Essential China Travel Trends Booklet - Tiger Edition - Preview: Essential China Travel Industry Insights for 2011 - Free eBook Download.

3. Essential
China
Travel
Trends
2010 Year of
the Tiger Edition

4. CONTENTS
TRAVEL SUSTAINABILITY 7
How travel its into China’s role
in the green economy
Professor Geofrey Lipman, GreenEarth.travel
INTERNET & SOCIAL MEDIA MARKETING 13
Engaging the world’s biggest
online population
Jens Thraenhart, Dragon Trail
TRAVEL TECHNOLOGY 21
Innovating for the wired traveler
George Cao, Dragon Trail
TRAVEL DISTRIBUTION 29
A country at the crossroads of
online and traditional travel booking
Charlie Li, China Southern Airlines
CHINA’S TOURISM CAPACITY 2.0 37
Learning to serve sophisticated guests
from abroad
Lin Xu, China Luxury Travel Network (CLTN)

5. OUTBOUND TOURISM 45
Understanding the world’s fastest
growing source market
Professor Wolfgang Georg Arlt, COTRI
HOTEL DEVELOPMENT 51
A ive-star boom leads
industry-wide growth
Damien Little, Horwath HTL
STRATEGIES FOR DEVELOPMENT 59
An ambitious plan to make tourism
a pillar of the Chinese economy
Xiaoan Wei, China Tourism Academy
THE AFFLUENT CHINESE CONSUMER 67
Quickly shifting demographics of
the newly rich drive travel trends
Rupert Hoogewerf, Hurun Report
MEETING INDUSTRY AND MEGA EVENTS 75
How the Beijing Olympics and Shanghai Expo
accelerated progress
Daniel Tschudy, HQC Group
Mary Ma, VariArts Travel Group

6. INTRODUCTION
China is rapidly emerging as the largest, most dynamic, most promising
inbound, outbound and domestic travel market in the world. Amazingly, it
has done this over the past 25 years from a standing start.
The next ive years will be even more exciting as the Internet becomes
the main tool for promoting, managing and delivering tourism globally
and China boosts tourism growth, quality and sustainability as a strategic
economic pillar.
China is also potentially the most important e-tourism market in the world--
with the most Internet users, an intense web landscape, a vibrant consumer
base and leading edge travel technology. Increasingly, consumer thinking,
brand recognition and purchasing are being shaped online.
It also has special challenges - a distinctive culture and way of doing busi-
ness, inadequate data, complex sales channels and unique marketing de-
mands. It is one of the toughest markets in the world to do business in, but
for those who understand and are patient, there is unlimited opportunity.
Our “Essential China Travel Trends,” reveals some of the critical trends and
potential pitfalls, and ofers insights from practitioners in the industry.
We thank our contributors and partners, and hope you enjoy the irst edi-
tion, published in the year of the Tiger.
Best regards,
Jens Thraenhart Lin Xu Professor Geofrey Lipman
Dragon Trail VariArts Travel Group GreenEarth.travel
Beijing - May 25th, 2010

7. “China is a powerhouse economy. It will be the
main driver of global Travel & Tourism growth in the
foreseeable future. The Chinese State Council’s recent
Tourism Guidelines give the highest recognition to the
industry as a strategic pillar of the national economy.
By holding our 10th Global Travel & Tourism Summit in China, we commend this
commitment, while urging other governments to follow suit and demonstrate their
recognition of Travel & Tourism’s economic importance, as well as the inluence it has
on nearly every facet of our lives.”
Jean-Claude Baumgarten, President & CEO,
World Travel Tourism Council (WTTC)
“China is a world class destination and a leader in the
tourism industry. China’s recent bold move to upgrade its
tourism strategy from sectoral to a state-level national
strategy is a leading example for many countries
around the world.
Already the world’s fourth most visited destination, by 2020, China is expected to
become the leading international tourism destination and the fourth largest outbound
market. “
Taleb Rifai, Secretary General,
World Tourism Organization (UNWTO)
“The travel and tourism industry in China (PRC) will
move from strength to strength over the course of
the next decade as domestic, inbound and outbound
tourists continue to grow substantially. The national
and provincial authorities have shown extraordinary
commitment to our industry in these uncertain economic
times - particularly in investment, infrastructure and product development.
This in turn has prompted a growing response across the region to the needs of visitors
from this increasingly inluential source market and here the Internet and social media
are becoming essential tools for travel research and planning.”
Hiran Cooray, Chairman,
Paciic Asia Travel Association (PATA)

9. Interested in these Articles?
The Essential China Travel Trends Booklet
Tiger Edition 2011
Is available for free as an eBook download on
http://bit.ly/tigerd