The 2014 Baidu Travel Media Kit outlines the significant growth of Chinese outbound tourism, with travelers reaching 97.3 million in 2013 and projected to exceed 100 million in 2014, leading global tourism consumption at USD 120 billion. It highlights the consumer preferences of Chinese travelers, emphasizing a strong interest in leisure activities such as sightseeing, dining, and shopping, while outlining the trends in trip planning and travel information sources. Baidu Travel stands out as a leading online platform for travel-related searches and connections among Chinese travelers, capitalizing on extensive digital opportunities to enhance marketing and engagement.

1. Baidu Travel Media Kit 2014
EASE YOUR TRIP!

2. Market
Insights
Overview of
Baidu Travel
Digital
Opportunity
CONTENTS

3. 1. Fast Growth in Chinese Outbound Tourist & Market Scale
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Jan-
March
2014
In 2013, Chinese outbound travellers reached 97.3 Million, with 14 million more travellers than 2012. It was estimated
to break 100 million in 2014. Chinese outbound tourism is still growing and numbers indicate a positive trend.
Chinese outbound tourism consumption hit USD 120 billion in 2013, ranking NO.1 in the world.
Source: China Outbound Tourism Research Institution, 2014; UNWTC
10.5 12.1
16.6
20.2
28.9 31.0
34.5
41.5
45.8 47.5
57.4
70.3
83.2
97.3
112.0
26.4
2014
COTRI
est.
China Outbound Tourism 2000-2014 in million
border-crossings plus CORTI Forecasts 2014.
Sources: COTRI, CTA

4. 2. Chinese Outbound Travellers - Consumer Needs
PLACES OF INTEREST - Where do Chinese travellers fly to?
A larger circle indicates
higher popularity.
TOKYO
OSAKA
SYDNEY
BANGKOK
PHUKET
KUALA LUMPUR
SEOUL
SINGAPORE
TAIPEI
HONOLULU
NEW YORK
VANCOUVER
LAS VEGAS
SAN FRANCISCO
LOS ANGELES
LONDON
PARIS
MILAN
ROME

5. SIGHTSEEING (75%)
is the most popular activity amongst those travelling
for leisure.
DINING (65%)
in second place, demonstrating both how important
food is in Chinese culture.
SHOPPING (51%)
is in third place amongst those travelling for leisure,
as Chinese tourists seek out luxury brands in Europe
and the USA.
BEACHES (37%)
MUSEUM & GALLERIES (22%)
RURAL PURSUITS (17%)
ARTS & CULTURE (12%)
SPORTS (5%)
GAMBLING (5%)
2. Chinese Outbound Travellers - Consumer Needs
POINTS OF INTEREST - When travelling abroad:

6. 3. Chinese Outbound Travellers - Planning and Booking Trends
TRIP PLANNING/BOOKING DURATION
According to Baidu Research Centre, it takes about 24.7 days from the first mind to the point of final conversion.
Source: Leisure Segmentation Study. 2011.
4 in 10 respondents
planned their trip more than 1
month ahead of their planned
travel, compared to only 19%
and 7% who planned their trip
“1-7 days in advance” and “Did
not plan in advance at all”
respectively.
More than a year in advance
7-12 months in advance
4-6 months in advance
1-3 months in advance
8-30 days in advance
1-7 days in advance
did not book in advance
0% 10% 20% 30% 40% 50%

7. 4. Chinese Outbound Travellers - Influencing Channels
BEFORE TRAVELLING DURING TRAVELLING AFTER TRAVELLING
Sharing of travel experiences
through social media is increasingly
popular, especially among the
younger Chinese. More Chinese are
wr i t i n g a b o u t t h e i r t r a v e l
experiences through personal blogs
as well as social media, either real
time during the trip or after the trip.
Online sources are rated as the most
useful source as travellers can obtain
very detailed and comprehensive
review and guidance from other
experienced travellers.
Chinese predominantly turn to
maps that they picked up at the
destination for information. Other
popular sources of information
consulted are tour guides and
online sources via either their
mobile phones or other electronic
devices

