By all accounts, anyone wanting to market to China via Tencent-owned WeChat should avoid posting images of high-rises or buildings. Chinese luxury travellers want nature and experiences.
Food is another big draw. Even airlines, not renowned for culinary expertise, realise this. KLM’s Director of Social Karlijn Vogel-Meijer says she focusses on food in destinations, especially in its home base of the Netherlands, where the airline encourages travellers to begin their European vacations. Another tip is that any WeChat content that provides useful information is well-received – WeChat allows long-form content, so information can be covered in-depth.
On the hotel side, IHG’s SVP Global Channels Jamie Cole, recruited from Mandarin Oriental, is working closely with WeChat, and also with Baidu and Fliggy, both owned by Alibaba.