The number of Chinese travelers visiting destinations around the world is rapidly increasing. And according to a recent survey*, when they travel, they are willing to pay for quality. Chinese visitors to the US, for instance, spend an average of $7200 USD per person.
Quality is not the only thing Chinese tourists want: they prefer that language services be available on-site at their places of lodging, and the majority of hotels don’t have them, especially in the US. The survey showed that only 18% of hotels surveyed globally offer travel and tourism guides in Chinese and only 21% plan to offer it in the next 12 months. Meanwhile, only 17% of hotels polled also offer in-house Mandarin-speaking staff with about that same amount planning to offer the service in the coming year.
This is the current state of things in the hospitality industry, in spite of the fact that for 9% of Chinese tourists having travel and tourism guides available in Chinese is the single most important service they expect from their hotels, while 7% mentioned a Chinese language hotel website as an essential service. In-house Mandarin-speaking staff and Chinese language travel and tourism guides are also top desires.
Accommodation of Chinese tourists varies globally of course. Mandarin-speaking staff is offered by 23% of APAC hoteliers, compared to 5% in Europe, Middle East, and Africa (EMEA), 1% in the US, and 11% in Latin America. In 2015 and 2016, Japan hosted more travelers from China than from anywhere else.
With growth of Chinese visitors to the US expected to nearly double in the next few years – from 2.59 million visitors in 2015 to 5.72 million by 2021** — enormous opportunity awaits the hotelier committed to providing Chinese language materials and services. Chinese affluence and the easing of visa restrictions in many countries has opened up the world to Chinese tourists, and the flow of travelers from that part of the world seems bound to continue to grow.
Hoteliers and other hospitality industry businesses might do well to follow the example of enterprises such as the Four Seasons Hotel in Georgetown (Washington DC area) that offers Chinese language television and newspapers, with plans to introduce more traditional Chinese dishes on its menus. As part of its China 2020 Strategic Plan, Australia is instituting numerous initiatives, from giant video ads in Beijing subway stations, to the facilitation of easier payment methods for Chinese tourists.
Numbers indicate that now is the time to incorporate a response to this trend into your business plan. And whatever ideas you generate for connecting with Chinese visitors, Skrivanek will be able to create exactly the texts you need to ensure that they work well.
*Chinese International Travel Monitor 2017 by hotels.com, IPSOS research marketing firm