{"id":1227,"date":"2013-04-16T11:46:10","date_gmt":"2013-04-16T09:46:10","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1227"},"modified":"2013-04-16T11:46:10","modified_gmt":"2013-04-16T09:46:10","slug":"el-viajero-chino-una-nueva-oportunidad-de-negocios-para-la-industria-del-spa","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2013\/04\/el-viajero-chino-una-nueva-oportunidad-de-negocios-para-la-industria-del-spa\/","title":{"rendered":"The Chinese traveller: A new business opportunity for the spa industry?"},"content":{"rendered":"

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In our previous post, we spent some time talking about medical tourism<\/a> and the opportunities it offers for the spa industry. Although this week’s topic is slightly different, it also connects our field with the travel and hotel industries. In this article, we take a look at the trends and business opportunities offered by Chinese outbound travellers who, according to the China Outbound Tourism Research Institute (COTRI), are set to transform their country into “the largest source market for global tourism before 2020.”<\/p>\n

We will be nurturing this discussion with some of the valuable insights provided by the article Preferences and Attitudes of Chinese Outbound Travelers: The Hotel Industry Welcomes a Growing Market Segment<\/em> published by the Cornell University Report and written by Peng Liu, PH.D., Qingqing Lin, Lingqiang Zhou, Ph.D., and Raj Chandnani. Let’s see why we think our industry can also take advantage of this important trend within the travel industry.<\/p>\n

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En nuestro art\u00edculo anterior, nos referimos al turismo m\u00e9dico<\/a> y las oportunidades que este ofrece para la industria del spa. Aunque el tema de esta semana es un poco diferente, tambi\u00e9n conecta nuestro campo con la industria hotelera y de viajes. Esta vez, vamos a echar un vistazo a las tendencias y oportunidades de negocio que ofrecen los viajeros chinos, los cuales seg\u00fan el Instituto de Investigaci\u00f3n del Turismo Chino (COTRI por sus siglas en ingl\u00e9s), terminar\u00e1n por transformar su pa\u00eds en “el mayor mercado emisor de turismo global antes del 2020”.<\/p>\n

Vamos a estar alimentando esta discusi\u00f3n con algunos de los valiosos aportes ofrecidos en el art\u00edculo Preferences and Attitudes of Chinese Outbound Travelers: The Hotel Industry Welcomes a Growing Market Segment<\/em> escrito por Peng Liu, PH.D., Qingqing Lin, Lingqiang Zhou, Ph.D., and Raj Chandnani y publicado en el Cornell University Report. M\u00edremos algunos argumentos por los cuales pensamos nuestro sector puede sacar provecho de esta importante tendencia en la industria de viajes y turismo.<\/p>\n

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Features and preferences of the Chinese traveller<\/strong><\/p>\n

The Chinese market is relatively young. According to COTRI, “70 percent of all outbound trips from mainland China only happened within the past six years,” something tightly related to the dramatic increase of personal wealth in the country and the significant expansion of the Chinese middle class during the last decade.<\/p>\n

Considering the above, the Chinese market offers lots of possibilities towards the future. While today’s travellers favour group trips and nearby-Pacific destinations, future Chinese travellers may be more willing to explore on their own destinations outside Asia, mainly across Europe and North America.<\/p>\n

In spite of that, the Chinese traveller has a set of values and interests that will probably remain the same. Shopping focused tourism, for instance, is and will be one of the most popular travel preferences among Chinese travellers. According to the Cornell University Report, “the culture of gift giving motivates Chinese consumers to allocate substantial amount of their travel budget on shopping.” Because of that, Chinese travellers will probably continue favouring urban experiences over resorts or country-related destinations.<\/p>\n

In terms of amenities, culture and time efficiency are the two most important variables for Chinese travellers. That is exactly why tea and coffee making facilities, internet and wifi, and dedicated storage are the three most popular amenities among Chinese travellers.<\/p>\n

Recreational amenities, however, are also appealing to the Chinese market. “Four Seasons Hotels and Resorts, for instance, have identified recreational amenities as a competitive point of differentiation, with indoor swimming pools and efficient \u00e0 la carte spa treatments, including Chinese modalities, foot treatments, and salon services to attract Chinese travelers.”<\/p>\n

Finally, it is important to keep in mind the travel segments of the Chinese market. According to the Cornell University Report, “families with young children, retired couples, and singles will see the greatest growth.”<\/p>\n

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Seizing the opportunity<\/strong><\/p>\n

Different hotel chains across the world are already targeting in a very specific way the needs of the Chinese market. For instance, Hilton’s Huanying program includes Mandarin-speaking team members, amenities such as Chinese teas and tea kettles, and a rich breakfast that includes dim sum, fried rice and noodles.<\/p>\n

