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First China Travel Trends Survey - 2009
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Online Travel Research in ChinaAccording to CNNIC in 2005, the Internet is the preferred method for obtaining travel information amongst Chinese Internet users.
CHINAeCONNECT.net
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Survey at http://tinyurl.com/lkgjne
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
China Travel Trends Survey on “how tourist boards and hotel companies market to China online”
Initial interviews were conducted at Asia Travel Mart in Shanghai (June 2009)
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
1. Do you market to Chinese Consumer?
Yes 93%
No 7%
Maybe 0%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
2. Do you have a Chinese version of your consumer website?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 35%
No 65%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
5. Do you write content specifically for the Chinese website or translate from your main website?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Write 11%
Translate 39%
N/A 50%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
6. Is your Chinese website optimized for Chinese search engines (baidu, google, etc)?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes25%
No 39%
N/A 36%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
6B. If no, do you plan to optimize your web site for Chinese search engines?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 55%
No 10%
N/A 35%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
7. Do you keep your Chinese content fresh (updated at least once per week)?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 29%
No 32%
N/A 39%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
7B. If no, do you plan to update your Chinese content more frequently?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 50%
No 17%
Maybe 33%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
11. Do you have a Chinese blog (branded)?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 7%
No 93%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
11B. If no, do you plan to start a branded Chinese blog?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 32%
No 20%
Maybe 48%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
13. Do you have a Chinese microblog(twitter, fanfou, etc.)?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 4%
No 96%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
13B. If no, do you plan to start a branded Chinese microblog?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 21%
No 29%
Maybe 50%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
15. Do you have profiles on social networks in China (Xiaonei, Kaixin001 etc)?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 7%
No93%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
15B. If no, do you plan to setup profiles on social networks in China?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 24%
No 24%
Maybe 52%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
16. Do you have a Chinese social network (branded)?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 4%
No 96%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
16B. If no, do you plan to setup Chinese social networks for you company / brand?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes27%
No23%
Maybe 50%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
17. Do you share images/videos on Chinese image/video sharing sites(Youku,56.com etc)?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 0%
No 100%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
17B. If no, do you plan to share images/videos on Chinese image/video sharing sites?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 33%
No 21%
Maybe 46%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
18. Do you have a wiki about your destination in Chinese
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 7%
No 93%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
18B. If no, do you plan to setup a wiki about your destination in Chinese?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 16%
No 24%Maybe
60%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
19. Do you have a Chinese PR strategy (events, media, etc)?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 54%
No 46%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
19B. If no, do you plan to have a PR strategy for the Chinese market?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 33%
No20%
Maybe 47%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
20. Do you have a Chinese digital marketing and social media strategy?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 32%
No 68%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
20B. If no, do you plan to have a Chinese digital marketing and social media strategy?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 37%
No 16%
Maybe 47%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
22. Do you buy advertising on Chinese websites/travel sites/social networks/ search engines?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 0%
No 100%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
22B. If no, do you plan to buy advertising on Chinese websites/travel sites/social
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 27%
No 32%
Maybe 41%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
24. Have you connected with bloggers in China?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 7%
No 93%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
24B. If no, do you plan to get connected with bloggers in China?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 38%
No 13%
Maybe 49%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
25. Do you have a customer harvesting strategy to capture customer data (email, RSS, twitter followers)?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 14%
No 86%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
25B. If no, do you plan to have a customer harvesting strategy to capture customer data?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes45%
No 14%
Maybe 41%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
26. Do you have an eLearning platform to connect with travel agents?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 18%
No 82%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
26B. If no, do you plan to have an eLearning platform to connect with travel agents?
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Yes 43%
No 14%
Maybe43%
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
• Most organizations market to the Chinese market, but have not fully embraced online tools – some don’t even have a Chinese website, and many of the Chinese websites are rudimentary.
• There is an interest to do more online, but either the expertise or the resources are missing.
• Online campaigns that have been done were only with the major players (Sina, Sohu, Ctrip, Baidu, etc.), but not with niche and long tail players.
• Online and offline initiatives are seldom integrated, and sophisticated use of technology is missing (trip planners, social media tools, meta search, content syndication, etc.)
• All surveyed organizations agreed that online will be more important, and will play a bigger role in their efforts, due to the fact that Chinese consumers are using the internet and social networks.
Key Survey Findings
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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