How to attract wealthy Chinese tourists

Wealthy Chinese want luxury goods and recognition of their social status
The main reason they travel is not to discover a new country, but for the social status and it is very important to understand that.Pierre GervoisBeautiful scenery and adventure tourism may work for some markets, but they are not going to bring high-value Chinese to New Zealand.
The chief executive of an outbound Chinese tourism operator warned New Zealand it would need to sell itself differently in that market if it wanted to capture even a small proportion of the wealthy travellers coming out of China.
China Elite Focus Ltd's Pierre Gervois spoke to media at the Trenz tourism expo in Queenstown last week about the need to develop the service levels and type of activities rich Chinese are looking for and promote these through the right channels.
"What's important to realise is the tourism industry is changing through the massive arrival of increasingly wealthy Chinese."
Of the 50 million outbound Chinese travellers during 2010, only 130,000 came to New Zealand.
"That's a good number, but we can do much better."
Gervois also said this market was not spending as much in New Zealand as it did elsewhere. The average spend here was $3200 a stay, compared with $6000 in the United States.
He attributed this to New Zealand not explaining the options fully to affluent Chinese.
"The main reason they travel is not to discover a new country, but for the social status and it is very important to understand that."
These travellers expected respect and consideration commensurate with their social status.
Chinese tourists have to book their holidays through state agencies with a tour group, but behaviour is changing and many wealthier people now make "business" trips, which gives them more freedom with itineraries.
Many shared their experiences through exclusive travel clubs and these were becoming a major influence.
Data showed 960,000 millionaires in China, with 60,000 worth $2 million or more and 4000 in excess of $200 million.
"Travelling abroad is their number one leisure activity. They stay in five-star hotels and spend on jewellery, casinos and real estate. They only go first or business class and most spend between $50,000 and $200,000 a trip."
He said Tourism New Zealand was running a fantastic campaign promoting New Zealand to the Chinese middle class, but research showed the elements New Zealand usually sells itself on, such as scenery and outdoor activities, were not what the wealthy were looking for.
"Wealthy Chinese visitors want to shop at Gucci, gamble and play golf, they want a VIP welcome and they want to be invited to social events with high-ranking New Zealanders."
Gervois has been working with Auckland Airport to raise the profile of New Zealand's luxury tourism offerings in the top-end, Chinese market through the travel clubs and social media favoured by this group.