Social Travel Britain 2015 conference: The Chinese traveller

www.capelachina.com

The Chinese Traveller

& the Digital World

Gary Grieve,

Capela China

Twitter: @CapelaChina

Capela China

China – the world’s most populous country

The Chinese Tourism Phenomenon

Consumer Behaviour: photography

Brighton Seafood Restaurant

China Online

• 640 million Internet users

• No major Western online platforms

• China’s own equivalent platforms are huge

• Mistrust of official info sources

• Researching and sharing travel information is very popular

Major Chinese social platforms

Cavern Club – the Chinese name game

• 洞穴俱乐部 - Cavern Club - most widely used

• 洞窟俱乐部 - 2nd translation of Cavern Club

• 卡文俱乐部 – ‘Sounds like’ Cavern - ka wen plus ‘Club'

VisitBritain: GREAT Names

GREAT Names: multi-media

GREAT Names

13,000 names suggested, including:

• Highland Games: Strong men’s skirt party (裙英会)

• Savile Row: Street of the tall, rich and handsome (高富帅之路)

• Sherwood Forest: Forest of Chivalrous Thieves (侠盗林)

• Devon Cream Tea: Grandma’s Cream Tea (阿婆奶油茶)

• Llanfair-pwllgwyn-gyllgo-gery-chwyrn-drobwll-llanty-silio-gogo-goch

Healthy-lung Village (健肺村)

GREAT Names: results so far

• 30 million Chinese saw video

• 80 Chinese KOLs engaged

• 260 media reports

• Mentions seen on Weibo and WeChat by 300 million Chinese

• 2 million visited the campaign pages

http://www.greatnames.visitbritain.com/zh-hans

GREAT Names: landing page

Chinese online presence: tips for success

• Get a memorable Chinese name

• Provide photo opps & free wifi

• Find cultural reference points

• Be good at what you do!

谢谢

Gary Grieve 戈加里

gary.grieve@capelatraining.com

Twitter: @CapelaChina

www.capelachina.com