Hilton Expands Global Welcome Program for Chinese Travelers

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Hilton Huanying welcome program to Chinese Travelers

Hilton Huanying (“Welcome” in Mandarin Chinese) program for Chinese Travelers

 

Hilton has just expanded its popular Huanying program to further cater to the growing Chinese traveler market and the guests’ evolving needs. Being the first global hotel brand to introduce a customized hospitality experience for Chinese travelers in 2011, the program (“Welcome” in Mandarin Chinese) has since served over one million Chinese globetrotters.

The program will now be rolled out to participating hotels under brands including Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts and DoubleTree by Hilton, altogether totaling 110 properties worldwide in over 30 countries and 65 cities, more than double the program’s initial scope both in participating hotels and geographical coverage.

In addition to the expansion of footprint, the program also sees further fine-tuning to enhance guest experiences in three signature hospitality touch points: the arrival experience, guest room amenities and the breakfast experience.

Arrival Experience – guests will be greeted with welcome notes in Simplified Chinese upon arrival. 24-hour Mandarin interpretation service is also provided, while many properties have Mandarin-speaking staff.

Guest Room Amenities – standard amenities include tea kettles, jasmine tea, slippers and dedicated Mandarin-speaking TV channels.

Breakfast Experience – this includes Chinese favorite menu items such as congee, fried rice/noodles, dim sum selection, Chinese tea, fresh fruit and soy milk and also culinary utensils like chopsticks, Chinese spoons and a soy sauce dish.

Hilton’s expansion of the Huanying program is a direct response to the ongoing Chinese outbound travel trend which has been growing at a breathtaking pace with the number of outbound Chinese travelers expected to double from 100M in 2014 to 200M by 2020.

Equally important as a decision factor for Hilton is the importance of brand awareness, particularly to the growing segment of Chinese independent travelers who show strong affinity to globally recognized brands. The custom services implemented are a direct result of its own extensive field research and those from third parties showing the types of amenities and experiences which are important to these travelers and which contribute greater overall satisfaction with the brand. (see also 2014 Chinese International Travelers Hotel Survey)

Source: Hilton Expands Welcome Program for Chinese Travelers Globally

5 Different Online Shopping Behaviors of Chinese Travelers

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In just a few short years, the Chinese e-commerce market has grown to surpass that in the US to become the world’s biggest online retail marketplace. Nowhere was the consuming power of its citizens more fully illustrated than the recent Singles Day (Nov 11) shopfest on Alibaba’s e-commerce websites where $1 billion worth of goods was sold within the first opening 17 minutes and the total sales for the day reached $9.3 billion, an amount which eclipses the combined online sales of Black Friday and Cyber Monday in the US ($2.9 billion in 2013) by a huge margin (see China’s Consumer Power Unleashed – $9 Billion Singles Day Sales).

The emergence of this vast Chinese consumer market makes the understanding of its behavior a strategic imperative for companies and brands catering to the country’s domestic consumers as well as their outbound travelers. Though there are more similarities than differences between Chinese consumers and their Western counterparts, it pays to be aware of their differences in order to better cater to their needs.

Some of these nuances were highlighted by a recent report from Alibaba, China’s undisputed king of e-commerce with up to 80% share of the market. Although outlined within the context of the domestic market, a lot of these nuances are directly applicable to the outbound Chinese travel industry.

Online shopping adoption

Despite the much later introduction of e-commerce into China than in the West, its acceptance by Chinese consumers has been much faster. 75% of Chinese shop online weekly compared with a global average of 21%, according to a recent survey by PricewaterhouseCoopers.

In addition, mobile internet is quickly becoming the most important channel upon which online transactions are conducted. Thanks to the widespread adoption of smart phones, 75% of Chinese consumers said they have used their mobile phone to shop, compared with a global average of 43%, according to the same report. The fact that nearly half of all transactions on Alibaba’s e-commerce platform during the past Singles Day were mobile transactions is further proof of this behavior.

Understanding this behavior is all the more important for travel operators and activity providers, as a lot of activities are typically booked post arrival at the destinations. Having information and a booking mechanism which are easily accessible from a mobile device would go a long way in helping these travelers make their decisions.

Online Marketplaces over Standalone Shopping Websites

Whereas the bulk of e-commerce in the West is done on either websites established by traditional retailers or on pure-play e-commerce portals, about 90% of e-commerce is done in online marketplaces where there are thousands of virtual shops and other service providers such as delivery companies, according to the Alibaba report.

