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China has already surpassed Japan to become the No.1 outbound tourism market. According to World Travel Organization, there will be 100 million Chinese travel abroad in 2020. AC Nielsen and Pacific Asia Travel Association also pointed out that the expense of Chinese outbound tourist is close to ￥21,000 ($3,300). Among all the tourism destinations, Europe is the best selling desination, Chinese spend $5,252 per person on average in Europe. The report from AC Nielsen also shows that Chinese tourists prefer luxury world brand hotels. One in three of them will choose four-star hotels and one tenth of them will choose to stay in 5-star hotels.
According to “A Study of Lodging Preferences of Chinese Outbound Tourists”, which covers Chinese tourists of group tourists, self-service tourists, all ranges of ages, different kinds of purposes, Chinese tourists for business reason and those for leisure have different ranks of priorities for hotels. Interviewees are asked to give a mark from 1 to 7 for the importance of the factor according to them.
As shown in the table, business travelers care much more about business-related service of hotels than leisure tourists. So internet access, 24h food delivery, ticket service and efficiency of service of the hotels is a must. All these factors have one thing in common: to provide convenience for business people. And convenience is more important for businessmen than normal tourists.
What needs to be noticed is that Chinese food, bath articles and telephone in bathroom are also important to Chinese businessmen. One possible reason is that Chinese business travelers need as many comfort and conveniences to make their business trips as stress free as possible. Sometimes, the desire can be so strong that they will even seek help from God or superstition. See more about Chinese seek help from Buddha.
For example, ABC reports, Major hotel brands are bending over backward to cater to the needs of the world’s most sought-after traveler: the Chinese tourist. Chinese “welcome programs” at chains like the Marriott and Hilton even address delicate cultural differences: No Chinese tour group should be placed on a floor containing the number four, which sounds like the word for death in Mandarin.
What’s also interesting is that Chinese business travelers care more about price and quality than normal tourists. Chinese business travelers had a reputation for spending money without a second thought because they are on company expenses. But since the start of anti-corruption campaign, business travelers have to consider about expense more and more.
There are only three crucial factors leisure tourists value more than business travelers. These factors are entertainment and recreation facilities, TV programs in Chinese, luggage service. All of them are about personal entertainment and relaxation which is what leisure tourists are looking for, that explains why business travelers care much less about these factors.
With these thoughts which kind of tourists do you want to attract? And what direction would your hotels like to go to capture both the business and leisure travelers.