1、Unlocking the Secret to Tourism Spending:Strategies to Capture the Attention of Chinese TravelersFebruary 20242ForewordIn 2023,the tourism industry experienced a resilient recovery and gradually returned to near pre-pandemic levels,thanks to supportive policies and the“revenge traveling”psychology.I

2、t is anticipated that in 2024,there will be a significant increase in the number of travelers and their spending on tourism.The 2024 Spring Festival is expected to lead to a surge in Chinese tourist travel,positively impacting both domestic and outbound tourism markets.However,evolving preferences a

3、nd behaviors adopted throughout the pandemic years mean Chinese travelers will likely travel and shop differently than before:Emerging inbound and outbound travel trends,like the“3C”trend,Ice and Snow,etc.Current performance of popular travel destinations among Chinese travelers such as Hainan,Hong

4、Kong,Macau,ski resorts,Thailand,etc.Shifts in consumer behaviors related to travel expenditures.To effectively attract Chinese travelers,brands must swiftly harness insights from social big data to identify emerging trends in Chinese travel.This enables them to develop tailored marketing campaigns a

5、nd create unique experiences that align with the evolving preferences of these travelers.TABLE OF CONTENTSChinese Traveler Market OverviewDomestic Travel TrendsOutbound Travel TrendsDeep Dive on Key Travelling SpotsThe Constantly Evolving Chinese TravelersHow to Win Chinese Travelers Cases&Highlight

6、s4Chinese Travelers MarketResilient Recovery and Promising Outlook1 The Minister of Culture and Tourism of the Peoples Republic of China and the Exit-Entry Administration of the Peoples Republic of China.2 Carat3 National Immigration Administration4 AlipayThe images were organized and drawn by Curio

7、sityChina.5Promising Travel Market:Increased Mainland And Outbound Travelers Drove Consumer Spending In 2023,Reaching Or Surpassing 2019s Figures5.4 billionThe mainland travel market saw rapid growth and remained at a high level after the lift of COVID-19 restrictions.5.2 trillion RMBThe outbound tr

8、avel market climbed up but still had a gap vs.the 2019 level.2023 Golden Week:average per capita expenditure105%of 2019206 million11342023 domestic travel:estimated number of travelers90%of 20192023 domestic travel:estimated consumption91%of 20192023 outbound&inbound travelers+218.7%vs 2022By the en

9、d of 2023,China was expected to reclaim the spot oftop 1 market for global tourism.261.The data in the images is derived from the Minister of Culture and Tourism of the Peoples Republic of China.The image was organized and drawn by CuriosityChina.2.The data in the images is derived from reports of T

10、 Group Ltd and Alipay.The image was organized and drawn by CuriosityChina.2024 Spring Festival:Anticipated Surge In Chinese Tourist Travel,Boosting Domestic And Outbound Tourism MarketsNumber of Domestic Travelers and Consumption(Bn)1*Bubble size represents the per capita spending(millions).2023 Spr

11、ing Festival2023 May Day Holiday2023 Golden Week(Mid-Autumn Festival and National Day)2024 Spring Festival308 Million Travelers375.84SpendingBooming consumptionOutbound Travel Bookings and Consumption(Bn)2Outbound travel bookings grew by 640%YoY.Ant Baos overseas travel insurance sales skyrocketed,i

12、ncreasing 61-foldYoY.Overall volume of outbound travel bookingssurged by nearly 700%YoY.Compared to 2019,the average per capita expenditureincreased by 40%.Outbound travel bookingsincreased by over 800%YoY.The average per capita expenditureslightly increased to 105%of the level in 2019.2023 Spring F

13、estival2023 May Day Festival2023 Golden Week(Mid-Autumn Festival and National Day)274 Million Travelers148.05Spending826 Million Travelers753.43Spending+1.5%vs 2019Estimated7 During COVID-19,the public accumulated tons of travel information and plans,which inspired a revengeful mood and drove them t

14、o travel as soon as possible after the end of the lockdown.Despite consumers becoming more cautious with their overall spending after the pandemic,they are still willing to continue spending on enjoying life,such as travel.According to McKinsey consumer research in Q3 2023,travel is the category whe

15、re Chinese consumers are most likely to indulge and splurge,surpassing other categories like restaurants and groceries.The travel demand was greatly stimulated after the end of the pandemic lockdown.Travel-related topics such as“Speedy Tourism,”“Zibo barbecue”and“Citywalk”have triggered a lot of dis

16、cussions on social media.The Psychology Of“Revenge Traveling”And Self-reward,Along With Favorable Policies,Drives The Prosperity Of The Tourism Market.Government Support After The PandemicRevenge Tourism-Compensation Psychology for The Inability to Travel During The PandemicDomestic Chinese Governme

