China - The Future of Travel - Dragon Trail Interactive Scotland China Ready Conference | June 2019 - Edinburgh Tourism ...
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China – The Future of Travel
Dragon Trail Interactive
Scotland China Ready Conference | June 2019
Dragon Trail Interactive
Dragon Trail Interactive is an award-winning digital marketing and solutions agency for
the travel industry that helps travel and tourism organizations reach and engage with
affluent Chinese consumers and the travel trade through outstanding digital initiatives.
The company is 100% focused on the global travel industry, 100% focused on
marketing to affluent Chinese consumers and 100% focused on leveraging digital
solutions to reach client goals. In addition to providing integrated consumer marketing
services, Dragon Trail continuously develops proprietary technology applications and
platforms through its team of in-house engineers, including B2B travel marketing
platforms for mobile channels.
We are proud to work with major international brands, such as VisitBritain, the Thyssen-
Bornemisza Museum, Los Angeles Tourism and Convention Board, PromPeru, Small
Luxury Hotels of the World, Air Canada, and the Edinburgh Tourism Action Group.
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About the Speaker
Sienna Parulis-Cook
Communications Manager
Sienna’s work for Dragon Trail Interactive centres on
creating educational resources on Chinese outbound
tourism and the Chinese digital landscape, including
articles, reports, and webinars. She is co-author of the
book, China, the Future of Travel. She has a master’s
degree in Chinese Studies from London’s School of
Oriental and African Studies and is a proficient
Mandarin speaker.
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Agenda
• Key developments in Chinese tourism
• Travel trends and market segments
• Attracting Chinese FITs: social media, influencer
marketing, and more
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Key Developments in Chinese Tourism 5 | WWW.DRAGONTRAIL.COM © 2019
Rise of the Chinese Independent Traveller
Customized
tour, 14%
Package
tour, 44%
FIT, 42% • VisitBritain data shows that China is on par with the
market average when it comes to travelling as part
of a package tour
• Independent Chinese travellers tend to be highly
educated and younger, and they spend more time
and money in a destination
Source: Ctrip, China Tourism Academy
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Chinese Travellers – Traveller Evolution
我去过 我买过 我体过
I’ve been there I’ve bought it I’ve experienced it
Shopping, Sightseeing Experiences
As spending on shopping has decreased, spending on dining has increased. Educational and
cultural tourism is on the rise; nature and adventure tourism is strong; and experienced Chinese
travellers want to get off the beaten track.
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Chinese Outbound Tourism to Britain
337,000 Chinese arrivals in 2017, up 29% from 2016. 349,000 visits were forecasted for
2018, with record-breaking numbers reported for the beginning of the year. Scotland
received 8% of Chinese visitor nights between 2015-2017.
Top 5 Cities 2015-2017
1. London (144,000 nights)
2. Edinburgh (35,000 nights)
3. Manchester (23,000 nights)
4. Cambridge (14,000 nights)
5. Oxford (13,000 nights)
(Statistics from VisitBritain)
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Travel Trends and Market Segments 9 | WWW.DRAGONTRAIL.COM © 2019
Family Travel
Family tourism is an important and growing
market segment, and Chinese parents put
strong emphasis on the educational value of
travel for their children. This includes:
• Visiting prestigious universities
• Attending educational programs,
such as summer camps
• Visiting attractions with educational value,
such as art museums
10 | WWW.DRAGONTRAIL.COM © 2019Cultural Tourism
• According to VisitBritain, visiting museums or
art galleries is the no. 4 most popular activity
for Chinese tourists to Britain. Chinese visitors
are also more likely than the market average
to visit museums or galleries (56% vs. 48%).
• According to Chinese travel website Qyer,
97% of Chinese travelers to Paris are interested
in museums, monuments, and other cultural
attractions, compared to just 55% who go to
shop.
• Top museum WeChat accounts include the
Louvre, the British Museum, NYC’s MoMA, and
the National Gallery of Victoria in Melbourne.
11 | WWW.DRAGONTRAIL.COM © 2019Nature Tourism
• Visiting parks or gardens is the no. 3 top activity
for Chinese tourists to Britain.*
• Chinese tourists are more likely than the market
average to visit national parks (18% vs. 11%); parks
and gardens (54% vs. 50%); and the countryside or
villages (26% vs. 18%).*
• 34% of Chinese visitors say the countryside/natural
beauty is a motivation to choose Britain as a holiday
destination, compared to a 22% market average.*
• ETOA and ETC’s 2018 survey found that 25% of
Chinese visitors to Europe wanted to “enjoy nature”,
compared to just 13% of visitors from the US.
*Data from VisitBritain
Edinburgh Tourism WeChat post
12 | WWW.DRAGONTRAIL.COM © 2019 on cherry blossoms, April 2019Food Tourism
Dining in restaurants is the no. 2 top activity
for Chinese tourists to Britain, behind shopping
(VisitBritain)
92% of Chinese outbound travellers want to try
the local cuisine (Ctrip)
61% say food influences their choice of travel
destination (Chinese International Travel Monitor)
14% increase in spending on food by Chinese
outbound tourists in 2017 (Mafengwo)
WeChat posts by
Japan and Dubai
13 | WWW.DRAGONTRAIL.COM © 2019Car Hire
• According to two industry reports (Tuniu
2018 and Zuzuche 2017), the UK is the 7th
most popular country in the world for
Chinese self-driving tourism.
