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1. MARKETING FOR FUTURE BUSINESS GROWTH
ATTRACTING
THE ASIAN
TRAVELLER
Daniel Evans
Chief Executive Officer
Ormita Commerce Network
daniel.evans@ormita.com
www.ormita.com
© Copyright 2012 – Ormita Commerce Network Limited. All Rights Reserved

2. MARKETING FOR FUTURE BUSINESS GROWTH
THE BIG DEAL
ABOUT ASIA

3. MARKETING FOR FUTURE BUSINESS GROWTH
The Plain Facts
China:
• Is the worlds fastest growing economy
• Doubles in size approximately every seven years
• Will be the largest economy by 2020
• Is the largest country by population
• Is the worlds largest lender
India:
• Is the worlds forth largest economy
• Will be the third largest economy by 2020
• Has maintained growth over the past 20 years
• Is the second largest country by population

4. MARKETING FOR FUTURE BUSINESS GROWTH
The Future : The Worlds Largest
Economies
14.9 tr 14.7 tr 9.9 tr 4.3 tr 4.0 tr 2.2 tr
European
Union
U.S.A
China
Japan India
Russia
30 tr 29.6 tr 28.1 tr 13.4 tr 6.8 tr 4.3 tr
European
Union
China
U.S.A
India
Russia
2010
GDP PPP-adjusted
Values in Trillions of USD
Source: World Bank
2020
GDP PPP-adjusted
Values in Trillions of USD
Japan

5. MARKETING FOR FUTURE BUSINESS GROWTH
Biggest Economies in 2020
Source: World Bank

6. MARKETING FOR FUTURE BUSINESS GROWTH
China & India
Worlds Fastest Growing
Economies
-10
-5
0
5
10
15
20
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Australia
Canada
China
India
Russian Federation
United Kingdom
United States
European Union
GDP GROWTH
PER YEAR
Real growth rate
Values expressed as a percentage
Source: World Bank

7. MARKETING FOR FUTURE BUSINESS GROWTH
The Largest Populations in the
World
0
200
400
600
800
1000
1200
1400
1600
C
hina
India
Euro
A
rea
U
nited
S
tates
Indonesia
B
razil
Pakistan
B
angladesh
N
igeria
R
ussia
2010
POPULATION
IN MILLIONS
Source: CIA World Fact Book

8. MARKETING FOR FUTURE BUSINESS GROWTH
ASIAN
ECONOMIES
ARE THE MOST
RESILIENT

9. MARKETING FOR FUTURE BUSINESS GROWTH
South Asia
The Most Resilient Economies
-6
-4
-2
0
2
4
6
8
10
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
East Asia & Pacific
European Union
Latin America & Caribbean
Middle East & North Africa
North America
South Asia
Sub-Saharan Africa
GDP GROWTH
PER YEAR
Real growth rate
Values expressed as a percentage
Source: World Bank

10. MARKETING FOR FUTURE BUSINESS GROWTH
Global Lenders Vs Global
Borrowers
China
Japan
Germany
Saudi Arabia
Russia
Switzerland
Netherlands
Norway
Kuwait
Singapore
South Africa
Romania
France
Turkey
Greece
Australia
Italy
United Kingdom
Spain
United States
-1,000 -800 -600 -400 -200 0 200 400 600
1
BORROWERS
LENDERS
{
}
Source: World Bank

11. MARKETING FOR FUTURE BUSINESS GROWTH
ASIA HAS MORE
MONEY TO
SPEND

12. MARKETING FOR FUTURE BUSINESS GROWTH
0
50
100
150
200
250
JapanG
reeceIceland
Italy
Singapore
B
elgium
U
nited
StatesIrelandFrance
PortugalEgypt
H
ungary
G
erm
anyIsrael
U
nited
K
ingdomAustria
N
etherlandsSpainB
razilPolandTurkey
N
orw
ay
D
enm
arkM
exico
C
anada
South
A
frica
N
ew
ZealandC
hina
SaudiArabiaR
ussiaEstonia
China
Source: Cia World Fact Book
Asian Travellers Have Less
Debt
GOVERNMENT
DEBT AS A
PERCENTAGE
OF GDP

13. MARKETING FOR FUTURE BUSINESS GROWTH
LURING THE
ASIAN
TRAVELLER

14. MARKETING FOR FUTURE BUSINESS GROWTH
Motivation & Needs
Chinese & Indian Travellers
Travel Motivation
• Rising Incomes
• Need to travel for business
• Travel (especially to Europe) as a status symbol
• Curiosity
Travel Needs
• Safety of a destination
• Ease of getting a visa
• Other factors:
– Natural Scenic Beauty
– Well-known landmarks
– Friendly local people