17、nt:Cultural and tourism integration Fiscal and financial support Tourism enterprises support policies Enhancing the tourism consumption experienceOutbound Chinese&Foreign Government:Gradually resume outbound tourism/group tours.Visa-free policy&streamlined visa processes for tourists Consumer subsid

18、ies in vouchers(e.g.Hong Kong,Macau)Campaign by local tourism bureaus8Domestic Travel Trends:“3C”,Staycation,Snow-play vs.Winter EscapeThrough The 3C Trends,Travelers Are Discovering A More Beautiful,Culturally Profound,Unique,And Diverse China.1 Data Source:RED2 Data Source:Ctrip9#City WalkFocusing

19、 on first-tier cities,the“city walk”combines the enjoyment of city architecture,dining,entertainment,shopping,and leisure activities.It is a popular and casual way of travel for modern people.#City Walk triggered 3.7M+posts on RED in 2023 and the search volume of“City Walk”grew 140 times YoY 1.#Coun

20、tryside Tourism#Culture TourismThis trend focuses on rural areas.The number of bookings for Countryside Tourism hotels nationwide has increased by more than 4 times compared to the same period before the pandemic(2019)2.Focusing on music,food,and cultural performances,this trend represents travelers

21、 desire to immerse themselves more deeply to understand and experience the diverse culture of China.Individuals With A Certain Level Of Purchasing Power Are Inclined To Choose Low-energy”Staycation“Trips To Alleviate Work-related Stress，Which Provides Vast Potential For High-end Hotels And Resorts.1

22、0Emphasizing a sense of relaxation.Focusing on the experience of having a vacation spent in a hotel,which is also a hot topic on social platforms.Staycation presents both opportunities and challenges for high-end hotels and resorts.As travelers seek better experiences and adopt more rational consump

23、tion patterns,hotels must offer high-quality services,distinctive environments,and culinary or experiential offerings that showcase local culture to set them apart from other establishments.#StaycationSeasonally,There Are Two Main Contrasting Trends During Winter For The Upcoming CNY:Snow-play Vs.Wi

24、nter Escape 11#Winter Escape#Snow PlayTravel to Northern China for activities related to snow like skiing,sightseeing,etc.Harbin,the capital city of Heilongjiang province in northeastern China,has recently gained tremendous popularity on social media platforms,primarily due to its abundant ice and s

25、now activities.Ski resorts like Changbai Mountain,Songhua Lake,Xinjiang,etc.remained popular.On the contrary,northern people escape the cold and travel to southern China,like Hainan Island,Yunnan Province,etc.to enjoy the warm climate.Hainan Island has emerged as a popular winter tourist destination

26、 and a rising star in domestic luxury shopping with its unique island scenery and supportive duty-free shopping policies12Outbound Travel Trends:From Near to Far,From Pioneers to Public,High-end ExperiencesFrom Near To Far:As International Flights Recover Slowly And Steadily,Outbound Travel Is Resum

27、ing From Short-haul Destinations To Long-haul Ones1 Data Source from CAA,pictured by CuriosityChina2 Data Source from China Tourism Academy,pictured by CuriosityChina.132023 First Half Year Word Clouds of Global Destinations for Chinese Tourists2International Flight Volumes and Recovery Rate from Ch

28、ina in First 42 Weeks1Outbound Flight volumesRecovery RateAsian countries such as Thailand,Japan,South Korea,and Singapore have become popular destinations for Chinese outbound travelers.Long-distance travel to Europe,the United States,and the Middle East is still gradually recovering.There are more

29、 flight frequencies to East Asia and Southeast Asia,with further room for recovery rate improvement.Flight recovery to European destinations has been relatively good,while flight resumption to the United States is only at around 10%.0%20%40%60%80%100%00500600700800900KoreaJapanThailandEur

30、opeSingaporeMalaysiaMiddle eastVietnamAustraliaUKUSAFrom Pioneers To Public:The Demographic Of Outbound Travelers Will Expand From Young Individuals From First-tier Cities To The General Public From Lower-tier Cities1 Data Source:ChinaDaily2 Data Source:Guangzhilv14Travel Pioneers1Early TravelersIce

31、 Breaking&Trial2023 Q1/Q2Accelerate Recovery2023 Q3/Q4Explosion2024Travelers mostly from first-tier cities.Traveling in a group remains the preferred choiceIsland travel is the top choice,especially for islands in Southeast AsiaMore elderly travelers(Retired elderly group-Above 50 yo signing up for