• Self-driving tourists tend to be aged 30-49,
and travel with family (mostly children, as
well as couples) or friends.
• Self-driving tourists want more
independence, and to get off the beaten
track. The most popular routes include
beautiful scenery.
• Local tourism organizations can provide
suggested routes to help Chinese travellers
discover new and special destinations. WeChat posts on self-driving routes from
Destination Canada
13 | WWW.DRAGONTRAIL.COM © 2019Social Media and Influencer Marketing 15 | WWW.DRAGONTRAIL.COM © 2019
Steps to Attract Chinese Visitors
1) Do you have a Chinese name?
2) Are you listed on Chinese travel/review
websites? What are visitors saying about you?
3) What’s your Baidu ranking like?
Websites to Know
• Ctrip (China’s leading OTA)
• Baidu (China’s leading search engine)
• Mafengwo and Qyer (independent travel
websites)
• Dianping (listings/review website)
16 | WWW.DRAGONTRAIL.COM © 2019Chinese Social Media
WeChat
• China’s no. 1 mobile app and social
media platform with 1 billion active
users
• Started in 2011 as a chat platform
• WeChat Moments = social news feed
• Official Accounts
• Mini-Programs
• WeChat Pay
17 | WWW.DRAGONTRAIL.COM © 2019Chinese Social Media Weibo • 462 million monthly active users • Young (majority under 30) • More viral than WeChat • Well suited to KOL/celebrity content • Short video content very popular 18 | WWW.DRAGONTRAIL.COM © 2019
Chinese Social Media
Video Channels Chinese Internet Users
Long Form
• Tencent Video
• iQiyi
• Youku Total:
829 million
Short Form
• Douyin (Chinese TikTok) Short
• Kuaishou Video
• Miaopai (Weibo) Users
78%
Live Streaming
• YY
• Yingke
• Yizhibo (Weibo)
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Xiaohongshu/RED
• Shopping & lifestyle app
• 150 million registered users
• Primarily used by affluent
women from first-tier cities
(Beijing, Shanghai,
Guangzhou, Shenzhen),
born in the 1990s
20 | WWW.DRAGONTRAIL.COM © 2019Chinese Travel Review Websites Mafengwo: 100 million registered users Qyer: 80 million registered users, more outbound-oriented Listings, travel diaries, Q&A forum, professionally written guides, some OTA services 21 | WWW.DRAGONTRAIL.COM © 2019
Trends and Strategies for Digital Marketing 22 | WWW.DRAGONTRAIL.COM © 2019
Encouraging Word of Mouth Marketing • Monitoring/reposting • Asking for/incentivising reviews • Asking questions on social media • Competitions • QR code 23 | WWW.DRAGONTRAIL.COM © 2019
Working with Local Chinese
• Callouts to contribute UGC online
• Local Chinese resident/student
groups on WeChat
• Chinese staff/interns
• Auckland’s WeChat mini-
program: live chat with local
residents
24 | WWW.DRAGONTRAIL.COM © 2019Influencers: KOLs
Travel blogger and
astronomy photographer
Ye Ziyi has over 134,000
followers on Weibo and
30,000 on WeChat. She
travelled in Peru for two
weeks, shooting a travel
documentary and short
film series for PromPeru
@考古资讯 an archaeology expert with 70,414
fans, helped retweet Jordan Tourism Board’s
archeological discovery posts.
25 | WWW.DRAGONTRAIL.COM © 2019Video: 2019’s Biggest Trend
• Watching video is the second most popular
online activity after instant messaging. 78% of
Chinese internet users watch short videos.
• 68 million videos are posted each day on
WeChat Moments
• 4 billon short video views each day on Weibo,
with a 175% increase in video views from the
Sina Travel channel in 2018
• Users of Douyin increased by over 550% in 2018
• No longer “cool to have” – video is a must-have
channel for brand awareness and engagement
26 | WWW.DRAGONTRAIL.COM © 2019Other Steps to Attract Chinese Visitors How to Be Chinese-Friendly • Provide Chinese-language materials (brochures, audio guides, signs) • Chinese-speaking staff • Chinese amenities (warm water/electric kettles, Chinese tea, slippers) • Payment acceptance: UnionPay, Alipay, WeChat Pay • Digital presence: Website, social media, online listings 27 | WWW.DRAGONTRAIL.COM © 2019
Learn More
Visit www.dragontrail.com for
information on the latest trends in
Chinese outbound travel and
digital marketing, watch the
China Outbound Travel Pulse
video series, sign up for our
monthly webinar and newsletter,
follow our weekly WeChat
rankings and more.
You can also follow us on
LinkedIn, Twitter, and Facebook.
28 | WWW.DRAGONTRAIL.COM © 2019Sienna Parulis-Cook www.linkedin.com/company/dragon-trail
Communications Manager
Email: sienna.pc@dragontrail.com www.twitter.com/dragontrail
Website: www.dragontrail.com
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