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GRAHAM KELLY, Market Manager – China & SE ASIA
Dunnottar Castle, Aberdeenshire
China – Route to Market
VisitScotland China – A route to Market
VisitScotland
The CAirngorms
There were 120 million* outbound visits from China
6,000,000* flew to long-haul destinations
260,000 reached the UK (9th most popular)
41,000 travelled to Scotland**
Chinese spend 3.6 times more travelling
than the global average
We see more young, affluent FIT
tourists; less groups
China is a £220 billion outbound
tourism market (World’s #1)
There are now more middle class in China
than in the uS
Tourism from China offers great opportunity
Source: *World Tourism Organization;
**2016 IPS
We have an opportunity to develop sustainable China tourism
that results in significant NEI
Source: World Tourism Organization Source: 2015 Kinsey Report Source: IPS Source: IPS
So, Why do they come to Scotland?
To immerse themselves
in our history To take in our breath
taking landscapes
To experience our
nightlife and attractions
They love our culture: our film,
stories, our festivals and food,
and they love to shop!
Edinburgh remains
the 2nd most visited city in the UK
as Chinese visitors explore more
of Scotland
Where do they find holiday
inspiration?
6 months out, they plan using:
Travel Guide Websites 77%
Blogs/social networks 62%
Travel Guidebooks 57%
Television programme 52%
Travel Agency website 52%
Travel Agency brochure 41%
Advice from travel agency 41%
3 months out, they book
using:
Internet 68%
Face-to-Face 28%
Telephone 3%
Where do they talk about
holidays?
Source: IPS
Source: IPS
While many (60%) still arrive in
groups, you should expect more
independent travellers
Source: IPS
Source: IPS
Purpose of visit
Holiday: 53% VFR: 19% Business: 15% Study: 7% Source: IPS
81% of Chinese consumers now
book their travel and
accommodation online
Source: IPS
Scotland has much to offer
ADS Group Traveller
• I’m aged between 44+
• Spend: £2,073 per trip
• 3*-4* hotel
• Travel period: July-September
• Travel purpose: 70% leisure
• 8-14nights (35%)
• I’m employed or retired
• Rely on the trade to book all aspects of my trip. I see a lot, quickly
• Time is tight
• Travel with a large group
• I don’t know everyone
• My English is limited
• Meal times are important. I like a warm breakfast and will try different local food but I will eat more Chinese food than local food.
Consumer profile 1
FIT Traveller
Consumer profile 2
• 25-44yrs
• Spend: £2,336
• Popular: July-September (44%)
• Unpopular: Oct-March
• 15+ nights
• Focus on shopping, culture and expereinces
• Customised tour
• Travel with a small group of friends and/or family.
• Time is less important
• My English is pretty good
• Meal times are important. I like a warm breakfast and will try different local food for dinner. Depending on how long I stay, I might want some Chinese food during my holiday as well.
• I like sightseeing, history, beautiful scenery, film locations, the seaside, soaking up local culture
OVERSEAS STUDENTS
Age: 20 - 22yrs (UG) & 22+yrs for PHD
and PG students
Beginning: Marathon of attractions
First impression: Whisky, Cashmere the Scottish Highlands
and are unfamiliar with Scotland
Free time: Shopping, watch TV at home, read blogs, cook at
home, with friends (other Chinese students).
Meal time: Asian restaurants, hot pot or at home
Time off: Easter and Christmas break.
Lasting Impressions: Beautiful and peaceful place to stay, very
cold and windy, limited outdoor entertainment choices
Length of stay: 1-2years (depending on course) and 3-6months
after graduating or longer if embarking on a PHD
Employment: Asian restaurants/takeaways, Cashmere/souvenir
stores (cashmere/souvenir stores on Royal Mile), University
VFR visits: 1p/a for 2-4weeks including rest of UK and Europe.
