7. Priyanka Gargav,
Regional Manager
Asia,
TripAdvisor
Wang Chunfeng,
Vice President,
Beijing U-Tour
International
Travel Service,
China
Chris Lee,
PATA UK Chapter
Chairman,
Managing Director,
LTC
Joe Nguyen,
Senior VP - APAC,
ComScore Inc.

9. © comScore, Inc. Proprietary.
Key Trends In Digital & Travel
PATA Industry Council Meeting – 28 April 2013
Joe Nguyen, Senior Vice President, APAC | jnguyen@comscore.om

10. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
The State of the Internet
Where does APAC rank with the rest of the world…

11. © comScore, Inc. Proprietary. 11
66%
13%
34%
87%
1996 2012
Outside US
Distribution of Worldwide Internet Audience
The US is no Longer the Centre of the Online Universe
Source: comScore MMX, December 2012, Worldwide 15+,
Asia
Pacific
42%
Europe
27%
North
America
14%
Middle
East - Africa
9%
Latin
America
8%
Outside US

12. © comScore, Inc. Proprietary. 12Source: comScore MMX, December 2012, Worldwide 15+,
Time Spent and Growth Across Regions
US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World
42.8
26.9
22.7
18.9 18.2
North America Europe Latin America Asia Pacific Middle East - Africa
HoursperVisitor
596
382
127
211
129
637
408
135
215
131
Asia Pacific Europe Middle East -
Africa
North America Latin America
UniqueVisitors(MM)
Dec-11
Dec-12
+7%
+7%
+6%
+2%
+1%

13. © comScore, Inc. Proprietary. 13Source: comScore MMX, April 2013, 15+
Online Audience Across APAC
Dominated by China, Japan and India
339,689
73,040
71,344
15,593
14,117
13,297
11,702
11,640
9,322
7,197
4,552
3,353
2,857
TotalUniqueVisitors(000)

14. © comScore, Inc. Proprietary. 14Source: comScore MMX, April 2013, 15+
Online Audience Across APAC
Led by Vietnam outside of the top 3, developing markets have room to grow
15,593
14,117
13,297
11,702
11,640
9,322
7,197
4,552
3,353
2,857
TotalUniqueVisitors(000)

15. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Online Travel Sector
OTAs, Hotels, and Airlines across APAC

16. © comScore, Inc. Proprietary.
Asia Pacific Travelers Continue To Come Online
comScore Media Metrix –Media Trend: Asia Pacific

17. © comScore, Inc. Proprietary.
Chinese Travelers Make Up The Bulk Of The Increase
comScore Media Metrix –Media Trend: China

18. © comScore, Inc. Proprietary.
In India, Online Travel Agents Rule
comScore Media Metrix –Media Trend: India

19. © comScore, Inc. Proprietary.
Japan’s Travel Market Matures
comScore Media Metrix –Media Trend: Japan

20. © comScore, Inc. Proprietary.
Southeast Asia Is Also Steady
comScore Media Metrix –Media Trend: Southeast Asia
Holiday Planning

21. © comScore, Inc. Proprietary.
OTAs Continue To Be Strong In Europe

22. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Digital Consumption
Multi-Device Usage is becoming more and more prevalent across the globe

23. © comScore, Inc. Proprietary. 23
Digital Consumption Used to be Simple…
PC/Mac

24. © comScore, Inc. Proprietary. 24
… not anymore
Today, new platforms are being adopted at increasingly higher rates
Tablet PC/Mac TV Smartphone

25. © comScore, Inc. Proprietary.
Tablets in the U.S. reached 40MM owners in Two years
Smartphones took Ten Years to Reach that Same Level
Source: comScore MobiLens & TabLens U.S
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
DeviceOwners
40 MILLION
100 MILLION

26. © comScore, Inc. Proprietary.
11.5%
9.5%
8.2%
7.7%
7.1%
6.5%
5.2%
5.1%
2.8%
1.5%
Singapore
UK
U.S.
Australia
Japan
Canada
Spain
India
France
Brazil
Non-Computer Traffic for Selected Markets
Mobile Tablet Other
Mobile & Tablet Devices Shifting How Users Connect Across the Globe
Source: comScore Device Essentials, Dec-2011

