Join Tourism WA’sCtrip Campaign

SHOWCASE YOUR BUSINESS IN CHINA

CAMPAIGN OVERVIEWTourism WA (TWA) in partnership with Ctrip invites you to participate in TWA’s latest digital campaign with one of the world’s largest online travel business, Ctrip, to promote Western Australia as a holiday destination to Chinese tourists.

China is WA’s largest inbound market for visitor expenditure and 6th largest in visitor arrivals. For the year ending September 2017, WA attracted 57,000 Chinese visitors who generated over $272 million in visitor expenditure to the WA economy.

The objectives of this campaign are:

1. To increase destination awareness of WA’s products and stimulate travel demand to key WA regions amongst FIT travellers in China.

2. To encourage and assist WA industry operators to work in conjunction with key distribution partners in China to promote their products and experiences on Ctrip.

3. To leverage partnership opportunities available through Ctrip in order to drive overnight bookings to WA industry operators.

4. To support and generate ticket sales to Perth on China Southern Airlines.

TARGET AUDIENCE• Free Independent Travellers (FITs) from first tier cities in China (Guangzhou, Beijing,

Shanghai) and second tier cities (Hangzhou, Nanjing, Chengdu, Chonqqing, Shenzhen, Qingdao, Changsha).

• �Affluent�couples between 30 to 49 years of age and who travel overseas at least once or twice a year, and have had long-haul travel experiences in the past two years.

• Repeat visitors to Australia and potential first time travellers to Australia.

• �Adventure�seekers, younger generation travellers who seek unique and authentic Australian experiences.

WHY CTRIP AND HOW DOES IT WORK?Ctrip is the second largest online travel business in the world with 18 branch offices and over 30,000 employees globally. It currently boasts 300 million members with 70% of bookings originating from mobile apps. Ctrip is a clear leader in all key travel platforms in China with a 65.2% online travel market share.

Partnering with Ctrip will enable TWA to access Ctrip’s big data technology, showcase the destination to its large database of members, and reach WA’s target audience to drive bookings to WA tourism operators.

This is a targeted campaign consisting of a dedicated WA landing page on Ctrip, website banners on Ctrip’s App, social media promotion and Key Opinion Leader ( KOL) advocacy. A wide range of WA product offers including tours, accommodation and China Southern Airlines hot deals will be featured prominently on Ctrip to encourage bookings. The campaign will run from 28 December 2017 to 30 June 2018 with travel period from January to September 2018.

ONLINE TRAVEL MARKET SHARE IN CHINA

65.2%

12.5%

6.5%

5.1%

3.1%2.4%

1.0%0.9%

13.3%Others

11 00000

OPPORTUNITY FOR WA OPERATORSTWA is pleased to offer an opportunity to all tourism operators to participate and be featured in this campaign. In order to be effective, businesses should ideally:

1.� �Be�currently�active�in�China�or are actively considering entering the market.

2.� �Have�bookable�and�commissionable�products.

3.� �Have�the�capability to service Chinese consumers once they are in destination.

HOW TO GET INVOLVED?

CATEGORY 1: TOURISM OPERATORS (TOURS, ATTRACTIONS, RESTAURANTS) The following process applies to all tourism operators other than accommodation operators.

1. To express an interest in participating in this campaign, you can choose to either list directly with Ctrip, or work with Fashion Tour.

Please note: In order to list directly with Ctrip, it is strongly advised that your business should be capable of using and managing Ctrip’s supplier system which is in Mandarin and capable of translating product information into Mandarin prior to listing. Should this not be possible, we recommend that you work with Fashion Tour to get your product listed on Ctrip.

2. Once an email is received by Ctrip or Fashion Tour, they will respond to tourism operators directly to advise next steps including all information required to be listed on Ctrip.

3.� �Tourism�operators�will�need�to�negotiate�directly with either Ctrip or Fashion Tour to come to a mutual commercial agreement (nett rate, booking and payment method, contract).

4. Once a contract is signed between the tourism operator and the provider (Ctrip or Fashion Tour), the tourism product will be listed on Ctrip and featured as part of TWA’s Ctrip Campaign.

WHY WORK WITH A DISTRIBUTION PARTNER (FASHION TOUR)?

1. Acts as the rate and contract consolidator (Wholesaler for Online Travel Platforms).

2. Free translation services for product listings.

3.� �Ability�to�access the distributor’s comprehensive distribution network in market.

WHY FASHION TOUR?

Fashion Tour is one of the fastest growing inbound travel agents and the largest free and independent traveller (FIT) agent working with more than 60 overseas travel agents (OTA) in Greater China. Fashion tour primarily services markets in East Asia including mainland China, Taiwan, Hong Kong and Korea.

Using its expertise, network, knowledge in tourism and competitive pricing, Fashion Tour provides a comprehensive sales and marketing platform for tour operators.

Fashion Tour has been selected by Ctrip and nominated as the preferred third party operator by TWA due to its strong ongoing partnership with Ctrip. Fashion Tour is currently Ctrip’s top third party supplier in terms of volume for Australian products based on bookings.

CATEGORY 2: ACCOMMODATIONThe following process applies to all accommodation operators:

1.� �If�your�property�is�currently�listed� on�Ctrip, your accommodation listing will automatically be featured in the campaign and no further action is required.

2.� �If�your�property�is�not�currently�listed�on�Ctrip, please contact Ctrip directly to get your property listed.

If you are unsure whether your property is currently listed on Ctrip please contact: Shelly�Zhu shelly.zhu@westernaustralia.com

COST TO PARTICIPATEThere is no direct cost to have your products or property featured on TWA’s Ctrip campaign. However, there will be costs associated with listing your business through Ctrip or Fashion Tour.

CAMPAIGN TIMELINE

FRIDAY 15 DECEMBERTWA Ctrip Campaign industry prospectus

available to WA industry operators.

THURSDAY 28 DECEMBERTWA Ctrip campaign goes

live in China.

SATURDAY 30 JUNE 2018TWA Ctrip campaign ends.

CONTACT INFORMATIONTo confirm your participation and bookings, please contact either Ctrip directly (tours and accommodation) or Fashion Tour (tours and experiences).

FOR CAMPAIGN ENQUIRIES, PLEASE CONTACT:

Ms Rei Seah Market Manager China, Indonesia & Emerging Markets

E: Rei.Seah@westernaustralia.com T: +61 8 9262 1832 M:+61 8 438 247 340

ACCOMMODATION PROVIDERS, PLEASE CONTACT:

Ctrip Lucy Liu Destination Marketing Department

E: liumq@ctrip.com T: (86 21) 34064880 ext 17618

FASHION TOUR (FOR TOUR OPERATORS):

Don�Chiu T: 07 3012 7373 E: don@fashiontour.com.au W: www.fashiontour.com.au

TOUR OPERATORS WISHING TO WORK DIRECTLY WITH CTRIP, PLEASE CONTACT:

Jenny�Zhou� Ms Jenny Zhou BU Activities Business Unit

E: z_yinga@Ctrip.com T: (86 21) 3406 4880 ext. 16004