How to capture targeted Chinese and Russian consumers via online marketing and social media?

Posted on February 18, 2016

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In partnership with the Tourism Authority of Thailand (TAT) and in collaboration with Travel Media Applications, PATA Thailand Chapter and Digital Innovation Asia (DIA), the Digi.travel Thailand International Conference as well as the Digital Innovation Asia Awards Party will be hosted at the Four Points Hotel Bangkok on February 24th, 2016.‎

A survey by Digital Innovation Asia showed that companies in Southeast Asia are looking to get smarter in using digital marketing techniques in attracting targeted tourists from emerging markets such as China, Russia, and India, however while results can be extremely rewarding, it is extremely complex to understand.

Most travel companies still rely only on traditional methods alone when targeting complex markets such as China, Russia, Brazil, European markets, Asian markets, as well as Muslim markets. While working with tour operators is still effective, digital marketing techniques such as content and influencer marketing can be build a brand image and create demand in an authentic way.

Social influencers are developing content that is relevant to the target audience and there for build a brand image and create demand in an authentic way,” says Jens Thraenhart, Executive Director of the Mekong Tourism Coordinating Office and founder of DIA, who has consulted for many tourist boards, hotel companies, cruise lines, and shopping malls when it comes to entering complex markets such as China via digital and social media, as well as inspire consumers via relevant destination storytelling through trusted channels and social influencers.

‎Theodore Koumelis, member of the Executive Board of PATA Thailand and Founder of Travel Media Applications, the organizer of the Digi.Travel Thailand International Conference comments that “we have seen a lot of demand from travel and hospitality companies to understand how to enter source markets in an efficient and effective manner.

The Digi.Travel Thailand International Conference on February 24th in Bangkok has dedicated part of its content to focus on interactive workshops how to enter complex markets, such as China and Russia.

As the second largest economy in the world, Chinese netizens intend to travel in 2015 and beyond, with 51 percent planning to take three trips or more this year, according to an online survey by Ctrip.com, the leading Chinese online travel agency (OTA). Therefore, it is of absolute importance that travel and tourism brands entering the Chinese market take the time to learn how to successfully connect with Chinese consumers through social media, as more than 80% of Chinese travellers research and educate themselves about destinations and brands online. Experts on the Chinese market include Jason Lu from Ctrip.com, Karen Tam from Harbour City Hong Kong, an innovator in using social media in China, and Jens Thraenhart, who co-founded China digital agency Dragon Trail and ChinaTravelTrends.com back in 2008.

The number of people using internet in Russia is constantly increasing and Internet penetration rate has reached 71%, resulting in a change in travelers’ behavior to be more independent and use social media in travel planning. Experts on the Russian market include Maria Gorbachev from TMI Consulting, Nikita Kirgintsev from Jetradar, and Olga Gergenkop from Centara Hospitality International.

The conference is followed by the DIA Awards Party, showcasing the best of digital innovations in travel and tourism in 2015.

Register now to reserve your seat, and walk away with new strategies, and new connections. An exhibition will bring together vendors to help execute digital marketing programs.

 

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