Getting ready for the Chinese Tourism Outbound Market

Transcription

1 Getting ready for the Chinese Tourism Outbound Market Understand market, adapt product, train staff, shape communication in the market COTRI China Outbound Tourism Research Institute Prof. Dr. Wolfgang Georg Arlt 1

2 Why? President Xi Jinping just reasserted the importance of Chinese international travellers during a trip to the Maldives: Let me interrupt and say something here -- we should also educate our citizens to be civilized when traveling abroad, Xi said to laughter and applause during a Sept. 15 event with the Chinese ambassador, according to China News Service. Don t litter water bottles, don t destroy their coral reef. Eat less instant noodles and more local seafood. The demand, needs and expectations of Chinese travellers are different from those of other customer groups Furthermore, within the Chinese source market a clear market segmentation has already taken place. 2

3 How? The interest in and demand for information, training, market research and other services with regard to China Outbound Tourism has strongly increased for countries and companies around the globe. Since 2004 COTRI merges scientific, cultural and industry knowledge, and cooperates with leading public and private sector tourism organisations in China and all over the world looking for market research, consulting, training and quality assessment regarding the Chinese outbound tourism market. COTRI delivers high-quality and bespoke services around the globe through its network of more than 20 COTRI Country Partners covering 50 countries. COTRI services are adapted to the local situation, based on COTRI s global insights and knowledge, and offer one-stop and comprehensive solutions to cater to Chinese travellers worldwide. 3

4 What? Information, Chinese Tourism Welcome quality and consulting Provide the necessary tools to successfully get your share from the Chinese Outbound Tourism market 4

5 Information Quality Research and Consulting 5

6 Information Quality Research and Consulting 6

7 Information services Academic and industry research papers, recent and historical statistics and data, validated name lists and contact information, insightful press reports and effective market strategies. These have been the base of both offline and online publications in the form of books, articles, newsletters and website content. China Outbound Market Intelligence (C.O.M.I.) provides indepth market intelligence, insights and background information about current and future developments of the Chinese outbound tourism market. C.O.M.I. includes both quantitative and qualitative analyses and forecasts for the next three to twelve months, on a quarterly basis. 7

8 Information Quality Research and Consulting 8

9 CTW Chinese Tourist Welcome Trainings and Labels CTW Chinese Tourist Welcome Trainings and Labels help tourism service providers to position themselves at the forefront of the biggest global outbound tourism source market by understanding the different market segments, learning to successfully adapt products and by communicating the special attention given to the market to Chinese tour operators and selforganised travellers. 9

10 CTW Quality Host for companies employees and individuals Modules of CTW Training Programme Introduction M1: Background China as international tourism source market M2: Travel motivation, expectations, needs and behavior of Chinese visitors M3: Chinese Language, Service and Ambience M4: Product Adaptation and Marketing Assessment Benefits CTW Quality Host certification, valid for two years Free listings of participants on COTRI s dedicated Chinese language website Promotion on COTRI s Chinese Social Media channels, communication and PR services Free copy of C.O.M.I. (China Outbound Market Intelligence) Free access to COTRI online library 10

11 CTW Quality Host Case studies in all five continents In-house trainings for over 200 participants in Reunion, Mauritius, Seychelles and Maldives for 3star and 5star hotel resorts In-house trainings for small-medium companies in England and Finland Mixed trainings bringing public-private companies and organizations together in Portugal, New Zealand, Italy etc. Also a high number of online trainings worldwide 11

12 CTW Quality Label for companies and organizations What? Product improvement and proof of preparedness for Chinese customers How? Self-Analysis and Action Plan approved by COTRI Benefits CTW Quality Label certification, valid for two years Free promotion article in one of China s leading online trade journals for tourism professionals across China 10 free posts on COTRI SinaWeibo V account including content check, translation into Chinese and inclusion of posts into COTRI Tripshow.com Free company portrait on COTRI s dedicated Chinese language website Free copy of C.O.M.I. (China Outbound Market Intelligence) Free access to COTRI online library 12

13 CTW Quality Label Increasing number of applications worldwide Providing quality to the overall tourism offer in counties such as United States, England, France, Austria, Kenya, Slovenia etc. And, therefore, increasing satisfaction of Chinese customer since the CTW Quality Label process is based on the tourism market offer and demand real needs 13

14 CTW Destination Label for destinations What? Proven dedication to the Chinese market How? 10 CTW Quality Hosts or 1 CTW Quality Label per 10,000 hotel beds / per year Benefits CTW Destination Label certification, annually renewed Representation at three Chinese tourism fairs per year Participation at CTW Destination Label Network Conference 50 free posts on SinaWeibo account. (Free new account, if CTW Destination Label network member does not have one) Free company Tripshow.com page creation CTW Destination Network newsletter free subcription Free destination portrait on COTRI s dedicated Chinese language website Free subscription tof C.O.M.I. (China Outbound Market Intelligence) Free access to COTRI s online library 14

15 CTW Destination Label A growing international network of destinations Visit York (UK) and Westfield (UK) are the latest members of the CTW Destination Label network. Many other destinations in countries including among others Switzerland, Austria, Maldives, Finland, Croatia, Germany are taking in the process of getting certified to join the Chinese Tourist Welcome Destination Network. CTW Destination Label holders enjoy an efficient and affordable way of highlighting the preparedness of the region for Chinese visitors, connect the China-oriented tourism service providers companies and organisations in the destination and receive exclusive information and best practice examples from around the world. 15

16 CTW Trainings and Labels are: INTERNATIONALLY RECOGNISED Endorsed by PATA (Pacific Asia Travel Association) Awarded with the GREAT China Welcome Charter Mark of VisitBritain Recommended by ETOA (European Tour Operators Association) Recommended by ETC (European Travel Commission) 16

17 CTW Trainings and Labels provide a: UNIQUE AND PROVEN CERTIFICATION MODEL CTW training content is updated and expanded regularly based on scientific research results and practical state-ofthe-art experiences from around the world, delivered in the local language by the local experts of COTRI Country Partners. CTW Quality Labels based on TQM process scalable for all levels Holistic 3-step approach enabling to provide quality for the complete tourism offer Strong focus on different Chinese market segments real needs and expectations 17

18 CTW Trainings and Labels experienced SUCCESSFUL CASE STUDIES: Over 400 certificates issued on all five continents CTW certifications included in Destination Management Organizations marketing strategies Satisfied customers say: COTRI has provided Mercedes-Benz Travel with invaluable services Thomas Eisenbarth, Mercedes-Benz Travel Taking the CTW course has opened my mind and I feel I ve achieved a better understanding of the Chinese traveller Mark Perana, West Coast Surf School, New Zealand 18

19 Information Quality Research and Consulting 19

20 Research and Consulting services COTRI can rely on its well-developed network of experts and tourism industry leaders inside and outside of China along with many years of experience in gaining reliable information in a high context communication society where asking a question is the least promising way to get a useful answer. COTRI Market research, consultancy and coaching services give specific practical in-depth insights as a sound base for investment and development decisions. 20

21 Research and Consulting services Questions answered for clients in recent research and consulting projects: How to get Chinese visitors to come back to Dubai for a second time? Which segment of the Chinese outbound market should be targeted for cruises on European river cruise ships? How to transfer the positive image of a car producing company to its luxury tourism offer? Does selling more duty-free shop goods to Chinese is based on solving language problems or culture differences problem? Why do Chinese customers insist on Chinese language information even though they speak perfect English? Chinese bloggers recommend my service. How can we as a small company maximize the benefits from this new customer group? Will the boom last? 21