8. 4. Chinese Outbound Travellers - Influencing Channels
INFORMATION SOURCES
Talk to friend or family
Share photo/videos face-to-face
Post on social networking site
Blog about it
Send postcard or letter
Email family or friends
Write review on travel website
Others
Does not share overseas
travel experiences
Source: Leisure Segmentation Study. 2011.
72%
47%
45%
35%
22%
17%
12%
1%
0%
Online Sources
Travel Agent
Recommendation
from past visitor
Travel guidebook
Specialist travel
Magazine/Newspaper
68%
54%
47%
34%
32%
Brochures pick up
at destination
Travel guidebooks
Online sources
Tour guide
Maps picked up
at destination
52%
46%
45%
68%
52%
BEFORE TRAVEL
AFTER TRAVEL
CHANNELS USED TO SHARE TRAVEL EXPERIENCES

9. 5. Chinese Outbound Travellers - Online Information Sources
CHANNELS OF OBTAINING INFORMATION
If your customer is online in China, they’re on Baidu !
Source: CNNIC: Chinese traveler’s behaviour 2012
OTA
Vertical website
Hotel & airline website
Travel channel of
portal
Travel Forum
Tourism Board website
Other
78.5%
33.90%
23.70%
19.20%
15.50%
14.20%
12.40%
11.00%
3.90%

10. Market
Insights
Digital
Opportunity
Overview of
Baidu Travel
CONTENTS

11. Baidu.com is the largest Chinese website and Search Engine in the world, which
covers 95% Chinese Internet users and got over 60 billion pages views everyday.
Baidu also reaches the most number of Chinese travellers-over 212 Million, travel
related search queries exceed 9,647 Million every month.
With the advantage of Baidu big data resource, travel.baidu.com was launched in
2011, providing a powerful platform for Chinese Travel Enthusiasts to search, obtain,
and share travel related information throughout their travel.
What is Baidu Travel?

12. #1 First Ranking in baidu.com Organic Search
Travel related keywords can trigger Baidu Travel results show in the First Screen and First Ranking (organic search) in baidu.com.
春节那⾥里好玩
美国游记
泰国攻略⾃自驾游⼗十⼀一旅游
去哪⾥里度蜜⽉月
⾹香港迪斯尼旅游
海岛游
10,000,000 times
Daily triggered search result

13. 97.2 Million
Chinese Outbound Travellers
66.0 Million
68% use Online Sources
42.4 Million
Baidu Reaches over 43% Chinese Outbound Travelers
#2 Large Reach of Travel Enthusiasts
20,000,000
Page views/day
2013 UPDATED FEATURES

14. Baidu Travel:
“Help you to reach the
Largest Audience
with Least cost!”
Southern Metropolitan
Daily newspaper
Chinese National
Geography magazine
TV SHOW Beijing Airport T2
Duty Free Area
Baidu
Pay for media
cost (RMB)
1600
1200
800
400
0
1600
685
98 60
50
#3 Lowest Cost for Reach
SPECTRUM OF COST: CPM-COST PER 1,000 UNIQUE READERS OR IMPRESSION

15. #4 Whole Chain Marketing
Baidu Travel has 7 Channels to influencing audience making travel decision, including:
Homepage, Destination, Travel Note, Picture Album, Travel Plan, Shopping Mall, Promotion.
BEFORE TRAVELLING DURING TRAVELLING AFTER TRAVELLING
Write review on Baidu Travel
Blog about it
Post on social networking site
Share photo
Recommendation from past visitor
Download Travel Guidebook
Specialist travel magazine or newspaper
See downloaded PDF
Online guides
Tour Guide
Digital Maps

