Younger, more independent & adventurous - Tourism Holdings Limited talks about their digital experience with the Chinese FIT market
Marketing to today’s Chinese FIT travellers
Growing up with the internet and new technologies, millennials and Generation Z’s are becoming the key driver in China’s outbound travel growth. They are more independent and adventurous comparing to other travellers and have a strong desire to be the first to try new and authentic experiences.
Motorhome self-drive is becoming increasingly popular among Chinese FITs, as a unique and fun way to travel. Many who have done that are actively sharing their experiences through social media and online travel platforms such as Ctrip, Qyer and Mafengwo. By working with these KOLs (key opinion leaders), we are seeing positive influence in category awareness and to
drive further growth.
One young couple, Weibo fashion blogger Pinuocaoer(external link) & her digital producer husband Clockwork created a short video(external link) of their recent motorhome honeymoon trip and posted on China’s popular short video platform Douyin (Tik Tok). Their unique style and storytelling attracted 5million views in a short period of time, a perfect endorsement and influence we work to achieve.
thl recently sponsored Beautiful Youth(external link), a 12 episode Chinese youth travel reality TV show featuring household celebrities such as Fan Chengcheng & Wang Ziyi, travelling through New Zealand in thl’s maui motorhome brand. The show launched on iQiyi (Netflix equivalent) in March and reached #3 in entertainment shows in China. The hashtag Beautiful Youth has 4.9billion discussions on social media website Weibo.
thl looks forward to welcoming more Chinese visitors to experience this beautiful country in the China New Zealand Year of Tourism.
Tourism Holdings Ltd(external link) (thl) is New Zealand’s premier tourism company and the largest provider of RV for rent and sale globally. thl believes in the China market, it was the first tourismoperator in New Zealand to adopt China mobile payments Alipay & WeChat pay across its Discover Waitomo operation. In the past years, thl has been actively developing its China Ready programme and has a team of China market specialists across different business units.
thl is the Supreme Winner of 2018 New Zealand Tourism Awards.