10 Techniques to Attract Chinese Tourists Online

Are you a hotel? A villa provider? or maybe a shopping mall or foreign luxury brand looking to attract Chinese tourists? Here are 10 tips that will help you to attract them, the digital way ….

 

Overview of China’s outbound market and online activity

 

According to Travel China Guide, there were more than 120 million Chinese people going abroad last year in 2015, a volume which grew by 12% compared to the previous year, 2014. Chinese tourists are also high spenders. According to GFK, a global market research agency, Chinese travellers spent 229 Billion USD over the course of 2015. Half of these tourists are reported to be millennials (born in late 1980’s – 1990’s) resulting in a shift of Chinese tourists characteristics: tend to go more towards independent travel instead of groups, enjoy more adventure, typical local activities, etc.

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#1 Have a thorough operation plan

Just like any business, you have to create an overall effective operation plan in order to attract your target customers. The things you will have to include in this operation plans are mainly strategies and contingency plans aimed at resolving any issues that may emerge when operation your hotel or business. Since we are focusing here on Chinese tourists, you should be aware of the fact that your reputation could be built or broken just by not taking care of a “small matter”. Chinese people are very digital savvy. With more than 660 million internet users in China and about 90% having a social media account, needless to say, they enjoy sharing information and more specifically positive AND negative comments. So don’t forget to build some contingency plans to prepare your business for any Chinese tourist related situations.

 

#2 Define specifically your business goals

We talked about the process but before having a road, a travel plan, you should have a goal. It is very important for your business goal to attract Chinese tourists to be SMART. This means the goal should be specific, measurable, attainable, realistic and timely. When launching your digital campaign in China what is your main goal? Is it to increase your brand awareness, because few Chinese people know about your brand? Do you want to focus on generating traffic to your website? Or maybe do you want to improve your reputation?

 

#3 Communicate about the surroundings, not your property

accor site

Accor Hotels China website

Whether you are Louis Vuitton or Mercure hotel, do not only focus on your brand, property, facilities, products, and services. Chinese tourists just like any tourists are not going to let’s say Miami to stay at a particular hotel or to buy a certain brand (which by the way often has several locations all around the world). What a tourist want in Miami are the palm trees, the weather, enjoy the beaches and a relaxed atmosphere. If you want to communicate efficiently with Chinese tourists on social media you will have to communicate about the experience they could enjoy in your destination. If we take London for example, it would be tourist attractions such as the London Eye or Buckingham Palace. Other services and shopping amenities are additional and a plus for the Chinese tourists, who, as I said earlier like to spend abroad.

 

#4 Don’t forget about basic tourists issues

You may be tempted to talk on some Chinese social media platforms about some irrelevant issues such as a foreign celebrity being in town or a new book launch but don’t do it. Your business will be better off by posting relevant content related to Chinese tourists need such as leisure activities, weather, Chinese food/restaurant, a Chinese celebrity who already visited your store, hotel or restaurant for example, and so on.

huanglei

Huang Lei in New Zealand

Huang Lei and his wife were invited to spend their wedding anniversary in New Zealand by the local Tourism organisation. Their trip was shared on social media on Weibo (pictures, videos). Huang lei has over 20 million fans on his Weibo media account resulting in more than 710 000 Chinese social media users engaged in this content.

 

#5 Provide relevant content

gucci kol

Gucci official page shared news about a celebrity concert (Reloaded)

In the same line of the fourth tip, you should only post good quality and relevant content. Your content should be diverse: videos and pictures. Also, do not hesitate to post some content in the begin and then to adapt your content marketing strategy according to your Chinese follower’s feedbacks. We always say in business that listening is a very important skill which is actually very true in private life as well. Listen and then tailor your digital strategy.

 

#6 Engage Chinese tourists on Social media

Having followers on WeChat or Weibo is great but now what you have to do is to engage them to create a real flow of interest and potential future customers. Use creative ways such as games, challenges or Q&A, for example, to push your Chinese followers to interact with you but also with each other.

 

#7 Do some storytelling and have a real brand power

If you really want your brand to gain visibility and to be seen as a must-visit place at your location, you should have a strong brand image. This brand image should be unique and proper to your brand. You can use storytelling by posting videos on Youku and then sharing it on social media for example. You can choose any kind of characteristics as long as it aligns with your corporate values and shows your business as a human corporation.

accor youku

Video about Accor hotels on Youku 

 

#8 Take care of your employees in charge of the project

Speaking about human beings, last research and studies showed that taking care of your employees actually allows you to deliver better products and services. A study done by Shangri-la stated that upselling at the front desk improved hotel reputation by 25%! Needless to say, if you have social media managers who are not fully committed or even trusted, they won’t do the best they could do. Allow your social managers to be autonomous, to work independently while providing them with clear objectives, efficient tools, and the right contacts to reach out for in case of emergency.

