As Chinese travel rebounds, US promotes lesser-known destinations

As outbound travel from China rebounds post-pandemic, the US is revamping its marketing approach to capture the attention of Chinese tourists. With international flight capacity yet to fully recover, domestic Chinese destinations like Hainan have successfully retained local tourists via unique offerings. While internationally, countries like France are capitalizing on major events, such as the Paris Olympics, to lure Chinese visitors. In this competitive environment, Brand USA recognizes the need to innovate continuously. US-based travel marketing organization Brand USA, is adapting to the shifting landscape by focusing on personalized and luxury experiences that appeal to the evolving preferences of Chinese travelers. High-end Chinese travelers now seek lesser-known, exclusive destinations and are willing to invest in premium experiences, according to the firm’s chief marketing officer Staci Mellman. The organization aims to promote lesser-known US cities and attractions, offering bespoke experiences that cater to the preferences of Free Independent Travelers (FIT) and luxury seekers. In the following interview, Mellman delves into the organization's latest initiatives, challenges, and strategies for engaging Chinese travelers in a post-pandemic world. Jing Daily: How is the evolving travel and tourism landscape, especially with the resurgence of outbound travel post-pandemic, impacting your marketing strategies? Staci Mellman: The post-pandemic travel landscape has profoundly influenced our marketing strategies. With the resurgence in outbound travel, we've focused on personalized, intimate experiences catering to modern Chinese travelers. Digital engagement is crucial, so we've enhanced our presence on Xiaohongshu, Douyin, WeChat, and Weibo. We've also launched the "Experience It All" campaign to highlight the diverse, unique experiences the US offers, aligning with the growing demand for specific interest travel. JD: Can you share insights into the preferences and behaviors of Chinese tourists when choosing travel destinations and experiences? SM: Chinese tourists are meticulous planners, increasingly seeking personalized, immersive experiences. Social media greatly influences their decisions, guiding them from research to booking. They use digital platforms to plan and share journeys, underscoring the need for a strong online presence. Preferences are shifting towards diverse, authentic experiences, such as arts and culture, wellness retreats, and off-the-beaten-path destinations. This trend reflects a broader movement toward prioritizing authentic, high-quality travel. JD: How do Chinese luxury travelers define a high-quality travel experience? SM: Chinese luxury travelers value unique, exclusive, and personalized services. They seek lesser-known, extraordinary destinations and are willing to spend more for premium experiences. Privacy, comfort, and exceptional service are key, with a preference for bespoke itineraries. Luxury retreats, wellness experiences, gourmet dining, and cultural immersion particularly appeal to this demographic. Younger travelers, influenced by social media, are increasingly drawn to exclusive, unique destinations, which is why we've strengthened our presence on Xiaohongshu and Douyin. JD: Is the USA competitive in attracting this audience? What preparations are underway to cater to their preferences? SM: The USA is highly competitive in attracting luxury travelers, offering a wide range of high-end experiences, from luxurious "Dude Ranch" stays to events like Art Basel. Our marketing campaigns highlight exclusive, unique experiences across the country, with a focus on emerging destinations beyond gateway cities. We leverage social media to engage directly with this audience, using influencer partnerships to present authentic, relatable experiences and inspire exploration of diverse, exclusive US destinations. JD: What challenges and opportunities do you anticipate for the USA's tourism industry, particularly regarding young Chinese travelers? SM: The challenge lies in staying relevant to evolving preferences, but this also presents an opportunity to innovate and diversify. The USA's immense diversity—vibrant cities, stunning landscapes, rich cultural experiences—inspires us to rethink how we tell our story. We're constantly exploring new ways to showcase these attractions and tell compelling stories that ignite a desire for exploration among travelers. JD: What role do partnerships and collaborations play in your global marketing strategy, and how do you select suitable local partners? SM: Partnerships and collaborations are vital to our strategy. In Shanghai, we've connected with OTAs, travel agents, and local partners to better understand Chinese consumer preferences. Our itinerary included visits to culturally significant areas and iconic landmarks, providing valuable insights into China's tourism industry. Our partners share our passion for the travel industry and our common goals. JD: Can you share key strategies for marketing lesser-known destinations and small businesses in the USA? SM: Our "Experience It All" campaign highlights lesser-known US destinations, using text and video formats shared on Xiaohongshu, WeChat, Weibo, and Douyin. This approach effectively reaches and engages Chinese travelers, showcasing unique experiences beyond popular attractions. We also actively promote these destinations on our social media, drawing inspiration from recent Chinese travel trends like Zibo BBQ and Route 318, to drive visitation to places like Colorado, the Gulf Coast, and the Northwest. JD: How do you balance traditional and digital marketing in your campaigns? SM: Traditional marketing establishes credibility, while digital marketing raises awareness and encourages engagement. These approaches complement each other, especially in a highly digitalized society like China. Recognizing the importance of digital interaction, Brand USA has expanded its social media footprint with accounts on Xiaohongshu and Douyin and re-entered the market with the "Experience It All" campaign. This initiative showcases the wide array of US experiences, fostering a deeper understanding and desire to visit. JD: What trends do you anticipate shaping the future of destination marketing, and how do you plan to adapt? SM: We see a rise in young, high-income travelers. To attract them, we're strengthening our social media presence in China, especially as social platforms now serve as both inspiration and booking tools. With social commerce growing, our efforts will focus on these platforms, integrating social commerce features with our Tour Operator and OTA programs. Another trend is the shift towards personalized, luxury travel, with travelers preferring exclusive routes over traditional tours. We're raising awareness of lesser-known US cities and attractions, perfect for themed travel experiences. This interview has been edited for length and clarity.

As Chinese travel rebounds, US promotes lesser-known destinations

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Published August 23, 2024

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As Chinese travel rebounds, US promotes lesser-known destinations