Although there might be an inherent bias in this assessment by virtue of Alibaba being the owner of many of these mega online marketplaces, the conclusion is probably not too far off the mark. In a country where counterfeit goods and consumer fraud are all too common, it would have been counter-intuitive that online shopping is as widely adopted as it has been, had it not been for the fact that the trusted brands of major e-commerce portals and built-in escrow based e-payment services provide the critical confidence boosting elements for consumers to shop there.

The same need for transactional safety is even more important for Chinese travelers contemplating an online purchase in a foreign country. Besides the well known OTAs, portals associated DMOs or formed by a collection of activity and service providers would provide the inspirational content, credibility, confidence and convenience for travelers to search for ideas and make their purchases online.

For well known destinations and established brands, standalone websites with a booking engine would also make economic sense.

Social Approval

Not only do Chinese consumers pay more attention to product recommendations from friends and online reviews, more netizens participate by posting product feedback. Combined with the high propensity for Chinese travelers to post on social media about their travels during and after the trips (see 4 Key Functions the Travel Industry Should Know about WeChat), it would not be difficult to conclude that social media presence is an indispensable pillar of engagement for hoteliers and activity providers alike.

Need More Assurance

In a similar logical vein to the low level of trust by Chinese consumers due to consumer frauds mentioned above, Chinese consumers typically demand relatively more information about the products and their vendors compared to shoppers in Western countries where consumer protection is more mature.

Good information about the service providers, the products and services they offered, logistical details, quality assurances, commonly asked questions and, ideally, customer service over the phone in their language would be a major differentiator which would help overcome the psychological barrier to conversion.

Less Emphasis on Bargain Hunting, More on Choice and Experience

While prices were the most dominant driver to shop online a few years ago, more and more Chinese consumers do so for better choice, quality and merchandise not available at local brick-and-mortar stores.

The same shift in consumer motivations is also reflected in the relative allocations of their spending while they travel overseas. Luxury travels are more common especially among FIT travelers who seek slower-paced, unique and deep experiences over the traditional whirlwind tours and shopping sprees.

 

China’s Consumer Power Unleashed – $9 Billion Singles Day Sales

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AlibabaRight from the get-go, this day was destined to go into the history books as a shock-and-awe display of China’s consumer firepower.

The $1 billion milestone of merchandise sales on Alibaba’s group of retail platforms was reached when the clock at their corporate headquarters in Hangzhou struck 12:17 am – barely 17 minutes after midnight and into the day of Nov 11, China’s Singles Day, a day turned by the same company into a 24-hour shopfest of heavily discounted online sales.

By the end of the day, their digital cash registers rang in a cool $9.3 billion (57.1 billion RMB), handily smashing last year’s record of $5.8 billion.

To help grasp the relative size of that online sales figure, Americans spent $2.9 billion on Black Friday and Cyber Monday, the largest online sales days in the US – combined.

The 11.11 (Nov 11, or more popularly referred to as Double 11 locally) Shopping Festival involved 27,000 merchants and 42,000 brands selling on Alibaba’s group of e-commerce websites including Tmall.com, Tmall Global, Taobao Marketplace and AliExpress. It also involved other components of the ecosystem created around China’s largest e-commerce merchant, including Alibaba’s own e-payment provider Alipay and a consortium of shipping and delivery companies.

Nearly half of all transactions were performed via mobile devices, according to Alibaba.

Source:

Online Shopping Binge Gets Off to a Strong Start

 

4 Key Functions the Travel Industry Should Know about WeChat

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WeChat image

Since it official launch in 2011, WeChat (better known as Weixin in its home country) has been stealing a large share of social media buzz and spotlight. Even taking into account the fact that WeChat is another creation of the 800-pound Chinese social media gorilla Tencent which commands a huge QQ messenger user base, the growth of WeChat – 600 million registered users worldwide and 438 million monthly active users (slightly below Whatsapp’s 500 million) in a span of three years – has been nothing short of phenomenal.

Behind the hype and the confusion about what WeChat is and isn’t, there are a few aspects of WeChat which we feel that hoteliers, operators, destination management organizations (DMOs) and other participants in the outbound Chinese travel market should be aware of. Knowing what it does or doesn’t do would help decide whether this social media channel should be part of the marketing arsenal targeting Chinese travelers.

