Attracting Chinese Guests Using Social Media


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This presentation was developed for hotels, guesthouses and motels looking at attracting Chinese visitors to their properties. The aim of developing your properties Brand within China is to increase the direct bookings and facilitate greater numbers of visitors flows.

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Attracting Chinese Guests Using Social Media

  1. 1. A"rac&ng  Chinese   Guests  Using  Social   Media   October  ,  2013      
  2. 2. The Promise of Chinese Tourists •  It’s  no  secret  that  China’s  economy  con&nues  to  expand,  at  more  than  7%  a  year  even  as   the  global  economy  wobbles  due  to  a  number  of  market  condi&ons.   •  This  con&nued  growth  will  add  to  the  hundreds  of  millions  of  preexis&ng  middle  class   consumers  also  boos&ng  their  levels  of  disposable  income.   •  Chinese  tourists  on  average  spend  approximately  $1000  USD  more  than  overseas   tourists  on  foreign  trips   •  Data  compiled  by  the  United  Na&ons  World  Tourism  Origina&on  showed  that;   –  83  million  Chinese  ci&zens  travelled  abroad  in  2012  and  by  2015,  this  figure  will  top   100  million.   ›  A  1000%  increase  from  2000.   –  Chinese  tourists  spent  $102billion  USD  in  2012,  more  than  any  other  country.      Chinese visitors can bring your property a valuable source of new bookings and opportunity.   Sources: McKinsey - Mapping China’s Middle Class. June 2013. United Nations World Tourism Organisation, April 2013. U.S. Bureau of Industry, Travel and Tourism
  3. 3. Where Chinese Tourists Visit The 10 most popular destinations (summer, 2013) 1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  Hong Kong Phuket Taiwan Bangkok Paris Dubai Macau Seoul Singapore Bali Source: Daodao, Wall Street Journal
  4. 4. When T argeting Chinese Travelers: Think Digital •  Rising  incomes  and  the  prolifera&on  of  smart-­‐everything  has  helped  to  make  China  a   wired  society.   •  There  are  currently  over  591  million  internet  users  in  China,  according  to  the  China   Internet  Network  Informa&on  Center  (CNNIC,  June  2013).   •  That  means  there  are  43  &mes  more  internet  users  in  China  as  there  are  people  living  in   Australia.  91%  of  those  Chinese  ne&zens  visit  social  media  sites,  and  66%  of  those  social   media  users  follow  brands.   •  Increasingly,  the  way  to  reach  Chinese  consumers  of  any  product—be  it  hotels,   computers  or  luxury  purchases—is  through  digital  marke&ng  in  general,  and  social   media  in  par&cular.  
  5. 5. The Chinese Social Media Landscape Social Media is, at its core, a means of communication.     Whether  communica&ng  ideas  to  friends,   consumers  or  internet  at  large,  social  media   enables  individuals  to  make  their  voices  heard   across  the  internet,  across  wireless  networks   and,  increasingly,  across  the  world.   Brands  and  companies  are  increasingly  using   social  media  to  become  a  source  of  trusted  and   highly  prized  informa&on  for  consumers.   In  China,  the  importance  of  social  media  is   amplified  due  to  consumer  mistrust  of   tradi&onal  adver&sing,  the  rapid  prolifera&on   of  internet-­‐enable  devices  and  a  booming   middle  class  who  will  increasingly  shape   product  offerings  for  decades  with  their   preferences  and  habits.   The Chinese social media landscape is unique and substantially different than its Western counterpart.
  6. 6. Social Media is Now Mainstream Marketing •  Social  Media  is  no  longer  the  preserve  of   Silicon  Valley  CEOs  or  uber-­‐hip  20-­‐somethings.   •  Mul&na&onal  hotel  groups,  independent   hotels,  guesthouses  and  motels  are   increasingly  turning  to  social  media  to  be"er   communicate  their  values,  ideas  and  content   to  consumers.   •   “Consumers”  no  longer  just  refers  to  people   or  groups  looking  to  purchase  something.    In   the  world  of  social  media,    “consumers”   include  everyone  from  retail  shoppers  and   interna&onal  travelers  that  simply  want   personal  recommenda&ons  about  where  to   stay.    
  7. 7. Why Western Hoteliers Should Embrace Chinese Social Media •  As  more  Chinese  tourists  travel  abroad,  the  market  will  become  more  fragmented.   Certain  socio-­‐economic  groups  will  favor  certain  des&na&ons  and  hotel  types.  Younger,   white  collar  workers  will  favor  trips  to  South  East  Asia.  Social  media  will  allow  you  to   target  messages  on  specific  demographics.       •  “This  new  genera&on  of  Chinese  outbound  travelers  is  making  their  own  decisions  about   where  to  go,  where  to  stay  and  what  to  do  by  doing  their  own  research  online,  going   beyond  the  old  stereotype  of  big  buses  of  group  tourists.’’  Lily  Cheng,  Managing  Director   of  TripAdvisor,  China     Social media will allow properties to directly talk to Chinese looking for information and recommendations about where to stay. Also, Chinese are very apt about sharing negative experiences about their stay and hotels need to monitor and respond as appropriate.  
