TripAdvisor targets China with new name and app
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TripAdvisor has embarked on a new push into China, with the unveiling of a new Chinese brand name and a mobile app for Chinese travellers.
The company will now be known as ‘Mao Tu Ying’ (猫途鹰) in China, which means ‘owl’ and ‘journey’, reflecting TripAdvisor’s owl logo. The new Chinese language app will include China-specific features such as Chinese language travel guides and integration with WeChat, the popular social media channel.
“In addition to projections that mainland Chinese outbound travellers will grow by double digits from 110 million to 230 million by 2020, we recognise that there is also nearly 50 million people of Chinese descent globally,” said Stephen Kaufer, president & CEO of TripAdvisor.
“As the world’s largest travel site, TripAdvisor can deliver a comprehensive and trusted way to research, plan and book travel for the global Chinese community.”
TripAdvisor currently operates three Chinese language sites, with platforms for mainland China, Taiwan and a new international site in simplified Chinese, which launched in March. The company said this new site was intended for “overseas Chinese living outside of the mainland China firewall”.
Since 2009, TripAdvisor’s service in mainland China has operated under the local name daodao.com, but this will now be repositioned under the new brand name.
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