200,000 Chinese want to come to your hotel
The growth of the Chinese tourist is the going to be the biggest change in the tourism industry for a generation.
Britain is on the approved list for China’s tourists. Half a percent of all Chinese tourists already head to the UK for their holidays, that’s over 200,000 people last year, and rising. Two mid market Chinese hotel groups are sniffing around for acquisitions – according to yesterday’s Sunday Times – to take advantage of this demand. That means it’s time to get on with some hotel marketing basics.
When you see a website in your own language you are immediately more likely to trust it. It shouts that the company values you as a client. Search engines are also all about user experience. If you use a local domain name and the local language they are likely to rank your site more highly too.
Your hotel needs to be positioned to take advantage of this new revenue stream. My hotel marketing tips to do this are:
Make a comprehensive version of your website in Chinese. Ideally, replicate the whole website and all the functionality including the booking engine. From an SEO perspective the more content, the better the site will rank. It’s the same for the user experience and therefore conversions.
Put the Chinese version of your website on the Chinese URL with your brand name with the .cn domain. If possible get both the English and the best phonetic Chinese character match. Search engines value exact match domain names. Users also get a measure of re-assurance and therefore trust when they see this too.
Put a link on every page of you English language website to the Chinese version in Mandarin. This will pass along some of the search engine power of your website to the Chinese versions and help Google and other search engines value your site.
Use two translation sources. When we do multi lingual work it’s always best to use one source to originate and a second source to proof read and sense check.