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1、1Travel Marketing A NEW JOURNEY BEGINSin China 1UPDATES TOCHINAS TOURISM MARKETNew EcologyNew DemandNew Solutions2TOURISM RECOVERYYoY Increase in Global Challenges&OpportunitiesAlthough the pandemic heavily impacted the tourism industry,its recovery is gaining momentum due to easing policies,upgrade
2、d medical technologies,and increasing consumer demand.Tourists in 2021Numbr of Chinese Tourists in 2021YoY Increase in Chinese Tourists in 2021Chinas Domestic Tourism Revenue in 2021+56.3%3.25B+12.7%2.92T3New Ecology4H2 2021TouristAmountPer CapitaConsumptionTotalRevenue0-10-20-30-40H2 2022New Ecolog
3、y Post-Covid:Regained Confidence Boosts Resurgence of TourismChinas tourism sector is witnessing a healthy recovery.Since high-income groups were less affected by the pandemic,their per capita spending power grew,thus contributing to the recovery of travel and tourism.Resumption of consumer confiden
4、ce in travel 5New Ecology South-North Disparity Remains the Same in the Wake of Tourism RecoveryWith the economy picking up and people eager to resume traveling,many regions will likely witness a sharp rebound in travel activity.Tourist hotspots such as Pearl River and Yangtze River Delta remainthe
5、most popular for outbound travel.Tourists Confidence by AreaExpected RecoveryAs the Tourists Source Worse Same Better Very GoodAs the Tourists SourceSouthwestNorthwest-9-23-27-279-711NortheastSouthern ChinaCentralChinaEastern China6103.2%Recovery YoY78%Willing to56%Planned to Increase85.32%Q1 202255
6、%Have Planned2021 Holiday Tourist FlowTraveling OverseasTravelling OverseasDesire to TravelingOverseas DestinationsSource:China Tourism AcademySource:China Tourism AcademySource:Oliver WymanNew Ecology Growing Demand for Holiday Travel Boosts Market RecoveryDemand for holiday travel continues to pic
7、k up in China as more tourists display a strong intention to travel.7New EcologyEasing Covid Travel Restrictions Enables Outbound Travel Recently,China has eased its restrictions on outbound travel.The State Council has announced several decisions to resume domestic and overseas exchanges.Policies o
8、n departure management,international flight quota,and entry have eased considerably,lowering international travel barriers.Eased departure policies have enabled smooth travelEased entry policies have reduced quarantine periods Guarantee NecessaryOutbound NeedsMandatory Quarantine Time Has Been Reduc
9、edInternational FlightsIncreasedMedical14+7*AcademicGreen Channels ProvidedBusinessEmergencyBeijing2022.5.157+77+72022.6.3Wuhan7+72022.6.14Nanjing7+32022.6.28NHC*7+3.2022.6.3011 Cities*:NHC stands for National Health Commission of China 14+7 stands for 14 days of centralized quarantine&7 days of at-
10、home medical observation8New Ecology Growing Demand forHoliday Travel Boosts Market RecoveryChinese tourists are keen to travel again.Online buzz around outbound travel40.5 M7738ViewsDiscussionCoachella 2022was trending on social media9New Ecology Gen Zs Are Expected To Be Heavy TravelersGen Zs have
11、 emerged as a key demographic for travel marketers as they have been enthusiastic about making travel plans and have a strong purchasing power.Therefore,winning over Gen Zs is critical for travel marketing.2021 Online Tourism Consumption Growth YoYOnline Tourism OrderGen XGen YGen Z105%Growth in Gen
12、 Z5.8%12.3%26.3%Source:Fastdata10New Demand11New EcologyFour Travel Trends that Emerged in the Post-Covid EraRecently,Chinese tourists have been highly valuing companionship while traveling,increasing the demand for group tours.More tourists are also looking for immersive and leisure tours,which saw
13、 a 66.9%increase in demand.In addition,more people favor off-the-grid destinations,resulting in a growth in demand for personalized tours.Group ToursImmersive ToursLeisure ToursPersonalized Tours12 The pandemic has intensified feelings of loneliness,leading more Chinese tourists to prefer traveling
14、with their friends or families.There has been stronger preferences for destinations suitable for group tours with a focus on strengthening their emotional bonds.66%Prefer to Travel with Family/Friends Source:mafengwoGroup Tours13 Epitomized by camping,embarking on leisure tours has grown in populari
15、ty.Travelers are eager to escape from the city lifes hustle and bustle by enjoying a nature getaway.81%Prefer Nature-related Trips Source:DragontrailLeisure Tours14When it comes to younger travelers,they prefer to fully immerse themselves in local scenery and customs as opposed to going on daka(打卡)t
