Market Research Report - How Chinese use Technology for their travel plan

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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…
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  • 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 4 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. 5
  • 6. B –ONLINE TRAVEL AGENCIES(OTA) - Well-known Online Travel Agents: (Websites to book flight tickets, accommodation, tours 6 • • • 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 7
  • 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 8
  • 9. D –SOCIAL MEDIA - Top social media in China: • WeChat (thesameasZalo) • Qzone (SocialNetwork) • Youku (the sameasyoutube) • Weibo (SocialNetwork) 9
  • 10. WeChat integrated message application: Apart from messages, video calls, users can book taxi, air ticket, hotel, pay movie tickets, pay coffee, ... via WeChat 10 - 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 11  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 12 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. 13
  • 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. 14 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/ 15
  • 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 16
  • 17. T H AN K Y OU 17
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