tbex north america 2016; connecting east with west: attracting the chinese traveler, maggie wu

Woo the Chinese Travelers Through Stories and Inspiration

By Maggie Wu

Maggie Wu

Life Coach Travel V-logger

Inspirational Speaker Hidden Gems Media Co-Founder

China represents the world's second largest travel market.

1.4 billion People

320 Million People

Chinese Outbound Travel

Population: China 1,393,783,836 USA 322,583,006

By 2020 the projection is for 234 million tourists and an annual spend of 242 Billion US$

Chinese Outbound Travelers’ Status Quo

600 Million

1/3

20%

China has the most smartphone users in the world by 2015.

2014, mobile accounted 1/3 for China’s online travel market, highest globe’s mobile penetration rate

$205.7 Billion $2,500

2015, number of Chinese traveling abroad according to China National Tourism Administration, 20% growth rate from last year

China Online Travel Overview Eighth Edition July 2015 © 2016 Phocuswright Inc. All Rights Reserved.

Chinese FIT Outbound traveler

120 Million

2015, Total outbound travel spending Retail spending per avg traveler

Tra

Chinese Outbound FIT Landscape “Free Independent Travelers”

Who are They? What’s their

Characteristics ?

Where do they spend money?

What’s their favorite and

frequent destinations?

Traveler

Why do they travel and how do they travel?

How often and when do they

travel?

Travel Destination

Travel Spending

Travel Behavior

Travel Time

Chinese new generation Travelers’ Demographic

Who are

they

China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor

Higher income 25-34 year old 41% Female travelers are majority 1/4 of FIT comes from Tier 1 & 2 cities

Guang Dong, Shanghai Sichuan, Beijing , Jiangsu

Chinese outbound FITs’ Favorite & Frequent

90% of Chinese FITs choose HK, Taiwan, South East Asia, East North Asia.

Top 10 traveled countries: Japan, Thailand, US, Malaysia, Singapore France, England, Italy and Canada.

Peak time Travel May & Oct Holiday 1/3 people travel 7days above

TraTravel

Destinations Travel Time

China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor

Chinese outbound FITs’ Travel Motives

China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor

Visiting Landmarks Foodie tour Golfing Driving Seeking medical care Purchasing properties Gambling Investment for business Children’s higher education Celebrating honeymoon Cruising

Travel Behavior

Avg travel spending $ 2730 (1:6.5)

$ 473 Accommodations (17.3%) $ 691 Airplane tickets (25.3%) $1054 Shopping (38%)

The highest spending FITs : from Beijing, Sichuan, Shanghai

30% of which spend Avg $3000

Chinese outbound FITs’

China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor

Travel Spending

Chinese outbound Travel’s Bright Future

China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor

49% Chinese FIT has plans to travel in coming 2 years.

Travel Activities Done on Mobile

China Online Travel Overview Eighth Edition July 2015 © 2016 Phocuswright Inc. All Rights Reserved.

2016 World Social Media ranking

1.59 B1B

697 M

400M

320M

212M200M

M=million people B=billion people

Sources: Official platforms Jan 2016

How are various social media used?

“I am traveling”

“I have traveled”

“Where I traveled”

“Look at me traveling now ”

“Watch how I traveled”

“I am a travel expert”

Social Media World vs China

How to woo the Chinese Travelers

Social Media is influencing Travel Purchases …..and of course their own peer group.

Weibo 25%

Video platforms 50%

Wechat 75%

Short Video 10%

Wechat

Short Video platforms

Weibo

Youku, Iqiyi, Sohu

Social Media in China

4 out of 5 social media users are referencing at least half of their trips and more than 70% use photos to document their travel experience.

China Weibo vs Wechat

Video is surpassing written promotions Youtube 2rd search engine Video is catchy Mobile is the NOW and Future

Short attention span

transforming from Celebrity commercials to Vloggers community

China’s unique internet environment

Why work with Travel V-logger in China

CommunityExposurePlatformContent

create value Share value

Make the followers feel connected

spirit leader inspire

Vertically Mobile focus

Link China’s internet is monopoly

Traffic is not free

breakthrough platforms How to make it worthwhile

how talent agency - Capital investment

makes profits from PGC

Personal touch Unique point

How to work with KOL in China

Case study 猫⼒力Molly

# 1

Used to travel with her bf Shou Rou and together produced Videos during travel. Now solo trip, has her own talent management team, produce commercials Millions of fans now, became famous via 穷游 attracted young people, but gave them false hope. Actress & Brand Ambassador.

Case study 侣⾏行

# 2

Adventurous couple , go very extreme travel routes. Got engaged in North pole and married in South pole. They were traditional business men, invested their own travel cost and their show , became famous in China

Their videos are now banned because of political reasons

Case study 雷探⻓长

# 3

Budget male traveler, attracting young kids. inspire Chinese to travel Weakness: no team, solo traveler, documentary his own show doesn’t speak good English, his followers are so young that they might not able to take immediate actions to his routes.

Case study 左⼿手＋张千⾥里

# 4

Couple travel, girl writer, boy photographer, producing videos on teaching people how to take photos during travel very focused and niche market The business model is to sell their offline training courses to photographer lover

How we can help you……

Personal blog & other bloggers connections

Video Content and Campaigns

Social Media & SNS

How we can help you……

Video Content and Campaigns

Social Media & SNS

Hidden Gems Media Team

Hidden Gems Media Team

Hidden Gems Media Team

It’s more than a travel show……

Short Videos Motivational content

Inspirational stories

Interview

Thank you !

Facebook/ Instagram: FlywithMaggie maggie@hiddengemsmedia.com

Wechat: Fly_with_Maggie +86 13585833365