The Hangzhou Tourism Commission carried a series of custom experience tourism products that “scream out” Hangzhou’s uniqueness. This promotional event also announced the official launch of the online marketing activities between Hangzhou and Expedia, nearly 100 travel agents, media and cultural tourism professionals were invited to attend.
During the promotion, as a representative of the travel industry, large-scale UK travel agency China Britain Travel Group’s chairman, Carey J Fletcher, shared the state of the recent British and European tourism market environment, related Hangzhou tourism products and forecasted the future development of Hangzhou tourism products. One of broadcasted tourism promotional videos “Listening to Hangzhou” gave European travel agents an intuitive look on Hangzhou’s travel resources, among them, “Hangzhou Workmanship Apprentice – I learn skills in Hangzhou” commanded the room and resulted in British travel agents not being able to sit still, many inquiring on methods to participate. In recent years, Hangzhou Tourism Commission has been committed to integrating social resources, transforming a near 100 social resources into tourism products. Dedicated to providing clients with more diverse and culture abundant experience, which is in line with the preference of European traveler’s wanting to experience the life of locals.
The event was organized by the Hangzhou Tourism Commission and Expedia Group Media Solutions, the advertising arm of Expedia Group, which offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence travelers. Through Expedia’s “Hangzhou Holiday Pick ‘n’ Mix Service”, visitors to a dedicated website are asked a number of questions about their travel preferences, helping to paint a picture of their perfect trip. They are then presented with a tailored Hangzhou itinerary, reflecting their tastes and interests, along with the option to plan and book their trip through Expedia. All participants also have a chance to win a trip to Hangzhou.
Additionally, the campaign utilized data from user responses to better understand European travelers’ attitudes toward Hangzhou and its many attractions. This information will feed into a report, which will be published later this year, helping Hangzhou better understand the behavior of travelers from the increasingly important European market. For more information follow the link to the activity: https://hangzhouholiday.expedia.co.uk/
Participating users are asked about their travel preferences, tailor making a Hangzhou attractions itinerary more suitable for European tourists. Additionally, using participating user’s big data to form an interest report of European tourists, to further understand their travel habits, helping more European tourists recognize Hangzhou and visit in the near future.
During the event Expedia’s Expedia Group Media Solution’s Senior Director, responsible for Europe, the Middle East, Africa and Asia Pacific, Andrew van der Feltz, shared insights around the behavior and traveling habits of Europeans and process of the online marketing campaign. Nowadays, the scenery alone isn’t the key selling point for Hangzhou, service and all-around facilities are becoming the biggest selling point for European travelers.
Hangzhou has been committed to building a world tourism and leisure center, sightseeing tours led by internationalization, relaxing vacations, cultural experiences and business exhibitions, using this “Four in One” model to develop a new global structure. In 2017, the number of inbound tourists in Hangzhou reached a 4.02 million, a year-on- year increase of 10.7%, among them were a total 545,900 European tourists, occupying 14% of total tourists. Big data shows that the UK has become one of the top ten source countries for tourism in Hangzhou. This promotional event has also become an important measure to enhance the international influence of Hangzhou’s tourism brands. Hangzhou’stourism market is sure to explode.