CHINA DIGITAL MARKETING & SOCIAL MEDIA 2012 FOR TRAVEL & TOURISM

OCTOBER 2012

The Fasted Growing Travel Market in the WorldChinese outbound Travellers

expected to exceed 100 million by 2020 (UNWTO)

REACH & CONNECTWITH AFFLUENTCHINESE CONSUMERS BY LEVERAGING DIGITALMARKETING, TECHNOLOGY

AND SOCIAL MEDIA TO

INCREASE BRAND AWARENESS

AND GENERATE DEMAND

The Power of the Internet Community in China:Redefining the Brand/Consumer Relationship

Three Locations in China with about 40 Employees

Shanghai(2010)

Beijing(2009)

Xi’an(2011)

Awards 2012

100% 100% 100%

CHINA TRAVEL DIGITAL

Awards 2011

China Internet Relationships

Dragon Trail has relationships with senior executives in most of the major Chinese Internet portals, social media sites, and online travel sites, including but not limited to the collection below. In addition, Dragon Trail also has close relationships with Chinese consumer and trade travel trade media, both online and offline, as well as with Chinese hotel companies, airlines, travel agents and tour operators – in fact, Dragon Trail licenses technology to CITS.

Award Winning Chinese Website Development & Design

China Social Apps on Weibo.com: Pages; Booking; Loyalty; Concierge; Promotion

China Social Apps on Weibo.com

Award-winning Digital Marketing Campaigns

Award-winning Social Media Campaigns

China Travel Social Media Platform: Tripshow.com

• Inspirational Trip Planning Tool

• Engagement & Communication Platform

•Online Campaigns & Contests

•Social CRM & Consumer Insights

• Call to action integration

• SinaWeibo Visual Marketing Application

• Compatible with PC, Mac & Mobile Devices

• Social & Inspirational

• Viral marketing platform

China Social Management Platform: Chinatravelbuzz.com

A tool for travel companies to manage their social media presence in China more effectively.

Core Functionality:

• Manage multiple social media profiles with the same user log in

• Allow multiple users to manage the same social media account, with action tracking

• Scheduled posts & workflow management

• Social CRM & VIF

• Competitive intelligence

• Travel company social media directory

The Only End-to-End 100% Travel-Focused China Digital & Social Media Solution:

TOP 5 TIPS FOR MARKETING TO AFFLUENT CHINESE CONSUMERS

1.Spot the China Travel Trends2.Understand the Chinese Consumer

3.The Changing Chinese Traveler4.Leverage the Internet & Social Media

5.Inspire via Visual Content

1. SPOT THE CHINA TRAVEL TRENDS

Top 8 China Travel Trends

Source: China Travel Trends - 2011

• Chinese outbound travelers continued to increase from number of person as well as frequency of travelling outside of China

• Social Media in China is the most influential medium in modern China.

• Chinese outbound travelers are going beyond Hong Kong and Macao in terms of travel destinations, reaching to greater distance.

• Young professionals with high income are major consumer segment, driving Outbound Travel Demand in China.

• 80% are searching information about destinations via the Internet. Relevant and engaging Chinese-language websites are vital.

• Travel Agencies are still dominating booking channels, while online agents are growing quickly, especially for long haul trip.

• Average spending per visit shows double digit increase. Among which, 35% of budget is spent on shopping.

• After trip, sharing the experience through online platforms is getting more and more popular, especially for young generation.

2. UNDERSTAND THE CHINESE CONSUMER

3. THE CHANGING CHINESE TRAVELER

Changing Chinese Travellers

Chinese consumers are moving towards an experienced based choice model from a price

based choice model

The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour Groups to

more individual travel experiences

Demand for Individual Travel ExperiencesBCG points out in its March 2011 Travel and Tourism in China report that95% of travel consumers surveyed were dissatisfied with currentmarket offerings, both domestic and international.

Greater interest in in-depth travels by Chinese travellers:

The survey of the China Tourism Academy 2009/2010 shows that Chinese tour operators are increasing their range of products, meeting the growing demand for more sophisticated travel offers from Chinese customers.

Niche market and special interest products gain opportunities to attract Chinese visitors.

