Talk about turning a negative into a positive. China’s biggest stumbling-block for tourists – the fact that English isn’t widely spoken and that Chinese uses a different alphabet – can actually be the country’s most generous gift to UK travel agents.
“It would be very difficult to travel around China on your own,” says Karen Allen. The retail manager of Aspen Travel regularly sells trips to the destination, and visited the country herself a couple of years ago.
“Understanding people and making yourself understood is quite a challenge. You can’t even read the road signs,” she says.
However, these potential headaches can throw customers right into your lap. They need guidance, reassurance and expertise, both from ground staff and guides in China, but also beforehand, from the agent who helps them to book the right trip.
And because most will be booking an escorted tour or a tailor-made holiday, the internet alone won’t cut it – they’ll want face or phone time before they book. Travel Weekly asked Karen to pass on her top selling tips to help you maximise your sales to China.
Sights galore
A few communication challenges aside, it’s not hard to see why China’s appeal is growing. “There are endless sightseeing opportunities, from historic sights to diverse landscapes,” Karen says.
“There are mountains, deserts, wilderness, and man-made beauty too, from temples and gardens to the Great Wall itself. The feedback has been brilliant – everyone who has gone has liked it.”
The 2008 Olympic Games pushed China to the front of public consciousness, inspiring those fascinated by the brief snapshot of a culture they saw on TV to go and see for themselves.
“An increasing number of flights from regional airports has made access much easier and a visit more appealing,” Karen adds. “They can fly with Emirates via Dubai from Gatwick, Newcastle or Manchester, and now with KLM from Cardiff and Bristol too.”
“Clients will need at least two or three weeks for their visit – it’s a huge country. Like Australia, customers often underestimate how long travelling around will take. They think they can pop to Kashgar, a town in the far north-west, on the Silk Road. It takes a whole day to get there from Beijing – and that’s by air.”
“First-timers tend to go for Beijing, Shanghai and Xi’an, but there are so many other options. More adventurous travellers can follow the Silk Route or go overland to Tibet. But the contrasts mean clients’ expectations need to be managed.
In cosmopolitan cities like Shanghai, Hong Kong, Beijing and Xi’an they can stay in the lap of luxury. In more remote areas, five-star may not be available.”
Tours or tailor-made
“A typical client looking to go to China would be 55-plus, with children at university,” says Karen.
“They tend to be cultured – a similar type of clientele who might choose to visit India, for instance.
“China isn’t necessarily a destination you could cross-sell – most of the time clients know they want to go. They’ll have a sight in mind, like the Great Wall, which they really want to see.
“The majority of my sales to China are escorted tours; try operators such as Wendy Wu Tours, Titan HiTours, Collette Worldwide or Page & Moy. Clients are met at the airport and the support continues from there.
But it’s not just about feeling safe – my customers tend to want to get a full knowledge of the destination and the constant presence of the tour leader means there’s always someone to answer questions. Escorted tours often include everything, down to meals and entrance fees, so clients know what the cost is in advance.
“For those who don’t like being part of a group, operators such as Wendy Wu, Cox & Kings and Abercrombie & Kent can tailor-make trips.
“Some of China’s sights, such as the pandas and the Terracotta Army, appeal to families, but not all escorted tour operators take kids. Wendy Wu accepts over-12s, but you also have to think whether the itinerary and the atmosphere will suit small children. A private tour might well suit a family better.
“Clients often like to add on time in Shanghai or Hong Kong as a city break, or you could suggest beach time on Hainan Island or a hop to Bangkok or Macau.”
Gain knowledge
Karen says the best way to increase your knowledge of China is to work with specialist operators.
“An operator such as Wendy Wu can be really helpful. The Chinese Tourist Board is newly established in the UK and can provide maps and DVDs, but they aren’t very proactive,” she says.
“Look out for fam trips from the tourist board and operators. It really helps to have visited – clients can feel your enthusiasm.
“I went with Wendy Wu in 2008, in the run-up to the Olympic Games – it was amazing. When I got back I wrote blog posts about all my experiences for our website and posted up my pictures. People read about my trip and emailed straight in with requests. It’s not enough just to learn: you need to promote your expertise too.”
Karen suggests that this year’s Expo in Shanghai could boost interest in China just as the 2008 Beijing Olympics did.
Karen has been in the travel industry for 26 years and is retail manager at Aspen Travel in Manchester. She’s been selling escorted tours of China intensively for the past two and a half years as demand has blossomed.
