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.
More from #DTTT
In April we present:Tourism Industry Weekly Impact Call – Week 3
The #DTTT hosted its third travel industry impact call, featuring even more valuable contributions and industry-wide insights from around the world. We welcomed more new faces and perspectives, shared recovery plans and followed the progress of destinations as the industry works through the crisis. Every Tuesday at 14:00 GMT / 15:00 CET, we will hold a […]#COVID-19 #collaboration #data #DMOs #industry #tourism
In March we present:Tourism Industry Weekly Impact Call – Week 2
The #DTTT were keen to welcome even more new faces and perspectives to our much anticipated second travel industry impact call. We hosted sixty-one industry participants, who joined us in sharing their views, situations, and experiences of how the ongoing COVID-19 crisis is impacting them. Every Tuesday at 14:00 GMT / 15:00 CET, we will hold […]#COVID-19 #collaboration #data #DMOs #industry #tourism
In March we present:Tourism Industry Weekly Impact Call – Week 1
At the #DTTT, we are bringing people together across the industry to help steer them through the crisis. In our podcast you will hear a range of industry perspectives, shared experiences and insights into the direct effects and impact of the crisis. Everyone has a different response and everyone is responding in different ways. The […]#COVID-19 #collaboration #data #DMOs #impact #industry
In March we present:International Women’s Day – Celebrating Women who are Transforming the Industry
Women we know and admire At the #DTTT, we love to celebrate women who have done amazing things in the industry. These are women that we know and respect. They have added immense value to the industry with their knowledge and contribution and we are especially excited to celebrate them on International Women’s Day. Dr […]#International Women's Day #Celebrate #Achievements #Game-Changers #Thought Leaders #industry
In March we present:#Coronavirus – How is the Industry reacting?
⚠️This will be updated daily at 2pm ⚠️ Update: 03/04/2020 British Airways is joining the COVID-19 response by volunteering a company-wide taskforce who will bring their skills and expertise to communities across the UK. 87% of China hotels have now reopened according to a report by STR. Indicating that China is now showing early signs of […]#Coronavirus #Perspective #Visit Anchorage #Kyoto Tourism #tourism-australia #DMOs #industry
In February we present:What is structured data and why is it important for DMOs?
#TechInsights | What is structured data and why is it important for DMOs? Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]#structured data #rich snippet #SEO strategy #schema markup #voice search #content