Summary of Key Marketing Strategies and Insights on Chinese Travelers from the Seminar“Unlock the Power of Digital Marketing to Chinese Travelers with the New Visa Policy”
In a swift response to the Thai government’s Visa-free Policy, V-Click Technology Ltd (V-Click), Thailand-based marketing technology company linking consumer brands in Southeast Asia with the vast and rapidly expanding Chinese market, hosted the seminar “China’s Travel Rebound: Unlock the Power of Digital Marketing to Chinese Travelers with the New Visa Policy.” The event’s aim was to help brands and marketers in Thailand gain a deeper understanding of Chinese traveler behaviours to effectively prepare for their visits to the country.
The event featured guest speakers with social media expertise from Chinese internet giant, Baidu, as well as experts from VGI, iClick and V-Click, who shared insights on leveraging Big Data to help brands target Chinese tourists with greater precision and develop effective marketing strategies for attracting them throughout various stages of their journeys.
The first presentation was delivered by Ms. Namaporn Sonthisaard, Head of Data Strategic Planning, and Ms. Natthika Sai-ngam, Sales Director of VGI Public Company Limited). In their presentation, they highlighted that as the COVID-19 pandemic resolves, the number of BTS passengers has substantially increased, reaching a daily total of 2.4 million people. This upward trend is also expected to continue, especially with the recent introduction of the Free Visa Policy for Chinese tourists, and Thailand’s position as the top destination on Chinese travelers’ wish list. They also discussed the shifting oversea travel trends among Chinese tourists, noting that a majority of them are young independent travelers who tend to take charge of planning and designing their own trips, from researching information to booking flights and hotels. This group also has a tendency to share their travel experiences both during and after their journeys. The most frequented BTS stations for Chinese passengers identified include Siam, Asok, Chit Lom, Phrom Phong, Saphan Taksin, Mo Chit, and National Stadium. Notably, 60% of these travelers tend to embark on long journeys, covering more than 5 stations per trip.
The subsequent presentation was given by travel industry experts, Ms. Josie Yan, Baidu’s Key Account Sales Department Head of Overseas Channel Sales and Ms. Winnie Duan, Baidu’s Integrated Marketing Consultant. The pair shared valuable insights into Chinese consumer behaviour and discussed strategies for boosting tourism by harnessing digital technology to engage with Chinese tourists through the Baidu platform. They revealed that Phuket and Bangkok are among the top five destinations that pique the interest of Chinese travelers, based on their search behaviours and patterns when preparing for their journeys. As a result, they emphasized that marketers should focus on the information search process to attract Chinese tourists from the initial stages of their travel planning.
Mr. Eric Cheng, Vice President for Asia Pacific, Europe, Middle East, and Africa at iClick Interactive, concluded by stating that, “The 30-day visa exemption policy for Chinese travelers in Thailand presents a golden opportunity for brands to succeed. Marketers need an in-depth understanding of Chinese tourist behaviour, including their preferences and travel itineraries. This knowledge will enable them to the design appealing marketing campaigns, contributing to unlocking the vast potential of the Chinese market.”
