Broadway Says 你好 (Hello) to China - Part 2
1/4/18
Happy New Year! A few weeks ago, we discussed the growing influence and importance of outbound travel from China—and how Broadway Inbound has engaged with Contineo Marketing to promote Broadway to millions of travelers to the U.S. from China each year.
Contineo’s Shanghai-based team understands the Chinese outbound traveler and helps Broadway Inbound tailor its Broadway Collection marketing efforts to the needs of this unique market.
According to Contineo, Chinese travelers nowadays want to experience new things and learn about cultures and customs beyond their own. Their top five motivations when deciding on a long-haul holiday destination are relaxation (44%), trying something new (39%), new experiences (37%), rewarding hard work (30%), and meeting locals (28%).
But we can’t think of Chinese visitors as a monolith. Affluent travelers from prominent cites (Beijing, Shanghai, Guangzhou, Shenzhen) prefer more exotic, personalized experiences. Vacationers from other regions are often working through their list of must-see destinations. When we market Broadway to these customers, everything needs to be tailored to their level of travel savvy.
As many already know, China is a digitally and socially engaged culture, with hundreds of millions of users on the WeChat and Weibo platforms—but infamously not on Facebook, which is largely blocked in China. Word-of-mouth on social among friends and influencers is highly prized, so having a cohesive presence on WeChat and Weibo, as well as online travel agencies like Ctrip, helps make Broadway more visible to holiday decision-makers.
Another digital innovation that’s gained steam in China is cashless payments. Chinese consumers spend $5.5 trillion via mobile payment platforms like Alipay and WeChat Pay in 2016, about 50 times more than their American counterparts—exceeding an average of 600 million transactions per day. The cashless lifestyle is now becoming a reality in China.
With the number of Chinese visitors increasing every year, it’s important that we share the breadth and scope of entertainment options available on Broadway and around NYC. And it’s equally vital to tailor our marketing efforts and sales channels to accommodate the specific needs of the Chinese consumer.
For more information on Broadway Inbound, visit www.broadwayinbound.com.
Contineo’s Shanghai-based team understands the Chinese outbound traveler and helps Broadway Inbound tailor its Broadway Collection marketing efforts to the needs of this unique market.
According to Contineo, Chinese travelers nowadays want to experience new things and learn about cultures and customs beyond their own. Their top five motivations when deciding on a long-haul holiday destination are relaxation (44%), trying something new (39%), new experiences (37%), rewarding hard work (30%), and meeting locals (28%).
But we can’t think of Chinese visitors as a monolith. Affluent travelers from prominent cites (Beijing, Shanghai, Guangzhou, Shenzhen) prefer more exotic, personalized experiences. Vacationers from other regions are often working through their list of must-see destinations. When we market Broadway to these customers, everything needs to be tailored to their level of travel savvy.
As many already know, China is a digitally and socially engaged culture, with hundreds of millions of users on the WeChat and Weibo platforms—but infamously not on Facebook, which is largely blocked in China. Word-of-mouth on social among friends and influencers is highly prized, so having a cohesive presence on WeChat and Weibo, as well as online travel agencies like Ctrip, helps make Broadway more visible to holiday decision-makers.
Another digital innovation that’s gained steam in China is cashless payments. Chinese consumers spend $5.5 trillion via mobile payment platforms like Alipay and WeChat Pay in 2016, about 50 times more than their American counterparts—exceeding an average of 600 million transactions per day. The cashless lifestyle is now becoming a reality in China.
With the number of Chinese visitors increasing every year, it’s important that we share the breadth and scope of entertainment options available on Broadway and around NYC. And it’s equally vital to tailor our marketing efforts and sales channels to accommodate the specific needs of the Chinese consumer.
For more information on Broadway Inbound, visit www.broadwayinbound.com.
Originally published in Broadway Briefing.