This document discusses Chinese tourist behaviors towards online travel planning. It outlines the main digital platforms Chinese people use to plan trips, including travel websites, social media, search engines, news channels, and mobile payments. Specifically, it notes that Chinese tourists frequently use online travel agencies like Ctrip and Qunar to book flights and accommodations. They also rely heavily on social media platforms like WeChat and Weibo to find travel inspiration and information from key opinion leaders and friends. Short videos on apps like Douyin and Kuaishou are also becoming increasingly popular for inspiring travel. The document provides recommendations for businesses to effectively market to Chinese tourists online, such as creating an official WeChat account, using influencers on short video apps,

1. CHINESE TOURIST
BEHAVIOURS
TOWARDS
ONLINE TRAVEL PLANNING
1
?

2. AGENDA
2
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.
3
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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