Airlines, cruise lines see big gains in WeChat engagement

With more than one billion active accounts, WeChat is one of the most popular marketing channels for brands trying to reach Chinese consumers. International travel brands including national tourism boards, destination marketing organizations, airlines, cruise lines, hotels and attractions publish content on WeChat with the hopes of attracting the growing number of Chinese outbound travelers. Since 2017, Dragon Trail Interactive has tracked travel brands’ official accounts on WeChat, looking at total view for published articles, total number of articles, most-viewed articled and “like” on articles (it has tracked the categories of attractions…

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