oo China Overview
Welcome Facilitators: Janene Rees
Overview of China Market
1.4 MILLION INBOUND CHINESE TO Source: Chinese International Travel Monitor AUSTRALIA 2016-17
86.7% increase in Chinese visitors NSW from 2012-2016 Source: Destination NSW
Travel patterns last 10 years and into the future
2005 to 2010 2005 to 2010
3.2 million Chinese visited Japan in 2015, an 83% increase on the previous year.
In 2016 Thailand welcomed 8.3 million Chinese tourists http://www.bangkokpost.com/business/tourism.
The Future
1.4 million Chinese visitors to Australia Sept 15-16 Total expenditure $9.1 billion. Tourism Australia International Snapshot Source: Tourism Australia Aviation Statistics
AUSTRALIA is the number one destination that Chinese travelers intend to visit in the next few years A New Report (Source: latest Visa PATA Travel Intention Survey)
Chinese traveller wish list for the year ahead Ranking Destination 1 Australia 15% 2 Japan 13% 3 Hong Kong 11% 4 South Korea 7% 5 Maldives 6% 6 Thailand 4% 7 Singapore 4% 8 Macau 4% 9 France 3% 10 Taiwan 3% Source: Chinese International Travel Monitor 21 July 2016
Flights between China & Australia Flight direct capacity to Australia from China increased 37 per cent in September 2016 5 December 2016, Australia and China entered a landmark open aviation market agreement between the two countries, removing all capacity restrictions to further strengthen the bilateral relationship Eight airlines operate 25 direct routes between China and Australia. Over half of Chinese visitors to Australia fly on Chinese carriers. (Source: Tourism Australia Aviation Statistics)
New Flights between China & Australia Route Airline Aircraft Weekly Effective operation frequency dates Beijing-Sydney Qantas A330-200 7x Jan-17 Guangzhou-Adelaide China Eastern Airlines A330-200 3x Dec-16 Shanghai-Brisbane China Eastern Airlines A330-200 3x Nov-16 Hangzhou-Sydney China Eastern Airlines A330-200 3x Nov-16 Xi'An-Melbourne Hainan Airlines A330-200 2x Jun 17 Changsha-Melbourne Hainan Airlines A330-200 2x Nov-16 Sydney-Kunming China Eastern Airlines A330-200 2x Nov-16 Chengdu-Sydney Air China A330-200 3x Oct-16 Shenzhen-Melbourne Air China A330-200 4x Jun-17 Wuhan-Melbourne China Eastern Airlines A330-200 2x Jun-17 Qingdao-Melbourne Beijing Captital Airlines A330-200 3x Jul-17 Xi'An-Sydney Hainan Airlines A330-200 3x Sep-16 Changsha-Sydney Hainan Airlines A330-200 2x Sep-16 Xiamen-Melbourne Xiamen Airlines B787-8 2x Jun-16 Shenzhen-Brisbane Hainan Airlines A330-300 2x Sep-17 Hong Kong-Gold Coast/Cairns Hong Kong Airlines A330-300 3x Jan-16 (Source: Tourism Australia Aviation Statistics)
3X Generational Travel
3x Generational Travel
Top 5 Most Important Factors when Selecting a Holiday Destination WORLD CLASS BEAUTY AND NATURAL ASSETS 57% GOOD FOOD,WINE, LOCAL CUSINE AND PRODUCE 46% A SAFE AND SECURE DESTINATION 45% RICH HISTORY AND HERTIAGE 35% (Source: Tourism Australia) SPECTACULAR COASTAL HISTORY 27%
` The New China
1 st 2 nd & 3 rd Tier Cities The BIG 4 First tier cities Beijing, Shanghai, Guangzhou & Shenzhen Second tier Chongqing, Tianjin, Chengdu, Wuhan, Xiamen Third tier Kunming, Xi an, Tsingdao and Guilin
My Chongqing Story 2 nd tier city 34 m in Chongqing province Smart, sophisticated city Young affluent want to travel Direct flights to Sydney with: Hainan Airlines Sichuan Airlines
NEW Asian CHINA/NEW Tourism Growth ASIA VIDEO??????
