Around the world in 80 ways

Unlike Jiang, who has a solid Chinese customer base and outbound travel planning experience, Zhang Mei's business is mainly bringing foreign tourists to China.

A Harvard Business School graduate and married to a US citizen, Zhang knows many foreigners are curious to explore the wild side of China.

Her WildChina travel company employs 50 operators designing travel routes, mainly in Southwest China for Western tourists.

Zhang says her initial intention was to build a bridge between local suppliers and foreign visitors.

"I know what local suppliers can provide and what my foreign tourists want, but there was a communication gap between the two sides," she says. "So later I thought, why don't I become the bridge and get everything done?"

Other operators in the customized market have their own themes, including golf, health spas, polar region and chateau exploration.

"It is impossible for companies in this market to include all aspects like common travel agencies do," Wang says. "Customized travel service requires a more profound knowledge and connection with travel destinations."

But he warns: "Entering the market is difficult, and surviving is even more difficult."

One problem is lack of qualified employees. Jiang says recruitment is the biggest challenge facing his company.

"In this market, source is always the No 1 priority - not only the source of clients, but also of tour destinations. Experienced tour operators with good sources should at least have been in the market for eight to 10 years, which is rare."

Jiang's company now has eight regular tour guides taking clients around the world.

"In the peak season there is no break for them between groups. They will be back with one group in Beijing today and set off with a new group the day after. The work pressure should not be that intense," he says.

Alain Hong's E-tour Travel Consulting Co has the same problem. Mainly providing tour services to France and Monaco, Hong's company only has three members in Beijing, including him.

Zhang's WildChina, with its 10-year history and 50 staff members, can be considered a large and experienced operation.

Cutting costs and standardizing services are also demanding.

"The whole tourism market is confident about this sub-market, since clients' demands are there. However, it is important for the operators to figure out a balance between sticking to a customized service and expanding business," Wang says.

Jiang says that merely providing customized services cannot support the operation of a company.

"It is a dilemma, since it is service that you emphasize to your clients. But you cannot provide all-round services to every client."

Customized service accounts for 20 to 30 percent of his company's revenue. Most of it still comes from set tours.

"For now, it is impossible to survive by providing a customized service only," he says.

yanyiqi@chinadaily.com.cn

(China Daily 07/27/2012 page12)