NEWS IN DEPTH | FACE TO FACE A yen for China
Samantha Mayling talks to Helena Beard, managing director of UK-based travel PR and representation agency China Travel Outbound
Q: What is your background?
A: I spent 15 years working in marketing communications for outbound tour operators such as Unijet, First Choice and Virgin Holidays, eventually moving agency-side to run a small UK travel PR agency. I moved into the Chinese market and started my own business in 2014.
Q: What does China Travel Outbound do?
A: We help global tourism and travel brands attract more Chinese visitors. Our clients include attractions, destinations, transport providers and hotels, within the UK and throughout the world. We offer PR, sales representation and social media services.
Q: What is the appeal of the UK for Chinese tourists?
A: One Chinese Key Opinion Leader who travelled with us told me that the UK is her new favourite destination ‘because it’s more classy’. I think that sums it up. The authenticity of the UK is a huge draw for Chinese visitors. They love that this is the true home of the English language, the Royal Family, the best universities,
historic ruins, castles and palaces, Sherlock Holmes, Harry Potter and Shakespeare. And the Premier League, of course.
Q: How many Chinese people visit the UK each year?
A: According to VisitBritain, around 337,000 Chinese people visited in 2017, up 29% from 2016. Indications are for further double digit growth in 2018, and VisitBritain is forecasting a spend from this market of £1 billion by 2020.
Q: How can you encourage the Chinese to visit the UK?
A: The Chinese research at length before they decide on destination choice and it’s vital that the UK invests in its online profile. There are travel review websites with visitor figures to make your eyes water. We need to work with KOLs and bloggers to secure a strong presence on these sites and spread the word through social media. More than 80% of bookings are
made via the Chinese travel trade so operators need to be inspired to expand their UK itineraries. We need to support with press and social media work to drive consumer demand.
chinatraveloutbound.com Q: What trends are you seeing?
A: Half of China’s outbound travellers are 18-34 and they are affluent, better educated and more likely to speak English than their parents’ generation. They want to explore, enjoy new experiences and see something no-one else has seen. Hence the rise in Free Independent Traveller travel and experiential tourism and the move away from large group tours to visit five countries in seven days. There is a growing trend towards rural and garden tourism.
Q: What are the challenges? A: If predictions of a post-Brexit drop in the value of sterling come true, the benefit of a cheaper holiday in the UK will far outweigh any political concerns. The UK is at a disadvantage to other European countries since it is not part of Schengen, but recent cost improvements and accessibility of UK visas have been made. Another challenge is keeping up
with the fast growing market. Hotels and transport providers need to get ready to welcome Chinese
guests with Chinese speaking staff and Chinese payment options. Bad service experiences will spread quickly on Chinese social media. I am not convinced the UK has yet woken up to this market in the same way as the US or Australia. The only real threat would be
terrorism. Safety is important to the Chinese and they will be deterred from travelling following an incident.
Q: What are the opportunities?
A: China offers an opportunity for everyone. It may only take one visiting KOL to say your restaurant, attraction or hotel is ‘Wang Hong’ (super hot right now) and you could be away.
Q: What tips do you have?
A: Make sure you are listed on the major Chinese review sites, host as many travel bloggers as you can, encourage your Chinese guests to share their pictures and write reviews, offer free wifi, offer both WeChat Pay and Alipay mobile payment facilities, and, above all, give your Chinese guests the best welcome you possibly can.
travelgbi.com
November 2018 | TravelGBI 13
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