32、outbound group travel during Golden Week2)General PublicTravelers from all age groups throughout the yearOutbound travel penetrates lower-tier cities.Growing interest in niche travel destinations and longer-duration immersive experiences.68.5%Post-90s78%Group Travel44.6%Above 50 yo.Post-90s Young in

33、dividualsCustomized small groups&semi-independent tours.Growing preference for medium to long-term trips,with a desire to explore more distant destinations.15Fresh TouristExperience HunterThe EliteFamilyThe SilverDEEP DIVE:5 Segmentations Of Outbound TouristsAge 18-24Monthly Income 8k+Age 25-35Month

34、ly Income 15k+Not traveling with familyAge 35-50Monthly Income 40k+Not traveling with familyAge 35-45Monthly Income 15k+Travel with familyAge 50-65Monthly Income 10k+ProfileMindsetAdventure&ExplorationExperience&Uniqueness Brand&QualityFamily joy and memoriesRelax and enjoy lifeKey BehaviorInstead o

35、f making decisions,they just follow the travel plan from a reliable channel or join a group tourExplore different places and cultureImmersive experience and unique journeyValue the brand and prioritize the enjoyment of upscale servicesFind an easy,safe way to explore nature or culture with kidsStrat

36、egyPromote at private domain or highly credible communication channels to win the silverShowcase the real experiences and fun on social platformsAddress uniqueness to catch their eyesProvide comprehensive and high-quality services through D2C channels to enhance brand valueOffer a full plan that hel

37、ps kids growthData Source:CARAT x T Group:Chinese tourists returning to the market.High-end,Exclusive Niche Outbound Travel Has Become A Hot Trend Among High-spending Travelers1 Data Source:Finn Partners x CSG2 Data Source:Tuniu3 Data Source:Guangzhilv16*High Net Worth Individuals（HNWI）:annual incom

38、e exceeding 14 million yuan,had luxury shopping experience in the past 12 months,and had outbound travel experience before COVID-19 High-priced,long-duration immersive travel products are experiencing a robust recovery.Cruise products in the Arctic and Antarctic exceeded the booking data for the sam

39、e period in 2019.Summer Arctic tour products were sold out as early as May and many users have even begun booking Arctic group tours for next summer.1 Exquisite small-group tours,such as a 10-day trip to Iceland or an in-depth exploration of Eastern Europe,possess strong market competitiveness despi

40、te their high price points.These tours offer exceptional travel experiences,attracting the attention of high-end clientele.2Arctic and Antarctic Cruise ProductsHNWIs*are willing to engage in more luxurious travel experiences.1 Increased Spending102.5k budget for travel (+15%vs 2022)For the survey re

41、spondents,the cohort of top 20%in terms of income allocated 284k budget for travel Better Experience30%plan to plan to fly first class or business class50%intend to stay in upscale or luxury hotels for their next leisure trip.Longer Time and Slower Pace8.7 average visit days,+0.3 days vs 2019Over 70

42、%of respondents expressed a preference for slow-paced and enriching travel experiences rather than hectic and activity-packed itineraries.Compared to 2019,the outbound travel market this year has seen a new shift towards high-end,refined,and immersive experiences.”CaissaTour Assistant Vice President

43、 Ge Mu17Deep Dive on Key Travelling SpotsHainan Island-The Rising Star Of Domestic Luxury Shopping(1/2)1 Data Source:2 Data Source:Sanya Tourism Board3 Data Source:Haitong SecurityThe performance of Hainan tourism is remarkable,especially in the high-end resort market18Hainans tax-free policy has ac

44、hieved remarkable results by attracting more tourists and facilitating the rapid recovery of the tourism industry.It has also stimulated the revival of high-end hotels and luxury shopping.2023 Q2 hotel occupancy rate in Sanya,Hainan(%)2797674635661696459Sanya BayHaitang BayAvg.Occupancy Ratein Q2 62

45、.45%Yalong BayAprilMayJuneThe high-end resort market has shown impressive performance.Yalong Bay and Haitang Bay had an average occupancy rate of 69%and 64%in June,which were higher than the Q2 average and represent a significant month-on-month increase of 6.7 and 7.8.percentage points,respectively.

