Chinese outbound travel is growing rapidly due to rising incomes, easier travel processes, and a desire for status. More Chinese travelers now seek in-depth experiences over packaged tours. They are influenced by digital marketing and social media, and prefer destinations with Chinese-friendly amenities. China has over 450 million internet users and 800 million mobile users, and its consumers are highly engaged online. Local social media dominates due to government controls.
Mekong Moments is a globally unique visual consumer marketing and travel inspirational platform that collaboratively promotes the GMS and drives sales to individual businesses through social commerce while creating awareness of sustainable travel. Businesses encourage their stakeholders to share their experiences via social media and aggregate the content to MekongMoments.com.
The Mekong Innovative Startup Tourism Initiative (MIST) aims to support innovative new travel & tourism-related ventures in the developing destinations and source markets of Cambodia, Laos, Myanmar, and Vietnam (CLMV). MIST will mentor new ventures, provide support and guidance, and match them with suitable investors. - See more at: http://www.mekongtourism.org/mist and www.mist.asia
Mekong tourism industry engagement presentation feb 2016 jens thraenhartDr Jens Thraenhart
Mekong Tourism launches programs to engage and collaborate with the tourism industry in order to work together to promote the Greater Mekong Subregion as a single tourism destination.
DIGITAL INNOVATION ASIA CONFERENCE & AWARDS BANGKOK JUNE 2014Dr Jens Thraenhart
The E-Tourism Asia Boot-Camp will provide hands-on practical training for the travel and tourism industry in the areas of digital marketing trends, social media, mobile, distribution, search, influencer marketing, and China digital marketing.
Leveraging digital, social, and mobile to drive PROFITABILITY for your business – from small to large, restaurant to hotel, retail store to tourism organization, travel agency to airline – the digital landscape has transformed how we do business today, and more importantly, it has changed how consumers research, make decisions, and purchase. The E-Tourism Asia Boot-Camp is focused on hands-practical content that will help your business to be relevant to today’s consumer.
VISIT: http://www.diasiaevents.com/events/e-tourism-asia/
Agenda: Digital Innovation Asia 2013 - June 10-12, 2013 - BangkokDr Jens Thraenhart
Digital Innovation Conference for Travel, Tourism, and Hospitality.
Top 6 Reasons to Attend Digital Innovation Asia:
1. Connect with top bloggers to tell your story
2. Understand the complex chinese social media landscape to attract affluent chinese consumers
3. Get inspired by the latest trends in digital marketing to innovate your business
4. Celebrate the most innovative digital work in travel and tourism in Asia
5. Meet industry leaders and connect and network with peers
6. Great deal - 3 events for less than $300, and including Blogger Match-Up for less than $500
As China's newest travel website, Tripshow.com serves the new and socially engaged Chinese tourists. With Tripshow.com, travel brands have the ability to engage visually with Chinese travelers to build brand awareness, while travelers can engage with brands to get inspired about destinations and experiences and plan their trips.
- Inspirational Trip Planning Tool
- Engagement & Communication Platform
- Online Campaigns & Contests
- Social CRM & Consumer Insights
- Call to action integration
- SinaWeibo Visual Marketing Application
- Compatible with PC, Mac & Mobile Devices
- Social & Inspirational
- Viral marketing platform
www. DragonTrail.com / www.TripShow.com / www.ChinaTravelTrends.com
Summary report of the first PATA Responsible Tourism Forum in Beijing in December 2011. For more information please visit http://www.pata.org/press/successful-pata-china-responsible-tourism-forum-goes-annual1
Dragon Trail is the leading travel technology and digital marketing company in China that helps international travel and tourism organizations connect to Chinese consumers.
Dragon Trail leverages the internet and social media in China to spread brand messages of our clients, and help our clients execute results-driven digital marketing campaigns. Dragon Trail does not replace travel agencies, either online or offline, for travel bookings. Instead, we help our clients increase brand awareness in China by generating buzz about their products and services using online influencer marketing and social media campaigns.
Dragon Trail develops and licenses proprietary technologies for the travel industry, including trip planning, group travel portals, hotel and flight search applications, social media applications, mobile applications and e-Learning systems. These technologies enable travel companies to engage Chinese consumers and the Chinese travel trade alike.
Dragon Trail, registered in Beijing with offices in Beijing and Shanghai, was founded by leading experts in the business use of social media, e-marketing, revenue management and online travel distribution from North America, Europe and China. Dragon Trail also publishes industry news and analysis web site ChinaTravelTrends.com.
