DragonTrail China Travel market

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Travel Digital China

Dragon Trail InteractiveReaching Affluent Chinese Consumers Online

Full Service Digital Agency

Travel TechnologyInnovator

Digital strategy for travel brands

Chinese web, social, mobile solutions

Digital program management

Creative online campaigns

Passion for technology

Innovative technology solutions

Focused on social media

Built for Chinese Consumers

Shanghai

(2010)

Beijing

(2009)

Xi’an

(2011)

Dragon Trail Interactive

China Travel Market

China Travel Market Overview

2011: Chinese travelers became the top duty free spenders

2012: China became the world’s largest tourism source market (UNWTO)

2013: 97 million Chinese have traveled abroad

- Approximately one of ten international tourists is Chinese

- Chinese tourists are the highest travel spenders with USD129 billion in 2013

- 3.3 billion domestic trips taken

China Travel Market Overview

• 2020: 400 million outbound trips expected (China Tourism Academy)

• 2015: China will become the world’s number one tourism destination (UNWTO)

- 130 million inbound trips, including 26 million foreigners, representing -3.3

• 2033: China will become the world’s largest aviation market (Boeing)

The Driving Force – Increasing Affluance

The Driving Force - Internet

• 618 million Internet users in

December 2013

• Representing 45.8% of the

Chinese population

• 3.7% YoY Growth 2012 over

2012

• 55% of internet user are

between the ages of 20 to

39

Source: CNNIC 12/2013

• 1.1 Billion Mobile Users

• 66% Smart Phone

Penetration

• 420 Million Mobile Internet

Users

• 220 Million on 3G, 167

million iOS & Android Users

More people surf the Net using

mobile phones and tablets

than PCsImage credit: China Internet Watch

The Driving Force - Mobile

The Driving Force – Social

• 91% of the online population in China has an account on a social media site

• China has the world’s most active social-media population

• Social Media in China is bigger than in any other country in the world

• Home grown social media sites have experienced fast adoption

• Social has moved way beyond daily messages and simple campaigns

• Launched by Sina, PC & mobile based

• 500+ million users,46 million daily

users,100+ million daily posts

• 130,565 corporate accounts

• 5,000 fans on average for each account

• Every user follows four corporate accounts

on average

Weibo is a Chinese microblogging service,

similar to Twitter, but with a much richer set of

features for end users and brand marketers

The Driving Force – Social - Weibo

• Tencent launched, mobile based

• 600+ million users, adding 1.6 million users

everyday

• 240+ million daily active users

• Over 400 million daily shared photos

• 100+ million overseas users (South East

Asia)

• Weixin 5.0 & beyond

WeChat is a mobile text and voice messaging

service. It is like a Chinese version of Line or

WhatsApp, with more social features

The Driving Force – Social – WeChat

Other social media sites

200 Million users

900 Million users

157 Million users

The Driving Force – Social

China Digital Landscape

• Baidu (NASDAQ:BIDU Mkt Cap: US$54 Billion)

Controls over 70% of the search market in China

• Alibaba （NASDAQ:BABA Mkt Cap: US$220 Billion)

Largest E-commerce company in China

• Tencent (HKG:0700 Mkt Cap: US$100 Billion)

Internet and investment company, owner of WeChat

*

*

* Strategic Investment

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China Digital Landscape – BAT, The Internet Giants

China Digital Landscape – Other Players

More Internet connectivity is changing the lives, lifestyle and consumer behavior of many ordinary Chinese. Nowadays, typical urbanites begin their day turning on their

computers, tablets and smartphones to check their emails or get on social media platforms. (CNN)

The Digital Consumer

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

The Internet is the most important channel to connect with affluent

consumers in China.

China’s affluent consumers are typically 20 years younger than

those in Western countries.

Social media is the most influential medium in

modern China.(Digital Influence Index)

Trust in Companies that Microblogging

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

Image credit: “The Chinese Luxury Traveler 2013” by Hurun Report

Outbound Travelers are OnlineChinese consumers are

more likely to consider a product if they see it

referred to in social media.

They are in general sceptic of information from news sources and advertising.

Harrods revealed that it hired 70 Chinese speaking

staff.

China Outbound Travel to Australia

2020 Strategy:

At least double the total tourism expenditure in Australia from the China market to reach between A$7.4 to 9.0

• In 2013, China was Australia’s second largest inbound market for visitor arrivals, and the largest market for total expenditure and visitor nights

• Chinese respondents would mostly use online sources to research trips to Australia

• Social media ranks top when it comes to planning a trip

• The use of online sources by the Chinese market was well above average across all markets

• Australia ranks 10th among outbound destinations for Chinese travelers

• 58% of survey respondents are considering travel to Australia in the next four year

• Beautiful natural environments, good food and safety were top reasons to consider a travel destination

“Like the sun and the sea, like diving in the ocean to enjoy the amazing coral. Hope everybody had a good journey in Australia!”----- Shiyu

Select In-market Digital Initiatives

Chinese Website

LATCBHelloLA.cn

HTML5 Mobile Site

NBA China Pre-Season Game Campaign

LATCB

Homepage InformationCampaign rules

LATCB NBA Pre-season Game Campaign Mobile Site

2014 Summer Spokesperson Campaign

LATCB

LATCB 2014 Summer Spokesperson

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Canada, You Can Be a Star – Integrated Mobile Campaign

CTC Content Marketing - Weibo

WeChat Campaign

CANADA TOURISM

COMMISSION

CTC Content Marketing, WeChat

Mobile Contests

CTC Content Marketing - Life Interview

Website case study

CHIC OUTLETyioulai.cn

iBeacon Outdoor Deployment

“Sweden Destination Expert”on WeChat

Blogger Match Up

神威

杨春娟

高洪雁（Shirley）

Matched Up!

137 Pillars House in Chiangmai, Thailand requested an

influencer campaign

Bangkok airways sponsorship secured

13,000,000 impressions were generated from dozens

of posts to social media sites

New Campaign

Digital Marketing in China – Tactical Considerations

Tactical Considerations

• A properly localized, and preferably locally hosted Chinese website

• Content and design of the website should be specifically targeted to the Chinese

consumer

• Communicate a clearly defined positioning and a set of emotion-invoking brand

messages

• Do not use straight translations

• Content should be optimized for Chinese search engines

• Mobile presence is just as, if not more, important than traditional PC targeted web

sites

Source: CNNIC 12/2013

Tactical Considerations

• Websites and campaigns need to be mobile adaptable

• Use innovative, engaging digital campaigns to drive traffic into your website

• Use QR codes for quick access and convenient scanning

• Social media apps play an increasingly crucial role in a brand’s social media strategy

and are effective in increasing dialogue with more people in one place

• Focus on engaged fans, beware of the zombie fan

• In social media, consistency is more important than frequency

• Get started on Weibo and WeChat, and let the power of social help drive your brand

awareness in China

Source: CNNIC 12/2013

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Travel Digital China

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