2030, it’s not too far away anymore. Can you believe that by this time, 49% of all passenger traffic will be in the Asia-Pacific region, according to TripAdvisor. That’s virtually half the world’s traffic in one big area. The world is a big place and for this quantity of traffic to be so concentrated in a relatively small area, when compared to the entirety of the whole Earth, is quite mind-boggling.
APAC travel boom, with China in particular
More than 50% of the growth in global traffic will come from the APAC area. With Asia’s population becoming increasingly wealthy, more and more from this enormous pool of people will be able to afford flights and travel around the world, thus leading to a probable boom in demand for airlines, hotels and travel companies.
Travellers from China will account for the lion’s share of this growth—and about 40% of Asian outbound (international) travellers by 2030. Within the same time frame, China will likely overtake the US as the largest domestic-travel market in the world.
China’s travel market
China’s travel market is growing at around 11% per annum, but fierce competition between major international brands and fast growing Chinese challengers gives the customer the power, and ability to get the best deal. China’s airlines face an especially tough fight against the exceedingly quick and efficient trains and highways
Strategies for companies in China to gain custom:
1. Segment your Market
By breaking the market down into smaller segments, and finding groups who possess the desired characteristics, companies will find it easier to target the said customers, as they share certain characteristics and opinions, and will respond similarly to each other. This could be a good strategy for success.
2. Anticipate new, high-volume destinations
According to TripAdvisor, of the website’s unique visitors in July and August 2013 who researched outbound destinations, 12% researched Hong Kong and Macau, 44% researched other Asian destinations, and 44% researched destinations outside of Asia. Paris, Rome, London, and New York were among the most frequently researched destinations, may see a sharp uptake in Chinese visitors.
In China, interest in outdoor and adventure destinations such as Nairobi and the Serengeti National Park more than tripled in the past year, proving that Chinese people are becoming more adventurous with their holiday choices.
3. Target the smaller cities
According to 2013 data from TripAdvisor China’s website, more than 70% of unique site visitors researching outbound destinations lived outside tier 1 cities. The traffic from these less well-known regions is growing two to three times faster than that of visitors from the tier 1 cities.
4. Cater to the Chinese travellers’ needs
A personalised service that caters to your wants and needs is more likely to receive repeat custom. This is the key to gaining loyal Chinese customers. Young Chinese customers want to be able to be spontaneous with their holiday choices, and thus companies must adapt.
5. Globalising or localising your company
It is clear that Chinese customers value high quality productrs, but they will generally not just buy a luxury good just for it’s brand name. Therefore, a company must be consistent in the way it presents the brand: Chinese travellers value authenticity, which they associate with a consistent brand presentation. more information here
6. Be creative
Companies must find innovative ways to market to customers, who are being increasingly exposed to Western culture. Some travel companies are now utilising celebrity endorsements to their advantage to gain customers. Once news spreads about a brand via social media, this can be worth a lot of money through pay-per-click advertising, and traffic will likely increase for websites discussed on social media.
7. Know your distribution options
China has many legal and regulatory constraints, thus companies must be creative in the way they target customers. Chinese consumers continue to emphasize that they trust recommendations from people they know, as well as online opinions, more than corporate marketing messages.
Online travel agencies will soon become the primary research and purchase channel for hotels and airline tickets.
8. Join forces to win, but choose your partners wisely
Bringing about a joint venture will combine knowledge, experience and financial clout. As long as there isn’t a heated rivalry between the firms and they both have each other’s best interests at heart, this can be a very strong strategy for 2 firms trying to get a stranglehold in the market.
9. Invest for the future, but keep your options open
Short-sightedness in the business environment can be the pitfall of many companies. Firms must invest for the future and fully understand their market in order to be successful in the long-term. Having said that, contingency planning is essential to be prepared for unforeseen circumstances. This will help companies to remain focussed on the job in hand, but also make them aware of the opportunities and threats which may be just around the corner.
Use Digital Marketing to catch final consumers and Chinese travel Agencies.
90% of travellers in China use Internet to search information before going to holiday, it is THE CHANNEL to get qualifed visitors. more information in this article. .
More information about Tourism in China :
- Everything about Chinese travellers
- Opportunities in Chinese travel Market
- How to catch Chinese high end consumers
- Why UK is an attractive destination for Chinese tourists
— chinese tourist (@TouristChinese) 11 Septembre 2015