Chines?e._ International . . . . . . . . . . . . . . Monitor 2014 Hotetsloom' Introduction This is the third edition of the Hotels.com™ Chinese International Travel Monitor (CITM) which examines in some detail the phenomenon of the huge growth in outbound tourism by mainland Chinese travellers and its impact on the global travel industry. It analyses research taken directly from both Chinese international travellers and hoteliers worldwide, combined with Hotels.com own proprietary data and other research. For the travellers’ survey, For the opinion of hoteliers, Hotels.com commissioned TNS, a Hotels.com carried out a global world leader in market research, global survey of more than 3,000 market information and business Hotels.com hotel partners during analysis, to conduct a research May 2014. Responses were received study amongst Chinese residents from Argentina, Australia, Brazil, in mainland China who had paid for Canada, Colombia, Denmark, Finland, accommodation on an international France, Germany, Hong Kong, India, trip at least once in the past five years. Ireland, Italy, Japan, Mexico, the The research was conducted online Netherlands, New Zealand, Norway, during April/May 2014 using an online Russia, Singapore, South Korea, methodology, with a sample of 3,000 Spain, Sweden, Switzerland, Taiwan, eligible respondents across China. Thailand, the UK and the USA. demographics such as age, gender Figures on different aspects of and region to ensure a representative spending, including prices paid sample that would allow analysis for hotel rooms, are quoted in of sub-groups. The questionnaire Chinese Renminbi (RMB) and covered topics including, but not their US dollar equivalent, with limited to, travel behaviour, booking the relevant currency conversion methods and accommodation choices. date recorded in the footnotes. Introduction Minimum thresholds were set on key 1 41.1.1 .1 motlnge? Sydney, i aka I. "i . yinChrist the Redeemer, Rio de Janeiro, Brazil Contents Introduction 1 Foreword 4 1. Market overview 6 2. Profile of the Chinese traveller 8 3. Booking trends 12 4. Accommodation choices 14 5. Hotel hotspots 16 6. Service tips 18 7. Where to go 22 8. How to choose 26 9. Spending power 28 10. What to do 30 11. The online bias 32 12. A closer look at traveller profiles 34 13. Hotel case studies 42 14. Country initiatives targeting Chinese outbound visitors 48 About Hotels.com 58 3 Foreword Welcome to the third Hotels.com Chinese Technology has become another compelling International Travel Monitor (CITM), where factor as more and more Chinese travellers we examine the impact of the accelerated go online, particularly via mobile devices, to growth in outbound tourism from mainland research and book their travel and then share China and the response by the global hotel their photos and experiences via social media. industry to this rapidly developing trend. There is also a growing confidence shown by In the three years since we began producing these new travellers, particularly amongst the this report, Chinese international tourism young. Hoteliers around the world report on the has truly become a hot topic and an accepted fact that their Chinese guests are more self- phenomenon in the travel industry. Many assured and worldly-wise, with improved linguistic countries and businesses have woken up to skills, either in the local language or in English. the potential in this new market and are now competing amongst themselves to attract This is also confirmed by the fact that two-thirds of increasingly wealthy Chinese travellers to their the Chinese consumers questioned say that they shores. No-one wants to be left behind when it now prefer to travel independently and more than comes to this burgeoning group of travellers. 60 per cent of hoteliers have seen a boost in the number of independent travellers in the last two What is very apparent from this year’s report is years. This is a clear indication of the move away that the overall trajectory concerning Chinese from the previous preference for group travel. international travellers continues apace, whether in terms of the aggregate numbers The forward momentum continues to gather pace travelling outbound from China, the move to but there are still some inhibitors to growth. Still more independent travel, overall spending one in four Chinese travellers cite visa issues patterns or the increased use of the internet. The as something that would definitely stop them rising affluence of the growing middle class with visiting a destination. The lack of nonstop air higher disposable incomes, a move towards services across the Pacific to Latin America is longer holidays in China, the upward trend in the dampening the appeal of that continent for further numbers of repeat travellers, more relaxed visa exploration. In addition, the Chinese continue conditions and improved local infrastructure to rank safety as the number one factor when it are all dovetailing to expedite this growth. comes to choosing a travel destination. Therefore places with political tensions can see a temporary For the first time since we researched this issue decline in interest from the Chinese market. Foreword three years ago, more than half of the hoteliers 4 surveyed say that they had seen an increase in This year’s report is more in-depth than before and the number of Chinese guests in the previous contains a wealth of information which we hope 12 months while 36 per cent of hoteliers believe will prove useful to the travel industry, government that the influx of Chinese tourists is one of officials, analysts, the media and, indeed, to the the factors that will have the most impact on Chinese travel consumer. We welcome your their business in the next 12-24 months. thoughts and look forward to hearing from you. If? . I Tl Vice President and Abhiram Managing Director APAC of the Hotels.com brand 1. Market overview The figures surrounding the growth of the 26.4 million, an increase of 17 per cent, Chinese outbound market are impressive compared with the same period in 2013. enough but, with a population of over 1.36 billion1, no more than five per cent of In terms of spending overseas, China took whom have passports, the potential for over at the top of the list in 2012 and, in 2013, future growth is extraordinary. extended its lead, increasing expenditure by US$27 billion to a record US$129 billion, According to the Chinese National Bureau of according to the UNWTO (the United Nations Statistics report, per capita disposable income World Tourism Organisation), widening the gap in China grew 10.9 percent in 2013, compared between the United States in second place. with 2012, to 18,311 RMB (US$2,993) in 2013. Amongst China’s urban residents, disposable CITM research shows that online is a priority income rose 9.7 percent annually to for Chinese travellers during all stages of 26,955 RMB (US$4,406) in 2013, compared their holiday, whether planning, booking with 8,896 RMB (US$1,454) in the rural or travelling. Internet penetration in China population, recording a 12.4 per cent increase. 2 climbed to 45.8 percent at the end of last year from 42.1 percent in 2012. China ended In 2013, 97 million Chinese tourists travelled the year with 618 million internet users with abroad, up 14 million on 2012, according 500 million accessing it via a mobile device4, to figures from the Tourism Administration according to the China Internet Network of China, who also predict that this figure Information. More than 90 per cent of internet will pass the 100 million mark in 2014 . The users reportedly have a social media account. 3 number of Chinese outbound travellers in the first three months of 2014 was estimated Infrastructure improvements are also by the Chinese Tourism Academy as contributing to the growth. According to the Percentage of growth in the number of Chinese travellers, as reported by hoteliers 38% Market overview 18% 6 6% 1%-10% 11%-25% 26%-50% Chinese government’s current five-year plan, in 2013. At a regional level, increases are the total number of airports in the country across the board. For APAC, this figure is is due to expand from 175 in 2010 to 230 in much higher at 74 per cent (up from 61 per 2015. Last year, Boeing supplied a record cent last year), with North America on 54 per 143 aircraft to Chinese carriers, including cent (up from 47 per cent), Europe on 43 per 14 long-range 787 Dreamliners, while cent (up from 36 per cent) and Latin America Airbus SAS delivered 133 planes, more on 30 per cent (up from 27 per cent). than 20 per cent of its global deliveries . 5 International airlines also continue to Thirty per cent say they have experienced add new services to the country. growth of more than 10 per cent, up from 24 per cent in 2013, with this figure rising to In October 2013, the Chinese government 49 per cent in APAC, up from 35 per cent. of the products included in the package increase of 1-10 per cent in the next three years, price and prohibiting outbound package 30 per cent say 11-25 per cent, and a further groups travelling on what the government 17 per cent believe it will be 26-50 per cent. In considers unreasonably low prices. This Europe, these equivalent figures are 44 per has had the general effect of increasing the cent, 28 per cent and 12 per cent respectively. upfront cost of tour package prices, quite Asian hoteliers are the most bullish as considerably in some cases, and has had 14 per cent predict growth of 51-100+ per cent. an initial impact on sales but some industry leaders, such as the Changi Airport Group, Globally, 12 per cent of hoteliers say that have said that they do not expect the new Chinese travellers now account for as much travel regulations to have a lasting negative as 6-10 per cent of their business. APAC impact on the numbers travelling, particularly takes the lead with 18 per cent, followed by as the independent market is now so robust. North America on 16 per cent, Europe on eight What hoteliers say For a further 54 per cent, the proportion is In the global hoteliers’ survey, results show 1-5 per cent so, for two-thirds of the hoteliers that the growth in the number of Chinese globally, Chinese travellers now account guests continued. More than half (53 per cent) for up to 10 per cent of their business. of respondents say they have experienced an increase in Chinese guests to their property over last year, up from 45 per cent 3% 1% 2% 51%-75% 76%-100% More than 100% 1 Source: National Bureau of Statistics of China Population Clock per cent and Latin America on six per cent. 5 Source: http://europe.chinadaily.com.cn/business/2014-01/23/content_17253858.htm market. Globally, 35 per cent expect an 4 Source: http://thenextweb.com/asia/2014/01/16/chinas-internet-population-numbered-618m-end-2013-81-connecting-via-mobile/ Hoteliers are still confident that this is a growing tourists, requiring increased transparency 3 Source: http://www.chinadaily.com.cn/china/2014-01/09/content_17224806.htm fairer trading between travel agencies and 2 Source: http://www.shanghaidaily.com/business/economy/Per-capita-income-grows-81-in-2013/shdaily.shtml introduced new group travel regulations for 7 2. Profile of the Chinese traveller This chapter examines the profile of the average Chinese traveller by looking at the reasons for their international travel, the length of their trip, whether they prefer to travel independently or as part of an organised group, their preferred travel companions, the most popular travel times and how much they spend. On average, Chinese international travellers are Chinese travellers do spend considerable taking more trips abroad now than ever before. amounts when travelling abroad. Fifteen The figure for 2014 is 4.67 times in the past five per cent say that their average daily spend, years, compared with 3.53 trips in 2013. excluding accommodation, is more than 10,000 RMB (US$1,6196), with two per cent The CITM shows that China’s international of these spending more than 50,000 RMB travellers are still amongst the wealthier (US$8,0956). At the lower end of the scale, of China’s citizens with an average annual 36 per cent of travellers questioned spend household income of 245,729 RMB between 500 RMB and 2,000 RMB (US$39,7846), compared with the Chinese (US$81-US$3246) a day with a further 28 per population average of 49,920 RMB cent using between 2,001 RMB and 5,000 (US$8,0827) in 2013. However, 21 per cent of RMB (US$324-US$8106) daily. these travellers have a household income of less than 100,000 RMB (US$16,1906) per year. The mean average spend per day when travelling abroad, excluding accommodation, is 6,707 RMB (US$1,0866). Profile of the Chinese traveller Reasons for travelling abroad 8 49% Business / Education 97% Leisure Reasons for travel Length of stay Nearly all of China’s international travellers Chinese travellers say that they typically have been abroad for leisure reasons (97 per spend between one to two weeks (51 per cent) cent), while half (49 per cent) have visited other away when travelling internationally. Trips countries for business or education purposes. to see friends and relatives or for education As stated earlier, they are also travelling reasons are the longest in length (1.6 weeks more frequently as the average number of on average), while leisure trips are generally trips taken has risen for both business and shorter (1.4 weeks on average). Under a leisure. While leisure travellers tend to take strategic tourism plan launched in 2013, the trips abroad more frequently than business Chinese government is encouraging more of its trips (an average 4.67 leisure trips in the past citizens to take holidays by reinforcing existing five years compared to 4.07 for business), regulations covering paid leave which could the gap between the two has closed. impact how long travellers are able to stay away in future. Hoteliers report that, in general, 22 per cent of their Chinese guests combine business and Hoteliers report that Chinese guests tend to leisure, two percentage points higher than stay between 2-3 nights (58 per cent) with a 12 months ago. This figure rises to 30 per cent further 28 per cent staying one night and just amongst North American hotels, up from 24 per 11 per cent prolonging their visit to 4-6 nights, cent, and drops to 17 per cent in APAC. showing that Chinese travellers do visit more 6 Exchange rate taken on 25th April 2014 7 Exchange rate taken on 26th May, 2013 than one destination during their trips abroad. 9 Travelling companions Independent or group? Travelling with a partner and children In a trend first identified in the CITM in 2012, (54 per cent) or other family members a growing number of Chinese international (46 per cent) remain the most popular options travellers (67 per cent –v– 62 per cent in 2013) amongst Chinese international travellers, say that they prefer to make their own travel with friends (45 per cent) in third place. arrangements when travelling abroad, rather than joining an organised group, a growth of Eighteen per cent of hoteliers report that five percentage points over 2013. they had seen an increase in the number of Chinese travellers staying in their properties This development is reflected by hoteliers who with family members and 17 per cent with say that 71 per cent of their Chinese guests friends while another 14 per cent state that now travel independently, up one percentage both business travellers and those travelling point on last year. However, there is a marked without children are also on the increase. geographical split with hoteliers in APAC reporting this figure as 77 per cent, with 75 per cent in Latin America, 72 per cent in North America and 65 per cent in Europe. Profile of the Chinese traveller Travelling companions 10 Partner / Spouse with Children Family members 54% 46% When to travel Hoteliers report that the busiest times for Chinese guests in their properties are in February at the time of the Spring Festival (Chinese New Year) and around the Labour Day holiday in May. Other popular months are April and July. Friends Partner / Spouse without Children Alone 45% 26% 16% 3. Booking trends This chapter examines how Chinese international travellers research their trip and the channels they use to book their travel. Research methods Booking channels When travelling abroad, Chinese travellers like According to the latest figures from the China to conduct thorough research about how and Internet Network Information Center, China where to choose a holiday destination, consulting now boasts more than 618 million internet almost five sources of information to help make users, more than 80 per cent of whom their decision compared with four in 2013. access the web via their mobile device8. Travel guide books, friends and online travel This trend is reflected in the responses from the websites are still the most popular sources of Chinese international travellers, more than half information when making decisions, although of whom (53 per cent) are now booking their there is some evidence that these sources are hotel accommodation either on the web or via being used slightly less in favour of sources such mobile apps, either directly with the hotel or as social media: friends are down eight percentage via an online travel company. The percentage points to 52 per cent compared to 2013, while of those using mobile apps has risen from social media climbed by six percentage points to six per cent in 2013 to 17 per cent in 2014, 33 per cent, rising to 42 per cent for the under-35s. with younger people aged under-35 most likely to choose this method (22 per cent When looking at the sources that Chinese vs. 14 per cent of those aged over 35) travellers rely on most to make decisions, as well as 20 per cent of those favouring ultimately, personal interaction with family and making their own travel arrangements. friends coming out on top, chosen by 27 per cent of respondents, with online review sites such as Moving in the other direction, the number daodao.com, the Chinese version of TripAdvisor, booking through a travel agent has fallen proving their worth, taking 16 per cent of the vote. slightly from 36 per cent last year to 34 per cent Similar to 2013, one in ten pick travel agents as this year, with older travellers twice as likely to their most trustworthy source (10 per cent), the book through a travel agent (40 per cent for 35+, same percentage that choose travel guides. moving to 56 per cent for 55+, vs. 20 per cent for under-35s). Those using the hotel telephone Booking trends tumbled from 19 per cent to 12 per cent. 12 Sources of information that Chinese travellers use and rely on most when researching international travel Source 53% Rely on Use 10% 39% Travel guides 4% 5% 33% Friends Social media 13% 48% Rely on Travel Magazines / Brochures 14% 52% Source 7% 31% Online accommodation / Promotions / Deals travel websites 10% 47% Travel agents Mobile app searches 16% 47% Online blogs 13% Family 2% 22% Online review sites 42% 5% 30% 16% 2% Loyalty scheme 8 Source: http://thenextweb.com/asia/2014/01/16/chinas-internet-population-numbered-618m-end-2013-81-connecting-via-mobile/ Use 13 4. Accommodation choices This chapter examines the style of accommodation preferred by Chinese travellers and the factors that drive that decision. Hotel types Hotels remain the most popular type of further confirmation of the growing confidence accommodation amongst Chinese travellers, and independence of Chinese travellers. There having increased in popularity since last year is also a gender bias here with 13 per cent of (from 74 per cent to 84 per cent choosing this as men choosing this option against nine per cent their preferred option). More than half (57 per of women and a marked age difference with cent) are likely to book 3 or 4-star hotels when 20 per cent of the over-55s preferring the more they travel abroad with a further 17 per cent familiar option. electing for a 5-star property and seven per cent preferring all-inclusive resorts. Similar to last year, on the whole, Chinese travellers are still fairly tolerant when it comes Two-fifths (43 per cent) of Chinese international to hotels that might not cater specifically for travellers prefer to book hotels with an Chinese needs with nearly two-thirds saying independent local flavour, although this response they would consider them if necessary (63 per has decreased nine percentage points since cent vs. 64 per cent in 2013). Younger travellers 2013, while international chain hotels have (23-29 age group) are more likely to consider increased in popularity (39 per cent vs. 27 per this type of hotel (71 per cent vs. 63 per cent cent in 2013). total). However, overall 19 per cent say they would only book accommodation that provided Only 11 per cent prefer to stay in a Chinese- Accomodation choices style hotel, down from 15 per cent in 2013, yet 14 Pullman Bangkok King Power Hotel, Bangkok, Thailand services expressly for travellers like them. Factors driving decision A hotel’s star-rating, comfort and facilities Accommodation booked most frequently by Chinese travellers mainly drive the booking decision, with when travelling internationally 30 per cent choosing this as the most important factor, up from 26 per cent in 2013. Its brand or reputation are next on 18 per cent, up from 15 per cent in 2013. Price is again less of an issue (10 per cent in both surveys). 