L atelier chinese tourist digital tourism

Chinese Tourism – Digital communication
L’Atelier BNP Paribas – February 2013

PART I: DATA ABOUT CHINESE TOURISM 3-9

PART II: FRANCE 10
Paris – Île de France 11
Social Media 12-17
SEO&SEM 18-20

PART III: EUROPE 21
Italy 22-23
Spain 24-25
Belgium 26-27
UK 28-30
Germany 31-32
Switzerland 33-38
Greece 39
SEO & SEM 40-41

PART IV: NORTH AMERICA 42
USA 43-44
Quebec 45-47

PART V: APAC 48
New Zealand 49-51
Taiwan 52
Maldives 53
Japan 54-56
Hong Kong 57-58
Australia 59-61
Indonesia 62
Thailand 63
South Korea 64-65
PART VI: MEA 66
Morocco 67
Tunisia 68
UAE 69
Israel 70-71
South Africa 72
PART VII: ABOUT L’ATELIER BNP PARIBAS 73

Part I:
DATA ABOUT CHINESE TOURISM

Data about Chinese Tourists

2013,L’Atelier BNP Paribas © | No diffusion or reproduction without authorization | www.atelier.net 4

Data about Chinese Tourists
16 million Chinese people took outbound trips in 2004

In 2005, 31 million holidaymakers came here from China. In 2009, there were 47 million

Outbound trips made by Chinese tourists will hit 82 million in 2012, up 16.7 percent year on year.

In 2013, with 90 million border-crossings estimated, China will become the No. 1 global outbound tourism source
market, overtaking Germany and the USA both in terms of numbers of travels and spending.

With Chinese travel growing at an average of 20 %/year for the past decade, the yearly number of Chinese venturing
overseas is expected to exceed 100 million by 2020, according to United Nations.

China's tourism revenues will reach 2.6 trillion yuan (413 billion U.S. dollars) in 2012, (+ 16.6% yoy).

Source : E-consultancy.com


World / Sources of influence

“While the finer details of a trip (where to stay, what to do, etc) are heavily influenced by social media,
initial holiday planning and destination choice is most often influenced by offline sources”

Source : E-consultancy.com


Top destinations in Asia - 2013

APAC countries and the USA are the favorite destinations for the Chinese tourists

Italy, France and Switzerland and the only attractive countries from this top10

APAC
Americas
Europe


Chinese luxury perception / 2013 Luxury Travel Awards
Source : China Elite Focus Limited

Category Winner Country

World's Best Luxury Destination New Zealand New Zealand

World's Best Welcoming City Gstaad Switzerland

World's Best Airline United USA

World's Best Hotel Le Meurice France

World's Best Spa Resort Shanti Maurice Mauritius

World's Best Luggage Brand Moynat France

World's Best Wedding Agency Marry Caribbean USA

World's Best Airport Auckland Airport New Zealand

World's Best Golf Trips Agency Bond Street Golf UK

World's Best Private Jet Charter Agency Private Jet Journeys USA

World's Best Luxury Lifestyle Experience Crowds On Demand USA

World's Best Villas Rental Agency Villas Of Croatia Croatia


Keyword of “Tourism 旅游”

On the 1st page of searching results:

Uzai – travel booking
Lvmama – travel package booking
17U – travel package booking
Ctrip – tickets, hotel booking
51766sh – Shanghai international travel
agency
Qunar – travel search engine
Hao123 – websites navigation site
Aoyou – China youth travel agency
Baidu Travel channel
Baidu BBS
Cncn – travel booking site
Baidu Baike (wiki)
Sina Travel


France / Paris – Île de France

The average Chinese tourist in France spends roughly $1,900 on shopping, by far more than any other tourists, according to Le
Figaro — which also noted that the number of Chinese tourists to France are expected to rise from 900,000 last year to 4-5 million
by 2015.

Paris - Île-de-France welcomes 45 million tourists every year, 60% of who come from abroad. Tourism generates over 300,000 direct
jobs. The regional council spends over 20 million Euros a year on tourism.


