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Tara Kerry

Fáilte Ireland

Hospitality Development Manager

Fáilte Ireland’s Role in the Tourism Industry

New & Developing Market Programmes

Tara Kerry

你好

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你好

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Programmes

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• China Ready – COTRI and Fáilte Ireland Certified

• China Ready Introductory Programme

• GCC Ready Programme

• India Ready Programme

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China Ready Programme

COTRI & Fáilte Ireland China Ready Programme

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• Property Audit

• Cultural Awareness

• Understanding of Culinary Requirements

• Routes to Market

• Certification for the Property

CTW Quality Host Certification(for individuals)

CTW Quality Organisation label

COTRI – Cultural Awareness

The four main modules are:

• Background – Chinese Travellers Abroad

• Chinese Tourists' Motivations, Needs and Behaviour

• Language, Service and Ambience

• Product Adaptation and Marketing

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Market Entry Strategy

Topic 1: Routes to Market

• Key and most cost effective routes to market

• Trade Shows and Workshops

• Professional Travel Management Companies

• Referrals: Guest Review sites and Social Media platforms

Topic 2: Nurturing the Business• Travel Trade

• Chinese Visitors

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Culinary Insights

• Understanding of requirements

• Menu Development

• Increase Dwell Time

• Increase per diem spend

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Westgrove HotelCulloden Estate & Spa City North Hotel

Stormont Hotel

Europa Hotel

Accommodation Providers

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China Ready Introductory Programme

China Ready Introductory Programme:

Useful, relevant and practical background information

An understanding of needs and motivations

Top tips for exceeding Chinese visitor expectations

Ideas for communicating with or without knowing the language

A very special welcome for Chinese visitors through the use of Mandarin phrases.

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Fáilte Ireland Foundation China Ready Programme

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Topics

Topic 1: Tourism and China

Topic 2: Chinese Visitors and Ireland

Topic 3: Getting to know our Chinese Visitors

Break

Topic 4: Cultural Nuances

Topic 5: Top Tips for Meeting Chinese Visitor Expectations

Topic 6: Key Mandarin Phrases

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Topic 1Tourism and

China

AND, these are the numbers that are travelling from China to all over the world

• 2000 - 10 million visitors

• 2014 - 114 million visitors

• 2020 - 200 million visitors

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Topic 2Chinese visitors

and Ireland

Key interests

Understanding the Irish• Differences between Ireland and

China

• Any points of connection between both

Landscape and the coast• Dublin Bay, Cobh Heritage

Experience, Wild Atlantic Way, Cliffs of Moher

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Quaint towns e.g. Adare

Iconic Attractions

• Titanic Belfast

• Trinity College

• Guinness Storehouse

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Topic 3Getting to know

our Chinese Visitors

What we need to know

• Most of our Chinese visitors have a significant language barrier

• FREE WiFi is a must

• China has the largest online population with 550m internet users

• App based customer service appeals to them

• QR codes appeal and are widely used in China

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When do they travel most?

1st week of May: The Spring Festival

May – October: Business Travel

July – August: Family Travel

1st week October: The Golden Week

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Annoyances Delights

High prices Blue sky

Lack of Chinese language information and material

High level of cultural sophistication

Chinese debit cards can’t be used Clean, peaceful cities, beautiful landscape

Need to pay for use of toilets Friendly, helpful people

Long queues at tourist attractions Delicious and safe food

Shops closing early Convenient public transport

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Annoyances Delights

High prices Blue sky

Lack of Chinese language information and material

High level of cultural sophistication

Chinese debit cards can’t be used Clean, peaceful cities, beautiful landscape

Need to pay for use of toilets Friendly, helpful people

Long queues at tourist attractions Delicious and safe food

Shops closing early Convenient public transport

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Topic 4Cultural Nuances

Food

• Offering local food in Chinese style helps to get Chinese guest to eat in non-Chinese restaurants

• Prefer Chinese food

• A selection of local dishes for all to share is good

• Local food is considered interesting to taste and take photos of but it is not intended to be the most substantial meal of the day

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Shops

• A few phrases from frontline staff really helps

• Asking Chinese visitors twice if they need help allows them to appear modest whilst also getting what they want

• Perceived mistreatment might quickly be interpreted as anti Chinese behaviour

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Photo/video opportunities

• Love the opportunity to take photos/videos in front of prestigious sites

• Think about photo opportunities that you could put in place at your business

• Promote free WiFi as they will upload pictures on Chinese social media sites immediately

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Chinese assign powerful meaning to colours

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BLUE

Implies vigour and vitality

RED

Good fortune and joy

YELLOW

The centre of everything.

Signifies neutrality and good luck

WHITE

Symbolises mourning and is associated with death and used

predominantly at funerals

To note

• Family name comes first, normally one syllable (XI, Jimping)

• Status comes before gender, no ‘ladies first’ in China

• Many Chinese travellers are money-rich but time-poor. They do not want to wait

• Numbers 4 and 44 pronounced in Chinese are similar to ‘death’. Avoid them! Number 8 has a positive connotation

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Topic 5Tips for Meeting

Visitor Expectations

What we need to know

• Tip 1: Make your services China friendly

• Tip 2: ‘Storify’ your services

• Tip 3: Provide Chinese visitors with Wifi

• Tip 4: Set the stage for interaction

• Tip 5: Let them shop

• Tip 6: Emphasise the value of your service

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Emphasise Value

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Celebrity Choices

Award winning

As seen in the movies

Oldest VIP onlyFamous

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Tip 7: Accept Chinese visitors with open arms

Tip 8: Learn a few Mandarin phrases now

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Topic 6Key Mandarin

Phrases

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Hello 你好 Ni Hao

Welcome 欢迎 Huan Ying

My name is… 我叫 Wo Jiao…

Well done 非常好 Fei Chang Hao

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Congratulations 恭喜 Gong Xi

Sorry 对不起 Doo-ay boo

Chee

Thank you 谢谢 Xie Xie

Goodbye 再见 Zai Jian

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GCC Ready Programme

GCC Ready Programme

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• Property Audit

• Cultural Awareness

• Understanding of Culinary Requirements

• Routes to Market

Take Away From the Programme

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India Ready Programme- Autumn

2018

Thank YouContact: Tara Kerry tara.Kerry@failteireland.ie

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谢谢MoreXièxiè

谢谢