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Session 1: Latest Trends and Developments in Chinese Outbound Travellers

What makes Chinese tourists book a week long holiday overseas? Which channels are they using to discover locations to visit? What kind of travel products are the Chinese most attracted to? In this session we deep dive into the Chinese traveller consumer journey.

• Print media vs. digital media for destination marketing
• Power of word of mouth
• Influence of movies and TV
• Destination/product research (Baidu, Weibo)
• Booking the journey (Ctrip, Tuniu, Qunar, HHTravel, Booking.com, Airbnb)
• In-destination research (TripAdvisor, Google, Dianping, Mao Yu Ying)
• How free maps still work but national websites don’t

Case Study: Australia Tourism – from three star group to five star Free and Independent Travel (FIT)


Session 2: Knowing your Target Audience – Part 1: Millennials vs. Grey Class 

China’s Millennials offer international travel markets an incredible opportunity for sales growth, but while more traditional, China’s retired travel consumers have unlimited time and sufficient budget. In this session we analyse how to target two very different audiences exhibiting different travel habits.

• Definition of generation categories
• Disposable income categories
• Varied countries travel preferences
• Activity preference highlights
• Relevant platforms to reach

Case Study: Australia FIT Growth (Dreamworld)


Part 2: High Net Worth (HNW) vs. Middle Class

China’s High Net Worth is the target of seemingly every luxury brand, including the tourism industry. But some Chinese travel luxury consumers are surprisingly different from common belief. Yet at the same time China’s middle class numbers are too great to be ignored. In this session we break misconceptions and assess the common traits and differences that exist between the two.

• Category commonalities
• Budget and non-budget differentials
• Media consumption habits
• Where not to find truly HNW travellers

Case Study: Maldives Tourism – the unexpected industry hero


Session 3: Digital Strategies – Part 1: Organic Marketing

From WeChat, Weibo to Ctrip and Mafengwo, what are the critical digital platforms to successfully reach out and attract Chinese travellers? What is the user behaviour for each platform? What are the functions, strengths, and weaknesses of each platform?

• Assessing the strengths, weaknesses, user behaviour of various platforms:
  - Social media: Weibo vs. WeChat
  - Traditional digital media
  - Mobile apps
  - E-commerce
  - Online Travel Agencies (OTA): Ctrip, Tuniu, CY, MVmama, Aoyou
  - FIT apps: Mafengwo, Baichen (visa services) – services/sales in country/destination
• How to select the right platforms for different target audience (Ctrip, Weibo, WeChat, Mafengwo, Qiongyou, Qunar)
• Dos and don’ts, best practices, pitfalls to avoid, lessons learnt

Case Studies: Shilla Duty Free Seoul’s Weibo and WeChat marketing, Suning Electronics, Wutafang Korean Restaurant, McDonalds China


Part 2: KOL Marketing

The power of word-of-mouth is particularly strong in China. Chinese tourists trust and value opinions and recommendations. In this session, acquire strategies and tactics to drive user engagement on digital platforms. 

• Leveraging on:
  - User Generated Content (UGC)
  - Co-branding
  - Influencers
  - Key Opinion Leaders (KOLs)
• How to create and localise content for Chinese audience?
• What form of content appeals to different target audience?
• Successful and failed examples of how tourism brands leverage on collaborative marketing
• Dos and don’ts, best practices, pitfalls to avoid, lessons learnt

Case Study: Alibaba’s Mei.com
Case Study: Tahiti - Crowd Funded Chinese Travel


Session 4: Rise of FIT and Experiential Travel

Main Chinese outbound travellers are shifting away from the five cities in one day and “forced” shopping to more relaxing and in-depth experiential travel, yet many are not. What is changing the group game?

• Why group travel is here to stay
• Why FIT is going to explode
• Shifting from shopping tours to experiential
• Priceline and Airbnb
• Foreign companies entering Chinese outbound space

Case Study: Taobao RMB100 million sales on 11 November


Session 5: Deepening Tour Operator Relations

So you have travelled to China, made travel contacts, but consequently the line has grown cold. In this session, tips will be discussed on how to maintain Mainland relations from a distance.

• Why Tour Operators remain important and misunderstood
• Investing time for return on investment
• Tour Operator targets
• Tour Operator relationship tactics

Case Study: Dreamworld

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