Tourism Pro Talks- Alicia Chuan of East West Marketing and Brian Chuan of South Coast Plaza

One of the best parts of being in the Tourism industry for many years is the people I meet. Our industry has an endless list of talented, hardworking, fun-loving and creative professionals. I decided to interview my friends and give you a peek into their lives and careers. Feel free to ask questions in the comments section, and I will follow-up with the guest interviewed. This week we hear from my friends Alicia and Brian Chuan. I travel with them to China every year and they are hard working, fun and well known in the China market.

1. Tell us a bit about how you got started in the tourism industry.

   Brian Chuan– My career in the tourism industry began during my college years and I started as a delivery person for wholesale air tickets at Lion Tours. I was fascinated with the industry and eventually transferred to the tour operations department where I managed inbound tour groups and hotel contracting. After building on a solid foundation as a travel buyer with Mr. Daniel Shen as my mentor, I transitioned to the supplier side and worked for hotels, attraction and shopping destinations.  Alicia Chuan– I started my career in the tourism industry at Lion Tours through Brian, who introduced me to Daniel. Since then, I have worked in a diverse array of tourism segments, including hotel (Marriott), retail (DFS), attraction (SeaWorld), tour operator (Tour America) and my current role with East West Marketing.

   

2. What is your current job and what are your primary responsibilities?

   BC-As the Senior Director of International and Domestic Markets at South Coast Plaza, my primary responsibility is to build strategic relationships and market South Coast Plaza as the premier shopping destination. Scope of work includes advertising, government and civic relations, PR & social media, travel trade, events and local partnerships.  AC- I’m currently the Marketing Director in the Los Angeles office for East West Marketing. My primary responsibility is to liaise with US tourism suppliers to assist them with their China marketing needs by working with our team based in China, as well as assist to produce our annual sales mission trip to China and Asia.

3. What are some of the changes you have seen since you began your career?

   BC- I have been a part of the tourism industry during the past 27 years. During that time, I have seen many significant shifts and changes from the rise of the Japanese inbound market to the devastating 9/11 tragedy, from the market crash/recession at the end of 2008 to the current growth of the China market, and from the “America is on sale” era to the strong US dollar rate that we see today. AC- One of the biggest changes in recent years and the reason of how I joined EWM is the proliferation of the China market growth. We have been organizing the annual sales mission for over 20 years when it started with just a few attendees. Compared to last year, when we had over 30 companies that participated in our sales mission, it shows the amazing growth and overwhelming interest in this market.

4. What tourism trends are you seeing that will impact your job and how you work in the next 2 years?

   BC- As I’m in retail tourism, the constant evolution and development of e-commerce and how people may alter their shopping habits globally will impact my outlook, as well as the advancement of mobile payment acceptance, which directly affects how people transact when shopping. Along with changes, however, are always opportunities to improve your work.  AC- Since we work extensively between the US and China tourism markets, there will be many factors that can impact the trend such as political influence, currency exchange rates, visa approval process, country economy and airlift, many of which are beyond immediate market control.

5. It’s vacation time – where do you go?

   BC- Definitely somewhere tropical and exotic that I have not yet been like Tahiti, Maldives or Fiji… a true getaway with my wife, Alicia. AC- I would love to go back to Greece and explore more islands. Brian and I went there for our 20^th anniversary and had a wonderful time and we definitely would love to revisit. I would also like to have a family vacation with our kids to Australia.

6. What is your favorite app and tell us a bit about it.

   BC- Partially used because of my job but it is fascinating because it’s a super app that includes messaging, social media, payment, gaming, news and full lifestyle integration: WeChat AC- Facebook is my go-to as my main social media app. I stay connected with my friends and I also run my newly launched business with Lularoe using Facebook Live and business pages. I’m learning a lot and enjoy the new applications.

7. What is your favorite tradeshow and why?

   BC- One of my favorite tradeshows is actually the sales mission organized by East West Marketing. Not only because this show is perfectly arranged by Daniel (mentor), Alicia (wife) and their exceptional China team, I consistently build great networks and get results in growing the China market. AC- Notwithstanding my affiliation with East West Marketing, my favorite show is our own annual China sales mission. Daniel and our China team really plan a phenomenal program. The show brings together the US travel suppliers to the China travel trade and media in various cities. It has been very effective and fun for all!

8. What advice do you have for someone just getting started in the tourism industry?

   BC- Find a mentor and learn from their experiences. This industry is built on the partnerships and relationships in a multi-layered network from the city level to regional, state, national and international platforms. AC- It is an extremely friendly and fun industry but of course it can be challenging as well. Attend key events and make new friends. Share best practices and ideas and build your resources through partnerships.