Opportunity Analysis

Industry: Tourism

The European Tour Operator's Association, the industry regulator and largest tour operator association in Europe needed to accurately understand Europe's potential to capitalize on the growing outbound tourist market in China in order to guide sales and marketing investment in the region.

Our approach:

• Spend time fully understanding the client's requirements and desired output
• 40 interviews with senior managers at China's 10 largest travel agencies
• 200 interviews with tourists in Beijing, Shanghai and Guangzhou
• Focus group with Shanghai based international tour guides

Results:

• Final report outlined strategies for European tour operators to win business from China.
• Full briefing on the motivations and aspirations of Chinese visitors to Europe based on actual experience as well as perceptions of the travel experience. The report was delivered to all ETOA member companies.

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