Travel Marketing Case Study
MARRIOTT VACATION CLUB CAMPAIGN
Marriott Vacation Club offers its members access to premium resorts and curated travel experiences worldwide.
To grow its digital presence in China, the brand worked with Sekkei Digital Group to generate qualified leads, improve online perception, and connect with travelers through performance-driven campaigns and social media channels used by Chinese tourists.
The Challenge
We developed an integrated travel marketing strategy in China designed to boost lead generation, strengthen local brand perception, and improve performance across WeChat and Xiaohongshu.
By combining paid advertising, content marketing, and influencer collaborations, we sustained Marriott Vacation Club’s visibility and engagement.
Our Solutions
We developed an integrated travel marketing strategy in China, combining paid advertising, content, and influencer collaborations to drive leads and engagement on WeChat and Xiaohongshu.
WeChat Content Marketing
- Developed localized WeChat articles highlighting destination appeal, lifestyle experiences, and membership benefits to educate readers and encourage longer engagement.
WeChat Moments Ads
- Launched WeChat Moments ad campaigns to drive high-intent visibility and lead generation.
- Targeting and creative optimization were continuously refined to improve CTR and reduce CPL while maintaining scale.
Xiaohongshu Content Marketing
- Supported Xiaohongshu content distribution with platform-native posts showcasing premium travel experiences to reach lifestyle-focused audiences and strengthen brand perception.
Influencer Marketing
- We managed influencer-driven campaigns with selected 30 KOLs and KOCs, overseeing sourcing, content guidelines, and performance tracking.
The Results
The combined campaigns delivered great improvements in lead generation, engagement, and efficiency across platforms. Paid media and influencer-driven efforts worked together to increase visibility while reducing acquisition costs and driving measurable performance.
1,630
leads generated in 7 weeks
–64.5%
CPL compared to the first ad round
0.41%
average CTR (industry average: 0.2%)
1.2M+
total views on Xiaohongshu
14,000+
total engagements on Xiaohongshu
Related Travel Marketing Projects
Explore how global travel and hospitality brands drive leads, engagement, and bookings through targeted digital campaigns across China’s key digital platforms.
SDG executed a brand awareness campaign for the Region of Valencia, targeting Chinese travelers across Mafengwo, WeChat, and Weibo. The strategy highlighted the destination’s culture, coastline, and landmarks, driving large-scale impressions, strong click-through rates, and sustained interest in travel to the promoted destination.
Our work with Courtyard by Marriott Colombo combined WeChat content marketing and Ctrip ads to build brand visibility and generate bookings. The campaign led to 373 nights booked, 100,000+ impressions, and a strong local and international guest connection through culturally relevant content.
Related Services
SDG Expertise in Focus
Explore Sekkei Digital Group’s recommended strategies for foreign brands executing travel marketing in China.
TRAVEL MARKETING IN CHINA FOR FOREIGN BRANDS
Chinese travelers plan across social platforms, search engines, and OTAs long before they confirm a booking.
Designed around these user behaviors, our campaigns help foreign brands build relevance across the channels local tourists use to research, validate, and plan outbound trips.
Get in touch!
Ready to Plan Your Next China Travel Marketing Campaign?
