Attract China. Five Things You Need to Know about Digital Marketing to Reach Chinese FITs. David Becker CEO, Attract China

Transcription

1 Attract China Five Things You Need to Know about Digital Marketing to Reach Chinese FITs David Becker CEO, Attract China

2 Mission Attract China. The name reflects our goal of sharing the best of American travel and tourism experiences, brands, and opportunities with the growing Chinese out-bound tourism market.

3 XiaoYaoDao Shāow Yáow Dàow, meaning happy travel, is our China-facing brand. The first two characters come from Zhuangzi s Daoist classic Free and Easy Wandering (Xiao Yao You). The third character means path, gateway, or principle.

4 1. What Information Channels Do Chinese Travelers Use? Source: IPSOS/ World Tourism Cities Federation(Sep 2016) : Market Research Report on Chinese Outbound Tourist (City) Consumption( )

5 1. What Information Channels Do Chinese Travelers Use? Searching for relevant information required act 80% OF DECISION-MAKING PROCESS HAPPENS IN CHINA FOR OVERSEAS TRAVELERS for Chinese tourists before heading abroad Spend an average of 4 to 5 days Use 2 to 3 information channels

6 2. Channels Chinese Use to Book Travel Travel agencies/tourism official websites for hotels, airfare and entrance tickets App platforms of travel agencies/tourism websites plus ecommerce sites $23.3 billion spent on OTAs Source: iresearch Nov 2016

7 Hotel Reservation Channels of Chinese Outbound Tourists Source: IPSOS/ World Tourism Cities Federation(Sep 2016) : Market Research Report on Chinese Outbound Tourist (City) Consumption( )

8 Entrance Ticket Booking Channels Source: IPSOS/ World Tourism Cities Federation(Sep 2016) : Market Research Report on Chinese Outbound Tourist (City) Consumption( )

9 3. WeChat Personal vs. Commercial As an individual Personal Subscription As a company Subscription Service

10 AAC Survey: Many Attendees on WeChat, Just Not Their Companies

11 3.1 WeChat Personal Communicate with your friends. Others add you to interact with you Bloggers register for a subscription account to push daily posts to subscribers. Others follow you to interact with you

12 90% Will Share Experiences During or After Trip

13 3.2 Company Subscription vs. Service Subscription accounts used to push promotions & newsletters. Does not support WeChat payments Service accounts used to book appointments/services and provide order updates of the order. Supports payment through WeChat.

14 4. Digital Marketing Strategies in China Unique content, including itineraries, provides context and comfort WeChat is king Streaming video is popular, VR is rising Provide unique travel experiences

15 4. Digital Marketing Strategies in China Content provides context and comfort WeChat is king Streaming video engages VR is mainstream Provide unique travel experiences

16 5. What are My KPIs? 1. Baidu search volume 2. Social media mentions and shares 3. Time on Site and Bounce rate 4. Calls to Action (itineraries/guides downloaded) 5. Look-to-book ratio Hard Rock Cafe (Worldwide) Baidu Search: no index, search volume too low Weibo 12-month mentions English: 753 Chinese: 520 Los Angeles Weibo 12-month: English: 54, Chinese: 5 Las Vegas Weibo 12-month: English: 36, Chinese: 2

17 5. What are My KPIs? Digital Audience Statistics What is the age spread, gender spread, socioeconomic status, education level and interests of users Demographics What cities are the users from? advantages associated with those cities such as direct flights, highly HHI

18 5. What are My KPIs? 1. Weibo Fan base and engagement level Impression count vs. article read count 2. WeChat Account type (personal or subscription) Verification (yellow little check) Frequency of post & engagement level

19 Then Consider Print Works with Digital 1. Circulation 2. Distribution 3. Usage

20 5. What are My KPIs? A very comprehensive map gives our agents and customers a deep understanding of the Guide Maps are being used: city and its attractions. By agents to engage tour operators For building itineraries To attract customers For training purposes Our consumers love these maps. They are very tiny, cute and useful. As a gift for tour operators and customers

21 INTEGRATED CAMPAIGN Maps In China Planning Hainan Airlines and CITIC Tourism

22 INTEGRATED CAMPAIGN Social brand building Maps Mobile In China Planning Hainan Airlines and CITIC Tourism Microsite on XiaoYaoDao.cn

23 INTEGRATED CAMPAIGN Social brand building Maps Mobile In China Planning Day of Planning Hainan Airlines and CITIC Tourism Concierge Federal Hall Microsite on XiaoYaoDao.cn

24 #5 Take Out Your Phones Fire Up WeChat Now Scan! 80% OF DECISION-MAKING PROCESS HAPPENS IN CHINA FOR OVERSEAS TRAVELERS Gavin s QR Code

25 BY GOASHAPE CONTACT David Becker, CEO Tel/ : david@attractchina.com Tracy An, Managing Director Tel/ : tracy@attractchina.com , Suite 406, Bldg 8, No. 4 Wangjing Rd. Chaoyang District, Beijing