WeChat "mini-programs" are starting to take off in China's social media world, where the messaging platform dominates the market. Some hotels developing mini-programs find they rank among their best-performing direct channels, bringing in a large number of bookings from outbound Chinese travelers.
There are more than 400 million total WeChat mini-program users, 170 million of them daily users.
DerbySoft, a company that provides high-performance distribution services across the hospitality sector, used WeChat mini-programs to develop real-time booking and online payment functionality for Club Med and helped the brand tap into China. By connecting Club Med's mini-program to the resort's real-time availability, room rates, and inventory, users can search, book, and make online payments to 16 Club Med resorts across China, Asia, and the Indian Ocean through the WeChat app.
As Olivia Chen, vice president of marketing & omni channel China, at Club Med, explained, "DerbySoft took only three weeks to develop the WeChat mini-program, integrating with Club Med's central reservation system to connect the resorts' real-time available rates and inventory to the WeChat mini-program.Our global customers can search and book any of our resorts by using the mini-program."
Three months after DerbySoft helped Club Med launch the new WeChat mini-program, average monthly traffic had taken off. Traffic increased 40% per month and provided a very high ROI. "The mini-program has led to the rapid growth of our WeChat direct sales, and collaboration with DerbySoft has led to a win-win situation for both sides," said Chen.
Digital Boot Camp Asia, a marketing company that specializes in companies doing business in Asia, asserts that WeChat mini-programs currently have almost limitless potential in China.
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