29% 3-star hotels 28% 4-star hotels 17% 5-star hotels 7% All-inclusive resorts 6% Bed & breakfast 5% Hostels and backpackers 5% Serviced apartments 3% 1/2-star hotels 1% Motels 15 5. Hotel hotspots This chapter examines the hotel facilities that are most important to Chinese travellers and where they spend the most money. It also takes a look in more detail at the attitude of Chinese travellers to the popular topic of food and drink while on the move. The provision of food is the most important Matching these findings, Chinese travellers amenity provided by a hotel, whether in the spend the most money in the hotel restaurant form of room service (57 per cent) or an on-site (50 per cent) and on room service (21 per cent) restaurant (55 per cent). The business centre while the hotel bar and spa are less financially comes some way behind on 25 per cent. The significant on just seven per cent each. figures for shopping again underline how important this activity is to this group with Hoteliers also support these findings with 18 per cent voting for the hotel’s own stores. 63 per cent acknowledging that Chinese travellers spend most in the hotel restaurant Although participating in sport does not rate and on room service (21 per cent). However, highly in general while away from home, when it comes to drinking, their perception is some Chinese travellers certainly take that the hotel bar and minibar feature higher up advantage of the hotel’s exercise facilities the list with 39 per cent for the former and 24 per with 17 per cent voting for the swimming cent for the latter. pool and 16 per cent for the gym. However, 71 per cent of hoteliers admit that The bar and casino are the least important Chinese travellers tend not to leave a tip when areas, only chosen by eight per cent of using a hotel’s facilities. respondents, although for the former there is a bias amongst Chinese men (10 per cent) vs. Hotel hotspots the women (six per cent). 16 Accor Hotels Sydney Olympic Hotel Food and drink Bringing together some of the results for Despite this, there is still the desire amongst food-related questions, there is a very clear Chinese travellers to experience local cuisine. indication of the importance of this area for The main reason given for eating outside the Chinese travellers, shown by the fact that hotel is the desire to experience the food of an astonishing 95 per cent of respondents their destination more closely. Dining is also say that they have a meal at the hotel given as the second most important activity by restaurant on their trip. Both travellers and Chinese travellers when abroad, particularly hoteliers alike agree that this is where most amongst the under-35 age group. money is spent. Cuisine in general forms part of the decisionSeventy-three per cent rate the provision making process as to which destination to of Chinese-specific food-related items as choose for 29 per cent of respondents. It is among the most important services provided more important amongst female travellers by a hotel, with 37 per cent voting for (32 per cent) rather than men (27 per cent) as Chinese room service options and well as independent (33 per cent) compared 33 per cent for Chinese breakfast. with organised group (21 per cent) travellers. Hotel amenities most important to Chinese travellers On-site restaurant 55% Room service 57% On-site swimming pool 17% On-site shop 18% Business centre 25% On-site spa 11% Gym 16% Bar 8% On-site casino/ gaming area 8% 17 6. Service tips This chapter examines the products and services that the hotels have introduced or adapted for Chinese travellers, how these initiatives are perceived by their guests, where improvements can still be made and the level of investment hotels have made in this area. Travellers say… Chinese travellers are fairly open-minded of their priorities, with Chinese room service when it comes to hotels that might not cater options (37 per cent) and Chinese breakfast specifically for Chinese needs with nearly (33 per cent) receiving the most votes. two thirds saying they would consider them, if necessary (63 per cent), particularly those in Free Wi-Fi moved up to join Chinese payment the 23-29 age group (71 per cent). However, methods at the top of the list of most important they do have very decided views on the individual products and services, both chosen products and services that are important to by 59 per cent of travellers, with in-house them and which of these needs to improve. Mandarin-speaking staff in third place, selected by 50 per cent. This last service is also the area Language-related products and services, with the most room for improvement, in the such as in-house Mandarin-speaking staff same position as 2013 but with a drop of three and translated travel and tourism guides, percentage points. again rank as the most important amenities for Chinese travellers in international hotels Older Chinese travellers aged 55+ are more (85 per cent in 2014, compared with 86 per likely to choose in-house Mandarin-speaking cent in 2013) and is also the area most in need staff (61 per cent vs. 50 per cent), Chinese of improvement, moving even higher than TV programmes (47 per cent vs. 36 per cent), last year (80 per cent in 2014 vs. 75 per cent in-room kettle (34 per cent vs. 21 per cent), free in 2013). Set against this, nearly 20 per cent Wi-Fi (71 per cent vs. 59 per cent) and slippers of hoteliers feel that Chinese travellers have (20 per cent vs.15 per cent) as most important. improved their linguistic skills over the last five The only facility that they pick less often as years, either in English or in the local language. important is on-site shops selling luxury goods (six per cent vs.12 per cent in 2013). Highlighting again the importance of nourishment to Chinese travellers, 73 per cent Service tips voted for food and drink-related items as one 18 Top 10 Chinese-specific products or services that are most important on an international trip Most Important Services / Products 59% Needs improvement 19% Free Wi-Fi 59% 27% China Union Pay / Alipay 50% 39% In-house Mandarin-speaking staff 48% 29% Translated travel/tourism guides 38% 24% Hotel website in Mandarin 37% 27% Chinese room service options 36% 新闻 26% Chinese TV programmes 33% 23% Chinese breakfast 27% 20% Translated welcome materials 25% 18% Chinese newspapers/magazines 19 Hoteliers’ response… On the whole, hoteliers have recognised for their Chinese guests. For instance, eight is and are responding well to the needs of their seen as a lucky number as the word sounds Chinese guests in many areas. For instance, similar to “prosper” or “wealth”. On the other more than two-thirds (70 per cent) already offer hand, four is considered unlucky, as its free Wi-Fi, the number one service requested. pronunciation resembles “death”. There is some discrepancy between what Many hoteliers are taking an active role the Chinese travellers say is important to in promoting their hotel to the Chinese them and what they request from hoteliers. market. Twenty-three per cent have Thirty-nine per cent of travellers say that the dedicated marketing programmes targeting provision of in-house Mandarin-speaking staff Chinese travellers, 20 per cent have need improvement but the topic was only expanded their social media channels to raised with 15 per cent of hotels. Nine per cent reach this market and 19 per cent offer of hotels already have employees with this cultural awareness training for staff. language facility and another 11 per cent plan on adding this service in the next 12 months. Investment levels Globally, 50 per cent of hotels state that they Travel and tourism guides are mentioned by have invested up to US$10,000 in developing 48 per cent of Chinese travellers surveyed programmes and products catering specifically but only 17 per cent requested this from their to the Chinese guest over the past 12 months, hotel. Ten per cent already supply them with down from 57 per cent in 2013. North American a further 14 per cent intending to provide them hoteliers are ahead of their counterparts in the over the next year. The same is true with rest of the world with 58 per cent investing up to Chinese TV programmes, cited by 36 per cent this level, followed by 52 per cent in APAC, 47 per of consumers but only 17 per cent of hoteliers. cent in Europe and 37 per cent in Latin America. Elsewhere, 23 per cent of hoteliers find Despite the increasing growth of this market, that smoking rooms are requested and a across the regions only a small portion of quarter of hotels offer this option. On the hoteliers (four per cent) have invested between topic of the all-important language provision, US$10,000 and US$50,000 in developing eleven per cent already localise their hotel programmes or products specifically for website in Mandarin and a further 16 per the Chinese market in the past 12 months. cent plan to do so over the next year. However, the picture could be more positive Fifteen per cent are currently providing than this as 46 per cent of hoteliers chose not Chinese TV programmes with a further 12 per to disclose the sums involved. Service tips cent introducing them over the next 12 months. 20 One in five hoteliers (20 per cent) say that they offer specific room or floor number requests Top five Chinese-specific products or services that are most requested by Chinese travellers on an international trip Already offer Most requested 71% 70% Free Wi-Fi Free Wi-Fi 26% 41% Kettle Kettle 29% 23% Smoking room Slippers 新闻 25% 17% Chinese TV programmes Smoking room 17% 20% 8 Specific room or floor number requests Translated travel/ tourism guides Plan to offer 酒店 新闻 “Welcome” Hotel website Translated Translated welcome in Mandarin travel/tourism materials Chinese tea Chinese TV programmes guides 16% 14% 14% 12% 12% 21 7. Where to go This chapter examines where Chinese travellers say they would most like to visit in the next twelve months in comparison with the destinations they visited in 2013, which countries they consider the most welcoming and which destinations they are currently searching for on the Hotels.com Chinese site. A growing number of travel options are opening More than one in two respondents (55 per cent, up for Chinese international travellers. Rising up three percentage points on 2013) named incomes, the increased confidence to travel Australasia in their wish list with both Australia independently and try out new destinations, and New Zealand maintaining their positions at easier research and booking options with the first and third in the chart. Older travellers are growth of the internet, the relaxation of visa more likely to choose Australia (56 per cent for regulations in many markets and more low cost 35+ vs. 51 per cent for under-35s). airlines launching more routes are all driving this trend. Greater flexibility is already leading Asia is next with 53 per cent of the vote, although to more freedom of choice, prompting a likely only Singapore in eighth place, down from sixth, change in travel habits and the destinations and Hong Kong in ninth, down from seventh, visited. make the Top 10. The continent is slightly more popular amongst younger travellers (61 per cent There is a far greater appetite to see the new for the under-35s vs. 50 per cent for 35+). rather than returning to former favourites. Ninety-five