China tourism PR and Marketing Services | Guanxi Group
We offer Chinese travel PR and representation, and Chinese social media to build your brand, drive sales, and increase your share of the world’s largest outbound travel market.
Chinese Student Marketing
Over 150,000 Chinese students study at UK universities. Blessed with generous disposable income and a yearning to travel, shop and gain new experiences, UK-based Chinese students are actively seeking out European brands and looking for places to visit throughout Europe. We can help you reach this rich and growing segment of prospective consumers through our dedicated suite of marketing services and products including social media promotions, partnerships with Chinese student associations and projects with UK-based Chinese student influencers.
Public
Relations
Our Chinese team have excellent relationships with trade, business and consumer media, lifestyle press, and travel and food Key Opinion Leaders (KOLs) in China. We will help you create regular newsworthy stories to keep your product centre stage with Chinese consumers. We deliver a full range of PR services including media workshops, media and influencer/KOL projects, on and offline promotions, press releases and networking events.
Chinese OTAs
China’s ‘go-to’ travel websites, such as Ctrip and Figgy, boast millions of monthly users, making them some of the most important global platforms for your hotel or tourism brand. You may already have a listing here, but Guanxi can help you drive more sales by promoting your product and maximising the opportunity offered by these important distribution channels.
Research
Is your product right? Are you sure that what works for your other international customers will also delight your Chinese guests? And vice versa? How competitive is your sector and is it worth investing in China? What do Chinese students feel about your product, your service, or your brand? How can you tweak your messaging and marketing to reach them?
Guanxi’s research team has years of experience in delivering meaningful insight for hospitality, tourism and leisure brands in all markets. In the Chinese market, we can augment this with cost-effective research with our trade contacts to help you define your challenges and advise you on best next steps towards success. We also have access to a panel of Chinese university students whom we can survey about perceptions, preferences, demographics and behaviours.
Social Media
Chinese people live their lives on China’s hugely popular social media platforms, WeChat, Douyin and RedNote, and you will need to consider how you are going to reach their millions of users. We will set-up, verify, and manage your social media accounts, and drive increased followers through promotions, sponsored posts, and trade and media partnerships.
Chinese Travel Trade Representation
For travel brands, our team in Beijing will become your Chinese sales force. We will prepare a strategic trade sales plan for you, advising which agents and operators we will target on your behalf and conduct regular visits and calls. Your annual Chinese sales and marketing plan will set out sales targets, objectives and initiatives (such as which trade shows to attend) all tailored to your budget.
Chinese Websites and Apps
With 770 million internet users in China, it is vital that your product is both easy to find and easily understood on the web. But setting up your own website may not be the right way to invest your time and money. If you are looking for a digital presence in China, take specialist advice as you need to consider localisation, hosting and usability, as well as Chinese consumer behaviour when it comes to booking travel. We can also give advice on designing your own WeChat Mini-Program allowing you the opportunity to present your product and services digitally and take bookings within the powerful WeChat ecosystem.
Chinese Sales Missions and Roadshows
For travel brands, we offer tailor-made sales missions to Beijing, Shanghai and other Tier One and Two cities which focus on pre-qualified tour operators and agents to ensure your product is relevant to them. You will visit them in their offices for productive, insightful meetings lasting up to one hour each. This approach ensures that your time is well spent, and your chances of a successful negotiation are high. Sales missions are escorted by bilingual travel professionals from the Guanxi team in Beijing and full briefing and reports are delivered.
We also run a bi-annual Guanxi China Roadshow exclusively for our partners in the UK and Ireland.
Tour Operator
& Agent Training
Our travel trade training sessions are held either online or at the offices of major Chinese tour operators and we have the relationships which allow us access to their valuable time. Our sessions are interactive and engaging and our staff are very experienced; trained in your products with a deep understanding of the operators’ needs to enable them to successfully sell your product.
China Welcome
Training
A warm welcome is absolutely vital to your brand reputation, your sales revenue and your repeat visitation. Your staff may have concerns over the nuances of dealing with Chinese visitors or shoppers and you may need assistance and advice on how to help Chinese guests and customers navigate your products and services. We can provide your teams with an introduction to the market, an understanding of Chinese culture and the history of travel, and the training needed for front line staff to deliver the warmest welcome.