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Barbara Bryant

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Title: Barbara Bryant


1

2
Barbara Bryant
  • 30 vet Asia/Pacific
  • Co-Founder boutique rep firm of Bryant
    Tripptree
  • Firm appointed, PATA Regional Director
  • Former Director Hong Kong Tourism-LA
  • Establish HK Film Dpt
  • VP Sales/Marketing Mandarin Oriental Hotels

3
ATME EXECUTIVE CHINA THINK TANK
Barbara Bryant, PATA North America Regional
Director February 12-13, 2009
4
Ron Erdmann Deputy Director Office of Travel
Tourism Industries
5
Ron Erdmann
  • Admin international travel research
  • Consults with clients on use and application of
    information
  • Role is to create and improve upon international
    marketing
  • intelligence
  • Prior nearly decade with U. S. Travel Tourism
    Admin until closed
  • Experienced in developing and promoting rural
    tourism

6
China Research
Presented to ATME Think Tank
Presented by Ron Erdmann Office of Travel and
Tourism Industries International Trade
Administration U.S. Department of
Commerce February 2009
7
OTTI Resources on China
  • Visitor volume to U.S. from China (monthly from
    I-94 form)
  • U.S. resident travel to China (non-stop)
    (monthly)
  • Other Data collected on DHS I-94 form
    (monthlyport, visa type, age of travelers,
    address in U.S., etc.)
  • Visitor volume forecast (semi-annual)
  • Visitor spending (annual)
  • Visitor profile (annual)
  • U.S. resident travel to China (annual)
  • Chinese visitation to all countries (annual)
  • China Outbound Study (one-time special study)
  • China Travel Trade Barometer (quarterly planned)

8
The China Outbound Travel Market
9
China Outbound Travel
Data from China National Tourism Office and
Global Insight Global Travel Navigator May 2008
10
China Outbound Trends (total outbound travelers)
Data from China National Tourism Office and
Global Insight Global Travel Navigator May 2008
11
U.S. Market Share of Long-haul Travel
12
What is Known about China Outbound Travel? Total
Outbound
  • 25 million in 2006
  • Only 12 to long-haul destinations 70 to Hong
    Kong/Macau/Singapore.
  • Strong growth across most top 20 destinations,
    especially Hong Kong, Macau, Korea, Italy,
    Australia.
  • Tripling of travelers to Hong Kong from 2001-2006
    (4.5M to 14M)
  • Top long-haul destinations in 2006 Italy (807K),
    Russia (720K), Germany (442K), US (321K),
    Australia (309K).
  • Total travel to all long-haul destinations was
    3.2 million in 2006, forecast to grow to 4.8
    million by 2011.

Sources Global Insights Inc. Global Travel
Navigator OTTI, UNWTO
13
Chinese Visitors to the U.S.
000s of visitors
16th
14
China Spending in the U.S.
Millions of Dollars
10th
15
What is Known about China Outbound Travel to the
U.S.?
  • Outbound to the U.S.
  • 397,000 visitors to the U.S. in 2007near
    doubling in six years.
  • Flat visitor volume from 1993 to 2003.
  • 25 growth through November 2008, but slowing
    considerably.
  • U.S. share of Chinese outbound travel has
    declined for two reasons
  • Long-haul travel has declined as a share of total
    outbound
  • U.S. share of long-haul had declined until four
    years ago. Share of long-haul has increased.

Sources Office of Travel Tourism Industries
(OTTI) Global Insights Inc. Global Travel
Navigator
16
What is Known about China Outbound Travel to the
U.S.?
  • Trip Characteristics
  • Port of Entry San Francisco (21), Chicago
    (17), LA (17), NYC (10).
  • Destinations concentrated in a few states
    (CA-57, NY-32, followed by NV, DC, IL)
  • Main Purpose of Trip Business -51 Visiting
    Friends Relatives (VFR) - 23 Convention -
    11 Leisure/vacation 9.
  • Accommodations 83 stay in hotels.
  • Stay length mean average of 28 nights, but is
    influenced by a few staying for a very long
    period of time. Median is 11 nights.
  • Activities Chinese are less active travelers
    than average travelers.
  • OTTI tracks 25 Activities
  • Top activities 2007 Shopping (88), Dining in
    Restaurants (80), Sightseeing in Cities (51),
    Visit Historical Places (47), Visit National
    Parks (29), Visit Amusement/theme parks (28)
    ..

