China Digital Marketing Essentials For Hotels & Tourism – Too Big to Ignore

Now is the time for hotels and other travel related companies to really focus on their China Digital strategy – more than just Wechat.

This is the first Animated piece by Wimintra and me. We hope you enjoy it!

The good news is that Chinese travelers are smart, digitally savvy and know what they want when it comes to travel. Less and less are traveling in groups, and more and more are making decisions based on their own research and referrals from people that they trust.

The bad news is that all of those digital strategies that you are using right now – Facebook, Google, Analytics, re-targeting audiences, pixels and cookie tracking is all useless when it comes to marketing to the Chinese market.

By the end of next year, it’s estimated that over 240 million Chinese citizens will hold passports, and while only two years ago almost 70% of Chinese travelers traveled in groups, by the end of 2021, over 60% of travelers will be upwardly mobile Fully Independent Travelers or F.I.T’s.

You need to forget the horror images that you may have seen of Chinese tourists in the past and start to see the reality that is emerging.

A recent study showed that the average Chinese tourist on a 3 day holiday package will spend around USD$1,300 on shopping, dining and traveling around – this doesn’t include the cost of their accommodation. In comparison, the average US tourist will spend around USD$500 on these same things while on a comparable trip.

Despite what you might hear from some media outlets, the wealth in China continues to grow and with it is a new, young, educated and cashed up generation looking to explore the world and make their mark.
From over 10,000 hotel reviews that we studied, over 98% of properties failed to respond and engage with the guests leaving responses. Of those that did respond, many of them just used boiler plate cut and paste responses which risked making them look worse than not having engaged at all. Google translate is not enough.

Chinese digital channels are amazingly abundant and advanced, but work very differently to digital channels outside of the mainland. People who try to approach these channels in the same way that they manage social media through facebook and instagram etc. end up failing and losing a lot of cash in the meantime.

We will be running a series of China Digital Marketing Workshops in the region – both face-to-face and online. Drop us a line if you’d like to participate in one of our public programmes, or we could arrange to run a custom one for you and your team.

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Phone/Messenger Tips for Online Marketing

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Regardless of whether they opted-in to your Sales Funnel pages & offers, your Blog, or ANY WEBSITE YOU OWN:

• It’s about THEM, not you…
The best thing I learned about public speaking was it’s not about me, it is about the message. The best thing I learned in marketing is, it’s not about me, it’s about them. Have a normal everyday conversation and discover things about their lives. People can be very interesting. Stop “vomiting” your business/opportunity all over people.
I also never ask a question that I have not volunteered my information first. Hey, I am from Colorado, where in this world are you from? Sometimes when I talk to people, I feel like I am being interrogated vice having a conversation. Yes, I do write notes in my Customer Relationship Manager, (CRM). That way next time I talk to them I have the information at my fingertips. (Message me if you need a CRM for your Network Marketing, Direct Sales, Affiliate Marketing Business).

• Discover where you can ADD VALUE, provide a solution, and make their lives better…
I look for pain points and see where I can help. I get so many DMs on Instagram on how they can double my business, get me more leads, have a better business……. without even saying “hi” or seeing if I have a pain point in that area.
If you are going to Brand yourself and want to be in the home-based business for the long haul, your main focus has to be, “Where can I Add Value”. You also have to be willing to walk away if you can’t add value. If someone is happy in their home-based business, has leads and training, has a CRM…Best I can do is offer friendship, and that is ok by me. My reputation is much more important than a quick buck.

• Remember, they asked YOU for help by opting into YOUR website… this is a BIG mind-shift & distinction! Simply call/message them back to see if you can help.

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