This week we introduce the WeChat ranking for airlines and cruise lines, monitoring the official accounts of 13 overseas cruise lines and 47 airlines.
Due to the Chinese New Year holiday, there has been a significant drop in the number of articles published by many of Wechat’s official accounts, so this week’s rankings combine the data from the week of the 23rd-29th January and the week of the 30th January- 5th February.
The top WeChat destination accounts were Tourism Authority of Thailand – Beijing office, Japan National Tourism Organization and Tourism New Zealand for the NTOs category. Hong Kong Tourism Board, Dubai Department of Tourism & Commerce Marketing and Texas Tourism were the most popular DMOs.
The most popular articles for destinations were a mix of Chinese New Year themed posts (Tourism Authority of Thailand – Beijing office) and posts about St. Valentine, which is extremely popular among Chinese millennials (Brand USA and Tourism Australia). Destination Canada gave tips on which city to visit to feel the “warmth” of the Spring Festival and Tourism New Zealand posted images about its landscapes by well known Instagram bloggers.
As for cruise lines, Royal Caribbean International positioned itself first, whilst its sales dedicated account ranked third. In addition to consumer accounts, Royal Caribbean International also manages two trade dedicated WeChat accounts: one aimed at recruitment and one for industry news. Royal Caribbean International and Costa Cruise were the earliest cruise lines to have a presence on WeChat, starting out in March of 2013 and in December of 2012 respectively. Norwegian Cruise Line opened its account in September last year and Dream Cruise in June 2016.
Airline’s most read WeChat articles were by All Nippon Airways. Its posts gave tips on what specialty food to buy at airports in Japan, where to shop and other useful travel tips. Thai Airways and Cebu Pacific’s posts focused on promotions. Cebu Pacific is Asia’s third largest low cost airline, flying to 33 cities across 16 countries.
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Cannot find your organization on the list?
If you do not see your organization on the ranking, feel free to get in touch with us and we will let you know where you are positioned. If your organization account has not been surveyed, provide us with your account ID, name and your contact details and we will make sure to add it in our database.
Contact us at communications@dragontrail.com.
About the data: The data is jointly collected and compiled by Dragon Trail Interactive and Dingla, a B2B travel marketing platform assisting foreign organizations build long term travel trade relationships in China.
About the Ranking:
Ranking criteria: Accounts are ranked according to the highest number of views per total number of posts published. WeChat views are “unique views”.
N. overseas National Tourism Organizations (NTOs) surveyed: 39
N. overseas regional and city Destination Marketing Organizations (DMOs) surveyed: 46
N. overseas airlines surveyed: 47
N. overseas cruise lines surveyed: 13
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