The plan is to extensively market Mao Tu Ying in China using the tagline “Experience the world through different perspectives.” Billboard and airport advertising will be used, as well as a social media campaign on WeChat. Kaufer talked about Tripadvisor’s new approach to China in a medium-to-long-term context. He noted that by 2020 one in five international travellers will be Chinese, ramping up the need for dedicated content and reviews. But Tripadvisor is also aware that Chinese travel patterns will change over time – most international trips are taken in big groups while people who are currently travelling independently tend to follow the same itinerary as the pre-packaged crowd. Get the full story at Tnooz