As the growth of Chinese outbound tourism continues on its upward trend it seems that there are more than enough Chinese tourists to go around. That is the sentiment felt by many in the travel and tourism industry. It may well be the case that there has been a surge of travelers from China and it is being felt favourably at a local level. As the spending power increases so does the choice for tourists from all over the world.
Like all nationalities, Chinese travelers have a unique set of preferences. Those airlines, hotels and tour operators open to this way of thinking are reaping the rewards with the lions share of the growth being reported.
For cities, states and countries where operators as a collective are taking note of how to tailor their products to suit a Chinese traveler are, at a macro level, seeing their share of outbound tourism grow at a faster rate than the less embracing. Destinations like Thailand and Australia are generally flexible in their accommodation of the Mainland visitor. These locations continue to see increases in inbound Chinese, particularly during the peak travel periods such as Golden Week.
There is a spectrum of things that can be done to encourage visitation. Easing visa processing at a national level can’t be implemented by a hotel chain or a tour operator but including a Chinese speaker is a simple first step and so is highlighting in marketing material the facilities and sights that appeal to a visitor from China.
This way of thinking isn’t something that should be limited to Chinese tourists. Each country has its preferences and localized messaging for each of these markets is a step towards broadening your appeal to the world. Identifying each of your target markets peak travel seasons and tailoring your message and product to suit is fairly straight forward but is a winning move for any operator.