What is the ideal positioning of an international hotel booking portal inside the lucrative niche of Chinese premium outbound travelers?


An international hotel booking portal aimed to develop a specific positioning for the fiercely competitive Chinese travel market, targeting a highly discerning clientele with a specific nature of booking habits.


globeone developed an optimized and locally adapted positioning, reflecting the issues and requirements of its local target group. The positioning reduces acceptance barriers among the Chinese target group while remaining aligned to the client’s global value proposition. The positioning concept laid the foundation for a comprehensive marketing strategy to increase awareness and activation.