46、Y22 Chinese New Years Eve,luxury hotel prices more than doubled in Haitang Bay and tripled in Yalong Bay,compared to the low season.3201920234,144,26Number of visitors in Hainan during Golden Week(million)12.8%5,2326,4882019202324%Hainan tourism revenue during Golden Week(million RMB)1From April 1st

47、to December 3rd Luxury market booms 1 Data Source:PWC2 Data Source:Sohu News3 Data Source:FashionUnited19Hainans outlying island tax-free channel is the most important tax-free channel,accounting for 95%of the tax-free market size.The average annual compound growth rate from 2023 to 2026 will reach3

48、2.8%.12.5 billion RMB in Sales2.8 million items purchased1.28 million shoppers2On April 1,2023,the duty-free buy now and pick up delivery method on Hainans outlying islands was officially launched.In November 2023,Louis Vuitton opened its first flagship store in Hainan.LVMH Group will also focus on

49、the DFS project in Sanya,Hainan,to further strengthen its presence in China.Spanning 128,000 square meters and scheduled for a 2026 launch,the project will house over 1,000 luxury brands,including those from LVMH.Luxury brands are taking actionsHainan Island-The Rising Star Of Domestic Luxury Shoppi

50、ng(2/2)Ski Resorts Best Place To Build Luxury Brand Image20The widespread influence of the 2022 Beijing Winter Olympics and the promotion of winter sports in China sparked a tourism boom with skiing as the main theme.Ski resorts that attract high-income groups have also become important platforms fo

51、r luxury brands to promote their brands.202320221,277646+98%Northeast China 110K+Xinjiang,China 106K+Social listening of Ski Tourism on RED(as of Dec.6th,thousands)1Ski Tourism Destinations Social Listening on RED1 Northeast and Xinjiang are trendy skiing tourism destinations.Ski tourism is a popula

52、r travel trend1 Data Source:Curiosity China2 National Business Daily:“Ice and snow fever has arrived nearly a month earlier this year,with Northeast China and Xinjiang becoming popular destinations.Compared to previous years,the popularity of ice and snow activities this year started one month earli

53、er.The booking rate of Stay+Ski hotel packages related to ice and snow tours launched by Fliggy during Double 11 has shown a significant YoY increase.2Jan.1stto Dec.6th2023Ski tourism offer opportunities for luxury brands Skiwear is an essential need for skiers.Luxury brands have launched the Ski se

54、ries to cater to customer needs；Ski,Snowboard,apparel,and other ski equipment are frequently discussed on social platforms.Balenciaga Skiwear CollectionDior Ski Menswear Limited Collection*Image Source:Balenciaga WeChat*Image Source:Dior WeChat Dior opened a pop-up boutique In Songhua Lake Resort.As

55、 the popularity of ice and snow sports in Xinjiang continue to rise,luxury brands have been building presence in Northeast China.However,there is also a high-quality customer base in Xinjiang waiting to be reached.Hong Kong SAR-The Traditional Shopping Paradise Facing Challenges NowInevitable Challe

56、nges3.Intensive competition from MainlandHainans tax-free policy,the expansion of luxury brands in mainland cities,and high service are shaking up Hong Kongs status as a shopping paradise.According to a survey from Ruder Finn,among the respondents who agreed that Hong Kong is no longer Asias luxury

57、shopping center,61%of mainland Chinese respondents and 59%of Hong Kong respondents believed that Hong Kongs luxury experience and services have been matched or surpassed by many other Asian cities1.After COVID-19,the SAR government and luxury brands have taken action to restore the shopping paradise

58、.According to a survey from Ruder Finn,77%of Mainland respondents and 87%of Hong Kong respondents still agree that Hong Kong is Asias luxury shopping center1.However,Hong Kong tourism and luxury retail still face unavoidable challenges.4 Institute of Hong Kong,Macau and Regional Development,China(Sh

59、enzhen)Comprehensive Development Research Institute5 China Times1.Losing price competitive advantagesLuxury brands adjusted their pricing strategies so the price gap between Hong Kong and the mainland has narrowed.The rapid development of cross-border e-commerce,Hainans tax exemption policies and ot

60、her factors have also made mainland residents less dependent on shopping in Hong Kong.2.Consumption habits have changedThe purpose of traveling to Hong Kong is to participate in cultural,artistic and exhibition activities,or to attend large-scale concert.-Yang Qiurong,a Deputy Chief Research4 5.“1 D

61、ata Source:Ryder Finn x CSG2 Data Source:Partnernet3 Data Source:Ctrip211.SAR governments effort to stimulate consumption by mainland touristsHong Kong Gifts coupons to mainland tourists on the Ctrip platform.Worth at least 100 HKD(about 90 RMB)per couponCan be used in more than 16,000 local shops i

62、n Hong Kong32.Luxury brands reemerged in Hong Kong after COVID-19Louis Vuitton Mens Pre-Fall 2024 showDior Mens Pre-Fall 2024 ShowGradual Recovery of HKNumber of Mainland Visitors to Hong Kong in the First 10 Months of Each Year(million)239.42.70.050.221.4200222023+8,483%Macau SAR China-I

