The study, published by China Edge, a UK luxury retail and travel consultancy brand, said that while Chinese social media use has grown significantly in recent years, its social media platforms are being neglected by London hotels.
China Edge surveyed the Chinese social engagement of 102 hotels in London, including 87 five-star and 15 four-star properties. Only six of the properties had registered accounts with the popular Sina Weibo, and none had WeChat accounts.
Additionally, three of the other hotels repost the same content from all three accounts as opposed to generating original content.
These two social media platforms are China’s largest, with 500 million users and 400 million users respectively. There were 97 million outbound Chinese travellers in 2013, this number is expected to reach 100 million in 2014.
Only one hotel, The May Fair Hotel, posts regularly, and occasionally assesses its competitors’ marketing campaigns.