27. © comScore, Inc. Proprietary.
9.55%
6.74% 6.69%
6.15%
6.13%
4.66%
0.24%
0.28%
0.43%
15.9%
13.1% 11.8%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Singapore Thailand Australia
Non-Computer Share of Traffic
Source: comScore Device Essentials, June 2012
Other
Tablet
Mobile
Between 2011 and Mid-2012, Asians Embraced Devices
= non-computer total
Source: comScore Device Essentials TM – International Data June 2012

28. © comScore, Inc. Proprietary. 28
Everyday..
CONTENT is
consumed
across multiple
DEVICES
by the same
PERSON
Smartphones
rule our
mornings
Tablets
PCs
rule our
evenings
rule our
days
One Day

29. © comScore, Inc. Proprietary.
An Average Monday in the UK: PCs for Lunch, Tablets for Dinner

30. © comScore, Inc. Proprietary. 30
ShareofDevicePageTrafficonaTypicalWorkday
Mobiles brighten
the commute
Source: comScore Device Essentials, January 2013, Singapore
Singapore: Mobile Jolt In The AM, Tablet Binge Late Night
Tablets popular
at night
PCs dominate
working hours

31. © comScore, Inc. Proprietary.
Key Trends In Digital & Travel
PATA Industry Council Meeting – 28 April 2013
Joe Nguyen, Senior Vice President, APAC | jnguyen@comscore.om

33. World’s largest travel site
The New E-Market
How to win the ever connected travel consumer
Bangkok, April 23, 2013

34. By TripAdvisor user JakubLarysz, Jan 2013
We help people plan and
have the perfect trip.
“Difficult but very nice!”
Reviewed January 23, 2013
7 people found this review helpful
It takes 5 hours to reach Troll’s tongue (Trolltunga). But the view and
place is really nice. If you are comfortable with hiking just take a lunchbox
and go there! :)

35. More than 100 million travel reviews and opinions
from travelers around the world:
259,000+
attractions
680,000+
hotels
1,100,000+
restaurants
116,000+
destinations
14,000,000+
candid photos

36. The travel cycle

37. Inspiration > Planning > Travel > Review
I Plan &Book

38. Source: travel.nationalgeographic.com
Mobile is changing the game-
I Dream

39. Inspiration > Planning > Travel > Review
21languages
31Mapp
downloads
80City Guide
cities
45M*monthly
uniques
* Average monthly unique users on mobile devices for Q4 2012, according to TripAdvisor log files

40. 72% of travellers worldwide say the ability to
book via mobile devices is useful
The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec. 2012 – Jan. 2013. A total of 35,042 people participated in the online survey from 26 countries spanning 7
regions. The sample is made up of 15,595 consumers and 19,447 businesses, making it the world’s largest combined accommodation and traveler survey.

41. I’m ThereI’m There

43. Inspiration > Planning > Travel > Review
I’m Back

44. Inspiration > Planning > Travel > Review
Think of the travel cycle

45. THANK YOU

47. Understanding China Outbound Travel
From UTour’s Perspective
Presented by Dr. Wang Chunfeng, VP-Development
Beijing UTour International Travel Service Co. Ltd., China
28 April, 2013 Bangkok

48. Outbound Market Updates1
Performance of Travel Services2
Suggestions for Tapping into the Market3

49. 49
… …
…
…
Outbound Market Updates
1

50. 50
POSITIVE FACTORS
…
…
…
…
…
More Leisure Time
VISA Relaxation
Rapid GDP Growth
Expanded Union
Pay System
Convenient
Transportation
More Disposable
Income
Stronger RMB
China Outbound Travel has maintained a rapid and steady growth for
the last decade due to many positive influencial factors, which has been
attracting the world’s attention.
Positive Factors for the Growth

51.  “Outlines of the Chinese Citizens Travel Initiatives
2013-2030” emphasizing the importance of travel as an
avenue to enhance both the nation’s economy as well
as individuals’ quality of life.
The new Chinese President Xi Jinping even predicted
that 400million Chinese will travel abroad in the next 5
years.
 “Tourism Law” enacted by Chinese government on
25th April, 2013 will guarantee the healthy progress of
the travel and tourism industry.
Favored Policy and Situation

52. Source: China National Tourism Administration

53. Source: State Administration of Foreign Exchange
Outbound Travel Expenditures
(in billion US$)
In 2012, China spent USD102 billion in outbound
tourism, overtaking Germany and USA, the two largest
spenders in 2011 to the top list

