View
74
Download
0
Category
Preview:
Citation preview
100% 100%
Travel
Dragon Trail Interactive
Dragon Trail Interactive BriefingDigital Marketing 2017
About Dragon Trail
China
DigitalTravel
Dragon Trail Interactive is an award-winning travel technology and digital marketing agency helping travel and tourism organizations reach and connect with China’s affluent consumers online. We are experts in content marketing, web and mobile development, creative digital campaigns and travel technology digital solutions for consumer and trade marketing.Founded in 2009, Dragon Trail Interactive has offices in Beijing, Shanghai, Xi’an and London.
Roy Graff – Managing Director EMEA, London• Over 20 years of experience working with China’s tourism
and retail sectors on business development, PR and digital marketing.
• Based in London, he heads Dragon Trail’s Europe, Middle-East and Africa business, offering full service digital marketing aimed at a Chinese audience.
• Author of the book 'China, the Future of Travel’ and an experienced consultant, strategic advisor and speaker on Chinese business, marketing, distribution and business etiquette.
• Assisted hospitality brands (e.g. Peninsula Hotels and Resorts, Bulgari Hotels, Citizen M, Dan Hotels Group) and destinations (Britain, Ireland, Peru, Ghana, Costa Rica etc.).
About Us
Ms Michaela Mentasti – Marketing Director, Beijing China• Michaela is responsible for marketing and communications
for Dragon Trail Interactive. Prior to this, Michaela lead the promotion of bilateral trade between Australia and China at the Australia China Business Council – Victorian Division.
• With an early background in tourism, Michaela worked as a consultant for the Italian Tourism Board in Beijing after the introduction of ADS visas for Chinese citizens.
• Originally from Italy, Michaela has lived in China for seven years, in Australia for six and the U.S. for two years. She holds a Bachelor’s Degree in Chinese studies from Ca’ Foscari University and Master’s Degree in Marketing from The University of Melbourne.
Dragon Trail Clients - Tourism Boards
Clients - Hotels
Clients - Other Travel Related Clients
Preferred Partner of The Pacific Asia Travel Association (PATA)
Dragon Trail has an extensive array global partnerships through a network of associations and industry peak bodies.
Partner of COTRI, the worldwide leading independent research institute for on Chinese Outbound Tourism
Part of an international travel marketing alliance consisting of advertising, PR, media and marketing firms spread across four different continents, all specializing in travel
Key Partners
Partner of Sabre, a global technology company specialized in travel and a leading provider of hotel reservations and distribution solutions.
China’s Travel Landscape
#1 Outbound tourism source market UNWTO
122 million trips taken in 2016
+3.4% YOY increase CNTA
1 out of 10 international tourists is Chinese
Chinese Outbound Market Size
Chinese Outbound Market Size
(COTRI ， 2015)
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 est.
0
20
40
60
80
100
120
140
10.5 12.1 16.6 20.228.9 31 34.5
41 45.8 47.557.4
70.3
83.2
98.2
116 120
122
Chinese Outbound Travel - Border Crossings
Millions of border crossings
£180 billion in overseas spending in 2015
+53% from $140bn spent in 2014 World Travel & Tourism Council, 2016
Chinese Outbound Market Spending
#1 The worlds’ biggest overseas spenders in 2014 UNWTO
Chinese Outbound Market Spending
Chinese Outbound Market Preferred Destinations95% of Chinese citizens do not have passports… … Asia still dominates outbound travel destinations, only 10% can afford long haul outbound travel destinations
(COTRI ， 2015)
Chinese Outbound Market 2016 Destinations
• For the first time in Q2 2016 more journeys were taken to
destinations beyond Greater China (53.3% of the total) than within
the region.
• Trips to Hong Kong, Macau and Taiwan decreased by 3.7%, whilst trips
to the rest of the world increased by 12.5% in comparison to Q2 2015.
Most Popular 2016 Destinations
Hong Kong
Macau
Thail
and
South Korea
Japan
Taiw
an
United St
ates
Singa
pore
Vietnam
France
Malaysi
a
German
y
35.441
16.963
7.789 6.975 5.5133.088 2.612 2.458 2.229 1.833 1.702 1.175
Top 12 Destinations for Chinese Outbound Travelers in 2016
Visitors in millions-8.2%
-0.4%
+ 16.5% +39.5% +28.7%-11.7% +14.8% +38.2% +55.2% -29.6% +23.1% -5.6%
(Jingdaily, 2017, data from individual NTOs)
Chinese Outbound Market Future Destinations
(HSBC, August 2016)
(Chinese International Travel Monitor, August 2016)
What are the countries you want to visit in the next five years?
