Cracking the Culture Code. The Art of The Sale in Asia and The Opportunity For The Pacific Region

Transcription

1 Cracking the Culture Code The Art of The Sale in Asia and The Opportunity For The Pacific Region

2 Let s begin with an odd question... If you were selling a Chinese tourist on an exchange trip to the UK, what attractions would you focus on?

3 1 If you chose all the old staples, you d be surprised... The two most popular attractions in the UK for Chinese tourists are Buckingham Palace Closely followed by Bicester Village? 2

4 Huh? Bicester Village is a high-end discount retail outlet 1 hour from London 2mm~ Chinese tourists visit each year Announcements and signs in Mandarin So what? What has this got to do with selling more timeshare to Chinese in Australia?

5 The #1 barrier to excelling in cross-cultural (or any) sales is perception bias

6 We tend to sell what we would like to buy, see, and do, in a way that speaks to us

7 are we selling what our customers are buying? data based questions to ask about your timeshare sales and operations processes

8 Question #1 Do Chinese travellers consider the same factors as non Chinese when choosing destinations and attractions?

9 The 5 Most Important things Non-Chinese Tourists Consider: The 5 Most Important things Chinese Tourists Consider: Beauty and uniqueness of tourist attractions Affordability Safety Vacation time constraints Alignment with schedule Beauty and uniqueness of tourist attractions Safety Ease of visa procedures Friendliness of locals to tourists Affordability

10 The Post '90's Generation Beauty and uniqueness of tourist attractions 53% Ease of visa procedures 47% Safety 39% Affordability 35% Friendliness of locals to tourists 33% Fit with my schedule 33% Vacation time constraints 29% Recommendations from friends and relatives 25% Popularity of the country or region ts traveling overseas 25% Alignment with my objectives for travel 20% Distance to destination 19% The willingness of travel companion(s) 19% Introduction or recommendations from travel agency/platforms 15%

11 when we understand Chinese buying motivators and habits, how do we adapt our sales practices and product offerings to match? shouldn t we be leading with what s important to the Chinese traveller?

12 Question #2 How can the benefits of timeshare gel with Chinese travel trends?

13 Forms of Travel Preferred by Chinese and non Chinese Tourists

14 RCI s partnership with Veltra City Discovery

15 Why should we even care to adapt to their needs if more and more Chinese are getting used to independent travel? It is estimated that there will be 25,000,000 first time overseas Chinese travellers each year for the next 10 years...that s 70,000 per day! That s what we should care!

16 how can you adapt your sales process to emphasize the familiarity of your program while ensuring the Chinese guest understands the increased benefits of timeshare ownership?

17 Question #3 How do accommodations factor into Chinese travel decisions?

18 Where do accommodations fit within Chinese travel spend?

19 Per person on-location spending in Australia - USD$3,541

20 Objectives for Chinese tourists travelling overseas

21 How does your presentation speak to providing more of the experiences Chinese tourist want?

22 Question #4 Where do they want to go, and how are you going to get them there?

23 The most popular destinations outside of mainland China

24 How many trips a year? In , Chinese overseas travellers visited 2.1 countries In 2018, that number rose to 2.7 The total cost and time for long distance domestic travel is about the same as overseas international travel for the Chinese tourist.

25 And we want them to travel using us...

26 What adaptations can you make to your sales processes to encourage Chinese tourists to trust timeshare to take care of all their travel needs, just like Ctrip attempts to do?

27 Question #5 How can Chinese holiday shopping habits inform your sales process?

28 Factors affecting tourists overseas spending habits

29 Wei Zhu Yu, 59, a 24,000-a-year university lecturer from the Sichuan province capital of Chengdu, had just bought a Prada man bag from Selfridges. It was originally 1,500 but was discounted to 912, so I made a 40 per cent saving, he says, delighted.

30 Make it easy... Give the customer what they want "Chinese tourists are relatively new, with their new-found money and new-found wealth," he says. "The gift-giving culture of the Chinese tradition also means if they buy something they buy expensive stuff... And, he adds, they also like a good deal. "They're good business people, they like a discount." - Kegang Wu, a former adviser on China to the British Chamber of Commerce.

31 Are we ready and willing to meet the wants, needs, and culture of the Chinese buyer? Or, will we continue to try and adapt our customer to timeshare, rather than adapt timeshare to our customer?

32 Thank you 谢谢 For engagement opportunities and information contact The Carney Hospitality Group at:

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34 Tribes like tribes, like buys from like What s the best way to achieve success in selling to Chinese tourists?

35 Pairing the right salesperson with the right customer

36 Top 10 departure cities in China 1 Shanghai 2 Beijing 3 Chengdu 4 Guangzhou 5 Shenzhen 6 Hangzhou 7 Nanjing 8 Wuhan 9 Tianjin 10 Xi an