WTM: How to attract the new Chinese traveller
The emergence of a new type of Chinese traveller more interested in a quality travel experience than following the crowd on group tours is an opportunity for travel providers.
China Outbound Tourism Research Institute director Wolfgang Georg Arlt said the new type of tourist is far more likely to be interested in niche product than before.
Speaking at WTM, he said, “Now, for the first time, you have a chance to get hold of extra Chinese customers who might be more interested in your product if you package it right and sell it right.â€
Arlt said the new consumers were emerging as a result of the country’s increasing wealth with many now simply wanting to relax, have an enjoyable experience and do things like shopping rather than simply join large groups of sightseers.
Dragon Trail co-founder and president Jens Thraenhart agreed, adding, “Chinese consumers are being moved towards an experience-based model rather than a price-based model.â€
Arlt added the new tourist would be far more resilient should the Chinese economy crash which is expected, largely because of its ongoing property boom.
Thraenhart added with 80 percent of outbound Chinese travellers researching their trips online, it is vital for travel companies wishing to be taken serious in the market to have a Chinese-friendly website with Chinese text.
Thraenhart said companies must also consider mobile technology and micro blog to develop a multi-channel marketing plan to target the market.
European Tour Operators Association executive director Tom Jenkins said the Chinese market was a strong one, he warned of their negotiating skills.
He said in 2003 his members were able to charge an average of €71 per person per day but this had been driven down to €48 in 2011.
“Those guys know how to negotiate and they know how to negotiate like nobody else does,†he added.
Ian Jarrett
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