Reasons for Travelling Abroad
(HSBC, August 2016)
Nature/Hikes
Tasty Food
Good shopping experience
Short time flight/Limited time difference
Price/ Cheap curency
Historic sites/Cultural artefacts
Concerts/Entertainment
Ease of Visa
Others
0 100 200 300 400 500 600 700 800
0
214
133
247
247
184
25
13
52
3
0
285
285
143
92
42
118
87
63
217
140
127
91
128
171
129
112
Series2Series3Series4
What are the top 3 reasons in choosing your next destination abroad?
1st 2nd 3rd
( Market Research Report on Chinese Outbound Tourist (City) Consumption 2014, WTCF )
Shanghai, Guangdong and Beijing have the most overseas tourists, followed by coastal provinces such as Jiangsu, Zhejiang and Shandong.
Liaoning in Northeast China, Hubei in central China and Sichuan in Southwest China are also home to large flows of tourists.
Chinese Outbound Tourism Source Regions
Major sources of outbound tourism coincide with regions with high income levels
Chinese High net Worth Individuals (HNIW) Regions
( COTRI, 2015)
Chinese Households Income Distribution 2013-2023Even at lower income levels, Chinese spend around 53% of their disposable income on travel (excluding necessities).People who earn more than $35,000 USD are more likely to book a long haul trip overseas.
Up to $20k
83.70%
10.10%
4.90% 1.10%0.20%
$20k to $35k
Chinese household income distribution 2013
(National Statistical Offices, Tourism Economics, 2014)
Chinese household income distribution 2023*
$35k to $70k $70k to $150kOver $150k
63.40%18.80%
12.80%
4.30% 0.80%Over $150k$70k to $150k
$35k to $70k
$20k to $35kUp to $20k
Chinese Household Income Distribution 2023
$35k-70k Triple to 63 ml households Long-haul trips and higher-cost accommodations
$70k-150k Quadruple to 21.3 ml households Long-haul trips and willing to spend a considerable amount on trips
Over $150kLuxury accommodations and spend more while on long-haul trips
$20k-35k incomeDouble to 92.6 ml householdsShort haul trips and low cost accommodations
63.40%18.80%
12.80%
4.30% 0.80%Over $150k$70k to $150k
$35k to $70k
$20k to $35kUp to $20k
Chinese travelers' Profile Evolution
我去过I’ve been there
我买过I’ve bought it
我体过I’ve experienced it
As travelers make repeated trips overseas, they become less concerned with compulsive sightseeing and shopping and more interested in authentic experiences, such as getting in contact with the locals and exploring less mainstream destinations.
This trend is mostly driven by HNWI and millennials, who value less about status linked to material possessions and more about validation by living unique experiences.
Chinese Millennials
56%
11%
26%
6%
Post-90s Post-80s Post-70s
( Market Research Report on Chinese Outbound Tourist (City) Consumption 2014, WTCF )
Age Distribution
Chinese Millennials account for more than 56% of all outbound travelers and women account for 60% of all travelers.• 69% use the internet mostly for social media purposes• 60% prefers online sources to offline ones• They grew up travelling and spend a big percentage of their income on it
Digital Landscape
China & the Internet
(Kantar, 2016)
China & the Internet
Social media are
ubiquitous
90% internet users have
at least one social media
account (2014 CNNIC)
Half of China
is now online
731 mill internet users,
53.1% of China’s population(Dec 2016 CNNIC)
Mobile is key
695 million smart phone
users, 95.1% of all internet
users (Dec 2016 CNNIC)
Live streaming and short videos were the social media darlings of 2016 and will continue to be so in 2017.
Chinese people also spend 6.5 hours per day on their mobile phones, as opposed the
global average of 5 hours.
