Case Study - Beijing in Polish language

Case Study: "Beijing in Polish"

A Marketing Strategy That Helped a Chinese Tour Operator Conquer the Polish Travel Agency Market

Entering the Polish outbound travel market requires more than just competitive pricing; it demands a deep understanding of the local B2B ecosystem. For a leading Chinese tour operator, breaking into the tight-knit network of Polish travel agencies presented a significant barrier to entry. The challenge was clear: excellent logistics on the ground in Beijing were not enough to overcome the communication hurdles and lack of brand trust in Warsaw.

To conquer this market, a fundamental shift in strategy was necessary. This case study outlines the execution of the "Beijing in Polish" initiative—a targeted B2B marketing strategy focused on cultural localization, building credibility, and speaking the language of Polish tourism professionals. Read on to discover how this tailored approach successfully bridged the distance, turning a remote supplier into a preferred partner for Polish agencies.

Client: "Dragon Trail Travel" (name changed) – a renowned Beijing-based tour operator specializing in organizing stays and tours across China for guests from Europe.
Challenge: Despite excellent local knowledge and infrastructure, the client struggled to effectively reach Polish tour operators and direct clients from Poland. Their communication was generic, "European," and not tailored to the specific needs and concerns of the Polish traveler.
Solution: A personalized "China Made in Poland" strategy, based on a deep understanding of the Polish tourism market, building an image as a China expert, and direct networking with key players in Poland.
Results: Secured ongoing partnerships with 5 leading Polish tour operators within a year, increased inquiries from Poland by 400%, and created materials that became the industry standard for Polish travel agents.

Company: Dragon Trail Travel, headquartered in Beijing. The company had 10 years of experience handling European groups, excellent relationships with local hotels and guides, but its clientele consisted mainly of Germans, British, and French.

• Main Problem: The Polish tourism market, although receptive and growing, remained terra incognita for the client. The offers sent out were translated into Polish but failed to account for:

  • Specific Demand of Polish Tourists: Different destinations, budgets, preferences regarding hotel standards, and forms of sightseeing.

  • Fears and Barriers: Linguistic, logistical, and those related to visas and formalities.

  • Reach Channels: The client didn't know which tourist fairs in Poland were key, or which industry media or associations held real influence.

  Key Challenges Identified by Our Agency:

  • Lack of Trust: Polish travel agencies were unwilling to risk cooperation with an unknown supplier from China, without references from the Polish market.

  • Inappropriate Offer: Proposed packages (e.g., luxury hotels in central Shanghai) were too expensive for the average Polish tourist. There was a lack of a "best value for money" offer.

  • Low Online Visibility: The website was not optimized for Polish search engines (Google.pl), and the company had no presence on Polish social media (Facebook, Instagram).

  • Communication Barrier: Lack of a contact person speaking Polish or English with full cultural awareness of Poles.
    
    

Our strategy aimed to position Dragon Trail Travel not as "just another tour operator from China," but as a "reliable, local China expert for the Polish market." It rested on three pillars:

Pillar 1: Positioning Through Education – Become the Expert

• Creating a "China Library": We prepared a series of comprehensive educational materials in Polish, dedicated exclusively to Polish tour operators:

  • Guide to Chinese Visas: Up-to-date, step-by-step procedures considering Polish offices.

  • "China Insider's Guide": A document with tips not found in guidebooks (e.g., how to pay, best apps, local delicacies that would appeal to Poles).

  • Ready-made Tour Descriptions and Presentations for Polish agencies to use on their websites.

• Industry Webinars: We organized a series of webinars for Polish travel agents titled "Sell China with Confidence," led by the director of Dragon Trail Travel.

Pillar 2: Precise Targeting and B2B Relationships

• Market Mapping: We identified 30 key Polish tour operators specializing in long-haul and Asian tourism.

• Personalized Communication: Instead of mass emailing, we prepared personalized messages referencing the specific offer of each travel agency.

• Trade Show Presence: We prepared a professional booth and materials with the client for major Polish tourist fairs (e.g., World Travel Show in Warsaw). We also provided translator support.

Pillar 3: Offer and Communication Adaptation

• "Polonizing" the Offer:

  • Creating "All-Inclusive in China" packages – a format very popular among Poles.

  • Introducing a "cheaper hotel in a good location" option instead of only luxury choices.

  • Promoting destinations popular in Poland (e.g., Great Wall, Terracotta Army, Pandas in Chengdu) as well as niche ones that could be highlighted (e.g., Zhangjiajie – the "Avatar Mountains").

• Social Media Activity (PL): We created and managed the company's profile on Facebook and Instagram, publishing content in Polish focused on China's beauty, but also debunking myths and alleviating concerns (e.g., a post "Is there anything vegetarian to eat in China?").
  

The campaign lasted 12 months:

• Months 1-4: Research and Preparation Phase.

  • Analysis of the Polish market and competition.

  • Creation of all educational materials and the "Polonized" offer.

  • Training the Dragon Trail Travel team on Polish realities and expectations.

• Months 5-9: Active Relationship Building Phase.

  • Launch of a personal email campaign to targeted tour operators.

  • Participation in the World Travel Show.

  • Conducting 2 webinars.

  • Launching and regularly managing social media profiles.

• Months 10-12: Finalization and Optimization Phase.

• Direct online meetings with the most serious leads.

• Implementing offer improvements based on received feedback.

• Publishing case studies of the first successful collaborations.

4. Measured Results (After 12 Months) for Registered user here