Can your hotel afford to ignore independent Chinese travellers? In this article we explain how you can market your property to this growing market.
The growth of the Chinese outbound market continues and is predicted to rise 8.5% each year between 2016 and 2021. China’s rising middle class is spurring this growth, as they seek more off-the-beaten-path experiences, avoiding organised bus tours. This gives hotels a great opportunity to reach out to travellers and gain valuable direct bookings.
One of the most obvious ways to reach this market is online with your hotel website. China has one of the largest online communities in the world, with over 731 million Internet users, with a huge 95% accessing the web via their mobile phone. However accessing this vast online world is not as straightforward as you may think, with the Great Firewall of China blocking huge global websites such as Google, Facebook and YouTube.
To solve this problem, Web Connection recommends hoteliers invest in a Chinese website specifically designed and marketed to Chinese travellers. For the website to be an effective marketing tool, it requires some unique features as mentioned below.
New .cn URL
The newly created Chinese website should be separate from your hotel’s main website but still branded the same using your hotel corporate colours and images. A .cn URL is required for better branding in the Chinese market and better ranking on Baidu.
The Chinese website has to be designed to be viewable on all devices in particular the mobile. The booking engine must also be responsive with a simplified booking process when opened on the mobile device, and it should be seamlessly integrated into the website for a smooth booking experience.
In the right language
The Chinese website content should be a succinct and precise version of the main hotel website and in the same writing style to maintain brand consistency, and translated into Chinese language. The booking engine must also be translated into Chinese language with Chinese currency for a fast and easy process.
Searchable on Baidu
Hotels cannot assume that Chinese travellers will even notice your website unless it is listed on a Chinese search engine. Baidu is the search engine of choice in China, and this is where you must submit your website for indexing so that it can be found in search results. Submission has to be made via a registered account and is available in Chinese only.
Hosted in China
The Chinese website has to be hosted in Hong Kong or China to minimize the risk of being blocked by the firewall. Being hosted in China also helps with better ranking and SEO.
Reaching the Chinese market online is complex and requires some expertise to get it set up, live and visible. To find out more about the Chinese Website Packages from Web Connection, contact firstname.lastname@example.org.≪ Back to News