The Island of The Bahamas High Net Worth

Individuals (HNWI) Positioning Strategy

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Presented by: Matthew Arnett

Luxury Destination Travel

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Luxury Destination Travel

We provide personal VIP travel to luxury destination all over the world.
LDT is an organization of the top travel agencies and travel provider,
currently boasting 180 agencies from more than 12 cities in China.
Ultimately, LDT allows high net worth individuals to realize their travel
dreams access exclusive amenities, properties, and experiences.
Creating once-in-a-lifetime travel begins with the relationship between
us and our clients. We have worked with American express black and
several major wealth clubs in China.
We want to help make The Bahamas become the dream pinnacle
destination in the minds of Chinese luxury travelers. For the China
market we believe that the thirst for the best in the world has just
began. If The Bahamas makes the right choice in positioning itself, they
can reap the incremental benefist for the foreseeable future.
We hope that we can guide the Bahamas through this niche market of
Chinese Luxury travelers.

Key Cities to Build A Presences

Primary: Beijing- Shanghai- Hong Kong- Guangzhou- Chengdu-Shenzhen
Secondary: Harbin-Changchun-Shenyang-Tianjin-Xian- Nanjing- Wuxi-Suzhou-HangzhouChongqing-Ningbo

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By 2030, outbound trips will account

for about 40% of Chinas total market
value (up from 30% in 2012), and
Chinese travelers will be spending
about $700 billion on these trips. As it
is today, most of this travel will be for
leisure.

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We predict that
Bahamas is poised
for huge growth but
it has to be
harnessed.

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With steady outbound growth to the US
The Bahamas has a direct opportunity
to attract add on tourist.

Bahamas China 30 day Visa Free Agreement provides

key advantages.

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Prime Minister Perry Christie & President Xi Jinping

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Focused routes
Direct Flight

/China

US/Canada
Visa

US
Canada

/Bahamas

Although Bahamas is visa-free for China, there is no direct flight from China to
The Bahamas. Our plan is to promote the Bahamas routes together with
US/Canada. Making unique packages for cultural, wedding- honey moon,
shopping route to promote The Bahamas.

China Travel distribution Channels We will focus our

positioning accordingly

Booking channel trends:

More travelers are booking
their hotel either on the
web or via mobile apps,
either directly with the
hotel or via an online travel
company.
Discover Travel has built a
unique relationship with
the top new media
channels both online and
mobile to reach and
influence travelers.

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Understanding Chinese Travelers: Expectations

Does the Bahamas

meet the mark ?
We provide solutions!

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Capturing residual marketing & brand endorsement

by real traveler through social media

93% of Chinese travelers

aged under 35 share their
trip photos via social media. Individual travelers: 88%
share their trip experience
in social media, 32% share
in travel review sites, and
15% are more likely to
show friends and relatives
conventional print photos.
We build unique plans to
Help capture all positive
reviews and address
Negative feedback.

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Our expert team will help you manage your social

media

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Chinese Travelers Profile

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Chinese travelers peak season February at the time of the Spring Festival (Chinese
New Year) and around the Labor Day holiday in May. Other popular months are April ,
July and October.

Chinese travelers
say that they
typically spend
between one to
two weeks
(51 per cent) away
When traveling
internationally

Chinese travelers do spend considerable amounts when traveling abroad. Fifteen

per cent say that their average daily spend, excluding accommodation, is more
than 10,000 RMB (US$1,6196), with two per cent of these spending more than
50,000 RMB (US$8,0956). At the lower end of the scale, 36 per cent of travelers
questioned spend between 500 RMB and 2,000 RMB (US$81-US$3246) a day with a
further 28 per cent using between 2,001 RMB and 5,000 RMB (US$324-US$8106)

Our Niche Market: Chinese Luxury Travelers

Chinese families strongly appreciate when hotels offer a luxury experience that includes
great childcare. Being friendly and staying up-to-date with all the hotel and surrounding
location have to offer are important to delight guests. High demand for personalized
travel

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These luxury travelers are willing to pay more for a higher quality of service
and customized level of unique traveling experience definitely a small but
very important segment for the travel sector to pay special attention to.

How big is the Chinese luxury travel market ?

Tourism is the number one leisure pursuit of Chinese wealthiest

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What do Chinese luxury travelers prefer ?

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How we reach our target market (HNWI)

Internet, word of mouth and magazines key to influencing the mega rich!
Chinese luxury travelers use the internet on average 6.2 days a week, and use other media
approximately 3-4daysA week. 98% browse the internet and 91& read magazines

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How we reach our target market (HNWI)

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Other than SMS and calling, the number of HNWIs who use their phones to email is up to
over 50%. It is worth mentioning that microblogging usage has dropped from 27% in 2013 to
13% this year; while micromessaging jumps to second place at 39%. In comparison, men
more often use their phones to send and receive mail, at 54%; women and young HNWIs
(below 30 years old) more often use chat tools (eg: WeChat, Whatsapp) on their phones, at
above 50%.

How do HNWI make their luxury travel choices ?