WHY CHINA? 中国 Because this is the NEW CHINA
Understanding Market Segments
Understanding Market Segments ADS Groups FIT s MICE Visiting Friends and Relatives (VFR) Student Travel Luxury Travel
Target Market Breakdown 15% 9% Holiday VFR 20% 56% Education Business Source: Understanding the Chinese Market 2016, Tourism Australia
Free Independent Traveller (FIT)
Fly In/Fly Out Fly and self drive Self Drive Day tour Mode of Travel
Definitions Free Independent Traveller (FIT) An FIT is an individual (or small group of < 10, probably self-drive) traveling and vacationing with a self-booked itinerary, not part of a tour group - research and book independently FIT approx. <10, with a driver guide FIFO FIT fly into Sydney, Melbourne & Gold Coast research and book independently Self-drive, but have guide in lead car up to 30 people FIT s on day tours FIT s make up to 70% - 75% Chinese inbound visitors to Australia
Chinese FIT Holiday Age 7% 30 to 44 years 29% 33% 15 to 29 years 45 to 59 years 31% 60 years+
Free Independent Traveller (FIT) 75% of Chinese travelers are high yield free independent travelers The top five regional destinations in Australia visited by the Chinese FIT holiday market to Australia were : Sydney (54%), Melbourne (45%), Tropical North Queensland (27%), Gold Coast (24%), Brisbane (14%).
Free Independent Traveller (FIT) FIT s travel on Subclass 600 visa (Australia is trialing a ten year multiple entry visas for Chinese visitors) Tourism stream valid for tourist, FIT, study less than 3 months Teachers accompany students need to apply for business visa 25% ADS Groups
Free Independent Traveller (FIT) Types of FIT traveller High end luxury traveller Honeymoon market VFR Youth market backpacker 3x Generational travel (Image source: Destination NSW)
Market Fit/Target Audience 2017
Luxury Traveller Growing market, exciting part of FIT Dynamic Driving Change having new experiences They want flexible travel
Creative Products Know your market Wedding photos three months prior to the wedding Looking for amazing backdrops
Definitions Approved Destination Status (ADS) Tour Groups The Approved Destination Status (ADS) scheme allows Chinese tourists to travel to Australia in guided groups. Tourist visas under the ADS scheme are only available to people travelling in tours organised by inbound tour operators (ITO s) approved by Australian and Chinese government authorities. Established in 1999, administered by Austrade Makes up approx. 30% of Chinese inbound visitor market
Group Travel ADS Groups (Approved Destination Status scheme) Leisure Groups Shopping Groups
Shopping Groups
Leisure Groups (Image source: Destination NSW)
Meetings, Incentives, Conferences, Exhibitions (MICE)
MICE Growth market for Australia Australian tourism operators get business from MICE Every state in Australia has a business events team in mainland China to market Australia as a conference destination Eg 2017 Amway brought 7000 delegates to Australia over 2 months VIP component of a few hundred delegates will have different itinerary and requirements
Visiting Friends and Relatives (VFR) Act like FITS Nature experience Self drive tours Tend to stay longer
Student Travel 46,400 Chinese students currently studying in Australia VFR stay 30 nights +
New Emerging Trends Sporting Gold Coast Airport Marathon Sydney Running Festival Cairns Ironman 1.5 million last year 5 years 50000 competed in marathons in China Marathon running is being dubbed the religion of the middle class
Visitor Expectations Visitor expectations differ between market segments Types of products Traditional itineraries 8-12 days Itinerary determined on market segment Self drive one state
FIT Expectations 1. Flexibility 2. Being able to decide on the day what they are doing 3. Minimum 4 star 4. Want a Western experience funky cafés, restaurants, vineyards 5. High users of Mafangwo & TripAdvisor sourcing accommodation, experiences travel 6. Book and visit attractions that are award winning 7. Translation in simplified Chinese
FIT travellers are: Unique 40-50% are return visitors More confident and independent 80% are booking accommodation and attractions before leaving china FIT Expectations
Visitor Expectations Key Opinion Leaders (KOL), eg. Running Man Seeing beautiful blue water, sandy beaches, they want a part of it Already in mind with marketing from Tourism Australia