16、rips,which involve visiting as many destinations as possible.76%Focus on City&CultureSource:DragontrailImmersive Tours15As a stress reliever,more people are turning to sports,such as rafting,snorkeling,surfing,and skydiving.+235%Increase in Travel+Sports Keywords Source:ctripPersonalizedTours16New D
17、emand Chinese Tourists AreCautious on Selecting Destinations Due to Safety ConcernsAsian countries such as Japan,South Korea,and Thailand are among the top three most popular countries for Chinese tourists.Asia57%Europe14%Oceania3%JP 59%SG 34%TH&KR 52%Preferred DestinationSource:Oliver Wyman,Dragont
18、rail17New Demand Chinese Tourists AreCautious on Selecting Destinations Due to Safety Concerns With safety as their biggest concern,consumer confidence in traveling is supported by policies among these numbers.59%37%52%Source:DragontrailLocal EpidemicSituationHealthSecurityHospitality to Chinese18Ne
19、w DemandChinese Tourists Are Prioritizing Dining,Entertainment,and Shopping ExperiencesChinas tourists are setting aside more budget for dining,entertainment,and shopping experiences.Budget Increased inFood82%Shopping62%Entertainment70%Hotel55%Source:Oliver Wyman1975.9%Gen Z93.4%Usage in Gen Z Onlin
20、e Tourism Users100M+Users Follow Outbound Tourism Contents MonthlyInterested in Tourism ContentNew Demand Gen Zs Are Expected To Be Heavy TravelersSocial media and digital marketing are effective marketing tools for the tourism industry to reach Gen Zs.Many of them turn to social media for informati
21、on regarding traveling and can be influenced through that medium.Source:Fastdata,Tencent20New Solutions21 The epidemic has altered lifestyles and accelerated the development of online communication,interaction,and consumption.With online media platforms gaining popularity,advertisers can leverage th
22、ese New SolutionOmnichannel Approach to Tourism Marketingplatforms to conduct precise marketing and reach their audience.112K+Travel ContentCreators2.27TNTravel ContentTotal Views22 New StrategyCover User Touchpoints to Maximize Brand AwarenessFULL CAMPAIGN FUNNEL COVERAGEBrands can deliver ads on d
23、ifferent placements with content ranging from travel seeding to itinerary making.Providing users with a variety of related content can gradually build their trust in brands and increase offline visits.Public AdvertisingTourist Spot SeedingSearch AdsDestination SearchCommunicationOffline ConversionBr
24、and Community Operation23PRECISE TARGETING TECHNOLOGYWe can improve target marketing by upgrading advertising technologies to reach our core audience directly and effectively.Our intelligent system can also optimize localized creatives through rigorous data analysis to attract local users.EFFICIENCY
25、NATIVEX DMPLocalized Creativesand RefiningCreative Testing data libraryEnrich the PERMEATION We aim to drive traffic to brand private pools by maximizing official website visits and leading new followers to the official account.By using the DMP database,we can effectively save campaign costs,and emp
26、ower the brand to prepare for peak travel seasons within a limited budget.24New StrategyFlexible Use of a DMP to Improve Campaign Efficiency NATIVEX DMP DATABASE NATIVEX DMP databaseDatabaseAdvertisingBrand CommunityGenerate targeting packages with labels1324Connect with media database to realize la
27、bel mappingDeliver the targeting packageAccumulate brand followersCore TouristsPotential Audience25OUR CAPABILITIESOur database covers Chinas population and can precisely target potential tourists in China by using basic,interest and scenario tags.200+interest tagsEducation,Entertainment,Work,Film,S
28、hopping,Life,Travel,Idol,Music,etc.Daily Devices 600M500+scenario tagsTourist attraction,Popular restaurant,Star hotel,Duty-free shop,Airport,Commercial exhibition,etc.50+basic tagsGender,Age,Consumption habit,Occupation,Location,Marital status,etc.Coverred App 1.2MDaily Active Users 1.4BConnected C
29、hannels 1000+26New StrategyLocalized Delivery Creatives Based on Data InsightOptimizing advertising creatives based on DMP data&industrial insights can help brands match advertising strategies with local markets&ignite users travel passion.Audience InsightIndustry Delivery InsightDMP targeting packa
30、geMultiple channels data analysisCover various creative formsMulti-dimensional criteriaCustomize creative strategyOptimize CreativeLocalized content Seeding proposition Prospective creative27Produce&iterate highly localized creatives from various aspects to guarantee ads are time-sensitive and trend
