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

1. PRESENTER:
Brett Magill
Social Media Manager
brett@thisiscrowd.com
www.thisiscrowd.com
Breaking the Chinese market

2. We are an independent
global creative agency
HANGZHOU
BEIJING
XI’AN
SHENZHEN
CHENGDU
DUBAI
AMSTERDAM
BOURNEMOUTH
LONDON
NEW YORK
SAN FRANCISCO

3. China

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. 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. 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. 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. Brand strategy
Stay global in the Chinese market
Stay Chinese in the global market

9. 4.7

11. “The right Chinese name gives a
positive impression and image for
the brand and also helps consumers
to familiarise themselves with it”

13. Embed with
the community

14. "...don't think of
WeChat as social
media. Think of it as
an operating
system for your life
in China."
MATTHEW BRENNAN, CHINA CHANNEL

15. 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

16. Usage of WeChat Pay in
various life contexts
CAICT WeChat Economic and Social Impact Report 2017, WALKTHECHAT

17. “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

18. “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

19. 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

20. Thank you
thisiscrowd.com/insights