Source OTTI , Survey of International Air
Travelers, 2007.
17
What is Known about China Outbound Travel to the
U.S.?
  • Trip Characteristics (continued)
  • Gender 70 male. Female proportion is
    increasing.
  • Age Males41 mean / 39 median Females36 mean
    / 35 median.
  • Income lower than most origin countries.
  • 63,900 (mean)
  • 36,700 (median)
  • Spending highest spending per traveler of any
    country (5,200 at destinations, i.e., excluding
    airfares). High spending relative to income may
    reflect saving for dream vacation and souvenir
    purchases made on behalf of friends/relatives.
  • Looking ahead
  • Trip characteristics will likely change if group
    leisure increases.

Source OTTI , Survey of International Air
Travelers, 2007.
18
U.S. China MOU on Group Leisure Travel
  • Under to U.S. law Chinese can visit so long as
    they receive a visa.
  • Under Chinese law, Chinese travel agencies can
    only sell packaged leisure tours to Chinese to
    countries with whom they have a bilateral
    agreement or ADS
  • In December 2007 U.S. China Tourism MOU Signed
  • MOU implemented in 2 phases
  • Phase 1 July 2008 covers 9 provinces (over 70
    of the market)
  • Phase 2 U.S. is ready to implement when China
    agrees

19
U.S. China MOU on Group Leisure Travel Key
Provisions
  • China National Tourism Administration (CNTA)
    authorized travel agencies may work with tour
    operators who are vetted by associations with
    programs approved by CNTA
  • U.S. travel destinations able to market their
    brand in China
  • To date NTA is the only U.S. association with a
    program
  • In China the Government sets and monitors
    standards
  • In the US the industry sets and monitors
    standards.

20
Supply Side Considerations
  • Liberalized restricted agreement (no open skies)
  • Non-stop current cap of 10 flights/day per side
  • U.S. at cap (based on January non-stop OAG
    schedule.
  • China at half the cap level.
  • Thus, based on current caps, short-term growth in
    non-stop flights must come from Chinese carriers.
    Long-term growth must come from upward-adjusted
    caps.
  • 57 of all traffic between China and U.S.
    (inboundoutbound) is non-stop. Non-stop is
    growing as a share of all traffic.

21
Whos Flying Whom?
  • Traffic Mix
  • US Flag 58, Foreign Flag 42 of total air
    traffic
  • 62 U.S. Citizens vs. 38 Non-Citizens
  • Chinese to the U.S.
  • 40 fly foreign flag carriers
  • 60 of U.S. carriers
  • Americans to China
  • 57 fly U.S. carriers
  • 43 of foreign flag carriers

22
China Outbound Travel Study
  • Purpose to develop a fuller understanding of
    the China outbound travel market in support of
    increasing tourism exports to the U.S.
  • Collaboration among
  • Alfred P. Sloan Foundation, Travel Tourism
    Industry Center, University South Carolina
  • U.S. Department of Commerce, Office of Travel
    Tourism Industries (OTT)
  • U.S. Travel Association
  • Over 20 U.S. destination and travel-industry
    partners
  • Multi-phase comprehensive project
  • Qualitative and quantitative components
  • Methods Telephone / focus-group / in-depth
    interviews
  • Surveys of long-haul travelers, U.S. visitors,
    Chinese government officials, Chinese travel
    trade
  • Focuses on Chinese long-haul travelers outside of
    Asia

23
(No Transcript)
24
Phase I Telephone Survey Methodology
  • Purpose gain better understanding of Chinese
    long-haul travel market
  • Potential of U.S. destinations and businesses
  • Chinese views of the U.S.
  • Focus on Chinese who
  • Have traveled outside of China
  • Are at least somewhat likely to travel outside of
    China
  • Are at least somewhat likely to/interested in
    visiting the United States
  • Method
  • Telephone interview
  • 7000 randomly selected Chinese adults, ages 18
    and older from 11 urban areas
  • 3 tier 1 cities 8 tier 2 cities accounting
    for virtually all outbound travel