15. MARKETING FOR FUTURE BUSINESS GROWTH
Business Travellers
Official:
• Travel by people employed in government or public service
upon invitation of a related organisation in the destination
country
Business:
• Incentive travel, visiting exhibitions and inspections or technical
visits
Purpose of Travel
• Paid by company/bureau
• Predominantly company of male colleagues
• Convenience and time
• Concentrated shopping
• Appreciate flexibility and attention to time management

16. MARKETING FOR FUTURE BUSINESS GROWTH
Private Travellers
Group:
• First time visitors and travel in groups, given the
language barriers and unfamiliarity with the
destinations.
• They belong to the rising middle classes.
FITs:
• Has a high income and big purchasing power
• More likely to speak other languages
• Are experienced travellers

17. MARKETING FOR FUTURE BUSINESS GROWTH
Who Are The Travellers ?
• Well educated (with tertiary education)
• With higher income
• Top management of companies and
government bureaus
• Working professionals and semi-professionals
• Small groups on an incentive trip
• Tech-savvy and fashionable (interested in
cutting-edge gadgets and latest fashions)
• 4:2:1 (3 generations – grandparents, parents and
single child)
• Young (20-39 years old)

18. MARKETING FOR FUTURE BUSINESS GROWTH
Accommodation Preference
Source: World Travel Forum
0
5
10
15
20
25
30
35
40
45
50
5 Star Hotels &
Resorts
4-Star Hotel 3-Star Hotel 2-Star Hotel Others
Chinese Indians

19. MARKETING FOR FUTURE BUSINESS GROWTH
China: Major Travel Generating
Regions
Northern China (Beijing and Northeast China)
– Most of the official travel is from Beijing
– Beijingers are engaged in politics and love socialising
– Work comes second to friends and family
Eastern China (Shanghai and the Coastal Provinces Zhejiang and Jiangsu)
– Regions with a history of overseas travel, resulting in relatives abroad
– Wealthiest in terms of average income
– Shanghainese are trendy and internationally oriented
– Very price-driven, shrewd business people who drive hard bargains
South China (Guangdong Province and Neighbouring Provinces)
– Guangdong benefits from its proximity to Hong Kong as the commercial
gateway into China
– Its capital city, Guangzhou, is a major trading and commercial centre
– Consumer spending is the highest among China’s provinces
– People in the south prefer higher standard of services to cheap prices

20. MARKETING FOR FUTURE BUSINESS GROWTH
When Do They Travel?
• Outbound mainly for business and official travel,
hence not reliant on peak seasons
• Private travel is mainly concentrated during the
public holidays and school vacations
– School vacations take place around Chinese New Year (4 weeks in
Jan/Feb) and in summer (July and August)
– Preferred destinations are domestic destinations and South East Asia
– October is chosen for long haul destinations
– 5 to 15 days paid holidays are available since 2008

21. MARKETING FOR FUTURE BUSINESS GROWTH
Travel Preferences
• Short Haul to Long Haul: Significant growing interest to ‘less discovered’
European destinations; trips to S.E. Asia, Japan, Korea and Oceania still
popular
• Group Tour to Independent Travel: More Chinese travellers are able to
apply for individual visas (as long as they showcase sound financial and
employment status)
• Multi-Country Packages to Hybrid Tours: Travellers are interested in in-
depth travel rather than multi-country packages. They are keen to return
to destinations enjoyed the first time.
• The Chinese ‘top priorities’ in life are keeping fit & healthy, professional
development and spending time with family & friends.
• In terms of holidays, taking domestic holidays is at least ‘quite important’
for 80% and ‘extremely important’ for 9%. Foreign holidays are regarded
as at least ‘quite important’ for a smaller proportion (61%) and ‘extremely
important’ for 10%.

22. MARKETING FOR FUTURE BUSINESS GROWTH
Chinese Travellers
Approved Destination Status (ADS)
• Approved Destination Status (ADS) Policy is a bilateral government
agreement defining the arrangement between the Chinese Government
and a foreign destination whereby Chinese tourists are permitted to
undertake leisure travel in groups to that destination. Business and official
travel to overseas destinations are not included.
• Was first introduced in the early nineties for destinations in Southeast Asia
such as Singapore, Thailand and Malaysia.
• Countries without an ADS agreement are not allowed to receive tourism
groups from China or to promote their destination in China for tourism
and are restricted to business and official travel groups only.
• More than135 different countries and territories have been granted ADS.
The EU Member States, Switzerland, Norway, Iceland, USA, Canada,
Australia and New Zealand are some of the major countries with ADS
agreement.

23. MARKETING FOR FUTURE BUSINESS GROWTH
Travel Information Sources
0
10
20
30
40
50
60
70
80
D
estination
W
ebsites
TravelAgencies
A
dvertising
atB
orders
/A
irports
N
ew
spapers
/M
agazines
TravelBooks
R
ecom
m
endation
from
O
thers
B
illboards
&
Prom
otionalS
igns
TV/R
adio
China India
Source: World Travel Forum

24. MARKETING FOR FUTURE BUSINESS GROWTH
THANK YOU