Group Tour & International Marketing Update. Welcome!

Transcription

1 Group Tour & International Marketing Update Welcome!

2 Where We ve Been: North America America Bus Association (ABA) January 10-13, 2015 National Travel Association (NTA) January 18-22, 2015 Heartland Travel Showcase February 20-22, 2015

3 Where We re Going: North America Circle Wisconsin Midwest Marketplace Madison, WI March 29 31, 2015 Winnipeg Sales Mission April 15-17, 2015 Travel Alliance Partners (TAP) Oklahoma City, OK June 7 11, 2015

4 Winnipeg Sales Mission 20+ Minnesota travel industry partners Meet with Travel writers, tour operators and travel agents CAA members CAA staff

5 Stay Tuned 2016

6 Where We ve Been: International IcelandAir s Mid-Atlantic Seminar, Reykjavik Iceland Matka Travel Fair & Long Haul Workshop, Helsinki Finland Industry Partners Best Western Minnesota Bloomington Convention & Visitors Bureau Mall of America Meet Minneapolis

7 Where We ve Been: International Swanson s Travel Day Osby, Sweden ITB & VISIT USA Media Breakfast Berlin, Germany Discover America Copenhagen, Denmark Sales Mission Mexico City, Mexico

8 Where We re Going: International Active America China Las Vegas, NV April 7 10, 2015 IPW (International Pow Wow) Orlando, FL May 30 June 3, 2015

9 Tips from a Travel Writer Leif Pettersen Tourism Communications Manager Mall of America

10 Why China? Melody Zhou, President CIAC Travel Amir Eylon, Vice President, Partner Engagement Brand USA Douglas Killian, Senior Director International Tourism Mall of America

11 Chinese Visitors to the U.S. ( 000) 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1, Under 200, million (+22.6%) #5 overseas market million (+21%) #4 overseas market Sources: U.S. Department of Commerce, ITA, National Travel and Tourism Office

12 Arrivals (000) USA Overseas Arrivals ( 000) 6,000 United Kingdom 5,000 4,000 3,000 2,000 1,000 - Japan Brazil China Germany France Korea, Republic Of Australia India Italy Colombia Venezuela Argentina Spain Netherlands Sweden Switzerland Russian Federation Chile

13 Key Chinese Travel Spending Trends Spend Per Person Per Trip: $6,000-$7,200 spend per person per trip to the U.S. makes Chinese the highest spending visitor group per person per trip to the U.S. Travel Spend: China s middle and upper classes spend 19% of their annual salaries on overseas travel dramatically more than any other source country Luxury Spend: 75% of Chinese tourists purchase more than 3 luxury items per trip Global Force: Chinese tourists make up 25% of global spending on luxury goods

14 Duration of Next Trip: nights or less 1% % Total Likely Visit U.S. in Next Trip 4-6 nights 8% 10% 7-13 nights 55% 57% nights 29% 33% 21+ nights 4% 4% Question: How long will this holiday likely be? Base: China intercontinental travelers (N=1,002), China travelers who will likely visit the U.S. in their next intercontinental trip (n=539) Source: Brand USA Custom Study

15 Brand USA China Team AVIAREPS Yoichi Hayase Asia Strategy Director Michael D. Merner Managing-Director, Asia Mavis Zheng Beijing Office Director Diana Liu Guangzhou Office Directo r Tina Yao Shanghai Office Director Jenny Guan Travel Trade Marketing Manager Sunday Wang Public Relations & Co-op Manager Spring Zheng Travel Trade Marketing Director Anita Jia Public Relations & Co-op Director *Taiwan and Hong Kong Offices are operated separately.

