China National Day started on 1 October and with it one of the busiest travelling period in China, the first Golden Week after the summer break. Our research indicates that the largest contingency of travellers, group travel from China, while still growing in double digits, is outpaced by the growth of independent or semi-independent sophisticated travellers. Overseas destinations and businesses from the tourism sector should adapt to welcome this lucrative segment of the Chinese outbound travel market.
Strategies that companies employ for exposing hospitality or retail brands to Chinese are many, including working through the travel trade in China or at the destination, advertising outdoors, in print or online, using social media and, somewhat controversially, paying sales commissions.
Whether looking to sell to the independent Chinese visitor, it is important for a brand to directly reach the consumers and influence their booking and purchasing decision in advance, as Chinese are generally meticulous planners and researchers. This does not mean no trade interaction, it means working on both B2B and B2C channels to maximise exposure and stimulate demand.
World Travel Market will take place week of 3 November in London. On 4 November, Tuesday there will be a China focused session where I will be one of the speakers. The event is free to register for on the WTM website, but spaces are limited.
On 5 November, Wednesday, I will be running a China Edge special workshop on the independent Chinese traveller, limited to 50 people.
The workshop will cover consumer insights, marketing through offline events and social media and a panel with a Chinese social media expert, luxury marketing specialist and a Chinese high net worth traveller.
Normal tickets are �150 for the 2.5 hour workshop including coffee/tea and refreshments. As a newsletter subscriber you can receive a 30% discount.
If you would like to attend please email info@chinaedge.co.uk to save you a place and receive your booking discount code.
Please advise your preference of morning (08:30-11:00) or afternoon (16:00-18:30).
Hope to see you at WTM or at another event.
Roy
