Using WeChat to cater to China’s new self-driving travelers

Project Specifics
  • Hertz

  • Social Media Management
  • 2016

The Situation:

Hertz is an American car rental company with locations in 145 countries worldwide. As more middle class Chinese now have a driver’s license, and wish to explore beyond mainstream attractions in city centers when traveling abroad. Dragon Trail helped Hertz to set up a service account to best leverage the platform’s additional functionalities.

Our Work:

WeChat is a key component to Hertz’s customer service strategy, and In 2016, Hertz received nearly 25,000 customer service enquiries on this platform, many of which were addressed through an auto reply system. A key word in the message sent would then trigger a response with a related message. Specific enquiries are handled manually.

Dragon Trail helped Hertz to set up a service account to best leverage the platform’s additional functionalities. While subscription accounts only allow one ‘read more’ link at the end of the article, with service accounts it is possible to add multiple links within the article. Several of Hertz’s articles on promotions and sales feature a click-through button, which links to another page with more details, or directly to the booking engine.

Another recent addition to Hertz’s WeChat account is the automatic translation of a Chinese driving license into English. After filling out all details, applicants will receive the driving license translation directly in their inboxes, saving money and time to apply for a license.

Given the importance of mobile in China, Dragon Trail custom-designed and built a mobile mini-site seamlessly linked to the Hertz WeChat account, to enable direct bookings from WeChat. The website’s complex back end is linked to a real-time inventory from Hertz car rental shops located in North America. Dragon Trail also built APIs to link the booking system to Qunar, one of China’s main online travel agencies (OTA).

Finally, Hertz regularly publishes content on inspirational self-drive holidays through its WeChat account, with two posts on traveling all across Europe and the USA gaining tens of thousands of page views.

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