WeChat’s Etienne Ng highlights Chinese traveller trends, digital payments at GM Forum 2024

At the recently-concluded Hotelier Maldives GM Forum 2024, Etienne Ng, Regional Director for Southeast Asia at Weixin Pay (WeChat Pay), delivered a presentation on the evolving trends of Chinese travellers and the crucial role of digital payments in the hospitality industry. The session offered attendees a deep dive into how WeChat, one of the most popular apps in China, influences travel spending patterns and enhances guest experiences through digital solutions.

Etienne Ng opened his session by engaging the audience with an informal poll, asking if they had ever used WeChat, a Chinese super app with over 1.2 billion users. He highlighted the app’s evolution from a simple messaging platform to an all-encompassing ecosystem that integrates messaging, social media, and digital payments—transforming everyday activities for millions of users.

“Think of WeChat as a super app that does everything,” Etienne Ng explained, comparing the seamless Chinese mobile experience to the more fragmented app usage seen in other parts of the world. WeChat’s diverse functionalities, from business communication to social media and payments, form the backbone of daily life for many Chinese, making it an essential tool for reaching Chinese travellers.

Etienne Ng emphasised that the Chinese traveler of today is notably different from the pre-pandemic era. While shopping once accounted for a significant portion of Chinese spending abroad, the trend has shifted toward spending more on unique experiences, local sightseeing, and quality dining.

“The same dollar that used to go toward shopping is now being spent on experiences,” Etienne Ng shared, noting that Chinese tourists increasingly prioritise immersive travel, cultural exploration, and fine dining. This shift offers a golden opportunity for hoteliers to attract Chinese tourists by offering compelling experiences that highlight local heritage and culinary delights.

Furthermore, Etienne Ng pointed out the spike in dining-related expenditure, particularly in destinations known for Michelin-starred or celebrity restaurants. He highlighted how Singapore’s Low & Behold Group recently enabled WeChat Pay to attract high-spending Chinese customers, recognising the growing importance of offering seamless digital payment options for a frictionless experience.

As digital payments become integral to the travel experience, Etienne Ng delved into how WeChat Pay is transforming the hospitality industry by facilitating operational efficiency and enhancing guest convenience. He underscored that for Chinese travellers, the ability to use WeChat Pay for transactions during their international trips is a key factor in providing a seamless travel experience.

Etienne Ng also drew attention to the untapped potential of WeChat Pay in the Maldives, where only 1% of registered merchants actively use the service, despite Chinese visitors being a key source of tourism revenue. He urged Maldivian hoteliers to capitalise on this opportunity by educating their frontline staff about WeChat Pay to ensure smooth transactions for Chinese guests.

“A lot of the frontlines in Maldives don’t even know they accept WeChat Pay,” Etienne Ng noted, emphasising the need for better awareness and training. “Providing frictionless, painless payment modes will enhance guest satisfaction and could even drive ancillary revenue.”

Etienne Ng encouraged hoteliers to think beyond payments and consider WeChat as a comprehensive marketing tool. By leveraging WeChat’s mini-programs, hotels can create unique experiences for Chinese travellers, offer exclusive deals, and boost guest engagement. He referred to the platform as the “corporate name card” for hotels, offering brands direct access to China’s enormous digital market.

“Once you start using WeChat’s ecosystem, the users can easily find you, and it becomes a new brand channel,” Etienne Ng explained, noting that many leading luxury brands have already integrated WeChat into their marketing strategies to better connect with Chinese consumers.

Etienne Ng also touched on the challenges associated with China’s push toward a cashless society, citing a recent typhoon in Hainan that caused widespread power outages, making it difficult for people to charge their phones and complete mobile transactions. While cashless systems offer numerous benefits, such as increased convenience and security, they are not without their vulnerabilities, especially in the event of power disruptions.

Etienne Ng concluded his session with a strong call to action for the Maldivian hospitality industry. With China expected to remain a key source market for years to come, he urged hoteliers to prioritise digital transformation and embrace WeChat Pay as a strategic tool to enhance both guest experiences and operational efficiency.

“Do not embark on this journey with a trial-and-error approach,” Etienne Ng warned, advising hoteliers to fully commit to integrating WeChat’s ecosystem to maximise its potential. He also highlighted the partnership between WeChat and the Maldives’ Ministry of Tourism, aimed at fostering greater collaboration and strengthening ties with the Chinese market.

This year’s GM Forum, now in its eighth edition, focused on ‘The Evolving Luxury Landscape’ in the Maldives. Industry leaders discussed the future of luxury travel, including the new luxury traveller’s psyche, digital marketing, and sustainable practices. The forum featured diverse panels and interactive sessions, emphasising personalised guest experiences and local cultural integration. It aimed to foster active participation and share innovative case studies from the luxury travel industry.

Sponsors and partners of GM Forum 2024, the largest gathering of hospitality leaders, include:

• Ooredoo Maldives: Digital Partner (Title Sponsor)
• Bestbuy Maldives (BBM): Silver Sponsor
• Dhivehi Insurance: Silver Sponsor
• Fuel Supplies Maldives: Silver Sponsor
• Maldives Airports Company Limited (MACL): Silver Sponsor
• Manta Air: Aviation Partner
• Male’ Aerated Water Company: Beverage Partner
• Atmosphere Wellness: Wellness Partner
• Souvenir Marine: Transport Partner
• Printlab: Printing Partner
• CROSSROADS Maldives: Venue Partner
• Lights Out: Coverage Partner
• Associate Sponsors: Alia Investments, Villa Hakatha, GAGE, Wyntronix, Uniforms Unlimited and Spa Ceylon Maldives