Opinions: 

Travel Tech

Valentines Day is coming up again this year and it is no surprise that not only retailers see the day as a huge opportunity for sales and pushing out things that users can purchase for Valentines Day, but also the tourism industry is taking advantage of the “Day of Love”. Recently, Tnooz published an article which showed how a Chinese tourist board, Hangzhou is playing cupid and offering visitors a Valentine app on Facebook. This is certainly something new and demonstrates how destinations could engage with consumers further (Tnooz 2014).

THE APP

The Facebook app is aiming to enable consumers to send messages to their loved ones around the world but of course at the same time, it will increase the awareness among consumers of Hangzhou as a tourism destination which will of course also market the destination beyond the reach Hangzhou could normally achieve through campaigns. This is really down to tapping into the power of consumers to send the messages and in one form associating themselves with the destination which in turn will make it more appealing for the recipients of the messages.

MY CHINESE LOVE STORY

Hangzhou is the largest city in Zhejiang which is a province in eastern China and is launching this Valentines app campaign to get wide exposure of the “My Chinese Love Story” app on Facebook. On Valentines Day itself, Hangzhou tourist board will then publish the best love message sent on a big scale by featuring it on a full page of the New York Times. At the moment, every Facebook user could create a valentines message card and send it to loved ones worldwide. Besides being able to send a love message to somebody a user already knows, the app is also enabling users to send it off to strangers and the app will identify somebody random using the app or pick a card that was sent to a stranger.

PERSONALISATION OF CARD

A nice touch of the Facebook app, is that users can actually personalise it by choosing the design most preferred from various templates already existing and can add their own personal messages. Once users submit the message card, Hangzhou tourist board will then actually print off the first 2,000 entries and send it off to recipients by using Hangzhou themed stamps and a Hangzhou postmark. This is a nice idea and will surely surprise many users worldwide on Valentines Day receiving a “My Chinese Love Story” card and for the lucky card with the best love message, it will even be published in the New York Times. However, due to the focus on Valentines Day, the campaign is restricted to a short timeframe and the impact over time is therefore fairly low, but it certainly shows Hangzhou’s creativity in using Facebook apps is still a great example of how Facebook apps are used in different ways by destinations.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank