Are Small Ship and Expedition Cruise Marketers Ready for Chinese Travelers?

January 16, 2014 Steve Wellmeier

In recent months, mainstream and travel trade journalists issued a flurry of articles about the growth of Chinese outbound tourism.

I find the sheer magnitude of the numbers and the estimates remarkable:

As of year-end 2012, Mainland China was the biggest source of foreign tourists in the world, with 83.2 million Chinese citizens having traveled abroad during the year, a 398% increase over the previous ten years. This number is pegged at 97 million for 2013, with some observers seeing continued annual growth of 15%–20% for the next few years.
Collectively, Chinese travelers will spend roughly $129 billion from mid-2013 to mid-2014 on outbound travel, more than any other nationality, having surpassed both the U.S. and Germany for the first time in 2012.
More than one million Chinese citizens have assets exceeding $1.6 million, with foreign travel generally thought to be an essential part of their spending habits. Of this elite group, 68% spend more than $8,000 while overseas, and 28% spend more than $16,300. Many with less modest incomes, especially in second- and third-tier cities, are also saving for their first visit to the West.
China is on track to become the second largest cruising market after the US by 2017.

What Does This Mean for Small Ship and Expedition Cruising?
I was curious what these trends mean for the small ship and expedition cruise segments of the industry – the area that I know the best – and wanted to learn a bit more. This blog post explores some of the marketing issues involved in tapping into the Chinese market, as well as the many cultural challenges in bringing these travelers aboard small cruise ships.

My Grandfather Invented the Home Computer

December 6, 2013 Steve Wellmeier

My grandfather invented the home computer.

Or so the photo suggests, according to a 1954 article in Popular Mechanics. Hey, I’m a proud grandson!

Trouble is, there was never any such article. So where did this picture of Edward G. Wellmeier and his amazing home computer come from, and more to the point: why am I writing about this, aside from the fact that it makes for a good story?

With all of the recent blogging and discussion about who owns content – i.e. the original writer/creator or the company for whom it was created – sponsored content, promoted content or native advertising versus editorial content and, certainly not least important, the plain old nasty stealing of content, it’s enough to make your head spin. Mine anyway. So I thought I would wade in and write something to try to sort it out for myself, if not for you. And using this story about my grandfather serves my purpose.

But first, and this is directed at my marketing and PR brethren: most of the end-users of all this content that we create, purchase, share or otherwise use to market products or services don’t really care about these issues, nor should they. They are thankfully spared the endless clarifications and arguments back and forth on social media or at US Federal Trade Commission hearings, the jargon and the solipsistic meanderings. I’m confident most consumers can use their own good judgment on whether content – however it’s labeled – has any value for them in making a buying decision.

I’ll come back to this later in the post, and welcome your comments. Now, what about that home computer as envisioned in 1954, and my grandfather’s role?

The Rise of Mobile Booking in Travel: Halfway to Never

November 20, 2013 Steve Wellmeier

HotelTonight booking app on an iPhone Photo: Skift / Placeit by Breezi — HotelTonight booking app on an iPhone Photo: Skift / Placeit by Breezi

Never say never, as the expression goes.

But a comment on Twitter earlier this week piqued my interest in the viability of mobile booking in the travel industry. It also led me to read the latest Skift Trends Report: The Rise of Mobile Booking in Travel.

The tweet was made regarding a November 17 blog posting, Five Travel Marketing Trends for 2014, on Social Media Today, and noted: “Due to the increase of mobile use, travel companies should create apps that make it easier to book ‘on the go.’”

That’s a big should, I thought, and “travel companies” is a broad category to be making general statements about. Curious, I tweeted in reply: “But are booking apps appropriate for complex tour or cruise products with long research cycles?” The response to my question came quickly, “I’d say yes. It’s important to keep in mind that the modern tourist is mobile and well traveled.”