25
Cities Surveyed 3 Tier 1 8 Tier II
26
Outbound Travel
  • Low outbound travel incidence
  • 8 1 leisure trips outside mainland China past 3
    years
  • 10 1 leisure trips outside Asia past 3 years
  • 21 are at least somewhat likely to travel
    outside of Asia in the next two years
  • Most travel to nearby Asian countries
  • U.S. top non-Asian country (9)
  • Most visitations connected to Landmark/Sightseeing
    cities and cities with China towns

27
Possible future travel
  • 21 of Chinese at least somewhat likely to
    travel outside of China in next two years
  • Most likely destinations are Asian
  • France ranked third (12)
  • America ranked sixth (10)
  • 35 are at least somewhat Interested in
    traveling to America
  • A significant amount would like to but are
    unlikely to travel to America
  • When asked to pick one dream destination
  • America was number one
  • Only two Asian countries made top ten
  • Difference between desire and perception of
    possible or likely

28
Chinese attitudes
  • America is
  • Dominant Exciting Successful
  • America isnt
  • Friendly Safe Familiar
  • Want to come to America to
  • Learning and Discovery
  • Experiencing a different culture
  • Seeing something new and different
  • Interests
  • Seeing and experiencing something new and
    different important to Chinese tourist
  • Sightseeing cities, landmarks, and tourist
    attractions scored high
  • Rest and relaxation--scored moderately high.
  • Interest in traditional vacations to resorts
    beaches was low. Chinese tourist has a different
    ideas on rest relaxation or how to facilitate
    it

29
Dream Destinations The United States is the most
frequently cited dream destination for Chinese
citizens, followed by France.
Europe has a deep cultural background and is
full of historical attractions. In addition,
each historical attraction has its own style and
this enables each different country in Europe to
present a different culture. Traveler,
Chongqing You can go to see the glaciers and
national parks in Canada such natural sceneries
are the most famous attractions of
Canada. Traveler, Wuhan
The statue of Liberty is so famous as a national
symbol I would be eager to see it. The USAs
advanced economy is another attraction for me, as
I want to experience this in-person. Traveler,
Xian Hollywood in LA and Disneyland such
modern developments attract me to the U.S. very
much. Traveler, Wuhan
30
Activity Importance vs. U.S. Perception
The performance by the native Hawaiians was
fantastic it gave history and drama to us
tourists. Traveler, Guangzhou The buildings
architecture in New York was unique every
building had its own design and
structure. Traveler, Wuhan The most
impressive sight I saw is the Grand Canyon it
is really a miracle. Traveler, Shenzhen
31
Phase II Focus Groups Methodology
  • Purpose Qualitative assessment of
  • views of the U.S. as a country and leisure
    destination
  • competing destinations
  • destination choice process
  • marketing insights for U.S. business and
    destinations to promote travel exports
  • Method
  • 8 participants per group
  • 4 previous leisure travelers to the U.S. (or
    business trip with leisure component) in past 3
    years
  • 4 previous leisure travelers to other long-haul
    destinations (or business trip with leisure
    component) in past 3 years
  • One focus group in each of same 11 tier 1 and
    tier 2 cities from Phase I phone survey

32
Common Themes
  • Desire and affinity to experience the outdoors
    and natural wonders
  • Taking lots of pictures/ having ample time at
    sightseeing locations to take lots of pictures
  • Fear of violence in America/ wide spread gun
    owner ship
  • The need to have mandarin translations/
    uncomfortable with not knowing what is said or is
    going on
  • The feeling that Americans are nice but do not
    respect them or believe they have money to spend
    and make our hospitality worth while
  • Mandarin Hotline to contact incase of emergency

33
China Study Phase III Traveler Segments
  • USA Focus Have visited the U.S. - 400 in person
    Interviews
  • China Traveler Market
  • Phone Interviews with 1,600 Identified Chinese
    Travelers
  • Outside Asia Have traveled outside of Asia, but
    have not visited the U.S.
  • Within Asia Have not traveled outside of Asia,
    but plan to (but not U.S.)
  • Potential Have not traveled outside of Asia, but
    plan to (including the U.S.)

34
China Study Phase III Focus of Questions
  • Images of the U.S. as a Leisure Travel
    Destination
  • Atmosphere or Mood of US Expected to Experience
  • Distinctive Tourist Cities States in U.S.
  • Distinctive Tourist Attractions in the U.S.
  • Activity Participation Comparison of US to
    others
  • Factors when deciding on a leisure destination,
    with comparisons of the US to other destinations
  • Use of Media MORE.

