How brands are leveraging social media in China

International hotel brands’ digital marketing in China since the end of January provides valuable lessons in effective crisis communications and how to cultivate brand loyalty and develop new revenue sources during an epidemic. With COVID-19 now spreading globally, understanding these successful strategies from China can help the hospitality industry around the world. Our analysis is based on Dragon Trail’s weekly rankings for international tourism brands on leading Chinese social media channels WeChat and Weibo. Sienna Parulis-Cook is associate director of communications at Dragon Trail Interactive in London. Start with cancellation policies  Initial crisis-related content on WeChat and Weibo from hotels…
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