Many destinations across the globe are awakened by the fact they can now expect a return of Chinese tourists.
In a recent survey compiled by data and marketing agency Dragon Trail International, more than half of polled travelers from mainland China said they are ready to travel as soon as COVID-19 restrictions are lifted, Bloomberg reports. And 32% plan to travel within two years.
Singapore, for example, expects China's decision to drop COVID-19-related restrictions could cause tourism to double this year, with as many as 14 million visitors.
While this is positive news, any sizable increase in demand from Chinese tourists will take time.
Because of that, I wonder if hotel companies and hotels are making the most of this crucial period to prepare for that influx of Chinese visitors.
After all, it's been nearly three years without these tourists. You and I know how much can change in three years. Travel trends here in the U.S. and in other parts of the globe have shifted rapidly in that time frame.
"The Chinese outbound tourist will not be the same as they were before; you have to prepare and adapt for that," Wolfgang Georg Arlt, CEO at China Outbound Tourism Research Institute, told Bloomberg. "We have changed; China has changed."
First and foremost, hotel staff need to be patient, empathetic and communicative toward Chinese travelers, just like with any traveler regardless of where they're coming from.
While the U.S. didn't endure lockdowns that were comparable to China's, I firsthand had to relearn how to be around people in public. For the long-delayed Chinese tourists, there's got to be some nervousness associated with reacclimating to travel, public transportation, dining in restaurants and other entertainment.
Next, I think hoteliers would be wise to revamp their offerings, including food and beverage, wellness, in-room amenities and programs and packages. We hear daily that guests don't just want experiences, they want experiences that make the most of their time and money spent. Find ways to add offerings that could be tailored specifically to Chinese travelers but also ones that you know are valuable to any guest.
Then, I would consider ways to ramp up technology and ensure existing systems are seamless and user-friendly. We know that some guests prefer to speak with hotel team members via a brand app or some other chat function. We need to reduce any barrier that could potentially add stress to the traveler. If investing in technology isn't an option for some owners right now, perhaps it's about improving pre-arrival communication — that can be viewed in multiple languages — with guests that reminds them of how they can best communicate with staff.
Lastly, it's imperative for U.S. hoteliers to wow Chinese travelers so much that they become loyal customers and return within the next six months or year. A report from Bloomberg shows that in 2019, 2.83 million Chinese traveled to the U.S. specifically, making China among the top five sources of inbound travelers — Canada, Mexico, the U.K and Japan were the other four. Chinese travelers, however, were ranked No. 1 in terms of spending in the U.S. in 2019. This is a key piece to the health of tourism in the U.S. And without considering all of the above, they may take their business elsewhere.
Are your companies thinking ahead about attracting pent-up demand from Chinese travelers? If so, I would love to hear your thoughts.
Send me a note via email, Twitter or connect with me on LinkedIn.
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