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Self driving is still an emerging niche market among outbound Chinese tourists, but its rate of growth has been accelerating.
Self driving is still an emerging niche market among outbound Chinese tourists, but its rate of growth has been accelerating. In a move to capitalize on the huge opportunities ahead, Hertz Rental Car has partnered with Beijing headquartered digital marketing agency Dragon Trail Interactive to launch a WeChat based interactive program to educate Chinese consumers about renting a car in a foreign destination. The program is powered by China Travel Academy, a mobile and WeChat based travel education and certification platform launched by Dragon Trail in 2014. As renting a car is still a novel concept among Chinese consumers, Hertz hopes to address concerns about license requirements, safety of driving in a foreign country and unfamiliar renting procedures by educating consumers in a fun and interactive way. The B2C Hertz program follows the successful launch of a B2B training and certification program for VisitSwedenon the same platform. As more middle class Chinese now have a driver's license, and wish to explore beyond mainstream attractions in city centers when travelling abroad, many are starting to recognize the convenience of self-driving. Self driving satisfies the desire of young and affluent Chinese travelers for novel and distinctive experiences, and is often used to portray their sense of uniqueness. According to a survey by Mafengwo.com, one of China's social travel services, and car rental web site zuzuche.com, first tier Chinese cities Beijing, Shanghai, Guangzhou and Shenzhen account for more than 60% of self-driving tourists. Citizens of wealthy provinces such as Zhejiang, Jiangsu and Sichuan have also been quick to embrace the trend. The United States is by far the most preferred destination for self driving trips according to the survey (supported by 46% of respondents), well ahead of Germany (7.89 %), Australia (7.6 %) and France (6.23%). The Hertz program addresses most frequent questions regarding safety, documentation requirements and the actual process of renting a car, from booking to drop off. The program is conveniently accessed through WeChat and runs on HTML5, making the presentation interactive, fun and engaging. While reading through the topics, consumers can earn badges and can shake their phones to win discounts on car rentals. The use of popular internet slangs in the program makes it easier for Chinese netizens to relate to the content of the program. "Hertz hopes to use a friendly and fun program to educate Chinese tourists about its services in overseas destinations," Said George Cao, Co-founder & CEO of Dragon Trail Interactive, "and China Travel Academy provides the perfect platform to achieve that goal." |