per cent of Chinese international North America is also a popular choice with travellers say they are more interested in visiting 42 per cent of respondents, up from 37 per cent different international destinations rather than last year, placing the USA once again in fourth returning to places they have enjoyed in the place and Canada rising four places to sixth. past, with little variation by age, interests or trip purpose. Although Latin America only received votes from 19 per cent of travellers, this is six percentage The wish list points higher than 12 months ago, so the region Once again, European destinations are the is the fastest-growing area of interest. Where to go most popular amongst Chinese travellers in 22 terms of places they wish to visit in the next The reality 12 months with 75 per cent of responses. In the According to the number of room nights booked Top 10, France and Switzerland keep hold of on the Hotels.com Chinese website in 2013, the their second and fifth places respectively, with first four places saw no change over 2012 with the UK in seventh, up two places from 2013 and the USA, Hong Kong, Thailand and Japan all Germany entering the chart in tenth place. maintaining their positions. Statue of Liberty, New York, USA As more and more Chinese travellers journeyed further afield, Europe became a more popular choice during the year with the next three slots occupied by France climbing up five places, the UK as a new entrant and Italy up one. Three other Asian countries completed the Top 10 with South Korea slipping one to eighth place, Taiwan entering the chart in ninth and Malaysia dropping four places to tenth. Top 10 destinations Chinese travellers would like to travel to compared with the destinations they actually travelled to RANK WISHLIST REALITY 1 AUSTRALIA USA 2 FRANCE HONG KONG 3 NEW ZEALAND THAILAND 4 USA JAPAN 5 SWITZERLAND FRANCE 6 CANADA UK 7 UK ITALY 8 SINGAPORE SOUTH KOREA 9 HONG KONG TAIWAN 10 GERMANY MALAYSIA 23 Sydney Opera House, Sydney, Australia Most welcoming When asked which countries Chinese Asia, with four entries in the Top 10, and travellers think are most welcoming to them, Europe, with three, emerged as the continents Australia, the country that also heads the wish Chinese travellers consider are most list, came out on top with an impressive welcoming to them (62 per cent each) with 39 per cent of respondents, with Singapore Australasia on 49 per cent and North America (29 per cent) in second place and three some way behind on 37 per cent. countries tying for third on 28 per cent: France, New Zealand and South Korea. Top 10 countries deemed most welcoming to Chinese travellers 29% 39% 2. Singapore 1. Australia 28% 3=. South Korea 26% Where to go 23% 24 8=. Canada 3=. France 6. Hong Kong 10=. UK 3=. New Zealand 24% 7. USA 18% 28% 28% 23% 8=. Taiwan 18% 10=. Germany 2014 trends Looking ahead, Hong Kong is at the top The highest ranked city outside Asia is of the list of destinations searched for on New York in seventh place and there the Hotels.com Chinese website during the are three other US cities: Las Vegas in first five months of 2014, with a further five tenth, Los Angeles in twelfth and San Asian destinations occupying the next five Francisco in seventeenth. Paris in ninth places and a further seven elsewhere in the place is the most popular European table. These are primarily the major capitals choice with London the only other of the region but three holiday hotspots are destination from the region in thirteenth. also featured: Phuket in eleventh place, Chiang Mai in sixteenth and Boracay Island Dubai, the city where Chinese travellers taking the final spot. paid the most on average for hotel rooms in 2013, is in nineteenth place. Top overseas destinations by number of searches during Jan-May 2014 on the Hotels.com Chinese website Rank Destination Rank Destination 1 Hong Kong 11 Phuket 2 Taipei 12 Los Angeles 3 Seoul 13 London 4 Singapore 14 Osaka 5 Bangkok 15 Kuala Lumpur 6 Tokyo 16 Chiang Mai 7 New York 17 San Francisco 8 Macau 18 Kyoto 9 Paris 19 Dubai 10 Las Vegas 20 Boracay Island 25 8. How to choose This chapter examines the factors that help Chinese travellers decide where to go and what would stop them travelling altogether to a particular spot. A wide range of factors are taken into account by As more and more countries improve their visa Chinese travellers when making a decision about application process for Chinese travellers, the where to go abroad, from personal security, ease of applying for a visa has fallen slightly in value-for-money and local events to cleanliness, importance (16 per cent in 2014 vs. 19 per cent the ease of the visa application process and the in 2013) but a quarter of respondents (25 per weather. Several of these are critical enough to cent) say that this is still an issue that would deter many travellers from visiting. stop them visiting a particular destination. Safety is the primary concern and a growing Older travellers are more likely to be concerned one chosen by just under half the respondents with safety (51 per cent for 35+ vs. 40 per (48 per cent, up five percentage points from cent for under-35s) and are more interested in 2013), while almost three out of five (59 per historical/heritage sites (39 per cent vs. 32 per cent) say that anxieties over safety would put cent respectively), and value-for-money (27 per them off booking altogether. Forty-six per cent cent vs. 23 per cent respectively). also say the political situation would also be a deterrent to travelling. Political tensions, Younger travellers are more inclined to say most recently with Malaysia over the missing that cuisine of the destination is an important Malaysian Airlines aircraft but also in other factor (36 per cent for under-35s vs. 26 per cent areas, can cause a switch of allegiance over for 35+), as is shopping (27 per cent vs. 22 per where to go, whether for the medium or long- cent) and local seasonal/festive events (13 per term remains to be seen. cent vs. 11 per cent). The availability of historical and heritages Of least importance to Chinese travellers are sites is again the second most important issues such as the medical facilities (two per consideration when deciding where to visit cent, the currency exchange rate (three per (37 per cent), followed by the cuisine (29 per cent) and the nightlife (three per cent). cent). How to choose Unfortunately, outside the remit of governments 26 Chinese travellers show themselves to be and the travel industry alike, the climate slightly less cost-conscious this year with and/or weather played a key role in the minds 26 per cent listing value-for-money as one of of 23 per cent of respondents who say that the top decision-making factors, compared whether a destination is too hot/too cold or too with 30 per cent in 2013. Shopping is also wet/too dry is enough to prevent them visiting. gaining ground at 23 per cent, up six percentage points from last year. Most important factors when choosing the next international holiday destination 48% 37% 29% Safety Historical and Cuisine € 26% 23% Value-for-money Shopping heritage sites 17% 16% 16% 15% 12% Reputation Ease of visa Climate/weather Quality of Local seasonal/ accommodation festive events application process available 12% 9% 8% Political situation Cleanliness Bad public transport system 9. Spending power This chapter examines where Chinese travellers pay the most for their hotel rooms while travelling abroad and the countries where they have become the top spending nation on accommodation. Where Chinese travellers pay the most This section looks at the average prices paid Top 10 average hotel prices paid in 2013 per night by Chinese travellers for their hotel accommodation on the Hotels.com Chinese Dubai — 1,862 RMB website during 2013, according to the Hotels.com Hotel Price IndexTM for that period. Honolulu — 1,812 RMB Dubai, with its high occupancy levels and New York — 1,713 RMB range of upmarket hotels, occupied the top of the table on an average 1,862 RMB for the Zurich — 1,555 RMB year, followed by two US favourites not far behind: Honolulu on 1,812 RMB and New York on 1,713 RMB. Prices paid in Europe are farther back with the highest average of 1,555 RMB recorded in Zurich, followed by London on 1,535 RMB and Paris on 1,479 RMB. The highest placed Asian destination is Singapore on 1,437 RMB with the popular Thai holiday island of Koh Samui on 1,391 RMB. London — 1,535 RMB Paris — 1,479 RMB Geneva — 1,453 RMB Singapore — 1,437 RMB Nice — 1,422 RMB Koh Samui — 1,391 RMB Spending power Where the Chinese are top spenders 28 According to the Hotels.com Hotel Price Index Overall, Chinese international travellers for the full year 2013, Chinese international were the seventh highest spending travellers were the top spenders for hotel nationality on hotel rooms when travelling accommodation in four countries – Australia, abroad in 2013 with an average rate of Japan, Netherlands and New Zealand, up 1,031 RMB (US$1689) per room night. from just one in 2012. Countries where Chinese travellers were amongst the Top 10 biggest spenders on hotel accommodation 2013 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 9 Exchange rates applied at the time of booking Country Tokyo Tower, Japan 29 10. What to do This chapter examines the types of activities away from the hotel that are most popular amongst Chinese travellers and on which of these they spend the most money. Most popular activities Spending habits When travelling abroad, Chinese travellers By far the most money is spent by Chinese say that sightseeing (73 per cent), dining travellers on shopping (52 per cent) with (64 per cent) and shopping (56 per cent) sightseeing (18 per cent) and dining (14 per remain the most popular activities, with the cent) some way behind in second and third latter adding five percentage points from 2013. place. There are some variations between Older travellers (aged 35+) tend to show a different types of travel: business travellers are higher level of interest in more traditional more likely to spend more on shopping (61 per holiday pursuits such as sightseeing cent), accompanied by a notably higher spend (74 per cent), visiting beaches (38 per cent) per day (9,159 RMB/US$1,483 vs. 6,707 RMB/ and museums, galleries etc (22 per cent). US$1,08610 for all travellers). They are also twice as likely as younger travellers to want to go on organised tours (14 per cent vs. 7 per cent). Younger travellers (under-35s) are more interested in urban pastimes such as dining (69 per cent), shopping (61 per cent) and going to see shows/concerts (10 per cent). Taking part in sport and gambling both dropped two percentage points to three per cent each in 2014, compared with 2013, staying the least popular pastimes, in spite of the high number of What to do travellers who visit Macau for this purpose. 