35
Some Additional Sources of Information on China
  • USTravel China Study Phases I III, see US
    Travel Website
  • U.S. Department of Commerce
  • Office of Travel Tourism Industries
    www.tinet.ita.doc.gov
  • Monthly Arrival Figures
  • Monthly Air Traffic Data to and from China
  • Annual Survey of Chinese Travelers to US U.S.
    to China
  • Inbound Forecasts (2 per year) Annual Spending
    Estimates
  • U.S. Commercial Service Offices in China
  • See Website - http//trade.gov/cs/
  • Also Offering China Webinar February 18th - See
    OTTI TInews

36
Heather Hardwick Vice President Menlo Consulting
37
Heather Hardwick
  • Specialty is marketing analysis, strategic
    planning, branding and product development
  • Strong expertise in educational travel, adventure
    travel, group travel and cruising
  • Frequent speaker

38
Examining the Outbound Travel Market from China
Heather Hardwick Vice President Menlo Consulting
Group February 12, 2009
39
China Market Overview
  • Most populous country in the world
  • Worlds fourth largest economy
  • Worlds third largest country by area
  • Key cities and gateways include Beijing (15M),
    Shanghai (17.5M) and Guangzhou (10M)
  • Worlds 1 Internet users and mobile
    communications users

40
Most populous nation and growing
Population of China
Source World Bank World Development Indicators
Chinese State Population and Family Planning
Commission
41
Chinas Growing Middle Class
Number of Chinese Households in Middle Class
Lower Middle Class (HHI USD 3K-5K)
Upper Middle Class (HHI USD 5K-12.5K)
Source McKinsey Quarterly
42
GDP is expected to continue to grow, albeit at a
somewhat slower rate
Actual and Projected China GDP Growth Rates
Sources China National Bureau of Statistics The
Economist
43
Chinese outbound travel is booming
Outbound travel from China and Hong Kong
Source CNTA, compiled by Pacific Asia Travel
Association (PATA)
44
Double digit growth has become the norm
Growth rates in outbound travel from China and
Hong Kong
Sources CNTA, PATA
45
Chinas growing travel spending
International Tourism Expenditures
Sources UNWTO, China State Foreign Exchange
Administration
46
Most outbound travel is within Asia
Top Asia Pacific destinations for travelers from
China
Source relevant NTOs, compiled by Pacific Asia
Travel Association (PATA)
47
Chinese travel to North America is taking off
Arrivals to North America from China PRC
USA
Canada
Source Pacific Asia Travel Association (PATA)
48
California has seen substantial growth from China
in recent years
49
California is making a move in the market
  • California opened an office in China in January
    2009
  • All (100) Chinese view a Chinese Web site as the
    most important way for them to learn about
    California.
  • Only 1 Chinese consumers and a handful of tour
    operators and media reps have been to California.
  • Almost all Chinese know of Los Angeles and San
    Francisco. They also have special ties to China
    as sister cities to Guangzhou and Shanghai.
    One-third recognize San Diego.
  • Motivations for visiting California include
    nature/parks, theme parks, and sunshine

Source California Travel and Tourism Commission
(CTTC)
50
What drives Chinese tourists to California?
Source California Travel and Tourism Commission
(CTTC)
51
Outlook for China
  • Continuing, albeit slowed, economic growth
  • Growth in outbound travel is expected to continue
  • Increasing linkages to international destinations
    and organizations
  • Competition for the Chinese traveler intensifying
  • With the MOU, and increased marketing in China,
    the USA stands to benefit from strong inbound
    traffic

52
mCG
MENLO CONSULTING GROUP PALO ALTO,
CALIFORNIA www.menloconsulting.com
53
Frank Haas Assistant Dean University of
Hawaii School of Travel Industry Management
54
Frank Haas
  • Teaches courses in marketing and Executive
    Development in Tourism Program
  • Undertaken planning projects for tourism,
    government and non-profit corporations
  • Formerly VP Marketing Hawaii Tourist Authority
  • 50 million dollar budget

55
The Chinese Travel Market Open Carefully
  • Frank Haas
  • University of Hawaii at Manoa
  • School of Travel Industry Management

