CIC and GroupM China released 2013 White Paper on Travellers - The Rise of Social Travel

The Rise of
Social Travel
2013 GroupM Knowledge - CIC White Paper on Travel

2© 2013 GroupM Knowledge | CIC
Preface
Tourism revenues in China are expected to reach 2.9 trillion yuan in 2013,
with a growth of 120% in five years. The rise of Chinese social media
becomes the most important booster which drives it into people’s lives—
Where to go? How to get there? What are you looking for? What do you
want to experience and How you experience it? Travel has become the
hottest topic on social media and stimulates modern people’s desire for
travel.
To those brand managers, it’s a golden opportunity when people are on a
journey. Leaving behind familiar environment and escaping the normal pace
of life, people set out a journey in a cheerful mood and with a bulge wallet.
They search for all sorts of possibilities to broaden their life experience,
which is a perfect opportunity for brand to communicate and build up
relationship with them.
We look into the business opportunity in travel through 29.6 million travel-
related posts and over 10 thousand travel enthusiasts. From travelers’
perspectives, thinking about their concerns, a brand can provide valuable
service and unique product to them. Not only in travel category, almost all
brands can use it to build their brand experience via such a great opportunity.

Chapter I
Travel Industry Overview
P 6 - 10
Chapter II
Consumer Insight & Case Study
P 11 - 61

Research Methodology
• Based on the deep analysis of Chinese online travel category from GroupM and CIC, this collaborative IWOM
White Paper on the Travel Industry gives an overview of China’s travel market (from social media perspectives),
along with a focus on key consumer segments, online platforms and hot topics related to the travel industry.
• CIC monitored and collected travel- related content across China’s mainstream social media with its developed
advanced text mining technology and unique analysis model. Besides, with CIC’s rich experience on IWOM
research, the professional research consultant team analyzed millions of buzz related with travel then made a
focused research on the travel-related vertical web, BBS, travel review sites and Sina Weibo.
Data Source
• GroupM Knowledge provided macro travel industry data and trend analysis.
• All social data was collected from the CIC Travel Panel.
Methodology

Source: CIC Travel Panel Data, June 2012 – May 2013
BBS & Review Sites
Travel Verticals / BBS
• 8264.com (户外资料网)
• Mafengwo (蚂蜂窝)
• Qyer (穷游网)
• Flyertea (飞客茶馆)
• Sina Tour Forum (新浪旅游论坛)
• More…
Review Sites
• Ctrip (携程旅行网)
• Elong (艺龙旅行网)
• Lvping (驴评网)
• Tuniu (途牛旅游论坛)
• Uzai (悠哉旅游社区)
• More…
29,591,861Posts
Sina Weibo
1,511,284Tweets
• Travel Industry
• Business Travel
• Luxury Shopping Travel
• Self-driving Travel
• Package Tour
• Backpacking
• More…
DataCollection

Chapter I
Travel Industry Overview
P 6 - 10
 Travel Industry Trend
 Social Media Landscape of Travel Industry
 Travel Buzz Volume Seasonality

0
500
1,000
1,500
2,000
2,500
3,000
2009 2010 2011 2012e 2013e
Revenue of China’s International and Domestic
Travel Industry, 2009 - 2013
For 5 Years China Tourism Revenue Has Increased by 120%
Chinese international and domestic tourism revenue is expected to be nearly 3,000 billion yuan for the year 2013.
E-travel showed strong momentum of development, with five years of over 20% growth.
Source: China Commerce Year Book
Note: Tourism revenues including the tourists’ necessary expenditures occurred
in tourism (e.g. transportation, accommodation fees, tour fees) and the
probable consumption expenditures (e.g. telecommunication, health care,
repair costs, consulting fees and shopping costs).
Unit: Billion RMB
27.0%
53.7%
38.5%
31.6%
27.2%
0
50
100
150
200
250
2009 2010 2011 2012e 2013e
Evolution of China e-Travel Market Size
2009 - 2013
Evolution of China e-Travel Market Size Growth Rate
Unit: Billion RMB
Source: iResearch

Mobile Social Joined Social Media Landscape
Aside from the original
platform segmentation by
functionality, Mobile Social
(i.e. WeChat, APPs) has
emerged as a new driving
force changing the
landscape of the industry.
Note: Bubble size represents the buzz volume
Search & Booking Sites
Primarily: Provide 3rd-party Search & Booking
Travel e-Commerce Sites
Sales of Tourism Products
Travel Review Sites
Provide Detailed Travel Reviews
Lifestyle Sites
Share Life Experience
Vertical Travel Sites
Share Travel Guide / Travel
Tips/ Travel Experience
Wechat & Travel
Related Apps
Execute CRM /
Booking / Marketing

Tomb-sweeping Day Holiday Triggered A Buzz Peak
Travel industry buzz saw buzz seasonality, climbing in summer (from August) and remaining high until next January
(CNY). In addition, the temporary holiday policy (e.g. Tomb-sweeping Day) showed obvious effects to trigger netizens’
talks on travel planning.
0
900,000
1,800,000
2,700,000
3,600,000
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
Travel Buzz Volume Trend
Jun 2012 - May 2013
2012暑假加拿大温哥华+落基山国家公园亲子自驾游 // Self-
driving summer vacation in Canada (Link)
〓〓12年国庆越南越美之奢华不贵〓〓美奈romana、anatara、大
叻mandara、dalat palace详细多图更新完毕 // National Holiday
travel in Vietnam (Link)
2012圣诞20天美国之旅--纽约、费城、华盛顿、波士顿、洛杉
矶、拉斯维加斯、夏威夷 // Christmas 20-day tour in U.S.A (Link)
京迹结伴 2013【春节】初一到初六；湘西明珠【张家界】【凤凰
古城】【黄龙洞】【芙蓉镇】逍遥行、感受峡谷奇观与苗寨风
情！ // 2013 Chinese New Year Holiday travel in Hunan (Link)
【指南针和尚队】清明节☆ 黔东南☆ “西江千户苗寨”“肇兴侗
寨”“加榜梯田”“小黄侗寨”“郎德上寨‘”黄果树瀑布“看民
俗，赏油菜花，摄影游！ // Tomb-sweeping Day Holiday Travel in
Guizhou (Link)
Sample Posts
Unit: Post
Summer Vacation /
National Day Holiday
Christmas Day /
Chinese New Year Holiday
Tomb-sweeping Day
Holiday

Temporary Holiday Effect of Tomb-sweeping Day
1. Turn 3 into 8 days
– Long Vacation Tips
【清明拼假带动国内长线游机票价走高
趁早订】对许多旅行爱好者来说，清明
节3天小长假像鸡肋，不过，今年清明的
法定放假安排出来后，网上开始热议请
假方案，只需要请3天假，就能有8天的
连续休息时间。今年清明旅游预订人数
比去年同期多了50%，国内长线三亚、
丽江(机票)和厦门(机票)仍是最大热门。
// Long vacation trips leverage the long trip
for Tomb-sweeping Day holiday (Link)
—— 旅游欣闻
2. Discussion on Travel Planning
– Hot Vacation Discussion in Tomb-sweeping Day Holiday
懒洋洋，没买到火车票，你们还有渠道买到火车
票么？ // Do you have any other way to buy the
train ticket?
火车票了,去程,北京到扬州, Z30车次,06车,20,上. //
Train Number Z30, Carriage 06, let’s go.
票已取等待出发 // I’ve got the ticker and ready to
go. (Link)
Netizens’ Replies
View: 259,073 Reply: 21,721

