Hotel Marketing Strategies to attract Chinese Tourists. The travel and tourism industry is extremely competitive in china, so it’s crucial for individual hotels and hotel groups to establish and maintain a competitive advantage in their marketing efforts. The only way to do this is to create an important content marketing and integrate it into your overall marketing efforts.
Hotel Outbound Market in China
- According to Ibisworld, since 2010, the hotel industry in China has grown almost 9% per year. 2010 was the most successful financial year for the industry since 2008 the economic crisis.
- Since then, the hotel market in China has been slowing: the annual number of tourists has decreased by 2% per year since 2011.
- The Chinese hotel market generated sales of nearly US $ 53.2 billion in 2015.
- And in 2023, these figures are expected to reach 100 billion US dollars.
The hotel market in China will be among the most important. More travelers continue to increase in number and seek familiar. They become more sophisticated and China’s booming economy has produced a large middle class in search of services that improving the quality of life, which has led to a growing trend towards more leisure and vacation travel in China. The percentage of leisure trips increased from 30% in 1999 to 46% in 2010, a trend that is expected to continue. With the arrival of a large number of new tourism projects under development and the proliferation of industrial and high-tech parks will also drive demand for travel accommodation. However, massive construction and urbanization are expected to stabilize industry growth in the future.
Luxury hotels have to take the time to develop an integrated content strategy that focuses on user experience. According to market research in China, the hotel industry has increased by 9% per year over the past few years. The growing construction and urbanization in the country over the last decade has helped create more opportunities for the hotel industry.
China hotel market classification
Due to its rapid economic and demographic growth, China has become a major center for tourism and business. Therefore, there is a growing demand for hotels and resorts, which offer a high level service for tourists and businesses from different parts of the world. This has led to a rapid development of the hotel market in China over the last decade. Hotels can be divided into two main categories: holiday resorts and business hotels. Major cities such as Beijing, Shanghai, Shenzhen and many other financial and industrial centers of China generally make available to companies high standard hotels with facilities such as conference rooms, swimming pool and sports halls. International hotel chains are highly appreciated by Chinese consumers. There are a large number of luxury hotels in China, including hotel chains such as Shangri-la, Shanghai Jinjiang International Hotels, InterContinental Hotels, Guangdong (International) Hotel Management Holdings and Jinling Hotel Corporation are market leaders. However, the market remains dominated by major brands, small hotels account for only 4.3% of the market share, according to market research in China. In addition, “the taste of luxury” among Chinese consumers plays a leading role in the choice of a hotel.
Define your KPIs (key performance indicator)
It is important to set goals to reach and know its target. Once this is done, it is vital to develop a content marketing. One of the crucial aspects of content engagement is first and foremost is to solve problems and answer customer’s questions. This requires understanding their beliefs, feelings and needs. It is important to create a strong image that customers can be satisfied. It is also important for brands, to present High-quality visuals: images and videos that will allow your brand to genuinely represent luxury. Consumers want to see exactly what they have seen when they book a room online. Highlight the hotel’s exterior, public areas, restaurants, meeting rooms, bedrooms and bathrooms when shooting videos and developing virtual tours. The hotel industry is very competitive, and it is important to develop a good marketing strategy, and for this it is essential to:
A good website ( in Chinese)
With over 660 million Internet users in China, having an online presence to attract potential Chinese customers to your hotel is very important. And the easiest way to create an online presence is to have a website. It is not just have a website but it’s also important to have a rich and authentic website content that will reach the expectations of Chinese customers. In fact, 88.9% of Chinese Internet users use their mobile phones to access the Internet. Hence, it is important to adapt its website to the requirements of the mobile phone will help create a better online customer experience.
With a highly qualified and dedicated website, it is now crucial to establish a SEO strategy tailored to the requirements of Baidu. Baidu owns 80% of the search engine market in China. The optimization of the SEO for Baidu is a very different process due to the existence of different algorithms and Chinese government rules.
Booking on Chinese platform
The first websites where Chinese seek a luxury hotel is Ctrip, Qunar and the official hotel websites. It allows the Chinese visitor to get valuable information and book directly on Ctrip. As Ctrip is a major OTA in China, it will help your high-end hotel become popular in China.
Known as KOL (Key Opinion Leader) marketing, it is a powerful tool for marketing in China. Many KOLs command thousands of followers on Chinese social media platforms. When KOLs share messages or photos related to your hotel / tourist service, this can have a big impact on consumer choices. In fact, the Chinese tend to trust the opinions of these KOLs. Many brands that have started their marketing campaigns using KOL have had remarkable success.
Read also :
- Luxury Hotel in China how to start the promotion
- Market a hotel in China the Guide
- Marketing to Chinese Tourists