WTM 2011: New Breed Of Chinese Tourist Interested In Niche Travel

A new type of Chinese traveller is emerging who is more interested in a quality travel experience than simply ticking off the sights. Speaking at World Travel Market (WTM), China Outbound Tourism Research Institute Director, Wolfgang Georg Arlt said the new type of tourist was far more likely to be interested in niche products than before.

“Now for the first time you have a chance to get hold of extra Chinese customers who might be more interested in your product if you package it right and sell it right.” Arlt said the new consumers were emerging as a result of the country's increasing wealth with many now simply wanting to relax, have an enjoyable experience and do things like shopping rather than joining large groups of sightseers.

Dragon Trail Co-Founder and President, Jens Thraenhart, agreed: “Chinese consumers are being moved towards an experience-based model rather than a price-based model.” Arlt said the new tourist would be far more resilient should the Chinese economy crash, which is expected, largely because of its ongoing property boom.

He said companies dealing with Chinese travellers needed to ensure that basic elements such as Chinese signs and brochures were available. Thraenhart said, with 80% of outbound Chinese travellers researching their trips online, it was vital for travel companies wishing to be taken seriously in the market to have a Chinese-friendly website with Chinese text. He said companies also needed to consider mobile technology and micro blogging to develop a multi-channel marketing plan to target the market.

While European Tour Operators Association Executive Director, Tom Jenkins, said the Chinese market was a strong one, he warned of their negotiating skills. He said in 2003 that his members were able to charge an average of €71 (R903) per person per day but this had been driven down to €48 (R610) in 2011. “These guys know how to negotiate and they know how to negotiate like nobody else does.”