Weekly Round-Up (6 March 2017)

Welcome to this week’s China Ready Now Round-Up.

Last week Tourism Australia released their updated traveller snapshots, highlighting a range of important information for tourism businesses keen to attract Chinese tourists. To have a read of the 1-pager, click here. These are a few of the points that jumped out at me:

  • Less than half of all trips made by Chinese tourists to Australia are with tour groups. There has been a big shift towards semi-independent and fully-independent travel in recent years
  • Forty per cent of Chinese consumers travel as a couple
  • Trip length is an average of only six nights featuring an average of three destinations – Chinese tourists move fast!
  • Chinese  account for just 3.6% of TripAdvisor sessions looking at Australia. This figure declined in 2016 by 37% year-on-year

Particularly important for Australian tourism businesses is that last point. I know you all pay attention to your TripAdvisor reviews and rankings, but TripAdvisor means nothing to Chinese tourists.

So, where are they finding out about you? Well, there are a number of Chinese-language travel websites that Chinese tourists use for research and inspiration. If you’d like to know more about them, and what your reputation is on these sites, get in touch with us for a free consultation. I’m also writing a guide to introduce a few of these websites, send me an email if you’d like a sneak peak.

We hope you enjoy this week’s Round-Up.

Australia and New Zealand focus:

  • TripAdvisor falling in use amongst Chinese tourists: The latest Tourism Australia Chinese traveller snapshot notes that China is the seventh largest international market viewing Australia on TripAdvisor, at 3.6% of all sessions. In 2016 this figure declined by 37% year-on-year. So, if you think Chinese customers are going to find you through your TripAdvisor page, think again! Read the snapshot here.
  • Trump could deliver more Chinese tourists and students for Australia (paywall): A survey of 2000 Chinese has found that 41% of respondents view America in a less positive light. 14% of those surveyed said they were less inclined to travel there and 10% were more negative on studying in the US. With Europe considered to be unsafe due to recent terrorism threats, other western destinations such as Australia and New Zealand stand to benefit from increased Chinese visits for travel and education.
  • Chinese travelers seeking ‘in-depth’ experiences book vacations to Australia: Chinese travel agencies are beginning to offer intercity travel itineraries and promote lesser-known destination gems as “Chinese travel attitudes are changing from heavily scripted sightseeing to more unique, personal experiences.”

International focus:

That’s all for this week’s Round-Up. For more updates during the week on Chinese tourism trends, follow us on Twitter or Facebook.

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