Chinese tourists Archives

What is Ctrip, China’s Top OTA, and How Tourism Brands Use it?

October 26, 2023

Today, we will delve into the realm of Ctrip, the largest Chinese Online Travel Agency (OTA) also known globally as Trip.com. To provide you with a deeper insight, let’s explore its history and growth.

Firstly, Trip.com Group Limited, known as 携程集团 in Chinese, is a multinational travel service conglomerate with its headquarters in Shanghai, China. Established in 1999, the company is the owner and operator of various travel fare aggregators and travel fare metasearch engines. Notably, these include their flagship service, Trip.com, as well as Skyscanner, Qunar, Travix, and MakeMyTrip. Their online presence extends to approximately 40 languages and spans across 200 countries.

If your destination is already visited or planning to start hosting tourists from China, you have to understand how Ctrip works and how to leverage it to your advantage. This knowledge is crucial for success in the Chinese tourism market.

✈️ Learn more how to Reach Chinese Tourists on China’s top OTAs and Social Media Platforms

But first, why is the Chinese outbound tourism market so attractive to Western destinations? The reasons are compelling:

China’s Outbound Tourism

Rapid Growth

China’s middle class is rapidly expanding, and their penchant for travel is growing at a remarkable 15% CAGR. This growth is expected to surge further as incomes rise, offering a significant market for outbound travel.

Spending Power

Chinese tourists are willing to spend generously while traveling, particularly the affluent top 10% who seek prestige and luxury in their experiences, from high-end hotels to fine dining.

Diverse Interests

Chinese outbound tourists enjoy diverse experiences. Consequently, with a fondness for fine dining and city trips, this presents a golden opportunity for metropolitan centers and gourmet destinations.

Tapping into Ctrip for Marketing Success

For Western brands seeking to captivate Chinese outbound tourists, leveraging Ctrip’s digital marketing capabilities is essential. Additionally, Ctrip harnesses big data, AI, and cloud deployments to offer informed marketing services. This empowers brands to connect with potential customers through precise targeting, insightful analytics, and a variety of ad placements at every stage of their travel journey.

Ctrip Chinese Tourists

Preparation is Key: Setting the Stage for Success

Before diving into Ctrip’s digital marketing realm, meticulous preparation is vital. Firstly, localizing content to resonate with the target Chinese audience, defining a clear target audience, and formulating a comprehensive Chinese channel strategy are foundational steps. Secondly, collaboration with a Chinese marketing firm can hasten this procedure and guarantee successful outcomes and a strategy that resonates with the local culture.

Now, let’s explore some of the key features used by Chinese travelers:

Comprehensive Travel Booking: Ctrip offers a wide range of travel services, including flights, hotels, train tickets, vacation packages, and rental cars, etc.
Collaborations & Partnerships: Ctrip has established strategic partnerships with airlines, hotels, and other travel providers, enriching its offerings and securing competitive deals for customers.
Travel Insights & Content: Ctrip provides valuable travel insights, destination guides, and user-generated content to assist travelers in making informed decisions.

Branded Content Formats

Ctrip offers various content formats designed to enhance travelers’ decision-making. Moreover, from destination recommendations to inspiring travel stories and timely, engaging campaigns, these formats provide rich, user-friendly information to ensure consumers are equipped with the knowledge needed for unforgettable journeys.

Integration with Other Services

Ctrip offers more than just accommodations and flights. In addition, it includes options for booking local activities, transportation, and comprehensive travel packages. Consequently, tourism brands can integrate their offerings into these packages, expanding their reach.

Integrations with WeChat

WeChat, China’s super-app, opens a world of convenience. First and foremost, this dynamic integration enables seamless booking, preview, and VIP community management options directly through WeChat account. Moreover, through this powerful combination, you can effortlessly manage your travel plans and connect with local services.