30 Christ the Redeemer, Rio de Janeiro, Brazil Most popular activities for Chinese tourists Sightseeing 73% Dining 64% Shopping 56% Visiting beaches 36% Museums & galleries 20% Countryside/Rural pursuits 17% Organised tours 12% Arts & culture 7% Taking part in sport 3% Gambling 3% Activities where Chinese travellers spend the most money 18% Sightseeing 14% Dining 52% Shopping 3% Visiting beaches 2% Museums & galleries 2% Countryside/Rural pursuits 6% Organised tours 2% Arts & culture 1% Taking part in sport 2% Gambling 10 Exchange rate taken on 25th April 2014 Most popular activities for Chinese travellers when travelling internationally 31 11. The online bias This chapter brings together some earlier insights in the report on the importance of the internet for Chinese international travellers, together with some new data on the trend for sharing details of their trip more publicly. With more than 618 million internet users in As described earlier, the availability of free the country11, Chinese travellers use many Wi-Fi is a very important hotel facility online sources throughout the travel process for Chinese travellers with over half before they travel to research and book the (59 per cent) rating it as important and trip, while they are at their hotel and to share one in five saying it is something that photos and experiences with family and friends, needs improvement (19 per cent). either during the journey or on their return. Ninety-one per cent of Chinese internet users Before they go, they use a range of reportedly have a social media account12. online sources when they are deciding on Many Chinese travellers now share their their holiday destination, such as online photos and experiences on social media accommodation/travel websites (48 per during and after an international trip cent) and online review sites (47 per cent). (84 per cent total), rising to more than nine out of 10 among younger travellers aged Over a third use online booking methods to under-35 (93 per cent), although it is also reserve accommodation (36 per cent), while popular with older travellers (81 per cent). nearly a fifth book through mobile apps (17 per cent). Method of sharing photos and experiences during or after an international trip 84% 68% 62% The online bias 38% 32 All social media WeChat Weibo Online photo album 32% Showing people in person on a screen Those travelling in organised tour groups 35 and under also share their photos/ on the other hand are more prone to experiences on travel review sites. showing friends and relatives conventional Older travellers are more likely to use email to printout photos compared to independent send messages/pictures (31 per cent for 35+ travellers (19 per cent vs. 15 per cent). vs. 23 per cent for under-35) and they are more Those using mobile apps to book their inclined to show people conventional printout accommodation are more likely to use photos in person compared to younger travellers social media (94 per cent vs. 84 per cent (17 per cent for 35+ vs. 14 per cent for under-35). total), with WeChat the most popular (73 per cent vs.68 per cent total). Travellers who prefer to make their own travel arrangements lean more towards Those with a higher income (100,000+ RMB/ social media (88 per cent vs. 77 per cent) US$16,190+13) are inclined to use any of and travel review sites (32 per cent vs. the photo and experiences sharing methods 20 per cent) for sharing, compared to those compared to those in lower income bands. preferring to travel in organised tour groups. 31% Sending messages/ pictures by mobile phone 29% Sending messages/pictures by email 28% A travel review website 16% Showing conventional printout photos 11 Source: http://thenextweb.com/asia/2014/01/16/chinas-internet-population-numbered-618m-end-2013-81-connecting-via-mobile/ 12 http://socialmediatoday.com/richard-simcott/2213841/social-media-fast-facts-china 13 Exchange rate taken at 25th April 2014 Nearly a third (31 per cent) of those aged 33 12. A closer look at traveller profiles This section brings together the results recorded by various traveller groups, highlighting the differences from the norm. Female travellers Chinese women travel slightly more frequently opinions are still important to Chinese for leisure than Chinese men (4.86 trips female travellers as they rely most on abroad vs. 4.49 for men in the past five online review sites (15 per cent), family years) and there is evidence that the number (14 per cent) and friends (14 per cent). of international trips Chinese women take is increasing (4.86 vs. 3.61 for 2013). Women most prefer to stay in independent hotels with local flavour (42 per cent) and As seen previously, Chinese women are more international chain hotels (41 per cent). In likely than men to travel abroad to see friends contrast to 2013, Chinese women are now and/or relatives (27 per cent vs. 22 per cent slightly less likely to prefer independent for men) and for leisure (90 per cent vs. 85 per hotels with local flavour compared to cent), though there has been a decline in women men (42 per cent vs. 44 per cent). travelling for education purposes since last year (6 per cent vs. 12 per cent seen in 2013). Last year, women had been particularly keen to book hotels with an independent, local Sightseeing, dining and shopping are feel (54 per cent in 2013). However, this has particularly popular amongst Chinese female declined and women are now equally keen to travellers (sightseeing 74 per cent vs. 72 per book international chain hotels (42 per cent cent, dining 67 per cent vs. 61 per cent and independent vs. 41 per cent chain hotel). shopping 60 per cent vs. 51 per cent). This is a change from last year when women were When it came to hotel facilities, having Wi-Fi/ slightly less interested in sightseeing compared internet access is most important (69 per cent to men (72 per cent vs. 78 per cent for men). women), compared to the on-site restaurant A closer look at traveller profiles being most important in 2013; women are slightly 34 Women are slightly more likely than more inclined to say the on-site spa is important men to choose to make their own travel (13 per cent vs. 9 per cent for men) and less so arrangements rather than pick an organised the bar (six per cent vs. 10 per cent for men). tour (68 per cent vs. 65 per cent for men) The gap between men and women spending Women are also keener to use friends (54 per the most money on the spa facilities in hotels cent vs. 50 per cent for men), family (44 per has closed and now men are nearly as likely cent vs. 40 per cent for men), promotions/deals as women to spend the most on this part of (33 per cent vs. 29 per cent) and online blogs the hotel (eight per cent vs. six per cent). (24 per cent vs. 20 per cent) when making their holiday decisions. Other people’s experiences/ When thinking about their next holiday destination, women more often mention cuisine (32 per cent vs. 27 per cent for men) and slightly less frequently historical and heritage sites (35 per cent vs. 39 per cent for men). All other factors are equally important to both women and men. 4.86 The average number of trips abroad in the last 5 years taken by Chinese women On average, women spend more per day during their international trips compared to men (7,902 RMB/US$1,279 vs. 5,524 RMB/US$89414 for men). channels to share experiences and photos from their trip: the two preferred sites are WeChat (68 per cent) and Weibo (62 per cent). They also use online photo albums (38 per cent) or show others their photos on a screen (32 per cent) or conventional printout photos (16 per cent both women and men). 68% of Chinese women make their own travel arrangements 7,902 Average daily spend in RMB when travelling abroad 14 Exchange rate taken 25th April 2014 Women and men use the same online 35 Business travellers Business travellers continue to be younger on average (36 per cent under-35 compared to 30 per cent of leisure travellers) and half (51 per cent) of all business travellers live in one of China’s most prosperous provinces. 36% of business travellers are under 35 As seen previously, business travellers are more likely to book top-end accommodation such as 4 star (32 per cent vs. 28 per cent total) or 5-star (27 per cent vs. 17 per cent total) hotels. International hotel chains are clearly the most popular choice for business travellers (53 per cent), having seen a substantial increase since 2013 (from 35 per cent to 53 per cent). When choosing accommodation, comfort/starrating is most important (36 per cent vs.30 per cent total and 32 per cent in 2013) while price matters slightly less (six per cent vs. 10 per cent total). 59% of business travellers stay in 4 or 5 star accommodation When thinking about their next holiday destination, value for money is slightly less of a concern for business travellers (21 per cent vs. 26 per cent total) whilst shopping opportunities are considered a higher priority (32 per cent vs. 23 per cent total). They are inclined to spend more on an average A closer look at traveller profiles day during their trip (average 9,159 RMB/ 36 US$1,483 vs. 6,707 RMB/US$1,086 total15). Looking at individual countries, business travellers’ top three countries most welcoming to Chinese travellers are Australia (43 per cent), New Zealand (33 per cent) and France (32 per cent). 9,159 Average daily spend in RMB by business travellers when travelling abroad Independent travellers The CITM research explodes the myth that Chinese travellers only travel in groups. Two-thirds (67 per cent) of respondents say they now prefer to make their own international arrangements, and there is evidence that this is increasing when compared to 62 per cent in 2013. 67% of Chinese travellers prefer to make their own international arrangements Younger travellers still prefer to travel independently than their older counterparts (81 per cent for those under-35 vs. 52 per cent for those over 35). Independent travellers tend to be wealthier (271,883 RMB/US$44,018 average annual salary vs. 245,729 RMB/US$39,783 total16) and, on average, they have a much higher daily spend (7,956 RMB/US$1,28815) compared to those preferring organised tour groups (4,195 RMB/US$679). 73% use social media share their photos and experiences of travel abroad Trips organised independently are more likely to be longer than those organised through tour groups (1.5 weeks vs. 1.3 weeks respectively). Consumer reviews are evident in terms of their impact on independent Chinese travellers. Online review sites are the most influential (19 per cent, on par with levels seen in 2013), followed by recommendations from friends and families (15 per cent) and online 271,883 Average annual salary in RMB of independent Chinese travellers Similar to Chinese travellers overall, independent travellers list safety as the most important factor when thinking about their next international holiday destination but less so than group travellers (45 per cent vs. 54 per cent). Historical and heritage site are also important, though again less important than for group travellers (32 per cent vs. 15 Exchange rate taken on April 24th 2014 16 Exchange rate taken on April 24th 2014 accommodation sites (15 per cent). 