Ctrip partners with iClick to deliver customized marketing solutions
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Ctrip partners with iClick to deliver customized marketing solutions

iClick Interactive, a Hong Kong-based marketing technology company, has just signed an agreement with Chinese travel giant Ctrip. The former will supply the latter with “customized marketing” solutions that should enable Ctrip to make better-targeted offers to its customer base. That’s great news for travellers, as it increases the chance that the company will suggest trips they are more inclined to book. And it’s great new for Ctrip for the exact same reason.

Ctrip’s share price has risen by 15% so far this year

graph 1906 ctrip

SOURCE: Yahoo Finance

It will work like this: iClick will gain access to Ctrip’s database of 300 million Chinese consumers, and create user profiles designed to help Ctrip (and its many international partners) to understand what makes them tick. And, crucially, what makes them click.

According to Ctrip, about 130 million Chinese people travelled internationally last year. China accounted for the most travellers to destinations as diverse as Japan, South Africa, Vietnam, and Russia. And, because Chinese tourists spend significantly more than tourists from other destinations, they are an attractive market for international brands and destinations. This value has led Ctrip to partner with numerous travel brands and official tourism offices over the past few years, and the promise of better data-driven marketing solutions is a boon to all of them.

Samson Chai, Ctrip’s overseas marketing director, said: “iClick has a profound understanding of demand from international travel brands and a wealth of data insights and audience data in China. Our collaboration with iClick will allow us to leverage these advantages to bring value to both our customers and international travel brands who partner with us to run marketing programs."

Sammy Hsieh, iClick’s CEO and co-founder, added: “As opportunities due to the increasing numbers of outbound travelers from China continue to rise, we are seeing a growing demand from travel and hospitality brands to use data in a more holistic marketing system to meet their needs. Ctrip has a wide range of customers and supports 13 languages on their platforms, which is a perfect complement for our customized solutions. International travel brands will now have a more effective way of reaching high-value outbound travelers in China.”

Disclosure

Dominion holds Ctrip in its Global Trends Luxury Fund.


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