Insights into Chinese outbound tourism: Ep #23
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Insights into Chinese outbound tourism chatting with George Cao from Dragon Trail Interactive, China.
In episode 23 of Tourism Tweetup the Podcast we chat to George Cao co-founder and CEO of Dragon Trail Interactive, a digital marketing agency and travel technology company based in China. Dragon Trail helps travel and tourism organisations reach and connect with China’s affluent consumers.
Highlights, Notes & Links We Mention in this Episode
- The market is growing and becoming very diversified – don’t look at the market as one big source market it is no long just group travel as experience is growing to the point that FIT OTA
- Looking at the segments of the Chinese outbound market is important, there are 3 key segments to look at 1) Inexperienced mass-market 2) Experienced mass-market 3) Affluent travellers (experienced) – which segment do you want to focus on?
- Read more about these segments on the Boston Consulting report here.
- Around the 9 minute market we discuss what some destinations in north America are doing to attract Chinese travellers. Visas and access to travel visas play a key role in growing tourism.
- At the 13 minute mark we discuss Canada Tourism and China – ‘Canada You Can Be A Star’ as well as ‘CTC TV’ to drive inspiration for the destination.
- At the 15 minute mark we discuss things that new entrants to the Chinese market need to think about including product fit, getting started & testing/feedback, research, relationships with the trade, being China ready.
- Inexperienced mass-market = famous, iconic experiences
- Experienced mass-market = relaxing, vacation experiences
- Affluent travellers = new experiences, unique, local cultural experiences
- From the 19 minute mark we delve into marketing and for the potential Chinese traveller this means online and ‘online in China today means MOBILE’.
- “Social and mobile is the key discovery engine for China”
“Social and mobile is the key discovery engine for China”
Click To Tweet - The one social media player that stands out is WeChat – listen in at the 21 minute mark for awesome details and insights on WeChat from George Cao.
- Weibo is also significant.
- Around the 24 -28 minute mark I ask about how the distribution channels and OTA’s fit in. Listen in to learn about the key travel OTA’s in China and how OTA’s fit in.
- Payment methods/channels/infrastructure are easily incorporated into the online purchase cycle now explains George (26 minutes).
- Dragon trail offers several starter options and products for tourism operators including ‘The Starter Pack’ as well as ‘Tripshow.com‘ a social aggregation server as well as ‘The China Travel Academy’.
- More free resources via the Dragon Trail website here.
- Dragon Trail on LinkedIn
The post Insights into Chinese outbound tourism: Ep #23 appeared first on Holly G.
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