🌏 Read How Travel Brands Can Leverage WeChat

The Diverse Ctrip Advertising Industry

Ctrip provides a variety of advertising choices that are adapted to the various requirements of Western destination brands:

Displaying a Retargeting Banner
Targeted advertisements based on consumer purchasing patterns for best results.
Integration of Hero Apps:
Working with affiliated apps to use a variety of channels to reach potential customers (see above for WeChat)
Brand placement:
The deliberate positioning of your brand in front of potential customers as they conduct searches
Trip Moments:
Integration into the Ctrip platform provides chances for branded content and easy engagement.

Engage a Chinese Marketing Agency as a Partner for Success

Collaborating with a Chinese marketing agency is advised if you want to make sure that your Ctrip digital marketing campaign is successful. Additionally, their proficiency in navigating the Chinese online marketing environment and in-depth knowledge of Ctrip’s dynamics can greatly increase the impact of your campaign and maximize leads for your tourism company.

⛴️ Discover more China’s tourism-related articles

Furthermore, embarking on a Ctrip digital marketing journey opens doors to a vast landscape of opportunities in the dynamic Chinese outbound tourism market. The potential is immense. By aligning strategies and leveraging Ctrip’s advanced capabilities, Western travel brands can truly make their mark and resonate with discerning Chinese outbound tourists. For further information, please feel free to contact us at contact@thewechatagency.com to learn more.

WeChat: Your Ultimate Travel Planning Tool

July 6, 2023

WeChat, widely known as China’s all-in-one super app, has revolutionized the way people communicate, socialize, and conduct financial transactions, but now we’ve got yet another sector coming into the ring.

While it was not initially designed as a travel planning tool, recent developments within the platform indicate a growing appetite to venture into the market share traditionally dominated by Online Travel Agencies (OTAs). This shift is particularly notable, given the whirlwind of changes the travel industry has gone through in recent years. After three long years of restricted international travel due to the global pandemic, the world is witnessing a resurgence in wanderlust. As a result, there has been a noticeable surge in travel-related content on WeChat. Users are sharing their travel experiences, tips, and recommendations, transforming the platform into a hub for travel enthusiasts.

Moreover, recent statistics reveal that a substantial portion of the Chinese population is eager to resume their international travel plans. According to a survey published by Dragon Trail Research, an astounding 60% of Chinese individuals have expressed their intentions to travel abroad this year. This renewed enthusiasm for international tourism presents a unique opportunity for WeChat to leverage its existing user base and expand its influence in the industry.

In this article, we will delve into the emerging travel-related features on WeChat and analyze how they position the platform to potentially challenge the dominance of traditional OTAs. We will also explore the implications of WeChat’s growing travel focus, both for its user base and the wider travel industry, as we navigate the new landscape of post-pandemic tourism.

WeChat as a one-stop platform to organize a trip

Mini-programs are the core of any planning tools on WeChat. Chinese Travel Consumption Trends White Paper 2023, released by Tencent Marketing Insight and Tongcheng Research Institute highlight the value and popularity of WeChat mini-programs for Chinese travelers. According to the findings, 61% of respondents said they use WeChat mini-programs to purchase travel products and services while on trips. Additionally, 34% stated that they utilize mini-programs for accommodation, transportation, attraction tickets, activities, and/or F&B, while 24% each use the mini-programs of travel platforms and OTAs.

Brands can leverage mini-programs in many ways. For example by embedding a link within the articles, pin to their official account WeChat menus, and much more.

WeChat mini-programs are simply convenient and don’t require downloading additional apps. On top of that, since they are vetted by Tencent they are also perceived as more reliable.

Mini Programs Travel WeChat

👀 Discover more about WeChat Mini-Programs

WeChat Search is another amazing tool in the WeChat’s arsenal. Users can search for virtually any kind of information from quick results for the weather forecast at their destination to suggested flight routes or accommodations. In the Search results, users can also browse through official WeChat accounts, video content, mini-programs, and more. Filtering option help them to find relevant information quickly.

One particularly eye-catching feature that can be leveraged by brands is ‘search takeover’ where brands can customize their result card and include buttons driving to different functions like booking.

