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Dr Grace Pan is to lead the new travel and leisure unit |
CHINA. Global research specialist ACNielsen has established a new leisure and travel research division to track and analyse the travel and spending behaviour of Chinese consumers.
The new division, led by Shanghai-based Dr Grace Pan, is aimed at enabling travel retailers to maximise business opportunities in inbound and outbound travel.
ACNielsen China Executive Director Rene Bos said: “The establishment of ACNielsen’s Leisure and Travel Industry Practice Group is aimed at helping domestic and global travel operators uncover business opportunities in both inbound and outbound travel, via a full range of marketing and consumer research for companies making forays into the China market.”
According to figures from the China National Tourism Administration and World Tourism Organisation, China is the fourth inbound tourist destination in the world, receiving more than 46.8 million international travellers.
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ACNielsen China Executive Director Rene Bos: “The establishment of ACNielsen’s Leisure and Travel Industry Practice Group is aimed at helping domestic and global travel operators uncover business opportunities in both inbound and outbound travel.” Photo by Salina Christmas |
By the latest estimate, China’s total tourism revenue will reach RMB1.27 trillion, and outbound tourism is estimated to grow by +10% annually to 50 million travellers in the coming four years.
“Travel and leisure operators need to get into the minds of these 1.3 billion Chinese consumers – especially the emerging middle class in major cities, who are quickly adapting to a modern lifestyle and becoming more and more mobile. They are set to capture the opportunities presented by this dynamic sector,” said Bos.
China’s rising middle class has also spurred the growth of sports and entertainment industries. With comparatively higher income and an eye on lifestyle, they are also the main force behind the booming luxury goods market.
Bos added: “As more businesses are lured by China’s travel, leisure and luxury goods market, demand for market and consumer research has also been increasing. Clients have expressed needs for robust insights into the changing behaviour and perceptions of the Chinese consumers, in order to fully leverage the growth opportunities.”
Before joining ACNielsen Dr Pan had nine years’ experience in China outbound travel research, leading major projects in conjunction with various business partners. The projects included the Sino-Australian travel trade, Chinese incentive travel to Australia, and Chinese consumers’ travel intentions to overseas destinations.
About ACNielsen: ACNielsen, a VNU business, is a major marketing information provider. Offering services in more than 100 markets, the unit measures and analyses marketplace dynamics and consumer attitudes and behaviour. Visit www.acnielsen.com.cn.
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