By the Numbers

In order to decide whether you should consider WeChat, it is instructive to fully come to grip with mobile internet and mobile phone use as it relates to overseas Chinese travelers. Some factoids:

  • There are one billion mobile users in China.
  • With 500 million smart phone users, China is the country with the highest number of smart phone users. Annual smart phone sales in China, also the highest in the world, surpassed that of the U.S. a year or two ago.
  • Over 90% of Chinese mobile users use their phones to access the Internet.
  • Of all nationalities who post on social media about their travels during and after their trips, Chinese travelers are among the highest.
  • Over 90% of smart phone users have a registered WeChat account.

So you can really describe the importance of WeChat in three words: social media + mobility.

Or, the claim that WeChat is THE gateway to Chinese mobile internet is not too far off the mark.

Messaging App

First and foremost, WeChat is a messaging app. Similar to Whatsapp, it has a suite of functions which comes pretty much standard to messaging apps. A few interesting and unique functions include:

  • Hold To Talk – you can use WeChat like a walkie-talkie instead of typing texts. Messages are sent to the other side like voicemails.
  • Video calls – you can make video calls over WiFi or 3G networks.
  • People Nearby – this feature allows you to look around and connect to other users in the area, if they accept your connection requests.
  • Shake – it is a fun feature which, by shaking your phone, you connect with someone anywhere in the world who is also shaking his/her phone at the very moment.
  • Drift Bottle – this is another fun feature which lets you put a digital (text or video) message in a virtual bottle and let it drift in WeChat’s virtual oceans, to be picked up by someone somewhere in non-virtual time.

While there is still much ongoing debate and comparisons amongst messaging app like WeChat, Whatsapp, Line and Viper, the debate is pretty much meaningless, especially from Chinese users’ points of view. As messaging apps, they all have unique functionality and styles catering towards different user experiences. For WeChat, however, this is where the similarities with its competitors end.

As Tencent has built several key capabilities and slowly opened its API to third party developers, an ecosystem has gradually emerged around its core messaging functionality. Some of these capabilities are becoming valuable marketing and customer management tools as it relates to Chinese travelers.

Public Accounts – Marketing and CRM Channels

WeChat allows companies and brands to set up public accounts to interact with their customers and followers. One type of public accounts, called subscription accounts, is typically used by companies as a broadcast channel where company information is pushed to subscribers. Service accounts, the other type of public accounts, have more interactive capabilities allowing for a much deeper relationship with customers. Both accounts require explicit user opt-in registrations, and their messaging frequencies are limited (once a day for subscription accounts and once a week for service accounts) in order to preserve user experience.

Whereas the functionality of subscription accounts, much like the popular Weibo accounts, is limited by design and serves primarily as channels for pushing content, the rich capability of service accounts, which includes mobile e-commerce, customer service, integrated payment platform (see below) and a host of 3rd party mini-sites hosting solutions designed specifically for WeChat, makes them an ideal social CRM channel and allows a company to provide strong one-on-one personalized services to its customers.

QR Codes – Online-to-offline (OTO) Conduits

While the tech savvy and shiny-objects crowd vying for the latest NFC or iBeacon technologies might yawn at this o-so-2010 technology, the good old QR codes have their appeal in a couple of ways within the WeChat context. For one, a QR code scanner is built-in to the app and Chinese users are very used to using it due to its convenience. In China it is more common to see people meeting for the first time to connect with each other by scanning each other’s QR codes than by exchanging business cards.

Another more compelling reason is the simplicity of the technology which connects a customer from a company’s physical world to its online world. Imagine displaying a QR code at an amusement park entrance. By scanning the code, a Chinese tourist is directed to the park’s official WeChat account, and, upon subscribing to the account, becomes a follower of the park and gets instant access to all relevant information in Chinese about the park. There are no expensive IT integrations required which might or might not work with customers’ mobile devices.

Built-in Mobile Payment Platform

Designed as a direct challenge to Alibaba’s Alipay, WeChat comes with a built-in mobile payment system. From hotel and airline bookings, taxi fares and parking meters to utility bills, mass adoption is occurring from public institutions and private enterprises alike. Although the payment system only works in China for now, rest assured it won’t be long before it gets extended beyond the Chinese border, as Alipay has extended its reach to North America with its recent introduction of ePass.

