In the 4th of our blogs about the challenges facing UK brands thinking about the Chinese market, I talk about clients’ concerns that they are not ready for the Chinese; that their product isn’t quite right or that their destination, attraction or hotel just isn’t appealing to Chinese tourists.
Are you worried that your product isn’t attractive to the Chinese? I meet many travel industry professionals who worry about this, yet much of this concern stems from a misunderstanding of the Chinese market and how it’s changing. Most significantly, it’s no longer just about group travel.
The 1st wave of Chinese outbound tourism saw an outflow of Chinese unused to overseas travel and often on their 1st trip abroad. These tourists were typically interested only in world-famous sites and they travelled on group tours by coach, following a packed multi-country itinerary while staying in value hotels on the outskirts of cities. Mainstream destinations, big name attractions and large, midmarket hotels all cater well for this market – and it’s still huge. But it’s not the only source of outbound Chinese travellers.
The rise of the independent Chinese traveller
In fact, the fastest growing segment of outbound Chinese tourism is independent travel. This opens up a wealth of opportunities for all kinds of less mainstream destinations and products as independent Chinese holidaymakers seek out one-off travel experiences and interesting locations. Chinese millennials, in particular, have probably already visited London, seen some of the ‘big ticket’ sights and are now keen to move beyond the capital and the well-trodden tourist path. They are increasingly self-reliant, degree-educated, have reasonably high proficiency in English – and they’re travelling frequently. They’re not so very different, in fact, from European and North American outbound travellers their age.
The appeal of natural, cultural and historical attractions to independent Chinese travellers
In addition to the traditional appeal of Royal palaces, iconic landmarks and luxury shopping, the Chinese are becoming more interested in natural beauty and the countryside. Clean air, in particular, is a great draw as a refreshing change from the air pollution of big cities such as Beijing. Switzerland has been quick to snare its share of this growing interest, receiving the 3rd largest volume of inbound Chinese visitors to Europe after France and Italy. 47% of Chinese independent travellers (FITs) cite the appeal of natural, cultural and historical attractions in choosing holidays overseas. This is the perfect time for heritage sites, historic houses and countryside Destination Management Organisations to position themselves for a slice of the growing Chinese market.
Outbound Chinese tourists are increasingly focused on unique experiences too, not only for their authenticity but also for their ‘bragging’ value on social media. There’s even a small adventure travel market and steady growth in polar tourism. But you don’t have to offer polar bears and ice floes for a social media-worthy experience for the Chinese. Quality 4* hotels are in demand from the growing tailormade travel segment for which the charming décor will be very photo-worthy. Country house hotels are prized for the quintessentially British experience which they offer; an afternoon tea in a sumptuous lounge or a walk in scenic sheep-strewn countryside is just the kind of experience attractive to the new Chinese tourists to enjoy and share on Weibo and WeChat.
Great opportunities for small fry
Quintessentially British experiences, in fact, are in increasing demand generally and you don’t have to be a big brand name to garner a following in China. Social media is HUGE and if you can get your product on the map with an influential blogger or Key Opinion Leader, the results could include significant additional revenue. The Regency Restaurant in Brighton welcomes thousands of Chinese every year thanks to a celebrity social media posting. We took rock band Miserable Faith to the Hard Rock Cafe in London and their enthusiastic postings about the experience reached 369,000 followers on Weibo alone.
China Ready Training
So there’s almost certainly a Chinese market for your product. But you’re still worried that you’re not ready to cater for Chinese visitors. Well that’s where China Ready Training comes in. Guanxi works with training partners who will help your operations and customer service staff to understand Chinese travellers’ expectations and needs and provide insight into small product changes which will make a big difference to the Chinese visitor experience. Even small, fairly low budget changes can be hugely beneficial.
And you don’t have to spend big bucks to test the Chinese market either. You can test your product proposition with our established contacts on a sales mission. This will allow you to better understand your product’s appeal to the Chinese and its likely market before committing to ongoing representation and PR in China.
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