- “Many Western hoteliers are completely unaware of the Golden Week period – they have just heard of Chinese New Year it seems – but this is a significant travel period which many Chinese people use to travel abroad,” said DidaTravel’s Chief Commercial Officer, Nicky Ussamarn.
- Driven by favorable visa policies, increased flights, and interest in global destinations, Chinese outbound travel has rebounded.
- DidaTravel advises Western hoteliers to showcase high-quality room photos and detailed descriptions, accept Chinese payment methods, offer visa services, focus on B2B retail sales, and target young, wealthy Chinese travellers, among other things.
Shenzhen, China – July 22 2024 – As we approach the longest holiday season in China, DidaTravel – China’s largest outbound wholesaler of accommodation and flights – is helping hotelier partners around the world to prepare by highlighting the Golden Week (also known as National Day) festival in October.
The company is firstly drawing attention to the fact that the national holiday calendar this year is different from last year's, which saw a combined Mid-Autumn Festival and Golden Week period to create one of the longest ever holiday periods suitable for extended travels.
Instead this year the Mid-Autumn Festival runs from Sunday, September 15th, to Tuesday, September 17th, making a short holiday period that creates a long weekend, meaning Chinese travellers are likely choose short domestic getaways to visit family.
However, 'Golden Week', will occur from October 1st to October 7th, 2024, making this seven-day holiday one of the busiest travel periods in China, as tens of millions of people make the most of the break to go on vacation and take advantage of long-haul trips.
Typically in China travellers tend to book hotels and flights within a week for domestic travel and 2-4 weeks in advance for long-haul trips. Hence, in order to attract Chinese travellers for international travel during the Golden Week, it’s essential for Asia Pacific, Middle Eastern and Western hoteliers to prepare now.
This year, moreover, China’s outbound travel has bounced back, driven by more favourable visa policies, increased airline capacity, and a growing interest in diverse global destinations. As the demand for international travel rises, Dida Travel advises Western hoteliers to take the following steps to cater to Chinese travellers’ preferences during the Golden Week:
- Showcase Room Photos: Use high-quality images to attract potential guests.
- Detailed Room Descriptions: Clearly state room sizes in square metres.
- Room Amenities: Ensure each room has a kettle and tea, and clearly state this on the website.
- Payment Methods: Accept Chinese payment methods such as WeChat Pay and Alipay.
- Social Media Presence: Open WeChat and other relevant social media accounts for customer service.
- Visa Services: Provide visa arrangements for Chinese travellers where available.
- B2B Retail Sales: Focus on B2B retail sales, not just B2C channels.
- Last-Minute Bookings: Be prepared for last-minute bookings, as Chinese travellers often make spontaneous travel decisions.
- Targeting Young Travellers: Market to younger travellers, as China has a higher percentage of wealthy Millennials and Gen Z compared to Europe and the Americas.
“Many non-Chinese hoteliers are completely unaware of the Golden Week period – they have just heard of Chinese New Year it seems – but this is a significant travel period which Chinese people use to travel abroad and as such these hoteliers could be missing out,” said Nicky Ussamarn, DidaTravel’s Chief Commercial Officer.
"Understanding what Chinese travellers want is crucial for Western hoteliers to tailor offerings and experiences that match these changing preferences. Our insights and recommendations are designed to help hoteliers align their services with the specific needs and expectations of Chinese tourists, ensuring a more enjoyable and satisfactory experience for this fast growing market segment.Simply having a Chinese language website or even employees on your property is just not enough. We want to remind hoteliers looking to attract Chinese travellers for the Golden Week festival period that there is still time to adapt – even if this is the first they hear of the festival – as travellers plan their long-haul trips only two to four weeks in advance!”
