GET CHINA-READY! PREPARING FOR THE CANADA-CHINA YEAR OF TOURISM IN 2018

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Aileen Benson
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2 B4 GET CHINA-READY! PREPARING FOR THE CANADA-CHINA YEAR OF TOURISM IN 2018 MODERATOR: Alana Baker Hotel Association of Canada SPEAKERS: Sarah Kutulakos Canada China Business Council Jon Mamela Destination Canada Laura Pallotta Marriott Hotels of Canada H O T E L A S S O C I A T I O N. C A

4 The Challenge

5 Doubling Arrivals by M 15% 610K compounded growth in arrivals per year Source: Destination Canada

6 Market Potential to Canada Adults 18+ Potential long-haul travellers Considering visiting Canada next 2 years 75M 20M 11M Source: Destination Canada

7 We re Still to Be Discovered United States Australia 25% 24% Destinations Visited in Past 3 Years France 23% United Kingdom 20% New Zealand 18% Canada 4% Source: Destination Canada / Significantly higher/lower than 2016.

8 Interest To Visit Canada United States Australia 14% 12% Destinations Wanting to Visit Next in 2 Years France 10% Canada 9% United Kingdom 6% New Zealand 6% / Significantly higher/lower than Source: Destination Canada

9 Interest Levels of Regions of Canada NORTH 12% BC 49% AB 34% SK / MB 40 % ON QC 38% 58% MARITIMES 32% Source: Destination Canada

10 When They Want To Visit Canada January to February 9% March to April 14% May to June 30% July to August 44% September to October 28% November to December 7% Don't know 3% Source: Destination Canada

11 Hotel Brand Awareness & Consideration Aware of Hotel Brand Consider Staying at in Canada 76% Holiday Inn 52% 74% Hilton Hotels & Resorts 46% 67% 64% 64% Sheraton Hotels & Resorts Marriott Hotels & Resorts Four Seasons Hotels & Resorts 33% 32% 33% 56% InterContinental Hotels 31% 50% Hyatt Hotels & Resorts 23% 45% Westin Hotels & Resorts 20% 33% AirBnB 21% 18% 15% 15% Days Inn Best Western Hotels Fairmont Hotels & Resorts 6% 5% 6% 10% Delta Hotels 3% 1% None of these 1% Source: Destination Canada

12 What Do They Enjoy On Vacation Natural attractions like mountains or waterfalls 60% Trying local food and drink 60% Nature parks 50% Historical, archaeological or world heritage sites 50% Viewing wildlife or marine life 50% Amusement or theme parks 43% Camping 42% Northern lights 42% Snowshoeing or cross country skiing 41% Hiking or walking in nature 40% Source: Destination Canada

13 Attitudes Towards Food & Drink I like to keep on top of emerging food trends 22% 59% 18% Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Source: Destination Canada

14 Attitudes Towards Food & Drink I love experiencing different foods and am willing to try anything once 48% I like to experiment with some different foods but there is a limit to what I'll try 40% I am willing to try some different foods but mostly keep to what I am familiar with 9% I play it safe and only seek out foods I am familiar with 3% Source: Destination Canada

15 Influencers of Food & Drink Choices The quality of food or drink at the establishment 76% 22% The atmosphere and vibe of the establishment 49% 47% Whether the establishment gets good reviews online 43% 52% Whether the establishment is recommended by locals 32% 56% Very important Somewhat important Source: Destination Canada

16 16 Factors Considered When Choosing Where to Eat/Drink Very important Somewhat important The quality of food or drink at the establishment 76% 22% 98% The atmosphere and vibe of the establishment 49% 47% 96% Whether the establishment gets good reviews online 43% 52% 95% Whether the establishment is recommended by locals 32% 56% 87% New question added in 2017 Pulse Check (Nov) no trending. Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=500) QPC8. When considering where to eat and drink during your travels, how important are each of the following?

17 2018 CCYT Business Objectives Drive Arrival Growth Tier 1 & 2 cities capitalize on incremental direct air capacity Target New Audiences High-Yield Segments Increase Visitation in Off-peak & to more regions of Canada

Primary Target Audiences 35-44 Free Spirits 35-44 Aspiring Escapists Experimentalist Highly

18 Primary Target Audiences Free Spirits Aspiring Escapists Experimentalist Highly social High value Seeking to take a break from the world Motivated by all things travel High value

19 Secondary Audiences

20 Our Marketing Strategy ATTRACT Soft adventures as the hook RELATE TO Vibrant cities as the connection DIFFERENTIATE Friendly and welcoming people STAND OUT CCYT as the foundation and bond

21 Our Creative Angle Your Ultimate Adventure Awaits 即刻启程, 精彩到加

22 Our Marketing Pillars Mobile- Centric Media Partnerships OTA s Key Opinion Leaders

23 2018 Tactical Plan - Road Map

25 Get China Ready Sarah Kutulakos Executive Director Canada China Business Council February 8, 2018

26 The Big Picture Know what China wants Five-year plan & economic goals Consumption/Imports Winter Sports Environment Make it easy to spend money Chinese tourists spend 3x Americans and 5x Brits. Link to consumers other goals Education Investment Real Estate

27 Increase your Appeal Pre-Departure Let them find you online Connect with the Chinese travel trade Speak their language Even if just a few words of greeting Tap into new wave of Food Tourism Menus in Chinese Rice as an accompaniment Sharing is norm Hot trumps cold Make it Easy to Shop & Pay Adapt to Changing Trends Independent Travel Customized Experiences Website hosting Make it Easy for the Chinese to Recommend You Ubiquitous wifi = real-time sharing on social media Monitor/respond to comments on sites like Mafengwo and DaoDao China-Friendly as a Key Strategy

28 Payment Systems are Key Companies like OTTPay and MotionPay are making it easier to keep up with Chinese payment systems OTTPay Example:

29 Alibaba s Travel Site

30 Links to the Broader Canadian Economy Making tourists happy brings them back for more than just tourism.

31 Links to the Broader Canadian Economy Estimated total value of Chinese visitors engagement with Australia, 2015 Table 3 Estimated total value of Chinese visitors engagement with Australia,

32 CHINA READY 32 32

33 REDEFINING TRAVEL FOR CHINESE CUSTOMERS 33

ASSOCIATES AMENITIES/SERVICES AVAILABLE AT ALL

34 MARRIOTT S LI YU PROGRAM HOTEL PLAN ON PROPERTY CHAMPIONS CHINESE TRAVELLER MINDSET TRAINING FOR ASSOCIATES AMENITIES/SERVICES AVAILABLE AT ALL HOTELS UNLESS OPT OUT ALIPAY/POST POST PAY ACTIVATED THROUGH PMS 34

35 MARRIOTT S NEW ALIBABA/FLIGGY JOINT VENTURE Google Search Talent Acquisition 35

36 36 ENABLED BY THE MARRIOTT INTERNATIONAL x FLIGGY JOINT VENTURE

37 37 MARRIOTT S DISTRIBUTION IN CANADA

38 THANK YOU H O T E L A S S O C I A T I O N. C A

Global Tourism Watch China - Summary Report

Global Tourism Watch China - Summary Report Global Tourism Watch 2010 China - Summary Report Table of Contents 1. Research Objectives... 1 2. Methodology... 1 3. Market Health & Outlook... 1 4. Unaided Destination Awareness... 2 5. Canada s Value