Hotel Online
News for the Hospitality Executive


advertisement


New Report Outlines Opportunities for Europe to Attract
Lucrative Chinese Travel Segment

Written by the University of London's School of Oriental and African Studies
and Commissioned by Hilton Hotels & Resorts


LONDON and MCLEAN, Va. - The number of Chinese outbound tourists visiting Europe is expected to grow to 4.5 million by 2015 and around 8.6 million by 2020, giving the European travel industry potential income of more than €2 billion, based on an average spend of €234 per night. This huge growth opportunity is outlined in a new report written by the University of London's School of Oriental and African Studies (SOAS) and commissioned by Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide. The study, 'How the Rise of Chinese Tourism will Change the Face of the European Travel Industry,' identifies current advantages and disadvantages of Europe for Chinese outbound travel and tourism (COTT).

Dave Horton, global head, Hilton Hotels & Resorts said: "The report provides new insight as our industry focuses on attracting outbound Chinese travellers for the long term. We must recognise emerging trends and act quickly in order for European communities to fully seize the historic opportunity created by this exponential growth."

The report finds that COTT generated an estimated 3 million visitor trips to Europe in 2010, with the largest number of Chinese travellers visiting Italy, France and Germany.

It identified that a growing number of first-time Chinese tourists are choosing to travel independently, rather than with traditional tour groups. Second- and third-time travellers, who feel comfortable travelling alone or in small groups of family or friends, are further fuelling this trend. These travellers enjoy the freedom to select venues and attractions that cater to their individual interests instead of feeling bound by tour group schedules, and may also be drawn to smaller locations that are typically not considered by tour group operators.

Sandie Dawe, chief executive, VisitBritain said: "Chinese visitor numbers to the UK have been steadily rising over the last few years, but we can clearly do more to attract an even greater number. China has a rich cultural heritage of its own and according to the latest Nations Brand Index, now has a far better understanding of British culture, our people and what they can experience when they are here. We must build on this and ensure the industry develops products that meet the needs, tastes and desires of Chinese travellers."

This shift in travel behaviours has major implications for the way in which the tourism industry will need to market to outbound Chinese tourists. This consumer base has a very high Internet penetration rate of 36.2 percent nationally, and Internet usage is more than double this figure in the large cities. More than 318 million access the Internet regularly and the average Internet user spends 18.7 hours per week online. Before departing, Chinese travellers will look online for information about destinations, hotels, and transport offerings, and are more likely to get their information through social media rather than official company websites. Online video sharing sites that offer videos of tourist destinations and traveller-generated blogs and microblogs are very popular and influential in the decision-making process for Chinese travellers.

Kevin Latham, senior lecturer, University of London School of Oriental and African Studies, and author of the report said: "Social media is quick, influential and popular, and the travel industry has to take social media seriously. Used appropriately, the marketing potential is enormous and opens up opportunities for players at all levels. The key is attracting Chinese travellers to your venue, and if they love the experience, they will likely talk about it on social networking sites, which could result in huge visitor numbers."

In addition to large companies, niche offerings also have vast opportunities with this form of communication. Chinese travellers will search for venues and packages that suit their lifestyles and interests, which could result in high demand for bespoke packages catering to Chinese tastes such as whisky tasting tours in Scotland and vineyard tours in France, Italy, the UK and Germany. Earlier this year, Hilton introduced Hilton Huanying, a programme taking its name from the Chinese word for welcome. Participating hotels provide Chinese speaking staff, traditional Chinese breakfast items and a range of in-room amenities including slippers, a welcome letter in Chinese, Chinese television programming and Chinese tea.

Tourism Minister John Penrose said: "We are living in exciting times for the UK tourism industry with new markets opening up and brilliant opportunities arising to promote the country to them.  Chinese visitors in particular will play an especially important part in growing our industry.  So I commend initiatives like Hilton Huanying and the research commissioned by Hilton Hotels & Resorts from the School of Oriental and African Studies - the more we understand what our new customers want and expect, the better able we will be to offer them a warm welcome and a rewarding experience when they come to the UK."

