What Chinese support tool do hotels use to improve communication?
If you’re serious about pulling in Chinese tourists, Mandarin-language support on your digital channels isn’t just a nice-to-have—it’s an absolute must.
Chinese travelers expect you to meet them where they are, and here’s how you do it right:
- WeChat – Let’s start with the basics. WeChat is EVERYTHING in China. It’s not just a messaging app; it’s their lifeline. Chinese travelers, tour operators, even business partners—they’re all on it every single day. You want to build relationships? You want to communicate? Get on WeChat and use it for daily messaging, customer service, and updates. Your hotel should have an official account, and you should be active. Answer questions, send booking confirmations, provide tips for their stay—WeChat is where the conversation is happening, so make sure you’re part of it.
- WeCom – Now, here’s something a lot of people overlook. WeCom is the business version of WeChat. It’s got all the benefits of WeChat but with added features for team management, customer relationship management, and direct integrations with the main WeChat app. Think about this: you can use WeCom to set up professional, organized communication with tour operators and travel partners, with internal chat channels, direct links to your sales or service teams, and the ability to track everything. If you want to work at scale, WeCom is where it’s at.
- Visual Appeal on Red Book – Chinese travelers are all about visuals and trust, which means your content needs to be on-point and aspirational. Red Book (Xiaohongshu) is where you show off beautiful images that scream, “You NEED to stay here!” Post pictures that highlight your property’s unique vibe—stunning views, local flair, gorgeous decor. You want them to look at those photos and picture themselves there. And remember, Chinese travelers are savvy—they don’t just want generic shots; they want authenticity and something they can relate to. Show it off on Red Book, and keep it real.
- Douyin for Video Content and Awareness – Douyin is powerful for brand awareness and trust. Chinese travelers are using Douyin to discover new places, get recommendations, and see what’s worth their time. If you’re not creating videos, you’re missing out. Give them room tours, share clips of your amenities, showcase the vibe, the food, the views—get them excited! You don’t need a Hollywood production here; you need short, punchy, real videos that give a taste of the experience you’re offering.
SO… The biggest mistake hotels make…
The biggest mistake hotels make is thinking that just having a website in Mandarin is enough. It’s not. You need to be fully present on their daily channels with Mandarin-language support. WeChat for conversation and relationship-building, WeCom for organized business connections, Red Book for that visual inspiration, and Douyin for video content that actually engages them.
Meet Chinese travelers on their terms, speak their language—literally and culturally—and don’t just wait for them to find you. Make yourself impossible to ignore by showing up on the platforms they’re glued to every day. This is the game.
WeChat—this isn’t just an app; it’s the Swiss Army knife of Chinese business communication. If you want to reach Chinese consumers, tourists, or business partners, you have to understand how to use WeChat like they do.
Here’s the full playbook:
1. WeChat Isn’t Just Chatting—It’s a Business Hub
In China, WeChat is way beyond just messaging. It’s a one-stop platform where people handle everything—work communication, payments, shopping, and even brand discovery. Think about it like this: WeChat is a mix of WhatsApp, Facebook, Instagram, PayPal, and even Shopify, all rolled into one. This is why Chinese businesses rely on it every single day. It’s integrated, it’s trusted, and it’s the default for all types of communication.
2. Professional WeChat Accounts for Brands and Businesses
If you’re a business trying to build a reputation in China, you need a WeChat Official Account—no excuses. These are like professional pages on steroids. An Official Account gives your business a verified presence, which boosts trust, and lets you do things you can’t with a personal account. Here’s what you get:
- Broadcast Messaging (like a Newsletter): With an Official Account, you can send regular updates directly to your followers. It’s like a newsletter but delivered right into the inbox of your audience on WeChat. This is perfect for sharing exclusive offers, new services, event updates, or even travel tips. And because it’s WeChat, people actually read these updates. You can even automate messages, so you’re consistently connecting with your audience.
- Rich Content Formats: You’re not limited to text—Official Accounts support articles, images, videos, links, and custom buttons, so you can get creative. It’s a huge way to share value with your audience and keep them engaged with your brand.
- In-App Store and Payments: This is a game-changer. You can integrate payments directly into your WeChat Official Account. People can book, buy, or pay directly through the app, which is massive for hotels and tourism businesses wanting to make the buying process seamless.
3. WeChat Channels for Video Content
WeChat Channels is a newer feature that brings video content right into WeChat’s ecosystem. Think of it like a mix of Instagram Stories and TikTok but within WeChat. This is where you can post short, engaging videos—room tours, behind-the-scenes content, even Q&A sessions.
- Why It Matters: Video content is huge in China, and WeChat Channels lets you keep viewers engaged without having to send them to another app. Chinese consumers love seeing authentic, visual content that gives them a taste of what you’re offering. If you’re a hotel, this means room views, dining experiences, the pool area, local attractions—show it all off in bite-sized videos that create serious FOMO.
- Visibility: Videos posted to WeChat Channels can be shared, liked, and commented on, which gets them seen by a larger audience. It’s a huge way to grow awareness and make people feel a connection with your brand.
4. WeChat Mini Programs: Your Brand’s Own App within WeChat
Mini Programs are basically little apps that live within WeChat. For hotels, a Mini Program can be a total game-changer because it lets you do almost anything an app could do—without requiring users to download anything. With a Mini Program, you can:
- Offer Direct Bookings: Guests can book rooms directly through your Mini Program, making it seamless and instant.
- Show Local Guides: Create a section with recommendations for restaurants, attractions, and activities nearby.
- Run Promotions: Use your Mini Program to run special deals exclusively for WeChat users.
- Gamify the Experience: Offer loyalty programs, rewards, or incentives within the Mini Program to keep users coming back.
5. Customer Service on WeChat—Instant and Personal
The beauty of WeChat is that it’s immediate. Chinese customers expect fast responses, and WeChat lets you chat with them in real time. This is critical for building trust and handling inquiries on the spot.
- WeCom for Businesses: If you’re managing a team, WeCom (the business version of WeChat) makes it easy to have multiple team members handling inquiries, customer support, or any on-the-go needs. It keeps everything organized and professional, while integrating seamlessly with WeChat, so you’re right where your customers already are.
6. Moments—Building Brand Awareness
WeChat Moments is the equivalent of a news feed, where people share photos, articles, videos, and updates. For businesses, this is prime real estate for advertising.
- Ads on Moments: You can run targeted ads that appear in people’s Moments, which is like scrolling through Instagram. With a well-crafted ad—whether it’s a beautiful image of your hotel, a video tour, or a special offer—you’re putting your brand directly in front of a high-intent audience.
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