Branding is important in convincing Chinese travelers to book trips when they’ve already visited the U.S. a few times.”

San Diego + San Francisco = Best of California.

As the target market becomes more sophisticated, two California DMOs partnered with Hilton Hotels to deliver a “Best of California” campaign targeted at repeat Chinese visitors. In China, Hylink Digital, We Chat, Ctrip, and Fliggy all played a role in delivering the message to prospective travelers.

“San Francisco saw a 34 percent year-over-year increase in bookings from Chinese tourists, with over 11,000 room nights, 31.6 million impressions, and 88,200 clicks. On social, their engagements increased 10x from the average rates,” reports Jing Travel. Read more here.