56
In China
  • Everything is possible
  • Nothing is easy

57
In China
  • Negotiation starts
  • After the contract is signed

58
Bottom Line
  • Huge potential but developing the potential
    will take work

59
Responsible Development
  • Hysteria or irrational exuberance
  • 100 million outbound tourists by 2020
  • 25 million outbound overnight trips in 2006
    350 increase since 1997
  • Reality
  • A significant and growing market, but
  • 16.3 million of the 25.3M travelled to Hong Kong
    or Macau (64)
  • 392.6 U.S. arrivals in 2007 projected to 578.5
    in 2011 (rank 20)

60
Good News Time for Orderly Development
61
Motivation for Hong Kong and Macau Travel
62
What We Can Learn from the Development of the
Japan Market in Hawaii
63
To cover
  • Be prepared for culture shock
  • Learn from experience
  • The China market weve seen recently probably
    isnt the market post MOA
  • Relationships matter
  • What weve seen with our 56,000 Chinese visitors

64
Historical Trends (arrivals)
65
International Arrivals Percent
66
International Arrivals Percent
Early 70s Hawaii Gets Serious
67
Chinese Arrivals in Hawaii
68
Chinese Arrivals of Total
69
Opening a huge new market means dealing with
first time travelers and first time encounters
with Western culture
70
Culture Shock
71
Problem Destination Was Focused on Domestic
Visitors
  • Limited staff possessing multiple language skills
  • Japanese visitors were dependent on Japanese
    speaking guides
  • Confusion in accommodations
  • Hotel amenities werent culturally appropriate
    fixtures were foreign
  • Lack of appropriate experiences especially food

72
Language Limitations
  • Visitors were dependent on their guides
  • Guides were often driven by commission
  • Result visitors didnt always get an ideal
    experience and satisfaction suffered
  • Guided tours caused large groups to visit
    attractions, restaurants, etc. en masse,
    overwhelming capacity

73
Confusion in Accommodations
  • As the Japan market developed, first time
    visitors encountered strange/unexpected features
    and fixtures
  • How to work the plumbing?? Electrical
    appliances?? Call the front desk and no one
    speaks Japanese
  • No green tea/teapots in the room
  • No drains in the bathroom floor

74
Lack of Appropriate Experiences
  • Japanese were consumers of mass tourism as
    westerners were becoming more independent
  • Japanese wanted quality Japanese food
    breakfast, lunch and dinner
  • No tipping

75
Cultural Differences
  • Visitors carried large amounts of cash
    vulnerable to robberies and purse snatchings
  • Prevalence of smoking
  • Golf

76
The Retail Experience
What we were selling
What they wanted to buy
77
Solutions Came with Critical Mass
78
The French Festival
79
(No Transcript)
80
Chinese visitors so far have not mimicked the
early Japan visitor
81
Because of lack of Approved Destination Status
and entry restrictions
  • Chinese visitors to date have been senior
    government and business officials

82
Visitor Spending US Per Person Per Day
83
Some Emerging Issues (2003 Hawaii Post Arrival
Survey)
  • Chinese food (especially good Chinese food) is a
    driver of satisfaction
  • Language barriers were linked to perceived
    cultural discrimination
  • Negatives
  • Service quality (knowledgeable in Chinese service
    expectations)
  • Time constraints (guides pushing too many
    activities)

84
If Chinese tourism booms there will be a change
in character as class goes to mass
85
What We Think Well See
  • Shopping will include authentic luxury items
    and
  • Gifts and souvenirs for family and friends at
    home and
  • Vitamins, supplements and other safe products
  • Chinatowns and China connections are a draw
  • Need for acceptance of Chinese credit (China
    Union Pay)

86
  • More Chinese speaking staff through training or
    new hires
  • HTA contract with the Community College system
  • Developing retail, food and beverage and hotel
    amenities that appeal to the Chinese
  • Learn to manage diverse cultures in the visitor
    mix
  • Political events pose a risk

87
  • Over time, well see the market evolve from GIT
    ?PIT?FIT
  • The market to Hawaii is about 30 FIT at the
    moment, but that will change with volume
  • Satisfaction may be sub-par until language and
    product are aligned feeling of cultural
    discrimination
  • Prepare for cultural differences i.e. tipping,
    smoking, group mentality

88
Relationships Count
  • Titles and Official Status Matter

89
Understand that we have competition regional
Asian travel
90
Mahalo Arigato Xie Xie
  • ??

91
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