Travel Consumer Insight & Case Study
P 11 - 61
Chapter II
Low Buzz High Buzz
Self-driving
Travelers
Luxury Shopping
Travelers
Package
Tourists
BackpackersBusiness
Travelers
Consumer Social Networking Passion Index

Willingness to spend more time
Consumers Travel Perception Matrix
Different travelers reflected various psychological needs and perceptions on Time and Money.
Business Travelers
Luxury Shopping
Travelers
Self-driving Travelers
Package Tourists
Backpackers
Willingnesstospendmoremoney
e.g. 现在才发现让女人带着信用卡出差是多
么可怕。在芝加哥仅剩的一天时间里疯狂购
物，把Ralph Lauren 的售货员都吓着了。差
一点又买了Swan的项链，忍住逃出商店。
Barberry都没时间进去看一眼。babana的衬
衣好便宜，一下买了4件。再呆一天，估计
老公就该哭了。 // I bought so many things in
one day when I was on the business travel
(Link)
e.g. 10日西欧之旅，去左法国，瑞士，意大
利和“城中之国”梵帝刚共4个国家，好
玩！！收获左一只紫色chanel包，一副prada
墨镜（我稳左好耐的），一对地图鞋开心~
想买的都买到了，除左只钱包~转个眼就比
人买左！不过都够啦// I was so happy that I
bought Chanel bag and Prada sunglasses in the
10-day western Europe tour (Link)
e.g. 出来第十天，在丽江经历的二十多
年来最特别的一周，疲惫却快乐充实，
经历没有吃住，各种身体上的不适应在
今天出发去大理，背上四十多斤的背
包，累得要死了，幸运的在二点搭上了
一藏族朋友泥玛格桑（阿龙）的车！第
四次徒步打车成功……谢谢善良美丽的各
地朋友,（阿龙请我们的啤酒和营养快
线）// It's already been 10 days, I had the
most special week in Lijiang , tired but
happy (Link)
e.g. 孩子的跆拳道老师从年三十就自驾出去
玩，一路上郑州，武汉，长沙，阳朔，桂
林，柳州，贵阳，重庆，西安，至今还没回
程的意思。。。真会玩儿！年轻的自由职业
者真好！有钱有闲有精力！ // My child’s
teacher was so rich and leisure that he didn’t
return from his self-driving tour (Link)
e.g.跟团固然好交了钱到日子跟着走 but每
个景点最多停留2H 每天早起撅着屁股就走
累得和狗是的车上度过的时间加起来比玩
的多三倍自由行固然好比团贵一些了不过
自然什么都听自己累了可以不去想玩几点
都ok 第一次觉得去台湾比出国要准备的都多
= =我一直认为能说国语的地方都是很容易
就能去的啊 // Package tour was light-hearted
and cheaper than individual travel (Link)

Business
Travelers
Luxury Shopping
Travelers
Self-driving
Travelers
Package Travelers
Backpackers
The Pragmatist
Value-oriented
The Magician
Transformer, be at other place, long for dynamic change
The Trend Setter
Gaining attention, importance and recognition
The Connoisseur
Astute Discriminating In-the-Know
The Hero
Where there’s a will, there’s a way
The Outlaw
Rules are made to be broken
The Sage
The truth will set you free
Explorers
Don’t fence me in
The Care Taker/Giver
Love your neighbor as yourself
Everyman
Ease and comfort
The fun-seeker
You only live once
The lay-back
We are young and free
The Personality Prototypes of Travelers
We matched these consumer segments with Carl Jung’s personality prototypes, based on their social media
behavior to understand their inner image and motivations.
Willingness to spend more time
Willingnesstospendmoremoney

Business Travelers

Geographical
Distribution
Top 5 Cities
Base: 2,290
Business Travelers Lifestyle and Profile Preview
Note: Identified by social active business travelers’ tags
Source: CIC Weibo tracking, random sampling of tag with business travel (API data access of followers profiles)
They are Business Driven,
Hotel and Airline Frequent Travelers
“Mad Overtime Workaholics”
They focus on Timeliness, Comfort and Health
When they have a day off , they prefer “Zhai” at
homes, but some also take positive rest “Charge the
Battery”
Consumer Insight:
• 90s travelers likely to read Military and Sports
Magazines
• 80s travelers likely to read Finance Magazine
• 70s travelers prefer to watch Finance News on TV
Beijing
20.3%
Shanghai
16.0%
Guangzhou
8.2%
Hangzhou
4.0%
Shenzhen
3.7%
1st-tier Cities
44.5%
2nd-tier Cities
30.8%
3rd-tier Cities
7.6%
“Who” are they?
9 : 35 : 1
Base: 580
Higher Education
66%
Male vs. Female
1.3 : 1
Base: 2,290
vs. vs.
Base: 970
90s 80s 70s

Snapshot of Typical Business Traveler
e.g. 连续的出差非常消耗体力，途
中争分夺秒的看书也似乎毫无休整
的机会，今天大堆的邮件的处理又
占用了大半天的时间，接下来必须
好好休息，明天跑个5公里 // I’ll
take a 5-km jog tomorrow! (Link)
Fitness
e.g. 回到宿舍已经半夜，无休止的
加班、加班、加班……每天几乎重
复的工作，却层出不穷、花样翻新
的问题，感觉自己像救火队员，疲
于奔命……从未感觉到的累，我只
能安慰自己这是菜鸟成长的必经之
路吧我在:Tudor Lawns // Overtime
is endless for me. (Link)
Overtime
e.g. 老婆给收拾的行李，又要开始
无止境的出差 // There is my
luggage packed by my wife . My
business travel is endless. (Link)
e.g. 因为出差飞机晚点每次都不能
准时回来火锅趴！怎么我们这么
惨，才上班不到一年Hilton已经冲
金卡，SPG下个月就升platinum。
我在: 5th Ave // We became the
Hilton HHonors gold card member
in 1 year for business travel. (Link)
Busy on Business Travel Hotel and Airlines Frequent Traveler
e.g. 学习精神自我表扬，出差回来
直奔图书馆，下班时间接伢回家过
六一。麻个家庭日，想想哪里去玩
// I’m so proud of my learning
attitude! (Link)
e.g. 好不容易出差回来了，能躺在
自己家的床上真是幸福呀，要睡
了，既然不能改变，那就把不愉快
的事都忘掉，女人要对自己好一
点。晚安啦各位 // The happiest
thing is having a sleep in my own
bed. (Link)
Learning (“Charge the Battery”)“Zhai” at Home