37 Under-35s 47 per cent). Independent travellers are It is a truism but social media has much more more likely, however, to consider cuisine of an influence on younger travellers when (33 per cent vs. 21 per cent for group travellers) deciding on travel destinations, with two fifths and shopping (26 per cent vs. 18 per cent using this as a source of information (42 per for group travellers) as most important. cent vs. 29 per cent for 35+). One in ten under-35s say that this is the source they rely Independent travellers are most keen to book upon most. Social media is also important to online, either through a website or mobile younger travellers when travelling abroad, with device (67 per cent). nine in ten (93 per cent) saying that they share their experiences and photos on social media This year, they are more interested in staying while away. The most popular networks are at an international chain hotel (42 per cent) WeChat (76 per cent) and Weibo (74 per cent). compared to 2013 when independent hotels with a local flavour were preferred most (54 per As was seen in 2013, younger travellers are cent in 2013). more interested in booking accommodation directly (57 per cent vs. 42 per cent 35+) or Independent travellers are more inclined through an online travel company (22 per cent to share their experiences: three quarters vs. 17 per cent). Older travellers are twice as use social media to post their photos and likely to use travel agents as those under-35 experiences during or when they return from (40 per cent vs. 20 per cent under-35). an international trip (73 per cent vs. 55 per cent for group travellers), such as WeChat (70 per Younger travellers are still notably more cent vs. 64 per cent for organised groups) and likely than older travellers to prefer travelling Weibo (68 per cent vs. 52 per cent organised independently (81 per cent vs. 60 per cent for groups) as well as travel review sites (32 per 35+) and are more interested in doing so than cent vs. 20 per cent for group travellers). last year (81 per cent vs. 73 per cent for 2013). The under-35s lean towards travelling with family members other than a spouse or children A closer look at traveller profiles (50 per cent vs. 44 per cent for 35+) and friends 38 (50 per cent vs. 42 per cent for 35+). In 2013, younger travellers were slightly more prone to opt for budget accommodation (1-3* hotels, hostels, B&Bs) than those 35 and over. However, this year travellers under-35 are as likely as older travellers to book both budget and luxury accommodation. Although European destinations are most popular overall with younger visitors (77 per cent), they are notably more interested in visiting Asian destinations than their older counterparts (60 per cent vs. 50 per cent for those 35+), perhaps because the older generation often travel with families 42% of under-35s consult social media when planning a trip away. and therefore choose somewhere closer or because they may have already visited their closest neighbours and want to spread their wings further. In terms of what is important to younger travellers when thinking about their next international holiday destination, safety is still the number one concern (40 per cent) although they are still less worried about this than older travellers (51 per cent for those 35+). The cuisine of the destination and shopping are still more important aspects of a destination for young Chinese travellers compared to those 81% of under-35s prefer to travel independently. over 35 (36 per cent vs. 26 per cent for cuisine, and 27 per cent vs. 22 per cent for shopping). They are less interested in historical or heritage sites (32 per cent vs. 39 per cent for 35+). Sightseeing remains the most popular activity for the under-35s, as for all travellers. However, shopping is the activity that younger Chinese travellers spend most of their money on while travelling (54 per cent), being slightly more likely to do so than their older counterparts (51 per cent for 35+). 54% under-35s spend the most money on shopping when abroad.   39 International shoppers The term shopper here is defined as someone who choses shopping as one of their top three favourite activities when travelling internationally. They are somewhat more likely to be female (54 per cent vs. 50 per cent total) and travel more often for leisure (5.6 trips over the last five years vs. 4.7 total) and business (5.1 trips over the last five years vs. 4.1 total). They are slightly more inclined to opt for independent travel (72 per cent vs. 67 per cent total) and, like other travellers, are more inclined to book accommodation directly (48 per cent). Shoppers tend to consult a wider range of information sources before deciding on destinations (5.1 compared to 4.8 total) and are more likely to use social media (38 per cent vs. 33 per cent overall). In terms of the factors that are important when choosing a destination, obviously shopping is of greater significance to this group than other Chinese travellers (35 per cent vs. 23 per cent total), but they also tend to mention cuisine more often (32 per cent vs. 29 per cent total). Historical/heritage sites appeal slightly less to Chinese shoppers than other Chinese travellers (33 per cent vs. 37 per cent total). A closer look at traveller profiles As may be expected, they are more affluent 40 (279,972 RMB/US$45,327 vs. 245,730 RMB/ US$39,784 total17) and spend notably more on an average day abroad than most Chinese travellers (7,991 RMB/US$1,294 vs. 6,707 RMB/US$1,086 total17). They are also more disposed to opt for luxury accommodation types than other travellers (58 per cent vs. 52 per cent total). In terms of their tastes, shoppers are more interested in international chain hotels than other travellers (48 per cent vs. 39 per cent total) and prefer accommodation that caters specifically to them but will consider others where necessary (63 per cent). Comfort/star- 279,972 Average annual salary in RMB of international shoppers rating/facilities are slightly more important to them when choosing accommodation (34 per cent vs. 30 per cent total). As with other travellers, shoppers saw the provision of facilities such as China Union Pay and Alipay as the most important Chinese service to be provided by accommodation when travelling internationally (61 per cent). They are also more likely to mention having a hotel website in Chinese language (43 per cent vs. 38 per cent total), having a Chinese restaurant 7,991 Average daily spend in RMB of international shpppers when travelling abroad on site (34 per cent vs. 31 per cent total) and Chinese newspapers or magazines (28 per cent vs. 25 per cent total). On the whole, Chinese shoppers do not differ significantly from travellers overall in terms of the destinations they would like to visit, slightly more (57 per cent vs. 53 per cent total). Shoppers are also aligned with other travellers in believing Asian and European destinations to be most welcoming to Chinese visitors (63 per cent and 64 per cent respectively).   72% of international shoppers prefer to travel independently 17 Exchange rate taken 25th April 2014 although they would choose Asian destinations 41 13. Case studies Many of the world’s leading hotels have already the Intercontinental Hotels Group introduced introduced specially-designed services and its HUALUXE brand of properties in China products aimed at providing a warm reception (HUALUXE translates from Hua, which means for their Chinese guests. Hilton Hotels group majestic China and luxe, representing luxury). has its Huanying (“Welcome”) programme and However, smaller independents have taken on Marriott has Li Yu (“Serve with courtesy), while Hyatt Regency, Chicago, USA Hyatt Regency, Chicago Alongside more than 40 other Hyatt hotels, the a Chinese TV channel and a direct 24-hour Hyatt Regency in Chicago has introduced the line to a Mandarin-speaking associate. There Nin Hao programme, a new initiative tailor- are also slippers, robes and a tea kettle with made for Chinese guests, in response to the special cups and teas, as well as a Chinese increasing number of Chinese guests it is food menu on request. Case studies welcoming. 42 The hotel has noted that their Chinese guests Nin Hao means “a warm welcome with respect” have appreciated this attention to detail and the in Mandarin and includes a welcome letter, extra services being provided, particularly by maps and information brochures in Chinese, their tour group visitors. board the issues raised by Chinese travellers in the CITM and have also recognised the need to offer a more tailored approach. Latte Hotel, Jeju, South Korea Lotte Hotel, Jeju China took over as South Korea’s largest Amongst other service and marketing initiatives, inbound market for the first time in 2013. On the hotel organises activity programmes Jeju, Lotte Hotel Jeju is a luxury resort, part of specifically for their Chinese guests, including Lotte Hotels & Resorts, which opened in 2000 various outdoor pursuits such as Olle hiking. in the heart of Jungmun Tourism Complex in They have also designed a character room the south of the island. They have seen their based on the cartoon character Hello Kitty Chinese guests more than double in number which is very popular with their Chinese in recent years and predict that this growth will clientele. continue as more and more Chinese travellers are attracted to the province. 43 Pullman Bangkok King Power Hotel, Bangkok, Thailand Pullman Bangkok King Power Hotel With more than four and a half million Chinese food as opposed to more Western items. travellers visiting Thailand last year, the Their large international breakfast buffet Pullman Bangkok King Power recorded a offers a Chinese corner with dim sum, 66 per cent increase in Chinese guests between congee, noodles, etc, is particularly popular. 