For travel marketers who have never heard of Douyin, chances are that their marketing strategies targeting the Chinese millennials are already falling behind, said industry players at a panel discussion at ITB China 2018 in Shanghai.
Estimated to number more than 400 million, millennials are a force to reckon with in China’s outbound travel growth. But marketing to this key demographic requires a close watch of trends and recognising the cultural nuances and complexities, key travel figures shared during the ‘Connecting destinations with Chinese millennials’ session yesterday.
Chinese millennials are hardly a uniform market, with each subset – post-80s, post-90s and post-00s, etc – displaying its own quirks and preferences, according to Roger Qiu, general manager of Europe, Middle East & Africa, destination marketing of Ctrip Group. “Each segmentation is complicated,” he added.
Filipe Silva, board member of Turismo de Portugal, agreed: “There are differences within the millennials group. For instance, the millennial profile in a first-tier city is different from those in second- or third-tier cities.”
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Read also "Forget Chinese tourist stereotypes, a new generation is reshaping overseas travel" at Forbes