The competition for Chinese travelers is ever increasing and is expected to continue to be so in the coming years, it is vitally important for companies serious about the China market to start build and grow a solid online presence in China today. And we are here to help you.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Mekong Moments is a globally unique visual consumer marketing and travel inspirational platform that collaboratively promotes the GMS and drives sales to individual businesses through social commerce while creating awareness of sustainable travel. Businesses encourage their stakeholders to share their experiences via social media and aggregate the content to MekongMoments.com.
The Mekong Innovative Startup Tourism Initiative (MIST) aims to support innovative new travel & tourism-related ventures in the developing destinations and source markets of Cambodia, Laos, Myanmar, and Vietnam (CLMV). MIST will mentor new ventures, provide support and guidance, and match them with suitable investors. - See more at: http://www.mekongtourism.org/mist and www.mist.asia
Mekong tourism industry engagement presentation feb 2016 jens thraenhartDr Jens Thraenhart
Mekong Tourism launches programs to engage and collaborate with the tourism industry in order to work together to promote the Greater Mekong Subregion as a single tourism destination.
DIGITAL INNOVATION ASIA CONFERENCE & AWARDS BANGKOK JUNE 2014Dr Jens Thraenhart
The E-Tourism Asia Boot-Camp will provide hands-on practical training for the travel and tourism industry in the areas of digital marketing trends, social media, mobile, distribution, search, influencer marketing, and China digital marketing.
Leveraging digital, social, and mobile to drive PROFITABILITY for your business – from small to large, restaurant to hotel, retail store to tourism organization, travel agency to airline – the digital landscape has transformed how we do business today, and more importantly, it has changed how consumers research, make decisions, and purchase. The E-Tourism Asia Boot-Camp is focused on hands-practical content that will help your business to be relevant to today’s consumer.
VISIT: http://www.diasiaevents.com/events/e-tourism-asia/
Agenda: Digital Innovation Asia 2013 - June 10-12, 2013 - BangkokDr Jens Thraenhart
Digital Innovation Conference for Travel, Tourism, and Hospitality.
Top 6 Reasons to Attend Digital Innovation Asia:
1. Connect with top bloggers to tell your story
2. Understand the complex chinese social media landscape to attract affluent chinese consumers
3. Get inspired by the latest trends in digital marketing to innovate your business
4. Celebrate the most innovative digital work in travel and tourism in Asia
5. Meet industry leaders and connect and network with peers
6. Great deal - 3 events for less than $300, and including Blogger Match-Up for less than $500
As China's newest travel website, Tripshow.com serves the new and socially engaged Chinese tourists. With Tripshow.com, travel brands have the ability to engage visually with Chinese travelers to build brand awareness, while travelers can engage with brands to get inspired about destinations and experiences and plan their trips.
- Inspirational Trip Planning Tool
- Engagement & Communication Platform
- Online Campaigns & Contests
- Social CRM & Consumer Insights
- Call to action integration
- SinaWeibo Visual Marketing Application
- Compatible with PC, Mac & Mobile Devices
- Social & Inspirational
- Viral marketing platform
www. DragonTrail.com / www.TripShow.com / www.ChinaTravelTrends.com
Summary report of the first PATA Responsible Tourism Forum in Beijing in December 2011. For more information please visit http://www.pata.org/press/successful-pata-china-responsible-tourism-forum-goes-annual1
Dragon Trail is the leading travel technology and digital marketing company in China that helps international travel and tourism organizations connect to Chinese consumers.
Dragon Trail leverages the internet and social media in China to spread brand messages of our clients, and help our clients execute results-driven digital marketing campaigns. Dragon Trail does not replace travel agencies, either online or offline, for travel bookings. Instead, we help our clients increase brand awareness in China by generating buzz about their products and services using online influencer marketing and social media campaigns.
Dragon Trail develops and licenses proprietary technologies for the travel industry, including trip planning, group travel portals, hotel and flight search applications, social media applications, mobile applications and e-Learning systems. These technologies enable travel companies to engage Chinese consumers and the Chinese travel trade alike.
Dragon Trail, registered in Beijing with offices in Beijing and Shanghai, was founded by leading experts in the business use of social media, e-marketing, revenue management and online travel distribution from North America, Europe and China. Dragon Trail also publishes industry news and analysis web site ChinaTravelTrends.com.