63、ntegrated Resort Combining Entertainment,Hotels,And Luxury Shopping22123456100%80%60%40%20%0%02023 Q2 2023 Q32022 Q1 2022 Q22023 Q12022 Q42022 Q3+175%+33%+35%The number of mainland visitors to Macau(million)and their proportion among total visitors1The number of mainland tourists has significantly i

64、ncreased,accounting for over half of the total inbound visitors to Macau.1 Data Source:Macao Tourism Data Plus304050607080901001,6001,2001,8001,4001,00012/202210/202204/202306/202308/202310/202302/2023Macau Tourism Greatly Relies On Mainland TravelersThe monthly occupancy rate and average room rate

65、of Macau 5-star hotelsOccupancy rate(%)Average Room Rate(MOP)Hotel stays are essential needs,and integrated hotel and mall complexes can help brands target luxury customers.The increase in occupancy rate and average room rate of high-end hotels in Macau are significant this year.Despite the average

66、occupancy rate for the first 10 months of this year(84.9%)not reaching the 92.3%level seen in all year 2019,there is still potential for growth,same case as the room rate.Macau high-end hotels are experiencing post-pandemic recovery and bring stable customer flows for luxury brands in Macau.Proporti

67、on of Mainland visitors(Right)Number of Mainland visitors(Million)(Left)Hotel and Shopping Mall Complex Provides a Better Shopping and Accommodation ExperienceMacau tourism is experiencing a speedy recovery,with a significant increase in visitors from Mainland China.The rise in visitors drives high-

68、end hotel occupancy rates and room rates,while providing customer traffic for luxury brands.Thailand-An Emerging Luxury Market And Chinese Tourists Top-of-mind Destination231 Data Source:Statistia2 Jing Daily:Thailands luxury market surpasses Singapore3 Alipay4 VOA ChineseBalenciaga named Thai star,

69、PP Krit as Global Brand AmbassadorLouis Vuitton presented its Mens Fall-Winter 2022 collection in Bangkok,Thailand.It already opened six stores in ThailandCentral World in Thailand is one of the largest shopping centers in Southeast Asia,composed of several large shopping malls and luxury hotelsThe

70、luxury goods market in Thailand is projected to reach a value of$4.6 billion in 20231 and surpass Singapore which is valued at$4.06 billion in 2023.2The sluggish Chinese economy is impacting the development of tourism in Southeast AsiaChinese consumers are increasingly purchasing luxury goods domest

71、icallyThailand experienced a series of fraud incidents,and the occurrence of criminal cases has caused Chinese tourists to avoid visiting the country due to concerns about safetyTravel Agency”Check-in Asia”CEO,Gary Bowerman“Currently,the number of Chinese tourists in destinations such as Thailand re

72、mains below market expectations and has yet to recover to the levels seen in 2019.To witness the bustling scenes of Southeast Asia filled with Chinese tourists as before may take until at least 2025.”4Luxury industry performance in Thailand Chinese tourists continue to inject vitality for Thailand l

73、uxury marketThailand is the top destination for outbound Chinese travelers and with the Visa-free policy available on Mar 1,2024,the number of Chinese travelers will continue to grow.Chinese travelers tend to conduct high-consumptionactivities in Thailand,like purchasing luxury products,living in fi

74、ve-star hotels,enjoying concerts,and having plastic surgery.3However,Thailand and Southeast Asias tourism is still awaiting recoveryJapan&South Korea-Tourism Affected By Public Sentiment241 Data Source:JNTO2 Data Source:Yonhap news,K3 Airbnb news:Airbnb and South Korea Tourism Organization Trends Re

75、port on Chinese Travelers Visiting Korea”4 Xinhuanet:Duty-free shop sales are recovering slowly,and South Korea eagerly anticipates an influx of Chinese tour groups to bring a warm breeze of sales.According to the CFO of LVMH,Chinese travelers luxury shopping in Japan recovered quickly,approaching p

76、re-pandemic level.763364326256OctoberAugustJulySeptemberMayAprilMarchJune The number of Mainland China tourists has recovered to less than half of what it was before the epidemic.Decreased in the next half year,which was largely affected by negative public opinion.A trend of stable increa

77、se in the first half year of 2023.The Chinese government opposes the discharge of treated water from TEPCOs Fukushima Daiichi nuclear power plant into the sea.This incident reduced the number of Chinese tourists visiting Japan and will impact the recovery of the Japanese tourism industry in the futu

