June 19，Hosted by Zhihui，The "2019CTCIS 4th China Cultural Tourism Consumption Innovation Summit" with the theme of "Integrity, Ingenuity, and Innovation" was held in Beijing，The conference focused on the great changes in the integrated development of culture and tourism，From the perspective of the entire industry chain layout，Discuss the development trend of cultural tourism from multiple angles。Five heavyweight guests had an in-depth discussion on the theme of "International Destination Marketing under the New Cultural Tourism Trend"，The site is full of useful information。

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Xu Lin, Asia Partner of Kanbang Investment

Seminar guest:

Arival founder and CEO  Douglas Quinby

HUTTOPIA Independent Director Catherine Chauvinc

NG Travel Chairman  Olivier Kervella

Thierry Hellin, President and Chairman of Beaureale

The following is the transcript of the roundtable discussion:

(This article is compiled based on the speech transcript，Not reviewed by the parties。Zhi Hui slightly deleted)

Xu Lin:China’s tourism industry is upgrading in the direction of vacation，This upgrade has actually already happened in Europe and the United States，In the process of setting up the round table theme including inviting guests，I was just thinking about it，Is there something that a group of foreigners can bring over，And it’s helpful to everyone？Later I decided to ask four senior experts in different dimensions to share this topic with you，How to enjoy your vacation destination？What are these four dimensions？First is design and construction，The second is operations，The third is in-depth service，The fourth is marketing。The four guests are international leaders in every dimension。

Xu Lin, Asia Partner of Kanbang Investment

Mr. Douglas Quinby is the co-founder of Arival，Arival is the world’s largest destination summit，He was also the chief analyst of Fox, the world's leading travel research organization, for more than ten years，is recognized as an authority on global online travel and travel technology。

Mr. Olivier Kervella is the founder of OTA, the earliest online travel company in France，His current occupation is founder and chairman of NG Travel，NG Travel is a very different organization，It is a very innovative holiday company in France，It has three different resort brands，We will introduce in detail what kind of alternative method this company is in a moment。

Ms. Catherine Chauvinc is an independent director of the French Camp Resort Hutopia，This company is a camping design and operation company focusing on nature，Before joining this organization，In fact, she is already the CEO of a very well-known integrated facilities management group in China，She is a very down-to-earth French lady。

Mr. Thierry Hellin, some of you here are familiar with him，There is a group PVCP，HNA has invested in this company before，Thierry Hellin has been the CEO of PVCP headquarters for more than 20 years，Many developments in China were made by him。He founded a cultural tourism real estate consulting and investment company，This company is called Beaureale，The company name means Northern Lights。

Let’s start the dialogue，How to build and operate a vacation destination？It can be understood that the vacation destination is a city、Tourist Complex、Resort or global tourist town。What is the holistic thinking mode？

Douglas Quinby：We have a very traditional industry approach to designing these travel products，This is not just a tourism problem，Every industry will face this problem。We need to consider this natural company，At the beginning, do your own strengths and produce the products you want，We also hope that the company can produce what we want and what customers want。But the market, especially the consumer market, is also constantly changing，And it changes very quickly，In the United States、Europe，The needs of consumers, especially tourists, change incredibly quickly，Sometimes the speed of change is hard to believe，The same is true in China。We need to think from the customer’s perspective，Perhaps all of you here are from a specific travel destination，From a specific attraction，Or you are an elite representative of a real estate development company，When thinking about travel products, you must seriously think about what customers want，And what customers will want in two to three years？One of the most profound changes we have seen in all research。Over the past ten years，We did a lot of research，These tourists sometimes arrive at a tourist destination for the first time and want to see all the classic attractions and content，But the second time，He became a different tourist，Visitors may become repeat customers，But the second time he came was different from the first time he came。

Arival founder and CEO  Douglas Quinby

Catherine Chauvinc：I agree with Douglas Quinby who said the customer is king、Customer first，You need to understand what the target group of potential customers is，What are their underlying ideas and goals.For our company，I often consider different travel destinations，We will build a network of tourist destinations，We have to consider that some tourist destinations are very close to the city，There is a difference between driving for one hour and driving for ten hours to reach your destination，We first consider the convenience of the tourist destination。Also consider the design，You can have a reasonable design，Have correct operations，You need to consider whether it is suitable when you go to your destination，Consider how to optimize costs，And whether their travel experience is the best for customers，Sometimes some designs look high-end，But it’s important to give people a good experience。