France / Rendez vous en France / Weibo & WeChat

Actively engaging customers on Weibo and WeChat; very
frequent posts about promos and travel info


France / French wine and culture heritage / Sina Weibo

Good social campaign but still need to improve its engagement and interaction


France / Champagne Ardenne / Sina Weibo

Less active account with fewer followers


France / Languedoc Roussilon / Sina Weibo

Good travel related content and frequent posts


France / Grasse / Sina Weibo

Not very regular post and lack of social campaign on Weibo


France /Annecy / Sina Weibo

Good usage of video on Weibo but the content of the post is not very exciting


France / SEO&SEM / Baidu / Keyword “France (法国)”

On the 1st page of searching results :

Photo
Baidu Travel for France
Baidu BBS
YesFr.com – biggest online French portal
Wikipedia
Sina French travel channel
Baidu Zhidao (Q&A)


France / SEO&SEM / Baidu / Keyword of “Paris 巴黎”

On the 1st page of searching results

•Baidu Baike (wiki)
•Photo
•Baidu Travel for Paris
•Baidu BBS
•Aoyou.com – China youth travel agency
•Weather of Paris
•eLong – Paris travel page
•Wikipedia
•Xinhuanet – Paris travel page


France / SEO&SEM / Baidu / Keyword “Île de France 法兰西岛”

On the 1st page of searching results

Wikipedia
Baidu Zhidao (Q&A)
liuxue.edu.china.com.cn - studying in France
Quanjing.com (photo-sharing site)
iCIBA translation site
Tianxun.cn (air ticket search engine)
Hujing.com (French-studying site)


Europe / Italy / Web

The design of the website is kind of old-fashioned and lack of social connexion


Europe / Italy / Sina Weibo

Good content with regular posts and social interaction


Europe / Spain / Web

Good information site with social connexions


Europe / Spain / Sina Weibo

A campaign of photo contest of
“Spanish in the eyes of Chinese Tourists”

Interesting content with good usage of images and videos


Europe / Belgium / Flanders / Web

Good website with creative animation and social connexions


Europe / Belgium / Flanders / Sina Weibo

Regular posts about seasonal activities and useful travel info


Europe / United Kingdom / Web

2004 : 0.6% Chinese tourists came to the UK.

2012 : 18 % of Chinese visitors to Europe bothered with a British visa.
However, 100 % of those considering a trip said a “single visa
application” would make them more likely to visit Britain.

France receives 25-30% more visitors than Britain

The Chinese site is not well-localized and have some fallacious wordings


Europe / United Kingdom / Sina Weibo

James Bond mission campaign to attract Chinese people
traveling those scenes appeared in the movie

Interesting content about movie, food, travel and creative social campaign


Europe / United Kingdom / Tencent Weibo

Similar content with Sina Weibo but less active


Europe / Germany / Web

Well-designed website and Blog & Weibo oriented


Europe / Germany/ Sina Weibo

Active posts about news, food, travel, movie and social events


Europe / Switzerland / Web

Good adoption of social media: RenRen
& Weibo & Youku connexions


Europe / Switzerland / Sina Weibo

Interesting content with useful travel and flight info but less user interaction


Europe / Switzerland / Lucerne / Sina Weibo & Blog

Good usage of video and image with frequent posts


Europe / Switzerland / Leman / Sina Weibo

Interesting video but less frequent posts and the content is less exciting


Europe / Switzerland / Basel / Sina Weibo

Inactive account with few posts and followers


Europe / Switzerland / St. Moritz / Sina Weibo

Useful content and frequent posts but lack of social campaign


Europe / Greece / Sina Weibo

Good usage of video but the content is less interesting


Europe / SEO & SEM / Keyword of “Europe 欧洲”

On the 1st page of searching results:

Paid ads by 17U – travel packaging site
Photos
Baidu Travel
Wikipedia
Meet99 electronic map site
Baidu BBS
Sina Travel
Tuniu – travel packaging site
Yetu online theater

London University’s School of Oriental and African
Studies : number of Chinese visitors to Europe
would increase to 4.5 million by 2015 and to
around 8.6 million by 2020.