78、re.225260264249JulyAugust September OctoberNumber of Chinese tourists to South Korea(thousands)2South Korea successfully attracts Chinese consumers through the export of K-pop culture.It is one of the preferred Asia-Pacific destinations among Chinese Gen-Z travellers.3The fluctuation of the Korean w

79、on exchange rate has led to price increasesSome luxury brands have been withdrawingfrom duty-free stores in South Korea since 2022In terms of foreign customers visiting duty-free shops,the majority are individual travelers rather than higher-spending Chinese tour groups.12.4 trillion Korean won from

80、 Jan to NovKorea Duty-free Sales4Lessthan 2020 levelNumber of Mainland China tourists to Japan in 2023(thousands)1Negative news creates barriers for Chinese travelers to visit JapanSouth Korea attracts Chinese tourists through cultural exports,but its competitiveness has weakened25The Constantly Evo

81、lving Chinese Travelers:Younger,Digitalized,Experience-OrientedYounger Generations,Post-90s&Post 2000s Are Becoming The Driving Force In The Tourism Market,Ushering In Transformative Changes To The Industry1 Fastdata:Report on the Development Trends of Chinas Outbound Tourism Industry in 2023.2 OPPO

82、&Miaozhen Systems:The Whitepaper on Marketing Insights in the Tourism Industry for 2023.26Valued Travelers Age Distribution218%19%19%11%9%6%6%5%6%1%18-2425-2930-3435-3940-4445-4950-5455-5960-6465-70Massive population sizeThe population size of the post-90s and post-2000 generations reached 370 milli

83、on people1.Enhanced purchasing powerThe post-90s generation already possesses significant purchasing power,while the post-2000 generation is starting to enter the workforce.Post-90s and Post-2000s contributed 55%+of value travelers*.55%*Valued travelers refer to individuals who engage in frequent tr

84、avel(who have already traveled three or more times within 2023 or plan to travel six or more times in the upcoming year)or have a high average spending per trip per person(exceeds 2000 RMB).Digitalized:Travelers Are Actively Exploring Online Channels For Travel Inspiration And Relying On Multiple Ap

85、ps To Enhance Travel Experience1,2.OPPO&Miaozhen Systems:The Whitepaper on Marketing Insights in the Tourism Industry for 2023.3.The data in the right image is derived from CARAT:RECONNECTING CHINESE TRAVELERS TO THE WORLD.The image was organized and drawn by CuriosityChina.2795.2%of travelers made

86、their travel decisions and conducted purchases on mobile devices.5 on averageNumber of Apps Used in Travel Decision-making2InspirationPlanningMultiple ChannelIntegration3Social Media/TV ShowsSocial Media/DTC(WeChat/Official Website)/OTAExperienceFriends/Social MediaBookingOTA/DTC(WeChat/O

87、fficial Website)10.912.720.342.445.462.164.869.972.7Involving AdventureVisiting FriendsJoining Specific ActivitiesImproving RelationshipExperiencing CultureVisiting AttractionsTasting FoodAppreciating BeautyRelaxing28Travelers Emphasize Experiential-oriented Travel,Valuing The Emotional Sensations,R

88、ather Than Simply Focusing On Visiting Destinations For The Sake Of ItTravel Goals1%1.OPPO&Miaozhen Systems:The Whitepaper on Marketing Insights in the Tourism Industry for 2023.2,3,4.CARAT:RECONNECTING CHINESE TRAVELERS TO THE WORLD*Specific activities include music festivals,concerts,performances,

89、competitions,exhibitions,and more.#Water FestivalEngagement Increased by931%YoY2For social posts(related to the topic)in April#Fuji-View Hot Springs77%of Gen-Z prefers to explore off-the-beaten-path destinations around the world.3#Tailored Small Group for Unique ToursDuring the May Day holiday,874%i

90、ncrease in demand for tailored tour guide services.4*Image Source:RED*Image Source:RED*Image Source:RED29How to Win Chinese Travelers:Cases&HighlightsHow to Win Chinese Travelers?Social PlatformsWeChat:a super app with a comprehensive ecosystem RED:a leading platform for sharing travel-related conte

91、nt OTA and Other PlatformsLeverage Multiple Online Touchpoints to Win Digitally Savvy TravelersUtilize Distinctive Offline Experiences to Win Experience-Oriented TravelersCollaborations between Luxury Brands and High-end Hotels for High-Spending TravelersCatch the New Travel Trends for Better Engage

92、mentsLeverage Multiple Online Touchpoints to Win Digitally Savvy Travelers WeChatWeChat is the most widely used application among Chinese users,making it an excellent tool for marketing to Chinese tourists.As a super APP,WeChat has created a comprehensive ecosystem,encompassing social media,e-commer