Consumer profile 3
Beijing Population:
21,500,000
Shanghai Population:
24,500,000
Guangzhou Population:
20,800,654
• 9.6 million Km² • 1.4 billion people (680 million urbanites)
• 56 ethnic groups
• 23 provinces,
• 8 major dialects
• The combined population of its three principal
cities approaches that of the entire UK
• Middle class in China at 109 million
• Growth in middle class fastest in tier-2 cities
• China is the world’s largest tourism spender*
• US$60 billion spent in UK last year alone*
• China’s urban population is 136 times larger
than that of Scotland
• Shanghai’s population is 5 times Scotland’s
• There are more than 50 cities in China with
populations greater than Scotland’s national
total
China is as immense as it is diverse
Scotland in context
More wealth, more likely to travel
Chongqing Population:
18,384,000
Chengdu Population:
17,677,112
Foshan Population:
7,197,394
Wuhan Population:
10,670,000
Xi’an Population:
8,627,500
Primary gateway
Tier-2 growth market
Imagine 1% of just one city
population below decided to
visit Scotland next summer
China’s unique realities
VisitScotland Intermediary Strategy
Inspire a National
Movement
Enable & Empower Industry
Publish National Content
Visitscotland marketing
strategy
Intermediary Marketing
OBJECTIVES
DRIVE Seasonal
spread
DRIVE Regional
growth
ENABLE
Internationalisation
Intermediary Marketing
ENABLERS
KEY ACCOUNT
MANAGEMENT
DELIVERY
PLATFORMS
PRODUCT &
PARTNERSHIP
MARKETING
The overarching objective of the MS&D team is to drive advocacy by empowering and enabling key partners
to promote and sell Scotland as a destination. This is predominantly activated through developing key strategic
partnerships with:
Creating partnerships & managing key accounts
AVIATION
ONE STOP
Etihad Airlines
Qatar Airways
Finnair
Turkish Airlines
Virgin Atlantic/FlyBe
British Airways
Hainan Airlines
China Eastern
Air China
TRAVEL TRADE
Wholesaler Nanhu
GZL
Jinjiang
Utour
OTA Ctrip
Luxury HH Travel
Zanadu
Student Tour XDF
Ground Handler Kuoni
MIKI
VOSAIO
Trafalgar
NATIONAL MEDIA
CCTV
Conde Nast Traveller
National Geographic
China Daily
TRADE MEDIA
Qiong You
Ma Feng Wo
Tu Niu
Qunar
SOCIAL MEDIA
COMMERCIAL PARTNERS
Scottish Suppliers
EDUCATION
Scottish Universities
ASSOCIATIONS/GOV’T
Team Scotland & UK
Scottish Government
SDI
Scottish Enterprise
FCO
VisitBritain
British Council
UK Inbound
CHINA
We have an opportunity
to build appropriate bridges at
a governmental level
•
• VS has been attending annual trade events
and sales missions in China since 2005
• In June 2017, we attended 150+ key account
meetings in China across 5 cities
• We will explore four new tier-2 markets this year
• We have expanded our Luxury Trade partnerships
• We held our first China trade workshop in 2004
• This year, we partnered with Finnair and Qatar
Airways to deliver four educational workshops
• And collaborated on 20+ new products
• Partner airline FOC seat contribution up 100%
• 8 of 58 buyers at 2017 Expo are prime accounts –
including luxury-focused Zanadu and HH
• 3 bespoke fam trips carrying 38 China buyers
We’re developing the right trade
partnerships
Beijing Nov 2016
- BDM
- Spirit of Scotland
showcase
- Trade education
Shanghai Nov 2016
- BDM
- Trade education
Jun 2017
- ILTM
- Trade education Guangzhou Nov 2017
- BDM
Xi’an
June 2017
- Trade education
Shenzhen
Jun 2017
- Trade education
Chongqing
Nov 2017
- BDM
China business development activities 2016-17
Nanjing
June 2017
- Romantic Scotland
- Trade education
Primary gateway
Tier-2 growth market
EXPO
• With Etihad 16 buyers
• With Qatar/Turkish 13 buyers
• With Finnair 9 buyers
EXPLORE GB
• With VisitBritain 26 buyers
China trade fam trips – 2017
We’re aligning product development
with strategic KPI’s
We’re bringing the right buyers
to Expo
Getting CHINA TRAVEL TRADE ready
DELIVERY VEHICLE: Platforms to internationalise
JAN AUG DEC APR
Q1 Q3 Q2 Q4
BUSINESS DEVELOPMENT
MISSION
ANNUAL REVIEW & PLAN
Product Development work through Key account meetings, conferences and workshops
Monthly feedback report from key accounts
Industry engagement events and workshops
Digital development – support tools
Planning meetings and ongoing comms with VisitBritain and SDI
EXPO RECRUITMENT
& PLANNING EXPO & FAM
TRIPS
World Travel
Market
Destination Britain
(China)
Explore GB
Partner campaigns Partner development
Business development missions in market: supplier recruitment and preparation, activation and evaluation
ILTM CHINA
TRADE EVENTS – WHAT’S IN IT FOR BUSINESSES?
• A chance to showcase their products
and services
• encourage and generate sales
• get their brand known
• reinforce existing relationships
• create new relationships to build-up
contact databases
• become exposed to new ideas
• gather market intelligence and
insights from key travel trade to
ensure that they are positioning
correctly
The CAirngorms
THE SPIRIT OF TOGETHERNESS
#scotspirit
@visitscotnews
@visitscotland
Visitscotland.com 谢谢!