16. Best Trip Advisor Active Travel
“Unbiased destination reviews,
photos and travel advices for
trips and vacations”
“High quality content generated
by travel professionals.
Venturing Somewhere New?
Be Inspired By Baidu Travel!”
“See suggestions &
recommended sights with
pictures posted by past
travellers. And share your own
travel experience!”
“View the latest range of
Travel information for various
mobile devices”
Professional
Generated Content
Social Media
Mobile Camp
Baidu Travel - Positioning
CHINA TRIP ADVISOR TO EASE YOUR TRIP

17. Baidu Travel - Positioning
BEST TRIP ADVISOR - Wide coverage of travel related information
Suggested Schedule
Place of interest
Food & Hotel
Transportation
Activity & Festival
Q&A + Tips

18. Check high quality destination pictures
selected by editors
Baidu Travel - Positioning
PROFESSIONAL-GENERATED CONTENT
See travel Guru’s comments
Off-line Travel Guide
in PDF version.

19. Baidu Travel - Positioning
ACTIVE TRAVEL SOCIAL MEDIA
Prize Promotion
Easy to navigate
Share pictures, articles & comments
Personal Homepage V Certificate

20. Baidu Travel - Positioning
MOBILE CAMP
As of May 2014, The number of downloads via mobile devices
exceeded 40 Million.
Time spent on Baidu Travel app made up 30% of total time
spent on Baidu Travel services (PC+App)
The monthly unique visitors of Baidu Travel app approximated 6
Million in Apr.
30,000,000
Registered Users
7,000,000
Active Visitors

21. Comments
1,000,000
Travel Guide
PDF Downloaded
100 Million
Daily Triggered
search Result
10 Million
Page views/day
20 Million
APP
Unique Users
6 Million
APP
Download
60,000 40 Million
High Quality Pictures
& Travel Notes
10 Million
Destinations
Baidu Travel - Performance
OUTSTANDING PERFORMANCE

22. EVENT PROMOTION in 25 place of
Interest(4A) in China
Offline activities including encourage travellers to
download Baidu Travel APP to win prize
TV EXPOSURE
During 2014 International Labour Day, CCTV-1《东⽅方
时空》、《晚间新闻》report Baidu travel big data；
CCTV NEWS《朝闻天下》、《新闻直播间》；
May,2014，Hubei TV report Baidu Travel related
information
PHOTO EXHIBITION
“宝岛拾光”- the Light of Taiwan
China Travel Exhibition
3m x 3m Baidu Travel exhibition stage,
brochure/poster distribution, Baidu Travel prize
Strawberry Music Festival
Baidu Travel plays during the festival;
Baidu Travel Brochure distribution
Baidu Travel - Strategy
OTO MARKETING STRATEGY

23. Monthly Personal Income 8,114
RMB
Monthly credit card consumption
is almost twice as much as the
general online users’
The average car ownership for
existing users is 1.4, the average
price is 230 thousand RMB
Domestic travel users on avg.
have traveled 4.7 times in the
last 12 months
Outbound travel users on avg.
have traveled 5.4 times in the
last 12 months
9,447 RMB average expenditure
in each trip
Young
Elite
Data source: Baidu Travel Survey, Nov. 2013. The data
is based on the travel behaviour of 1,313 survey participants.
Affluent
60% plan to make at least 1 intl.
trip in the next 12 months
58% claim to be fluent or
proficient in English
62.5% owns a bachelor degree
and above
Well
Traveled
Baidu Travel
AUDIENCE DEMOGRAPHICS

24. Market
Insights
Overview of
Baidu Travel
Digital
Opportunity
CONTENTS

25. Brand Awareness
Deep Coverage
Interact with
Audience
Increase Sales
& Conversion
BRAND
DIRECT
RESPONSE
OPPORTUNITIES
Banner Standard
display
Impactful
display
Interactive
Campaign
Theme
Package
Sec-killing
Activity
Q&A
Activity
Destination Package
Destination Official
Experience Pavilion
Mobile
APP Development
and Maintenance
Digital Opportunities