31、y.CONTENT Camping Food exploration Lesser-known activityLANGUAGE Regional dialects Local contextsFORMBrand TVC Trending clips Fit reading habits Real-person Drama Heated topic Localized plotsDESIGN Fit into Chinese aesthetics Avoid cultural differencesTEXT Fit into local contexts Follow local trends
32、 Follow local buzzwordsMATERIAL Local models Local scene shootingCreativeDesignCreative Make28New StrategyImmersive Online Branding Events via Douyins Diverse Campaign ToolsTo reach and engage more potential users,TikToks branding events can be leveraged to advertise digital travelling.Brands can co
33、llect leads of active participants through these events to inform their next precise advertising strategy,and get inspiration from UGCs to produce more appealing content to attract users.HTCBranded MissionInfluencerUGCStimulate CreationContent recommendation Increase brand followersLeadBuild HypeBui
34、ld brand credibilityIncrease brand followersBrand Exposure Drive TrafficBrandBranded Mission&HTC29CREATIVE DIRECTIONFond of playing?Come and experience exotic activitiesFond of viewing?Come and appreciate splendid sceneryFond of eating?Come and enjoy the gourmet feastFond of experiencing?Come and ba
35、th in local culture30Pan-entertainment platforms Video content platformsVertical platformsForm brand content poolBrandKOLKOCUserKOL/KOC contentProduce quality contentProduce considerable contentAuthorizeBrand contentEnhance trustDrive trafficExpose brand message Offer creativereferenceBuild connecti
36、onActiveinteractionNew StrategyLeverage Influencer Marketing to Build Constant Buzz for BrandsTapping on influencers can help to promote brand content on multiple platforms.Influencers can cover user interests comprehensively across different platforms,which can enhance the brand image and maximize
37、brand credibility given the influencers creativity&reputation.31Low reputation Brands can also develop flexible influencer strategies based on platforms distinctive features&influencer landscape to meet the campaign objective.KOLs original videos+texts&images to increase exposure of tourist attracti
38、ons10%mega KOLs10%mega KOLs30%macro KOLs20%macro KOLs60%KOCs40%mid-tier KOLs30%macro KOLs30%KOCs60%KOCsMulti-tiered KOL content to generate popular travel topicsKOL endorsement+livestreaming to enhance impressionObjectiveDestinationawarenessEventcampaignOngoingoperationStrategyRecommended platformRe
39、commended influencer combinationHigh reputation32New Solution Case Study:Cultivate Country AwarenessLive-streaming on vertical platforms has become a popular approach to entice travelers.Tourism Western AustraliaNEXT STOP WESTERN AUSTRALIA2M Exposure5K New FollowersHighlights-Campaign period:2021-Bi
40、lingual KOL livestreaming to introduce sceneries&sharing travel tips.-Variety of creatives to highlight destinations that are suitable for different travellers.Bilingual HostBring AudienceCloserTalent Show Travel TipsIntroduce Ways of TravelingAttract Fans33Tourism New ZealandLITTLE WISHESHighlights
41、 via social platforms.-Campaign period:2021-Kids served as cultural ambassadors to boost cultural communication-Increase engagement and sharing via incentives such as free flight tickets.88.54M+Exposure290K EngagementNew SolutionCase Study:Increase Travel InteractionSocial media platforms were cruci
42、al in creating social buzz and boosting interaction with the core audience.-Campaign period:2021-Extensive IP advertising on social media to present new travel scenes.-Amplify the campaign volume by user interaction&KOL videos for wider reach.-Promote traveling carnivals online and hold activities i
43、n corresponding cities to boost offline conversion.34New SolutionCase Study:Build Connection A combination of online branding activities and offline events enhanced consumer connection.Tourism Sichuan ProvinceA Tour to Xiling Snow Mountain#千秋西岭四季盛景Highlights180M+Exposure+10%Tourists Growth35GLOBAL D
44、IGITAL MARKETING EXPERTNATIVEX IS A LEADING DIGITAL MARKETING AGENCY PROVIDING ADVERTISERS ACCESS TO THE WORLDS TOP TRAFFIC CHANNELS.NATIVEX HELPS BRANDS AND APPS WORLDWIDE THROUGH A SUITE OF AUTOMATED USER ACQUISITION TOOLS,INFLUENCER MARKETING SERVICES,AND CREATIVE CUSTOMIZATION CAPABILITIES.950M+Daily Devices Reached200+Countries&RegionsE-mail:Address:43rd and 44th Floor,East Tower of Top Plaza,222-3 Xingmin Road,Tianhe District,Guangzhou3000+ClientsWorldwide17OfficesGlobally