Already in 2010, Chinese outbound travelers spent
€35 billion.


Europe / SEO & SEM / Keyword of “Europe Travel 欧洲旅游”

On the 1st page of searching results:

•17U – travel package booking
•Uzai - travel package booking
•Shanghai international travel agency
•Taige travel agency
•Etripsh – travel booking site
•Ctrip
•HRS.cn – hotel booking
•Russian airlines CN site
•Photos
•Sina Travel
•Tuniu - travel package booking site
•Beijing international travel agency
•Photos


North America / USA / Web

The website is not localized for Chinese travelers


North America / USA / New York / Sina Weibo

Regular posts but less exciting content


North America / Quebec / Web

Good content but lack of social connexion


North-America / Quebec / Montreal / Sina Weibo

Good usage of video and interesting content


North-America / Quebec / Sina Weibo

The content is less interesting and not regular post


APAC / New Zealand

New Zealand eyes Chinese tourists

Updated: 2013-01-29 15:25 ( Xinhua)

The New Zealand government's tourism agency on Tuesday unveiled targets for boosting
the number of Chinese visitors and their average length of stay.
by 2016 the agency was aiming to raise the proportion of "premium" Approved Destination
Status (ADS) Chinese visitors from 12 percent to 30 percent of the total ADS visitors.

The agency was also aiming to increase the ratio of free independent travelers from 12
percent to 25 percent of the total Chinese visitors to New Zealand and raise the average
number of days stayed in the country from six to eight.

In November last year, the Chinese mainland overtook the traditional US and British markets
to become New Zealand's second-largest source of annual arrivals, with around 195,000
Chinese visiting New Zealand in the 12-month period, an increase of 38 percent year-on-
year, he said.

Arrivals from China had increased steadily since 1999, when New Zealand gained ADS,
which cleared the way for Chinese tour groups to visit.

Tourism New Zealand was working with 12 selected inbound tour operators and 18 China-
based travel sellers to develop and market innovative packages offering longer-stay,
higher-quality itineraries


APAC / New Zealand / Web

Interesting site with good content and social connexion


APAC / New Zealand / Sina Weibo

Active social campaign with good interaction and engagement


APAC / Taiwan / Web

facebook

Very interesting and innovative site with
useful and interesting content


APAC / Maldives / Web
Western social media

The design and content of the site is less creative and exciting


APAC / Japan / Web

Very attractive site with good content and innovative features


APAC / Japan / Sina Weibo

The official account is not very active but the
campaign account is more active and interesting


APAC / Japan / Tudou

The video channel is interesting and created a lot of buzz on social media


APAC / HK / Web

Good content about travel info with
Sina/Tencent Weibo, WeChat connexions


APAC / HK / Tencent & Sina Weibo

WeChat connexion

Active social campaign with good
interaction and engagement


APAC / Australia

635,700 Chinese tourists have visited Austrialia
in the past year.

Chinese are Australia's second largest source
of foreign visitors, behind New Zealand.

Chinese tourists contribute $3.8 billion to
Australia's economy last year.

Tourism Research Australia : The education
industry accounted for 56 % of Chinese visits,
and 50% of its expenditure.

Spending time to visit family members studying
in Australia, and tagging a holiday to the trip,
helps explain why Chinese tourists spending 42
per cent more - about $7000 each - on each
trip than other international visitors.


APAC / Australia / Web

Interesting website with good content and social connexion


APAC / Australia / Sina Weibo

Good content and social campaign with good usage of video and image


APAC / Indonesia / Web

Lack of social connexion on the site and the content is less exciting


APAC / Thailand / Web

Good content but the layout of the site is less creative and innovative


APAC / South Korea/ Web

Good content and layout with Sina Weibo connexion


APAC / South Korea/ Sina Weibo

Regular posts and interesting content


MEA / Morocco / Web

Lack of Chinese site (10,000 Chinese tourists visit Morocco each year)


MEA / Tunisia / Web

The content is less exciting and lack of social connexion


MEA / UAE/ Web

Lack of Chinese site but active
on Sina Weibo


MEA / Israel / Web

The design and content of the site is less attractive but it’s social-oriented


MEA / Israel / Sina Weibo

Regular posts with good content and social campaign


MEA / South Africa / Web

Growth in South Africa's tourism sector from its
Chinese market boomed in 2012, increasing by
63.5% between January and September, making
China the country's fourth-biggest overseas tourist
market.

