BEIJING—GolinHarris has launched a travel practice as part of its Greater China region business. The practice will be led by Nikki Lin, director of the Beijing office.
“As more and more Chinese travel abroad and as China moves up as one of the most important travel destinations globally, there is a clear trend for increasing travel-related businesses. Communications supporting those businesses will become more important than ever before,” says Lin.
GolinHarris says Chinese consumers from different regions approach travel in different ways. Mainland Chinese enjoy group travel, while those from Hong Kong are independent travelers and Taiwanese look to travel farther and farther away from home. From streamlined passport application processes to an expanding payment network abroad, mainland Chinese are enjoying an opportunity to travel to more locations than were possible just a few years ago. Additionally, the Greater China region is increasingly appealing as an international destination.
Lin emphasizes the importance of communicators understanding the needs of these different audiences. “Many people outside of China make the mistake of assuming that there is one Chinese traveler. The differences across geography and choice of travel are wide and diverse. These values and nuances must be understood when targeting these different consumers.”