The New Chinese Traveler Won't Be Receptive to Old Marketing Strategies
Photo Credit: From left) Trip.com Chief Operating Officer Schubert Lou, Wego CEO Ross Veitch and Skift Asia Editor Peden Bhutia at Skift Global Forum East in Dubai on December 15, 2022. Skift
Skift Take
If and when outbound Chinese travelers return, they will be a post-pandemic version of their former selves with altered likes and dislikes. Old-school marketing may fall flat.
Marketers beware: Prior ways of marketing to Chinese consumers, including travelers, won't work as well today because their preferences changed during the pandemic.
Trip.com Chief Operating Officer Schubert Lou said that after China's November 11 Single's Day, which has its parallels to Black Friday shopping sprees in other locales, it became apparent that sales levels "flattened," and that consumers were more focused on essentials and things that add value.
Lou said he couldn't predict when Chinese would start outbound travel again although search traffic for travel is soaring. However, when Chinese travelers return, they will be more cautious and won't just
