Chinese middle class tourists redefine the shape of international tourism

Chinese Middle class tourists - China Elite FocusWen Zhong, a 28-year-old from Shanghai has already been to France and the Netherlands . He is now flying from Schiphol airport in Amsterdam to his final stop, Finland, where he hopes to see the Northern Lights (“very exclusive”). Mr Wen is typical of a new wave of Chinese tourists: young, affluent and travelling independently, rather than on a “20-cities-in ten-days” bus tour like those that brought his predecessors. Such tours still appeal to most Chinese tourists on their first trip further afield than Hong Kong, Macau or Taiwan. But a third are now organising their own travel, spending more and staying longer in each of their destinations.
Nearly one in ten international tourists worldwide is now Chinese, with 97.3m outward-bound journeys from the country last year, of which around half were for leisure. Chinese tourists spend most in total ($129 billion in 2013, followed by Americans at $86 billion) and per tax-free transaction ($1,130 compared with $494 by Russians). More than 80% say that shopping is vital to their plans, compared with 56% of Middle Eastern tourists and 48% of Russians. They are expected to buy more luxury goods next year while abroad than tourists from all other countries combined.
The dizzying pace of growth is expected to continue. Only around 5% of China’s population now own passports, and most of those who travel go to Hong Kong or Macau. But increased affluence, a trend towards longer holidays, fewer visa conditions and growing numbers of repeat travellers mean that every year more will take foreign trips, and more will venture farther. By 2020 the number of foreign trips made from China will double, predicts Aaron Fischer of CLSA, an investment firm, and spending by Chinese tourists abroad will triple.

Shops, hotels and other tourist businesses are scrambling to profit from the new arrivals. Schiphol, which has direct flights to seven Chinese cities, hands out presents in the arrivals hall around Chinese New Year and has a free translation app to point Chinese travellers to its luxury shops, all of which accept Chinese currency and Union Pay (China’s main credit card). Benno Leeser, the boss of Gassan Diamonds, a Dutch jewellery chain with 14 outlets in the airport, travels to China every year to schmooze with the travel agents who bring him his best customers.

New destinations are trying to work out how to get themselves on the itinerary. After direct airline connections, the next step is to make getting a visa easier or, better still, to bring in a visa-waiver scheme. In 2013 Chinese citizens could visit just 44 other countries without a pre-arranged visa; Taiwanese citizens could visit 130, and Americans and Britons over 170. In 2010 the European Tour Operators Association found that a quarter of Chinese who had hoped to visit Europe for leisure had abandoned their plans because of visa delays. Britain, which is outside the European Schengen free-travel area, requires its own visa—the main reason it gets just a ninth of the Chinese tourists France does.
America has started to interview Chinese visa-applicants online and allows them to pick up their visas at any of 900 bank branches, rather than the American embassy. It saw a 22% increase in Chinese visitors last year. But places with visa-waiver schemes, like the Maldives, are really thriving: last year the number of Chinese visitors to the islands increased by 45% and reached nearly a third of the 1.1m total. A boom in Chinese honeymoons helps. Beach resorts are also popular with “6+1s”—young couples travelling with one child and two sets of parents. Parents and children do adventure activities; grandparents, who are less likely to speak English, go to evening shows and cannot get lost.

The next step is to tailor language, products and services to the Chinese market. Printemps, a shop in Paris, has a dedicated entrance for Chinese tour groups; Harrods in London has 100 Union Pay terminals scattered throughout the store. Both are recruiting Mandarin-speaking staff and have Chinese-language websites and maps. Hotels increase their appeal by offering Chinese television channels, menus with pictures, and congee (Chinese porridge) for breakfast. Such details are seen as a sign of respect.
Appealing to the new Chinese horde means tapping into their love of a good romantic tale, says John Kester of the UN World Tourism Organisation. Thailand saw the number of Chinese visitors triple after a blockbuster film, “Lost in Thailand”, inspired a generation to come and sample Thai beer. Mauritius is hoping that “Five Minutes to Tomorrow”, a romance due out later this year featuring Liu Shishi, a popular actress, and partly filmed on the island, will bring it a similar bonanza.

