The Rise of Social Travel
By CIC and GroupM China
Tourism revenues in China are expected to reach 2.9 trillion yuan in 2013, with a growth of 120% in five years. The rise of Chinese social media becomes the most important booster which drives it into people’s lives— Where to go? How to get there? What are you looking for? What do you want to experience and How you experience it? Travel has become the hottest topic on social media and stimulates modern people’s desire for travel.
To those brand managers, it’s a golden opportunity when people are on a journey. Leaving behind familiar environment and escaping the normal pace of life, people set out a journey in a cheerful mood and with a bulge wallet. They search for all sorts of possibilities to broaden their life experience, which is a perfect opportunity for brand to communicate and build up relationship with them.
We look into the business opportunity in travel through 29.6 million travelrelated posts and over 10 thousand travel enthusiasts. From travelers’ perspectives, thinking about their concerns, a brand can provide valuable service and unique product to them. Not only in travel category, almost all brands can use it to build their brand experience via such a great opportunity.
- Based on the deep analysis of Chinese online travel category from GroupM and CIC, this collaborative IWOM White Paper on the Travel Industry gives an overview of China’s travel market (from social media perspectives), along with a focus on key consumer segments, online platforms and hot topics related to the travel industry.
- CIC monitored and collected travel- related content across China’s mainstream social media with its developed advanced text mining technology and unique analysis model. Besides, with CIC’s rich experience on IWOM research, the professional research consultant team analyzed millions of buzz related with travel then made a focused research on the travel-related vertical web, BBS, travel review sites and Sina Weibo.
- GroupM Knowledge provided macro travel industry data and trend analysis.
- All social data was collected from the CIC Travel Panel.
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