Business Travelers Online Hot Topic Snapshot
Note: Block size represents the buzz volume
e.g. 最近要去日本出
差，有什么值得购买的
吗？ // What is worth
buying while in Japan
(Link)
Shopping
e.g. 东方商旅Les Suites
Orient.浦江畔真正的
Boutique Hotel.121116.
很满意 // Boutique Hotel
– Les Suites Orient (Link)
Hospitality
Business Travel
Credit Card
e.g. 这些年出差途中的
美景（宁夏、新疆、广
西、江西、浙江、深
圳、厦门） // The
beautiful landscapes of
the business travel in
these years (Link)
Local Experience
Transportation
e.g. 最佳商旅羊毛信用
卡评选征集候选信用卡
// A campaign for the
best business travel
credit card (Link)
e.g. 上海到济南900多公
里，空铁大战最精彩：
（一）出差去的时候坐
高铁，因机票五六百
多，加上基建燃油就是
七百多了，不划算
（二）回来做飞机，提
前买票，加起来不到
400（三）济南高铁站
和机场，到市区交通都
不方便。而浦东机场也
离主城区较远，除非坐
磁悬浮（四）空铁大战
比价格比时间，比城市
的交通接驳 // From
Shanghai to Jinan:
900km transportation
battle (Link)

Business Travelers’ Airlines Brand Buzz Ranking
China Eastern Airlines owned the most buzz and Air Asia ranked second for its active promotions and considerate
services.
59,536 51,520 47,044 40,622
12,185
10,503 10,040 9,894 8,033 5,282
Air Asia China Southern AirChina Eastern Airlines Air China Hainan Airlines
Cathay Pacific Singapore Airlines Dragonair Delta Airlines Shanghai Airlines

Key Airlines Attributes for Business Travelers
Implication: It’s observed that complaints from travelers and replies from airlines are the most important
content for brand buzz on social media. Airlines should provide flight records and the delay possibility in
time to attract travelers, and travelers could make a schedule to meet the uncertain situations conveniently.
Brand Reputation (incl. Punctuality,
Services, Facilities, etc)
Basic Needs
(Must have)
Sophisticated Needs
(Nice to have)
More Mentions Less Mentions
e.g. 我用春秋航空公司，往返
机票价格是一共26,000日元
左右，非常便宜 // The ticket
price of Spring Airlines was
cheap (Link)
Ticket Price
e.g. 北京出差结束，回家咯，
我爱妈妈，今天东航没误
点，赞 // The flight of China
Eastern Air was punctual (Link)
e.g. 计划4:00上海—北京，上
午通知航班取消，改成3:00，
在飞机上等了5个多小时，起
飞时间还遥遥无期，果断取
消出差计划 // I cancelled my
business travel for the
unreliable flight time (Link)
e.g. 海航VVIP卡入手一看累
计里程都快1W了，国航知音
和东方万里行啥时候能升个
金呢// I’m the VVIP of Hainan
Airlines (Link)
Loyalty Program /
Membership
Flight Time

Business Travelers’ Hotels Brand Buzz Ranking
Most buzz came from review sites (e.g. Ctrip). Economic / budget hotels received more buzz than luxury hotels.
1,542 1,273 945 932 578
838 719 704 668 264
Hanting Inns & Hotels Home InnHoliday Inn Ramada Hotels Ibis Hotels
Sheraton Hotels Crowne Plaza Hotels Hilton Hotels InterContinental Hotels Westin Hotels
Economic/
BudgetHotels
High-end/
LuxuryHotels

Key Hotels Attributes for Business Travelers
Insight: Since the company often covers of business trip expenses, business travelers are not personally
concerned about expenses. They usually comment briefly on the key attributes which are set by online travel
agencies. Brands should pay more attention to the services of these key attributes.
More Mentions
(Highest: 6,480)
Less Mentions
(Lowest: 634)
Basic Needs
(Must have)
Deep Needs
(Nice to have)
e.g. 五角场位置，中环表
较方便，附近有万达广
场，晚上可以逛一下 //
The hotel location was
convenient (Link)
e.g. 宾馆前台有很多免费
的英德双语旅游资料和
慕尼黑地图提供给游客
// There were many local
maps on the reception
desk of the hotel (Link)
e.g. 非常喜欢6楼的早
餐，是住过的5星吃的最
舒服的一次 // That’s the
best 5-star hotel breakfast
I have ever had (Link)
e.g. 说说这几天出差分别
住了PCR,SPG和Hilton的
升级情况 // The upgrade
of SPG and HHonors in my
business travel (Link)
e.g. 职员的素质好，服务
一流 // The level of
service was very good
(Link)
e.g. 房间很干净，性价比
很高，下次还会入住 //
The room was neat and
tidy, value for money
(Link)
e.g. 住这个酒店简直就是
一个享受，什么服务都
很到位 // The hotel
environment was
fantastic (Link)
e.g. 泳池非常赞，服务也
好 // Very, very good!
nice swimming pool,
perfect service! Thanks a
lot! (Link)
Location
Facilities
Local Info.
Loyalty Program
Staff Service
Environment
Amenities
Food & Beverage

Case Study: Hanting Social CRM via WeChat
Hanting CRM
System
1. Obtain Users’ Contacts
1
22. Activate the Membership
Card
3. Link to Booking System
Insight: Hotel and Airlines Brands can use Wechat in marketing communication and CRM. By incorporating
Tencent, brands can develop customized functionality within their WeChat platform.
Wechat

Online Feedback from Hanting Consumers
Ibooked my hotels via Wechat, and finally I chose Hanting Inns & Hotels as our travel destination for
its better services on Wechat than 7 Days Inn’s and others’. Now, we are playing in Ge Garden in
Yangzhou. Great! // 到达扬州，感谢打的拼车宝顺风兄弟的接待和赠书，我也回赠玩转微信。扬州果然是旅游城市，通过
微信各种订房都基本爆满，可以看出体验汉庭最好，7天最不理想。订酒店微信号也不错。汉庭服务最周到，最后也是订了汉
庭的房间。现在全家在个园游玩，环境很好。就是人实在太多！ (Link) —— 管鹏
View: 25,454 Reply: 140
哈哈~十一都去拼房吧! // Let’s book on Oct!
大家一起去拼哈~~~ // Yeah! Go, go, go!
这次去新昌就定这个宾馆了 // I’ll book
Hanting in Xinchang this time! (Link)
Netizens’ Replies
Implication: Mobile is the only media which can be used throughout the consumption process. The real
value of a good mobile strategy is supposed to optimize the consumption experience and transfer online
fans to offline consumers.

Implications for Brand Marketing
1. The personality prototype of the business travelers is reflected as the Pragmatist,
concerning the objective value of products and services. They valued the achievable
experience, rather than promising ideas. As a result, brands should take practical
communication strategy in a real way, especially avoid exaggerations.
2. As frequent travelers, the group usually gives their comments about hotels and
airlines on review sites. They are used to reviewing key attributes which are set by
online travel agencies. To improve the sentiment of online feedback, brands should
pay more attention to the services related to these key attributes.

Self-Driving Travelers

Geographical
Distribution
Top 5 Cities
Base: 2,505
Self-driving Travelers Lifestyle and Profile Preview
They are “Car Enthusiasts”, have strong
emotional bonds with their cars
Normally, they would take part in some Car Club and
Offline Gatherings frequently
They are pursuing an outgoing & positive lifestyle and are
more likely to love Sports and Photography
Consumer Insight:
• They are also likely to learn information related the
car from automobile dealers
Note: Identified by social active Self-driving travelers’ tags
Source: CIC Weibo tracking, random sampling of tag with Self-driving travel (API data access of followers profiles)
Beijing
22.1%
Shanghai
18.4%
Guangzhou
17.5%
Shenzhen
4.0%
Chengdu
3.0%
1st-tier Cities
40.5%
2nd-tier Cities
25.8%
3rd-tier Cities
8.5%
1 : 16 : 2
Base: 945
Higher Education
42%
Male vs. Female
3 : 1
Base: 2,505
vs. vs.
Base: 235
90s 80s 70s
“Who” are they?