The new generation of Chinese luxury travelers don’t rely anymore on old fashioned Chinese outbound travel agencies: They prefer to carefully select their destination and hotels with the help of specialized luxury travel magazines, such as the Shanghai Travelers’ Club magazine of Luxury Hotels of America, both published by the fast growing publishing company China Elite Focus Magazines. “We opened a new office in New York City last year” said Pierre Gervois, the Publisher. “Our editorial team is based in Shanghai, and our sales office is now in the United States, to be closer to our advertisers, mostly luxury brands who want to use our media portfolio to reach directly independent Chinese travelers”
The toughest step is getting noticed by Chinese would-be travellers, says Frank Budde of the Boston Consulting Group and co-author of “Winning the Next Billion Asian Travellers”. Nearly half of China’s population is now online, and two-thirds of those planning to travel use online material when preparing their itinerary. Since they use different search engines and social-media platforms from everywhere else, success largely depends on being blogged about on these platforms. Here, destinations can make their own luck. Tourism New Zealand’s decision to host the fairy-tale wedding of Yao Chen, an actress with 66m followers on Weibo, China’s equivalent of Twitter, in Queenstown in 2012 was rewarded with 40m posts and comments on discussion forums, 7,000 news articles—and a surge in interest from Chinese lovebirds.

Source: The Economist

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More luggage allowance on planes for Chinese tourists

As the global travel industry rolls out the welcome mat for China’s surge of outbound tourists, it should consider tipping the scales in their customers’ favor.

Consider Emirates Airline, which has won over retail-crazy Chinese travelers by simply boosting their baggage allowance.

“They increased their luggage allowance because they recognized when Chinese travelers go abroad, they come home with more than when they left,” says Martin Rinck, Asia-Pacific president of Hilton Worldwide.

“And just by making that change, they won tremendous market share of the Chinese consumer.”

For the latest CNN “On China” program, I talked to a panel of industry insiders about how to cater to China’s rush of outbound tourists.

Fittingly, we filmed our discussion inside Beijing Capital International Airport — a rare opportunity for an international TV network. The airport is on track to become the world’s busiest passenger hub.

That’s not a surprise, given the boom in Chinese business and leisure travel. By 2020, it’s estimated more than 200 million Chinese will go overseas — double the number that did so last year.

“It has been one of the biggest dreams for Chinese travelers to go outside and travel overseas,” says Chen Xu, a Beijing-based researcher at the Chinese Tourism Academy, a government think-tank that studies tourism trends.

“And now the government has lifted restrictions on outbound travel, so for more Chinese, it’s much easier to travel abroad.”

Fueled by more visas and more money, rising numbers of Chinese tourists are now able to fly further and spend more, many booking their own adventures online on travel sites like China’s CTrip.com.

“We just recently sold a very top-end package tour which is $200,000 per person for 88 days around the world,” says CTrip.com Chief Operating Officer Jane Sun.

We just recently sold a very top-end package tour which is $200,000 per person for 88 days around the world.
Jane Sun, CTrip.com

She asks me to guess how long it took to sell the package. I play along: “Eight minutes?”

“17 seconds,” she says with a smile.

Without a doubt, the interest and buying power of China’s ultra-luxury travelers is immense. Across the board, China’s outbound tourists are the world’s biggest spenders. In 2012, they spent a record $102 billion on international tourism.

And major booking volume is moving across mobile devices.

“More than 50% of our hotel bookings are on mobile,” says CTrip.com’s Sun.

Hilton’s Martin Rinck adds: “China skipped the whole desktop/MacBook/computer thing and went straight to mobile.”

“Some companies are really proud to have a new website, but if it doesn’t have the functionality to be read on a small device and have full integration on a mobile device, it’s really of no use.”

It’s also of no use if you don’t welcome your Chinese guests in Mandarin Chinese.

“We do this outbound Chinese travelers survey every quarter,” says CTA’s Chen Xu. “And we noticed that last year, for four consecutive seasons, lacking Chinese service and lacking Chinese-language TV programs or menus were the most unsatisfying factors.”

“As a business, you probably have to provide more Chinese-language services,” he adds.

CTrip.com company data is in line with CTA’s quarterly surveys.

“On our website, we rank the hotels and the sites,” says Sun. “The hotels with Chinese services are ranked higher than the other hotels.”

And does that influence consumer choice?

“Absolutely.”

In 2011, Hilton Hotels & Resorts launched “Hilton Huanying,” a welcome program tailored for Chinese travelers. In a number of Hilton properties outside China, it rolled out China UnionPay terminals, front desk staff fluent in Chinese, and a range of tailored in-room amenities like Chinese-language TV and tea kettles.

“We started the program in August 2011 with 15 participating hotels outside of China,” Rinck tells me.

“We now have 82, and those hotels doubled their percentage of Chinese travelers in a period of just two years.”

It’s a clear message for the global travel industry: Tune those screens to Chinese TV and boost that baggage allowance. It pays to understand the needs of the 200 million tourists coming your way.

Article from CNN World.