Over 96 000 Chinese tourists visited South Africa
between January and September, up from the
59 187 who visited over the same period in 2011.

Good content and layout and it’s
social-oriented


Part VII:
ABOUT L’ATELIER BNP PARIBAS

OUR UNIQUENESS
Innovation unit created by BNP Paribas in 3 countries

For more than 30 years, L’Atelier has been working as
an “innovation enabler” for international groups and Paris Headquarter
mid-cap companies. 16, rue de Hanovre
75002 Paris – France

With a mission of detecting the latest digital trends and
innovative technologies, L’Atelier assists companies in
building efficient digital strategies and cultivate their
digital culture.

www.atelier.net

We are part of BNP Paribas : we are technology and
Asia Regional Office:
agency-neutral Cloud Nine Plaza, 9/F
1118, West Yan'an Road
Shanghai
BNP Paribas is one of the 6 strongest banks in the world
200052 Shanghai - China
(8621) 62818533
according to Standard & Poor's. With a presence in 85
countries and more than 220,000 employees, 165,200
US Regional Office:
of which in Europe, BNP Paribas is a global-scale 2415, 3rd street - suite 231
European leader in financial services. San Francisco, CA 94107 - USA
1(415) 8745525

BNP Paribas uses L’Atelier to connect its business to the
innovation ecosystem.

At the forefront of digital innovations
San Francisco
since 1978.

2013, L’Atelier BNP Paribas © | No diffusion or reproduction without authorization | www.atelier.net 74

OUR UNIQUENESS
We provide cross-disciplines services
Trends Business
monitoring consulting

1 Connect to our digital experts
Workshops Agency Teams available in US, Europe & Asia
& Relationship
Management
 Business model research & analysis
Events
 Agency Relationship Management
 One to one masterclass sessions for CxOs

Media: Masterclass
Learning
content
production Sessions 2 Join the innovation community
Learn, participate & share with peers
A unique ecosystem of services designed
 Workshop for your teams based in EMEA/APAC /North America
for mid-cap and large companies  Events for the digital community
IT Sales

CRM Communication
3 Connect your organization
Infuse the digital culture at all levels
 Daily coverage of digital trends and digital usages
 Learning sessions for managers

Marketing HR


OUR UNIQUENESS
We are a network

L’Atelier Asia BNP Paribas

Digital
L’Atelier HQ
agencies

L’Atelier USA Startups

A unique ecosystem of consulting and
innovation specialists


OUR UNIQUENESS
We are part of a network


OUR UNIQUENESS

 GLOBAL INSIGHT combined with LOCAL KNOWLEDGE allows us to provide both insightful and operational results

INDUSTRY SPECIALIZATION CONSULTING EXPERTISE
Dialogue with key e-commerce Experienced in assisting
players and global research multinational companies in their
inputs since over 15 years e-commerce strategy
Highly customized for our clients
LOCAL INDUSTRY EVENTS Giving latest innovation trends

L’ATELIER attend & organize
e-commerce events in Europe,
Asia and Americas ACCESS TO BNP PARIBAS
PREMIUM RESEARCH
Unique source of information
managed by an international
team of over 30 persons

DESK RESEARCH INDUSTRY NETWORK
All public domain material With major e-commerce platforms
accessed and interpreted and innovative startups! Amazon,
eBay, Taobao, Rakuten, etc.