China & the Internet - The Importance of Mobile
Internet use across different platforms
Mobile Payments – 50% growth in 2015
Chinese Digital Landscape - Internet & Travel
(Hotels.com, 2015)
More travelers have used an online source over the past 12 months
Half of all travelers used smart phone apps to plan and book travel
(World Tourism Cities Federation, 2015)
0.00%20.00%40.00%60.00%80.00% 74.64%
44.12%
Reliance of Chinese Outbound Tourists on “Word-of-Mouth”
Most used sources of travel information by Chinese outbound tourists
(World Tourism Cities Federation, 2015)
Chinese Digital Landscape - Sources of Information
Open the official Chinese websites
Open the official Chinese microblog/WeChat
Develop Chinese mobile client side (app)
Use travel websites
Conduct promotional activities
Use portal sites
Use websites of travel agencies
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
60.40%
45.10%
36.68%
31.35%
30.51%
25.35%
23.84%
Chinese Digital Landscape - Sharing Trip Experience
(2016 China's Online Outbound Travel Report – iResearch)
Social Networking
Travel Sites
Travel Review/Guide Sites
Community/Forum
Rarely Share
62.90%
45.60%
39.30%
36.50%
32.90%
10.70%
Preferred Platforms to Share Travel Experiences
31
Millennial Guo Chenchen Trip to the Philippines
Inspiration- WeChat
Planning- Mafengwo
Booking- Agoda & Booking
During Trip Sharing- WeChat
Solutions
Consumer WebsiteConsumer Mobile AppConsumer Social Media/KOL Consumer PR Reputation ManagementAdvertisingConsumer EMD SEO/SEM Digital Campaigns
Agent Training/CertificationTrade PRTrade Events/Road ShowFAM TripTrade AdvertisingTrade WebsiteTrade EDMContent Management
Direct Booking SiteSocial Booking WidgetsMeta Search (Qunar)Store Front (Fliggy)Call CentrePayment Processing
OTA DistributionAgent Booking SiteAgent Incentive ProgramB2B ConnectivityProduct DiscoveryAgent Relationship Management Payment/Commission Processing
Consumer Trade
Branding
Selling
Introducing the Travel Marketing Matrix
Digital WOM - Travel Review Sites & WeChat Influencing existing guests and providing them with a delightful experience is the most cost effective and powerful tool to build your online brand awareness in China.
Hotel Markazi in Tehran has no website, no social media, yet 50% of its guests are Chinese
Chinese tourist Guo Chenchen’s during trip posts on WeChat
China Localised Websites
• Chinese consumers expect a website to launch with 4.8 seconds – but 85% of European websites fail to meet that target, with an average load time of 33.1 seconds
• 60% of Chinese users say they avoid non-Chinese websites
Website - Why Hosting in China Matters
What are your perceptions of a brand when a non-Chinese brand's website takes too long to load?
19%
17%
17%
15%
17%
7%
8%
It makes the brand appear less trustworthy
It makes me believe they don't value Chinese custom
It makes me converned about the brand longevity
It makes the brand appear less reliable
It makes the brand seem underequipped and not fit for purpose
It doesn't concern me- I can use a Chinese al-ternative
It doesn’t concern me - I don't make a con-nection between the brand's website per-formance and the brand itself
Turespaña - China Localised Website
http://www.hellospain.cn/ is a mobile responsive website.
EXPERIENCESATTRACTIONSDESTINATIONSWECHAT ARTICLESITINERARIES
EXPERIENCESFlamencoFootballLas FallasTapas
Tourism Spain Website - Guided Navigation
Tourism Spain Website - Guided Navigation
In depth information about flamenco
Tourism Spain Website - Planning a Trip
DESTINATIONSDISCOVERING SPAINABOUT SPAINITINERARIESPHOTO GALLERY
Tourism Spain Website - Planning a Trip
Top cities on Qunar Top cities on Mafengwo
Smaller destinations have a dedicated section!
Tourism Spain Website - Content Localization
INFORMATION ON DIRECT FLIGHTS
VISA INFORMATION
UGC FROM CHINESE TRAVELLERS
STUDYING SPANISH INFORMATION
Tourism Spain Website - Content Localization
B2B Website - Norwegian Cruise LineDragon Trail developed a comprehensive B2B website that is 100% localized and mobile responsive website.
The website objective is to provide travel agents with a sound understanding of NCL´s products and access to all marketing materials.
The online training program on the China Travel Academy platform is promoted and made accessible through the website.