Demand for Individual Travel Experiences

Demand for Individual Travel Experiences

4. LEVERAGE THE INTERNET & SOCIAL MEDIA

Source: We are Social 2012

Source: We are Social 2012

Source: We are Social 2012

Source: Global Web Index, 2012

GLOBAL INTERNET LANDSCAPE OF THE FUTURE:CHINA VS. REST OF THE WORLD

538 million Internet users in October 2012, representing 40% of the Chinese population

Most engaged country online: 88% contributed to social media

1 Billion Mobile Users in 2012 – 30% access the Internet via mobile

More bloggers in China than in Europe and USA combined

CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000

The Internet is their most important information source for 84.3% of netizens

85% of Chinese online users approve Internet Censorship

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

2011: 990 Million Mobile Users &330 Million Mobile Internet Users (CNNIC)

---2014: 1.3 Billion Mobile Users &

950 Mobile Internet Users (Forrester Research)

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

The Internet has become

the most popular

medium for Chinese

travellersseeking

information about their

trips

Source: Nielsen China

Outbound Travel Monitor

Social Media has become

the most influential

media channel in modern

China.

Source: McKinsey

Consulting

China’s digital media landscape is dominated by local players.

Government censorship Local players appeal to domestic users

41

Chinese Social Media Equivalents

March 2011

250m(November 2011)

320 m(Sept 2012)

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

Sina Weibo: Most active social media platform in China (2nd globally after Facebook).

27 million (9%) of the 320 million

users checking in every day, and more than 100 million posts

every 24 hours.(Sept. 2012)

Source: Global Web Index, 2012

Weibo = Twitter + Facebook + YouTube + News

5. INSPIRE VIA VISUAL CONTENT

CHANGING CHINA

TRAVEL TRENDS…

The new and sophisticated

Chinese Tourists want to get inspired by

destinations, and share their

experiences via social media.

Tripshow.com helps brands aggregate inspiring images captured by Chinese travelers on social media (Sina Weio) to visually market a brand, and identify their most valuable fans.

It is a visual marketing platform and social media application for travel organizations looking to market to Chinese consumers. It helps them to automatically aggregate beautiful and relevant pictures from various social media platforms, organize by theme or itinerary, and display with rich media to inspire travelers. It is also a perfect platform for organizations to identify their most active followers, manage social CRM and run digital campaigns.

Imagine…a Chinese consumer

visits your hotel or destination, takes a

photo, and posts it on his or her Chinese

social media profile to share the experience.

Unfortunately you would never know!

Lost Opportunity!

TripShow.com aggregates the visual

content posted by travelers on

Weibo.com to inspire future Chinese

travelers.

Chinese Travel Social Multi-media Platform.

Visual content aggregation of trips via web and mobile.

Weibo Users

Destination Profile

Destination Web Site

User Pictures

Aggregated Pictures (from users & professionals)

Content Management(Albums & Itineraries)

User Engagement

Tripshow.com –Showcases the

Content

Travel Businesses –Collect Content & Use for Marketing Activities

Sina WeiboUsers – Share,

contribute content

Communicating & Engaging, building relationships

TRIPSHOW FOR TRAVEL & TOURISM BUSINESSES

BENEFITS

Tripshow.com for Travel Businesses Social Media content curation• A platform that aggregate pictures, content and feedback from various social

media websites and organizes them by themes or itineraries to inspire travelers

Social CRM Combination • Brand’s fans are motivated to contribute content. On the other side,

companies can manage the relationship with the current/potential customers via conversation and campaigns

Engagement & Communication platform• Communicate with followers, recognize fans with the most contributions with

badges and incentives, and engage with past guests and visitors

Note: TripShow.com is only in Chinese language – English translation for illustration purposes by Google Translate.

Brands can develop albums based on business line, interest, and partners.

Photos or videos will give more information and can link to a call-to-action.

Note: TripShow.com is only in Chinese language – English translation for illustration purposes by Google Translate.

• Brands can create a call-to-action by creating itineraries, promotions, packages, and offers

• Integration of booking and trip planning

• Integration of itineraries or packages– build by companies, and contributed by consumers

Note: TripShow.com is only in Chinese language – English translation for illustration purposes by Google Translate.

Chinese consumers can “wear” brands badges, while organizations can give out premium badges for consumers to show their brand affiliation.

It is a great way for companies to connect with Chinese consumers, run campaigns, and engage in Social CRM. Companies can connect and rank active consumers by various attributes.