WeChat Search Travel

🔍 A Quick Guide To WeChat Search

Travel Content on Official Accounts

WeChat Official Accounts, let’s not forget content published on official accounts. They remain the most important source of information and updates for Chinese travelers. That’s why it’s so important to keep them up to date. Menu, which is a close equivalent of a website, should be updated and make it easy to navigate for FAQ. Chinese customers will appreciate responsive customer service and auto-replies.

Articles can serve as a great source of inspiration. Taking into account that 17% of Chinese travelers admit that they use WeChat to plan outbound trips, there is a big chance that they might come across the content that spark their wanderlust within the platform. This rising interest in globetrotting content is already visible. According to Q1 2023 WeChat Rankings Report, average views per post on WeChat rose by 41% for airlines. Similarly, 30% for cruise trips, 42% for attractions, and 15% for hotels.

WeChat Articles Travel Tourists

✈️Reaching Chinese Tourists: Online Travel Agencies and Social Media Platforms [2023]

Last but not least, WeChat Channels can be used to find new inspirations. Viewers can discover hot spots in cities and unknown places worth a visit. With similar to Douyin’s algorithm-based feed, Channels are the must-have hub for visual video content on WeChat. Global and local attractions are already using built-in live-steaming features. Users can also browse content based on their location in order to find new hidden gems. They can also create their own content and raise awareness and promote places through UGC (user-generated content).

WeChat Channels Travel Tourists

🎥 WeChat Channels – How to Post for Success?

Conclusions

WeChat recently published a post on how the app can be used for planning a trip from the scratch. All without the need to download any other apps or leaving the platform. Click here to check it: 微信搜一搜是懂五一的. If you have any questions about leveraging WeChat for tourism, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

Keeping Up with China: Latest Market Updates and News

June 9, 2023

iFlytek demonstrates new AI writing tools based on its own language model, claims it outperform ChatGPT

With the release of its own AI language models and associated applications, iFlytek is continuing the contribution of Chinese tech companies to the global AI development initiative sparked by ChatGPT.

An artificial intelligence writing tool called the iFlytek AI Writer aids users in quickly creating articles based on given information and prompts. On May 6, the product had its initial release.

According to the chairman of iFlytek, the model has surpassed ChatGPT in the areas of Chinese long-text generation, medical knowledge, and mathematical prowess but still falls short of ChatGPT in this area.

Three upgrades will be made to the model soon. On June 9, the model will be improved with code and multimodal interaction skills, and on August 15, it will be improved with open-ended question, multi-round dialogue, and mathematical ability capabilities. He added that by October 24 the model will be on par with ChatGPT’s current level in English and surpass ChatGPT’s current level in Chinese.

https://technode.com/2023/05/10/iflytek-demonstrates-new-ai-writing-tools-based-on-its-own-language-model/

Xiaohongshu tests new feature enabling influencers to add shopping links to posts

As part of its push towards e-commerce transactions, Xiaohongshu is enabling a select group of merchants to invite platform influencers to include shopping links when they post recommended content.

Instead of connecting to external e-commerce platforms, the links are directly connected to stores within Xiaohongshu.

In January 2021, the feature was initially accessible to all platform creators, but it was removed six months later due to “unsatisfactory link conversion rates.”

Xiaohongshu, which is frequently compared to Instagram, has been refocusing on e-commerce in recent months. It tested a group-buy feature last month and found success with livestream shopping earlier this year.

https://mp.weixin.qq.com/s/FTb_v-_vYsghkMr454iNtg

LinkedIn to shut China app, cut over 700 jobs

InCareer, the Chinese version of LinkedIn, will shut down its job board in August. Thanks to our strong China-based team, InCareer had some success over the past year, but it also faced stiff competition and a difficult macroeconomic environment.

LinkedIn stated in October 2021 that the Chinese-language version of its services would be discontinued due to “a more difficult operating environment” and “greater compliance requirements.”

Instead, the Microsoft-owned company introduced InCareer, a stand-alone employment app. InCareer had 57 million users as of July 2022 and was linked to 875 million members globally via LinkedIn.