NCL’s website homepage:http://www.goncl.cn/
B2B Website - Norwegian Cruise Line
Travel agents can access the website back end to customize various HTML5
presentations introducing Norwegian Cruise Line’s China friendly cruises.
Chinese friendly services Users’ contact form
Agency’s contacts
Customized travel agents’ page
Agency’s QR code
China friendly itinerary cover page
Thyssen Museum China Starter Website http://museothyssenmadrid.cn/
Direct links to Chinese social media and ecommerce site to buy the tickets
Content has been selected and revised to be only relevant to the Chinese market
Templated Website - Thyssen Museum
Foreword for Chinese visitors
Recommended Itineraries for Chinese travelers
Prominent Chinese testimonials’ impressions about the museum
Templated Website - Thyssen Museum
Social Media
49
After months of decline, mass communication tool Weibo last year recorded strong growth in advertising and number of users thanks to video and live streaming.
Sina Weibo
500+ ml registered users
313 ml monthly active users (+33% yoy) Dec 2016
139 ml daily active users (+30% yoy)
Short videos 1,840,000,000 average videos posted per day in Q3 (740% y-o-y increase)
Live streaming23,000,000 sessions in Q3 (+124% Q2 over Q3 increase)
1st tier cities
2nd tier cities
3rd tier cities
4th tier cities
5th tier cities
0%
20%
40%
60%
80%
100% 93%
69%
43%27% 28%
Penetration Rate by City
WeChat is China’s most popular social media app with 846 million
monthly active users, combining elements of Facebook, messaging, e-
commerce, payments and more. 50% of all WeChat users use the
platform for over 90 minutes per day and WeChat is the most used app
on the phone.
2. Social Layer1. Communication Layer
3. Media Layer 4. Connectivity Layer
WeChat - A Complex Multifunctional PlatformLayers of WeChat
WeChat Weekly Rankings
50 Top destinations in Canada, National
Geographic
12 zodiac sign for 12 USA cities
WeChat - A Complex Multifunctional Platform
Brand Awareness
How Can Brands Leverage WeChat?
On-Site and Off-Site Customer Service Fans Engagement
Hard Rock CampaignFor CNY
Hello my name is Jordan- first post gained over 4,000 page views
Agoda multi layer replies
80% of the online population
in China has WeChat
12 million official
accounts
How to Stand out on WeChat?
KOL Engagement
Foot Traffic QR code
WeChat Advertising
Good Content
WeChat - Don’t just Talk about Travel & Itineraries
Views: 32,471
CTC WeChat ID: CanadaTravel
A popular article about moving gestures and generous acts by Canadian citizens
published on WeChat received more than 32,000 views. Destination Canada’s WeChat
articles average 9,000 reads per month.
Leaving winter coats around the city for people in need
Holding disadvantaged people’s hands
Article on Swiss National Day“Dear Switzerland, today you turn 725 years
old!”
Views: +30,000Retweets: 1,500+
Zurich has become a very popular destination account on WeChat, despite being a small city.
University of Zurich & Zurich in 360°
Views:6,900+Retweets: 400+
WeChat - Talk About Topics of Interest to Chinese
WeChat - Highlight Local Experiences & Cross Promote
LATCB’s WeChat account regularly posts articles introducing the different neighborhoods
of Los Angeles. It also promotes locally based activities and their WeChat accounts.
LATCB’s WeChat post about West Los Angeles LATCB WeChat post on an exhibition at the Getty Centre in LA
Campaign - Visit Europe
“The Travel Across Europe” campaign presented the diversity of European countries’
culture, and matched participants with famous European historical characters.
Results: 130,000 page views, 11,000 new Weibo fans and 2,100 WeChat fans.
The campaign was promoted on Mafengwo and Sky Scanner
The campaign promotes Destination Canada as a winter destination and ends with a
clear call to action with two tailored made itineraries to go and ski in Canada.
Campaign - Destination Canada
New Platforms
Video Marketing Strategy - Mobile is Key
iQiyi is an online video platform founded by Baidu.
Mei Pai is a popular app to shoot videos. Users can retouch them by adding effects.
Miao Pai is a video app. MiaoPai lets users shoot, edit, and share 10 second videos. Affiliated with Sina Weibo.
Youku is considered as the Chinese version of Youtube.
Leshi Internet Information & Technology offers more than 100,000 episodes of TV dramas and over 5,000 movie titles.
