Roy Graff, from ChinaContact, starts a monthly column looking at how how to take advantage of one of the fastest growing markets – the Chinese traveller.
"The Travel Distribution Summit Asia has just concluded in Singapore, with a special focus on China. Two panel discussions and a dedicated China workshop provided a wealth of expertise on the Chinese travellers and how best to attract them.
If last year I still heard companies asking if they should seriously be looking at the Chinese market, happily this year the questions were more focused on what is the best way to reach the Chinese customers? Traditional marketing? Search? Social media? Mobile?
The answer, of course, would be different for each destination or company.
Last month I wrote about the need for more education to the Chinese outbound travellers and to better manage their expectations, in order to avoid disappointment or worse. And indeed this month, we have seen reports of Chinese tourists misbehaving abroad and Chinese government statements about the need to be on your best behaviour while travelling internationally (and domestically).
To really get to grips with what is at stake, both the benefits and dangers of booming Chinese tourism, in October I will be leading an educational tour to Western China to learn about China’s next wave of tourists – those coming from second, third tier cities and the tourists that are busy exploring their own country before venturing abroad.
If you have a chance to be in London this July, check out the China Edge consumer retail conference taking place at the May Fair hotel July 3 and sponsored by Elle Magazine. Anyone involved in hospitality that wants to attract high net worth Chinese customers should not miss this event."