54. First Stop
Departures
(in millions)
1 Hong Kong
SAR
34.96
2 Macau SAR 21.50
3 Korea (ROK) 3.00
4 Chinese Taipei 2.63
5 Thailand 2.24
6 Japan 1.96
7 Cambodia 1.85
8 USA 1.72
9 Malaysia 1.37
10 Vietnam 1.34
Destination
Arrivals
(in millions)
1 Hong Kong SAR 34.91
2 Macau SAR 16.90
3 Korea (ROK) 2.83
4 Thailand 2.79
5 Chinese Taipei 2.59
6 Malaysia 1.56
7 Singapore 1.52
8 Japan 1.43
9 Vietnam 1.429
10 USA 1.38
PATA Stats:
Top 10 Arrivals from
China 2012
CNTA Stats:
Top 10 First-Stop
Destinations 2012
Source: China National Tourism Administration Source: PATA

55. 55
… …
…
…
Performance of Travel Services
2

56. Travel Services Scale in China
Source: China National Tourism Administration

57. Source: China National Tourism Administration
Business Handled by Travel Services (1)

58. Source: China National Tourism Administration
First Stop
Departures
(in million)
1 Hong Kong SAR 6.28
2 Macau SAR 3.28
3 Chinese Taipei 2.76
4 Thailand 2.70
5 Korea (ROK) 2.25
6 Singapore 1.36
7 Japan 1.16
8 Malaysia 1.11
9 Vietnam 0.64
10 France 0.63
Top 10 First Stop
Destinations
Destination Market Share (%)
1 Asia 82
2 Europe 11
3 Oceania 3
4 America 2.6
5 Africa 0.8
6 Other 0.6
Destination and
Market Share
Business Handled by Travel Services (2)

59. 黑龙江
吉林
内蒙古
新疆
宁夏
山西
河北
甘肃
山东
n
浙江
福建
云南
四川
贵州
湖南
江西
安徽
河南
湖北
海南
西藏
青海
台湾
陕西
辽宁
重庆
江苏
2012 2011
1 Guangdong 1 Guangdong
2 Beijing 2 Beijing
3 Zhejiang 3 Zhejiang
4 Shanghai 4 Shanghai
5 Shandong 5 Liaoning
6 Jiangsu 6 Shandong
7 Hubei 7 Jiangsu
8 Fujian 8 Sichuan
9 Sichuan 9 Hunan
10 Liaoning 10 Fujian
Top 10 Source Markets 2011-2012
Business handled by Travel Services
Source: China National Tourism Administration

60. Options for Tapping Into the Market
3

61. Cooperation Among Players
There are many differences between businesses in source
markets and in destinations. Cooperation and mutual benefit
are the operating principles for most of travel services.
Charter Tours Created by
UTour and AirlinesCruise Tours Created by UTour
and Cruise Companies

62. Travel Wholesalers
Travel Agents
Travel Retailers
Tour Operators
Types of China Travel Services

63. Development of Wholesalers and Retailers
Forward / Downward
Wholesale
The Integration of
Wholesale and retail
Wholesalers
Backward / Upward
Wholesale
Providers of Products
and Services

64. 4-Level Structure of Distribution
★
★
★ ★
• Branch Offices
•in Cities & Towns
• Provincial Branch Offices
• Regional Branch Offices
National Head Office

65. 19
12
4
20 22
15
22
21
20
25
32
40
2007 2008 2009 2010 2011 2012
Annual Growth Rates of Expenditures
and Departures (%)
Expenditures Departures
Source: State Administration of Foreign Exchange :
China National Tourism Administration
Creation of High - Quality Products

66. UTour Departures growth rate 2012
Source: China National Tourism Administration
UTour
Short-Distance Outbound
Travel is the higher increase
in public demand.
Long-Distance Outbound
Travel is on the stage of
steady growth..

67. Group Package Tours constitute the leading force in China
outbound travel.
FIT, Family Tour and Special Interests Tour are popularity
among highly-educated people and post 80 and 90 generation.

68. Classic Series
Selected Series
Luxury Thematic Series
Member Private Series
Island Tour
in Southeast Asia
One Thousand Chinese People
Celebrating Lunar New Year in
Disneyland, Paris
French Wine-Tasting Tour
The Arctic Pole Cruise
The System of UTour Products

69. N0.4 of Top 100 Largest China’s Travel Services 2011
(Latest), Ranked by China National tourism Administration.
No. 2 of Top 10 Largest China’s Outbound Travel Services 2011
(Latest), Ranked by China National tourism Administration.
Oneof Top 10 Largest China’s Outbound Travel Wholesalers
2012, Ranked by Industry’s Well-Known Media “Best of The Best in
Tourism”.

