Compass Edge wins 2019 CTW Chinese Tourists Welcoming Award in Innovation Category

Since 2004, the CTW Chinese Tourist Welcome Award has been organised by COTRI China Outbound Tourism Research Institute. Evaluated by an international jury of experts including Ctrip, the award is recognised inside and outside China as the most important quality sign for the international Chinese outbound market. Compass Edge was presented with the award during ITB China on May 16th, 2019 in Shanghai, for providing innovative products for the growing Chinese Outbound Tourism market. Other awards recipients include Viking Cruises, Dubai Duty Free, Manchester Airport, Los Angeles Tourism and Convention Board, etc.

According to the Ministry of Culture and Tourism, Chinese tourists made 149.72 million outbound trips in 2018, up 14.7 percent over the previous year, more than half of these trips were outside Greater China regions. Chinese tourists will venture off the beaten path to visit new destinations. A recent report by China Luxury Advisors and Coresight Research saw a surge in independent travelers from 20.7% in 2017 to 26.8% in 2018. This trend will continue in 2019 and beyond.

Compass Edge was founded in 2008, originally just as a reseller of best-of-the-breed hotel online solutions. In 2014, Ms. Anita Chan was appointed CEO of Compass Edge. Recognising Chinese Outbound Tourism especially Free Independent Travel (FIT) is an important uprising trend yet China online market is so complex and fundamentally different from the West, Anita led the company to launch its own Go China Online Branding Solution in 2015 to help overseas hotels to establish a China-Visible strategy. In March 2018, Anita co-founded LN Hotel Alliance with Ling Nan Hospitality, China Southern Airline and GZL Travel Services, a first-of-its-kind Chinese centric loyalty program with 46Million+ loyalty members. Later in 2018, in addition to the digital agency business, Anita transformed Compass Edge to be a technology provider, developing B2B2C WeChat Mini Program solving pain points for both Chinese travelers and overseas tourism and hospitality partners. Compass Edge has successfully implemented over 120 China-Ready strategic projects.

COTRI congratulates Compass Edge for the Silver Award Innovation of the CTW Chinese Tourist Welcome Award 2019. “The award reflects the fact that Compass Edge has for a long time supported hotel companies around the world with innovative services to create satisfied customers and a healthy margin”, says Prof. Dr. Wolfgang Georg Arlt FRGS FRAS, founder and director of COTRI.

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According to Anita, “while most overseas hospitality and tourism companies want a piece of Chinese outbound business, the China market is fundamentally different. It requires deep dive expertise, time and huge money resources to start. Before, it is always a “big boy game” and it is hard for smaller companies to have the same playing field. This pushes me to come up with creative and cost-effective programs like Go China branding solution and WeChat Mini Program to help smaller companies to have the chance to be in game for the China FIT market.” “All these efforts have paid off with the recipient of this CTW Silver Innovation Award,” Anita concluded.

About Compass Edge

Compass Edge is a company offering online solutions to independent hotels. It is a niche service provider offering cost-effective branding solutions for overseas hotels to establish an online presence for the booming Chinese FIT market. Its latest WeChat Mini Program offers solution to solve Chinese travelers pain points and capturing ancillary revenue for hospitality and tourism companies.

About the author

Linda Hohnholz