Glogou Publishes Travel and Destination Marketing White Paper

Glogou Publishes Travel and Destination Marketing White Paper

SANTA CLARA, CA - Glogou, a leader in providing cost effective digital marketing campaigns, today published a white paper: "How to Attract High Value Tourists from China - A Guide for Travel and Destination Marketing" ( The company has performed extensive research on the unique characteristics of Chinese tourists and their decision making process when choosing a travel destination. Based on the research data, a set of strategies were developed for Online Marketing, Social Media Marketing, Mobile Marketing, Website and Mobile Website Re-design, Mobile App Development, Search Engine Optimization (SEO) and Search Engine Marketing (SEM), along with various principles and methods to attract Chinese tourists. These strategies can be leveraged by worldwide Destination Marketing Organizations (DMO) to improve their marketing effectiveness and get better ROI on their advertising dollars. 

Highlights of the whitepaper include:

  • A detailed analysis of the China travel industry value chain, and recommendations for both digital and traditional marketing strategies.
  • A close look at how the demographics of the Chinese tourists mandate different marketing channels and strategies than other countries. In China, 90% of the travelers are under the age of 45, and most of them are savvy Internet and mobile users. 
  • Examples on how to utilize local social media such as Sina Weibo, WeChat, and video site Youku to target Chinese tourists, given their propensity to share travel experiences on social media. 
  • The need to create a travel website that is mobile friendly. Chinese tourists often need to search for information for a destination on mobile devices while they are out and about in that region.

China is currently the world's No. 1 outbound tourist country. According to the US Commerce Department, the number of Chinese visitors increased 23 percent in 2013, and they spent an average US$9,797 on every visit. A few weeks ago, a Direct Marketing firm based in Guangdong, China, sponsored a conference in Anaheim, California, as a reward for its employees. This is the largest ever Chinese tour group to visit the United States. More than 6,000 people flew from different parts of China into Southern California. The group filled 86 commercial flights and stayed in 26 hotels across the Los Angeles area. Tourism officials estimate that the visitors generated US$85 million revenue for local businesses during the 15 day event.