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Want to navigate China’s travel boom? Marketers need advanced targeting solutions


By Preethi Ravi, Journalist

June 13, 2023 | 7 min read

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With China poised to become the world’s largest tourism market, marketers will require advanced targeting solutions to extend their reach, engage with the right audience segments, and drive business growth in a highly competitive travel sector. Here, we explore the opportunities.  

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Petal Ad's massive audience of 780 million users makes it an excellent platform to engage Chinese travelers. / Petal Ads

China’s travel market is recovering rapidly from the post-pandemic fallout, as domestic tourism rebounds and international borders gradually reopen. By 2032, the World Travel and Tourism Council predicts that mainland China will become the largest tourism market globally, presenting a huge opportunity for marketers to tap into this vast and rapidly expanding consumer base. 

With millions of Chinese travelers seeking new experiences and destinations, marketers can leverage various strategies and tools to effectively target this lucrative market. But it requires data analytics and next-generation capabilities to deliver ads with precision.  

Advertising platforms like Huawei’s Petal Ads provides access to a data management platform, allowing marketers to gain valuable insights on specific audiences, including travel intent indicators. By leveraging this, international marketers can tailor their marketing and advertising strategies to effectively target Chinese audiences interested in travel-related products and services. 

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Utilize data-driven insights to target customer segments

To capture the attention of Chinese travelers, marketers must adapt their strategies to align with the unique characteristics of the Chinese market, utilizing data-driven insights and targeting specific customer segments to deliver relevant and engaging advertisements that drive conversions and foster brand loyalty. 

Huawei’s vast user base of over 780 million provides access to a wealth of user data, including demographics, behaviors, interests, and user intents – which includes high-quality ad placement across various scenarios, ensuring businesses can effectively reach their target audience.  

Petal Ads utilizes different types of tags to gather data, including basic tags focusing on demographic attributes, advanced tags providing information on education, occupation, and income, and behavioral and scenario-based tags capturing user interests and behaviors in specific contexts. By analyzing these tags, marketers can gain valuable insights into audience behavior, inform product development, and tailor marketing strategies to meet the specific needs of different customer segments.

Unlocking ideal customer segments 

Customer segmentation and market targeting with tailored, personalized messages for each segment are crucial for reaching and resonating with the right audience in the Chinese travel market. This approach minimizes resource wastage on reaching irrelevant audiences and maximizes return on investment.  

This granular level of targeting ensures marketers can reach their ideal customers and optimize their advertising spend. 

Mobile device usage accelerates travelers 

Mobile devices have become increasingly popular among Chinese travelers for booking travel plans. A report by China Internet Watch reveals that around 79% of Chinese travelers prefer using mobile devices for booking their travel arrangements, particularly among younger demographics such as millennials and Gen Z.  

The Covid-19 pandemic has accelerated the adoption of digital technologies in the tourism industry, with online platforms, contactless services, and digital payment methods becoming increasingly prevalent – which have all contributed to an enhanced travel experience while ensuring safety. 

Marketers can leverage this trend by understanding the key scenarios in which Chinese travelers use their mobile devices, such as air ticket and hotel booking, online check-ins, taxi bookings, tourist hotspot searches, map navigation, food ordering, cashless payments, roaming services, and shopping mall experiences. By aligning their marketing efforts with these usage scenarios, marketers can effectively engage with Chinese travelers throughout their journey.

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Winning exclusive traffic in the ecosystem  

It’s clear that to succeed, brands must adopt a customer-centric approach to marketing, understanding changing consumer behaviors, and leveraging digital technologies to drive growth and recovery in China’s tourism sector. 

By integrating with Huawei’s ecosystem, marketers can access exclusive traffic and leverage intelligent recommendations to effectively reach their target audience - with multiple operation measures, delivery tasks, and private traffic capabilities empowering brands to engage with users across Huawei devices and platforms.  

To find out more about Petal Ads, visit here.

Martech Brand Strategy Agency Models

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