Tencent TV is part of Tencent Group, and is estimated to have grown to 700 million viewers.
SHORT FORM VIDEOS
LONG FORM VIDEOSVideo marketing is key in China, as 90%
of internet users consume content
through videos.
Destination Canada - Travel Around Canada 2016As part of 2016’s video marketing strategy, Destination Canada invited Ryan Pyle, a
well known Canadian photographer and motorcycle rider Lv Fei, to ride their bikes
around Canada for 20,000 km in 75 days. The trip is documented on various social
media and video platforms with the hashtag #TravelAroundCanada-OnTheRoad.
Video on video platform Meipai
Ryan Pyle’s Weibo retweeted by DC
Ryan Pyle has close to 1 million followers on Weibo
Live StreamingLive streaming is one of the latest phenomenon in China with many KOLs having their own show online. Yinke, Yizhibou, Douyu are among the most popular platforms.Sports Gaming Reality Show Other
Canada’s Today Headlines profile ： http://toutiao.com/m5869388818/
Additional Social Media - Today’s Headlines
Views: 6,695 Link http://toutiao.com/i6247632799612797441/
Canadian Inventions – Today Headlines
Article Views
Article Exposure
Retweets & Bookmarks Comments
1,730,728 17,594,245 11,333 977
Canadian Inventions – WeChat
Today Headlines ( 今日头条） is a news reading app, with 125 million Monthly Active Users, who spend more than 60 minutes on the platform each day.
Self Media - Short Videos & Pictures
Er Geng WeChat posts
Pear video produces original videos and publishes other self-media content.
Pear Video’s original video on Golden Globe Awards
Nice is a picture sharing platform, similar to Instagram.
Users can tag themselves & brands
Geng (二更 ) is a self media specialized in short videos.
Travel Media & Apps
Feekr WeChat posts
Feekr publishes travel guides and content on niche destinations.
Klook WeChat posts
Klook is an in destination activity provider focused on Asia and introducing niche activities.
24 HOURS WeChat posts
24HOURS is a travel-oriented lifestyle media focused on niche destinations and activities
WeChatB2B Marketing
Sweden, Israel, Canada, Los Angeles, Germany Magic Cities and Greece tourism
boards are some of the subscribers to CTA. On average more than 2,000 travel
trade users have completed their courses. The courses gained from 150,000 to
1,000,000 page views on each program which means a great awareness of the
destination among the China trade.
CTA Case StudiesB2B Marketing - China Travel Academy
The online training course is divided into different chapters.
How does CTA work?
A test at the end of every chapter will ensure that all learning requirements are met before users can progress further with the training.
When the users complete the program, they will receive a certificate of competency issued by the official tourism board.
Lucky draw prizes can be included at the end of each chapter to act as powerful incentives for test takers to complete the program.
B2B Marketing China Travel Academy
CTA PromotionB2B Marketing- Product Catalogue
3. Product ShowcaseThe catalogue lists a range of products descriptions for Chinese travel agents to browse and download
2. Product SearchChinese travel agents can filter tour products by type (e.g. accommodation), location and customer category (e.g. family)
1. Easy AccessThe Product Catalogue is linked to Tourism Authority of Thailand’s Trade WeChat Account for easy access by trade followers
4. ConnectivityTravel agents can directly call or email suppliers
The Product Catalogue is a mobile-first hub for RTOs and other local suppliers to display their products to Chinese travel agents helping to reinforce and create new commercial ties.
Destination Canada set up a service account to interact with trade, as an additional
resource to the WeChat group chats it hosts with travel agents.
WeChat’s service account ID: CanadaTravelTrade & QR code
WeChat menu
WeChat Menu Items
• Latest articles• DC’s partners• Events & Festivals• DC Roadshows• MICE
• Product Catalogue• Cool Canada• Best Tour Operators• Destination Training
• Visa• Self Driving • Flights• FAQ• Contact Details
B2B Marketing - WeChat Trade Account
Please contact us,
we would like to hear from you
Mr Roy GraffManaging Director EMEATel: +44 (0)20 3289 8915 Email: roy.graff@dragontrail.com Website: www.dragontrail.com
www.twitter.com/dragontrail
www.linkedin.com/company/dragon-trail
HelloDragonTrail
Recommended