26. SOV:
100%
Price Range(CPT):
1,370 – 684,933 RMB
Imp.
30,000 - 6,100,000
Homepage Travel Plan
Shopping Mall
Picture Album
Promotion
Travel Note Detail Page
Destination Details Page
Digital Opportunities
BANNER OPPORTUNITY
Baidu Travel offers 15 banners including Standard
Display and Impactful Display(Geo-Targeting) across 7
channels, details as below (Geographic targeting - within
website):

27. Integrated Marketing Plan Opportunity
INTERACTIVE PACKAGE
Theme Package
Sec-killing Activity
Q&A Activity
Destination Official Experience Pavilion
APP Development and Maintenance
Price Range(CPT):
1,200,000 – 2,400,000 RMB
Estimated Reach:
8 Million - 16 Million

28. Interactive Package
THEME PAGE
Baidu Travel will develop a special designed theme page for client.
Activity Period:
30 Days
Benefits:
Suitable for clients who
focus on increasing
brand awareness

29. Interactive Package
Q&A ACTIVITY
Baidu Travel will develop a Mini-site to promote and
implement the said activity.
Activity Period:
30 Days
Benefits:
High interaction with potential clients
Direct link to clients website
Q&A Game Mechanics
Get a chance to win big prize by answer
questions. For some questions, participants
can only get right answers by download the
APP. Get it started and win big prize!
Top Banner
General introduction of
Destination and game rules
Win prize
Destination related
questions with tips.
Tips will show instructions
to get right answers. Such
as direct link to client’s
landing page; Download
APP etc
Activity promotion in SNS

30. Interactive Package
SEC-KILLING ACTIVITY
Baidu Travel will develop a Mini-site to promote and
implement the said activity.
Activity Period:
30 Days
Benefits:
High interaction with potential clients
Sharing is a natural experience for users
in these channels
Q&A Game Mechanics
Get a chance to win free prize if you
successfully be the very first few participants.
Top Banner
General introduction of
Destination/Prize/Service
and game rules
Warm-up and count down
before the game start
Activity promotion in SNS

31. Destination Package
TOURISM BOARD
Content Basic
Destination Official Experience Pavillion Design & Development 1 Package
Homepage Top Banner - R1 4 Days
Homepage - Travel Note - R2 7 Days
Homepage - Suggestion Destination (Top.1) - R3 7 Days
Destination Top Suggestion (Top.1) - R4 7 Days
Hao123 Travel Homepage Banner - R5 7 Days
Hao123 Travel Homepage Destination Top 1 Position promotion - R6 7 Days
Hao123 Travel Homepage Hot Destination Suggestion - R7 7 Days
3 Video Ad in landing page 6 month / 1 year
Package Price (1 year) ￥2,000,000
Package Price (6 month) ￥1,500,000
Top Suggestions
Articles about
destination

32. High Quality Guideline
production
Obvious Download Icon
Video display about the
destination
Logo Display
Destination Package
OFFICIAL DESTINATION PAGE SHOWCASE
Special designed page
for introduction of
destination
Banner Promotion for
Q&A Activity

33. Content Basic Advance Premier
APP Development Package
Official APP Development (iOS)
Official APP Development (Android)
APP Uploading and maintenance (Android & iOS)
Technical Support
Basic online promotion*
Customized APP development & online promotion**
Price ￥1,200,000 ￥1,700,000 TBC

34. APP Development Package
To design, develop and maintain official APP by Baidu IT talents
Under common theme “Let’s go XXX” - United & high quality
Launch in iTunes and 20+ China mainstream Android App Market
Allocate Baidu quality channel resources for publicity and promotion

35. Appendix 1

36. Top Banner ( 720 x 250 )
A1
Banner-Right side ( 240 x 70 )
A2 A4 A5 A6
Leaderboard ( 720 x 90 )
A3
Perfect ad placement to target
the most suitable audience for
different brand advertisers.
Direct link to advertiser's
landing page
Homepage
Standard Display - Brand Awareness
HOMEPAGE BANNERS