All in all, WeChat opens a new marketing and customer relationship channel for businesses while at the same time further diversifying/complicating one’s choices of Chinese social media tools. How WeChat can be used in conjunction with Weibo and other social media platforms would depend on the types of service one provides within the tourism industry, a topic we will double click as we deep dive into specific aspects of WeChat in future articles.

 

Chichaku To Present At China Ready Forums In Arizona And Yukon

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Vancouver, British Columbia, Oct 23, 2014 – Chichaku Corporation will be the keynote presenter at various upcoming China Ready forums to be held in Tucson, Arizona and Whitehorse, Yukon, Canada. The forums, organized by their host Destination Management Organizations (DMO), are open to members of the DMOs and the general public.

The growth of the outbound Chinese travel market has been nothing short of phenomenal in the past decade. With over 100 million outbound travelers and a spend of $US 130 billion projected in 2014, this market is the single biggest growth market by a wide margin, and is a market no destination can ignore. A combination of language barriers, cultural preferences and differences in business practices has made it challenging for businesses to take full advantage of this opportunity, however.

Jonathon Reynolds, CEO/Publisher & Managing Editor of Chichaku, will present an executive level overview of the facts, opportunities, challenges, choice of actions and cost/benefit trade-offs so that decision makers are equipped to make informed strategic decisions to maximize the ROI for their organizations. There will be one-on-one opportunities after the presentation for individual attendees to discuss their specific needs and courses of action.

China Ready Forums Details

Tucson, Arizona
Date: Wed Nov 5, 2014 | Details and registration info

Whitehorse, Yukon
Date: Fri Nov 21, 2014 | Details and registration info

About Chichaku’s China Ready Program

The China Ready Program is designed to provide an executive level overview of the outbound Chinese market to decision makers of DMOs, hoteliers, activity providers and others in the travel industry. The goal of the program is to equip decision makers with high level information so that informed strategic decisions can be made for their organizations.

About Chichaku Corporation
Chichaku Corporation provides multilingual marketing services to destination management organizations, hoteliers and activity providers of the travel industry to help them establish and expand their presence in major growth markets such as China and other emerging countries. From China Ready Program, and translation to Chinese social media marketing, Chichaku offers a suite of services to meet strategic and budget needs of individual organizations.

Sina Introduces Weibo Tipping

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Weibo tippingIn an effort to further diversify the Weibo ecosystem or perhaps an attempt to stem the flow of user share to WeChat which has amassed over 500 million users in a few short years, Sina is introducing tipping and paid subscription functions in Weibo to provide new mechanisms for their users to monetize their content.

The tipping function, called Da-Shang in Chinese, is still in its public testing stage since August. If a reader enjoys a Weibo post, he/she has the option to tip the author by whichever amount she sees fit by clicking the tipping button. The transaction is completed using online payment system Alipay.

The concept of tipping is not new. Watching a street performer and tipping him on the way out is a common behavior practiced across many cultures. This online tipping for a virtual performance provides an additional monetization mechanism for personal media within the ‘fan economics’ framework.  The current Weibo platform provides opportunities for users to make money via ad placements and product sales posts.

So far Sina is limiting the eligibility of this functionality to verified personal accounts with less than 5 million followers and fewer than an average of 3 million views a month. The move is apparently to prevent the ‘Big V’ accounts (verified accounts with huge followings) from completely taking over the market opportunity and create some protected space for medium to small accounts to establish roots.

Whether tipping will turn out to be a killer function remains to be seen. Early results revealed that, not surprisingly, well known personalities are the first ones to take advantage of the new function. One of the top 10 contenders in a 2013 male singer contest posted a download link to his new song and reportedly collected RMB 100,000 in less than three hours and completed 8,000 paid transactions on the first day. The average tip received was RMB 17.6, nine times the owner suggested  price of RMB 2.

Another stock advisor account with a mere fan base of 3,400 showed off his record single tip of RMB 6,000. The tipping amounts vary substantially from 2,000, 600, 100, 50 to as low as 8, with the vast majority less than RMB 20, says the account owner.

The early results from Weibo’s paid subscription service, also test launched at the same time as Weibo tipping, are also quite interesting. One domestic stock advisor with an annual subscription price of RMB 2,400 claimed to receive over RMB 100,000. A similar account providing stock advisory service for the US stock market charging RMB 5,888 a year claimed to receive RMB 80,000 at the time of the report.

