With a new year and potential for a post-pandemic world on the horizon, optimism is beginning to grow once again for the tourism industry. This is especially true in southeast Asia, where hopes of recapturing the Chinese tourist market are in full bloom.
Chinese AI marketing platform EternityX is helping brands in SEA capitalise on this optimism. According to research from GDS, a Chinese data centre developer and operator, bookings and searches for Singapore flights and hotels by Chinese tourists surged 313% and 207% in October, respectively, following the announcement of the travel bubble between the two nations.
Already in collaboration with various luxury and hospitality brands including Cartier, Piaget, Sands Resorts and Tourism Authority of Thailand, EternityX is putting its platform to use with planning, strategy and getting new travel campaigns to market for a region that saw nearly 32 million arrivals from China in 2019.
With Tourism Authority of Thailand in Beijing, EternityX ran a campaign in September promoting Thailand as the top health and wellness destination for Chinese tourists. Targeting affluent travel enthusiasts, the platform utilised native and splash ads, short-form videos and H5 pages across popular channels including iQivi, WeChat, MangoTV and SoYoung, resulting in 22 million impressions and a 35% higher CTR rate than expected.
"Marketers need to reach their audiences now, as travel is often a six month decision for holidayers. We are already working with brands to bring top-of-mind recall and capitalise on the demand when borders fully reopen," said Richard Andrew, EternityX Managing Director of SEA and Australia.