Potential Chinese customers are likely to be geographically concentrated in identifiable parts of the country and involved with particular social groups. They are also likely to have predictable media consumption habits such as reading specific titles and visiting themed websites, which creates opportunity for marketers to gain access and more easily target this audience.

To view a summary and full version of the 'How The Rise in Chinese Tourism will Change the Face of the European Travel Industry' report, other Hilton Blue Papers or to learn more about Hilton Huanying, visit www.hiltonglobalmediacenter.com.<>

About Hilton Hotels & Resorts
One of the most recognized names in the industry, Hilton Hotels & Resorts stands as the stylish, forward thinking global leader in hospitality. From inaugural balls and Hollywood award galas to business events and days to remember, Hilton is where the world makes history, closes the deal, toasts special occasions and gets away from it all. The flagship brand of Hilton Worldwide continues to build upon its legacy of innovation by developing products and services to meet the needs of tomorrow's savvy global travelers while more than 144,000 Team Members shape experiences in which every guest feels cared for, valued and respected. Today, the Hilton Hotels & Resorts portfolio includes more than 540 hotels in 78 countries and the brand remains synonymous with "hotel." Access the latest Hilton news at www.hiltonglobalmediacenter.com or begin your journey at www.hilton.com. Social media users can engage with Hilton at www.twitter.com/hiltononline, www.facebook.com/hilton and www.youtube.com/hilton. Hilton Hotels & Resorts is one of Hilton Worldwide’s ten market-leading brands.

About Hilton Worldwide

Hilton Worldwide is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For 93 years, Hilton Worldwide has been offering business and leisure travelers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Its brands are comprised of more than 3,750 hotels and timeshare properties, with 615,000 rooms in 85 countries and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors®. For more information about the company, visit www.hiltonworldwide.com or connect with Hilton Worldwide at www.hiltonworldwide.com/media
.
Contact:

Guy Martaurano / Gemma O'Hara
Golley Slater (for Hilton)
+ 020 7255 6400
hiltonbrandpr@golleyslater.co.uk

John Forrest Ales
Hilton Hotels & Resorts
+1 703 883 5215
johnforrest.ales@hilton.com



.
Receive Your Hospitality Industry Headlines via Email for Free! Subscribe Here

To Learn More About Your News Being Published on Hotel-Online Inquire Here

 
Also See: Al Habtoor Group and Hilton Worldwide Partner to To Bring Hilton Brand Hotels to Lebanon And Dubai; Conversion of Two Properities in Lebanon and Development of the Waldorf Astoria Dubai Palm Jumeirah in Dubai / October 2011

Russia Becomes Hilton Worldwide's Largest European Growth Market; Four New Hotels Increase Portfolio to 23 Either Trading or Under Development in Russia with a Multi-site Development Agreement for an Additional 11 Projects / October 2011

Hilton Hotels & Resorts Debuts in Azerbaijan with the Opening of the Hilton Baku / October 2011

Hilton Hotels & Resorts Global Spa Concept, eforea: spa at Hilton Debuts in Europe with an Opening at Hilton Baku in Azerbaijan / October 2011

Hilton Hotels & Resorts Opens the Hilton Surfers Paradise on Queensland's Gold Coast in Australia / September 2011

Hilton Hotels & Resorts Global Spa Concept, eforea: spa at Hilton, to Debut in Western U.S. at Hilton Sedona Resort & Spa in Sedona, Arizona / September 2011

Hilton Hotels & Resorts Opens Second Hotel At Heathrow Airport, the 350-room Hilton London Heathrow Airport Terminal 5 / September 2011

Wanda Group and Hilton Hotels & Resorts Open the 313-room Hilton Guangzhou Baiyun, in Guangzhou, China / August 2011

Hilton Hotels & Resorts Opens the 311-room Hilton Xi'an in Northwest China / August 2011