700 employees in China will lose their jobs as a result of InCareer’s decision to change its business strategy and assist Chinese companies with recruiting, marketing, and training personnel abroad.

https://news.linkedin.com/2023/may/a-message-from-linkedin-s-ceo

Dazi culture in RED

Users of Xiaohongshu list the “professional” connections they require to expand their personal social network beyond simple acquaintances.

Recently, the “Dazi Culture” has become a trend on the internet. Finding a partner for a certain activity or pursuit—be it a study partner, a travel companion, a movie buddy, or a workout partner—is central to “Dazi” culture.

“Da Zi” is a colloquial term for a friendship. They do provide a relationship that people are eager to have, especially when you just want someone to eat or shop with but not share your most private secrets with. Despite the fact that they are not close friends.

“Da Zi” may be the reason why young people associate with one another because they have common interests, taste, or preferences.

The “Voice Live” feature, which focuses on voice social networking and lets users create open rooms and have conversations with random people about a variety of topics of interest, was internally tested by Xiaohongshu in October.
In February this year, 小红书 launched a “group chat” function, continuing to break the reality-based social networking model of acquaintances and connecting strangers by interests.

https://mp.weixin.qq.com/s/rWi4TqsjEsMSXrk7uLMtew

Balenciaga gives a nod to sustainability for 520 festival

Balenciaga, a luxury French fashion house, is leveraging Chinese Gen Zers’ growing passion for sustainability in advance of the 520 shopping festival (also known as Internet Valentine’s Day).

Chinese Gen Z consumers’ attention to brands’ social responsibility has emerged as a defining characteristic. With the recent launch of 500 new sustainable products on Tmall Luxury Pavilion, luxury brands have made sure to stay on top of this trend.

Along with the launch of the line, Balenciaga also published an interactive mini-program on the messaging app WeChat. On the microblogging platform Weibo, as of May 10, the hashtag “Balenciaga 520” had accumulated 17 million views.

Balenciaga gives a nod to sustainability for 520 festival

Chinese Tourists’ Spending In Europe Rises, But Visitor Numbers Remain Weak

The return of Chinese tourists to foreign countries began closer to home, with Asian locations like Thailand, Japan, South Korea, and Singapore emerging as early favorites, according to data from several Chinese travel agencies. Richer Chinese tourists appear to be among the first to travel back to Europe.

Chinese consumers now pay much more to travel to Europe, and demand is still below pre-pandemic levels. Those who do make these lengthy trips, though, are spending more money than before.

Europe will likely have to wait until the end of 2023 or 2024 to see the return of large-scale Chinese tourism.

https://jingdaily.com/chinese-tourist-europe-spending/

Lancôme spotlights Chinese ceramics in eye cream campaign

For the promotion of its Absolute Eye Cream, Lancôme examined the beauty of conventional Chinese ceramics. The campaign uses the restoration of old objects as a metaphor for rejuvenating sagging or aging skin.

Chinese consumers’ desire for goods that honor their country’s rich cultural heritage, both old and new. Foreign brands can take advantage of this trend with clever product design and local partnerships, making it far from the exclusive domain of domestic brands.

According to the study, half of Chinese women between the ages of 25 and 30 use anti-aging products like skin-lifting creams, serums, and eye creams.

Lancôme spotlights Chinese ceramics in eye cream campaign

Court Ruling Sparks Debate Over Promoting Work on Social Media

Luxury brands are embracing the concept of “virtual luxury” more and more in order to appeal to younger, digitally savvy consumers who value sustainability and one-of-a-kind experiences. To engage customers and create fresh opportunities for brand interaction, this entails using virtual experiences and products.

But the question still stands: Is authenticity still important in marketing? While virtual luxury might be alluring in the short term, brands shouldn’t discount the value of authenticity and quality when fostering long-term consumer trust and loyalty.

Given these trends, luxury brands should think about how to strike a balance between the advantages of virtual luxury and the requirement to uphold a strong brand identity and reputation. This might entail coming up with inventive ways to combine tangible goods and services with digital ones, all the while upholding the brand’s commitment to excellence and authenticity throughout.

https://www.sixthtone.com/news/1012863

Checking the performance of prior posts within the last 30 days is now possible in the WeChat backend, which is a new data point available.