The competition for Chinese travelers is ever increasing and is expected to continue to be so in the coming years, it is vitally important for companies serious about the China market to start build and grow a solid online presence in China today. And we are here to help you.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
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3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
2. REACH & CONNECT
WITH AFFLUENT
CHINESE CONSUMERS
BY LEVERAGING DIGITAL
MARKETING, TECHNOLOGY
AND SOCIAL MEDIA TO
INCREASE BRAND AWARENESS
AND GENERATE DEMAND
3. Travel Motivation
• Rising Incomes
China Outbound Travel •
•
Easier to get visas, hard
currency and passports
Travelling abroad for
business and education
Total Outbound Travel 40,891.4 10,000 inspires them to return to
40,000 Total Long-haul Travel the same destinations for
leisure
• Travel (especially to
8,000 Europe) as a status symbol
30,000 • In-depth travel is becoming
more popular than multi-
25,330.9
country packages
6,000 • Status, novelty, culture,
4,808.4 shopping, time, cost, food
20,000
4,000 Travel Needs
3,151.4
11,174.0 • Safety of a destination
• Ease of getting a visa
10,000
5,643.2 2,000
• Other factors:
-Natural Scenic Beauty
1,834.7
-Well-known landmarks
1,216.2
-Friendly local people
0 0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007p 2008f 2009f 2010f 2011f
But…
• Good Chinese food not
always available
Data from China National Tourism Office and Global Insight – Global Travel Navigator May 2008 • Quality level not according
to Chinese expectations
3
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
4. China Internet Facts
456 Million Internet Users equals 32% penetration in China
(USA has over 80 % penetration) ; 150 Mill new users in 2009;
equals 330,000 new users per day or 14,000 per hour
4
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
5. China Internet Facts
800 Million Mobile Users -
30 Million people access the Internet
only on their mobile phones
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
6. China Outbound Tourism 2010:
Greater interest in in-depth travels by Chinese travellers:
depth
• The survey of the China Tourism Academy
2009/2010 shows that Chinese tour operators are
increasing their range of products, meeting
,
the growing demand for more sophisticated
travel offers from Chinese customers.
• Niche market and special interest products
gain opportunities to attract Chinese visitors
visitors.
Published in cooperation with the China Tourism Academy (CTA)
and the China Outbound Tourism Research Institute (COTRI)
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
7. Online Travel Research in China
Source: Nielsen, 2009
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
8. CHINA’S CONSUMERS
China’s Elite and nouveau riche: In China
more than 400 million people live on less than
$2 a day but there is an emerging and fast growing
elite class which shops at Armani, Gucci, Cartier,
Ferrari, Bentley, and Hugo Boss. These are the high
brand-conscious and prestige-oriented Chinese
consumer segments who like to indulge in
conspicuous consumption.
China’s Generation Y: Success-driven, educated,
driven,
information savvy and surprisingly loyal to Chinese
values and culture but also open to Western ideas.
They are good candidates for Western brands and are
fashion-conscious.
Trendy, Perfectionist Consumers: These are
predominantly females who love to shop and
associate foreign brands with quality and style.
Traditional, Pragmatic Consumers: They
don’t like to shop much and basically look for
products based on price and not style. Predominantly
male consumers and generally go for less expensive
local brands rather than expensive or stylish foreign
brands.
17. China’s digital media landscape
is dominated by local players.
Government censorship Local players appeal
to domestic users
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
19. CHINA SOCIAL MEDIA DOMINATES THE US:
Chinese netizens are more engaged in creating/sharing content
Source: New 2008 Social Technographics data Source: Chinese Social Technographics Revealed,
reveals rapid growth in adoption, 2008/10/20 2009/01/23
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
20. Chinese Online Participation and
Engagement is more vibrant than in the West
Source: CIC Watch, 2008
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
21. The Power of the Internet Community in China:
Redefining the Brand/Consumer Relationship
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
22. “Social Media is the most
influential communications
medium in modern China”
Two-thirds of surveyed public affairs executives –
thirds
Edelman Media Influence Survey, November 2009
28. Case Study: Canadian Rockies Social Media Contest
• No advertising (paid search, banner advertising, print)
• Promotion via Chinese Social Media only
• 90 % Viral Spread (over 90% of people who registered on were invited to join by their
friends who had already signed up). Registrations including name, email, mobile
phone)
200,000
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
Registrations
Visits
20,000
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
40. December 2010 - January 2011
DRAGONTRAIL.COM
DRAGONTRAIL.COM -
- CHINATRAVELTRENDS.COM
CHINATRAVEL TRENDS.COM
41. Travel Alberta (Canada)
Strategy:
- Portal for big Tourist Boards
(countries, states/provinces,
regions, major cities, etc.) the
opportunity to develop a relevant,
china-hosted web platform, to
build the brand and increase
referrals to online and offline sales
channels
- The portal is developed to give
SMEs and DMOs the opportunity
to have a presence, which
otherwise would not make sense
or is cost prohibitive
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
42. Travel Alberta (Canada)
Strategy:
- Sub-Site within the
china.travelalberta.com portal
to give smaller DMOs a low-
cost online presence in China
- includes branding, own URL,
quarterly content updates,
tagging, search engine
optimization, social media
inclusion, and if applicable trip
planner integration.
