The joint enterprise Dragon Trail is founded by leading experts in the business use of social media. Dragon Trail is the prototype of a 21st century business model that harnesses the power of collective intelligence. Top social media, technology and e-tourism strategy experts have come together to launch a new enterprise known as Dragon Trail, registered and based in Beijing, China, and operating out of the offices of its established partner company, Go10000.com. Two joint enterprises, Go10000.com (registered in Beijing, China in 2005), and Chameleon Strategies (registered in New York, USA in 1999, and in Vancouver, Canada in 2008), have been successful and recognized enterprises in their respective areas of operation.
The Dragon Trail founders and partners, recognizes that 2009 is turning out to be about collaboration, providing for an excellent opportunity to come together to help travel organizations and tourism destinations leverage digital marketing services and social media strategies to connect with Chinese consumers.
China is one of the fastest growing outbound travel markets in the world. Thanks to rapid urbanization, rising disposable incomes and relaxations of restrictions on foreign travel, outbound trip volume has grown by an annual average of 22% since 2000 and just under 15.5% since 1995 – reaching 34.5 million in 2006. Although outbound travel has increased by 22% since 2000, the ratio of domestic to outbound trips is still 38:1, reflecting the huge growth potential. Research by ACNielsen has also shown that, within the 18-40 age groups in the major cities, the market penetration level of internet users is 60-70% – and among university-educated Chinese, the level is over 90%.
Through the collaboration of select strategists and implementers drawing on personal successes and bouts of trial and error, Dragon Trail provides end-to-end solutions for hotel companies, tourism organization, and travel corporations, as well as small to mid-size businesses seeking success in the Social Web, as well connecting with consumers in China via electronic distribution channels. Clients can find success with proven and innovative social media strategies and initiatives, and achieve maximum impact through well-executed campaign strategies.
Dragon Trail has launched the English-language resource website China Travel Trends (Twitter: @CnTravelTrends.com) in order to educate the travel and tourism industry about the tremendous potential in leveraging emerging technologies, digital marketing, and social media optimization to connect with Chinese consumers.
