EXPLORE MARKETING - International Tourism Strategy Development and Trade Representation Services for Travel Experiences & Destinations across the USA

© 2019 by Explore Marketing LLC. 

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Explore Marketing Update - Issue 15


Understanding China

In celebration of the Lunar New Year, this month we will focus on the topic of working with China, one of the top source markets for most hospitality and travel trade suppliers in gateway and second-tier destinations across the USA. Just like most international markets, Chinese travelers also have very unique characteristics, attitude and travel requirements that require the attention of suppliers in order to show respect, cultural sensitivity, and ensure a positive guest experience along with positive word-of-mouth marketing.

Whilst providing a hot water kettle, tea, and slippers in bedrooms, having menus, signage and collateral translated in Chinese are appreciated, being culturally sensitive is more than just that. We need to also understand their travel behavior and persona, what attracts, triggers, and influences their decision-making process, and where they turn to for information and inspiration. Based on this information, we can then adjust our messaging and products to meet these expectations and select the most appropriate tools to reach them.

Although Chinese consumers still prefer to travel on package tours to long-haul destinations, mainly due to language barriers, more travelers, especially millennials, are opting to travel as FITs. According to the Jing Travel / Carat report “Where next? What’s influencing Chinese millennial travelers”, Chinese millennials can be segmented into three key groups – Adventurous Influencers, Followers of Fashion, and the Culturally Curious with over 55 per cent of them from First-tier cities and the remaining are based in Second and Third-tier cities. Most of them are digitally-savvy, highly engaged on popular Chinese social media platforms such as WeChat, Weibo, Meipai and Youku, and look to Key Opinion Leaders (KOLs) as role models. To learn more about ways to work effectively in this market, email Stefan Merkl.

We wish you a Happy and Prosperous New Year and thank you for your support.

感谢您这一年的支持。我们祝您新年快乐。恭喜发财!


Chinese Collateral On TourOperatorLand.com

TourOperatorLand.com has introduced a new section on the destination portal called “China Ready” for destinations to upload translated Chinese collateral and information such as itineraries, hotels, maps, and attractions. This option enables Chinese tour operators to access this in-language information more easily. For more information, go to touroperatorland.com.


Spring Loaded 2018 in Tahoe South

Spring is peeking from around the corner and for two weeks from March 16 – April 1, Spring Loaded will take place in Tahoe South. Bringing together the best of spring and winter with live music, loud outfits, restaurant and accommodation deals, guests can enjoy. Guests can participate in St. Paddy’s Snowshoes Races, treasure hunt, happy hour specials and much more. For news on Tahoe South, click here.


Coming Soon: The Flyer – San Francisco

Construction for the new The Flyer – San Francisco, the world’s first 3D flying theater is well underway. Scheduled to open at the start of the summer season, The Flyer – San Francisco takes guests on a thrilling aerial journey from a bird’s eye perspective: soaring above San Francisco's stunning skyline, over iconic landmarks and sights, such as the majestic Golden Gate Bridge, San Francisco Bay and Alcatraz Island; zipping through the majestic redwood forests; and plunging down from Coit Tower into the lively streets of San Francisco, as well as down some of San Francisco’s steepest and crookedest streets. Motion ranges from mellow to intense including pitch and dive which greatly enhances the storytelling and experience. This promises to be a wild ride, yet a safe adventure for all ages. To secure spaces for your groups, email Clayton Hill.


Leisure Pass Group Product Changes

The Leisure Pass Group, the world’s leading pass company, will be adding more activities and attractions to its destination passes across North America beginning April 1, 2018, making them even more attractive and cost-effective for guests looking to save on admission tickets. The New York City Explorer Pass and New York Pass now includes entry to the new NFL Experience, Time Square, history lovers visiting Philadelphia can explore the recently-opened Museum of the American Revolution, and families now have the choice to visit either Legoland or the San Diego Zoo, and much more. Be sure to take note of all new destinations offered and product changes made. Delivered instantly via email as a digital pass along with a digital guidebook and map in multiple languages, travelers can load the passes directly onto the Leisure Pass Group mobile app. Alternatively, they can print the PDF pass or present it right on their mobile device for free entry into each attraction. This global distribution of passes via email allows tour operators to purchase directly at any time and eliminates inventory management requirements. Instant, real-time and reliable delivery. Be sure to take note of all new destinations offered and product changes made. For a full list, click here.


Unlimited Biking In New York City

Unlimited Biking in New York City offers adult, child, and tandem Cannondale bikes for rent at affordable prices in New York City. Users can easily reserve a bike in advance via the website or app, and pick-up from any one of Unlimited Biking’s seven convenient locations with Central Park Sightseeing, Brooklyn Bridge Sightseeing, Harlem Sightseeing and Hudson River Sightseeing. All rentals include a Cannondale bike and other necessary equipment such as a helmet, color coded map, basket and bike lock. Baby seats and children’s trailers are also available for families exploring together. Guests can choose from one-time daily bike rentals or sign-up for a monthly / annual subscription for unlimited access to a bike every day. Additionally, Unlimited Biking also offers guided bike tours in English, French and Spanish of Central Park, New York City, Brooklyn Bridge and lower Manhattan, and Harlem.


Red and White Fleet's New Fuel-Efficient Vessel

Scheduled for completion in Summer 2018, Enhyrdra will become the newest and largest member of the San Francisco-based sightseeing cruise operator, Red and White Fleet. The Enhyrdra will be the first 600-passenger lithium-ion battery hybrid vessel operating in the U.S. and one that is 20% more fuel- efficient than its conventional diesel engine propulsion systems. In addition to that, it also reduce greenhouse gas emission by 60% as well as reductions in Particulate Matter (PM) and Oxides of Nitrogen (NOx). Featuring three decks, including two panoramic outdoor decks, passengers will be able to take in spectacular views of the San Francisco Bay and the cityscape from the silence of its electric engines. The Red and White Fleet plans to use this vessel for its regularly scheduled public cruises, including daytime bay cruises, sunset cruises, and private charters. All guests will have the opportunity to ride on board this vessel. For the 2018 sailing schedule, click here.


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