Blue Magnet Hotel Online Marketing Guide

Why Hotels Should Pay Attention To The Chinese Traveler

Get ready hoteliers! Now more than ever, hotels will need to adjust their business model based on the influx of business coming in from Chinese travelers. In order to prepare for this excellent source of additional revenue, I’ll give you some ideas of how your hotel can welcome Chinese travelers and all their precious revenue dollars…or should I say their precious revenue yuan.

Show me the money! …and other numbers

According to the World Tourism Organization, the number of international travelers coming from China will increase from 10 million in 2000 to more than 100 million by 2020.

Reports are showing a positive trend in the number of Chinese visitors coming to the states and Chinese tourists are now the world’s largest spenders. This April, CNN shared a United Nations World Tourism Organization report, stating that Chinese travelers spent $102 billion in 2012, an average of $1,230 per trip! More recently, the U.S. Office of Travel and Tourism Industries reported that Chinese tourists spend an average of $2,900 per trip when visiting California, which has become one of the fastest growing locations for Chinese tourism.

So why the United States? What attracts the Chinese traveler?

In the last 10 years, the earning power has increased for Chinese citizens and various policy changes have gone into effect, making it easier for the Chinese to travel to the U.S. and even obtain visas.

So other than increased travel budgets and the ability to travel easily, what are they interested in when they actually visit the U.S.?

Luxury Goods! According to Wolfgang Georg Arlt, director of the China Outbound Tourism Research Institute, “Luxury goods are 20% to 30% cheaper in other global cities. If you plan to spend $10,000 on shopping and only spend $1,000 on airfare, it’s much cheaper for Chinese tourists to fly abroad to shop.”

How do I market to the Chinese tourist?

There are a LOT of tactics you can put into action as a hotel to make sure you are reaching the Chinese traveler effectively and ultimately get them to book with you. Below is a list of recommendations:

So, what are you waiting for? Take a look at your revenue over the last two years – have you noticed an increase in revenue from China? Do you tend to see many Chinese guests come through your hotel? Is your competition already marketing to the Chinese travel market? These are all questions that your management team should sit down and discuss, and then proceed in developing a marketing plan to target this growing traveler segment!