37. Supersize Leaderboard ( 980 x 90 )
J1 S1 H1
Leaderboard ( 720 x 90 )
G1
Available in 4 channels’ homepage
ONLY ad place
Eye-catching format
Direct link to advertiser's landing
page
Travel Plan Destination
Picture Album Travel Guide
Standard Display - Brand Awareness
CHANNEL BANNERS

38. Standard Display - Brand Awareness
CHANNEL BANNERS
Leaderboard ( 720 x 90 ) P1
All pictures on website will link to
Picture Album Details page
ONLY Ad place under all display
pictures
LARGEST impression among all
standard display
Picture Album
Promotion
Promotion ( 720 x 250 ) T1
ONLY ad place
Eye-catching format
Direct link to advertiser's landing
page

39. Impactful Display - Increasing Traffic
GEO-TARGETING BANNERS (*Geographic targeting - within website)
Square ( 260 x 260 )
Banner ( 260 x 130 )
D2 D3
D1 N1
High-value customer targeted advertising
Ads can be display on specific destination/
Travel Note details page:
Global ( Whole countries)
Country (whole cities)
City (whole sight spot )
Largest display with high volume of exposures
N1 is the ONLY ad space in travel note details
page
Destination Details Page
Travel Note Details Page

40. Combining the display ads these options creates a synergy
to enhance the awareness of the campaign discreetly as
well as giving longer sustenance to the effectiveness of
the campaign.
*14 Million Exposure
**700,000 Unique Visitor
Theme Package - Deep Coverage
BRANDING PACKAGE
Full-Screen
Skinner
Word-of-mouth
Solutions
SNS
Mini-site Design
& Development
Banners
Promotion
EDM Marketing

41. Sec-Killing Activity - Interact with audience
INTERACTIVE CAMPAIGN
Encourage users to participate said activity, to win real
product sponsored by advertisers. Constant exposure of
products, interact with audience. Warm-up and
promotion under the support of high quality resources.
* Over 8 Million reach
**200,000+ Participants
Full-Screen
Skinner
Word-of-mouth
Solutions
SNS
Mini-site Design
& Development
Banners
Promotion
EDM Marketing
Activity
Coordinate

42. Q&A Activity - Interact with audience
INTERACTIVE CAMPAIGN
Encourage users to answer questions which customised by advertisers.
Influence audiences with the knowledge of product in questions. Support
direct link to advertiser website while answering questions. Points award
after answering questions, which can exchange real products in Mall.
* Over 9 Million reach
**300,000+ Participants
Full-Screen
Skinner
Word-of-mouth
Solutions
SNS
Floating Ad
Promotion
Mini-site Design
& Development
Banners
Promotion
EDM Marketing
Activity
Coordinate

43. Destination Official Experience Pavilion - Deep Coverage
BRANDING PACKAGE
Develop special designed destination page in Baidu travel
and Hao123 Travel. From a travel expert/editor point of view,
share the experience of the most Hot topic to implant the
destination information.
* Over 16 Million Exposure
**900,000 Unique Visitor
Full-Screen
Skinner
Word-of-mouth
Solutions
Hot Travel Note
Recommendation
Destination Channel
Advertorial
Mini-site Design
& Development
Banners
Promotion
Hot Destination
Recommendation
Hot Picture
Recommendation

44. Mini-site Design & Development & Full-screen skinner
Mini-site customised according to client
requirement.
High visual quality pages ensured by senior visual
designer.
Full Screen Skinner perfect for High exposure,
High impact, High profile brands

45. Banners Promotion
Seven high exposure banner entrance within
the Website, including:
Homepage Top-Right Corner Promotion
Homepage Banner - Right Side A2/A4/A5/A6
Impactful display – Destination channel - D1/D2/D3
Impactful display – Travel Note channel – N1
Maximum Exposure
Homepage Top Right Destination
Homepage
Banner
Travel Note