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
43. Travel Alberta (Canada) Strategy:
- Sub-Site within the
china.travelalberta.com portal to give
SMEs (hotels, resorts, attractions,
tours, transportation, etc.) a low-
cost online presence in China
- includes branding, own URL,
quarterly content updates, tagging,
search engine optimization, social
media inclusion, and if applicable trip
planner integration.
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
44.
45. Campaign Page
http://china.travelalberta.com/page/zh-CN/huodong
http://china.travelalberta.com/page/zh
Page View: 121,000+
Unique Visits: 5,800+
The campaign site was created and landed on the
official Chinese website of Travel Alberta.
A new image was posted each day during the
period of the campaign.
A short description of the image was given to
introduce the sightseeing place/activities.
Missing puzzle pieces were randomly placed in
different pages in the Chinese site.
Each participant who completed one puzzle
piece and shared it to sina micro blog will
receive a lucky draw number.
DRAGONTRAIL.COM
DRAGONTRAIL.COM -
- CHINATRAVELTRENDS.COM
CHINATRAVEL TRENDS.COM
46. Sina Weibo
http://t.sina.com.cn/
.sina.com.cn/travelalberta
Current Followers: 2344
New Followers: 2084
(after campaign launched)
One micro blog was
posted on sina to give
a brief introduction of
the prize campaign.
URL of the campaign
site was given.
Followers were
encouraged to retweet
the post to at least 3
friends to be qualified
for a daily prize draw.
DRAGONTRAIL.COM
DRAGONTRAIL.COM -
- CHINATRAVELTRENDS.COM
CHINATRAVEL TRENDS.COM
47. November 2010 - January 2011
2010 Sina Travel Award
DRAGONTRAIL.COM
DRAGONTRAIL.COM -
- CHINATRAVELTRENDS.COM
CHINATRAVEL TRENDS.COM
49. Foundation Campaign (
(Sina Weibo)
Campaign I: Nov 8th - Dec 8th, 2010
Main Objective: Build fan base on sina weibo
Location: Sina weibo
Fans: +10,800 | @ATP: 26,561
Comments: 21,948 | Website Visitis: 1,750
Grand Prize: Free trip to ATP for two
DRAGONTRAIL.COM
DRAGONTRAIL.COM -
- CHINATRAVELTRENDS.COM
CHINATRAVEL TRENDS.COM
51. Unique Family Campaign (Mini-Site)
Campaign II Period: Dec 9th, 2010 - Jan 21st, 2011
Main Objective: Drive website traffic;
Build EDM database
Location: Chinese Website
Participants (UTD): 10,000+ families
Grand Prize: Free trip to ATP Dubai
for a Chinese family (up to 3 members)
DRAGONTRAIL.COM
DRAGONTRAIL.COM -
- CHINATRAVELTRENDS.COM
CHINATRAVEL TRENDS.COM
52. Online Family Campaign:
- Unique family campaign that
merges viral marketing and
social media marketing
components, by leveraging the
Chinese social media landscape
(especially the Chinese Twitter
micro-blogging equivalent, Sina
Weibo), and a uniquely
developed micro-site to capture
data and increase engagement
- The campaign was launched
after having run a very
successful Chinese social media
campaign to increase fans on
Sina Weibo to over 10,000 in a
few weeks, in order to leverage
these fan to ensure success for
the Family campaign
-The Social Media campaign
was started after the launch of
the relevant Chinese website of
Atlantis The Palm Dubai.
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
55. February - March 2011
DRAGONTRAIL.COM
DRAGONTRAIL.COM -
- CHINATRAVELTRENDS.COM
CHINATRAVEL TRENDS.COM
56. Virtual Trip Campaign
Three virtual
itineraries around
Canada were
designed.
Participant who
complete one
route will have a
chance to win a
free trip to
Canada.
In totoal three free
trips, 50 iPads and
1000 U-disks are
given away.
DRAGONTRAIL.COM
DRAGONTRAIL.COM -
- CHINATRAVELTRENDS.COM
CHINATRAVEL TRENDS.COM
71. Research studies indicate that attitude towards websites,
the site’s interactivity and usability, as well as purchase
intentions of users are enhanced when sites are congruent
with the target customers’ cultural predispositions.
