Return to our Home page Search
Click here for the hotel and hospitality news from around the globe Hotel, Travel and Hospitality Articles Videos and in-depth Interviews
Read more now
Read more now
Read more now
The Asia Pacific luxury traveller and social media - 53% of all luxury travel reviews between 2012-14.
Wednesday, 18th June 2014
Source : Brand Karma & ILTM Asia 2014

'Crouching tiger, hidden dragon' No More! Say HI to the new Asia Pacific luxury traveller:

More active on social media than any other region, luxury travellers in APAC are using social media to research and share their travel experiences at an unprecedented growth rate. In fact, they posted 53% of all luxury travel reviews written between 2012 and 2014.

With enormous populations and extremely active social media ecosystems, China (623 million users averaging 1.5 hours per day), India (90 million users averaging 2.4 hours per day), Indonesia (62 million users averaging 2.9 hours per day), and the Philippines (34 million users averaging 4.0 hours per day) have increased the velocity with which luxury brand messages move across APAC1.

While this can be an asset or a liability to a luxury travel brand, messages now move at the speed of light, and brands should embrace this.

4Hoteliers Image Library

Asian luxury hotel brands lead the way in social commerce

Making money from social media is elusive to most travel brands. While most now use social for growing brand awareness and fan acquisition, few have figured out how to monetise it directly.

However, there are pockets of genius in Asia amongst luxury travel brands. Hotel groups are using Facebook creatively to drive impressive numbers in direct bookings.

Given that online reviews and social networks are forming an increasingly meaningful element of the travel experience for travellers in the Asia-Pacific region, marketers and travel providers will need to integrate this trend into their marketing spend and customer interaction techniques.

By creating targeted social media ad campaigns based on key demographics and preferences, luxury brands can drive profit through the increased use of social media.

China continues down its own path

While there were rumours in late 2013 that citizens within the Shanghai Free Trade Zone would be allowed to access Facebook from inside Mainland China, nothing transpired and China continues to block access to major international social networks.

Locally run sites including Sina Weibo, WeChat, and YouKu continue to prosper, with some local sites expanding internationally. Mainland China boasts the largest population globally and also has become a leading uxury destination within Asia, as evidenced by a 53% growth in luxury traveller reviews.

While longstanding luxury hotspots like Shanghai or Beijing are still attracting travellers, destinations such as Zhenjiang, Chongqing, and Sanya are receiving more attention, as indicated by sharp increases in luxury social postings.

Read the full report HERE

~ Important Notice ~
Articles appearing here contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.

Learn more about DigiJames - in room technology
 Related News  (Click title to read article)
The Chinese Luxury Traveler - How destinations are decided and bookings made.
Traveler reviews increase in importance - and number - in China.
China Spiritual Investments White Paper 2014.
Companies invest billions in social programs but impact is uncertain.
 Latest News  (Click title to read article)
Asia Pacific, led by China, dominates global business travel
Tuesday, 29th July 2014

Emerging markets grabbing bigger piece of the online travel pie
Tuesday, 29th July 2014

In Focus: Istanbul, Turkey
Tuesday, 29th July 2014

China overtakes the US as the world's largest economy: Impact on industries and consumers worldwide
Tuesday, 29th July 2014

Healthy Hotels: Risk and guest demand main reasons for abandonment of chlorine bleach
Tuesday, 29th July 2014
 Latest Articles  (Click title to read article)
Mid-Year Review: The Rising Tide of Mobile Bookings - How Hoteliers Can Stay Afloat
Tuesday, 29th July 2014

The 'Drink Up' Campaign Made a Measurable Difference
Tuesday, 29th July 2014

More Workers Taking Temporary Path To Being Hired Full-Time
Tuesday, 29th July 2014

South America's 'Fauxtels': Argentine Hotels that Borrow Big Names
Monday, 28th July 2014

Five Ways the New Facebook Layout Affects Hotels
Monday, 28th July 2014
 Most Read News  (Click title to read article)
Thailand Situation Updated - June 27: Thailand tourism gets stronger than ever
NH Hotel Group disposes Amsterdam asset
The Chinese Luxury Traveler - How destinations are decided and bookings made
News from around the Asia Pacific region, June 10
Alila and Commune create new lifestyle hotel management company

© Copyright 4Hoteliers 2001-2014 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here

Use of this web site is subject to our
terms & conditions of service and privacy policy