A research report about the tourism market in China to better understand their online behaviours

1. CHINESE TOURIST
BEHAVIOURS
TOWARDS
ONLINE TRAVEL PLANNING
1
?

2. AGENDA
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1. FACTSAND FIGURES
2. ONLINE TRAVELAGENCIES
3. SEARCH ENGINES
4. SOCIAL MEDIA
5. NEWS CHANNEL
6. MOBILE PAYMENT

3. - Chinese people mainly use
travel websites and social
media to plan their trips
abroad.
- They also use the services of
agencies to plan their trips.
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A - FACTS AND FIGURES

4. HOW CHINESE PEOPLE PLAN
FOR THEIR TRAVELLING TRIP
Mainlyutilizethedigitalplatforms for planningandbookings
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Inspiration / Recognition
- WeChat: posts from official
account or images from their
friends
- Weibo:the forums,
conversationsbetweenKOLs
- Livestream and short video
apps: travelling viral videos,
livestream from KOLs or
users
Search
- Baidu: searchforinformation,the
sameasGoogle
- WeChat, Weibo:details from
official accounts
- Mafengwo, Qyer: tips, reviews
from users
- Ctrip, Qunar, eLong: flight tickets
and accommodation details
Booking
- Ctrip, Qunar, eLong: flight tickets
and accommodation details
- Mafengwo, Qyer: book tours,
trip activities
- Taobao (the largeste-commerce
in China):flight tickets and
accommodation details, visa tips,
etc

5. Chinese people have two
biggest and long-term
holidays and they often
travel on these
occasions:
- Lunar New Year
- National Day (1st October)
=> Enhance promotions on
this occasion for
Chinese visitors.
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6. B –ONLINE TRAVEL AGENCIES(OTA)
- Well-known Online Travel Agents:
(Websites to book flight tickets, accommodation, tours
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•
•
•
Ctrip (http://www.ctrip.com/)
Qunar (https://www.qunar.com/ )
Elong (http://www.elong.net/ )
 Run bannersand otheradvertisements,embed
hotel’swebsitelink in tour offers
 Be partnerships with national travel
agents in China to put hotel’s services in
their tour packages

7. *Websites to book flight tickets, accommodation, tours with reviews from
users:
• Qyer (http://www.qyer.com/ ),
• Mafengwo (https://www.mafengwo.cn/ ),
• Trip Advisor China (http://www.daodao.com/)
 Seedings in order that potential Chinese visitors recognize hotel’s
image / specials, compared to other competitors
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8. C –SEARCH ENGINES
a) Search engine
- Baidu https://www.baidu.com/ (77% market share vs 10% of GG China)
- Sogou https://www.sogou.com/
 Run ads and SEO
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9. D –SOCIAL MEDIA
- Top social media in China:
• WeChat (thesameasZalo)
• Qzone (SocialNetwork)
• Youku (the sameasyoutube)
• Weibo (SocialNetwork)
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10. WeChat integrated message application:
Apart from messages, video calls, users
can book taxi, air ticket, hotel, pay
movie tickets, pay coffee, ... via WeChat
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- Create an "official account“ for businesses access
 Chinese users:
 Update information
 Share link
 Introducing campaigns
- Customer care
- Connect with OTAs to design tours, booking hotels
because it has connection with Wechat e-wallet.
- Create lots of WOM (word-of-mouth) positively on
Wechat because Chinese people rely mainly on
personal advices.
 Create campaigns to encourage Chinese tourists
to share their photos and experiences at your hotel
on Wechat's Moments
MESSAGE APPLICATION
INTEGRATED

11. - Use KOL (travel diaries, vlog, ...)
- Tips for creating compelling posts on
WeChat:
 Beautiful picture
 There are practical tips on travel
 No content linked to facebook or
twitter
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 Use WeChat to reach Trung customers, especially young people is an effective and
cost-effective alternative to create a website with a .cn domain name.
- Create mini-program (a form of
app supported in WeChat
ecosystem) to support official
account.
- Use video (according to Mafengwo,
42% of Chinese generation are
inspired to travel after watching the
attractive videos)

12. VIDEO APPLICATIONS
Short video has become a very popular trend in
China, especially for the Z generation (between 9x
and later).
=> Use short video to market a brand
Effective method to reach young customers
Chinese version of YouTube,
usually use for professional
long videos
Kuaishou Miaopai
Meipai Douyin
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Popular short video vàlive streaming applications

13. - Create an official account on short video
applications
- Regularly update the short clips introducing your
hotel with creative and interesting contents,
suitable for young people.
- Take advantage of KOLs for campaign promotion.
CASE STUDY: DISNEYLAND SHANGHAI
- Campaign launched on Meipai encourages users
to post short videos of fun moments at
Disneyland Shanghai with hashtag
#themostbeautifulmomentindisneyshanghai.
randomly select users to give free gifts and
tickets.
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14. TRAVEL WEBSITE
TripShow: a travel app for Chinese
people, working by collecting images,
information, reviews from various
sources on a website to "inspire"
people to travel.
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According to statistics, Chinese people are
often "inspired" to travel when they see
beautiful images => TripShow helps gather
images from multiple sources to one place
and allows company custom albums by own
theme.
RECOMMENDATION
- Create albums on TripShow
- User-contributed image management
(automatically created by TripShow
mechanism) on your album
- Participate in user discussions, keep
relationships with old customers, create
relationships with potential customers
- Organize loyalty programs to award active
users -> create brand recognition

15. E–NEWS CHANNEL
- Run ads and PR articles on
these Chinese news site.
- Example: Toutiao - use AI
to suggest news, videos,
advertisements that users
find interesting -> easy to
reach the right customers
who are interested in
tourism.https://www.toutia
o.com/
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16. F–MOBILEPAYMENT
- in China, payment via e-wallet, phone
applications (Alipay, Wechat, ...) are very
popular
 Put these applications into payment
methods for Chinese visitors
- When accepting electronic payments,
the application will create a "store" to
help share basic information, location, ...
 Application will suggest electronic
payment acceptance location when tourists
search / use app
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17. T H AN K Y OU
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