Travel marketers would reap benefits from targeting the local Chinese community, a panel of directors have told the audience at Mumbrella’s Travel Marketing Summit.
Andrea Plawutsky, director of consultancy AmplifyMe, said businesses and marketers should remember how much of an influence family and friends already living locally have on potential visitors.
“The other influencers we always need to not forget is the friends and families,” she said.
“They’ll actually be the litmus test on ‘should I go here or should I go there?’
“Never underestimate the local Chinese market in terms of being aware of your brand and marketing to them as well, because without their tick of approval or their support, you could be on the itinerary and you could find you come off the itinerary. Their recommendation comes with a level of value and credibility,” Plawutsky told the audience on Thursday.