Thai hoteliers see China as a growth market
Hoteliers see China as a growth market over the next three years, with 30 per cent expecting the number of Chinese guests to rise by more than 50 per cent, according to a survey by Hotels.com, a hotel-booking website.
The second annual “Chinese International Travel Monitor” (CITM) report found that 80 per cent of Thai hoteliers had experienced an increase in Chinese guests over the past year, with 64 per cent seeing growth of more than 10 per cent.
The 2013 CITM “shows the move to independent travel identified in the CITM last year is now preferred by the majority of Chinese travellers. While inroads have been made in this area, governments such as Thailand’s have to take this into account when organising their visa-application infrastructure,” said Zoe Chan, senior public relations manager of Hotels.com Asia-Pacific.
“For example, the recent development of visa-policy relaxation will definitely help to increase the number of mainland Chinese.”
The CITM report surveyed more than 3,000 Chinese international travellers and more than 1,300 hoteliers around the world, including 109 hotel partners in Thailand.
According to the report, the majority of Chinese who visit Thailand travel independently rather than as part of a group. This new trend is a clear shift from past travel patterns. It was confirmed by the Thai hoteliers surveyed, who said 69 per cent of Chinese guests now travelled independently, compared with a much more even split last year.
Other changes in behaviour observed by Thai hoteliers included increased spending and more confidence.
“Over the past three to four years, the number of Chinese travellers to Thailand has grown exponentially,” said Pongsathorn Kessamili, deputy governor for international marketing (Asia and South Pacific) for the Tourism Authority of Thailand (TAT).
“This market has potential to grow even more in the next few years. We are seeing a new generation of Chinese who now travel independently rather than in tours and also rely on the Internet for everything from researching destinations to online booking for accommodation and flights.”
According to the TAT, China has become the biggest source of travellers to Thailand, increasing to 18 per cent of the total. The number of Chinese tourists increased by 95 per cent in the January-to-May period compared with the same five months last year.
The CITM also highlights areas that still need improvement by accommodation providers in Thailand. According to the Thai hoteliers, the top five most common requests from Chinese travellers are free Wi-Fi (77 per cent), smoking rooms (49 per cent), in-house Mandarin-speaking staff (45 per cent), Chinese TV programmes (43 per cent), and Chinese breakfasts (35 per cent).
In response, the top five services Thai hotels plan to offer Chinese travellers are in-house Mandarin-speaking staff, Chinese-language hotel websites, translated welcome materials, Chinese breakfasts, and Chinese newspapers and magazines.
Accommodation providers have adapted to the increase in Chinese travellers, with 47 per cent developing dedicated marketing plans targeting Chinese guests over the past year.
“These insights highlight the need for hoteliers to adapt their marketing strategies to attract Chinese travellers,” Chan said. “The CITM shows hoteliers are making positive steps towards catering to an increasingly mobile and savvy Chinese travel market, and will help this market continue to grow.
“In addition, programmes being implemented by the Thai government and tourism authorities such as relaxation of visa requirements and promotions such as the ‘Amazing Thailand Grand Sale’ are positive steps.”