HUTTOPIA Independent Director Catherine Chauvinc

Thierry Hellin：Let me add something further，Our company creates tourist destinations in Europe，We are still building very successful tourist destinations in different places，I think you should learn the strengths of your foreign counterparts in China、Essence，Also summarize our failures。Sometimes we have to consider long-term and short-term operations，Tourist destinations and real estate related，Sometimes we wish we could transcend the real estate industry。Like what Douglas Quinby and Catherine Chauvinc said，You need to see what tourists think、How to use financing tools in tourist destinations？We must consider long-term operations，Think about this overall plan、Specific concept of real estate、Construction，This is all related to tourist destinations，Through overall planning and thinking，We must also consider the needs of tourists in two or three years。China’s real estate development is very fast，Real estate developers should consider short-term interests and long-term operations，There are also many policy changes for local authorities，You need to be familiar with this。

Thierry Hellin, President and Chairman of Beaureale

Xu Lin:In the end we all need to consider return on investment，In order to ensure a specific expectation of investment return，What is your focus？

Thierry Hellin：We need to tailor it to the travel destination，Considering the specific content and design concepts of the tourist destination，You shouldn’t just think from the perspective of the real estate market，Think from the perspective of a guest，Need to understand the concept of this kind of tourist destination，And whether he can make profits for you。First of all, there must be a series of strict rules to follow，You need a toolbox for development，Very professional operations can be achieved through such a toolbox，Relevant profits can be realized，And the specific situation of the real estate must be taken into consideration，And how much is the investment in the tourism product development process。

Xu Lin:Catherine Chauvinc，What is your return on investment？

Catherine Chauvinc：Return on investment is important to us，We want to ensure that our customers become repeat customers，Increase our sales，Increase our sales，Especially for operating profit，We need to consider cost optimization。A guest just mentioned that design is king，Design is key，If the design is wrong，You invest a lot of money，But it may not be very successful in operation。At the same time, you should pay attention to people，Including our internal employees，Able to recruit the right talents，These talents can recognize the value of your company、Mission，We still need to retain these employees，Also ensure that these employees perform well，Train these employees。Training is vital，Especially in China，China attaches great importance to quality，There are many teams that take turns to work，On-site training is crucial。   

Douglas Quinby：We talk about how to attract tourists、How to achieve profit growth，If there is no relevant and reasonable risk prediction，It is difficult to achieve profit，Need to consider changes in these customer groups and the probability of future growth。As a research company，We sometimes hear about ROI，We will consider whether the return on investment is related to the customer，Is it a reasonable construction method，Whether we are building some new projects from scratch，Get new rewards，Consider what tourists need，What will they need in two years，Whether these products meet their needs，Return on investment will come naturally。   

Xu Lin:Let’s ask Mr. Olivier Kervella to answer the two questions above。   

Olivier Kervella：We need to consider whether these tourist destinations can bring something to people。Geographical location is crucial，The geographical location must be able to achieve good convenience，For example, can it be reached by driving in one hour or by driving in 10 hours，Also consider accommodation，These accommodations are also matched with tourist destinations，Different hotels can meet the needs of different customer groups，This will attract more tourists。The last point is our activities，For example, activities we can do on site，In addition to these activities，We mainly target the French、Tourists from these two countries, Italy，More customers want to share their experiences and experiences。If you have a new experience，We can invite some families to our destination，At this time we need to know what the customer needs、What do they want，They may want to do a city tour or visit a museum，We will arrange the corresponding itinerary。 

As an operator，We need to be different from other companies，To provide customers with value-added services，Provide customers with more value-added services without increasing costs。These are some suggestions I want to make，For example, increasing the number of guest rooms、Provide more hotel products，We can provide more experience sharing from a French perspective，By doing these projects，We can share more value-added services with customers，This is a brand new concept，This is also different from the business philosophy of our competitors，We feel that activities within the resort are very important，We want to keep our customers in our destination，Able to provide different experiences。Our customers experience different projects in our destinations，You can fish with our fishermen，You can also cook the 188bet Online Sports Betting and Casino fish you caught，This is a very good experience for customers，These cannot be experienced anywhere else，These are activities we can do。   

Xu Lin:Please let Thierry Hellin speak，In your more than 20 years of experience designing resorts，How to choose a site、How to create user portraits，And position product design based on portraits，How do you decide how many rooms to build in each resort、What public facilities are provided？   

Thierry Hellin：This question is difficult，The European market is constantly changing，It is a very mature market，Because the development of tourism began fifty years ago，Probably started developing fifty or sixty years ago，It is a very mature market，The market is also constantly changing。For example, customer needs are also changing，Millennials need some new products and services，We don’t know what they need，So we need some experience，But no one knows what the future will be like、What will the tourism industry look like in the future。

Today we have a very magical way，Can guide us to develop new products，Introduced to the European market。The first one is nature，Nature is the most important，I would also like to reiterate the importance of nature，Our foundation is rooted in nature，We need nature，We don’t just want nature，Need to interact with nature，Need to be able to access these natural elements，These are very deep customer needs，Even if we have those rooftop gardens or different natural elements，The younger generation also needs these natural elements。The second one is experience/experience，We need to learn、Experience something different，Need to challenge，We need a unique experience，It’s a unique experience。The third one is a tool，We need to pay attention to culture，Because I think our tourism industry in the next ten years，A very important keyword is culture，We need to tell stories，Need to guide the creation of new tourism product concepts。The fourth one is the tribe，We and our family、Friend、Colleagues all travel together，Need to be in an environment，This environment allows our entire team to enjoy the team better，Instead of enjoying it alone。If we connect these four elements，We call it the magic element，These four elements are connected，We have a chance of success in the next ten years，These are four elements that are very popular in Europe。

Douglas Quinby：These two points about experience and culture are very important，We are adaptable in terms of experiences and activities，We don’t just have a growing demand for this traditional experience，We want to do more museum travel arrangements。Recent years，These tourists have actually experienced all these products，For example, the Eiffel Tower，They have been there many times，It is indeed very beautiful，But I don’t want to go to the Eiffel Tower again，Next time I go to Paris, I want to visit some local families，I want to know how they prepare their meals，I want to take their cooking class，I think such an immersive experience will increase the attractiveness of the destination。

I have been to a tour group in Singapore before，This is an itinerary to learn about local street food，Although I have been in Asia for 20 years，But what I know about street food，For example, Shanghai、Street food in Hong Kong，I feel like they don’t get enough respect，This is not a career that everyone wants to do。I have a female colleague who came to Singapore，She saw the street food market，I designed a trip to taste street food，There is nothing special about everyone，But for a foreigner to travel here，They saw that the food here is very different from our usual meals。The colleague at that time created a completely different experience，Her trip to make street food，tells the story of how to prepare and cook these foods，For example, there is Hainanese chicken rice in Singapore，There is 188bet sports betting app download a story behind this，This is the story tourists want to know。This may just be emerging in China，Because many Chinese tourists enter foreign markets，They will continue to travel abroad in the next two to three years，There are many online platforms，For example, Airbnb, etc.，We can refer to the suggestions and recommendations above，You can place an order or book a restaurant on it。   

Xu Lin:Very interesting。Someone asked me before，Why experience is so important，I said at the time that this was the part that could strengthen us the most，If we are very excited，We will remember this experience。

Douglas Quinby：What was your last vacation like?，Open the phone，Look at photos taken before，Look at these photos shared in Moments，Whether the photos you took are of hotel rooms or whether the photos are related to the experience，Related to the food，These can reflect your interests。   

Xu Lin:How do you define glamping，Some people also call it wild luxury recording，What issues need to be considered in operating a camp resort like yours，What are your hardware forms and software contents？How to achieve economies of scale，How to achieve a high repurchase rate？What kind of operational details are generally ignored but very important？   

Catherine Chauvinc：Camping is a new concept，This is a way to get close to nature，A few friends come together to experience nature，We stand on the natural scenery of nature and enjoy nature。In our company，We are also establishing, operating and even constructing some major tourist destinations，These tourist destinations are very suitable for camping，Give these tourists a good travel experience，Suppose you have too many camping sites，Ensure that each camping site can provide a completely different way of traveling and vacationing，Especially the places we call these tourist destinations，Also the locations of these campsites，We can build some campsites，Move it to another place，This is crucial for investors，It is also very important for customers，For our own employees they can experience this value，This kind of mobile camping camp。 

About integrated operations，We want to unite with other industries，This is related to the use of technology，Including today we also mentioned the importance of retaining talents、The importance of recruiting reasonable talents、The importance of online training、Skills training。Meanwhile，We also need to consider comprehensive cost control，Suppose we can use software to control risks、Control costs，We leverage this new artificial intelligence、New big data technology controls costs，We also further understand the needs of these users，Enables customers to have a better travel experience，Use these data to provide certain feedback。 