2012 and 2013, with 85 per cent now travelling independently rather than in an organised group. Harnessing the power of social media amongst this group, the hotel initiated The hotel has introduced a number of a promotion through Weibo to win cash services to help such as Mandarin-speaking vouchers. With the Chinese interest in staff to welcome their guests and provide shopping, the hotel also offers discounts at any assistance. They have also prepared the King Power Duty Free Shopping Mall, various materials in Mandarin such as which has direct access from the hotel. welcome and other internal signage as well as the hotel website. The majority of their Chinese guests are keen to eat in the hotel Case studies and have a preference for Thai or Chinese 44 dusitD2 Hotel, Chiang Mai, Thailand dusitD2 Hotel, Chiang Mai With so many Chinese travellers now visiting The location of the hotel is also appealing to Thailand, the dusitD2 Hotel in Chiang Mai is Chinese guests as the dusitD2 Chiang Mai is doing its best to make sure that it attracts its located in the midst of the seven-day shopping share of these guests. The hotel’s website street Night Bazaar, selling everything from is available in several languages including upmarket clothes to antiques and handicrafts. Mandarin to help travellers research and plan their trip. Twenty-four hour Mandarin- It is perhaps no surprise that Chinese tourist speaking staff are on hand to offer further numbers have spiked so dramatically since the assistance, Chinese tea is offered in the film Lost in Thailand, positioning Thailand as guest rooms and the Devarana Spa’s a wonderful holiday destination, was released menu is also produced in Mandarin. in 2012. It was mostly shot in Chiang Mai and was successful throughout China, where At the hotel’s Moxie restaurant, a variety it is one of the top three highest grossing of noodles is served all day while, for films of all time. This prompted the hotel to their group customers, Chinese-style introduce more high-tech connectivity to its breakfast is also available upon request. property to draw in more Chinese guests. 45 Accor Hotels Sydney Olympic Hotel Accor Hotels Chinese visitors to Australia and New Zealand come to Australia and New Zealand to now form the second largest inbound tourism experience natural wonders, food & wine and group to both countries. personalised travel experiences. So an integral component of the Optimum Service Standards In response to this, Accor in Australia was the is special training for Accor staff in cultural first hotel group to introduce Optimum Service differences that will assist them to serve Standards for Chinese guests. The programme Chinese guests more respectfully. includes Mandarin-speaking staff, translation of hotel welcome kits, business cards, area Accor is constantly building on its Chinese maps and in-room menus, adaptor plugs and relationships and developing new ways to Chinese newspapers provided to guests. target this market. Since launch, the Hotel mini-bars stock Chinese teas and the 50+ Australian hotels in the programme have breakfast buffet include Congee, soups and recorded a 20 per cent increase in market noodles with Chinese utensils. share and 31 per cent growth year-on-year. In Case studies New Zealand, the eight accredited hotels have 46 Accor Hotels also noticed that Chinese visitors seen an 11.7 per cent increase in Chinese are becoming increasingly sophisticated and guests in 2013 compared to 2012. have high expectations in terms of service. It is no longer just about big group shopping tours, although they still exist. Chinese travellers London Edition Hotel, London, UK London Edition Hotel The UK hotel industry is planning for higher clientele come from both within the hotel numbers of Chinese visitors, following the and off the street as they feel comfortably recent announcement from the government of familiar with his name. The profile of its the relaxation in visa regulations. Chinese customers means that they are more adventurous when it comes to trying the locally- Opened in September 2013, the London inspired dishes served in the restaurant, rather Edition Hotel tends to attract younger, more than their more accustomed fare at home. affluent independent Chinese travellers with its focus on high levels of individual The Edition brand is moving into China, design, great style and outstanding service. opening hotels in Sanya, Shanghai and Wuhan Mandarin-speaking staff are on hand to help over the next couple of years and will always guests and its convenient location just north instill its one-of-a kind properties with a their of Oxford Street, the capital’s major shopping own sense of place to reflect their environment. thoroughfare, is an added draw. The hotel’s signature concept restaurant, the Berners Tavern, is run by British Michelinstarred chef Jason Atherton who also has several establishments in Singapore and Hong Kong where he is well-known. The Chinese 47 14. Country initiatives targeting Chinese outbound visitors This chapter examines some of the initiatives taken around the world by countries to attract more Chinese visitors, whether by increased marketing activity, relaxing visa regulations or increasing flight services. Australia According to Tourism Australia, there were Events Queensland as well as all major more than 750,000 Chinese visitor arrivals airlines in China, collectively reaching more to the country during the past year (May than 22 million Chinese consumers. 2014 year end), an increase of 12 per cent • Marketing agreements were signed by on the previous year, generating A$5 billion Tourism Australia with China Southern in total expenditure in 2013. The Tourism Airlines, China Eastern Airlines, Air China, 2020 Strategy estimates that China has China Union Pay, and China Travel Service. the potential to grow to as much as $13 • Leveraging the Asia Marketing Fund, billion annually in total expenditure by Tourism Australia accelerated its geographic 2020. Chinese visitors are now only behind expansion strategy in China, beginning New Zealand in terms of visitor numbers trade and consumer marketing activities to Australia, having overtaken the UK. in Chengdu, Chongqing and Qingdao. • A campaign which retains the “There is One in four of Tourism Australia’s international nothing like Australia’’ brand translated marketing dollars go towards promoting into Mandarin in Shanghai was unveiled. Country initiatives targeting Chinese outbound visitors Australia to China. Tourism Australia has a 48 key focus on attracting Chinese visitors to A $600,000 Strategic Tourism Investment Australia and continues to roll out the China Grant was awarded to a consortium, which 2020 strategy, which was launched in 2011. includes the Australian Tourism Export Council During 2013, the organisation implemented (ATEC), to deliver a National China Ready the following as part of that strategy: programme. It will tap into the knowledge of • A new Chinese consumer website, experts who will teach tourism businesses australia.cn, was launched. It provides how to cater for the China market. a tailored user experience and links to translated information from the Australian In addition, Sichuan Airlines began its Tourism Data Warehouse as well as Chengdu - Melbourne service in February key Chinese social media platforms. 2013, marking the first direct service • Partnership marketing campaigns were undertaken with States and Territory Tourism Organisations, Wine Australia and the Great Golf Courses of Australia, Tourism Victoria and Crown, Tourism and from Western China to Australia. Palace of Versailles, Paris, France France According to CITM findings, France is the the sculptor Rodin. China was also the guest highest European country on the Chinese of honour at the Paris art fair in March, while traveller wish list and is also considered France will be in the spotlight at the Western the most welcoming European nation. China International Fair in Sichuan province, Chinese tourists are now the second biggest home of the country’s pandas, later in the year. group of visitors to France after the US. Since January 2014, the time it takes for the visa application process has been reduced from 12 to two days. According to the French foreigner minister Laurent Fabius, there are more than one million Chinese travellers each year in France but, thanks to the new visa regulations, this could jump to between three and five million. Since the revisions were put in place, Chinese visa demand has already increased by 40 per cent. Chinese President Xi Jinping visited Paris in March to mark the 50th anniversary of full diplomatic relations between the two countries. France recognised the People’s Republic of China in 1964, earlier than many Western countries, and this forms part of the French assertion of a special relationship. A year-long celebration of this event began at the Grand Palais museum in Paris and included a solo performance by Lang Lang, the celebrated Chinese pianist. In China, there are exhibitions showcasing the works of leading French artists such as Monet and 49 India 2014 has been designated the Year of Friendly Exchanges between India and China which will see wide-ranging interactions at different levels in the field of culture, business and defence. This includes a large scale cultural extravaganza entitled ‘Glimpses of India’, organised by the Indian Tourism Ministry, featuring Indian performing arts, exhibitions of modern Indian art and calligraphy, visual and photographic exhibitions on Buddhist heritage of India and its links with China. This was launched in Beijing in May with a dance performance by a troupe from the famous Chennai-based Kalakshetra. Taj Mahal, Agra, India The year-long festival will be spread across major Chinese cities and will depict India’s scientific achievements, food and films as well as events involving eminent Indian and Chinese scholars and writers. Tourism and business promotion events will also constitute key components. An effort will be made to connect with Chinese youth by holding lectures Country initiatives targeting Chinese outbound visitors and cultural events in universities. 50 Ahead of this festival, India announced a new streamlined visa policy under which business and tourist visas will be processed within two days to encourage Chinese visitors with immediate effect and without any extra charges. Auckland, New Zealand New Zealand According to the New Zealand Tourism A new website, the China Toolkit, was Board, the number of Chinese tourists visiting launched to help the New Zealand tourism New Zealand in 2013 jumped 16 per cent sector deliver quality experiences to Chinese year-on-year to 228,928 and total expenditure visitors. The Toolkit is an output of the China by Chinese tourists rose seven per cent on Market Review, released in early 2013 by the year to NZ$723 million. China is now New Prime Minister and Tourism Minister John Key. Zealand’s second largest tourist market. Tourism New Zealand is continuing to build In April 2013, New Zealand began to allow its presence in China using Chinese social Chinese tourists to extend the length of media, with two successful events promoted multiple-entry visitor visas for independent using Douban for the first time. The Douban travellers. If they return within two years, account complements Tourism New Zealand’s they don’t have to repeat the visa application main social activity on Weibo in promoting process. A new bi-lingual China section on New Zealand as a holiday destination. The the Immigration New Zealand website has first event, the ‘Who’s your favourite Hobbit also been introduced to make it easier for character?’ flash campaign, was launched to Chinese visitors to lodge a visa application. support the first Hobbit film release in China in February 2013. The Hobbit was released Tourism New Zealand launched its Premier in China, as one of only 34 Western films to Kiwi Partnership (PKP) programme in be released in China every year, in January 2013. Eleven inbound tour operators and 2013. A second campaign in April called ‘DIY eighteen China-based travel sellers were your own NZ trip’ increased Tourism New selected to participate in this incentive-based Zealand Weibo fans more than six-fold. programme aimed at developing, marketing and promoting longer stay and higher quality itineraries for Chinese tours to New Zealand. Five of China’s best-known celebrities fronted an advertising campaign for Tourism New Zealand in which they shared their personal holiday stories to encourage potential travellers to travel like a star in New Zealand. The five celebrities included the editor of the largest Chinese language infotainment web-portal Sina Outdoor, a TV celebrity with a love of good food, a fashion designer, a chief journalist and online TV talkshow host, and a music producer and TV host. Together they profiled the five key travel themes for Chinese travellers: adventure, food and wine, romance, Middle-earth and relaxation. 51 South Korea China became the largest inbound market Air started a chartered plane operation for South Korea for the first time in 2013 , for Jeju-Guangzhou route and Korean Air as the number of its visitors exceeded Air began Busan-Nanjing. Jin Air, which those from Japan, with 4,327,000 Chinese had operated irregular flight services travellers visiting the country in 2013, from Jeju to Mudanjiang, Zhengzhou, a 52.5 per cent increase on 2012. Xi’an and Nanchang in 2013, made them 18 a permanent service in April 2014. In July 2013, the government announced the expansion of the issuance of multiple That same month, Cheongju International visas for Chinese nationals to their spouses Airport was designated as an airport and children. Seoul will also issue multiple- that travellers transferring between entry visas to Chinese nationals who have flights could enter without any visa memberships in condominiums in South and stay for more than 72 hours. Korea worth 30 million KRW (US$27,000) or higher and family register holders in Incheon Metropolitan Government is promoting Beijing and Shanghai. Students from a visa waiver program for the Chinese 112 colleges designated by the Chinese travellers to attract more to the casino in the government are also included on the list. free economic zone in Yeongjong Island of Also, foreign tourists visiting via cruises are Incheon as well as to attract more travellers cleared to stay for three days on land for to the Incheon Asian Games, later this year. sightseeing without immigration screening. Local governments implemented various Country initiatives targeting Chinese outbound visitors marketing activities to attract Chinese 52 travellers. Suncheon generated promotional materials and videos, arranged FAM tours inviting major travel agencies and media from China; Busan organised a FAM tour for Chinese power bloggers, while cities on the Eastern Sea Coast hosted a tourism promotion event inviting major travel agencies and related organisations from China. During 2013, several new air routes were added. Eastar Jet launched CheongjuShenyang route and Jeju-Kunming, China’s Juneyao Airlines introduced YangyangShanghai, its first flight route to Korea, Jeju Air opened three new routes: Incheon-Weihai, Busan-Zhangjiaje and Jeju-Wuhan, T’way Busan, South Korea 53 18 Korea Culture & Tourism Institute “Tourism Trend Report: December 2013” Taiwan In 2013, the total number of Chinese travellers have culture-themed or playful décor design, from mainland China visiting Taiwan was which makes them one of the must-see 2,874,702, against 972,132 in 2009 when places when visiting the country. Taiwan Chinese visitors officially overtook Japanese HSR (high speed rail) is teaming up with visitors and became the top inbound market 19 hotels throughout Taiwan, offering rail for the first time. The most significant growth and hotel packages to promote independent happened in 2011, when Taiwan started travelling, offering discounts on quality opening up to Chinese independent travellers. hotels. Hualien B&B owners offer rail ticket According to the National Immigration Agency, plus accommodation package, targeting up until March 2014, the total number of Chinese independent travellers who have Chinese independent travellers had increased trouble booking popular Hualien rail tickets. 177 per cent year-on-year, while Chinese group travellers increased 17 per cent. Later this year, China Airlines plans to open four new air routes from Taiwan, which brings There were five times more visa applications the number of destinations operated by the for the Chinese inbound travellers during the airline in Mainland China to 32 cities with Chinese New Year holiday in February 2014 150 cross-strait flights per week. and the number of Chinese group travellers and independent travellers in April 2014 was 223,400 and 87,000 respectively, which both broke the record of Chinese visitors in a single month, according to the Tourism Bureau. Country initiatives targeting Chinese outbound visitors In 2013, restrictions for multiple-entry visas 54 were relaxed and, in April this year, the quota for Chinese Flexible Independent Travellers has risen from 3,000 per day to 4,000 per day. Starting from 2015, the daily quota for Chinese group travellers will be 5,000 people. Taiwan has always been a popular destination among Chinese travellers. The geographical location across the Taiwan Strait allows easy flight arrangements, ideal for long weekend getaways. The Ministry of Foreign Affairs, is promoting cross-strait business collaboration through its “Meet Taiwan” project. Chinese independent travellers like to stay at fun-themed motels in Taiwan. Many motels Thailand Chinese travellers were Thailand’s top inbound tourist market in 2013 and 2012, although the difference between the two years was dramatic. The number in 2012 was 2,786,860, rising dramatically to 4,637,335 last year, according to the Thailand Department of Tourism. The Tourism Authority of Thailand (TAT) and Thai Airways International have invited media representatives from five major cities of China for a trip to survey touring routes in Bangkok, Chonburi and Rayong to form a better understanding of Thailand and build confidence among Chinese tourists. The campaign is expected to reach at least five million people. There is also the “I Love Thailand” project to penetrate the youth tourist market. The TAT organised an online competition to select five Chinese bloggers with the highest number of followers from Chengdu City, Sichuan Province and Chongqing, who traveled to Thailand in March to visit tourist attractions in Rayong, Chonburi, Ayutthaya and Angthong. Everyone loves a good romantic comedy and it is claimed that Lost in Thailand, a Chinese film launched in 2012 encouraged Chinese fans of the movie to travel in Thailand in greater numbers to visit the filming locations. Pathum Wan District, Bangkok, Thailand 55 United Kingdom According to the Office of National Statistics, the UK recorded a nearly 40 per cent rise in the number of visitor visas granted to Chinese nationals in 2013, rising to 291,919, but this pales in comparison to the 1.4 million Schengen visas granted during the same period to visit 26 other European countries. In June 2014, the British government bowed to pressure and announced plans to make UK visas easier for Chinese travellers by extending a pilot scheme whereby selected Chinese travel agents could apply for UK visas using the Schengen form to all visitors from China. Chinese visitors who have secured a visa for Ireland will, from the autumn, be allowed to visit the UK without completing a second application form. A new 24-hour “super priority” visa service will also become available from this summer, while the possibility of extending this VIP mobile visa service outside Country initiatives targeting Chinese outbound visitors of Beijing and Shanghai is being examined. 56 VisitBritain launched its GREAT China Welcome programme to support businesses that are already “China-ready” and help those who are not. Retail establishments are doing all they can to woo visitors through their doors: Harrods has 75 UnionPay terminals installed throughout its Knightsbridge store. Birmingham Airport became the country’s first gateway to offer UK charter package tours from China and the first UK airport outside of London to launch direct charter flights to China with the start of services by China Southern Airlines this summer. Westminster, London, United Kingdom Elsewhere in Europe Italy has eased its visa application process by allowing Chinese travellers to apply at the Italian Embassy in Beijing or at one of the consulates general closest to their place of residence. In the past, they had to visit the Embassy or consulate general assigned to the location of their household registration or temporary residence permit. This is in recognition of the fact that more people work in a city but have their household registration elsewhere. Chinese tourists to Switzerland increased rapidly during the review period, registering just under one million tourists in 2013, at a CAGR of 35 per cent. This makes Switzerland the fastest-growing European nation in terms of inbound Chinese tourism. In response to this, Switzerland Tourism began to train ski instructors to speak Mandarin in 2014, in the hope of attracting more Chinese skiers. Norway has opened an additional visa application centre in Shanghai where it can process a higher number of applications each day, compared to the restricted facilities at the consulate. Trevi Fountain, Rome, Italy 57 About Hotels.com Hotels.com is a leading online accommodation 90,000 eligible hotels around the world, booking website with more than including many that do not have loyalty 290,000 properties around the world programmes of their own. Since launch, through the Expedia® group network, Hotels.com has rewarded its customers ranging from international chains and all- with more than one million free nights*. inclusive resorts to local favourites and bed & breakfasts, together with all the Under its Best Price Guarantee, if a information needed to book the perfect stay. customer can find a lower price on a prepaid hotel, Hotels.com will refund Starting as a telephone service in 1991, the the difference, subject to the terms and first website was launched in the US in 2002 conditions set out on www.hotels.com. with the first international version launched in the UK later that year. There are now Travellers can book online or by contacting more than 85 Hotels.com sites worldwide one of the multilingual call centres. 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