Hilton Hotels & Resorts Opens the 504-room Hilton Guangzhou Tianhe in Guangzhou, China Owned by a Subsidiary of Talent Property Group Limited / August 2011

Hilton Huanying, a Tailored Experience for Chinese Travelers, Launches Today in 51 Hotels in 13 Countries with Unveiling in San Francisco / August 2011

Hilton Worldwide Names Edmond Ip as Chairman, Greater China / August 2011

Hilton Worldwide To Develop 350-room Hilton Yuxi Fuxian Lake Resort in Yuxi, Yunnan, China, in a Management Agreement with Yunnan Chengjiang Great Eagle Resort Co / July 2011

Hilton Worldwide Opens 349-room Hilton Hangzhou Qiandao Lake Resort in Hangzhou Province, China / July 2011

Hilton Hotels & Resorts Launches Hilton Huanying, a Tailored Experience for Chinese Travelers / July 2011

Hilton Hotels & Resorts Opens Hilton Bodrum Turkbuku Resort & Spa in South Western Turkey / June 2011

Hilton Hotels & Resorts Opens 187-room Hilton Malabo in Equatorial Guinea, Marking Hilton's Entrance into its 78th Country / June 2011

Hilton Worldwide Names Haitham Matter As Regional Vice President of Sales for Middle East & Africa, Eastern Europe, Turkey & Russia / May 2011

Kristin Campbell Joins Hilton Worldwide as Executive Vice President and General Counsel / May 2011

Hilton Worldwide Names Anne Marie Chua as Director, Corporate Communications, Asia Pacific / May 2011

Hilton Worldwide and Eros Group Sign Management Agreement for Two Hotels in India, the 173-room Hilton New Delhi Mayur Vihar and 196-room DoubleTree by Hilton New Delhi Mayur Vihar, Tripling Hilton's Presence in India / April 2011

Hilton Worldwide Opens First DoubleTree by Hilton in the United Arab Emirates with 126-key DoubleTree by Hilton Ras Al Khaimah / April 2011

Hilton Worldwide Opens First DoubleTree by Hilton in the Middle East with 172-room DoubleTree by Hilton Aqaba in Aqaba, Jordan / April 2011

DoubleTree by Hilton Opens 214-room DoubleTree by Hilton London–West End Operated by Southhampton Row Hotel LLP and Managed by Crimson Hotel Group / March 2011

Hilton Worldwide Signs Franchise Agreement with Tehelne Pole a.s. for New-Build 120-room DoubleTree by Hilton Bratislava in Slovakia’s Capital City, Bratislava / February 2011

Hilton Worldwide Signs Two Management Agreements with China’s Zhejiang Jiacheng Holding Group for Conversion Project 137-room Hilton Garden Inn Shaoxing and New-Build 296-room DoubleTree by Hilton, Shaoxing County / February 2011

Hilton Worldwide Appointed by TCC Land Group to Manage Two Properties in Bangkok, Thailand; a New Build 287-room Hilton Hotels & Resorts Hotel and a Conversion/Rebrand as a 182-room DoubleTree by Hilton Hotel / February 2011

Hilton Hotels & Resorts Enters Manhattan's Fashion District with the Reflagging of 280-room Fashion 26 as Hilton New York Fashion District / February 2011

Hilton Worldwide Signs Management Agreement With Bin Otaiba Investment Group for the 259-Room Hilton Sharjah, a Conversion Property in the UAE, Scheduled To Open Q4 2011 / February 2011

Hilton Worldwide Signs Management Agreement with Silhouette Island Resort Limited for 111-villa Hilton Seychelles LaBriz Resort & Spa, a Conversion Property, Schedueld to Open March 2011 / December 2010

Hilton Hotels & Resorts Open First Stage, the Boulevard Tower, of New Build $700 million Hilton Surfers Paradise, in Australia's Gold Coast / December 2010
.

To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch

Home | Welcome| Hospitality News
| Industry Resources

Please contact Hotel.Online with your comments and suggestions.