  8. 8. Why Should Hoteliers Invest in Chinese Social Media? Chinese Netizens spend 20.5 hours/week online and trust online peer recommendations. Crea&ng  awareness  is   cri&cal,  especially  in   China.  This  is  cri&cal   in  lesser  known  ci&es   and  for  more  niche   property  op&ons  such   as  B&B  or   Guesthouses.   Pos&ng,  sharing  and   referring  interes&ng   and  engaging  content   will  help  to  build  your   follower  base.    Be   sure  to  encourage   “Liking,”  “Sharing”   and  “Repos&ng.”   Source:  China  Internet  Network  Informa&on  Center  (CNNIC),  June  2013.   With  a  solid  follower   and  fan  base,  it   becomes  possible  to   inform,  recruit  and   network  via  social   media.    FAQs  and   Q&As  can  also  be   posted  for  use  by   followers.   Chinese visitors are likely to continue following and engaging with a hotels’ social media accounts once they have been on vacation.
  9. 9. Selecting the Right Platforms •  The  Chinese  social  media   space  is  complex  and  can  be   difficult  to  navigate  without   the  help  of  a  professional   agency.   •  Chinese  social  media   plaoorms  are  best  used  in   conjunc&on  with  each  other,   as  each  major  plaoorm  serves   a  different  purpose  and  can   be  used  to  connect  with   consumers  in  a  different   manner.    
  10. 10. A Look at Chinese Social Media Platforms Plaoorms   Type   Poten&al  Op&ons   Users   Branded  pages       Micro-­‐blogging   Features  such  as  Wei  Ac&vi&es  and  Wei  Magazine   Over  500  million   Page  layout  can  be  changed  to  match  campaign   Branded  pages   Customer  service  possibili&es       Instant  Messaging   SNS   Video  Sharing   Page  layout  can  be  changed  to  match  campaign   Lucky  draws/giveaways   Prac&cal  marke&ng   Branded  pages   Videos  will  be  featured  in  relevant  channels   Ad  availability  throughout   Available  entry  into  branded  zone   Branded  pages       E-­‐Commerce   Offer  verified  products  and  reviews   Gain  valuable  guest  experience  informa&on   Branded  pages   Shows  “related  brands”       Over  300  million   Daily  news/ar&cles  sent   QR  Code   Branded  pages           Keyword  setup  and  auto  response   Visual  Based   Over  170  million   Over  150  million   User  base:  Childless  women   browsing  from  work  and  school   who  have  incomes  over  $30,000   User  base:  Childless  women   Social  Media  Integra&on  to  share  products  online   browsing  from  work  and  school   who  have  incomes  over  $30,000   Shows  products  that  are  available  to  buy      
  11. 11. WeiXin (WeChat): A One-to-One with 300,000,000 Users •  Gain  access  to  the  rapidly  increasing   market  of  300  million  users.   •  Content  can  be  pushed  to  fans  in  one-­‐ to-­‐one  messaging  serng   •  Stored  informa&on  can  be  easily   accessed  via  keyword  search   •  Keyword  setup  and  auto  response   •  Daily  news/ar&cles  sent  to  subscribers   •  QR  Code(s)  can  direct  users  to  landing   pages,  minisites  and  other  social  media   plaoorms;  QR  codes  placed  elsewhere   can  also  drive  users  to  WeChat   accounts.  
  12. 12. Landing Pages and Localized Sites Pos&ng  content  to   Weibo  is  an   effec&ve  way  to   engage  with   tourists,  but  may   not  be  enough  to   a"ract  travelers   on  its  own.   A  custom  designed   and  built  Chinese   language  landing   page  or  minisite  can   be  a  very  effec&ve   means  of  connec&ng   with  travelers  about   overseas  travel.   A  Chinese-­‐ language  site   hosted  on  a   Chinese   domain  will  be   easily   accessible  in   terms  of  both   linguis&c   understanding   and  internet   best  prac&ces.   Chinese-­‐ language   websites  can   be  op&mized   for  search  and   social  media   marke&ng  on   Baidu  (China’s   most  popular   search  engine)   on  Chinese   social  media   plaoorms   respec&vely.  
  13. 13. Going Mobile: The Rise of Smart-Everything in China •  According  to  CNNIC  (June  2013),  China   had  460  million  mobile  web  users  as  of   July  2013.   •  70%  of  new  internet  users  in  China   access  the  internet  via  mobile  device.   •  China  has  over  300  million  3G  users,   meaning  that  roughly  300  smart  devices   across  the  country  are  perpetually   connected  to  the  world  wide  web.   •  Given  the  overwhelming  rates  of  mobile   internet  usage,  any  digital  marke&ng   strategy  must  make  use  of  mobile   plaoorms  with  content  and  messaging   op&mized  for  mobile  use.  
  14. 14. Conclusions •  The  choices  available  to  Chinese  tourists  are  ever  growing,  as  is  the  informa&on   available  to  them.     •  Given  the  online  habits  and  preferences  of  the  Chinese  tourists,  using  social  media  and   targeted  online  campaigns  represent  the  most  effec&ve  means  this  massive  and  growing   target  audience.    Conveying  what  quali&es  your  hotel  has  and  what  you  are  able  to  offer   tourists  will  be  key.  Remember  that  tourists  have  thousands  of  places  they  could  visit  so   you  have  to  stand  out  against  a  great  deal  of  compe&&on.     •  If  you  would  like  to  know  more  about   leveraging  social  media  to  recruit  Chinese   travelers,  or  have  any  ques&ons,  please  do   not  hesitate  to  get  in  contact  with  us.  We   have  years  of  experience  in  this  field  as  well   as  talented,  mul&cultural  and  mul&lingual   staff.   Thank you for reading and be sure to share with your friends, fans and followers.
  15. 15. Contact Us   @digitaljunglecn