Moneyed Chinese tourists have adventurous tastes – so travel marketers must do things differently

Chinese tourists with deep pockets are looking for travel marketers to appeal to their increasingly adventurous tastes with personalised high-end experiences informed by big data, the Quintessentially Singapore managing director Da Yu Au has claimed.

He was speaking to Mumbrella in a video interview in advance of the Travel Marketing Summit in Singapore on May 7. At the conference, He will be part of a panel discussion session with the theme ‘Marketing to Outward Bound Tourists From China – Knowing the Fundamentals’.

In 2017, Chinese tourists made 130 million trips abroad – spending an astounding US$115 billion; meaning China is now the highest spending nation when it comes to travelling.

But with cultural differences and language barriers to overcome, how exactly can travel brands outside of China tap into the country’s huge pool of tourists – who are just hungry for new experiences abroad?

Putting forward their insights will be our eclectic panel of speakers – with all sides of the market represented. They will include Leverate Media Asia vice-president of consulting Meutia Adryana – winner of the ‘Under-30 Achiever of the Year’ category at the Mumbrella Asia Awards in 2018.

On top of that, also joining will be Quintessentially Singapore managing director Da Yu Au, as well as TripAdvisor Asia-Pacific vice-president of display Cindy Tan and BeMyGuest founder and former chief executive officer Clement Wong – also vice-chairman of The Pacific Asia Travel Association.

Moderating this sessions will be IPG Mediabrands APAC, Head of Marketing & Communications, Naomi Michael.

During the one-day conference at One Farrer Hotel, there will also be keynote speeches by Cathay Pacific marketing chief Edward Bell and Hilton Asia-Pacific director of consumer and digital communications Clare Woodford.

In addition to that, delegates will see an in-depth question and answer session with Changi airport marcoms head Ivan Tan – not to mention sessions on ‘Bleisure’ – the trend of mixing business trips with leisure travel, brand building in the programmatic age, the Crazy Rich Asians marcoms bounce for Singapore, a roadmap for marketing to Chinese tourists and an expert panel’s views on the next iteration of marcoms – plus much more besides.

There will also be expert speakers from Facebook, Japan Airlines, Expedia, Klook, Skyscanner, R3, TripZilla, Nielsen, the Travel Daily, Sofitel, Luxury Escapes, Quintessentially and TripAdvisor – to name but a few.

To buy your tickets for just $399, visit the event website here.


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