COTRI and Dragon Trail joint activities in how to win Chinese tourists for your company or destination.

1. W in C hinese T ourists D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Sales & Distribution Local Knowledge Marketing & Social Media Research Experience Product Adaptation & Quality

2. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com China is one of the fastest growing outbound travel markets in the world, and has the most internet users in the world, with the highest online engagement ratio compared to Europe and North America. Thanks to rapid urbanization, rising disposable incomes and relaxations of restrictions on foreign travel, outbound trip volume has grown by an annual average of 22% since 2000. While online travel distribution is rapidly increasing, traditional offline travel agents and tour operators still dominate the travel fulfillment landscape. China is a tourism source market no destination or tourism company can ignore, but China is also a market with a specific structure. Approaching it without a suitable holistic strategy is not creating lasting positive results, as many players found out in past years. Win-chinese-tourists.com offers for the first time such a one-stop solution which provides you with all you need for success in the Chinese market: How to make them satisfied with your services, how to spread the word and how to turn demand into bookable offers.

3. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Dragon Trail, COTRI and our partner tourism companies in China are putting at your disposal all that is of vital importance to “win Chinese tourists”, seamlessly integrated by leading experts to assist international travel and tourism brands to market to Chinese consumers, and develop China as a sustainable market in driving growth and revenues: Three major services: - Product Adaptation and Quality Assurance - Marketing - Distribution Three major enablers: - Research - Experience - Local Knowledge

4. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Enabler 1: Research Understanding Chinese consumer behavior, and the changing travel purchase and research patterns, is of the highest importance in building a strong strategy when considering targeting the Chinese traveler. This includes the nature of government relations and China Tourism Outbound fulfillment processes when working travel agents and tour operators; the difference between the Chinese tour group and the affluent Chinese FIT traveler, and how to service them; to the complex media landscape drivers that enable influencing Chinese consumer to consider new products and services, such as destinations, hotel brands, and other travel products including tours and cruises. The experts of China Outbound Tourism Research Institute (COTRI), headed by world-leading China tourism expert Professor Dr. Wolfgang Georg Arlt, and his international team from around the world, have done numerous reports on China Outbound Tourism in collaboration with the World Tourism Organization (UNWTO), and the Pacific Asia Travel Association (PATA), and is the exclusive global distributors of the official China Outbound Tourism Annual Report by the China Tourism Academy (the think tank of the China National Tourism Administration, CNTA). COTRI is on the ground with the latest statistics and trends of the changing travel and tourism landscape in China.

5. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Enabler 2: Experience With extensive relevant experience from pioneering travel technology including meta search, revenue management, trip planning, and social media applications, to global internet strategy, CRM, and social media, as well as public relations and sales and marketing execution with major hotel brands and tourist boards, in North America, Europe, and China, Dragon Trail brings Information Communications Technology and Marketing Strategy to the table. Combining the above expertise with 30 years of China Outbound Tourism research, and consulting with hotels, cruise lines, and destinations to understand the Chinese tourist and design and implement service models that drive revenues and satisfied customers, is unmatched in the industry today. A unique blend of western and Chinese staff, with offices in China and North America (Dragon Trail) and Europe and China (COTRI), provides an integrated one-stop solution to win over Chinese customers.

6. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Enabler 3: Local Knowledge: Local knowledge is key to success. There are huge cultural differences between Western and Chinese consumer behaviour and industry practices. This often results in Western companies struggling to make their mark. What works in the West often won't work in China. China is one of the toughest markets in the world for foreign brands to be successful, especially if marketers don’t do the right due diligence. Chinese consumers are fickle, demanding, price-conscious and often more educated about your company’s brand than consumers in the West, thanks to the rapid growth of the internet. China’s media are also fragmented and complex and it is important to understand local consumers and grow their brands in China.

7. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com

8. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Service 1: Product Adaptation and Service Quality A prerequisite for developing successfully the Chinese tourism market for a destination, attraction, or hotel, it to be able to service Chinese tourists according to their expectations and standards of quality. There are huge cultural differences between Western and Chinese consumers, and not being familiar can not only surprise the operator, but also disappoint the Chinese travellers, as well as upset other non-Chinese tourists. The experts at COTRI have developed a process based on many years of research, which results in providing trainings and train-the-trainer programs and awarding a China Outbound specific quality label that is widely recognized by Chinese travel agents and tour operators as a sign of confidence that the destination or travel supplier will not disappoint the Chinese tourist. Even more than in other markets, unsatisfied customers may seriously harm the business, as the Chinese government has recently issued new strict rules for travel and tour operators which protects the Chinese tourist.

9. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Service 2: Marketing & Social Media Chinese consumers heavily use the Internet to make their purchase decisions, while still using travel agents for final transactions. Travel agents in China, for the most part, recommend travel packages that they have either known for years and offer them the greatest incentive, if the consumer has no specific destination or hotel in mind. This is why it is vitally important for brands to be top of mind with Chinese consumers BEFORE they contact a travel agency. In addition to traditional public relations, media and events, we will put an emphasis on developing engaging websites, to executing digital marketing campaigns and establishing a relevant presence on social media channels, blogs, as well as mobile. We have access to our technology team which has developed proprietary travel technology applications, such as one of the first two meta search engines in China,Go10000.com, as well as to award-winning e-tourism and social media strategist Jens Thraenhart, who has marketed travel globally for national tourist boards and luxury hotel companies. We recognize media convergence, and leverage social media channels to create buzz about brands via online influencer marketing and content penetration so that the Chinese consumer has made up their mind before going to the travel agent. The competition for Chinese travellers is expected to increase over the next few years, and it is important for companies to build their brand awareness now.

10. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Service 3: Sales & Distribution Getting a product on the shelf in China is easier said than done. A fiercely competitive market, the importance of “guanxi” (longstanding relationships), and the knowledge of how to execute a sales strategy with trade shows, learning programs, travel agent promotions, and tour operator relations, are keys to leverage the still dominating offline distribution channels in China. Even though online distribution and fulfillment of travel products is growing rapidly, due to various unique market conditions, such as international visa applications, credit card penetration, and technology adaptation of travel suppliers are bottlenecks that factors that offline distribution via travel agents is still dominant. Win-Chinese-Tourists.com works with a selected group of companies do make sure that the demand for your China-specific offers is translated into bookable packages for group and FIT travelers.

11. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Contact us:

12. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com