Cameron Armstrong Di Wang Michigan State University HOTELS’ SOCIAL MEDIA ACTIVITIES FOR CHINESE MILLENNIALS
Cameron ArmstrongDi WangMichigan State University
HOTELS’ SOCIAL MEDIA ACTIVITIES FOR CHINESE MILLENNIALS
New Generation
CHINESE MILLENNIALS
OVERVIEW➜ Chinese Millennials
○ Increasing Buying Power○ Travel Habit Analysis
➜ Hotels’ Social Media Activities○ Current Activities Directed at Chinese
Millennials○ Chinese Millennials’ Reception of Social Media
Content○ Areas for Improvement
➜ Survey About Millennials and Survey Results➜ Proposed Social Media Strategies
Contributor of outbound global travel
66%Of Chinese Millennials belong to the high income bracket
Age 15-29Represented half of Chinese travelling abroad in 2015
NO.1
Top 5 Motivationsfor Selecting Intercontinental Destination
73%Ecotourism/N
ature
67%Cultural/Historical
61%Beaches/Seaside
Attractions
59%Urban
Attractions
54%Dining/
Gastronomy
Top 10 Destination Interest for Chinese in America
Visa Waiver Program▸ In 2012, the Visa Waiver
Program enabled visits for up to 90 days without having to obtain a Visa
▸ In 2014, the new “10 Year Visa” agreement enabled short-term visits for select reasons
Change in Tourism Spend Following Visa Waiver Program
Tourism Expenditure
Each Day
Chinese travelers average spending over
$1,100 when traveling abroad, excluding accommodation
Since 2012
China has been the world’s top tourism spender
In 2014
Chinese travelers
spent $165 Billion, 33%more than the second biggest spender
Increase in Accessibility▸2014: Six non-stop
airline routes added between USA and China
▸2015: Three non-stop airline routes announced
Chinese Tourists Lead Spending in 2014
Personalization
Hotel Market Social Media Trends
Mobile Bookings, Mobile Payment
Proximal Technology
Booking Abandonment
Experience Driven Strategies
Current Digital Footprint:
○ 845,000 followers on Chinese Social Media
Partnership Opportunities:
○ Consumer & Co-op
○ Trade Outreach
○ In-Kind Contributions
○ Social Media Programs
○ USA Discovery Training Program
BRAND USA
Highlighted Programs:
○ National Events Tool
○ Golf Video & Distribution Platform
○ Red Robot
Survey of MillennialsSurveyed 100 Millennials
○46 Chinese
○ 54 American
Asked questions regarding:○ Daily usage of Social Media○ Popularity of certain Social Media in home countries○ Amount of hotel advertisements experienced in home
countries○ Appeal of certain Social Media elements○ Click-through conversions
Survey Results▸ Usage of Social Media
▹For Chinese Participants▹ WeChat (650M users), Weibo (150M users)
▹ Banned in China: Facebook, Twitter, and Instagram▹For American Participants▹ Facebook, Instagram
▸ Most Attractive Content▹Discounts and Customer Reviews
▸ Respondents’ Comments▹Make advertisement’s contents efficient▹Desire more detailed descriptions of hotel
surroundings
Solutions○Make more distinguished advertising
campaigns targeting Chinese Millennials through social media○ One-click booking through WeChat and Weibo○ Push marketing through discounts and special events○ Pull marketing through customer reviews and
descriptive web content○ Adjusting promotions, adapting to Chinese culture
Solutions Cont.○Advertise in anticipation of
popular travel times, such as summer break and Chinese New Year
○Enable advertisements through proximal technology
SummaryChinese Millennials are:
o Demographic with largest annual tourism spendo Increasing travel to Americao Evolving in technological needso Adopting specific social media
American Companies should:o Further develop and customize hotel advertisements on
Chinese Social Media Networkso Tailor advertisements to target Chinese Millennialso Consider partnering with Brand USA
Thank You!Any questions?Cameron ArmstrongDi Wang
Michigan State University