China's two biggest commercial platforms, Qunar and C-trip, provide advertising, social, and thought leadership opportunities unmatched by more well-known Chinese sites. This presentation provides an intro to the opportunities.

1. How To Promote Your
Destination on China’s
2 Biggest Travel Sites

2. C-Trip & Qunar are China’s
2 Biggest Travel Sites
‘Qunar’means
“Whereareyou
going?”

3.
Page views per day: 1,661,100
Baidu Page Rank: 7
Google Page Rank: 7
Income in 2013 was 5,400,000,000 RMB (890,000,000
Dollars), up 30% since 2012
Let’s take a look at the numbers…

4. Page views per day: 1,421,040
Baidu Page Rank: 8
Google Page Rank: 7
Income in 2013 was 850,900,000 RMB, up 69.6%
since 2012.
!
!
Both
Qunar
and
C-­‐Trip
are
huge,
robust,
and
evolving
sites.

5. Good News!
!
You don’t need a Chinese license to
promote your destination.

6. Qunar and C-trip both offer
!
that can be thought of as:
• SEO
• Product Pages
• Display Advertising
• Daily Special Deals
• Content Marketing
• Social Interaction
Promotion Opportunities

7. An Introduction to Qunar and
C-trips’s websites:
First,

8. This is Qunar’s Home Page:

9. C-trip’s Home Page…

10. !
They will go to either site’s Hotel Page,
and start filling the Search criteria:
Supose that
someone in China
is looking for a
Hotel in Paris.

11. SEO

12. SEO
So they can search for
the best travel
options within the site
- not just hotels, but
flights and train
tickets.

13. Same for Ctrip… SEO

14. SEO

15. SEO Takeaways
1. Check
your
offering
translation
key
terms
in
Baidu.
The
more
ads
that
appear
in
the
results,
the
better!
2. More
content
and
offerings
mean
more
appearances
in
search
results.
3. Work
with
an
account
rep
to
get
bundled
with
as
many
packages
as
possible.
4. Cultivating
good
ratings
is
an
SEO
strategy,
not
just
a
social
strategy.

16. Product Page Every destination shown in C-trip’s results,
can build a Product Page
Where you can add
pictures, and more
info about your
destination.

17. Product Page
Reviews are important.
To get started, frequent
users of C-trip can be
incented to write a
positive review, for non-
monetary consideration
(swag).

18. Product Page
Visitors can book right from the product page, so good pics and
good reviews are important.

19. Display Advertising
Qunar’s Home Page

20. Display Advertising
Home page advertising is quite expensive,
and therefore recommended only for the
most broad-based, long-term campaign.

21. Display Advertising

22. Display Advertising
Ads
on
the
fligh
ticket
page
can
be
programmed
to
display
relevant
to
search,
a
more
focused
approach
than
front
page
advertising.

23. And more…
Display Advertising

24. Hotel
page
searches
are
another
destination-­‐specific
form
of
advertising.
Display Advertising

25. C-trip has the same
display ad options
Display Advertising

26. Display Advertising
A truly deep-discount promotion might warrant a front-page
banner, but notice BMW is the org sinking big bucks into a big
home page banner.

27. Display Advertising

28. Display Advertising

29. Display Advertising Takeaways
1. Display
advertising
on
C-­‐trip
and
Qunar
is
expensive,
but
has
a
much
broader
and
more
focused
reach
for
focused
audience
than
any
other
Chinese
platforms.
2. Skip
home
page
ads
and
focus
on
targeted
display
opportunities.
3. Experiment
with
banner
design
and
include
a
CTA.
4. Special
promotion
banners
have
the
highest
conversion
rates.

30. Special Deal On Qunar there’s a Special Deal
everyday…
Here we can see a vacation package to Hawaii from Beijing,
round trip... ¥6,999

31. Special DealSame for Ctrip…

32. Content Marketing On the Guides Page, visitors
choose a desired destination….

33. And then find recommended articles related to that chosen
destination.
Content Marketing

34. Or Trip Itineraries to “Must-Visit destinations.
Content Marketing

35. Content Marketing

36. So posting regular content on your page is a great idea!
The content is interactive, making Qunar a much more
targeted option than Sina Weibo.
Content Marketing

37. Content MarketingC-trip offers the same
interactive content Thought
Leadership opportunity…

38. Make the content pop with good pics! Likes on C-trip are
much more valuable than Weibo re-tweets.
Content Marketing

39. It’s hard to go wrong with a food post….
Content Marketing

40. Social Interaction Takeaways
The
robust
content
and
interactive
options
provided
on
both
Qunar
and
C-­‐trip
make
them
far
preferable
to
Sina
Weibo
for
driving
and
converting
your
key
demographic
in
China

41. Social Interaction Qunar has its own app for sharing
photos: Lü Tu

42. Sharing destination pics regularly increases rates of
discovery and drives traffic.
Social Interaction

43. Keep the photos interesting and high-res!
Social Interaction

44. Let’s see the
&
differences between
Now,
3

45. Qunar offers Tmall-style stores to travel
organizations
Branded page

46. With
the
Brand
Page,
you
can
post
your
offers

47. C-­‐trip
only
allows
visitors
to
book
thru
their
website.
Different booking options

48. While
on
Qunar,
visitors
can
book
a
room
on
different
websites,
including
C-­‐trip.

49. C-­‐trip
can
bundle
your
destination
into
package
deals
Package deals

50. Take aways:
1. Qunar offers broader reach, but
operating a Tmall-style store on the
platform requires more resources.
2. Getting bundled into C-trips’ relevant
packages is a great idea, but requires
reach-out to and cooperation with
different providers.

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