THE CHINESE TRAVELLER - DAVE RUMSEY CEO, ASAP+ daverumsey - Visit Finland
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THE CHINESE TRAVELLER
19TH OF JANUARY 2018
PREPARED BY
DAVE RUMSEY
CEO, ASAP+
daverumsey
24/7-365 DIGITAL WITHOUT COMPROMISE
SUPERNODES
OF THE EAST
“[…] So we're in mainframe 2.0 and these servers
grew, coalesced and became the Googles and the
Facebooks. We're connected to computers we don't
own. Our activity has given them extraordinary power.“
- WIRED UK, December 2017
WECHAT &
ALIPAY ECOSYSTEMS
90
SOCIAL FINANCE FINANCE
9 9 35
TWO
CHINESE
SUPER APPS 39
40 UTILITIES & SOCIAL SERVICES THAT BLUR
ALL LINES
6 UTILITIES &
TRANSPORATION SOCIAL SOCIAL
29 TRANSPORATION OF 10 8 SERVICES
8
4
CHINESE
ENTERTAINMEN
DIGITAL
DINING MEDIA
T
2
LIVES. SHOPPING COMMUN- ENTER- EDU-
13
3 3 6 ICATION TAINMENT CATION
SHOPPING 5 5 4
6 2
COMMUNICATION HEALTH CHARITY DINING CHARITY HEALTH MEDIA
1 1 1 3 3 2 1
2011 2014 2017 2011 2014 2017
WECHAT ALIPAY
Source: MGI, China’s economy a leading digital force, 2017
WITH MOBILE IN CHINA
TIME SPENT ON WECHAT VS TIME SPENT ON MOBILE IN % More than
1/3
26.5% 29.4% 31.9% 35.5% 34.1% 33.7% 35.2% Out of all mobile
activities WeChat is
the number one app
for people to engage
with on their phone
and with additional
functions of every day Of all time spent on mobile
living being Chinese are engaged on WeChat
integrated each step
along the way, the
time spent on WeChat
increases constantly.
SEP NOV JAN MAR MAY JUL SEP
2015 2016
Data source: Questmobile,2016
NAVIGATING WITHIN A
FRAGMENTED LANDSCAPE OF
SECONDARY SOCIALS* IS
ESSENTIAL FOR TARGETED
SUCCESS
Note:
This is just a small selection of
travel & OTA platforms available
INSPIRE SOCIAL MEDIA, KOL
& FRIENDS
ALL THINGS DIGITAL
RESEARCH & SEARCH, VERTICALS,
OTA & REVIEWS, OFFICIAL INFO
EVALUATE
BOOK OTA, HOTELS & AIRLINES
EXPERIENCE O2O, PAYMENT, QR, MINI
PROGRAMS
SHARE WECHAT & WEIBO
REVIEW
PERSONAL
RECOMMENDATIONS
In line with the overall media consumption behavior of Chinese, digital
channels mobile and desktop bound are the top sources for inspiration,
activity research and overall decision making, even outranking the direct &
personal advice from friends and family. Online reviews of previous travelers
and social media influencers are shaping the perception of travel
destinations more so than any other factor.
RESEARCH ON DESTINATION, TRAVEL PLANNING & BOOKING
76% Websites via computer
50% Websites or apps via phone
50% Personal recommendations
37% Advice from travel agents
21% Phone queries
19% Print Media
18% City or state tourism
offices & related
Source: Chinese Luxury Traveler, Hurun, July 2016
GOING BEYOND THE
NOTORIOUS SHOPPER
OTAs are prevalent among wealthier Chinese travelers and are only second
to personal contacts for inspiration. Overall all Chinese travelers are highly
reliant on social validation and interaction during their planning and
decision making process, regardless of OTA usage or individual booking.
KEY MOTIVATIONS FOR INT. TRAVEL ACROSS CHINESE
TRAVELLERS
38% Sight-Seeing
27% Cultural Experiences
22% Food
6% Shopping
4% Entertainment
2% Adventure / Sports
1% Wellness
Source: Chinese Luxury Traveler, Hurun, July 2015THROUGH THEIR
FAVORITE INFLUENCERS
iWom and careful shaping of opinions online are the most impactful way
for Chinese travelers throughout their journey, making social opinion
leaders even more significant throughout the marketing mix.
