Keeping travelers happy

Online hotel booking company based in the Netherlands puts focus on innovative solutions to boost global expansion, CEO says

Gillian Tans, CEO of Booking.com, possibly understands better than most what travelers expect from a hotel experience.

A global traveler who speaks four languages, she was promoted to the top job at the world's largest online accommodation agency (in terms of rooms per night booked) in April.

Based at the company's Amsterdam headquarters, her team operates in 225 countries and regions and aims to help customers have better and safer vacations.

She recently spoke with China Daily about her company's strategies. The following are edited excerpts.

How would you describe your business in China? As CEO, what strategies will you adopt to expand the business?

In short, Booking.com'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 simple and in many ways 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 (the social media app), 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 their changing tastes and demands?

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

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

What are the opportunities and challenges for Booking.com in China?

Without a doubt, China is one of the most important markets for Booking.com. It's a big opportunity for us to bring more international travelers to the country, and there is an even larger opportunity for us to serve the massive number of increasingly independent Chinese consumers, who want to travel and explore as much of the world as possible.

This is an opportunity and a challenge, as Chinese consumer habits and product design are unique. Product localization has been a primary focus for us since we first arrived in China.

What's your competitive edge?

In contrast with some competitors in China, we stand out in terms of our global reach and offering. Booking.com offers more than 978,000 accommodation options in 224 countries and regions. For our Chinese 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 (a message) to them in Chinese and they'll receive the message in French through our app solutions. You'll also receive their response in Chinese.

How do you work with Ctrip, one of China's biggest travel agencies? Do you share properties on your sites?

Our parent company, Priceline Group (in the United States), is one of the largest shareholders in Ctrip International Ltd, having first invested in 2012. The commercial relationship was expanded in 2014, and again in 2015. Through this strategic partnership, Booking.com lists Ctrip's inventory of accommodation options in China. In return, Ctrip is able to offer its users a wider array of deals through Booking.com.

It's an integral part of our long-term growth strategy to work with a leading online travel company in China, and we expect this relationship to continue to bring value for both of companies - and our customers - for many years.

How can Chinese travelers make better use of Booking.com?

The best tip I have for Chinese consumers is to read reviews from other travelers. On Booking.com, 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 spark my imagination.

You can read what it was like for someone to trek over the tundra to an igloo in Finland to check out the northern lights, or to sleep in a treehouse at an eco-resort in the rainforest in Belize.

Which places in China would you like to take international travelers?

China is an increasingly popular country to visit, but it's also incredibly vast and diverse, with incredible natural beauty, large bustling cities and amazing food. In terms of my goals for international travelers, I'd like to inspire them to explore further and discover some of the more remote destinations in China. This is also on my personal travel bucket list. I really think you could spend an entire lifetime exploring China and never be done.

What's your management style?

My management style is all about empowerment. We've always been proud of the fact we put decision-making responsibilities in the hands of every employee. That has always been our secret to staying agile and flexible. Furthermore, we have a very open culture. I like to sit out on the floor so that everyone can approach with an idea or a question.

The best advice I ever received was to not let success go to my head, or for failure to get to my heart.

How do you juggle work and family?

Being CEO of any large company is all about prioritization. It's an art, and it definitely takes practice. What I've learned is that I need to be present and really in the moment wherever I am. I make sure that the time I'm dedicating to my children 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?

Obviously, I'm a 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. Google Maps is very handy, and I use it all the time.

What sort of accommodation do you prefer when traveling in China? Have you ever made a complaint?

Most of the time, when I'm traveling to China for business, I end up staying at hotels that are close to our local teams or wherever I'm having meetings. So, for me, I'd say it's more about location than about a certain type of accommodation.

I'm a pretty low-maintenance traveler, so I don't really complain a lot. That being said, my absolute biggest pet peeve is having to pay for Wi-Fi at a hotel and then finding out the quality is not good. Having to struggle with a weak or wildly inconsistent signal is torture for me.

What's your favorite Chinese food?

I love Chinese food. My whole family does. Whenever we have a big celebration, or someone asks me what I want to have for my birthday dinner, I always know the answer - Cantonese food made by my mother-in-law (Tans' husband is a native of Hong Kong). She's an amazing cook and prepares dishes that you can't get in any restaurant, at least not in the Netherlands.

wuyiyao@chinadaily.com.cn

(China Daily Africa Weekly 09/16/2016 page31)