The Benchmark of adventure travel

Also in today’s roundtable, Tina Wang, associate at Benchmark Adventure, has 10 years’ experience in the outdoor travel industry, and 15 years of trekking and mountaineering experience. As a way of maintaining a leading position in the outdoor travel industry in China, she has travelled to more than 70 countries around the world, and was formerly GM at Sanfo Adventure travel. We asked what she will be bringing to the fore at the roundtable.

From the perspective of design, travel is generally considered in several parts: accommodation, transportation, itinerary design, purchasing and entertainment. Market segmentation has resulted in many differentiated products.

Please tell us more about your company, and your work in this field.

BENCHMARK is a wor l d adventure receptive platform, established only for Chinese B2B market. It helps DMC around the world provide Chinese travel agency partners with all-in- one outbound adventure tourism products and all- in-one adventure tourism business solution, with best products, minimum cost and maximum efficiency.

Benchmark want to be a bridge between world adventure products and the big Chinese market, as an representative office for DMC in China, instead of a platform only for taking the spread as their fee.

How important is design in this respect?

I am in charge of product design for Benchmark Adventure. Based on more than seven years of solely working in the field of adventure in China, we are good at it, and know what Chinese travellers want. China has experienced a quick consumption upgrade and China is becoming the largest consuming power in the world. China tourism is on the threshold between sightseeing tourism and experience. Adventure is one of the most important categories for experience or themed tourism. Many receptive partners have become interested in entering the Chinese market but felt it was difficult. We are thus trying to establish a set of benchmarks to help products become more Chinese, to solve cultural differences, language differences, activity differences, and food and beverage differences. Only more standardised products can be accepted on the broader market.

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Photo: Tina Wang, Associate at Benchmark Adventure