(“The Culturally Customized Website”, Elsevier, 2005.)
Collectivism: Emphasizing values
important in collectivist cultures.
For example, emphasizing family
theme.
Power Distance: Adding elements
that emphasize power distance. For
example, displaying awards or
honors that a company or brand has
received.
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
75. DRAGON TRAIL is a travel technology and digital marketing
company in China that helps international travel and tourism
organizations reach and connect with affluent Chinese consumers.
78. Founded by international leading experts
in social media, e-tourism and travel technology
tourism technology-
Recognized for most innovative new service for China Outbound Tourism
STRATEGY SOCIAL MEDIA
Dragon
LOCALIZED
TECHNOLOGY Trail CONTENT
RELEVANCY
Team The Senior Team, led by the founders,
consists of top experts, having worked
in leading social media sites in China,
headed PR/Communications for global
luxury hotel brands in China, and having
MOBILE
spearheaded the expansion of western
E-MARKETING
travel businesses into China, and worked
for English-Chinese translation companies.
Advisors include the most senior experts in
travel and tourism for China and globally.
BEIJING - SHANGHAI
79. Dragon Trail Digital Strategy Approach
GOAL: Increase Brand Awareness & Direct Sales
– Guide Strategy Execution
– Build a foundation for brand engagement
(Social Media ready and Search Engine
optimized Website for the Chinese Market)
– Create online touch-points
– Develop relevant content
– Maintain, monitor, engage, and evaluate
– Gain insights from data and social media
– Combine and offline and online tactics
– Drive campaigns that convert
– Increase revenues
79
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
80. Dragon Trail Digital Strategy Planning
Social Media Campaigns
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
81. Dragon Trail Multi-Touchpoint Ring Strategy
Touchpoint
1. Relevant Brand
Chinese Website
2. SEO Lifestyle &
Regional Satellite Sites
3. Targeted Chinese
Social Media Profiles
4. Content Syndication
& Blogger Interaction
5. Mobile Presence
6. SM Campaigns
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82. Dragon Trail Program Execution
5. Interact with influential bloggers 1. Determine the best possible
and manage Dragon Trail’s market strategy to build brand
Familiarization Trip 2.0 Program, awareness and reach the
designed to create buzz about target audience
the brand.
4. Execute an innovative
social media campaign that
drives traffic and captures
consumer data, leveraged 2. Develop a culturally-
for future initiatives. relevant Chinese Website,
consistent with the brand
message, optimized for
Chinese search engines,
designed for the Chinese
target market, with
3. Set-up profiles on targeted Chinese engaging content, and
Social Media profiles, seed relevant hosted in China with state
content, engage with the audience, and of the art technology.
monitor for brand reputation.
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83. A couple important points…
1. Website hosting in China is critical in order to ensure organic
local search engine optimization, and optimal accessibility.
2. Constant optimization of the social media landscape is
critical in order to ensure content seeding, consumer
engagement, and brand reputation.
3. A solid technology partner is vital, especially when running
campaigns, to ensure data quality and protect the database
from hackers.
4. Local representation, especially with intimate knowledge and
relationships in the travel and internet space in China critical
in order to ensure successful strategy execution.
…in short: YOU NEED A TRUSTED LOCAL ADVISOR IN CHINA.
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84. WANT TO KNOW MORE ABOUT
THE CHINESE TRAVEL MARKET?
Access the latest trends on ChinaTravelTrends.com
and join the online community for free.
www.ChinaTravelTrends.com (Twitter: @CnTravelTrends) - Published by Dragon Trail & COTRI
85. Essential China Travel Trends Book
With forewords from UNWTO, WTTC, and PATA
“… Already the world’s fourth most
visited destination today, by 2020,
China is expected to become the
leading international tourism
destination and the fourth largest
outbound travel market. This
comprehensive study of travel trends in
China provides invaluable insights into
one of the fastest growing travel and
tourism markets in the world."
Taleb Rifai - Secretary General,
World Tourism Organization (UNWTO)
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86. China Travel Social Media Seminars
(DT also organizes company-specific seminars upon request,
specific
and is available for speaking engagements world
world-wide.)
“This was a very important and
insightful seminar, organized by
Dragon Trail. Social Media in China
looks very complex and like a whole
lot of work, but then again, people
are talking with or without us - so we
are definitely better off if we take part
and try to influence it."
Oliver Sedlinger - China Director,
German National Tourist Board (DZT)
Select Speaking Engagements:
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