Self Drive Exciting growth segment Many self drive itineraries in place Most popular: Legendary Pacific Coast, Sydney Gold Coast
The Legendary Pacific Coast Drive From Sydney to the Gold Coast Has been a success among Chinese self-drive travellers
Itineraries ITO s are selling itineraries to Wholesalers in China 4 star accommodation Inbound Tour Operators (ITO)
Distribution Network
Retail Outlets (in Mainland China) Wholesalers (mainland China) Inbound Tourism Operators (in Australia) Online travel agents (mainland China) Online Travel agents (Australia) Hotel Concierge
Eg Nahu Travel in Guangzhou Retail travel outlets based in mainland China Throughout mainland China you will find shopfront travel agents for consumers to directly walk into Retail definition consumers can buy direct Wholesalers create itinerary and sell packages to retailers Emerging trend online travel agents are buying shopfronts to have retail presence
Wholesalers Based in mainland China Travel wholesalers that promote tours to Australia throughout their own networks in mainland china May include shopfronts
Wholesalers Book direct with tour operator in Australia Examples: CTS China Travel Services CITS China International Travel Service China Comfort Travel CYTS China Youth Travel Service U-Tour China Women International Service
Roles: Inbound Tour Operators (ITO s) Land operator organises every aspect of tour group From start to finish transfers booking tours and attractions on the ground in Australia Sales calls to wholesalers in mainland china Very competitive business to be in Over 200 inbound tourism operators in Australia
Inbound Tourism Online Becoming important business to understand in mainland china Many online travel platforms which consumers can book tours and attractions in Australia
Hotel Concierge More for attractions are on selling products, including regional areas
Preparation tips Packages Identify operators in your region already working with China/Asia Can you collaborate to create packages Make sure you are seen as the primary exporter And you control the invoicing own the package Staff training in greetings, cultural understanding
Preparation tips Accommodation Location Family apartments Restaurants Chinese options Free Wi-Fi China friendly Good relationship Packages
Packages Preparation tips Consistent rate all year Rate 12 months ahead 1 April
Cultural Do s & Don ts Red represents good fortune; however writing someone s name in red is associated with the end of a friendship The number 4 has a similar pronunciation to the word death in Cantonese, and is considered unlucky in some parts of China The number 8 represents wealth and prosperity Warm to hot bottled water not cold
Losing Face Losing face is translated as honour, reputation and respect It can literally make or break a deal Losing Face Showing a weakness or criticising someone in public will damage their reputation Giving someone a compliment or giving a gift will earn yourself or someone face.
Losing Face Chinese business circles hierarchy The distinction between different levels of is important management Respecting superiors is well observed In China, a subordinate would rarely question, interrupt or disagree with their manager, especially in a public When dealing with your superiors or elders in China it is always important to respect their position and ensure that they keep face
Business Cards Business cards are exchanged upon meeting Business cards should be printed in English on one side and Simplified Chinese on the other Always exchanged with two hands (as a sign of respect) Business cards represent the person to whom you are being introduced, so it is polite to study the card Business cards should be clean and neat; no dog-eared corners or smudges
Giving Gifts This practice is not official protocol but rather a customary ritual and very common. Helps build a solid and friendly business relationship When you present a gift there is a ritual for it to be refused a few times out of politeness, you should respond similarly. Red Envelope Hong Bao Don t open a gift after accepting it unless asked to do so, open it privately. The recommended colour for wrapping paper is red.
Translation Hello Ni Hao Thanks - XieXie Goodbye - Zai Jian Welcome - Huan Ying