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The Internet and magazines are the most utilized media channels for seeking out travel
information.
60% HNWIs will make the decision themselves , bookings are often made by the HNWI and logistics
often
through a third party.
Although spring festival and the October holiday are still popular periods, there is not one particular
time when
Chinese HNWIs do most their traveling, rather they tend to stagger their trips in order to avoid peak
periods.

Our Local Partners & tour package focuses

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What does The Bahamas have to offer for gifting ?

Gifting is one reason driving Chinese HNWIs travel shopping.

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Local alcohol , tobacco, jewelry , Bahamian designer brands and Bahamian hand made crafts.

Unique Opportunities for The Bahamas?

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Capturing the Chinese Super Tourist

The 203 super tourists surveyed have traveled on average 22 times, on each occasion visiting 2
2.5 countries. On average, each super tourist has visited 40 countries. In 2013, super tourists
traveled abroad four times on average, over a total of 36 travel days, about half of which were for
travel, and 22% for business trips. The super tourists traveled abroad for 18 days on average, with
average spending of US$150,000. Some 59% of these super tourists have island resort experience.
It can be seen that the super tourists tend to experience the process of travel, rather than just go
shopping, dining or visiting landmark tourist spots. The future tourist destinations will become
broader, deeper and more scattered.

For dream travel experiences, nearly half of the Chinese

super tourists choose natural adventure. We can put the
Bahamas on the radar!

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Group & FIT Packages

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Explorer 12 days 6 Islands the ultimate experiences of the Island of

The Bahamas. Following the map of General Zheng He and Christopher
Columbus and discover what they found so special about the
Bahamas. Visit Nassau- Bimini- Andros- Abacos- Eleuthera/Harbour
Island and Exumas.

Golf- 8 days 8 Golf Courses play on the most beautiful award winning
course like the celebrities and pros do. Starting with Tiger woods
personal course in Albany Nassau- One&Only Paradise Island-Bakers
Bay Abaco- Windling Bay Abaco- Sandals Emerald Great Exuma- The
Bahamas averages seven hours of completely sunny skies per day, and
rain seldom lasts for longer than it takes to get under cover - even
during the rainy season. Golfers from around the world play here, with
pros playing in world-class tournaments. There is no season to limit
play here, just year-round blue skies and warm weather. Beautiful
settings abound, framing tee boxes and fairways with picture-postcard
backdrops for your best shot.

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Wedding/Honeymoon- 8 days including boutique symbolic wedding

with local customs at a 5 star property. Meticulous attention to
every detail to create an unforgettable occasion. A dedicated
wedding planner will make all the arrangements according to
agreed specific instruction. Catering to a range of styles and
budgets, personalized wedding packages offer fabulous choices.
Whether exchanging vows on the white sand beach or a private
island, hosting intimate outdoor dinners or memorable receptions
with sumptuous Bahamian food.
Having a honeymoon in the
Bahamas will be a dream come true. The Bahamas has the
ultimate honeymoon locations with luxurious accommodations and
the best
land
and watersports
- from VIP
golftrips
to scuba,
and an array of
Best
Beach/
Island
tour- personalized
encompassing
toptop
gourmet
dining
options.
the
properties
around
the Bahamas for example: Kamalame
Cay- Little Whale Cay- Musha Cay- Star Island indigo island
The cove Eleuthra- Pink Sands Harbour Island.

Key Local partner

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LENG YA, the founder of Shanghai ZUNLV Enterprise Services Company (SHVIP), has focused on tour
business for 19 years and intended to devote her life to tour career. The company was established on
Oct, 2005 in Shanghai. We provide the standard tour products including routes, visas, insurances and
accommodations via online websites and provide tailor made tour packages via offline meeting and
salon. We are committed to build ourselves as the 1st fully travel service provider in China (O2O online
free routes and tailor made tour). Through our current travel services, we also would like to bring more
value-added life benefits to our customers.
Registered travel agent in 2005 (Permit No. L-SH-00893)
Listed in Shanghai Equity Exchange center on Sep.26,2013
Subsidiary: Zunzun International Traval Co.,Ltd is Grade A travel agent in Shanghai
Sales ranking No.6 on website Taobao.com, one of famous B2C website
Accumulating millions of potential customers via online & offline in last 8 years
Taobao ranking No.1 in 2010 Shanghai Expo, receiving 30 thousand travellers
Member of Chongqing Chamber of Commerce (Shanghai)
Year 2010: World EXPO in SH 180days, total 80,000 persons
Year 2011: E-tickets for scenic spots: 90,000 persons
Year 2012: Visas: 180,000 persons in 6 months
Year 2013: 180,000 persons
Year 2014: 280,000 persons
Travel Income: Y2012, 8.5million; Y2013, 20million; Year 2014, 50-80million

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Scoop of Business

B2C/B2B

OTA
Bring more
customers

Cultural tourism
Brand Promotion

Key Business model

O2O
Enhance user
experience

Value-added services

Tailor-made Travel

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Tailor Made Travel Clients

Tailor Made: Travel is a customized product specially designed based on our

customers' requests. That is to say, it is based on clients' demand and preference.
What we do is to take full advantages in the field and use all our tour resources to
ensure our clients get a high quality travel service.

TCL

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