ChinaTravelNews – The world’s largest travel platform, TripAdvisor, has unveiled a new official Chinese name Maotuying and an overhaul of its Chinese-language smartphone app and website in a prsentation of its strategic development in China held in Beijing.
TripAdvisor's CEO Stephen Kaufer also outlined initiatives to localize the company's global ratings content and set up a global strategic partnership with the China National Tourism Administration (CNTA).
TripAdvisor’s China brand Maotuying
As the first step to TripAdvisor’s China strategy, its new Chinese name Maotuying was launched under the slogan “See the world from another perspective”. The name change aims to raise TripAdvisor’s brand awareness among Chinese users and create a global and local travel sharing community for Chinese-speaking users around the world.
TripAdvisor uses Chinese user surveys to localize products
Since its establishment in 2000, TripAdvisor has always been committed to its mission of bringing the most accurate and valuable ratings content to travelers, which has earned it global popularity. As TripAdvisor sees China as an important market, the company conducted a series of user studies in the world’s largest source of travelers and chooses to change its Chinese name to Maotuying in July 2015 to meet the preferences of Chinese users. This is the first time TripAdvisor has tailor-made a product change for a single market.
Chinese content localization
TripAdvisor already had over 200 million travel ratings by users in Q1 2015. Tripadvisor has launched a largest scale localization operation ever for its ratings and plans to translate over one million top-rated comments and information of hotels, attractions and restaurants of the most popular destinations within a year.
TripAdvisor will use an army of volunteer translators via cloud translation platform to implement its localization project leveraging the “help each other” concept.
TripAdvisor teams up with CNTA to share data
TripAdvisor recently became a global strategic partner of CNTA and signed agreement on tourism industry big data. It will leverage its global tourism information network and ratings and comments system to offer CNTA ratings and ranking data and analysis on global destinations attractions and hotels, and promote the digitization and globalization of China’s tourism industry.
As the first step in the partnership, CNTA’s official website is using TripAdvisor’s global hotel and attractions ratings and rankings for the first time.(Translation by David)