Episode 386: Navigating the Chinese Travel Market, with Subramania Bhatt

Destination On The Left

On this episode of Destination on the Left, I talk with Subramania Bhatt, Founder and CEO of China Trading Desk. We discuss Chinese travel trends and how his company keeps a finger on the pulse of Chinese travelers’ international aspirations. We discuss why the old days of large-group travel are behind them and why they seek authentic experiences in 2024. Subramania walks us through the return of the Chinese traveler and where the top five outbound markets are for them right now.

What You Will Learn in This Episode:

• Why Chinese traveler preferences have shifted towards experiential and culinary travel experiences and how international brands can adapt and customize their messaging to cater to this trend
• Where Chinese travelers find their inspiration and how DMOs can inspire them using the right platforms
• Why collaboration between destinations, such as Germany and Flanders, to create a holistic approach for marketing to the Chinese market has seen such great success
• How the China Trading Desk collects data that allows international marketing teams to understand and reach the Chinese travel market
• Popular destinations for young Chinese travelers right now including Singapore and Europe

The Changing Landscape of Chinese Travelers

Subramania shares how the China Trading Desk has been at the forefront of understanding and reaching the Chinese travel market. He shares how, there has been a surge in enthusiasm among Chinese travelers post-pandemic, with an increasing trend of younger generations heading to more affluent destinations.

We also explore why there is such an interest in culinary experiences and individual travel as opposed to historical group trips.

The Power of Data Insights

We take a deep dive into the wealth of data provided by the China Trading Desk and how it helps DMOs understand Chinese traveler sentiment and spending patterns. We learn which platforms Chinese travelers use to research their trips and look for inspiration for their travel, including Little Red Book which is similar to Pinterest. Subramania talks more about the necessity for international brands to foster trust and shares some crucial ways brands can stand out amidst a fiercely competitive market.

Influencing Factors and Strategic Collaborations

The conversation also highlights other factors influencing Chinese travelers’ travel plans, including safety concerns portrayed in movies that impacted Thailand’s popularity. We also discuss how waiving tourist visa requirements has propelled Singapore to one of the top spots to visit post-pandemic. Subramania shares a story of the success of collaborative marketing, as seen with Germany and Flanders, and why it underscores the impact of holistic strategies in the Chinese market.

Resources:

• Website: https://www.chinatradingdesk.com/
• LinkedIn Business: https://www.linkedin.com/company/chinatradingdesk/
• LinkedIn Personal: https://www.linkedin.com/in/subramania/

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