
them using….
Digital Marketing
Social
Search Media Mobile Online Media
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13. Chinese Internet Fast Facts
Up to June, 2010, the number of net citizens in China has
reached 420 million
The number of broadband net citizens has reached 364 million
The number of mobile net citizens in China has reached 277
million
The weekly online time of net citizens is 19.8 hours
The growth rate of users for online payment, web shopping
and e-banking was 30%
The number of Chinese websites is 2.79 million
26th Statistical Report on Internet Development in China (July, 2010)
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14. Leveraging Digital Marketing Channels
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15. Email Marketing
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16. Mobile Channels
When launching a mobile campaign, it’s important
to remember there are multiple mobile channels to
reach mobile users.
They include:
• Mobile websites
• Downloadable applications
• Mobile messaging
• Mobile video
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17. Multiple Mobile Ad Types
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18. Social Media
• Social Media can increase traffic to your site, including
incoming links and search engine traffic
• It can increase your company's brand awareness on the
Web
• It can increase your search engine rankings (SEO)
• It gives you quick access to a lot of people
• It's a great way to build engaging customer
• relationships
• Understand what your customers are thinking
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19. Social Media Stages
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20. Social Media – The Chinese Way
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21. Search is the #1 online channel for destination research
A mix of other travel site categories are used as research sources, yet
search eclipses even Online Travel Agencies
Search engine 72%
Online Travel 66%
Hotel Sites 63%
Airline Sites 59%
Destination Sites 54%
Travel Review 41%
Travel Search 38%
Car Rental Sites 38% Which online sources do you use to
Cruise Line Sites 26%
learn about or choose vacation
destinations?
General Discount 20% (n=1339, only consumers in-market for or recently
Tour Operator 15% booked destination travel who use the Internet)
Travel Planning 15%
Source: TNS
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22. Search Marketing
Google who?
71% 22% 7%
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23. Online Media (Display)
• Media Buying is typically considered the act of
purchasing a predetermined amount of display
media through a contract
– I Will spend $x over x days
• All rates are negotiable and can be on CPD, CPM,
CPC or CPA basis.
• Signed contracts are called Insertion Orders (IOs)
• Performance goals need to be assigned
• Multiple ads for each standard ad size
Note: Chinese publishers typical sell inventory on a ‘cost per
day’ (CPD) basis
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24. Online Media (Display)
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25. SinoTech Group - Fast Facts
• Heritage in software
development
• 95 employees
• Global reach
• Travel & Hospitality
Focused
• Offices in Beijing,
Shanghai & Hong Kong
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26. This presentation can be found at:
www.slideshare.net/jarrahbear
Thank you -
Dr Mathew McDougall | @sinotechian
matt@sinotechgroup.com.cn
sinotechgroup.com.cn | @sinotechgroup
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