Typical Self-driving Travelers’ Emotional Bonding with Cars
Source: CIC Weibo tracking, random sampling of tag with Self-driving travel (API data access of followers profiles)
e.g. 国产320 i短轴时尚版作业贴凶猛来袭。
生命不止，奋斗不息，宝马这辈子必须要买
一台。正面45度，帅气；正面，爱它爱的无
法自拔；天使眼，犀利啊。太犀利了；最后
钥匙认证，必备的啦，女朋友送的钥匙挂
件，嘿嘿 // BMW 320i is a great car.
Everything from the headlights to the key is
well designed. Must have! (Link)
—— 饼子又师太了
e.g. 我的宝贝车车和520有缘分，所以今天
就算是它的生日啦～为了感谢它不辞辛苦载
着我和家人们到处游玩，下午给它做了全面
保养。与车相处就和朋友之道一样，你平日
悉心爱护，它就默默相伴决不会给你添麻烦
~！ // Our car is like a part of our family. We
take good care of it so that it is always ready to
hit the road (Link)
—— 思墨思墨
e.g. 我的白马儿，赶紧吃的饱饱的，明天你
的主人宝马哥，也是我最爱的那个男人，将
要开着你载着我们一起出发旅游，你要给力
啊！ // We love our BMW! We are taking it on
our trip tomorrow (Link)
—— 断翅蝴蝶-123
Nickname the Car Personify the Car Compliment via “Homework”
霸道
普拉多
爱母鸡
懒汉
汉兰达
Highlander
Prado
苦瓜
翼虎
Kuga
奔驰AMG
嘉年华
Fiesta
小嘉
Volvo
窝窝沃尔沃
白马
宝马
BMW
丰田
福特

Self-driving Travelers Online Hot Topic Snapshot
Car Rental PhotographyCar Club Event & Team Activities
Car Driving Joy & Maintenance
e.g. 15天四人西班牙十
三城池金秋自驾游 // 15-
day, 4 people and 13
cities of my self-driving in
Spain (Link)
Journey Experience
e.g. [西藏] 6.8日约几位驴
友走川藏南线318去拉萨
看看 // Offline gathering
to meet travel companions
for trip to Tibet (Link)
e.g. 肯定选丰田，我自
驾去过西藏，丰田越野
是当地的街车，到处都
是，其他品牌极少，当
地人叫丰田为牛头，所
以丰田车在西藏保有量
极高，出了问题也好找
配件和维修。路虎车电
子设备较多，比较娇
气，出了问题维修配件
都是问题 // Toyota
maintenance in Tibet is
the most convenient
(Link)
e.g. 预定车型是BMW 3er，结果免费升级成了BMW X1 xDrive，
手动四驱柴油版，带idrive系统及导航，提车时公里数不超过
9000公里。// We rented the BMW X1 in Amsterdam (Link)
e.g. 端午节三天和三位
老师自驾游去河北沽源
行摄~三天的收货丰丰~
连续两天的极好天气给
摄影带来了极大的帮
助，从老师哪里又学到
的很多东西 // Three-
day self-driving to
Hebei. Perfect weather
for photography(Link)

Self-driving Travelers’ Automobiles Brand Buzz Ranking
Toyota and Mazda are recognized for their ‘value-for-money’ and low maintenance costs. Mercedes-Benz and BMW
are more likely to satisfy the self-driving travelers’ sense of driving in comfort and safety; while domestic cars are
relatively weak in self-driving buzz.
4,986 4,017 2,889 2,275 2,184
2,074 1,641 1,272 958 824
BMW
Buick Ford
Mercedes-Benz
Lexus
Toyota
Volvo Audi
JeepMazda

The Key Motivations for Self-driving Travelers
Making Friends
e.g. #就爱自驾游# 很早以
前就梦想着，有朝一日去
自由的旅行，放飞梦想，
解放心灵 // I love self-
driving travel, I love
freedom (Link)
Family Glee
Freedom
Enjoy the Journey
e.g. 2012国庆一家三口内
蒙赤峰克旗四日自驾游 //
Family travel to Inner
Mongolia on National’s Day
(Link)
e.g. 2013年3月22日-4月3
日荷比卢+德(or法) 自驾征
2同游 // Recruiting two
mates to travel to
Netherland, Germany and
France (Link)
e.g. 自驾游就是好，看到
美丽的风景随时可以停下
来 // I can enjoy the
journey on the self-driving
travel (Link)
Insight: The timing of overseas
road trips is directly related to
price discounts offered by
airlines.
Middle-aged people prefer
sharing their experience of the
self-driving trip.

1. The personality prototype of the self-driving travelers is connected to the Explorers
or Care Taker/Giver. Explorers keep their mind independent to explore life.
Guardians are always ready to help others with family responsibilities. As a result,
family gatherings could be a good touch point for self-driving brand marketing. Auto
brands could incorporate travel as a theme in their promotions strategy.
2. As car enthusiasts, the group is interested in the discussion of the car driving joy
and maintenance, as well as car rental services. Toyotas are popular due to their
‘value-for-money’ and convenience to maintain. Mercedes-Benz is the first choice of
high-level drivers thanks to its driving comfort and safety. In addition, automobile
dealers are their main source to get automobile related information.

Package Tourists

Geographical
Distribution
Top 5 Cities
Base: 1,248
Package Tourists Lifestyle and Profile Preview
Note: Identified social active netizens by mentioned package tour
Source: CIC Weibo tracking, random sampling of tweeting in package tour (API data access of followers profiles)
Beijing
9.1%
Shanghai
10.8%
Guangzhou
8.9%
Shenzhen
4.3%
Chengdu
4.2%
Most are Less Experienced Tourists
Female Oriented
Intention to Save Trouble
They have Less Time or Limited Knowledge to
plan the trip by themselves.
They would rather play safe
and choose One-stop services provided by professional
agency.
1st-tier Cities
28.8%
2nd-tier Cities
32.9%
3rd-tier Cities
11.4%
“Who” are they?
16 : 46 : 1
Male vs. Female
1 : 7.7
Base: 1,248
vs. vs.
Base: 187
90s 80s 70s

例：跟团省心，从头到尾都给你安排好，玩
得也不累，报个团费高点的不怕，这样服务
特好，还没什么购物，我们团就十几个人包
的快艇出海，还给我们准备的冰镇饮料新鲜
水果切好，挺不错的// For a package tour,
we don’t need make detailed plans by
ourselves. Everything relied on the tour and
everything went well. (Link)
—— 李翊-太立德仁
Make no detailed plansFocus on the Services Lack the Travel Experience
e.g. 07.7月跟团去的武夷山，当时胆子小，
没经验，所以才定了春秋国旅，和当地导游
混熟了，人家还特地邮寄了门票给我，虽然
我已不记得他的长相了！// I joined a SPRING
INTERNATIONAL package tour to Wuyi
Mountain in July because I lack travel
experience and was a little afraid. (Link)
—— 随心随缘随便随意
e.g. 我喜欢跟团我比较懒去陌生地方人生
地不熟语言方言有听不懂的我就喜欢跟团
第一吃的地方不用找第二住的地方也解决
了第三不用自己找玩的地方的位置等第二
次去我就自己自驾游了。// The first time I
travel somewhere I prefer package tour while
the second time I’ll choose a self-driving trip.
(Link)
—— 翼鑫小窝
旅行社
自费项目
Sites’ tickets
Safety
Travel Agency
导游
Tourist Guide
Travel Bus
Optional Expenses
购物点
团友
方便
全程服务
One-stop services
Snapshot of Typical Package Tourists
Source: CIC Weibo tracking, random sampling of tweeting in backpacking (API data access of followers profiles)

