As China’s 618 Shopping Festival on June 18th marks the country’s second-largest online shopping event after Singles Day (November 11th), global travel brands may be overlooking its significant impact on outbound travel. While many industries focus on the retail opportunities during this high-impact event, the travel sector has much to gain by aligning strategies with the consumer behavior that drives the 618 Festival. Dida, a leading B2B travel distribution platform specializing in outbound Chinese travel, is urging the global travel industry to wake up to these consumer moments and adapt their offerings accordingly.
The 618 Shopping Festival is not just about electronics and fashion; it’s a critical moment when Chinese consumers are making plans for the summer, hunting for deals, and preparing for their next big trip. Brands that leverage this period can tap into a high-energy demand for travel, but those who fail to do so risk missing out on one of the most lucrative opportunities in the global tourism sector.
The 618 festival isn’t just about sales—it’s a signal for Chinese travelers that the summer holiday season is beginning. Dida’s approach during the event is a textbook example of localized innovation. The platform’s Japan Summer Campaign, launched to coincide with 618, showcases how travel brands can tap into this moment of peak consumer engagement to drive bookings for key destinations like Tokyo, Osaka, and beyond.
Dida’s localized marketing strategy has led to impressive results, with their Japan-focused campaign seeing a surge in demand. The campaign included exclusive offers, with over 50 premium hotels in Tokyo and Osaka available only to Dida clients. Dida’s approach capitalized on Japan’s summer festivals and the excitement surrounding the Osaka Expo, aligning their travel products with cultural events that resonate deeply with Chinese consumers.
The campaign also leveraged AI-driven personalization to target travelers based on their behavior and preferences, ensuring that every offer was tailored to the individual. This use of technology allowed Dida to maximize conversions during a critical window.
Focusing on destinations with strong appeal to Chinese travelers is essential for maximizing the impact of the 618 Shopping Festival. Some key destinations include:
