Wendy Wu Tours founder Wendy Wu joined our group for dinner in Xi’an, where her company is headquartered. After building markets in Australia and the United Kingdom, she began selling China to Americans about five years ago. She made these observations about the American market to me after dinner:
“Americans like shorter tours: 10 days or so. Australians will do 14 to 16 days, but they travel harder than Americans do. Brits are reserved, but Americans are positive and outgoing. They want the best in class. They want inside access.
“Our brochure is still important, but we have to customize it for Americans. They want to do something their friends haven’t done. We’ve already had some people do four or five different trips from America now.”