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Digital Marketing for Chinese Tourism in the Post-COVID EraDragon Trail Interactive | TRConnect, June 2020
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Dragon Trail Interactive
Dragon Trail Interactive is an award-winning digital marketing and solutions agency helping travel and tourism organizations to reach and connect with China’s affluent consumers online.We combine our deep market knowledge, extensive industry relations and the diverse skill set of our multi-cultural and multi-lingual team to deliver innovative solutions and excellent service.
Founded in 2009, the company has offices in Beijing, Shanghai, Xi’an, London, and Lexington.
We are proud to work with major international brands, such as Los Angeles Tourism and Convention Board, PromPeru, Visit Sweden, Air France, Air Canada, Mactan Cebu Airport, Leading Hotels of the World, and Riu Hotels & Resorts.
Learn more about our work, and access free resources on Chinese outbound tourism at www.dragontrail.com
Social Media Strategies
• Provide useful information
• Stay visible/in touch
• Provide support
• Emphasize safety
• Provide entertainment
• Giveaways
• Join the conversation/ stay relevant
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Flight schedule updates from All Nippon Airways
Video with advice on refunds/rebooking from
Cathay Pacific
Dedicated virus-related information area, Singapore Airlines
Social Media: Best Practice Examples
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CSR
Gunma Prefecture Qatar Airways
Provide Entertainment
Shangri-la HotelsIntercontinental Hotels
Social Media: Best Practice Examples
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Emphasize Safety
Thailand Milan
Emirates Airline
All Nippon Airways
Cathay Pacific
Social Media: Best Practice Examples
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Giveaways
Asiana AirlinesVisit Korea
AirAsia
Constance Hotels & Resorts
Live Streaming in China
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• As of March 2020, there are 560 million live streaming viewers in China, 62% of the country’s internet users (CNNIC).
• Live streaming is particularly popular for entertainment and e-commerce. E-commerce sales through live streaming reached US$4.4 billion in 2018.
• Live streaming grew in popularity during the lockdown – users of e-commerce platform Taobao grew by 110% in February.
Rural live streaming “Lipstick king” Li Jiaqi
Live Streaming for OTAs
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• Trip.com Group (Ctrip): Chairman James Liang has sold 520,000 hotel rooms in 11 live streams since March
• Qunar: CEO has been live streaming from domestic destinations since April, average RMB16 million per broadcast
• Fliggy: 25,000 live streaming sessions since February• Lvmama: First live streaming session in March attracted 630,000 viewers – now a monthly
event
Live Streaming by Travel Brands
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Hotels
• Cooking classes
• Fitness classes
• DJ sets
Spring Airlines
Live Streaming on Mafengwo
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Tours of RomeGerman National Tourism BoardPlatform homepage
Live Streaming: Getting Started
• Choose a platform – Yizhibo is an
easy option. Mafengwo’s platform
is open for applications.
• Find a host – Native Chinese
speaker, experience
presenting/guiding/selling
• Prepare – Decide content, organize
giveaways, practice/run-through
• Promote – Consider the time
difference to maximize potential
audience
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UK-based live streamer Feixue Huangdu
Promotional poster for German National Tourism Board’s live stream
Digital Solutions for Contactless Service
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Online booking, via mobile
Contactless check-in, via QR code scanning
Information/concierge service provided
via WeChat mini-program
Mobile payments (Alipay and WeChat Pay)
Digital Solutions for Contactless Service: Restaurants
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Beijing, Pizza Hut
Tel Aviv, Café
This kind of technology has been popular for years in China and is just now catching on overseas as a response to the virus, to make the restaurant experience more contactless, with digital menus, ordering, and payment.
Sienna Parulis-CookAssociate Director of [email protected]