% OF RESPONDENTS WHO ARE
INFLUENCED BY WORD OF MOUTH
AVERAGE
48%
China
64%
Australia 51%
Taiwan
50%
South Korea 50%
Singapore
49%
Vietnam 47%
Indonesia
44%
India
44%
Japan
36%
Source: Criterio – The new digital traveler, 2017TOURISM CAMPAIGN
REVIEW
Food & wine influencer Shu Qiao – 8 short film series Tencent video av. View 500k IQIYI av. View 500k
available only Chinese video platforms
#DISCOVERTHEHEARTOFTHELONGWHITECLOUD#
With first week of the campaign
11.5m impressions, 46,000 engagements and 2.3m video viewsOVER CHINA
FLIGHT BOOKINGS, OTAS VS AIRLINE APPS/WEBSITES
26% U.S. 41%
20% UK 42%
12% Australia 49%
30% France 42%
16% Germany 22%
20% Russia 32%
36% China 11%
15% Brazil 42%
OTA AIRLINE
Source: Phocuswright: Search, Shop, Buy, The new digital Funnel, 2016THE MODE OF CHOICE
With their journey inspired by online influencers, and digital channels
holding the reigns over the decision making process, China’s love for
the mobile is also evident in the mobile share of bookings made.
CHINA MOBILE GROSS BOOKING (US$B) AND SHARE
OF ONLINE TRAVEL MARKET (%)
MOBILE GROSS BOOKINGS (US$B) 77%
MOBILE SHARE OF ONLINE GROSS BOOKING (US$B)
59%
50%
40%
30%
2014 2015 2016 2017 2018e
Source: IPSOS, 2017 Mobile Payment Usage In China ReportWITH DIGITAL WALLETS
40%
Of Chinese regularly carry less than
100RMB in cash
While still being rolled out and more of a novelty in the Western markets,
Chinese have already adopted digital payment system as a natural part of
their lives. This doesn’t stop from travel related purchases or bookings,
which are more often than not now done via digital payments.
MOBILE PAYMENT DURING TRAVELS [% BY PREFFERED
PAYMENT METHOD]
62%
57% 57%
56%
45%
33% 32% MOBILE
25% PAYMENTS
11% CASH
3% 11% 4%
CREDIT
CARDS
TAXI HOTELS TOURIST GAS STATION
ATTRACTION
Source: IPSOS, 2017 Mobile Payment Usage In China ReportMARKETING TO THE
CHINESE TRAVELLER
JD & FLIGGY
CHATBOT INFLIGHT WECHAT PAY
STRATEGIC
INTEGRATION ALIPAY PAYMENT INTEGRATION
PARTNERSHIP
Chinese consumers will be
Via Facebook messenger On flights from china to Chinese consumers can able to book flights on JD’s
passengers can book Helsinki customers can directly book and manage new travel platform and
flights, check flight status. make onboard purchases flights via Finnair's official manage loyalty program
Available in English Finnish via AliPay account Launching early 2018
and Chinese.CONNECTING THE REAL
WORLD WITH WECHAT
As WeChat is the most used app in China, it’s O2O capabilities are
profoundly changing travel behavior. After the official introduction of Mini
Programs in 2017, WeChat Go is another step into connecting the real
world with WeChat as a digital hub, with special emphasis on the travel
industry.
DISPLAY ONLINE VIDEO SOCIAL SEARCH E-COMMERCE
Instream Ads Tencent Video Moments Sogou WeChat Tenpay & Wepay
SUBSCRIPTION SERVICE MINI
ACCOUNT ACCOUNT PROGRAM
Brand Content Brand interaction Services/Apps
Interaction Modules
E-commerce
Customer Service
Loyalty Program
Reservations
O2O
Added value/benefits
Etc.LIKE AIR TO BREATHE
CHANNELS USED TO
SHARE OUTBOUND TRAVEL
EXPERIENCES DURING &
89.3% Before, during and
after the journey,
Chinese travelers are
POST JOURNEY Share regularly
10.7%
always on sharing the
entirety of their
experiences online
Rarely Share with friends on their
62.9% 45.6% 39.3% 36.5% 36.5%
social circles. They
Social Media Channel Micro-blog Local OTAs International Forums do not curate after
OTA
the trip but rather
publish their
experience in real-
time.
Data source: Questmobile,2016WHAT DO YOU EXPECT WHEN DEALING WITH MULTIPLE
CHANNELS IN % OF RESPONSES?
CONNECTED JOURNEY Integrated delivery
service 31
Digital is inextricably linked as a part of the Chinese Same promotions
24
and rewards
travel experience. It never begins or never ends,
whether being before, during or after their trip, all
Consistent brand
touchpoints are as important individually as they are image
22
as a whole in conjunction with each other.
China is challenging the notion of what a true omni- Integrated CRM 13
channel approach can become by fusing digital and
real-life together in a single seamless experience. Same product 10
assortment
Data source: BCG, Digital or Die, The Choice for Luxury BrandsTHANK YOU.
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