Report: How and when to talk to tourists in Hong Kong

The latest findings from Vpon has revealed that the Greater China tourists positively react to mobile ads during their trips, which is one of the crucial factors to success in the cross-border O2O marketing strategy.The finding also discovered that the mobile ad click-through-rate (CTR) of Taiwanese tourists in Hong Kong is 1.2 times higher than that in the home region, while the CTR of Mainland Chinese tourists shows an increase of 30% during their trips in Hong Kong.Some of the key findings:Hong Kong locals tend to interact with news and finance apps during the day time, and entertainment apps at nightHong Kong locals prefer a Wi-Fi connection when fulfilling their entertainment needsMainland Chinese tourists' footprints expand and spread across various areas in Hong Kong. However, most of them have a short duration of stayTaiwanese tourists, in contrast, show more interest in photography.Both Taiwanese and mainland Chinese tourists react positively toward mobile ads, leading to 121% and 28% higher CTR respectively in HK than in their home regions The report suggested marketers grab tourists’ attention with precise ad messages during their short stay. It also suggests adopting mobile channels to communicate with tourists, as it is an instant and personal touchpoint.However, brands should tailor their messages according to the time period. Unlike their usual behaviours in their home region, tourists usually reserve day time and dinner time to enjoy their travels.The connection with tourists during trip should:• Help them to enrich their route and experiences at night.• Create experiences that relate to daytime tourist activities in a non-disturbing manner .