Powerful Testimonial to influence consumer decision making

User’s positive feedback is a big asset for the company, providing another perspective of information to the company.

“Going through mountains and mountains… That’s the fun part of cycling”

“Can I keep cycling?”

“As for the cycling lovers, steep mountains and little tracks is the adventure playground. In Banff, you won't experience a lack of this activity. There’s not only exciting tracks but also the breathtaking scenery @ Tripshow “

Number of photos uploaded

Number of photos the user has uploaded to your company

User’s Itineraries

Past Posts Places Wish ListVisited Places

Insight: Data shows the preference of the user

Engage directly with users who have been to your destination or have a real urge to go

• Provides a platform for the company to participate and influence the conversation

• Special campaign can be launched to reward fans and active content producers

• Create loyal and long term relationships

Understand the preferences of users to better target your market• Social media reporting – see who your fans are and what they are

interested in (i.e. spa, restaurant, activities, etc.)• Find out who is spreading the posts and who is the customer with the

most profitable potential• Track the loyal fans across a timeline

TRIPSHOW FOR CHINESE CONSUMERS

BENEFITS

• Acts as Travel Social Network for consumers• Organizes photos posted on social media in albums• Personal Homepage to connect with friends, and share photos• Store trip plans and itineraries• Show off badges collected from brands (similar to Foursquare badge)

Tripshow.com has beautiful photosI can get inspired by beautiful photos that other users have taken

Food Local scene Hidden scene

Tripshow.com helps with trip planning

Mei’s 18 days in Canada

Details explanation about the places Mei went in Canada

I can plan my trip by checking photos and itineraries of other travelers

Tripshow.com has contestsI can collect badges and get special offers from different travel companies

Become a Canada tourism VIP and enjoying the privileges

Sina Weibo Profile

TripShow Contest

Fans on TripShow

Banyan Tree Shanghai Opening Campaign

Preliminary Result:150,000 Fans

in 10 days

TRIPSHOWTRAFFIC GENERATION

TRIPSHOW.COM TRAFFIC GENERATION

Search & Digital Marketing

Sina Weibo Profiles

Social Media Marketing

TripShow Clients

Little marketing spend required to drive traffic due to Weibo integration

TRIPSHOW PRICING

Plan 1—Bronze RMB 5,000/yearAggregate content (photos with text) from client’s social media profile onto Tripshow automatically.Aggregate relevant content contributed by social media users.Organize photos into different categories based on themes, destinations, etcAggregate itineraries and display them inspirationally on TripshowEngage users with incentives and increase loyaltyManage basic social CRM with tools of tag and badge1 badge

Plan 2—Silver RMB 50,000/yearBronze benefits, plus:3 custom made badgesPersonalized URL

Plan 3—Gold RMB 200,000/yearSilver benefits, plus:Run mini-site campaign Enhanced social CRMMultiple custom made badgesPersonalized pagePersonalized URLOpen API Data and stats analysisReporting

Management on Tripshow.com is not included in the packages below, but is included in Dragon Trail’s Social Media Management Packages, or can be added by subscribing to Weibo Management at RMB 15,000/month. Companies being on Tripshow are required to have a Sina Weibo profile. Dragon Trail is happy to assist in setting up an account, and complete the necessary procedures.

PLEASE CONTACT US FOR OUR SPECIAL LAUNCH OFFER FOR QUALIFIED ORGANIZATIONS

CHINA E-STRATEGY CONSULTING

Digital Market Entry Strategies Social Media Strategies Competitive Analysis Execution Model Brand Audit And more

THINK GLOBAL, ACT LOCALLEVERAGE WEB, SOCIAL & MOBILE

ENGAGE ONLINE TO BUILD YOUR BRAND

www.chinatraveltrends.com | www.chinatraveltrendsbook.com

JENS THRAENHART

Get insights & trends:

www.DragonTrail.comwww.ChinaTravelTrends.com

Twitter: @CnTravelTrends / @DragonTrailJoin our Community:

www.Community.ChinaTravelTrends.comPresentations: www.slideshare.net/dragontrail

Contact me:

LinkedIn: ThraenhartTwitter: @JensThraenhartFacebook: JensThraenhart

E-Mail: Jens@DragonTrail.com

Awards 2011 Awards 2012