2009 china travel trends survey
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The document discusses the results of a survey conducted with tourism boards and hotel companies on their marketing efforts towards Chinese consumers online. It finds that while most organizations market to China, many do not have a Chinese website or fully utilize online tools. Efforts made online so far have primarily involved major players, without integrating online and offline initiatives or using technology in sophisticated ways. All organizations agreed the importance of online marketing will grow as Chinese consumers increasingly use the internet.
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2009 china travel trends survey
- 1. Contact us for more Information: [email_address] www.DragonTrail.com First China Travel Trends Survey - 2009 CHINA TRAVEL TRENDS . com
- 2. Online Travel Research in China According to CNNIC in 2005, the Internet is the preferred method for obtaining travel information amongst Chinese Internet users. CHINAeCONNECT.net
- 3. Survey at http://tinyurl.com/lkgjne D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM China Travel Trends Survey on how tourist boards and hotel companies market to China online Initial interviews were conducted at Asia Travel Mart in Shanghai (June 2009)
- 4. 1. Do you market to Chinese Consumer?
- 5. 2. Do you have a Chinese version of your consumer website? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 6. 5. Do you write content specifically for the Chinese website or translate from your main website? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 7. 6. Is your Chinese website optimized for Chinese search engines (baidu, google, etc)? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 8. 6B. If no, do you plan to optimize your web site for Chinese search engines? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 9. 7. Do you keep your Chinese content fresh (updated at least once per week)? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 10. 7B. If no, do you plan to update your Chinese content more frequently? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 11. 11. Do you have a Chinese blog (branded)? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 12. 11B. If no, do you plan to start a branded Chinese blog? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 13. 13. Do you have a Chinese microblog (twitter, fanfou, etc.)? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 14. 13B. If no, do you plan to start a branded Chinese microblog? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 15. 15. Do you have profiles on social networks in China (Xiaonei, Kaixin001 etc)? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 16. 15B. If no, do you plan to setup profiles on social networks in China? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 17. 16. Do you have a Chinese social network (branded)? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 18. 16B. If no, do you plan to setup Chinese social networks for you company / brand? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 19. 17. Do you share images/videos on Chinese image/video sharing sites(Youku,56.com etc)? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 20. 17B. If no, do you plan to share images/videos on Chinese image/video sharing sites? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 21. 18. Do you have a wiki about your destination in Chinese D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 22. 18B. If no, do you plan to setup a wiki about your destination in Chinese? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 23. 19. Do you have a Chinese PR strategy (events, media, etc)? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 24. 19B. If no, do you plan to have a PR strategy for the Chinese market? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 25. 20. Do you have a Chinese digital marketing and social media strategy? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 26. 20B. If no, do you plan to have a Chinese digital marketing and social media strategy? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 27. 22. Do you buy advertising on Chinese websites/ travel sites/social networks/ search engines? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 28. 22B. If no, do you plan to buy advertising on Chinese websites/travel sites/social D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 29. 24. Have you connected with bloggers in China? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 30. 24B. If no, do you plan to get connected with bloggers in China? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 31. 25. Do you have a customer harvesting strategy to capture customer data (email, RSS, twitter followers)? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 32. 25B. If no, do you plan to have a customer harvesting strategy to capture customer data? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 33. 26. Do you have an eLearning platform to connect with travel agents? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 34. 26B. If no, do you plan to have an eLearning platform to connect with travel agents? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 35. Most organizations market to the Chinese market, but have not fully embraced online tools some dont even have a Chinese website, and many of the Chinese websites are rudimentary. There is an interest to do more online, but either the expertise or the resources are missing. Online campaigns that have been done were only with the major players (Sina, Sohu, Ctrip, Baidu, etc.), but not with niche and long tail players. Online and offline initiatives are seldom integrated, and sophisticated use of technology is missing (trip planners, social media tools, meta search, content syndication, etc.) All surveyed organizations agreed that online will be more important, and will play a bigger role in their efforts, due to the fact that Chinese consumers are using the internet and social networks. Key Survey Findings
- 36. 油