Package Tourists Online Hot Topic Snapshot
e.g. 跟团旅游最大的收
货就是认识了很可爱的
couple团友~一路好多欢
乐~ // I feel so happy to
have made so many
friends on my package
tour (Link)
Group Members & Activities
e.g. 太坑爹了！XX知名
旅行社游香港！各种陷
阱各种欺诈！去香港血
拼的大侠注意咯~ // The
irritating package tour
experience in Hong Kong
(Link)
Travel Agency Services
e.g. 连日来的周车劳
顿，起早贪黑，项目太
多，比上班还累，再也
不跟团游了// I was
exhausted for the
intensive tour (Link)
Group Items
e.g. 结束十二天的意瑞
法之行，自由行式跟团
心得分享，旅行攻略与
shopping共存哦 // 10-
day France, Italy and
Switzerland package tour
(Link)
Tour Experience & Tips

13,321 10,059
1,652 1,313 1,205
8,930 5,775
1,393 655 549
Package Travel Agencies (incl. Online) Buzz Ranking
Ctrip saw the most mentions among the online travel vendors. CYTS and CTS received the most popularity of the
traditional agencies.
Ctrip
HKCTSCCTCTS CITSCYTS
ElongQunarUzaiTuniu
OnlineTravel
Sites
Travel
Agencies

10,014 8,166 7,656 5,027 4,800
3,986 3,064 2,550 2,083 1,527
Due to the limitation of visa policies, package tours became the main choice for overseas travel. Consistent with the
rank of buzz volume, Thailand and Hong Kong have the largest number of overseas tourists among foreign countries &
Hong Kong, Macao, Taiwan.
Taiwan KoreaThailand Hong Kong Japan
Italy FranceGreece USA Singapore
Hot Buzzed Destination for Package Tour

Movie <Lost in Thailand> — Promotion of The Tour to Thailand
Thanks to the high awareness and box office success of the movie “Lost On Journey”, Thailand has become the
hottest destination on social media.
Implication: Offline emotional intensity of destinations was reflect by hot online content. Travel agencies
could launch corresponding travel lines to attract consumers.
例：人再囧途之泰囧--我的泰国之旅（曼谷、芭堤
雅）5天跟团游 —— 辞职在家宅了好久，姑妈跟我
说你快长虫了，和我去泰国玩儿一圈晒晒太阳吧！于
是，仓促的整装待发，交好团费3000大洋，准备登机
赴我的泰国之旅// Thailand, I’m coming, my own
edition of the movie <Lost in Thailand>! (Link)
—— 因忧而自省
例：泰国游记 —— 考虑到2012年我们过得辛苦而劳
累，有考虑到《泰囧》对我们的诱惑，于是我和老公
毅然决然地于2月3日跟团出游到了泰国，直到2月8日
除夕前一天才回到家。即使是短短四天，依然过得丰
富多彩，见识颇多。// Effected by the movie <Lost in
Thailand>, my husband and I began a package tour to
Thailand. In four days on journey, we experienced such
a lot of things! (Link)
—— 小贝蛋儿

The Key Motivations for Package Tourists
e.g. 蓝色土耳其金秋十月十日游
—— 总的来说，此次跟团的性
价比还挺高
// High value for money travel to
Turkey on National’s Day (Link)
Value for Money
Companion with the Family
(esp. Elders and Kids)
Convenience and Safety
e.g. 9月20重庆出发去西藏拉萨
求同行 —— 第一次进藏不熟，
所以跟团方便安全点 //
Convenient and safe package tour
to Tibet on 20th Sep 2013 (Link)
Insight: Package tourists showed more
concerns on the cost, safety and
companion with family.
e.g. 一家人跟团出游，老爸显然
情绪甚好，一路唱着歌、喊着
山，别提多happy了。只要爸开
心，妈就开心。看着他俩开心，
我和妹就开心！晚餐甚丰盛，妹
请。泡温泉太耗体力，瞌睡了，
各位，晚安 // Our family enjoyed
a pleasant package tour (Link)

1. The personality prototype of the package tourist is the Everyman, who enjoys the
easy life and seeks a certain comfort travel. Meanwhile they are impressionable by
the current hot topics on social media. As a result, brands should combine the
brand attributes with the current trends in order to deepen the brand impression
and broaden brand impact.
2. Since the group lacks travel experience , they valued the agency’s reputation and
would like to comment about its services. In the first quarter of 2013, Thailand and
Hong Kong have the largest number of the overseas tourists among foreign
countries & Hong Kong, Macao and Taiwan, which is consistent with the rank of
online buzz volume.

Luxury Shopping Travelers

Geographical
Distribution
Top 5 Cities
Base: 2,103
1st-tier Cities
40.8%
2nd-tier Cities
19.7%
3rd-tier Cities
3.9%
They are mainly located in the 1st-tier cities, most of
them are Young ladies following Trendy style.
They mark themselves as “Shopaholic”, and
Fashion Daren”, they get used to “Street
Snapshot ”& “Self-shot ” habit.
Meanwhile, they also love Overseas Purchase and
shopping on Taobao, they like various luxury brands,
and tagged favorable brand names on their Weibo
Consumer Insight:
• It’s observed that females also played an important
role in male’s purchase decisions when it comes to
luxury shopping.
Note: Identified social active netizens by mentioned luxury shopping travel
Source: CIC Weibo tracking, random sampling of tweeting in luxury shopping travel (API data access of followers profiles)
Luxury Shopping Traveler Lifestyle and Profile Preview
Beijing
22.1%
Shanghai
18.4%
Guangzhou
17.5%
Shenzhen
4.0%
Chengdu
3.0%
“Who” are they?
93 : 291 : 1
Male vs. Female
1 : 2.9
Base: 2,103
vs. vs.
Base: 385
90s 80s 70s

Snapshot of Typical Luxury Shopping Traveler
Source: CIC Weibo tracking, random sampling of tweeting in luxury shopping travel (API data access of followers profiles)
Love Street Snapshot ‘Shai’ the Luxuries
e.g. 晒宝贝啰 Chanel黑色金链gst 中号樱花
粉Dior 购物袋 LV Epi 象牙白中号 Gucci2013
大火湖水蓝流苏包 Tod's 男款小牛皮豆豆鞋
Repetto 小羊皮宝蓝色平底鞋 // ‘Shai’ my
tropies: Chanel Black gold chain, Dior shopping
bag, LV EPI, Gucci blue bag, etc. (Link)
—— 盼盼Cheap
e.g. 法国巴黎的巴黎春天LV橱窗好美！// It’s
amazing for LV shop window in Paris PPR.
(Link)
—— 双鱼辣妈
e.g. 真是爱死Hermes了！！！！这种橘色真
让人陶醉～ // I love Hermès so much! (Link)
—— 你潼哥
Tag Favorable Brands on Weibo
购物狂
血拼
奢侈品控
淘宝
BALENCIAGA
HERMÈS
海淘 CÈLINE
GIVENCHY
英伦风
LV
VERSACE
代购
GUCCI 欧美范儿
CHANEL
BV
Vintageous迷
TIFFANY时尚达人

32,941 15,934
9,610 8,389 6,642
6,429 5,979 4,268 3,555 3,141
Hot Buzzed Destination for Overseas Shopping Trips
Hong Kong remained the most buzzed luxury shopping destination, known as the “the shopping heaven”. While
Bangkok, Singapore, Dubai were the new destinations in top 10 cities for shopping trips this year.
Bangkok, Thailand Paris, FranceHong Kong, China Singapore Rome, Italy
Seoul, Korea New York, U.S.A Dubai, UAE Tokyo, Japan London, UK

3,727 1,850 1,481 1,379 1,332
1,252 1,223 1,062 951 801
Luxury Brands & Categories Buzz Ranking
“Big Brands” remained the popular in overseas shopping buzz. Leathers goods is the most buzzed category.
31.6% 29.0% 11.8% 7.5% 7.2% 5.9% 4.4% 2.6%
Leather Goods Ready-to-wear Cosmetics Accessories Watches Alcohol Shoes Jewelry
Hermès
Chanel PradaLouis Vuitton Tiffany Gucci
Coach Dior Burberry Cartier

The Key Motivations for Purchase Intention of Overseas Luxuries
e.g. 到纽约购物，不懂英文没有问
题，第五大道几乎每一家奢侈品店
都有中文服务 // That’s no problem
that you don’t speak English fluently
because almost every luxury store
provide China-style services on the
5th Ave. (Link)
—— 小鸟与老鹰的美丽家园
e.g. 对比下来，刷银联卡是最划算
的，直接按当天汇率折算人民币消
费了 // Shopping with Union pay is
the fastest and cheapest way to
shop overseas. (Link)
—— 懒猫先生
China-style services
Tax Rebate
Union Pay
Exclusivity
e.g. 因为退税太他妈的麻烦了！排
队比买球票还难！ // The tax
rebate process is too complicated.
(Link)
—— 朝阳木仁
e.g.这次金没怎么买，因为家里很
多，老公给我买了周大福的限量版
的维尼熊，大陆都没有的说！周生
生仅有版权的HELLO KITTY ，还有
一条金手链// My husband brought
me a limited edition of Winnie-the-
Pooh and Hello Kitty Gold chain in
HK. (Link)
—— 秋之舞521
Implication: For brands, the limited
products, which only sold in domestic
shops, could be introduced in order to
improve the outflow of overseas shopping.

Key Social Media Channels for Overseas Luxury Shopping Information
Social Commerce
Sites
Luxury Fashion
Verticals
Overseas
Purchase Agents
Taobao Fashion
Sellers
Fashionistas纽约购物达人
纽约采购员特特
彩彩酱的店主
呛口小辣椒
韩火火

Case Study: Overseas Purchase Pro – Luxury Shopping Guide
@慶兒妹兒: 今天去了十六街的捞面，竟然发现有小香和爱马仕@纽约时尚毛儿 @纽约
购物达人 @俄勒冈七姐最后一个不记得价格啦紫色那个是退回来的，所以很便宜 (Link)
@纽约购物达人: 哇，捞面这么潮了都
Efluencer’s Interaction
@小象的自由天空: 捞面越来越神奇了。。。不过捞面和tjmaxx, marshalls是一家，有人
在tjmaxx买过假lv，这次捞面卖的爱马仕和小香不知如何 //@俄勒冈七姐:右边的这位，
出来旅游么就好好玩，表这样总是刷微博。 //@纽约购物达人:哇，捞面这么潮了都
Efluencer’s Further Exposures
@俄勒冈七姐: 右边的这位，出来旅游么就好好玩，表这样总是刷微博。 // @纽约购物
达人: 哇，捞面这么潮了都
@纽约时尚毛儿: 天啊！！天啊！！！Loehmanns 竟然有Hermes和Chanel？！！！！
Other Efluencers Initiative Involvement
Netizen’s Original Tweet
@NYCvanessa: 乖乖，那家捞面真有空去围观
Arouse the Neizen’s Interest
Organic and Effective
Content Distribution
Implication: The Weibo accounts of overseas purchase professionals had a direct impact on netizens’ online
shopping. For brands, hot content on social media could be considered when making communication and
marketing strategies.

1. The personality prototype of luxury shopping travelers is connected to the Magician,
Trend Setter and Connoisseur. They have keen observation, keep up with the latest
trends and expect changes for a new look. They are eager to be objects of envy and
fashion. To meet their demands, brands should be more distinctive and eye-catching.
2. The group would like to show off everything about fashion on social media. Leather
goods and ready-to-wear are the most buzzed category. Hong Kong remained the
most buzzed luxury shopping destination, while Bangkok, Singapore and Dubai
became the new hot destinations on social media. In addition, they follow online
overseas purchase professionals as sources of information and shopping guides.

Backpackers

Geographical
Distribution
Top 5 Cities
Base: 1,411
They are known as “Backpackers (背包客 )”
They like to experience the Local experiences, and are
passionate for Culture & Nature
Mentally, they are seeking Freedom, act in a more
Independent way, and long to enjoy the process of the
journey. In doing so, they Rediscover the meaning of
life, and their relationship with the world.
Note: Identified by social active backpackers’ tags
Backpackers Lifestyle and Profile Preview
Beijing
15.5%
Shanghai
11.0%
Guangzhou
8.8%
Shenzhen
5.5%
Chengdu
3.8%
1st-tier Cities
35.3%
2nd-tier Cities
25.0%
3rd-tier Cities
10.0%
“Who” are they?
14 : 25 : 1
Male vs. Female
1.8 : 1
Base: 1,411
vs. vs.
Base: 199
90s 80s 70s

e.g. 我想做一个背包客，一个人、一台相机、
一个帐篷、一些干粮、兜里揣点钱，可能还
有一张你的照片，就这样，放下所有人和物，
谁也不联系，一直在路上，我想自由的生活
// I want to be a backpacker, me myself, a
camera, a tent, some food and cash, and
seeking a life of freedom. (Link)
—— STRIVE_发权
Freedom
Snapshot of Typical Backpackers
Tag the Lifestyle on Weibo Independence
e.g. 整理好装备，骑上车儿近郊游，又健身
又兜风，放下想不通的事，丢开不好的情
绪，看看青葱的树，逛逛青春的大学，平静
下想些事，少些期许多点淡定，一个人送别
这个假期 // I’d have a city backpacking as my
goodbye to the vacation. (Link)
—— Huandy欢子邹
e.g. #迟到的间隔年# 第30天#子路的疯狂人
生# 明天小样离开敦煌，我知道：自由的可
贵，但我从来没想到她是这样的原因而离
开… 十天之后我也将会离开，老板说：子路
你忙两天，等后面就有义工了…当时心情真
的无以言表！ // My gap year diary - 30th day
in Tunhuang. (Link)
—— 旅行生活开启_子路
背包客
沙发客
志愿者
流浪
Gap Year
Backpacker
打工旅行
义工
Work Holiday
穷游
WWOOF爱自由
公益
间隔年
青年旅舍
WHV
NGO
GAPPER
Couch Surfer
TED
SIFE
摄影