 

#9 Work with Official account

Before engaging with your followers, or even creating a social media account, you should make sure that your accounts are “official”. If we take WeChat for example, if you don’t have the official account status you can’t have your own company QR code, send push notifications to your followers and in some cases (depending on the type of official account) you can’t create your own app or mini-website on WeChat. Finally, if you own a verified account, Chinese visitors will have more trust in your brand and your reputation will improve.

guess official

Example of an official account (Guess on Weibo)

 

#10 Collaborate with a local digital marketing partner

If all of these social media strategy planning is too overwhelming (which I can totally understand), don’t hesitate to reach out to a local partner. Chinese tourists have their own characteristics and trends evolve fast. Another issue you may encounter while launching a digital campaign to attract Chinese tourists is the Chinese language. A digital marketing agency located in China will have not only the knowledge of the market but also the personnel to communicate efficiently with your Chinese followers.

 

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14 thoughts on “10 Techniques to Attract Chinese Tourists Online”

  1. Pingback: Chinese Tourists Biggest Spenders in the World | ITAO Trip

    1. Thank you for sharing this information. Chinese Tourists are becoming better, and are really good client (with their spending) I Think Swiss People should respect them more. 😉 or one day they might regret it.

  2. In the first six months of the year, nationals of the world’s second-largest economy made more than 71 million trips abroad.

    In the tourism sector, the Chinese is king. All the host countries are trying to attract him, even if one is happy to make fun of his so-called bad manners, like penniless aristocrats against a new rich man. In the first six months of the year, nationals of the world’s second-largest economy made more than 71 million trips abroad, an increase of 15% over the same period of 2017. This is one of the figures released Wednesday, August 22, in a study by the China Tourism Academy, which depends on the ministries of tourism and culture.

    For its director, Dai Bin, this increase can be explained by the increase in purchasing power of his compatriots. A trend that should continue according to a Morgan Stanley report published in May: in 2030, more than 35% of the population will be considered as belonging to the most privileged layers (upper middle class and beyond) – against 10% in 2015 The annual disposable income is expected to be more than 10,800 dollars (nearly 9,300 euros), twice as much as in 2015 for households living in cities, says the study.

  3. I am the Manager of Camel Trek Tours Morocco , Moroccan Travel Agency based in Merzouga (Erg Chebbi), specializing in customized Morocco Private Tours Sahara Desert Tours and Mountains Treks. right now we are looking for travel agencies to market our tours packages in China. Can you help?

      1. Hi Guys,

        I am interested in Chinese Muslim community for Umrha and Hajj to Saudi Arabia holly places; Mecca and Medina
        Looking for local Chinese Travel Agencies

  4. Hello seoagencychina ,
    I am Muhammad Irfan we are working in Dubai and our company are arranging all tours across UAE . We are providing our guests proper services in discount prices. Now we have special packages for our new business partners in China .

  5. Hello,
    We are a travel Site, leading in China for young trip. We are searching for serious local partners, Agents, Hotel and activities.
    Seoagencychina, can you add my email to your list of outbound TO.

    (We only want serious, not small shitty guide that pretend to be agencies, we want those know how to deal with Chinese people)

  6. Jordan is a colorful kingdom in the Middle East; a small country rooted in the heart of the turbulent sacred lands yet remaining peaceful and calm. Jordan is full of spectacular attractions, from the Nabataean stonemason’s masterpiece Petra to the very spot where John batized Jesus at Betahany-Beyond-the Jordan, or to Mt. Nebo, where you can see the same view of the Promised Land that Moses saw just before he died. You can get little more adventurous in Jordan: get into your Bedouin outfit and follow the camel prints of Lawrence of Arabia from his headquarters fort at Azraq through the desert to Wadi Rum. When you leave the crusader forts and the golden desert behind you can find yourself diving off the coast of Aqaba into the azure Red Sea swimming out to the coral reefs; or simply relaxing on the beach to take time of imprint your journey in your mind

    We have put together the rest of sightseeing” that one can experience whilst here in Jordan and we are happy to arrange it for you.

    Emergency contact: Mrs.Majeda 00962796482717

    Warm Regards,

    The Team at

    Glory travel & Tourism

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