Sina’s latest move is perceived by some as an attempt to slow or reverse the massive shift of user activity from Weibo to WeChat. Whether this would convince the opinion leaders and social media personalities to keep Weibo as the social media platform of choice remains to be seen. As it is common for users to have both Weibo and WeChat accounts, it is expected that the same content would appear on both channels owned by the same person. It is questionable whether tipping would become a mainstream behavior when Weibo is not the exclusive channel where the content can be read.

For most users and enterprises, Weibo and WeChat serve different purposes with content marketing being one area where the two channels overlap. It is unlikely one would choose one platform to the exclusion of the other. The maturing of WeChat will provide both challenges and opportunities for businesses trying to reach out to their customers in an increasingly fragmented social media environment.

Souces: www.people.cn, Sina Finance

 

2014 Chinese International Travelers Hotel Survey

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The latest edition of the Chinese International Travel Monitor (CITM) report commissioned by Hotels.com TM contains a wealth of information on the traveling and accommodation booking habits of the Chinese outbound travelers.

Conducted during Apr/May 2014 with more than 3000 mainland Chinese residents who had paid for accommodation on an international trip as well as over 3000 of their hotel partners, the 60-page report provides valuable insights into not only the overall market but also various sub-segments, and is well worth a read in its entirety ( full report here ) especially for those who are in the trade. For those who are time challenged, here is a Readers Digest version for your light read.

Key findings

  • The rising affluence of the growing Chinese middle class will continue to drive towards higher aggregate number of outbound travelers for years to come. There is also growing confidence among these travelers, particularly the young, who have already experienced international travel and are more eager to venture beyond the tried-and-true destinations.
  • There are clear indications that Chinese travelers are moving towards independent travel (FIT) and away from group travel, particularly among the young. This is confirmed by two thirds of those surveyed who say they now prefer to travel independently and collaborated by 60% of hoteliers who experienced a boost in independent travelers in the past two years .
  • Chinese travelers are increasingly going online, particularly via mobile devices, to research and book their travels and then share their experiences via social media. Hoteliers are well advised to have a clear and executable online strategy to stay competitive in this market.

 

Background/context

97 million
traveled overseas from mainland China in 2013.

US$129 billion
total spend while traveling abroad.

618 million
internet users in China.

90%
internet users have at least one social media account.

 

Below are some stats to set the numerical context for the analysis.

  • 97 million Chinese traveled overseas in 2013. The number in the first three months of 2014 was up about 17%, leaving little doubt that the total yearly figure will surpass 100 million this year, according to Tourism Administration of China.
  • Chinese tourists spent US$ 129 billion in total in 2013, pulling significantly ahead of second place United States, according to UNWTO.
  • 618 million internet users in 2013 amounting to 45.8% overall penetration rate, 500 million of whom access the internet via mobile devices and 90% have at least one social media account, according to China Internet Network Information.
  • No more than one in five citizens have passports, hence, the potential for future growth.

Chinese traveler profile

US$ 1086
average daily spend excluding accommodation.

97%
travel for leisure, 49% for business or education.

67%
prefer to travel independently, not with a tour group.

 

Below is an overall Chinese traveler profile.

  • Mean average daily spend per day when traveling abroad, excluding accommodation: US$ 1086
  • 97% travel for leisure; 49% for business/education
  • 58% stay 2-3 nights, 28% 1 night and 11% 4-6 nights according to hotelier reports.
  • 67% prefer to travel independently, as confirmed by hoteliers surveyed indicating a low of 65% (Europe) to a high of 77% (Asia Pacific) of their Chinese guests now travel independently .

 

Companion types of Chinese traveler Types of companions of Chinese travelers

Chinese traveler lengths of stay at hotels Chinese travelers lengths of stay at individual international hotels

 

How Chinese travelers conduct hotel research

When traveling abroad, Chinese travelers are known to conduct thorough research prior to choosing their destinations, consulting almost five sources of information to help them converge on a final decision. Below is a breakdown of where they gather their research information.

Information sources used by Chinese travelers for their hotel research Information sources used by Chinese travelers for their hotel research

Booking channels

53%
book their hotels online.

17%
book using a mobile app.

12%
book using the hotel telephone.

 

Not only do Chinese travelers conduct their research online, an increasing number of them are doing their booking online as well. Again, the smart phone and its mobile apps are quickly becoming the dominant gateway to the internet.

