As Asia travel continues to change, we’re tracking its digital evolution. Recently we’ve worked closely with our partners PhoCusWright and International Luxury Travel Market (ILTM) to produce two groundbreaking research reports on 1) hotel reviews within mainland China and 2) the luxury traveler and social media.
PhoCusWright’s Traveler Reviews and Social Media in China is powered by Brand Karma data, and finds that Chinese travelers are posting more reviews than ever before largely on OTA channels versus traveler review sites. Additionally, upscale and luxury properties receive the most reviews, but in terms of satisfaction, Chinese travelers are as satisfied, or more satisfied, with their stays at budget hotels.
With ILTM, we produced The Luxury Traveller & Social Media: Asia, and Our COO, Mario Jobbe, was at ILTM Asia in Shanghai on June 2nd to present the findings and analysis. The report found that Asian luxury travelers posted 53% of all luxury travel reviews written between 2012 and 2014, with social postings by Chinese luxury travelers increasing by 89% whilst other Asia Pacific regions saw an increase of 5%.
Media coverage for both reports here:
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