70. Member of AND
 Founded in 1992, head office in Beijing, branch offices in
Shanghai, Chengdu, Shenyang, Xian, Wuhan and Harbin
More than 1000 employees
 Over 2000 sales agents all over China, 30 directly-
managed retail stores in Beijing
 Business operations in over 100 outbound tourism
destinations

73. PATA Exchange
London, March 2013
A Presentation by PATA UK Chapter
Chairman, Chris Lee

74. The Concept
• PATA Exchange is a contracting event
• Pacific Asia sellers meet UK tour operator PMs
• Monday after ITB
• 5th year, continued to grow year on year
• Established event in UK Travel Trade Calendar

75. Event Logistics
• This year held in Central Hall Westminster
• Much larger location taking up to 70 tables (up from
42)
• Sales start up to 11 months in advance
• Exhibitors or sellers include:
– Tourist Offices
– Airlines
– Hotels
– Cruise Companies
– Destination Management Companies

76. Charges
• £300+VAT for PATA UK Chapter members
• £400+VAT for non-members
• FREE to tour operators to attend

77. Event Management
• Bespoke online appointment system purchased
• Dedicated website www.pataexchange.com.
• Website allowed exhibitors, or 'sellers', to:
– Register
– Add their company profiles and company logos to the site
– Secure pre-arranged appointments
– 15 minute appointments
– 5 minute break between appointments
– Maximum of 20 appointment slots available

78. The Appointment System
• Buyers register for the event online
• Buyers request appointments with Sellers
• Sellers can also request appointments with
Buyers
• When a seller or buyer clicks to book an
appointment, the person they want an
appointment with receives an email notification
and a click-through link to 'accept' or 'decline' the
appointment.

79. Format
09.00 – Sellers set-up
10.00 – Buyers arrival with tea & coffee
10.30 – Appointments begin
13.00 - LUNCH BREAK
13.30 – Appointments resume
17.30 - NETWORKING DRINKS RECEPTION
18.00 - Event closes

80. Promotion
• Promotion commences once 40 Sellers signed
up
• PATA UK Chapter Database
• Member Tourist Offices Databases
• Media Sponsor, Selling Long Haul Database
• New for 2013 - “Hosted Buyer Programme’

81. Sponsorship
• Media Sponsor – Selling Long Haul
UK’s monthly trade magazine promotes the event both via email
and through the magazine. SLH also guarantees a full page of
coverage in return for branding on all promotional activity
• Drinks Reception Sponsor – Tourism Australia
Tourism Australia provide wine for the drinks reception after the
event in return for branding on all promotional activity.
• Event Sponsor – Reed Travel Exhibitions (WTM)
Reed contribute £1,500 in return for branding on all promotional
activity. Dedicated e-newsletter to PATA database and
presentation about WTM during the drinks reception
• New for 2014 – Lunch Sponsor
PATA UK is in discussions with a couple of airlines to sponsor
lunch in return for branding and a short presentation.

83. In Summary
• Record number of buyers
• Record number of sellers
• PATA UK Chapter’s most profitable event
• Major membership recruitment event
• New for 2013 - PATA Luxury
Exchange, Manchester

84. PATA Academy
A Presentation by PATA UK Chapter
Chairman, Chris Lee

85. Past Academy
• Now in its 4th year
• On-line Training Scheme
• 18 Destination Modules
• Best Value UK On-line Training Scheme
• Facilitates free membership to Travel Sales
Staff

86. Present Academy
• New for 2012 - Sales Incentive introduced
– Love to Shop Vouchers
– Monthly sponsorship by tourist offices
• 13% increase in modules taken
– Example: PNG over 120 agents completed module
• New for 2013 - Hotel and Airline modules
introduced
• Training over 4,260 Agents and Operators online

87. Future Academy
• More hotel and airline sign ups, target 10 in
each
• Increased investment in Training Incentive
• Investment in improved analytics
• Social Media Links
• Discuss opening to the Irish market

88. In Summary
• PATA Academy is key membership benefit
• PATA Academy is key to membership
recruitment
• PATA Academy’s potential for worldwide PATA
family

91. IC Chairman
Scott Supernaw
Scott.supernaw@tauck.com
IC Vice Chairman
Bill Calderwood
William.calderwood@bigpond.com
IC Staff Liaison
Ivy Chee
Ivy@PATA.org