Road war­rior breaks bar­ri­ers for trav­el­ers

Re­main­ing in­no­va­tive and help­ful key to on­line ho­tel book­ing gi­ant’s plan to ex­pand, says its chief

China Daily (Canada) - - Q&AWITHCEO - ByWUYIYAO in Shang­hai wuyiyao@chi­

Speak­ing four lan­guages and hav­ing trav­eled and worked around the world, Gil­lian Tans’ ex­pe­ri­ence points to her be­ing a savvy back­packer who has been dis­cov­er­ing the won­ders of be­ing “on the road”.

But Tans works be­yond her own trav­el­ing ex­pe­ri­ence as the CEO of Nether­lands­based Book­, one of the big­gest on­line ac­com­mo­da­tions agen­cies by num­ber of rooms/nights booked, a po­si­tion she was ap­pointed to in April 2016.

Mar­ried to a na­tive of Hong Kong and a big fan of homemade Can­tonese food, Tans now leads a team op­er­at­ing in 225 coun­tries and re­gions who help tourists have bet­ter and safer stays— and with more fun.

Re­main­ing in­no­va­tive, aim­ing to break bar­ri­ers for trav­el­ers dur­ing their trips, is key to Book­’s strat­egy to ex­pand, said Tans.

The fol­low­ing are edited ex­cerpts of her re­cent in­ter­viewwith China Daily.

How do you de­scribe Book­’s busi­ness in China? What strate­gies will you adopt to ex­pand your busi­ness in China as the new CEO?

In short, Book­’s busi­ness in China is ex­cit­ing, grow­ing fast and full of po­ten­tial. We want to play a big­ger role in in­spir­ing Chi­nese trav­el­ers with in­cred­i­ble stays, not only in China, but in ev­ery corner of the world. In the­ory, our strat­egy for the Chi­nese mar­ket is ac­tu­ally quite sim­ple and in many­ways matches our over­all global strat­egy. We lis­ten and learn from our cus­tomers. For ex­am­ple, mo­bile pay­ments are re­ally com­mon in China due to the pop­u­lar­ity of plat­forms like WeChat — and that’s some­thing we’re learn­ing from and adapt­ing to quickly.

Chi­nese con­sumers are get­ting more savvy and ex­posed to more chan­nels than ever be­fore. How will you meet the chang­ing tastes and de­mand of Chi­nese trav­el­ers?

Chi­nese cus­tomers are start­ing to de­mand more choice. This is great news for us, be­cause that’s ac­tu­ally our spe­cialty at Book­ We have nearly a mil­lion dif­fer­ent types of ac­com­mo­da­tion that in­cludes ev­ery­thing, from beach­front hol­i­day homes to tree­houses, boats, and even lux­ury tents.

Find­ing ac­com­mo­da­tion is about find­ing the stay that also con­nects you to the things you love do­ing. Whether that’s ski­ing, cas­tles or gourmet food, just type it into the search box at our Pas­sion Search plat­form and we’ll pro­vide you with an awe­some list of des­ti­na­tions that are per­fect for ex­plor­ing fur­ther.

What’re the op­por­tu­ni­ties and chal­lenges for Book­ in China?

With­out a doubt, China is one of the most im­por­tant mar­kets for Book­ It is a big op­por­tu­nity for us to bring more in­ter­na­tional trav­el­ers to visit the coun­try, and there is an even larger op­por­tu­nity for us to serve the mas­sive num­bers of in­creas­ingly in­de­pen­dent Chi­nese con­sumers who want to travel more and ex­plore as much of the world as pos­si­ble. This is an op­por­tu­nity and a chal­lenge, as Chi­nese con­sumer habits and prod­uct de­sign are quite unique. Prod­uct lo­cal­iza­tion has been a pri­mary fo­cus for us since we first ar­rived in China.

What’s your com­pet­i­tive edge with ri­vals in China?

In con­trast with some of our com­peti­tors in China, we stand out in terms of our global reach and of­fer­ing. Book­ of­fers more than 978,000 ac­com­mo­da­tion op­tions in 224 coun­tries and re­gions world­wide.

For our Chi­nese ac­com­mo­da­tion part­ners, our global pres­ence en­ables us to con­nect them with large num­bers of in­ter­na­tional trav­el­ers.

We use tech­nolo­gies to break lan­guage bar­ri­ers. Imag­ine you’re trav­el­ing to Paris and need to tell the prop­erty you’re go­ing to be late. Don’t speak French? No wor­ries! Sim­ply type to them in Chi­nese and they’ll re­ceive the mes­sage in French through our app so­lu­tions. You’ll also re­ceive their re­sponse in Chi­nese. It’s al­most like magic.

How can Chi­nese trav­el­ers make use of Book­ bet­ter

The best tip I have for Chi­nese con­sumers is to read re­views from other trav­el­ers. On Book­, we have more than 98 mil­lion re­views from real guests who’ve ac­tu­ally stayed at each ac­com­mo­da­tion, in­clud­ing mil­lions of re­views from Chi­nese trav­el­ers. I use them a lot to find out what other peo­ple have ex­pe­ri­enced and to sparkmy imag­i­na­tion. You can read what it was like for some­one else to trek over the tundra to an igloo in Fin­land to check out theNorth­ern Lights, or to sleep in a tree­house at an eco-re­sort in the rain­for­est in Belize.

What are the places in China you’d like to take in­ter­na­tional trav­el­ers to? And what are the places in the world you’d like to take Chi­nese trav­el­ers to?

China is an in­creas­ingly pop­u­lar coun­try to visit in the world. But it is also in­cred­i­bly vast and di­verse, with in­cred­i­ble nat­u­ral beauty, large bustling cities and amaz­ing food. In terms of my goals for in­ter­na­tional

How do fam­ily? you jug­gle be­tween

Be­ing CEO of any large com­pany is all about pri­or­i­ti­za­tion. It’s an art and it def­i­nitely takes prac­tice. What I have learned is that I need to be present and re­ally in the mo­men­twher­ever I am. Imake sure that the time I’m ded­i­cat­ing to my kids or my hus­band or my friends or to any im­por­tant project at work is al­ways of qual­ity. I have a bunch of What­sApp groups set up with my friends to stay in con­tact as I bounce all over the world for work.

What travel apps do you use? work and

Ob­vi­ously as the CEO of Book­, I ama big fan of our app and use it all the time to book my stays, whether I’m trav­el­ing for work or in my pri­vate life. It’s easy, re­li­able and gives me the choice and flex­i­bil­ity I need. I’m also ad­dicted to Uber. I use it ev­ery­where I go. GoogleMaps is very handy and I use it all the time.

What’s your fa­vorite Chi­nese food?

I love Chi­nese food... my whole fam­ily does in fact. When­ever we have a big cel­e­bra­tion or some­one asks me what I want to have for my birth­day din­ner, I al­ways know the an­swer — tra­di­tional Can­tonese food made by my mother-in-law. She’s an amaz­ing cook and pre­pares dishes that you can’t get in any restau­rant, at least not in the Nether­lands. I could never pick a fa­vorite, be­cause I re­ally do just love it all. I’mget­ting hun­gry just think­ing about it!

Do you cy­cle in China?

I haven’t rid­den a bike in China yet, but it’s some­thing I’d re­ally love to do. Al­though I think I would ap­pre­ci­ate a crash course — no pun in­tended— in the rules for cy­cling in China be­fore I just jump on a bike and go. In fact, I’mgo­ing to add that tomy to-do list for the next time I’mhere.

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