16 Upcoming Trade Shows in China ITE Hong Kong, June 11-14, 2015 BITE Beijing, June 26-28, 2015 CITM Location TBD, Dates TBD

17 GoUSA The Website In China it s named GoUSA.cn. It s a platform which helps Chinese discover the best things to do in America. Fast becoming the No.1 source of US related travel content in China GoUSA.cn and GoUSA.tw are responsively designed and built by a Chinese agency specifically for Chinese audiences

18 Pageviews Visits to GoUSA.cn 329k 209k

19 Our Social Media Channels GoUSA Chinese social media footprint is 900,000+ across Sina Weibo and WeChat 10 posts+ per day across our channels Featuring the best US travel guides, shopping experiences, outdoor adventures and city escapes

20 Syndicated Content We produce 1000 s of unique content pieces which are shared through dozens of media outlets across China. We have exclusive content-featured programs and ad rolls which run across China s largest video portals.

21 2015 Brand USA China Pillars Educate Travel Trade Nationwide Secure the development of a wide range of new U.S. tour product beyond the traditional U.S. gateways Co-op with Chinese travel trade & airline partners to secure increased investment in U.S. travel promotions Extend Brand USA marketing programs into Secondary Markets throughout China Promote new 10-year visa policy nationwide Target both Leisure & MICE markets Secure launch of new airlift/new gateways/new airline partners Rapidly boost earned media coverage/visibility nationwide Launch brand advertising campaign Leverage booming Online & Social Media channels Generate China Co-op investment opportunities for partners Offer China Market-Entry Platform for U.S. Partners

22 Tapping the China Market Send press releases, newsletters, promotions, images & videos to Brand USA China Translate into Chinese at a minimum, a simple fact sheet and a map Host China FAM groups Join the Brand USA Mission or have the Brand USA China team set up a one-on-one Mission for you Have your website translated into Chinese by Mailman and co-hosted on Participate in Brand USA China co-op Join Brand USA s China Market Entry Program for a yearround coordinated program of PR, Travel trade, and digital programs

23 Melody Zhou, President CIAC Travel

24 Prepare our Product: Know our strength Strengths in Minnesota Education- Top Public Education from Elementary to High School, U of M Shopping MOA Medical consultation Mayo Clinic Outdoor activities ice fishing, water sports, helicopter, hunting, golfing Corporate visits are very important 3M, Land of Lakes, Target We know our products and our strength. How can we show them to our Chinese visitors: Communication Chinese website China brochure/flyer Attend trade show in China COTTM/ CITM Attend domestic conference - Active China America Be a member of tourism association NTA, USTOA, some have China program At Least: Close contact with local receptive tour operator like us, and we can pass your name out! Learn our Consumers: In 2012, Hilton launched the Hilton Huanying ( Welcome ) program to address the unique needs of Chinese travelers abroad, including saying Ni Hao to Chinese guests. We know Chinese visitors spend lots of money for luxury goods but not necessary for hotels. Can we give special discounts for their hotel stay? Chinese visitors don t know much English. Language assistance is important. Can we have Airport greeting in Chinese? No matter where we go, we look for Chinese restaurants and ask for Chinese food. Can hotels provide Chinese breakfast? Or shuttle bus to local Chinese restaurant? They using wechat as important app. Can buses provide free Wifi? They like drinking tea and want hot water. Can room service provide 24 hour hot water service?

25 Last recommendation: What can Minnesota sell: Home stay program for students: gather information from local families who are willing to open their doors. Open house program: companies offering free tours and share in-depth tour of their products. Tourism Investment: attracting investors to build more destinations like hunting site, luxury fishing resort, Ice fishing cabins Close contact with local Chinese community. They are the ones who care about our state the most and will help us bring their friends/relative here. As for support from Airlines - providing Non-stop flights, check in, luggage limits Give support to local receptive tour operator offer better hotel or coach rates Giving free tickets MOA is great supporter consultation from state or city level to get contacts: TV Station Pork Industry Giving first hand product information on things like international conventions, competitions or events that may attract international visitors.

26 China Specific Focus Premier Shopping Union Pay Educational Initiatives

27 China Specific Focus Partnership with CIAC Travel Active America China Marketing Rep in China

28 China Specific Marketing We Chat Weibo Fam Trips Evolving Opportunities

29 Learn more: exploreminnesota.com/industryminnesota Contact us: