CHINESE TRAVEL
Dragon Trail Interactive’s Managing Director – EMEA, Roy Graff, joined the founder of COTRI (China Outbound Tourism Research Institute), Prof. Wolfgang Georg Arlt, to present a panel discussion on Chinese independent travellers, co-organized by PATA (Pacific Asia Travel Association).
Chinese outbound travel hit 122 million trips in 2016, with an average growth rate of 9-11% to destinations outside of Greater China. Prof. Arlt identified factors driving
the growth in Chinese tourism: the easing of visa restrictions and increase in new flight routes, especially those connecting China’s second-tier cities to international destinations. Mass market packages still exist, he explained, and will continue to do so for the many Chinese who have yet to take their first trip abroad, but destinations should focus on the independent traveller – she (the Chinese tourist market is 56% female) spends more than package tourists, is much less likely to push out traditional markets, and will probably be an experienced traveller who will visit smaller destinations and help prevent overtourism though dispersal. Unlike Western FITs (free independent travellers), said Prof. Arlt, Chinese have more money and are seeking prestige through travel, and they are also interested in very different experiences: Enjoying fresh
INDEPENDENT CHINESE TRAVELLERS
air, seeing stars in the night sky, picking wild fruits, experiencing authentic daily life, and having the kinds of unique experiences that will give them “face” within their social and professional circles.
So how does a tourism destination
reach this kind of high-spending, savvy Chinese customer? The answer is digital, according to Graff. The Chinese are very much ahead of the rest of the world when it comes to mobile use, including mobile payments and QR codes. Reaching the Chinese
FIT market online requires knowing how to manage digital presence, both through your own website and social media channels, and by monitoring and engaging with your listings on third-party sites like OTAs and review sites. It’s also important to understand the complex Chinese online travel market and identify the best partners to work with. Word of mouth is essential, and you can harness this by promoting user-generated content online through contests and closely monitoring what is being written.
WTM London Review 2017
83
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