The Chinese FIT visitor- a chat with Jack Lok

Jack Lok’s life story should be a movie. Lok was one of the founders of L&L Travel Enterprises, the largest Chinese Tour company on the East Coast of the U. S. ( now known as Jupiter Legend). He was a subject of one of my first Tourism Pro talk interviews and has gone from being a tour guide as a young man to one of the most influential and informed people in the U.S. Tourism industry. The fact that he is also one of the nicest people you will ever meet, and one of the best storytellers, is what made him my Chinese big brother and mentor.

From Tour operator to full time R.V’r

In 2016 L&L entered into a partnership with CTrip, China’s largest OTA (Online Travel Agency). As a result, Jack ‘retired’ and started to travel across the U.S by RV with some family members. He travels to National Parks, small towns and interesting historic sites. He then creates books that he gives away and sells. Proceeds from the book go to fund a school in China. See, I told you he was a great guy! He asked me to write a testimonial for his second book, which I did gladly. And that is how we found ourselves having coffee last week in a McDonalds here in the Finger Lakes region of NY. He was on his way to Niagara Falls and wanted to give me a signed copy.

 

FIT Trends in the China visitor market.

I wasn’t about to let an opportunity to learn from Jack pass, so I asked him about the trends I was seeing with my clients and his insights.

Traditional FIT visitors

When we think of FIT visitors, we think of those that plan their own adventures and drive themselves through the destinations. Think of your visitors from Western Europe and Australia. Many FIT visitors book through travel agencies that work with receptive operators based in the states. That trend is moving towards FIT visitors booking most of their trips on their own because of all the advances in technology and search. It is getting more challenging tracking FIT visitors both in numbers and understanding what made them make their travel decisions.

Chinese FIT visitors are different.

Jack said that transportation remains the biggest challenge for Chinese FIT visitors to travel in our country outside the gateway cities. Traffic rules are very different in the U.S than in China, and of course, the language barrier and signage is the other obstacle. Trains are non-existent or unreliable in our country so that is not a good option, especially if one wants to see rural areas and National Parks. The Chinese FIT visitor is very dependent on someone else providing transportation. And that has been and will continue to be provided by the Chinese tour operators based here.

The FIT-Group or Hybrid visitor

The Chinese FIT visitor is typically part of a small group. So think of them as a VIP group – one that has flexibility and more time than a traditional bus group, but that has a driver and guide to lead the group. I call them a Hybrid group- some elements of FIT and some characteristics of a group tour customer.  This type of visitor is more adventurous and is looking for unique American experiences so local food and beverages are interesting, as are unique out of the way spots for photos and cool experiences. They are more likely to stay in unique lodging and vacation rentals are an option as well.

How do you find these types of visitors?

Because these visitors depend on tour companies for transportation and guides, the good news is that you should be working with the tour companies that are already bringing groups through your area. When was the last time you reached out to your Chinese tour operator clients?

Are your Chinese visitor numbers down?

I tell my clients that now is the time to get ready to welcome more Chinese visitors, even if the data is showing the number of visitors is down this year. The current situation is only creating a pent up demand for the future, according to Jack. And the destinations that will benefit the most are the ones who are still staying active in this market. That means creating new product, making sure your businesses are ‘China Ready’ and that you continue to keep in touch with the tour companies.

Are you wondering how you can make some progress this year in getting ready for more Chinese visitors?

 

The Department of Commerce says this will be the largest inbound market to the US within a year or so. You have worked in other international markets, but this one is different. Language, business culture and customer preferences make the China tourism market a bit intimidating.

I have the answer for you! The China Sales Misson Program was created with you in mind. There are short videos to watch every week, and a private WeChat group for all of us. Yes, you will become a pro at WeChat, the social media tool that the Chinese use. You will have 1:1 calls with me to make sure your collateral is right for our sales calls. And we will have webinars on WeChat pay, WeChat official accounts and more.

The program concludes with two days of sales calls at the Top Chinese tour companies based in NYC. These tour operators have tours located all over the country so whether you are in the East, Midwest, or South, you will be meeting with the right people.

Are you wondering if this program is for you? Just hit reply to this post with your question and I will follow up. Prefer to talk it over? Then click here and schedule a quick call. Sometimes all your destination needs is some support in this market in order for you to see success. There are only 5 spots left – let me help you and your organization become China Ready in 2020!