Human experience is crucial，Be tourist-oriented，Oriented by their travel experience，This will involve a lot of processes and processes，Including the process of our operation、Process，Includes venue selection，First we can start with a few simple travel destinations，Then we have five、Ten、One hundred、A thousand tourist destinations for business，You need to have a strong foundation before expanding，This is what I want to share and my thoughts。   

Xu Lin:Let’s ask Olivier Kervella to answer a question，What are some of the more popular ways for European vacation tourists，Please explain NG travel，Is NG Travel a tourism operator or an asset-light resort brand，Where is the line in the middle？   

Olivier Kervella：Basically speaking, our company is an operator，Including operating some tourist destinations，We are also developing in two directions，We hope to diversify our business，Sometimes we also need to constantly adjust and adapt to some new concepts，We have some new projects，We are also purchasing some hotels in ASEAN，We also hope to bring these new concepts、Ideas transferred to other countries and regions，To operate different tourist destinations。

There are some new travel trends in Europe now，The first is a simple and innocent way of traveling，While traveling in Europe，People visit the same tourist destination repeatedly，They are willing to delve into the essence of a certain tourist destination，In France we sometimes organize dinners with local people、Picnic，Able to organize tourists and local residents to enjoy the local people's lifestyle around the campfire，This is the experience of in-depth travel。Also，In Europe we can see that these tourists also have strong environmental protection concepts，Especially in Northern Europe，They also hope to better protect the environment when traveling，included in Germany、France，People hope that this environmentally friendly concept can be integrated throughout the entire trip。We know，Many European countries will establish green festivals，On the day of Green Festival，We need to better protect the environment，And sometimes parents and children have to participate in such green festivals together，Achieve better instillation of environmental protection concepts。I believe in the future，We will achieve good environmental results，Can better protect the environment。

The last thing to share is modern travel trends，Among many tourist destinations，These resorts themselves are also achieving a kind of self-promotion，Including taking some photos at travel destinations to post on social media，Other tourists can see where the filming location is，People will yearn for these tourist destinations，Especially some beautiful pictures，Can help these tourist destinations attract potential tourists。   

Xu Lin:Thank you Olivier Kervella，I heard several key words from Olivier Kervella’s dialogue，For me, it is touching the soul and deep things in the heart of consumers，includes sustainability、Connection with people、Pay attention to the environment，These are critical points in the product creation process。

May I ask Douglas Quinby，You made a resort，How to sell your products and services？What kind of products, services and experiences should a mature destination provide，Why destination activity experience is so important？Room、How transportation and experience are packaged and sold in the West？Which is more important, direct sales or distribution？   

Douglas Quinby：About experience，We spent a lot of time discussing the experience，I think experience is very important，Especially when traveling around the world，You need to understand what the global tourist travel trends are，In the United States and Europe，Travel trends are changing rapidly，In China、The same is true in Asia，These tourists are especially young tourists，Like Millennials，They now have two different phones available，I want to watch two different TVs at home，Without a doubt，They are also changing their lifestyle now，We should also make changes accordingly。We also need to consider the localized experience，includes rock climbing，This is also a new trend。There is also a game of darts in the United States，This is relatively famous in the United States，Many bars will have dart throwing activities，This also becomes part of the tourist or local experience。There is also an escape room，Every company in the United States now has this kind of team building activity，Just do an escape room。   

These are things everyone wants to do，Everyone is willing to spend some activities on it，And it keeps changing，Another point is that this tourism field is very fragmented，There are many small companies that are not connected，But in the aviation field or hotel field，We have the concept of such an industry。We can use some technologies to connect all parties involved，For example，On some platforms we can know how to book hotel and train tickets，But these technologies 188bet Online Sports Betting and Casino do not yet exist for small and medium-sized travel groups。On some platforms we can know how to book hotel and train tickets，They can make reservations online。There is such a trend in China，There is also such a trend around the world，Need to connect all small operators，Put it into a larger packaged product。

Xu Lin:Thank you for your answer，Thanks to all the guests。Kanbang Investment is a company headquartered in Paris，A boutique investment bank focusing on the cultural tourism and tourism industry，We do investment and financing、M&A、Mergers and reorganizations，Including the introduction and implementation of some projects，I am a partner in Asia，Everyone is also welcome to interact and communicate with me。