Chinese tourists don’t just use their smartphone apps to plan and book trips overseas, they also rely on these applications when they arrive at their destination. 85% of Chinese millennials use their mobile phone while travelling overseas to further research the destination’s best tourism hotspots, help make their travel experience in an unfamiliar destination more comfortable and convenient, and keep in touch with family and friends back home.
If you’re familiar with the China market, you may know that Facebook, Twitter, and even Google Maps are banned in China. China have their own alternative apps that functionally serve similar purposes, but have interesting and different features to their Western counterparts that help facilitate ease of travel for Chinese tourists in overseas destinations.
So, what are the top mobile apps Chinese tourists use when travelling overseas that we should be paying close attention to? And, most importantly, how do they help Chinese travellers? With the recent four-day Labour Day holiday expected to produce over 160 million Chinese travellers, we thought this to be the ideal time to explore this trend to highlight the importance of mobile apps in shaping the Chinese outbound travel experience.
In the second part of this series of articles, we explore the key apps Chinese tourists use to share travel recommendations with one another, both prior to a trip and once they have arrived, and the different kinds of recommendations they receive from Chinese and Western platforms.
If you haven’t done so already, read the first part here about the apps Chinese tourists use overseas to interact with and navigate around their destination of choice.
Chinese review sites – Mafengwo, Qyer, and Ctrip
Before travelling overseas, Chinese tourists will research destinations, attractions restaurants, hotels and shops using China’s premier review site platforms – Mafengwo, Qyer and Ctrip. Similar to TripAdvisor, international destinations have pages on these sites that list in-depth travel information, rankings of popular sights and recommended itineraries for short and long stays.
The three platforms mentioned above also showcase travelogues posted by influential Chinese Key Opinion Leaders (KOLs/bloggers). The majority of these blogs are focused on a specific destination and a specific theme, such as travelling from London to Scotland by rail, and they provide a personal and honest account of the KOLs’ travel experience. KOLs’ opinions are highly valued by Chinese tourists researching their next trip abroad – when a KOL validates their experiences, this shows they are equally suitable for any Chinese traveller.
Chinese travellers can also use these platforms casually to post updates about their overseas trip for their followers to see, and write reviews of points of interest they’ve visited. These platforms provide the Chinese perspective of overseas destinations and travel experiences, but they may want to find out what the locals think…
TripAdvisor – for local recommendations
TripAdvisor is not blocked in China, and is a useful resource for Chinese travellers to get an idea of the local opinion of restaurants, hotels, shops and attractions they plan on visiting. Interestingly, TripAdvisor has a Chinese website which is near identical to the English version. On both versions, user reviews can be filtered by language to read comments left by travellers across the globe. By default, only reviews written in the website’s native language will appear, meaning if users wants a ‘global perspective’ of where they’re visiting, they’ll need to manually filter the reviews to show ‘All languages’.
User reviews of Brighton Pavilion on TripAdvisor.cn.com (left) and TripAdvisor.co.uk (right)
The different tastes and opinions of Chinese travellers to Western travellers are evident when review site platforms like TripAdvisor and China’s Mafengwo are compared. On TripAdvisor, Elephant House café in Edinburgh, where J.K. Rowling famously wrote the first Harry Potter book, is ranked around 1,400 of the 2,200 best places to eat in the city. However, as a result of the feverish popularity of Harry Potter in China, the café is the top rated restaurant in the city on Mafengwo, and the second top rated attraction.
Since Mafengwo, Qyer and Ctrip present a Chinese perspective of restaurants, shops and hotels, Chinese outbound travellers may use TripAdvisor to discover places unfamiliar to Chinese tourists, recommended by locals and other global tourists.
Little Red Book – Easy content sharing
Xiaohongshu, or ‘Little Red Book’ in English, is an up-and-coming social media and content sharing platform encouraging users to share travel articles and reviews of popular products, and post short videos and photos of their travel experiences. Little Red Book has over 200 million registered users as of January 2019, and around 90% of its users are female.
Similar to Weibo, users can follower influencers whose recommendations they trust, and like Mafengwo and Qyer, content can be saved for future reference. Rather than letting users post anonymous reviews, the platform encourages users to post in-depth reviews including a combination of written content, videos and photos, which are known as ‘Notes’. Other users can comment on ‘Notes’ to exchange information and share their own tips. Chinese travellers may be inspired to visit places overseas based on content a Little Red Book influencer has posted, and being able to save posts means travellers can refer back to them once they’ve arrived.
In terms of providing travel recommendations, the platform is not yet as influential as Mafengwo, Weibo or WeChat as its content primarily focuses on luxury brands and shopping. However, it is rapidly growing in popularity and has the potential to become a influential source of travel tips for Chinese outbound travellers.
Dianping – The Chinese Yelp
If you’re wondering what the Chinese equivalent of Yelp is, that would be Dianping. This travel advice platform lists of shops, restaurants, pubs and bars, cinemas and other venues located in destinations both in China and abroad. Over 4.4 million merchants across nearly 200 countries are listed on Dianping, making it a useful travel resource similar to TripAdvisor. However, Chinese travellers will mainly use Dianping to narrow down popular dining choices. Dianping users can not only leave reviews, but they can filter restaurants by cuisine and popular food items, find out the average price per head, and view a score breakdown of restaurants’ ‘Taste’, ‘Environment’ and ‘Service’. Many commenters also post pictures of their bill to advise other users how much they should expect to spend.
Like TripAdvisor, the more reviews a user posts, the more they are valued by the community and begin to build an influence on the platform. A positive review of your restaurant by a highly regarded reviewer can be very valuable promotion in helping to attract more Chinese guests.
While functionally similar to TripAdvisor, Dianping provides a more in-depth breakdown of a restaurant’s quality, and is another platform Chinese travellers can consult if they seek a different perspective of the restaurants, hotels and shops in their destination of choice.
The world in your pocket
Whether Chinese travellers use mobile phone apps to research their destination before or during their trip, mobile apps have had a considerable influence in shaping the travel experience for Chinese outbound tourists. The destinations, attractions, shops and restaurants Chinese travellers visit, and hotels they stay at, are increasingly being dictated by their popularity on these platforms and positive reviews left by influential users. When a fellow Chinese traveller posts a positive comment about their trip overseas, this shows other Chinese tourists that they can also enjoy this experience and feel comfortable doing so.
If you are a destination, attraction, hotel, or restaurant looking to reach the China market, you will be invisible to the Chinese traveller unless you establish a presence on any of these platforms. We provide an online reputation management service to audit and improve your business’s online profiles in China, to ensure Chinese tourists are receiving the most accurate and up-to-date information about you. If you are interested in finding out more about this service, please feel free to contact us for a chat.
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