Trends and marketing strategies to attract Chinese tourists in 2024
As the pandemic restrictions become more of a distant memory, Chinese tourists are beginning to travel abroad again. This trend is marked by significant changes in travel habits and behaviors. This article will explore the latest marketing trends and strategies for targeting Chinese tourists in 2024.
Chinese tourists traveling abroad in 2024: profile and behavior
The typical profile of the contemporary Chinese tourist reflects a younger generation, mainly made up of millennials and generation Z, with high purchasing power and a preference for authentic and personalized travel experiences. They are digital natives, finding inspiration for their trips through social media platforms such as WeChat, Xiaohongshu (RED or ‘Little Red Book’), and Douyin (the Chinese version of TikTok). Thus, they use online platforms called OTA (Online Travel Agencies) such as Trip.com, Fliggy, Qunar, and Mafengwo for bookings. Then, they share their travel experiences on these platforms, inspiring others to head off on their own adventures. These platforms also offer user-generated content, travel tips and recommendations, playing a crucial role in deciding where to go and how to plan their trips.
Chinese tourists are showing increasing interest in less traditional destinations, seeking unique experiences that allow them to immerse themselves in local culture. According to Dragon Trail in 2022, tasting the local food and experiencing the way locals live are what attract them the most to these destinations.
It is important to think digital to address Chinese tourists and thus implement personalized strategies, through using popular social media and OTA platforms in China.
Marketing trends and strategies to target and attract Chinese tourists in 2024
To target and attract Chinese tourists before they choose their destinations, you must understand their behavior and how they navigate the digital landscape. It is of course essential to make yourself known in the Chinese ecosystem by being present on social media platforms and local search engines. You will also need to look into local marketing practices such as using Key Opinion Leaders / Chinese influencers.
USING WEIBO, WECHAT, RED, AND DOUYIN TO ENGAGE CHINESE TOURISTS
Setting up an integrated communications strategy across platforms such as Weibo, WeChat, RED, and Douyin is essential for maximizing your visibility and engaging your target audience. Each platform has its own special features and characteristics.
- Weibo for public announcements and interactions. Weibo’s strength lies in its ability to quickly disseminate information and influence travel trends. On this platform, brands can interact directly with users, share engaging content and partner with KOLs to reach millions of potential consumers. Engagement on Weibo can significantly increase the visibility of a tourism destination or service among Chinese travelers.
- WeChat for direct communications and customer service. By now you must already know a few things about WeChat. It’s an all-in-one platform that allows brands to manage advertising campaigns, communicate directly with consumers and process transactions through WeChat Pay. Optimizing your WeChat presence with personalized and interactive content can help you connect more effectively with Chinese travelers.
- RED for lifestyle recommendations: Known in China as Xiaohongshu, RED is a premier platform for engaging Chinese tourists through its unique combination of social networking and e-commerce. RED has established itself as a key resource for Chinese travelers looking for detailed travel recommendations, business and hotel reviews, and even information on visa procedures. Brands share itineraries and advice, which can directly influence the travel decisions of Chinese users looking for authentic experiences and reliable recommendations.
- Douyin For engagement and authenticity: platform stuffed with short videos on which KOCs (Key Opinion Consumers) share their personal travel experiences. This approach offers Chinese users content perceived as more authentic. For travel and tourism companies, partnering with these influencers can be effective in promoting their services in a more credible manner, thanks to an increased perception of authenticity.
HAVING A CHINESE VERSION OF YOUR WEBSITE AND AN SEO & SEM STRATEGY ON BAIDU
To attract Chinese tourists, having a Chinese version of your website is essential. This involves not only translating the key content of your existing site, but also culturally adapting it to capture the hearts of Chinese audiences.
Regarding SEO on Baidu, optimizing your site for the most used search engine in China is crucial for improving its online visibility. As for SEM (Search Engine Marketing), this involves using paid advertisements to effectively target Chinese tourists who are actively searching for travel information. A well-executed SEM strategy on Baidu can help you capture the attention of these potential travelers quickly and effectively.
USING KEY OPINION LEADERS TO CONVINCE CHINESE TOURISTS
Key Opinion Leaders (KOL) in China are influential figures whose opinions are trusted by millions of Internet users. Collaborating with these influencers can have a significant impact on consumer behavior, particularly in the tourism sector. KOLs share engaging content about destinations, hotels, and travel experiences, which can positively influence their followers’ travel perceptions and decisions. They are often considered more credible and trustworthy compared to traditional advertising. To get the most out using KOLs, brands must carefully choose KOLs that match their image and their target audience.
Investing in Chinese OTA (Online Travel Agencies) platforms
Flight reservations and accommodation are a crucial aspects for attracting Chinese tourists. Since most foreign OTAs are not accessible to Chinese tourists, it is important to understand the OTA ecosystem in China. Here are the main Chinese platforms for travel and booking hotels:
TRIP.COM GROUP (携程旅行网)
Previously known as C-Trip, Trip.com Group is now not only China’s largest online travel agency (OTA), but also one of the largest in the world, after its acquisition of Singapore-based Trip.com, in 2017. As a more internationally oriented platform, with an older and wealthier audience compared to its competitors, Trip.com provides more overseas content and features, such as currency exchange and foreign travel guides.
FLIGGY (FEIZHU 飞猪)
Fliggy, owned by Alibaba, and formerly known as Alitrip was born from Taobao’s travel booking service in 2014. As Trip.com’s main competitor in China, its target demographic is millennial travelers. It is well integrated into Alibaba’s ecosystem, accepting Huabei payments and connected to Alibaba’s Sesame credit system.
QUNAR (去哪)
Among the three main OTA competitors in China, Qunar is the most oriented towards domestic travel. It offers fewer international travel services than Fliggy and Trip.com. It is popular for its ability to display price comparisons between different destinations.
MAFENGWO (马蜂窝)
Before the rise of RED, Mafengwo was China’s leading social media platform for user-generated tourism content. Unlike RED however, Mafengwo also deals with flight and hotel bookings. Therefore, although it is no longer the leading social media platform for tourism, Mafengwo remains an important OTA for Chinese tourists.
TUNIU
Tuniu stands out in the OTA market not only for its strategic position but also for its dynamic community which actively shapes the travel decisions of Chinese people.
QYER
Established in Germany and now based in Beijing, Qyer has evolved from an experience-sharing network in Europe for Chinese expatriates to a complete solution for international travel, meeting the expectations of practicality and efficiency of contemporary Chinese travelers.
Understanding and integrating Chinese tourist payment methods
When traveling abroad, Chinese tourists show a strong preference for digital payments, including through apps such as Alipay, WeChat Pay, and UnionPay, reflecting the rare use of credit cards and the dominance of mobile payments in China. Companies targeting Chinese tourists are therefore encouraged to integrate these payment methods to facilitate transactions and meet the expectations of Chinese consumers.
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