  • 53% now book their hotels online either on a desktop or via a mobile app, either directly with the hotel or via an online travel company.
  • 17% book their hotel using mobile apps, an almost 300% increase from 2013. The percentage is even higher (22%) among those under 35 of age.
  • Booking through a travel agent has fallen slightly to 34% (20% for under-35s)
  • Only 12% book using a hotel telephone.

 

Below shows a breakdown of the types of accommodation booked by Chinese travelers based on Hotels.com’s worldwide booking data. Rounding out the top three are 3-star hotels (29%), 4-star hotels (28%) and 5-star hotels (17%).

Chinese traveler accommodation types Accommodation types booked by Chinese travelers

 

How foods influence their decisions

95%
have a meal at their hotel restaurant.

73%
rate Chinese foods among most important services offered at a hotel.

No. 2
most important activity when traveling abroad.

 

It is common knowledge that foods play a very important part of their culture for Chinese living at or traveling away from home, as evidenced in the survey results.

  • 95% have a meal at the hotel restaurant on their trip. Both travelers and hoteliers agree that restaurants are where most money is spent.
  • 73% rate the provision of Chinese specific foods as among the most important service offered at a hotel, with 37% voting for room service options and 33% for Chinese breakfast. Note also there is also a strong desire to experience local cuisine among the respondents.
  • Dining is rated the second most important activity when traveling abroad.

 

Important hotel amenities

The hotel amenities most important to Chinese travelers are room service options (57%), followed by onsite restaurant (55%). Not so much for bars (8%), however.

Most import amenities to Chinese hotel guests Hotel amenities considered most important to Chinese travelers.

Important Chinese specific products or services

The majority of the respondents say they are fairly open-minded when it comes to hotels not catering to their specific needs. However, their specific preferences are very much defined where there are choices. Below lists the top 10 most important Chinese specific products or services while staying at a hotel on an international trip, and also how these products or services stack up against their expectations.

 

Most important Service/Product Needs improvement
59% wifi Free Wifi 19%
59% Union Pay China Union Pay / Alipay 27%
50% Chinese staff In-house Mandarin speaking staff 39%
48% Chinese travel guides Translated tour guides 29%
38% Chinese hotel website Hotel website in Chinese
24%
37% Chinese room services Chinese room service options
27%
36% Chinese programs Chinese TV programs
26%
33% Chinese breakfast Chinese breakfast
23%
27% translated welcome materials Translated welcome materials 20%
25% Chinese newspapers Chinese newspapers/magazines
18%
Hotel amenities most important to Chinese guests

 

 

Below are the top five Chinese specific products or services most requested by Chinese travelers on an international trip.

Products most requested by Chinese hotel guests

Products or services most requested by Chinese hotel guests

 

Where Chinese travelers pay the most for accommodations

The following lists the top 10 average hotel prices paid by Chinese travelers in 2013 based on Hotels.com’s Chinese website.

top hotel prices paid by Chinese

Top average hotel prices paid by Chinese travelers by country

Where Chinese are top spenders on accommodations

Based on Hotels.com 2013 internal data, Chinese international travelers were the 7th highest spending nationality on hotel rooms with an average rate of US $169 per room night. They were the top spenders in Australia, Japan, the Netherlands and New Zealand.

Below is the list of countries where Chinese travelers were among the top 10 spenders on accommodations in 2013.

 

Country Position
Australia 1st
Japan 1st
Netherlands 1st
New Zealand 1st
France 2nd
Germany 3rd
Thailand 3rd
Sweden 5th
Singapore 6th
South Korea 6th
Switzerland 6th
Canada 7th
Taiwan 8th
UK 8th
Italy 9th
Denmark 10th
India 10th
Countries where Chinese are top 10 spenders on accommodations

 

The critical role of internet

48%
do their hotel research using online websites.

36%
book a hotel online.

91%
netizens have a social media account.

84%
share their experiences during and after their international trip.

 

A recurring theme of this CITM report is how critical a role internet plays in guiding a Chinese traveler’s decision on choosing accommodations prior to traveling abroad and sharing his/her experiences during and after the trip. In particular, the roles of social media and mobile phones before and after the trip cannot be underestimated. A few highlights:

  • 48% research done using online accommodation/travel websites and 47% using online review sites. These two sources are the most relied upon during the selection phase.
  • 36% use online booking method to reserve a hotel, 17% through a mobile app.
  • 59% rate free WiFi in the hotel as very important; 19% feel that need is not met.
  • 91% of Chinese netizens have at least one social media account.
  • 84% of them share their experiences on social media during and after their international trip (93% among the young).
  • 31% of those aged 35 and under share their experiences on travel review sites.