46. Word-of-mouth Solutions
Soft Promotion: From a travel expert/editor point of view,
share the experience of the most ‘Hot’ topic to implant the
brand’s information
Basing on client’s objective, with editor’s agreement content
can be crafted to integrate client’s content in the most
unbiased and discreet manner
Influence from neutral point of view hence creating great
users’ trust
Content-rich options
Hot Travel Note
Recommendation
Destination Channel
Advertorial
Hot Destination
Recommendation
Hot Picture
Recommendation
Top Suggestion
Article

47. Floating Ad Promotion
The ONLY ad unit of this kind and available on Baidu
Travel whole website
Floating ad on whole website is an unique form of ad
exclusively initiated by Baidu Travel
The floating ad could more easily attract TA’s attention
and strengthen the interaction with users.

48. SNS
BAIDU TRAVEL WEIBO
Baidu Travel Weibo has one of the biggest fan base
among the travel sites in China
Baidu Travel Weibo has up to 1,021,000 fans and still
growing aggressively consistently
Attractive offers or campaigns with attractive
incentives are perfect in this placement as word-of-mouth
impact is easily created with one ‘click’ of the
‘forward’ button by users

49. Activity Coordinate
INTERACTIVE CAMPAIGN
Interactive campaigns can be created in marketing plan
to create the most viral, word of mouth campaign to
support advertisers.
React to user’s action for engagement
Warm-up and promotion under the support of high
quality resources provided by Baidu
Sharing is a natural experience for users in these
channels

50. Appendix II
German Tourism Board

51. Package chosen by German Tourism Board
Content Premier
APP Development & Promotion 1 Package
Destination Official Experience Pavilion
(for promote destination) 1 Package
Q&A Game Design & Coordinate
(for promote activity) 1 Package
Promotion Strategy & Items in Baidu Travel Website Premier
Impactful Banner- Destination Details Page - D1/D2/D3 7 Days
Impactful Banner- Travel Note Details Page- N1 7 Days
Homepage Banner - Right Side - A4/A5/A6 7 Days
Destination Page Banner- S1 7 Days
Guideline Channel Banner - G1 7 Days
Picture Album Homepage- H1 7 Days
Whole Site Top-Right Corner Banner 3 Days
Message Center Notification 3 Days
Whole Site-Balloon Promotion right side 3 Days
Other Promotion Strategy
China Major APP Market Promotion

52. Elegant & Exquisite APPs
LET’S GO GERMANY
Suggested
Schedule
Place of
Interest
Food and
Hotel
Transportation Activity and
Festival Q&A + Tips

53. Elegant & Exquisite APPs
LET’S GO GERMANY
No.1 Ranking
On the 1st day of launch, ranked No. 1 in App Store when searched
“Germany” Best Choice by Audience!
App Store Top Recommendation
Recommended by App Store for its high quality and popularity Build
Premier Image for Destination!
100,000+ Download
During APP promotion period, more than 100,000 times download
and is still increasing substantially Over 8,000 outbound tourists
use this APP during their trip!

54. Theme Page
PANORAMIC VIEW OF GERMANY
200,000 Traffic
During promotion period, 200,000+ traffic went to German National
Tourist Board official website. It shows the superb diversion
capability
800,000 Exposure
Accumulated visits of feature page has amounted to more than
800,000 times, allowing to accurately expose the German travel
brand to the highly sensitive population

55. Q&A Activity
50,000 Participant
Participants of online activities has exceeded 50,000, frequently
hitting the potential tourists in a short term
1,500,000 Exposure
Exposed German travelling topic has overrun 1,500,000, among
which there are massive customisation information
1,000,000 Traffic
Traffic diversion to official website of the German National Tourist
Board amounts exceed 1,000,000 during activities, which shows its
superb diversion capability

56. Thank you!