2009 china travel trends survey

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First China Travel Trends Survey - 2009


Online Travel Research in ChinaAccording to CNNIC in 2005, the Internet is the preferred method for obtaining travel information amongst Chinese Internet users.

CHINAeCONNECT.net


Survey at http://tinyurl.com/lkgjne


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)

http://tinyurl.com/lkgjne


1. Do you market to Chinese Consumer?

Yes 93%

No 7%

Maybe 0%


2. Do you have a Chinese version of your consumer website?


Yes 35%

No 65%


5. Do you write content specifically for the Chinese website or translate from your main website?


Write 11%

Translate 39%

N/A 50%


6. Is your Chinese website optimized for Chinese search engines (baidu, google, etc)?


Yes25%

No 39%

N/A 36%


6B. If no, do you plan to optimize your web site for Chinese search engines?


Yes 55%

No 10%

N/A 35%


7. Do you keep your Chinese content fresh (updated at least once per week)?


Yes 29%

No 32%

N/A 39%


7B. If no, do you plan to update your Chinese content more frequently?


Yes 50%

No 17%

Maybe 33%


11. Do you have a Chinese blog (branded)?


Yes 7%

No 93%


11B. If no, do you plan to start a branded Chinese blog?


Yes 32%

No 20%

Maybe 48%


13. Do you have a Chinese microblog(twitter, fanfou, etc.)?


Yes 4%

No 96%


13B. If no, do you plan to start a branded Chinese microblog?


Yes 21%

No 29%

Maybe 50%


15. Do you have profiles on social networks in China (Xiaonei, Kaixin001 etc)?


Yes 7%

No93%


15B. If no, do you plan to setup profiles on social networks in China?


Yes 24%

No 24%

Maybe 52%


16. Do you have a Chinese social network (branded)?


Yes 4%

No 96%


16B. If no, do you plan to setup Chinese social networks for you company / brand?


Yes27%

No23%

Maybe 50%


17. Do you share images/videos on Chinese image/video sharing sites(Youku,56.com etc)?


Yes 0%

No 100%


17B. If no, do you plan to share images/videos on Chinese image/video sharing sites?


Yes 33%

No 21%

Maybe 46%


18. Do you have a wiki about your destination in Chinese


Yes 7%

No 93%


18B. If no, do you plan to setup a wiki about your destination in Chinese?


Yes 16%

No 24%Maybe

60%


19. Do you have a Chinese PR strategy (events, media, etc)?


Yes 54%

No 46%


19B. If no, do you plan to have a PR strategy for the Chinese market?


Yes 33%

No20%

Maybe 47%


20. Do you have a Chinese digital marketing and social media strategy?


Yes 32%

No 68%


20B. If no, do you plan to have a Chinese digital marketing and social media strategy?


Yes 37%

No 16%

Maybe 47%


22. Do you buy advertising on Chinese websites/travel sites/social networks/ search engines?


Yes 0%

No 100%


22B. If no, do you plan to buy advertising on Chinese websites/travel sites/social


Yes 27%

No 32%

Maybe 41%


24. Have you connected with bloggers in China?


Yes 7%

No 93%


24B. If no, do you plan to get connected with bloggers in China?


Yes 38%

No 13%

Maybe 49%


25. Do you have a customer harvesting strategy to capture customer data (email, RSS, twitter followers)?


Yes 14%

No 86%


25B. If no, do you plan to have a customer harvesting strategy to capture customer data?


Yes45%

No 14%

Maybe 41%


26. Do you have an eLearning platform to connect with travel agents?


Yes 18%

No 82%


26B. If no, do you plan to have an eLearning platform to connect with travel agents?


Yes 43%

No 14%

Maybe43%


• Most organizations market to the Chinese market, but have not fully embraced online tools – some don’t 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


2009 china travel trends survey

Business

capture customer

chinese search

social media

travel agents

chinese website

social networks

chinese market

share imagesvideos