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Madrid City Council

Madrid City Council

Client profile

The Madrid City Council is the local government responsible for managing the city of Madrid. It manages the travel and tourism sector of the city.

Objective

The Madrid City Council reached out to Daxue Consulting to gain a clearer understanding of the Chinese outbound travel market amid the growing number of Chinese online travel agencies (OTAs), evolving travel preferences, and rising influence of social media on travel decisions.

Research process & methodology

Daxue Consulting conducted an extensive assessment of the Chinese outbound travel market. It mainly leveraged the following methodologies: 

Outcome

Daxue Consulting provided actionable recommendations and strategic recommendations for the Madrid City Council to better target outbound Chinese travelers. These recommendations were based on:

  • Extensive market assessment on the travel industry in China, including mapping of the major OTA players (e.g., Ctrip, Qunar, Tuniu, Mafengwo, and Fliggy)
  • Deep-dive into the behavior and customer sentiment of outbound Chinese travelers
  • High-level competitive benchmark to comprehensively understand the perception of Madrid in Mainland China based on following criteria:
    • Baidu/WeChat index insights
    • Social media engagement and volume of conversation 
    • Marketing campaign analysis
    • USPs of each competitor
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