cotri workshop at wtm london 2012
DESCRIPTION
WTM London Nov. 7th, 2012 Welcoming Chinese Customers: Niche Markets – Trainings and Quality – Social Media MarketingTRANSCRIPT
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
Welcoming Chinese Customers
Niche Markets – Trainings and Quality – Social Media Marketing
WTM London Nov. 7th, 2012
Third Annual Tourism Policy Workshop Dromoland/Ireland Nov. 3rd, 2012
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
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
Third Annual Tourism Policy Workshop Dromoland/Ireland Nov. 3rd, 2012
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
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
Third Annual Tourism Policy Workshop Dromoland/Ireland Nov. 3rd, 2012
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
Prof. Dr. Wolfgang Georg Arlt
Five Steps to successfully Welcoming Chinese Customers
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
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 GermanyFritz-Thiedemann Ring 2025746 Heide, GermanyFax +49 481 8555 121Phone +49 481 8555 [email protected]
COTRI China Office101/2B Gui Gu Liang Cheng 1 Nong Da Nan RdBeijing 100084, P.R. of ChinaPhone +86 13 4260 [email protected]
COTRI China Outbound Tourism Research Institute
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
Prof. Dr. Wolfgang Georg Arlt FRGSActive in P.R. of China since 1978Former owner of Inbound Tour Operator China -> EuropeCOTRI founder and director since 2004Professor 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 2025746 Heide / GermanyPhone +49 481 85 55 523Fax +49 481 85 55 121E mail [email protected]
Room 101, Building 2B, Gui Gu Liang Cheng, No. 1 Nong Da Nan Rd., Haidian District, Beijing 100084/P.R. of ChinaPhone +8613820418485E mail [email protected]
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
China – A tale of two countriesHope: Can Chinese Consumers save the world economy?And Gloom: Be very afraid of the China Bubble(Recent TIME Magazine headlines)
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
China – A tale of two countries
2012 - A critical year not only in the Maya calendar
Bo Xilai
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
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.
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Est.
7.1 7.6 8.2 8.4 9.2 10.5 12.116.6 20.2
28.9 31.0 34.541.0
45.8 47.557.4
70.080.0
China Outbound Tourism 1995-2011 in million border-crossingsSource: COTRI, CNTA, CTA
The Chinese economy is slowing down – why is China’s outbound tourism still growing (and will continue to do so)?
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
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
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
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.
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
Enters the NEW CHINESE TOURIST
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
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.
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
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 backMore 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
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
“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.
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
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
Chinese are NOT travelling
inter-continental for holidays
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
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.
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
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
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
How to attract the New Chinese Tourists?Five steps to successful offers in the Chinese market 1. Understanding the specific demands and
behaviour of different segments of the Chinese consumer market for international tourism
Market Research
• Not confusing the demands of travellers to Hong Kong, Macao and Taiwan with the demands of trans-continental travellers
• 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
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
How to attract the New Chinese Tourists?Five steps to successful offers in the Chinese market
2. Training staff online and offline
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
Training and Quality
Chinese Tourists Welcoming City Label
Chinese Tourists Welcoming Quality Label
Chinese Tourists Welcoming
Training Programme Are You Ready For Chinese
International Travellers?
CTW Chinese Tourists Welcoming
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
How to attract the New Chinese Tourists?Five steps to successful offers in the Chinese market
3. Gaining visibility through China-specific quality labels for service providers and destinations
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
How to attract the New Chinese Tourists?
4. Developing successful niche products
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
How to attract the New Chinese Tourists?Five steps to successful offers in the Chinese market
5. Gaining visibility through China-specific quality labels for service providers and destinations
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
More information on the newly relaunched COTRI websitewww.china-outbound.com
CHINA OUTBOUND TOURISM RESEARCH INSTITUTE
www.china-outbound.com
Thank you for you attention – looking forward to your questions and comments during the discussion!
Contact: [email protected]
www.china-outbound.comwww.chinatraveltrends.com
MEET COTRI AT WTM LONDON: Stand AS95