We believe the spa industry can also take advantage of the business opportunities that have been created by Chinese outbound travellers. Spas should cater for these clients and have something in their spa offering adapted to these travellers\u2019 needs. Considering the popularity of shopping focused tourism among Chinese travellers, spas could offer, for example, international branded products, firm massages and whitening facial treatments. They could also include in their treatment menus services that are popular among Chinese travellers. We believe there are many options spas could use to attract Chinese travellers. It is up to us to seize this opportunity.<\/p>\n

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Las caracter\u00edsticas y preferencias de los viajeros chinos<\/strong><\/p>\n

El mercado chino es relativamente joven. Seg\u00fan COTRI, “el 70 por ciento de todos los viajes internacionales desde la China continental ocurri\u00f3 tan s\u00f3lo durante los \u00faltimos seis a\u00f1os”, algo estrechamente relacionado con el dram\u00e1tico aumento de la riqueza personal en el pa\u00eds y la significativa expansi\u00f3n de la clase media china durante la \u00faltima d\u00e9cada.<\/p>\n

Teniendo en cuenta lo anterior, el mercado chino ofrece muchas posibilidades hacia el futuro. Si bien los viajeros actuales favorecen los viajes de grupo y destinos en el Pac\u00edfico Asi\u00e1tico, los futuros viajeros chinos podr\u00edan estar m\u00e1s dispuestos a explorar por si mismos lugares fuera de Asia, sobre todo en Europa y Am\u00e9rica del Norte.<\/p>\n

A pesar de ello, el viajero chino tiene un conjunto de valores e intereses que probablemente seguir\u00e1n siendo los mismos. El turismo de compras, es y ser\u00e1 una de las preferencias de viaje m\u00e1s populares entre los viajeros chinos. Seg\u00fan el informe de la Universidad de Cornell, “la cultura del dar regalos motiva a los consumidores chinos a destinar una parte sustancial de su presupuesto de viaje en compras.” Debido a esto, los viajeros chinos probablemente continuar\u00e1n favoreciendo experiencias urbanas por encima de los resorts y destinos ubicados en zonas rurales.<\/p>\n

En t\u00e9rminos de servicios, la cultura y la eficiencia del tiempo son las dos variables m\u00e1s importantes para los viajeros chinos. Precisamente por ello, las instalaciones de t\u00e9 y caf\u00e9, internet y wifi, y las \u00e1reas de almacenamiento representan los tres servicios m\u00e1s populares entre los viajeros chinos.<\/p>\n

Sin embargo, las facilidades recreacionales son tambi\u00e9n atractivas para el mercado chino. “Por ejemplo, la cadena Four Seasons Hotels and Resorts ha identificado la importancia que las facilidades recreacionales poseen como punto de diferenciaci\u00f3n competitiva. En particular, las piscinas cubiertas y los tratamientos a la carta en spas que incluyan modalidades chinas, tratamientos para los pies y servicios de sal\u00f3n han sido utilizados para atraer a los viajeros chinos”.<\/p>\n

Por \u00faltimo, es importante tener en cuenta los segmentos de viajes en el mercado chino. Seg\u00fan el informe de la Universidad de Cornell, “las familias con ni\u00f1os peque\u00f1os, las parejas de jubilados, y los solteros representan los sectores que experimentar\u00e1n un mayor crecimiento” hacia el futuro.<\/p>\n

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Aprovechar la oportunidad<\/strong><\/p>\n

Diferentes cadenas hoteleras de todo el mundo ya est\u00e1n sirviendo de manera bastante espec\u00edfica las necesidades del mercado chino. Por ejemplo, el programa Huanying del Hilton incluye personal que habla mandar\u00edn, selecciones de t\u00e9s chinos y teteras, as\u00ed como un rico desayuno que incluye dim sum, arroz frito y fideos.<\/p>\n

Creemos que la industria del spa tambi\u00e9n puede tomar ventaja de las oportunidades de negocio que est\u00e1n creando los turistas chinos. Los spas deb\u00e9n tratar de cubrir las necesidades de estos clientes y tener algo dentro de sus ofertas que se adapte a lo que buscan los viajeros chinos. Teniendo en cuenta la popularidad del turismo de compras que existe entre los viajeros chinos, los spas podr\u00edan ofrecer, por ejemplo, productos de marcas internacionales, masajes deportivos con presi\u00f3n firm y tratamientos faciales para aclarar la piel. Tambi\u00e9n podr\u00edan incluir en sus cartas de tratamientos servicios que gozen de popularidad entre los turistas chinos. Creemos que existen muchas opciones con las cuales los spas pueden atraer a los viajeros de la China. Sacar provecho de esta oportunidad, depende de nosotros.<\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

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