This article is meant as a follow-up to an earlier piece that our team wrote last year. Marketing to Chinese tourists requires continuous adjustments as tastes and technology shift so it is timely to update our customer journey approach with best practices from the Singapore Tourism Board (STB) who have attracted 3.4 million Chinese tourists in 2018. These guys must be doing something right in terms of 360 marketing!
Diving into the STB's playbook, we will start some big picture trends, then move on to STB's target groups of tourists. This will help businesses better position themselves and get a bigger bang for their marketing bucks.
You may have noticed that there are a few interesting groups highlighted in the above strategy:
(1) Tier 2 cities: Tier 1 cities tend to have more air routes, so it is harder to persuade tourists to choose Singapore. It probably makes perfect economic sense for your business as well. To see the geographical spread of Tier 2 cities, you may check out this beautifully crafted list compiled by the South China Morning Post.
(3) Post-90s generation: 39% of outbound travel, and most likely to be FIT! And they love video content - more on that later.
What next for other hospitality businesses?
The infographic above outlines how STB plans to engage Chinese tourists from digital touchpoints all the way to offline ones such as the airport and Sentosa (Singapore's best-known attraction). Let's start with the offline touchpoints:
Bringing it all together to provide a better experience
As you can see, it takes an integrated approach to successfully market to Chinese tourists. You need to consider a customer journey approach (inspiration, planning, booking, experience, and advocacy) to match the digital habits of key personas to enhance engagement and conversion. Once your business has engaged Chinese tourists, you can look forward to conversion as well as positive digital word-of-mouth as experiential travel is becoming more important worldwide!
Our team specializes in value-driven digital & content marketing for your business. With expertise in end-to-end Chinese digital marketing (Baidu SEO, WeChat and Dianping marketing), we can help you to adopt a more customer-centric approach to reach your target segment. If you are keen to get started, please check out our website and get in touch!
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