China occupies the privileged position of the leading tourism outbound market in the world both in departure numbers, as well as total expenditure. The Chinese outbound market is characterized by its rapid growth, large volume, far outreach, and huge potential. With continued growth in expenditure of Chinese outbound tourists, Airlines, hotels, and OTAs are increasingly eager to attract this market. With the experience of helping more than 20 leading airlines, hotels, and OTAs to break into the biggest market in the past 12 years, we would like to share how to be effective in occupying the Chinese tourism market and inspire others to replicate some of these good practices.
Data source: Ctrip. (2020). 2019 China Outbound Traveler Expenditure Report. UNWTO, China Tourism Academy. (2019). Guidelines for Success in the Chinese Outbound Tourism Market
" Understand your target audiences always comes first"
Women and millennials are worth your attention in terms of gender and age. Leisure and sightseeing are the predominant features of Chinese outbound tourism and Family bonds are an overriding feature in Chinese outbound travel with 51% traveling with family and only 13% traveling alone, which is closely tied to the collectivist culture in China.
Data source: UNWTO, China Tourism Academy. (2019). Guidelines for Success in the Chinese Outbound Tourism Market
It could be said that Outbound travel is no longer a privilege of a few in China. With an appreciable percentage having graduate and post-graduate degrees, Chinese outbound traveler’s knowledge and education allow them to better understand and appreciate other places in the world.
Data source: UNWTO, China Tourism Academy. (2019). Guidelines for Success in the Chinese Outbound Tourism Market
"Challenges"
Having served more than 20 clients in tourism and hospitality, we understand there are often 4 challenges facing them
"Solutions tailored for your challenges"
"First of all, we categorize audiences based on their attributes"
"Next, by gathering complex data from various sources, we help brands segment, profile and locate target audiences"
"We develop campaign strategy based on audiences’ decision making process."
Take audiences who are planning to travel during 2020 golden week (Oct 1st –Oct 7th ) as an example
Dynamic creatives and Real-time retargeting
During the campaign, we will apply DCO technologies to deliver tailored ads for contextual relevance. For instance, we use an audience scoring model alongside weather location technology to trigger different creatives based on different temperatures. The strategy of customized creatives and real-time retargeting are the 2 proven good performers in the tourism industry.
