Attracting China
Attracting China February 4th, 2014
Evan Saunders CEO and Co-Founder, Attract China [email protected] www.AttractChina.com
In 2012, 83m Chinese traveled abroad.
…Every Home Game for the next 35 Seasons
$102,000,000,000
Countries with less GDP than the annual holiday spend by Chinese Tourists
2012 Numbers
• Boston: $298,601,100 spent by Chinese in 2012
- www.bostonusa.com
According to the Hotels.com Chinese International Travel Monitor 2012 report
“59 percent of Chinese tourists traveling to the US in the past year were designated independent travelers.”
According to the Financial Times August 2013 report
“Today, about 70% of Chinese tourists travel independently…”
70% of Chinese tourists designated independent.
The Dilemma?
Imagine a country with over 700 million internet users and no Google, Youtube, Facebook or Twitter; this is China.
Google Analytics – 100% FREE
Your Audience
Your Audience
Your Target Market
Student Travel
Independent vs Group: Where They Differ • Researching Cities and Hotels • How a Destination Attracts – Price Points – Unique Offerings – Selling Points
• Booking Hotels, Restaurants, and Travel • City Sightseeing and Transportation – Researching – Getting around
• Restaurants – Chinese vs American Dining
The Independent Chinese Average Length of Annual Vacation %
2012
2011
2010
Less than ten
21
27
27
10-20 days
32
38
36
21-30 days
16
34
36
*January – February = 16% of all travel in 2012
*May – October = 60% of all travel in 2012
Data Source: ILTM Outbound Travel Agency Survey 2012
Online: Booking and Research 70% of Chinese citizens find hotels using the internet. - Data Center of China Internet
As of 2013, only 8% of American adults online use Twitter. In China, 55% of adults online use Weibo. - Pew Research Center
The Independent Chinese - Hotels Most Important Factors When Choosing a Hotel 59%
Brand Reputation Location
56% 48%
Transportation Service
41%
Star Rating System
32% 25%
View Room size
23%
Facility
20%
Catering
20%
Price
20%
Data source: Hurun White Paper on Chinese Luxury Travel Market Special Survey 2012
Is Your Website Blocked?
Is Your Website Blocked?
Chinese vs American Website
TripAdvisor in China: DaoDao
How Independent Chinese Research
Checking Results on Baidu Yourself
The First Results – Booking vs Research
The OTAs of China - CTrip
OTAs in China • Not all OTAs service every destination • All OTAs are expanding their reach • Pull rooms information from other OTAs
• There are more OTAs in development
Social Media in China
Weibo RenRen Youku QQ Weixin
Weibo Looks Like Twitter: Search
Key Opinion Leader (KOL) on Weibo
Is Your Brand Chinese Friendly?
English Tagline: It’s Better on the Water Chinese Tagline: Being Close to the Water is Irresistible 临水为上 (Lín shu wéi shàng)
… Making it Easy: XYD
… Making it Easy: XYD
Your Target Market
The Time is Now
Is Your Destination Ready to Attract China? [email protected] www.AttractChina.com
Evan Saunders CEO and Co-Founder, Attract China [email protected] www.AttractChina.com
In 2012, 83m Chinese traveled abroad.
…Every Home Game for the next 35 Seasons
$102,000,000,000
Countries with less GDP than the annual holiday spend by Chinese Tourists
2012 Numbers
• Boston: $298,601,100 spent by Chinese in 2012
- www.bostonusa.com
According to the Hotels.com Chinese International Travel Monitor 2012 report
“59 percent of Chinese tourists traveling to the US in the past year were designated independent travelers.”
According to the Financial Times August 2013 report
“Today, about 70% of Chinese tourists travel independently…”
70% of Chinese tourists designated independent.
The Dilemma?
Imagine a country with over 700 million internet users and no Google, Youtube, Facebook or Twitter; this is China.
Google Analytics – 100% FREE
Your Audience
Your Audience
Your Target Market
Student Travel
Independent vs Group: Where They Differ • Researching Cities and Hotels • How a Destination Attracts – Price Points – Unique Offerings – Selling Points
• Booking Hotels, Restaurants, and Travel • City Sightseeing and Transportation – Researching – Getting around
• Restaurants – Chinese vs American Dining
The Independent Chinese Average Length of Annual Vacation %
2012
2011
2010
Less than ten
21
27
27
10-20 days
32
38
36
21-30 days
16
34
36
*January – February = 16% of all travel in 2012
*May – October = 60% of all travel in 2012
Data Source: ILTM Outbound Travel Agency Survey 2012
Online: Booking and Research 70% of Chinese citizens find hotels using the internet. - Data Center of China Internet
As of 2013, only 8% of American adults online use Twitter. In China, 55% of adults online use Weibo. - Pew Research Center
The Independent Chinese - Hotels Most Important Factors When Choosing a Hotel 59%
Brand Reputation Location
56% 48%
Transportation Service
41%
Star Rating System
32% 25%
View Room size
23%
Facility
20%
Catering
20%
Price
20%
Data source: Hurun White Paper on Chinese Luxury Travel Market Special Survey 2012
Is Your Website Blocked?
Is Your Website Blocked?
Chinese vs American Website
TripAdvisor in China: DaoDao
How Independent Chinese Research
Checking Results on Baidu Yourself
The First Results – Booking vs Research
The OTAs of China - CTrip
OTAs in China • Not all OTAs service every destination • All OTAs are expanding their reach • Pull rooms information from other OTAs
• There are more OTAs in development
Social Media in China
Weibo RenRen Youku QQ Weixin
Weibo Looks Like Twitter: Search
Key Opinion Leader (KOL) on Weibo
Is Your Brand Chinese Friendly?
English Tagline: It’s Better on the Water Chinese Tagline: Being Close to the Water is Irresistible 临水为上 (Lín shu wéi shàng)
… Making it Easy: XYD
… Making it Easy: XYD
Your Target Market
The Time is Now
Is Your Destination Ready to Attract China? [email protected] www.AttractChina.com
