WeChat Marketing Strategies for Global Travel Brands 2018

Skift Take

WeChat, China’s most popular app, has infiltrated the daily lives of its nearly one billion monthly active users. The popularity and penetration of the app in the country makes it an attractive platform for global travel brands looking to unlock the China market. Without a thoughtful WeChat strategy, however, this is easier said than done.

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Report Overview

As the Chinese outbound tourism market and its spending power continue to rise steadily, this segment of travelers becomes even more attractive to travel brands around the world. In this report, Skift Research dives into China’s most popular social media super app, WeChat, as a tool for travel brands to enter this market. With nearly one billion monthly active users, according to its parent company, Tencent, WeChat holds a great deal of potential for travel brands looking to appeal to Chinese travelers. We begin with an introduction to WeChat, laying out its different components and discussing its prominence in China. Then, drawing on insight from more than a dozen interviews with a variety of WeChat experts in travel, as well as WeChat data for travel brands based outside of Mainland China provided by Beijing-based digital agency Dragon Trail Interactive, we present key strategic considerations and best practices for travel brands interested in using the platform. We look deeper into topics such as selecting a WeChat account type and aspects of content strategy, with case studies and examples included throughout.

Featured Quote

“The times where you used to push people to your own environment are over. Customers nowadays want to be able to do things on the platform of their choice, and if you talk about China, you have to be on WeChat. There is no other platform as strong as WeChat.” — Karlijn Vogel-Meijer, Director of Social, KLM Royal Dutch Airlines

What You'll Learn From This Report

Sizing and expenditure data for Chinese outbound tourism

An overview of WeChat and its prominence in China

How travel brands are using WeChat today

Strategic considerations for travel brands interested in joining the platform

Insight on best practices from travel industry WeChat experts

What content resonates best with WeChat users, with examples

WeChat posting metrics based on Skift Research data analysis

The top travel brand WeChat Official Accounts among brands based outside of Mainland China according to engagement

How external partnerships can help travel brands overcome challenges associated with joining the platform, creating an Official Account, and building an engaged follower base

WeChat Marketing Strategies for Global Travel Brands 2018