 

The chart below breaks down how Chinese travelers share their trip experiences.

How Chinese share their trip experiences

How Chinese travelers share their trip experiences

Independent traveler profile

67%
prefer to travel independently.

81%
age 35 and under prefer to travel independently.

US$ 1288
daily spend vs $679 for group tour travelers.

 

One key message from the CITM report is the growing importance of the independent travelers (FIT). The report removes any lingering doubt about the significance or maturity of this segment. The favorable attributes of this segment effectively preordains that going after this segment will be the most critical battleground for the hoteliers.

  • 67% of respondents say they prefer to make their own international travel arrangements. The preference is even more so for younger travelers (81%).
  • FIT travelers have a much higher daily spend (US $1288) compared to group tour travelers ($US 679)
  • They take longer trips (1.5 vs 1.3 week) than group tour travelers.
  • Their trip decisions are influenced by: 19% online review sites, 15% friends and families, 15% online accommodation sites.

There are also different nuances amongst other segments covered by the report, including the under-35s, business travelers, female travelers and shoppers, a topic which will be covered in more detail in future articles. Stay tuned.

 

BRIC Countries Dominated 2013 Outbound Tourism Growth

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Chinese taste for outbound travels continued to grow unabated in 2013 with a whopping 26% increase of $27 billion over the previous year. With 98 million outbound trips and a total spend of US$129 billion, the Chinese consolidated its top dog position, a position they took in 2012, and significantly pulled ahead of Germany ($86.9 billion) and the U.S. ($86.2 billion) which occupied second and third place, according to the United Nations World Tourism Organization (UNWTO).

 

Top tourism spending countries in 2013
Date source:  UNTWO

Chinese tourism spending increased almost tenfold in 13 years since 2000.

Besides China, the emerging countries of Russia and Brazil also took the spotlights on outbound tourism in 2013. The three countries accounted for $40 billion of the $81 billion in total international tourism expenditure growth during last year. Russia edged out the U.K. to take over fourth spot, following a 25% growth to $54 billion. Brazil entered top 10 for the first time on the back of a 13% increase to $25 billion.

(Click to see larger image)

Top tourism spending countries since 2009

Data source: UNWTO

European countries further expedite visa applications

More Chinese tourists are expected in Europe in 2014 as country after country tries to simplify the visa application process for Chinese tourists. 3.47 million Chinese tourists visited Europe in 2013, a 11% increase over 2012.

For example, France, already the top destination among Chinese tourists, slashes the travel document processing time from 10 days to 48 hours and further relaxes where travelers need to go to apply for their visas. The U.K., Belgium and Italy are among other European countries working hard to streamline their visa application processes for Chinese tourists.

FIT travel continued to expand among travelers

2013 witnessed further evidence that FIT travels are increasingly popular for Chinese travelers as they spread out from the most popular tier one destinations, cut down the number of destinations during one’s trip, spend more time in a single destination, and diving deeper into the local cultures.

Theme based tours such as wine tasting events, chateau visits, shopping sprees and honeymoon trips are very popular. In France, for example, it is not uncommon for Chinese visitors to spend one or two weeks in a chateau or a local village.

This evolution in Chinese travel preferences is not surprising, as it follows a very similar trajectory as the ones of the Japanese in the 1980s and Koreans at the turn of the century. The only surprise is the relatively short time it has taken for this trend to unfold and the magnitude of the change compared to the experience from the other two Asian countries.

Sources: UNWTO, Hotel-Online.com, Areppim.com

Chichaku connects investors with region seeking development

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Vancouver, British Columbia, May 26, 2014 – Through its involvement in promoting their local tourist destinations, Chichaku was pleased to be instrumental in linking the Parksville Regional Chamber of Commerce and the district’s school board with Chinese investors interested in helping realize their strategic economic development goals for the region.

Located on the east coast of Vancouver Island, British Columbia, the Parksville and Qualicum Beach area is a tourist destination famous for its sandy beaches and breathtaking sceneries. In its strategic plan, the region plans to diversify its economy and develop a local ‘green’ industry producing high value services and provide high paying jobs.

