dragontrail china travel market
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Travel Digital China
Dragon Trail InteractiveReaching Affluent Chinese Consumers Online
Full Service Digital Agency
Travel TechnologyInnovator
Digital strategy for travel brands
Chinese web, social, mobile solutions
Digital program management
Creative online campaigns
Passion for technology
Innovative technology solutions
Focused on social media
Built for Chinese Consumers
Shanghai
(2010)
Beijing
(2009)
Xi’an
(2011)
Dragon Trail Interactive
China Travel Market
China Travel Market Overview
2011: Chinese travelers became the top duty free spenders
2012: China became the world’s largest tourism source market (UNWTO)
2013: 97 million Chinese have traveled abroad
- Approximately one of ten international tourists is Chinese
- Chinese tourists are the highest travel spenders with USD129 billion in 2013
- 3.3 billion domestic trips taken
China Travel Market Overview
• 2020: 400 million outbound trips expected (China Tourism Academy)
• 2015: China will become the world’s number one tourism destination (UNWTO)
- 130 million inbound trips, including 26 million foreigners, representing -3.3
• 2033: China will become the world’s largest aviation market (Boeing)
The Driving Force – Increasing Affluance
The Driving Force - Internet
• 618 million Internet users in
December 2013
• Representing 45.8% of the
Chinese population
• 3.7% YoY Growth 2012 over
2012
• 55% of internet user are
between the ages of 20 to
39
Source: CNNIC 12/2013
• 1.1 Billion Mobile Users
• 66% Smart Phone
Penetration
• 420 Million Mobile Internet
Users
• 220 Million on 3G, 167
million iOS & Android Users
More people surf the Net using
mobile phones and tablets
than PCsImage credit: China Internet Watch
The Driving Force - Mobile
The Driving Force – Social
• 91% of the online population in China has an account on a social media site
• China has the world’s most active social-media population
• Social Media in China is bigger than in any other country in the world
• Home grown social media sites have experienced fast adoption
• Social has moved way beyond daily messages and simple campaigns
• Launched by Sina, PC & mobile based
• 500+ million users,46 million daily
users,100+ million daily posts
• 130,565 corporate accounts
• 5,000 fans on average for each account
• Every user follows four corporate accounts
on average
Weibo is a Chinese microblogging service,
similar to Twitter, but with a much richer set of
features for end users and brand marketers
The Driving Force – Social - Weibo
• Tencent launched, mobile based
• 600+ million users, adding 1.6 million users
everyday
• 240+ million daily active users
• Over 400 million daily shared photos
• 100+ million overseas users (South East
Asia)
• Weixin 5.0 & beyond
WeChat is a mobile text and voice messaging
service. It is like a Chinese version of Line or
WhatsApp, with more social features
The Driving Force – Social – WeChat
Other social media sites
200 Million users
900 Million users
157 Million users
The Driving Force – Social
China Digital Landscape
• Baidu (NASDAQ:BIDU Mkt Cap: US$54 Billion)
Controls over 70% of the search market in China
• Alibaba （NASDAQ:BABA Mkt Cap: US$220 Billion)
Largest E-commerce company in China
• Tencent (HKG:0700 Mkt Cap: US$100 Billion)
Internet and investment company, owner of WeChat
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* Strategic Investment
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China Digital Landscape – BAT, The Internet Giants
China Digital Landscape – Other Players
More Internet connectivity is changing the lives, lifestyle and consumer behavior of many ordinary Chinese. Nowadays, typical urbanites begin their day turning on their
computers, tablets and smartphones to check their emails or get on social media platforms. (CNN)
The Digital Consumer
Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
The Internet is the most important channel to connect with affluent
consumers in China.
China’s affluent consumers are typically 20 years younger than
those in Western countries.
Social media is the most influential medium in
modern China.(Digital Influence Index)
Trust in Companies that Microblogging
Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
Image credit: “The Chinese Luxury Traveler 2013” by Hurun Report
Outbound Travelers are OnlineChinese consumers are
more likely to consider a product if they see it
referred to in social media.
They are in general sceptic of information from news sources and advertising.
Harrods revealed that it hired 70 Chinese speaking
staff.
China Outbound Travel to Australia
2020 Strategy:
At least double the total tourism expenditure in Australia from the China market to reach between A$7.4 to 9.0
• In 2013, China was Australia’s second largest inbound market for visitor arrivals, and the largest market for total expenditure and visitor nights
• Chinese respondents would mostly use online sources to research trips to Australia
• Social media ranks top when it comes to planning a trip
• The use of online sources by the Chinese market was well above average across all markets
• Australia ranks 10th among outbound destinations for Chinese travelers
• 58% of survey respondents are considering travel to Australia in the next four year
• Beautiful natural environments, good food and safety were top reasons to consider a travel destination
“Like the sun and the sea, like diving in the ocean to enjoy the amazing coral. Hope everybody had a good journey in Australia!”----- Shiyu
Select In-market Digital Initiatives
HTML5 Mobile Site
NBA China Pre-Season Game Campaign
LATCB
Homepage InformationCampaign rules
LATCB NBA Pre-season Game Campaign Mobile Site
2014 Summer Spokesperson Campaign
LATCB
LATCB 2014 Summer Spokesperson
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Canada, You Can Be a Star – Integrated Mobile Campaign
CTC Content Marketing - Weibo
WeChat Campaign
CANADA TOURISM
COMMISSION
CTC Content Marketing, WeChat
Mobile Contests
CTC Content Marketing - Life Interview
iBeacon Outdoor Deployment
“Sweden Destination Expert”on WeChat
Blogger Match Up
神威
杨春娟
高洪雁（Shirley）
Matched Up!
137 Pillars House in Chiangmai, Thailand requested an
influencer campaign
Bangkok airways sponsorship secured
13,000,000 impressions were generated from dozens
of posts to social media sites
New Campaign
Digital Marketing in China – Tactical Considerations
Tactical Considerations
• A properly localized, and preferably locally hosted Chinese website
• Content and design of the website should be specifically targeted to the Chinese
consumer
• Communicate a clearly defined positioning and a set of emotion-invoking brand
messages
• Do not use straight translations
• Content should be optimized for Chinese search engines
• Mobile presence is just as, if not more, important than traditional PC targeted web
sites
Source: CNNIC 12/2013
Tactical Considerations
• Websites and campaigns need to be mobile adaptable
• Use innovative, engaging digital campaigns to drive traffic into your website
• Use QR codes for quick access and convenient scanning
• Social media apps play an increasingly crucial role in a brand’s social media strategy
and are effective in increasing dialogue with more people in one place
• Focus on engaged fans, beware of the zombie fan
• In social media, consistency is more important than frequency
• Get started on Weibo and WeChat, and let the power of social help drive your brand
awareness in China
Source: CNNIC 12/2013
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Travel Digital China
Dragon Trail Interactive
Thank you