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:

○ Weibo

○ WeChat

○ 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