2013, L’Atelier BNP Paribas © | No diffusion or reproduction without authorization | www.atelier.net
2013 78

New BRIC offices in 2013

 L’ATELIER will open its Brazil and India office during 2013

Brazil Office India Office
Av. Pres. Juscelino Kubitschek, 510 Geojit BNP Paribas,34/659-P, Civil
São Paulo - SP - CEP: 04543-906 Line Road, Padivattom, Kochi -
682024

89 million 150 million
Internet users Internet users
250 million 930 million
> 20 million active SIMs. > 50 million mobile phone
online shoppers
online shoppers users


1 EVENTS
Sponsored & customized events

 Recent topics (examples)  Recent event partners (examples)
• Quantified Self • LinkedIn
• Shopping Search Engines • Google
• Branding & Geolocation • Taobao
• In-Store Innovation • Microsoft
• Social Media & Luxury in China • IBM
• Personal Branding • Adobe
• Tencent

Paris, San Francisco, Shanghai & Hong Kong

2013 80

2 MEDIA
Digital news available on the Web, Radio & Press

Radio Program
www.atelier.net

Press

2013 81

3 CONSULTING
Social Media, e-Commerce, Digital Innovations, e-Marketing, Mobile Services…

DIGITAL MARKET
STRATEGY RESEARCH

DIGITAL LEARNING
TRAININGS EXPEDITIONS

Visit of Liba.com

2013 82

OUR WORK & REFERENCES
Clients Case Studies

Client Context Services provided
Launch e-Commerce in China Market study delivered to the country board of Converse
• Overview of the market, trends & competitors with recommendations and action plan validated by the
• Assessment of business opportunities global CEO (USA).
• Define market entry strategies
• Business modelling & planning
Digital marketing training seminars for APAC 2 Training Seminars (3 days each) organized for L’Oréal
• Design and organization of training sessions APAC (14 countries) about digital marketing in order to
• Attendees: Marketing & Brand help the client to stimulate a customer-centric approach
directors/managers in marketing plan and to upgrade digital skills to walk new
business opportunities and plan impactful cross-media
campaigns.
Accelerate the digital transformation of Danone Global program where we designed & organized
• Acceleration Workshops with Danone Waters Learning Expeditions & Workshops in 3 regions (Europe,
& Danone Baby Care North America and Asia) to accelerate the digital
• Singapore, Thailand, Indonesia, China transformation of Danone

Launch several e-Commerce brands in China Organisation of 2 Learning Expeditions combined with
• Business meetings with local e-commerce Market Research (monthly reports), workshops (Paris and
players Shanghai) and Strategic advisory to support PPR’s online
• e-Commerce Insider monthly report business development in China.
• Advisory e-Business global department

2013 83

SELECTED CLIENTS
France, North America & Asia Pacific

Cosmetics & Luxury Retail Services
L’OREAL LEROY MERLIN BNP PARIBAS
CHANEL KIABI CETELEM
MUSTELA CACHE CACHE CORTALCONSORS
DIOR ATOL LES OPTICIENS VENTECH
HERMES LAGARDERE RETAIL BANQUE ACCORD
RICHEMONT AXA
Ch. LOUBOUTIN MAIF
GALERIES LAFAYETTE Consumer Goods LA POSTE
DANONE GEOPOST
PHILIPS
Sport & Lifestyle Online players
PUMA POPULIS
REDCATS TWENGA
CONVERSE Transportation & Energy 360BUY.COM
DECATHLON VEOLIA P1.CN
TOTAL TENCENT
RENAULT
Media & IT AIR FRANCE
CANAL + KEOLIS
PAGES JAUNES SNCF
CAP DIGITAL

2013 84

L’Atelier Management Consulting (Shanghai) Ltd.
Cloud Nine Plaza, 9/F
1118, West Yan'an Road | 200052 Shanghai | China
T 86 21 62 81 85 33 | www.atelier.net | red@mail.atelier.net

L atelier chinese tourist digital tourism

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (9)

Similar to L atelier chinese tourist digital tourism

Similar to L atelier chinese tourist digital tourism (20)

More from L'Atelier BNP Paribas

More from L'Atelier BNP Paribas (20)

Recently uploaded

Recently uploaded (15)

L atelier chinese tourist digital tourism