93、ce,video content,blog articles,and various other services.Mandarin Oriental Hotel Group Ecosystem on WeChatDigital Marketing:Utilize WeChat Moment ads to achieve precise exposure to a massive audience with specific interests.Maintain a consistent output of content through WeChat official accounts to

94、 deepen brand influence.*Image Source:WeChat Moment&Mandarin Oriental Official WeChatBooking&SCRM:Leverage the WeChat Pay electronic wallet system to book hotels without leaving the app.Launch CRM program on WeChat Mini-P across mainland China to enhance end-to-end customer experiences.*Image Source

95、:Mandarin Oriental Official WeChat and WeChat Mini-PLeverage Multiple Online Touchpoints to Win Digitally Savvy Travelers REDAmong Chinese travelers,social media have become the primary source for obtaining travel information.RED has quickly risen to prominence and became the leading platform for sh

96、aring travel-related content after the pandemic.Bicester Collection:Bicester Treasure Hunter CampaignPartnered with Bicester La Valle Village(LVV),Bicester Shanghai&Bicester Suzhou launched the Treasure Hunter campaign on REDfrom Sep 2nd to Sep 17th,2023.Users can share their authentic village exper

97、ience with specific brand hashtags and the participant with the most likes won a sponsored trip to Paris by LVV.Capitalize on consumer interest in travel to drive organic traffic with the help of RED platform algorithms.The campaign poster was also shared on WeChat,RED,Douyin,Weibo,WeChat DTC Mini-P

98、,and Ctrip OTA platforms.Bicester also cooperated with KOCs to increase awareness of the campaign and activation and set content temples for future UGC posts.Hashtag#Bicester Treasure Hunter gained accumulated 9M+reads on RED and successfully drove traffic from online to offline.1*Image Source:Bices

99、ter Shanghai Official RED*Image Source:RED Hashtag#Bicester Treasure Hunter1 REDCuriosityChina leveraged our ability in digital service and successfully supported Bicester reaching Chinese travelers and gaining offline traffic and online WOM.Leverage Multiple Online Touchpoints to Win Digitally Savv

100、y Travelers OTA PlatformsOTA platforms play an important role in the planning and booking stage for Chinese travelers.Based on a vast amount of travel-related user behavior data,OTA platforms can assign tags to user behavior,assisting brands in accurately capturing different travel intentions and pr

101、eferences among travelers,which can help enhance conversion rates and enable brands to achieve more precise marketing strategies.Banner Ads on CtripContent Marketing&Feed Ads on CtripThailand King Power duty-free invested in banner ads on Ctrip and displayed the ads to audiences who are interested i

102、n traveling to Thailand.Users can click the banner to see more details on the landing page.Ctrip has been gradually ramping up its content marketing efforts.It is further expanding its presence in the content domain by integrating high-quality visuals,articles,videos,and live streaming into the Ctri

103、p community and products.In the 2022 Q4,Ctrip witnessed a 47%increase in KOLs,a 33%annual growth rate in user-generated content posts,and a consistent rise in the average number of content consumed per user.1Luxury hotels,airlines,and brands are also advertising through feed ads on the Ctrip platfor

104、m.1 36Kr*Image Source:Ctrip*Image Source:CtripLeverage Multiple Online Touchpoints To Win Digitally Savvy Travelers-TV Shows And Other Channel For Mass AudienceDigital marketing through multiple online touchpoints like TV shows,social media,and OTA platforms to maintain a sustained impact from the i

105、nspiration stage to the decision-making stage.Saudi Arabia x Reality Show:Divas Hit the Road Season V*Image Source:Saudi Arabia Official WeChat*Image Source:Mango TVThe Saudi Arabian Tourism Authority(STA)collaborates with the reality TV show Divas Hit the Road Season V to promote Saudi culture and

106、landscapes and attract consumers to travel and shop in Saudi Arabia.The reality TV show aligns perfectly with the theme of tourism.Leveraging the power of celebrity influence to garner significant exposure.The show has accumulated over 3.1 billion views since its premiere at the end of October 20231

107、.Clips from the show are widely shared on social media platforms,amplifying its influence even further.The related topics on Weibo have generated over 43.4 billion reads1.The popularity of the show led to a staggering 772%surgein search volume for Saudi Arabia on various travel platforms2.1 Piaofang

108、.Maoyan2 QunarThe celebritys style has garnered attention,and Mango TV has specifically created a section to sell corresponding products.Utilize Distinctive Offline Experiences to Win Experience-Oriented Travelers Utilize distinctive experiences as hooks to attract travelers to make a booking.The im

