Itours Australia The HOW of China Ready July 2014 VTIC
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The growth of the Independent Chinese International traveller is a game changer in Australian travel. Travel organisations and destinations approach this new opportunity with a mix of excitement and trepidation. Making sure we make them feel welcome, safe, educated and supported will give Australia a competitive advantage and ensure that their visitor experience is something they will talk about during and after their trip.
Transcript of Itours Australia The HOW of China Ready July 2014 VTIC
What’s a digital visitor experience
agency?
By what right?
Today
Growing Independence
Younger
Travel savvy
Flexible itineraries
Growth in leisure over business/study
New Experiences
Value
Exclusive / VIP
Support
747,300 + 12%No 117%
1 million by 2020$6 billion in 2020
BarriersCompeting priorities theoryComplacency theoryCompetitive position theoryComplexity theorySuccess theory
Theory 4: China is too big and too complex
China Country size and diversity
China Country size and diversity
You are targeting international travellers
Who have ONE official language
Who are more likely to be HNWI
More likely to live in tier one and tier two cities
Who like to travel independently
QUALIFIERYou’re not targetting the WHOLE of China!
Language Barrier
蝌蚪啃蜡ke dou ken la
Have a robust translation process
QUALIFIER
OWNProject
Manager
CHECKTranslation
editor
TRANSLATELead Translator
Language Barrier
Have a robust translation process
QUALIFIER
Language Barrier
native speaking
accredited
lived in Australia
travel experience
Communications Landscape
Communications Landscape
Communications Landscape
SEARCHING MICROBLOGGING
SOCIALISING VIDEO
4 building blocks around a website
QUALIFIER
Suggested Approach
Bite Size
Work out YOUR
highest priority
ATTRACTING THEM:
RESEARCH AND PLANNING STAGE
SERVICING THEIR NEEDS:
ON THE GROUND
KEEPING IN TOUCH
POST VISIT
Work out highest priority
YOUR NEEDS:
ObjectivesResources
VISITOR NEEDS:
InformationEducation
Connection
Our Approach
Measure Activity
Take the next step
Set timeframe
In Venue Signage
Basic Training
China UnionPay
Password Strength
International Second option from the top (column 1)
Australia 7th option from
the bottom (column 2)
International 海外Australia 澳大利亚
Website
Video
Questions?
Business Cards
PDF of this presentation available on SlideSharewww.itoursaustralia.com.auannette.sharp@itoursaustralia.com.au@itours_austItours Australia
Thank you
