The unique Chinese traveler - Why engagement is key to the Chinese traveler
By 2020 there will be 160M Chinese tourists going overseas for vacations. On average, each of these tourists will spend $2000USD per vacation, making Chinese tourists the top spenders among nationalities in the places that they visit.
In McKinsey’s survey, Chinese Tourists: Dispelling the Myths, they determined that 70% of Chinese travelers going to Southeast Asia are looking to relax and unplug on vacation. Chinese tourists look at vacation as a chance to get away from stressful city life to relax and enjoy with their friends and family. These travelers are looking to have unique, semi structured experiences such as self guided tours, where travelers can discover their own experiences within a controlled environment.
The challenge for luxury hoteliers
The challenge facing the luxury hospitality industry is how to engage this enormous number of Chinese tourists in a way that encourages them to spend more money while on their property.
At Portier, we believe that the key to unlocking Chinese travelers is by understanding your Chinese guests are each unique. And to engage them in a relaxing, relevant way.
How Portier Can Help
Portier devices welcome guests as soon as they arrive in their rooms. Portier devices present your property’s compendium instantly in Mandarin, instantly making your Chinese guests feel relaxed and at ease.
More translation leads to better engagement
Because Portier allows all of your hotel’s content to be instantly translated into 5 languages, you can provide, smart, relevant content to all of your guests. This content is not just your hotel compendium, but also local events, marketing pieces, and menus.
More engagement leads to better analytics
And because the Portier content can be easily translated into Chinese (or any other languages), guests often read Portier content as they explore a city, or as they sit and relax by the beach.
In fact, across all our properties, Portier guests engage with our devices (whether its chat, articles or phone calls) for 50 minutes every day. And this engagement powers the analytics that Portier’s hotels use to better understand their Chinese guests.
Better analytics leads to more personal and relevant content
And so the more Chinese content that your guests read while on the Portier device, the better the portal is at presenting relevant and engaging the content to your guests.
Rather than look at all Chinese guests as merely guests from China, the data analytics in Portier's platform allow hotels to understand guests as individuals.
A Chinese family of three, and a Chinese millennial couple might both want to eat at an amazing local restaurant, but beyond that they will likely have very different wants and needs from their holiday. The family might be more interested in going to an amusement park, while the millennial couple might be more inclined to go on a tour that lets them explore a historically relevant part of the city.
With Portier's analytics, your hotel will be able to automatically suggest the tour to the millennial couple while presenting a family friendly amusement park to the family of three.
More relevant content leads to more sales
To ultimately get Chinese consumers to spend more at your property, hotels need to be able to curate individual experiences for their Chinese guests. Chinese luxury guests are not a monolithic group. They are willing to spend money, and they are willing to engage with hotel properties, but they need to be engaged as individuals, on their terms and often in their language.
Portier’s ability to engage Chinese users using a combination of a physical device and Chinese language content allows properties to better understand Chinese guests. This understanding allows hoteliers on the Portier platform to better curate content and experiences that are unique and relevant to these guests.