Home' micenet eMag : micenet August 2016 Contents OPINION | KATHERINE COLE
hinese tourism has been on the
rise, boosting and changing the
tourist trade in virtually every
corner of the world.
The continuous increase of Chinese visitors
to our shores demonstrates why it is now
more important than ever for the MICE
industry to take advantage of the opportunities
the Chinese visitor market presents.
Hotels.com has recently released the fifth
edition of our Chinese International Travel
Monitor, a report that comprehensively analyses
one of the most striking global phenomena: the
growth of Chinese foreign tourism.
Here are several take-outs from the report
that can serve as an important reminder of
how the MICE industry can better service the
Chinese visitor market.
What the Chinese want
Leisure and business dominate the reasons for
the Chinese market travelling internationally.
The CITM report found that business, sitting
only behind leisure, was the second most
popular reason for travel amongst Chinese
visitors, with 40 percent listing this as a reason
for travelling in the last 12 months.
Important factors Chinese visitors take into
consideration and request when choosing
accommodation include the importance of
in-house Mandarin-speaking staff, on-site
restaurants, as well as safety, comfort, star-
rating, and price.
Hotels.com’s Katherine Cole explains how the MICE industry can take
advantage of one of the world’s biggest global powerhouses - China.
The CITM 2016 also shows that virtually every Chinese visitor carries digital equipment to
communicate, keep in touch with loved ones, and search for information.
So, if you are serious about attracting Chinese clientele, my advice is to ensure your venue’s
website is mobile-compatible and can easily be accessed in Mandarin. Also, ensure that
information packs and other printed collateral are available in Mandarin.
The top requests made by Chinese guests
The CITM report revealed that Chinese visitors are becoming more sophisticated and
independent, and the current one-size-fits-all perception of the Chinese market as group tour
travellers is outdated. An important outtake from our research is that the industry needs to
move decisively to develop new products and marketing strategies for the far more
sophisticated Chinese travellers of today. Keep these top demands in mind: Free WiFi;
translated travel/tourism guides; smoking room; in-house Mandarin speaking staff; Chinese tea;
China UnionPay facilities; website in Chinese language; translated welcome materials; specific
room number/hotel level requests; app-based customer services; and Chinese newspapers or
The Chinese market loves Australia
There has never been a better time than now for the industry to target the Chinese visitor
market. The CITM research has revealed that Australia has come out on top for a third year
running as the most desired destination for Chinese travellers to visit in the next 12 months. Our
report found that Australia climbed two places to become the sixth most popular country visited
by Chinese travellers in 2015. Australia was also rated by outbound Chinese visitors as one of
the top five most-welcoming countries, and the second-best destination for resorts and
beaches, sitting only behind the Maldives.
These findings are positive news for the Australian tourism and MICE industry and indicate
that our destination offering is strong in the minds of the Chinese consumer – so it is important
for the MICE industry to leverage this and start targeting Chinese visitors.
Whatever your involvement in tourism, we believe CITM 2016 is a powerful tool to understand
and work effectively with Chinese visitors – one of the most influential factors in world tourism.
To view a full copy of the report go to: http://www.citmhotels.com/introduction/ m
Katherine Cole is regional director for Australia and New Zealand of Hotels.com. She can be contacted
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