Digital Marketing for Chinese Tourism in the Post-COVID Era · Dragon Trail Interactive is an award-winning digital marketing and solutions agency helping travel and tourism organizations

Digital Marketing for Chinese Tourism in the Post-COVID EraDragon Trail Interactive | TRConnect, June 2020

2 | WWW.DRAGONTRAIL.COM © 2020

Dragon Trail Interactive

Dragon Trail Interactive is an award-winning digital marketing and solutions agency helping travel and tourism organizations to reach and connect with China’s affluent consumers online.We combine our deep market knowledge, extensive industry relations and the diverse skill set of our multi-cultural and multi-lingual team to deliver innovative solutions and excellent service.

Founded in 2009, the company has offices in Beijing, Shanghai, Xi’an, London, and Lexington.

We are proud to work with major international brands, such as Los Angeles Tourism and Convention Board, PromPeru, Visit Sweden, Air France, Air Canada, Mactan Cebu Airport, Leading Hotels of the World, and Riu Hotels & Resorts.

Learn more about our work, and access free resources on Chinese outbound tourism at www.dragontrail.com

Social Media Strategies

• Provide useful information

• Stay visible/in touch

• Provide support

• Emphasize safety

• Provide entertainment

• Giveaways

• Join the conversation/ stay relevant


Flight schedule updates from All Nippon Airways

Video with advice on refunds/rebooking from

Cathay Pacific

Dedicated virus-related information area, Singapore Airlines

Social Media: Best Practice Examples


CSR

Gunma Prefecture Qatar Airways

Provide Entertainment

Shangri-la HotelsIntercontinental Hotels



Emphasize Safety

Thailand Milan

Emirates Airline

All Nippon Airways

Cathay Pacific



Giveaways

Asiana AirlinesVisit Korea

AirAsia

Constance Hotels & Resorts

Live Streaming in China


• As of March 2020, there are 560 million live streaming viewers in China, 62% of the country’s internet users (CNNIC).

• Live streaming is particularly popular for entertainment and e-commerce. E-commerce sales through live streaming reached US$4.4 billion in 2018.

• Live streaming grew in popularity during the lockdown – users of e-commerce platform Taobao grew by 110% in February.

Rural live streaming “Lipstick king” Li Jiaqi

Live Streaming for OTAs


• Trip.com Group (Ctrip): Chairman James Liang has sold 520,000 hotel rooms in 11 live streams since March

• Qunar: CEO has been live streaming from domestic destinations since April, average RMB16 million per broadcast

• Fliggy: 25,000 live streaming sessions since February• Lvmama: First live streaming session in March attracted 630,000 viewers – now a monthly

event

Live Streaming by Travel Brands


Hotels

• Cooking classes

• Fitness classes

• DJ sets

Spring Airlines

Live Streaming on Mafengwo


Tours of RomeGerman National Tourism BoardPlatform homepage

Live Streaming: Getting Started

• Choose a platform – Yizhibo is an

easy option. Mafengwo’s platform

is open for applications.

• Find a host – Native Chinese

speaker, experience

presenting/guiding/selling

• Prepare – Decide content, organize

giveaways, practice/run-through

• Promote – Consider the time

difference to maximize potential

audience


UK-based live streamer Feixue Huangdu

Promotional poster for German National Tourism Board’s live stream

Digital Solutions for Contactless Service


Online booking, via mobile

Contactless check-in, via QR code scanning

Information/concierge service provided

via WeChat mini-program

Mobile payments (Alipay and WeChat Pay)

Digital Solutions for Contactless Service: Restaurants


Beijing, Pizza Hut

Tel Aviv, Café

This kind of technology has been popular for years in China and is just now catching on overseas as a response to the virus, to make the restaurant experience more contactless, with digital menus, ordering, and payment.

Sienna Parulis-CookAssociate Director of [email protected]

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Digital Marketing for Chinese Tourism in the Post-COVID Era · Dragon Trail Interactive is an award-winning digital marketing and solutions agency helping travel and tourism organizations