Welcome to this week’s China Ready Now Round-Up.
With Chinese New Year almost upon us, this week’s Round-Up is here just in time for some last-minute motivation to help get your business ready to receive a bumper-load of Chinese guests.
The past week has seen a plethora of articles about Chinese independent travel, the rising number of female and young Chinese tourists, tourism-focused marketing campaigns by China’s tech giants, and a few great stories on measures being adopted by specific businesses to tap into the Chinese tourist market.
But my favourite story is this one on Accor Hotels, the hotel chain which is now the choice of accommodation for one in eight Chinese visitors to Australia. So, how did they carve out such dominance of this market?
According to their director of sales, Kate Marshall, Accor has had a dedicated Chinese guest strategy since 2011. Of all the implementations under this strategy, the two most popular things with Chinese guests are including congee on breakfast buffets and leaving welcome kits translated in Mandarin in the room. Guess what? We can help with those welcome kits!
Marshall also notes the changing trends of Chinese tourists, who are choosing higher quality hotels, staying longer, and venturing out for more experiences. “Now the young ones want a more challenging experience – they want to go back to China with a bragging experience.”
So, how can your business create these bragging experiences and communicate them to a Chinese audience? Get in touch with us for a free consultation to find out how we can help!
We hope you enjoy this week’s Round-Up.
Australia and New Zealand focus:
- Bobbie the Bear drives home road safety message to Chinese tourists in Tasmania: A purple bear and Chinese language park rangers are making life easier for Chinese visitors to Tasmania. Bobbie the Bear fronts the latest road safety campaign, on the back of growing numbers of Chinese tourists who are choosing to self-drive. See also Car Rental Market Heats Up as Chinese Tourists Embrace Self-Drive Travel.
- Hotels, tourism operators prepare for the year of the chook (paywall): As the Year of the Rooster approaches on January 28, Australia’s biggest hotel chain AccorHotels is celebrating the fact one in eight Chinese visitors to Australia now stays in one of its properties. Accor has had a dedicated strategy for Chinese guests in place since 2011, which includes Chinese-language welcome kits, which is “really paying dividends”, according to their director of sales.
- Sydney Airport and retail partners launch Chinese New Year campaign: Sydney Airport and its retail partners will mark Chinese New Year with a range of activities including performances, tailored shopping offers and decorations.
- More Chinese International Tourists from China’s Lower-Tier Cities Crave Independent Travel: The growth of independent travel from China’s lower-tier cities is outpacing that of first-tier cities, according to a report jointly conducted by Skyscanner China and UnionPay. Among other topics, the report also looks into the seasonality, gender ratios, shopping behavior, and popular airlines among Chinese independent travelers. See also More Chinese visitors abandoning tour buses and going it alone and Customised Travel: The next big thing for Chinese tourists?
- Tech Giants Borrow From ‘Pokémon GO’ For Chinese New Year Inspiration: For centuries, people across Asia have celebrated Chinese New Year by handing out red envelopes (hongbao), containing cash as a token of good luck. Now China’s technology giants are redefining this tradition for the digital age by adding a special feature to their smartphone games in hopes of attracting more users to their platforms.
- Female tourists dominate China’s outbound tourism: According to Tuniu, one of China’s largest OTAs, Chinese female tourists now outnumber male tourists, comprising 62% of outbound travelers. Chinese are also increasingly likely to travel with multiple generations, due to larger household incomes, Tuniu has also revealed that their fastest growing client group is customers under 18 years of age.
- Chinese travelers judge destinations by their cuisine before their shops: The way to Chinese travelers’ wallets may be via their stomachs.