Page 21 - MENU Magazine - March/April 2018

Millennial Mindset
Sen Lin, strategy and insights lead at Carat China o ers these tips for appealing to Chinese millennials:
#1
MILLENNIAL TRAVELLERS VALUE AUTHENTICITY IN THEIR TRAVEL EXPERIENCE.
#2
LOOKS MATTER.
Consider what will make the food and the setting Instagrammable; this can sometimes even be more important than the food. Millennials will consider how every dollar spent can also create social value for them.
#3
BUILD YOUR REPUTATION AND STORY IN SOCIAL—
not just Chinese media but on Facebook and Instagram. How are you talking about your food? Why is that interesting? What can you contribute? Make sure that you can be found when guests are researching online.
#4
WELLNESS AND INDULGENCE ARE KEY trends in this generation of travellers with cosmopolitan appetites seeking new experiences. At home, they’re all about avocado, following
the New York hipster in uence. What’s Canada’s superfood? Are you sharing enough information on what’s “hot?”
Dream Destinations
Chinese travellers who are “de nitely” or “very likely” to visit Canada in the next two years would most like to visit:
VANCOUVER 55% NIAGARA FALLS 51% TORONTO 48% VICTORIA 46%
THE ROCKY MOUNTAINS, BC 44% OTTAWA 44%
QUEBEC CITY 31%
MONTREAL 31%
SASKATOON 27%
CHURCHILL 25%
WINNIPEG 25%
THE ROCKY MOUNTAINS, AB 25%
Source: Destination Canada, 2016 China Summary Report
MARCH / APRIL 2018 MENU 21