Chichaku has been collaborating with Parksville Qualicum Beach Tourism and the regional Chamber of Commerce in its effort to promote the destination to Chinese tourists from mainland China and, more importantly, the Metro Vancouver region (see Tourists In Your Own Backyard). Through this working relationship, Chichaku had the opportunity to explore with the Chamber on how to realize its strategic vision on economic development for the region.

One thing leads to another, as the saying goes, and the result was a vision centering on the education and promotion of sustainability and resiliency in city designs, anchored by a local foundation which aims to turn Parksville into an international center of excellence in sustainability.

Details still need to be ironed out, but the plan involves the formation of a foundation focused on sustainability and an international academy. The academy will provide language and professional training for both domestic and overseas students from all over the world. WEtegrity, an investment company formed by domestic Chinese investors, will provide initial funding to the foundation and Academy and raise funds for future projects from domestic and overseas investors.

In the coming months, all parties will be working with the district school board to set up a unique public-private partnership which aims to provide long term benefits to both the region and investors.

 

What the latest Google Room 77 deal means for hotels

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In a move to foray further into the hotel booking business, Google just announced a licensing deal with Room 77, a hotel booking platform which aggregates rates from major online travel agents (OTAs) including Orbitz, Kayak, Expedia and Priceline and allows users to book from those sites or through Room 77.

This latest deal is one in a series of efforts by Google to make itself a serious player in the travel booking industry. Steps taken by Google in the past include its US $770 million acquisition of travel software company ITA several years ago, the introduction of its own Flight Explore and Hotel Finder and the inclusion of Zagat ratings and pricing information in Hotel Finder. Despite such efforts, Google has yet to make a serious dent into the competitive hotel booking business.

That might change. The Room 77 licensing agreement would allow the search engine giant to benefit from not only the extensive hotel database from Room 77 but also its ability to provide in-depth details on specific hotel rooms including the size, layout and amenities inside the rooms.

With the Room 77 addition to its arsenal, Google aims to provide a richer search experience while at the same time getting itself much more closely integrated into the booking process. Google’s move would potentially put itself in competition with the major OTAs which, ironically, are also Google’s biggest advertisers.

What would the new Google hotel search look like?

To see the current Google hotel search features and what they might look like after the Room 77 software has been integrated, let’s use a search on “Los Angeles hotels” as an example.

downtown LA Google hotel search

At the top of the search results are the sponsored ads followed by the top search results – Trip Advisors and Expedia in this case. Below them is a list of downtown L.A. hotels surfed up by Google, each of which comes with Google reviews and a room price. Mousing over the room price would cause the detailed hotel info to appear in the right hand column, and clicking the same room price would result in a popup/dropdown containing check-in and check-out date input fields and a set of links from booking sites. More importantly, it also includes a link to the website of the hotel itself.

What it means to hotel operators

By further integrating reviews, room rates and booking details into their search results, Google is trying to carve out a bigger role for itself in travelers’ searching and planning for accommodations. By making a more visible path for travelers to book through the hotels’ websites directly, it is providing hoteliers a smoother booking path as an additional alternative to the traditional online booking sites which charge commission of up to 25%.

Hotel operators might want to re-evaluate their Google click ads strategy as the integration of travel search and hotel booking further develops as a result of the Room 77 deal.

Thanks to Google’s effort in bringing hotels closer to their potential booking customers through its search engine, it is also imperative upon hotel operators to strengthen ways to engage potential customers whose preferred language is not English.

downtown Vancouver Google hotel search in Chinese

As an example, a search on “Vancouver downtown hotels” in Chinese shows Shangri-la Hotel prominently, even higher than booking site heavyweights such as Agoda, Trip Advisor/Daodao and Booking.com.  Again, displayed also on the first page is the list of downtown hotels by Google.  From there, clicking through to the hotel website with a choice of the visitors’ language would substantially enhance their experience and the chance of closing the deal for the hotel.

By the numbers

Below are some context background data.

  • Lodging revenue was US $208 billion in the U.S. in 2010, according to the U.S. Commerce Department. An estimated 31% of U.S. hotel reservations were made online (PhoCusWright).
  • The top 5 search sites on Google Adwords in the travel category are, in order, Kayak, Priceline, Orbitz, Trip Advisor and Cheapoair.
  • Priceline Group and Expedia will likely spend $1.5 and $1 billion, respectively, on Google advertising, together accounting for up to 5% of Google’s ad revenue in 2014, according to RBC Capital Markets.

 

Sources: Wall Street Journal, Search Engine Land, Google Inside Search

 

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