L2’s Insight Report on China Prestige Hotels finds that prestige hotel brands are attempting to cater to Chinese tourists with China-specific sites, but are neglecting to translate a few of the most essential tools. For example, reviews are an important conversion tool for Chinese travelers; 80% consult online reviews for at least half of their trips and Chinese travelers authored 42% of online reviews posted from 2012 to 2014. Yet, just 38% of prestige hotels with China sites provide reviews in Chinese and just 19% translate ratings.
Video is another important conversion tool as it inspires the customer to travel. Prestige Hotels seem to know that as 98% provide property-level video content for their global sites. However, just 19% of Chinese brand sites post Chinese-language videos for their properties, and only 15% provide Chinese captions for their global branding videos.