1. Insights to Drive Travel & Hospitality
Brand and Digital Strategies
Solutions for Travel & Hospitality Marketers
Today’s travel consumer is tweeting, texting, emailing,
communicating with friends via Facebook, and
commenting, often in real-time, on restaurants and
hotels via review sites like Ctrip, Yelp and TripAdvisor.
How will you reach these hyper-interactive consumers
at multiple touch points during the research process?
And once your hotel has their attention, what should
you do to encourage loyalty to your brand, increase site
stickiness, create buzz around your hotel, and
ultimately increase bookings?
User-Generated Content • How consumers feel
(UGC) about your brand, product or
Millions of Consumers are service—in their words
Talking Online—Are You • Specific issues that
Listening? are being discussed SinoTech Group works
around your brand,
organization or services. with the worlds' top
worlds'
Consumer advocacy is the
single most important gauge • Events, trends and Hotels, Airlines and tour
issues influencing the buzz
of your brand’s growth
around your brand
operators as well as
potential. Consumers often
put higher levels of trust in • Insights into the topics others working in the
word-of-mouth being discussed that are travel and hospitality
recommendations from relevant to your brand
marketplace including ad
others- more than they do
from traditional advertising. Media and Market agencies, OTAs and PATA
Measurement to provide rich insights on
SinoTech Group SinoBuzz’s Measure the Impact of Online
gives you the most Marketing using SinoTech
online behavior and social
comprehensive view of your Group’s SinoBuzz. When media discussions.
online buzz and word-of- companies are making digital
mouth reach. This product marketing investments, it is
delivers insights to proactively critical
manage your on-line
exposure:
Version 1.1 2010 © SinoTech Group (China) Limited

2. Brand and Digital Strategies for
Travel & Hospitality Marketers
SinoTech Group’s Travel & Hospitality practice covers a broad range of digital marketing
solutions that you understand and gain insights about the travel sector and those consuming your
brand messages and engaging in discussions about your company.
Comprehensive Insights Deliver are going on-line to discuss and seek
Intelligence to: information about your brand or
• Measure and analyze on-line buzz product
around a destination, a tour product • Aggressively manage brand issues
or an airline. Is it positive or negative? and challenges
Increasing or declining? • Develop the right content strategies
• Listen to candid conversations to drive brand advocacy
about your hotel on Ctrip, eLong, • Measure and analyze Web site
tripadvisor or other online travel sites. traffic—including brand and
• Identify your brand’s vocal product sites, travel sites and others
supporters and detractors and relevant to your category
learn how to leverage their • Access demographics to understand
influence consumer lifestyles and purchasing
• Identify areas of product preferences
satisfaction/dissatisfaction • Use the insights from SinoBuzz to
• Develop new products based on support product launches
feedback,consumer need and • Track your competitors’ strategy and
preference on-line brand reputation
• Determine where your consumers • Optimize your online marketing
strategy
More than 75% of Internet users seek travel information online. SinoTech Group’s research suggest that
Group’
consumers have a high level of trust in user generated content on travel related Web sites and would
even change hotel and airline reservations based on negative comments found online.
Insights in Action:
Insights include:
• How do consumers perceive your hotel, airline or your competitors brands?
• Get direct feedback about specific areas relating to their stay at the hotel or the travel on
various airlines
• Is your marketing message resonating with consumers?
• What influences travelers to stay at a particular hotel or use a particular airline; or not
• What is the main language being used by the people talking about your brand?
• Who is contributing to the discussions relating to your brand?
• Where are the conversations taking place? Is there one site that is producing more of the
discussions or is there one particular location contributing?
For more information, contact your Account Manager,
e-mail us at sales@sinotechgroup.com.cn, or visit www.sinotechgroup.com.cn
Version 1.1 2010 © SinoTech Group (China) Limited

3. Version 1.1 2010 © SinoTech Group (China) Limited