109、mersive experience can also better deliver the brand image and culture.Saudi Arabia:Exhibition at ShanghaiSaudi Arabia launched“Discover the Secret Journey,”a week-long traditional Arabian open-air market at the North Bund of Shanghai,China from Nov 17 to 23,2023.The market provides an immersive exp

110、erience,storytelling,and live performance that engages visitors vision,hearing,and taste to showcase Saudi Arabian culture,attire and accessories,entertainment activities,food,music,natural and historical attractions,etc.The exhibition attracted over 80,000 visitors*Image Source:Saudi Arabia Officia

111、l WeChat Disney Zootopia:Offline Immersive Creative Ads*Image Source:Shanghai Disney Resort REDDisney Zootopia launched a series of offline immersive creative ads at high-traffic areas and landmarks to celebrate the grand opening of Zootopia land at Shanghai Disneyland and lead traffic to the Park.W

112、ith 3D naked-eye technology and interactive ads,Disney transformed Shanghai into an immersive Zootopia-like city.Collaborations between Luxury Brands and High-end Hotels for High-Spending TravelersLuxury brands,hotels,and airlines can collaborate to break boundaries and increase exposure,subtly expa

113、nding their reach and promoting products to high-end travelers.Exclusive offers can also help to win high-spending travelers preferences.LA MER x Rosewood:Afternoon Tea ExperienceHarrods x The Opposite House:The Harrods Residence Suite*Image Source:Sanya Rosewood Official WeChatFrom August 11th to O

114、ctober 15th,Sanya Rosewood collaborated with La Mer to offer a limited afternoon tea.During the campaign,reserved guests can receive La Mer silk scarves.Furthermore,from August 11th to 22nd,reserved guests also received a skincare gift set.*Image Source:The Opposite House Official WeChatThe Opposite

115、 House,a part of The House Collective by Swire Hotels,has collaborated with the worlds leading luxury department store Harrods to launch The Harrods Residence Suite,the retailers first hotel suite in Asia.From tailored in-room comforts to exclusive food and beverage offerings by The Opposite House,t

116、he suite will provide a unique and experiential stay where guests can be transported to the luxury British experience right in the heart of Beijing.The Harrods Residence Suite brings together a curated collection of luxury brands to provide the ultimate House experience.Catch the New Travel Trends f

117、or Better EngagementsBrands must be capable of harnessing insights from social big data promptly to identify emerging trends in Chinese travel.By accurately identifying market preferences and swiftly responding with tailored marketing campaigns,they can better engage users and attract their interest

118、.Dior:Ice and Snow TrendBurberry:City Walk Trend*Image Source:Dior Official WeiboAt the beginning of 2023,Dior opened a pop-up boutique and caf at Songhua Lake Ski Resort,offering visitors a selection of ski equipment and leisure entertainment.Dior also created a massive ice sculpture art installati

119、on and invited brand ambassadors such as Lin Yi,Han Dongjun,and Yang Caiyu to make appearances.At the end of 2023,Dior reopened its pop-up boutique at Songhua Lake.*Image Source:REDPartnered with RED,from December 1 to December 25,Burberry launched the“格外宠爱”campaign to introduce the brands holiday c

120、ollection.Burberry utilized the trendy topic“City Walk”to engage the audience on social and set check-in points with brand key visuals to amplify brand visibility.The campaign helped Burberry win huge exposure(10M+reads on RED1)and reach different groups of audiences.1 REDCuriosityChinas social list

121、ening consulting solutions can help you stay updated on the latest industry trends and consumer behaviors,allowing you to adapt strategies and offerings accordingly.38About UsEngage with the Chinese luxury fashion audience across social channelsMedia buy for branding-and performance-driven event pla

122、nning&executionDIGITALSTRATEGY&SOCIALLISTENINGWHAT WE DOYOUR TRUSTED PARTNERIf you have ever wondered how to expand your business in China,how to engage with Millennials in China through an omni-channel approach,or needed insight through social listening and get to know more about how industry playe

123、rs are doing in China,get in touch with us via Email()or WeChat account for more conversations!We support our clients market entry strategy and provide 360-degree integrated digital solutions with commercial consulting expertise.Digital Strategy&Social ListeningBranding/Content/Platform/KOL Strategy

124、/Intelligence ServicesBrand Creative ContentEngage with the Chinese luxury fashion audience across social channelsSocial Commerce&SCRM Ecommerce solution on TMALL/JD/WeChat Mini-ProgramMedia Buy&EventMedia buy for branding-and performance-driven event planning&execution1234Scan our WeChat QR code to

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