Ushering in the Year of the Monkey, this weekend the Chinese celebrate the biggest event in their annual calendar.
Brands in the hotel, restaurant, entertainment and experiential consumption industries should be thinking video to communicate their brand at multiple digital touchpoints especially now as Chinese travellers board their plane for the big get away this weekend.
The Chinese New Year is a huge annual event – be it in people’s spending or migration. In 2015, the seven-day Chinese holiday recorded a total retail and restaurant sales of RMB678 billion (approx. USD104.6 billion) in mainland China, double the total spent by the Americans at Thanksgiving 2014.
According to Bloomberg, Chinese people undertake 2.8 billion trips during their Chinese New Year celebrations, with close to 5.2 million Chinese – a 10% year-on-year growth in number – taking outbound trips in 2015 to Europe, the United States and other destinations in Asia.
A recent survey shows that some 80% of Chinese travellers have used an electronic device such as a mobile phone, desktop or laptop to plan and book travel, compared with only 53% last year.
So if you’re in the hospitality business and want to capture some of the lucrative Chinese tourist spend, start planning your video strategy for Chinese New Year 2017!