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Chinese travellers logging on

The Internet is the most popular medium for Chinese travellers seeking information about their trips, according the latest Nielsen China Outbound Travel Monitor. The Nielsen survey found that travellers will search for conventional destination information ahead of their trips (61 percent of leisure trips taken) before turning to online travel discussion forums (48 percent) to fine-tune their plans. Conventional travel agents were approached on only two in five travel occasions.

The Monitor also uncovered the media expenditure of the top 15 destinations for Chinese travellers as well as spending by national and state tourism bodies. According to Nielsen, in 2008 the total destination media expenditure in China from the top 15 destinations (by visitor number) was close to US$68million. The big spenders were in Asia Pacific with Korea (RoK) accounting for 31 percent of share of voice (SoV). Singapore accounted for some 22 percent SoV, followed by New Zealand, whose ‘100% Pure New Zealand’ grabbed 15 percent.

“With these results showing that the largest proportion of China’s outbound travellers, both business and leisure, use the Internet as a pre-trip information tool it makes sense that marketers should leverage that usage to increase the visibility of their own products and deals”, says PATA’s SIC Director John Koldowski.

This article is quoted from the newsletter PATAnews from PATA . The article was originally published on 2009.08.14.
This article is uploaded by Majbritt Thomsen, administrator on ‘Views On Tourism’.

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Posted in Asia, China, IT, Market knowledge, Sale and marketing.


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