The Chinese travel market is one of the most lucrative in the world, and with a growing luxury segment, tourism operators are clamouring to capture their attention. And the way to Chinese partners and travellers’ hearts is through their mobile phones, says MD of Travel World China, Lin Yu.

Speaking during a recent webinar hosted by the African Travel and Tourism Association, Yu shared insights into forging connections and breaking into this market.

Develop the right marketing materials

Yu says rehashing marketing strategies designed for Western audiences won’t fly in the Chinese market and digital content should be created to specifically cater for the interests and preferences of the target audience.

“It’s more work, but the payoff is worth it,” says Yu.

Marketing materials should not just include sales brochures, but should also be designed to educate Chinese-based agencies who might not know the product. She also advises collaborating with Chinese brands and influencers to increase visibility in the market.

Mobile-first

Yu says cold email has an 8% response rate, and email marketing doesn’t deliver tangible results in this market. This is because Chinese partners and travellers may not even be looking at their laptops, so prioritising mobile-friendly platforms that align with China’s mobile-first Internet access is key.

“Chinese people spend their time on WeChat, and there is a chance that people don’t even open their laptops for days because they’re on mobile.”

Websites should also be optimised for mobile to ensure the best experience for this market and integrating popular Chinese mobile payment platforms will make it easier for Chinese visitors to book and pay.

Use WeChat to connect with travellers

“WeChat reigns supreme for Chinese communications worldwide” Yu says, adding that a strategy for the platform is essential for anyone looking to do business in the market.

Also referred to as Weixin, the app combines instant messaging, social media and payments into one place. Some data suggests that over 60% of the Chinese population use the app at least once a month.

Yu suggests creating regular content for the platform at least twice monthly, to build an audience.

“This audience will grow into a very solid and loyal customer base.”

Beyond WeChat, there are several other social media applications that speak to this market, including Douyin, the Chinese version of TikTok and Little Red Book (Xiaohongshu), a social media and e-commerce platform with a predominantly young, female audience who are looking for luxury recommendations, fashion and fine-dining experiences.

Connect with the right Chinese agency partners

Yu says in the wake of the pandemic, there is a strong demand for new connections and products among Chinese partners, so engaging with them is key.

Outbound distributors include wholesalers, tour operators, travel agents, tailor-made or high-end agencies, government delegation travel planners and special-interest communities or clubs.

The majority of Chinese partners are concentrated in major cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu, so sales visits should focus on these cities, says Yu.