Attracting China February 4th, 2014 Evan Saunders CEO and Co-Founder, Attract China [email protected] www.AttractChina.com In 2012, 83m Chinese traveled abroad. …Every Home Game for the next 35 Seasons $102,000,000,000 Countries with less GDP than the annual holiday spend by Chinese Tourists 2012 Numbers • Boston: $298,601,100 spent by Chinese in 2012 - www.bostonusa.com According to the Hotels.com Chinese International Travel Monitor 2012 report “59 percent of Chinese tourists traveling to the US in the past year were designated independent travelers.” According to the Financial Times August 2013 report “Today, about 70% of Chinese tourists travel independently…” 70% of Chinese tourists designated independent. The Dilemma? Imagine a country with over 700 million internet users and no Google, Youtube, Facebook or Twitter; this is China. Google Analytics – 100% FREE Your Audience Your Audience Your Target Market Student Travel Independent vs Group: Where They Differ • Researching Cities and Hotels • How a Destination Attracts – Price Points – Unique Offerings – Selling Points • Booking Hotels, Restaurants, and Travel • City Sightseeing and Transportation – Researching – Getting around • Restaurants – Chinese vs American Dining The Independent Chinese Average Length of Annual Vacation % 2012 2011 2010 Less than ten 21 27 27 10-20 days 32 38 36 21-30 days 16 34 36 *January – February = 16% of all travel in 2012 *May – October = 60% of all travel in 2012 Data Source: ILTM Outbound Travel Agency Survey 2012 Online: Booking and Research 70% of Chinese citizens find hotels using the internet. - Data Center of China Internet As of 2013, only 8% of American adults online use Twitter. In China, 55% of adults online use Weibo. - Pew Research Center The Independent Chinese - Hotels Most Important Factors When Choosing a Hotel 59% Brand Reputation Location 56% 48% Transportation Service 41% Star Rating System 32% 25% View Room size 23% Facility 20% Catering 20% Price 20% Data source: Hurun White Paper on Chinese Luxury Travel Market Special Survey 2012 Is Your Website Blocked? Is Your Website Blocked? Chinese vs American Website TripAdvisor in China: DaoDao How Independent Chinese Research Checking Results on Baidu Yourself The First Results – Booking vs Research The OTAs of China - CTrip OTAs in China • Not all OTAs service every destination • All OTAs are expanding their reach • Pull rooms information from other OTAs • There are more OTAs in development Social Media in China Weibo RenRen Youku QQ Weixin Weibo Looks Like Twitter: Search Key Opinion Leader (KOL) on Weibo Is Your Brand Chinese Friendly?  English Tagline: It’s Better on the Water  Chinese Tagline: Being Close to the Water is Irresistible 临水为上 (Lín shu wéi shàng) … Making it Easy: XYD … Making it Easy: XYD Your Target Market The Time is Now Is Your Destination Ready to Attract China? [email protected] www.AttractChina.com