TBEX Business, FlywithMaggie has been a successful and conscious effort at enriching the travel sensibilities of modern Chinese travelers. It covers a wide spectrum of thoughts that highlight the adventure aspect of travel and the exclusivity of luxurious and exotic getaways. Hidden Gems Media Production aims to bring exciting and unique travel experiences to the fast growing Chinese outbound travel market. Our travel reports focus on the unusual or lesser known travel activities that cannot be found through OTA or group program. We produce promotional travel reports for local and national travel offices as well as hospitality and other travel suppliers.

1. Woo the Chinese Travelers
Through Stories and Inspiration
By Maggie Wu

2. Maggie Wu
Life Coach
Travel V-logger
Inspirational Speaker
Hidden Gems Media Co-Founder

3. China represents the world's second largest travel market.
1.4 billion
People
320 Million
People
Chinese Outbound Travel
Population: China 1,393,783,836
USA 322,583,006
By 2020 the projection is for 234 million tourists and an annual spend of 242 Billion US$

4. Chinese Outbound
Travelers’ Status Quo
600 Million
1/3
20%
China has the most smartphone
users in the world by 2015.
2014, mobile accounted 1/3 for
China’s online travel market, highest
globe’s mobile penetration rate
$205.7 Billion
$2,500
2015, number of Chinese traveling
abroad according to China National
Tourism Administration, 20%
growth rate from last year
China Online Travel Overview Eighth Edition
July 2015 © 2016 Phocuswright Inc. All Rights Reserved.
Chinese FIT Outbound traveler
120 Million
2015, Total outbound travel spending
Retail spending per avg traveler

5. Tra
Chinese Outbound FIT Landscape
“Free Independent Travelers”
Who are They?
What’s their
Characteristics ?
Where do they
spend money?
What’s their
favorite and
frequent
destinations?
Traveler
Why do they
travel and how
do they travel?
How often and
when do they
travel?
Travel
Destination
Travel
Spending
Travel
Behavior
Travel
Time

6. Chinese new generation
Travelers’ Demographic
Who
are
they
China Unbounded: The Rapid Rise of China’s Outbound Millions.
2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor
Higher income
25-34 year old 41%
Female travelers are majority
1/4 of FIT comes from Tier 1 & 2 cities
Guang Dong, Shanghai
Sichuan, Beijing , Jiangsu

7. Chinese outbound FITs’ Favorite & Frequent
90% of Chinese FITs choose HK, Taiwan,
South East Asia, East North Asia.
Top 10 traveled countries:
Japan, Thailand, US, Malaysia, Singapore
France, England, Italy and Canada.
Peak time Travel May & Oct Holiday
1/3 people travel 7days above
Tra
Travel
Destinations
Travel
Time
China Unbounded: The Rapid Rise of China’s Outbound Millions.
2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor

8. Chinese outbound FITs’ Travel Motives
China Unbounded: The Rapid Rise of China’s Outbound Millions.
2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor
Visiting Landmarks
Foodie tour
Golfing
Driving
Seeking medical care
Purchasing properties
Gambling
Investment for business
Children’s higher education
Celebrating honeymoon
Cruising
Travel
Behavior

9. Avg travel spending $ 2730 (1:6.5)
$ 473 Accommodations (17.3%)
$ 691 Airplane tickets (25.3%)
$1054 Shopping (38%)
The highest spending FITs :
from Beijing, Sichuan, Shanghai
30% of which spend Avg $3000
Chinese outbound FITs’
China Unbounded: The Rapid Rise of China’s Outbound Millions.
2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor
Travel
Spending

10. Chinese outbound Travel’s Bright Future
China Unbounded: The Rapid Rise of China’s Outbound Millions.
2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor
49% Chinese FIT has plans to travel in coming 2 years.

11. Travel Activities Done on Mobile
China Online Travel Overview Eighth Edition
July 2015 © 2016 Phocuswright Inc. All Rights Reserved.

12. 2016 World Social Media ranking
1.59 B
1B
697 M
400M
320M
212M
200M
M=million people
B=billion people
Sources: Official platforms Jan 2016

13. How are various social media used?
“I am traveling”
“I have traveled”
“Where I traveled”
“Look at me traveling now ”
“Watch how I traveled”
“I am a travel expert”

14. Social Media World vs China

15. How to woo the Chinese Travelers
Social Media is influencing Travel Purchases
…..and of course their own peer group.

16. Weibo 25%
Video platforms 50%
Wechat 75%
Short Video 10%
Wechat
Short Video
platforms
Weibo
Youku,
Iqiyi,
Sohu
Social Media in China
4 out of 5 social media users are
referencing at least half of their trips
and more than 70% use photos to
document their travel experience.

17. China Weibo vs Wechat

18. Video is surpassing written promotions
Youtube 2rd search engine
Video is catchy
Mobile is the NOW and Future
Short attention span
transforming from Celebrity
commercials to Vloggers
community
China’s unique internet
environment
Why work with Travel V-logger in China

19. CommunityExposurePlatformContent
create value
Share value
Make the followers feel
connected
spirit leader
inspire
Vertically
Mobile focus
Link
China’s internet is monopoly
Traffic is not free
breakthrough platforms
How to make it worthwhile
how talent agency -
Capital investment
makes profits from PGC
Personal touch
Unique point
How to work with KOL in China

20. Case study
猫⼒力Molly
#1

21. Used to travel with her bf Shou Rou and together produced Videos during travel.
Now solo trip, has her own talent management team, produce commercials
Millions of fans now, became famous via 穷游 attracted young people, but gave
them false hope. Actress & Brand Ambassador.

22. Case study
侣⾏行
#2

23. Adventurous couple , go very extreme travel routes. Got engaged in North pole
and married in South pole. They were traditional business men, invested their
own travel cost and their show , became famous in China
Their videos are now banned because of political reasons

24. Case study
雷探⻓长
#3

25. Budget male traveler, attracting young kids. inspire Chinese to travel
Weakness: no team, solo traveler, documentary his own show
doesn’t speak good English, his followers are so young that they might not able to
take immediate actions to his routes.

26. Case study
左⼿手＋张千⾥里
#4

27. Couple travel, girl writer, boy photographer,
producing videos on teaching people how to take photos during travel
very focused and niche market
The business model is to sell their offline training courses to photographer lover

28. How we can help you……
Personal blog & other bloggers
connections
Video Content and Campaigns
Social Media & SNS

29. How we can help you……
Video Content and Campaigns
Social Media & SNS

30. Hidden Gems Media Team

31. Hidden Gems Media Team

32. Hidden Gems Media Team

33. It’s more than a travel show……
Short Videos
Motivational
content
Inspirational
stories
Interview

34. Thank you !
Facebook/ Instagram: FlywithMaggie
maggie@hiddengemsmedia.com
Wechat: Fly_with_Maggie
+86 13585833365