Hot Topic Overview: Gap Year
e.g. 差不多一年半前才知道间隔年(Gap
Year)。它源自英国，指青年人在毕业
后工作前去做一次长期的旅行去体验去
看世界。这一年多来时不时梦想有自
己“迟到的间隔年”，但一直没敢停下
来。年轻时没做，现在更甩不开。好在
年轻时狠命恋爱了，不然等孙辈问奶奶
年轻时做了啥，都没谈资了。 // “Gap
year” is original from England (Link)
What is Gap Year Netizens Show Their POV on Gap Year
e.g. 一个人不可怕，怕的是迷失。孤单
可以习惯，空虚不能习惯，可以两手空
空回家，但不能带着空虚的灵魂…… (每
个人都有自已的间隔年) @漠漠爱旅行
感谢漠漠端午节带过来的书;又有冲动
的想法去旅行了; 我在这
里:http://t.cn/zHeDjL3 // I am longing for
another gap year (Link)
e.g. 我没车，没房，但间隔年旅游是我
人生中最大的财富，在流浪的时候我尽
情享受其中各种滋味，回来之后依旧坚
信梦想，不会只留在心中，总会有让它
开花结果的那一天 // Gap year journey is
my biggest wealth in my life even I don’t
have car and house (Link)
8,558
106,581
36,152
12,407

Hot Buzzed Destination for Backpacking
Cultural and natural landscape were well resonated with backpackers.
8,064 6,758 6,365 5,385 4,948
3,911 3,410 3,080 2,933 2,931
Chengdu, Sichuan Lhasa, TibetLijiang, Yunnan Zhangjiajie, Hunan Qingdao, Shandong
Kunming, Yunnan Nanjing, JiangsuTaipei, Taiwan Xi'an, Shannxi Xiamen, Fujian

Outdoor Equipment Buzz Ranking
Vertical Travel Sites were the main platform for the discussion of outdoor equipment. With good reputations for
quality, backpackers prefer international brands, like Columbia and The North Face.
722 718 439 337 305
271 225 178 142 131
Salomon Arc'teryxColumbia The North Face Toread
Deuter LafumaMarmot Clarks Ozark

The Key Motivations for Backpackers
e.g. 其实我们都想做一个背包客，抛开烦恼，
寻找自由。 // Actually, we all shared one
target, to put aside all the troubles and live
life freely. (Link)
—— 神经兮兮的瑛儿
e.g. 我决定! 3月考完试我要做背包客! 第1站
搭高铁去武汉看樱花，第2站飞上海叙朋友
旧情，第3站回北京探亲常住一段时间，第4
站宁夏银川回出生地落叶寻根预计用时俩三
个月，目的在于通过游历认识世界，认识自
我，挑战极限，有驴友想加入麽？ // I
decided to be a backpacker after my school
test, I wanted to travel abroad to explore the
world and find out who I am. (Link)
—— 没煮熟的麺
Seek for Freedom (Kind of Escape)
Experience Local Culture
Explore the World and Self
e.g. 台湾自由行，绝对是个很好的人生体
验，有历史、有文化、有美食、还有纯朴的
民风，拜访蒋公、逛逛老街，淡水渔人码头
看夕照，将会留下美好的人生回忆。我的自
由行，和五月天没有关系，觉得简直是浪费
时间。 // Backing in Taiwan is a very good
experience to learn about history, culture,
food, and natural folk culture. (Link)
—— 天蝎座老魏
Implication: Backpackers yearn to
explore the world and themselves.
Internally, they are long for freedom.
The brand culture related to “explore”
& “freedom” could resonated well
with the group.

1. The personality prototype of the backpackers is connected to the Hero, Outlaw or
Sage, who explore the life meaning consecutively. They are ready to take actions to
prove themselves and break rules to discover the truth. For their inner needs, the
self-worth realization and self-belief pursuit should be recommended as the key
brand attributes.
2. The phenomenon of ‘Gap Year’ has become more and more popular in recent years.
Even many young netizens believe it as the wealth of their life. In response their
original experience stories became an infectious power on social media to promote
the ‘Gap Year’ culture. It also proved the user-generated content is the most
important factor to touch the consumers than O2O interactive marketing and social
media resource integration.

Singapore Tourism Board “Rediscovery” Campaign
…
Campaign
Theme
Target
Tribe
Celebrities
Li SuxiSun QinyueAriel Lin Lu Jiayi
Sina MinisiteSina Weibo Youku Brand Zone
<Rediscovery of Love>
Global Gala Premiere in Beijing
“Rediscover Singapore
via Family, Friendship and Love”
1. <In Time with You> TV Show’s Fans
2. Ariel Lin’s Fans
3. Potential Singapore Tourists
Platforms
Online
Campaigns
Offline
Campaign
猜剧求观影
1
直击首映礼
2
12星座狮城攻略
4
从心发现爱
3
小姐爱旅行
5
Tecent Wechat

Online Feedbacks on “Rediscovery” Campaign
Travel
Experience
Recall
Purchase
Intention
Travel
Planning
Brand
Compliment
Travel
According to
the Movie
Scenarios
TV Show <In
Time with
You> Recall
Micro Movie
Gala Premiere
Travelogue -
<Miss Love to
Travel>
Micro Movie
Scenarios
CelebrityBasic Feedback
(Must have)
Creative Feedback
(Nice to have)
e.g. 作为生日礼物送给我的女儿，
这是妈妈对她永恒的祝福和爱。
妈妈永远陪爱着她，等她以后长
大了，有了自己的宝宝的时候也
送给自己的宝宝，把爱传承下去
// I’ll buy the necklace as the gift
for my daughter (Link)
e.g. “从心发现爱”微电影很不
错。林依晨笑得自然，故事很温
暖，有新意，介绍了新加坡的美
食美景，看到最后泪眼汪汪 // The
scenarios of the movie was so
touching that I’ve cried (Link)
e.g. 在《从心发现爱》中程又青和
李大仁再续良缘啦，好看，看完
有想去新加坡的冲动。@林依晨
Ariel 完美演绎，很喜欢 // Ariel Lin
performed good in the movie (Link)
e.g. 第一次在大屏幕上看到程又青
和大仁哥@新加坡旅游局官方微博
的《从心发现爱》应该是我看过
的最动情的微电影了。首映礼电
影院里还眼湿湿了，好想再去坡
儿里啊啊啊 // The movie gala and
scenario was perfect (Link)
e.g. @林依晨Ariel @陈柏霖《我可
能不会爱你》从开播到现在我完
整地看过5遍，夸张喔，是真的，
一直还在想这部戏能拍续集就完
美啊，期待程又青和李大仁的
《从心发现爱》 // <In Time with
You>, I’ve seen 5 times, and I long
for <Rediscovery of Love> (Link)
e.g. 我沒有看到@路嘉怡去新加坡
的影片也！！可是看她在微博PO
的“新加坡Dempsey Hill的PS Cafe”
外面的感覺好舒服喔！我也想去
新加坡~有時間也要去新加坡玩玩
// I want to travel to Singapore after
watching <Miss Love to Travel> (Link)
e.g. 美哉新加坡！为了滨海湾金
沙的无边大泳池、为了新加坡航
空的优质服务、为了宜樟机场的
全球最佳，今年7月份将再到花
园城市新加坡去一次！这次将由
一月份两个人的浪漫之旅升格为
三个人的快乐之旅 // We decided
to travel to Singapore in July (Link)e.g. 有爱；耐心等
待；端午要去，越
做功课越爱小新 //
Great decision (Link)
e.g. 新加坡真的是一个超级适合
旅游的国家。@没见过大白胖猫
吗你快来。我们按照程又青和李
大仁的脚步走 // Let’s travel
according to the <In Time with
You> (Link)
The Key Item in the Micro Movie:
Risis Orchid Necklace
The Key Incident:
The Delay of Movie Gala
for the Earthquake in Yaan
Original -
Delay -
e.g. 新加坡真是个非常有爱的地
方，人们都非常友善，不管华人
印度人马来人都是一家人，和谐
相处。人人遵纪守法，连地铁的
座位都充满爱！谁最需要，就留
给谁！这次新加坡之行，打满分！
// Singapore is so perfect (Link)

Contents, Platforms & Fans
Utilize Platforms Activate Fans
Offline
Initiative
Creation
Oriented Hot-topic
Utilization
Sophisticated
Material
Revitalized
24 x 7 On-
going
Interaction
Be the REAL Consumers
Be the GOODWILL Ambassadors
Generate Contents
Weibo Wechat
YoukuMinisite
Online
Implication: Key elements of campaign tactics are as below,
• Integration of Offline and Online (‘O2O’)
• Make full use of owned social assets / platforms (e.g. Weibo, Youku, WeChat, etc)
• Activate ‘UGC’ content (i.e. earned media), and leverage KOL for engagement

Summary
1. China’s international and domestic travel Industry is expected to approach RMB 3 trillion by the end of 2013, offering great
opportunities for both travel industry brands and other brands to build their brand experience. Our insights and findings from those
travelers will apply to all providers of products and services in all industry.
2. Business travelers pursuit value and convenience. They are more pragmatic and pay more attention to the practicality of the
products and services. An authentic product introduction and sincere and genuine service will be the perfect communication
strategy for them.
3. Self-driving travelers seek freedom. While independent in their nature, they are often family-focused as well. The family experience
will be a good touch point for brands to approach potential consumers. Auto brands can also capitalize on this segment by taking the
self-driving traveler’s characteristics into consideration.
4. Package tourists enjoy comfort. They live for today, are happy with the status quo and are easily influenced by current events and
hot topics on social media. Brands could combine their own "characters" with current trends to leave the deep impression on their
minds as their communication strategy.
5. Luxury shopping travelers seek a high-profile. They keep up with the latest fashion trends, yearn for metamorphosis and wish to be
recognized and admired. Brands need to focus on the creativity and uniqueness of these consumers while differentiating their own
brand image in this competitive space.
6. Backpackers aspire to understand the meaning of life. They prove themselves through gallantry and adventure, believe that the rules
are made to be broken, and that the truth will set them free. Brands need to permeate the concept of self-realization and the
pursuit of truth into their brand strategy.

About GroupM China
GroupM is WPP’s consolidated media investment management operation, serving as the parent company to agencies including Maxus,
MEC, MediaCom, Mindshare and Xaxis.
GroupM is the global leading media investment management group.
GroupM invests in more than 560 markets across China, with an overall activity volume of USD 7.28 billion (RECMA: 2012 Definitive). As
China’s number one media communications group, GroupM is the industry’s biggest investor in syndicated and proprietary media
research and optimization tool development.
For more information, please visit GroupM China website: www.groupmchina.com
About GroupM Knowledge
GroupM Knowledge is GroupM’s think tank and knowledge management arm in China. This unit is responsible for industry-wide thought
leadership research to benefit our agencies and client brands, exploring issues affecting the media industry in China, working with
syndicated research suppliers and managing the Group’s proprietary tools, research and systems. GroupM Knowledge also manages a
media consultancy, advising clients with specific media research challenges. The unit aims to be the knowledge platform, linking brands
with relevant consumer and communication insights.
About GroupM

GroupM Knowledge Research Projects
• Shan Hai Jin 2013: GroupM proprietary consumer survey on media habits, life style, and brand usage and attitude in China’s tier 1-
4 markets
• Brand Vitality Research: to explore attributes of brand vitality with anthropology method
• GroupM Knowledge-Hurun Report 2013: to identify geographical concentration and life style of wealthy people in China
• Category specific usage and attitude research: travel, e-Commerce, 8090, new male consumers and online video etc.
Contact us：
Please send email to Eve Lo, Chief Knowledge Officer of GroupM：
Eve.lo@groupm.com
Follow us on weibo： http://e.weibo.com/groupmknowledge

About CIC
CIC is China's pioneering social business intelligence company. CIC enables businesses to fully leverage the power of social media and Internet
Word of Mouth (IWOM) intelligence across the organization. Since coining the term IWOM in 2004, CIC has pioneered the industry to help
companies meet their social media marketing and social business needs by providing customized research, consulting services, syndicated reports,
as well as technical solutions and platforms, all from an objective, third party perspective. In addition to helping companies leverage social media
intelligence for more informed decisions, CIC is monetizing the social business industry in China by creating an integrated social business support
system.
CIC utilizes its own patent pending technology to capture millions of online conversations and ‘makes sense of the buzz’ by assembling them into
easy to understand intelligence and provides interpretation which informs strategic decisions and leads to action. CIC gathers and mines over 100
million naturally occurring consumer comments every month from a range of uniquely Chinese social media platforms including blogs, BBS and
social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of the social
media landscape and its implications for business. CIC has well over 3.8 billion mentions of brands and products from well over 1 billion consumer
comments that have been indexed and archived.
In early 2012, as China’s pioneering social business intelligence company, CIC consented to acquisition by WPP’s Kantar Media, the media research
and insight division of Kantar, expanding their social offering across Asia Pacific markets. (Press release)
CIC will continue to provide social business intelligence from an unbiased, third-party perspective, to the world’s leading brands and agencies.
Contact us: +86 21 6404 9191*8891 / marketing@cicdata.com Corp. Website: www.ciccorporate.com
Disclaimer
All the images used in this study are in the public domain.
This study is the sole and exclusive property of CIC and GroupM Knowledge. Any usage of the research and contents of the report or slides will be deemed a
violation of CIC and GroupM Knowledge’s intellectual property. CIC and GroupM Knowledge reserve the right to legal action to protect its ownership rights.

Corp. website: www.ciccorporate.com
CIC Blog: www.seeisee.com
Founder’s blog: www.seeisee.com/sam
IWOMmaster: www.iwommaster.com
IWOMdiscover: discover.iwommaster.com
IWOMexplorer: explorer.iwommaster.com
IWOMcooperator: cooperator.iwommaster.com
www.groupmchina.com
weibo.com/groupmknowledge

CIC and GroupM China released 2013 White Paper on Travellers - The Rise of Social Travel

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