Chinese travellers

Opinions: 

Travel Tech

Like European and American visitors, Chinese holiday makers also use digital technologies, in particular social media, during and after their travels. However, some of the behaviours are drastically different from those of western consumers, as highlighted in a recently published survey by french hotel chain Accor. The Asia Pacific Social Media Monitor, a study among 5400 travellers across 11 countries in Asia, provided interesting insights for brands that aim to market themselves in China, one of the upcoming global source markets.

REAL-TIME AND MID-TRIP USAGE IS MAINSTREAM

A staggering 91% of Chinese travellers interact with social media at one point during their holiday trips. This rate of social media usage at the consumption stage is well above average, as travellers from more mature markets such Australia (25%) and New Zealand (32%) feature much lower social media engagement during trips. Also microblogging and mobile chat applications are highly popular among Chinese tourists. In this regard WeChat and Sina Weibo were identified as the top choices. This is a strong indicator for the fact that Chinese travellers are highly likely to share experiences with friends and relatives in near real-time. However, Facebook and Facebook’s Messenger service feature low adoption rates (ca 15% of Chinese consumers use these services), as the official censoring represents a major barrier for usage.

KEEN CUSTOMERS - LOYAL TO BRANDS

A significant opportunity for travel brands represents Chinese travellers’ customer engagement behaviour. The study finds above average levels of readiness to follow brands, including hotels, airlines and other travel related brands. However, the study suggested as well that loyalty behaviour is predominantly driven by a motivation to receive discounts and special offers.

POST TRAVEL SHARING BEHAVIOUR

Also in the post travel phase, Chinese travellers exhibit increased social media sharing of travel experiences. The report found that once they come back home from their trips uploading pictures is the number one activity. Travel experiences that are shared particularly often with their networks are culinary experiences and photos of hotel rooms.

In general the study underpins the importance of social media for Chinese consumers. However, travel brands wanting to tap into the opportunities for engaging with travellers during or after the trip must take the country specific channels into account that Chinese travellers use.

Discussion

comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge