SinoTech Group signs deal: To provide PATA members with social media analytics data

The Pacific Asia Travel Association (PATA) has joined forces with the SinoTech Group, a performance-based digital marketing company headquartered in Beijing. The SinoTech Group is known regionally as technology innovators in social media analytics, search marketing and affiliate marketing. These are all areas of marketing having increased impacts within the tourism and hospitality sectors.

A Memorandum of Understanding was signed last week in Beijing by Greg Duffell, chief executive officer, PATA, and Dr Mathew McDougall, founder and chief executive officer of the SinoTech Group.

Duffell considers the partnership to be extremely significant, as there are over 500-million Facebook users across the globe who keep the online world updated about their travels. Blogs, followed by travel forums, are the second and third most popular online tools travellers use to share their experiences. Said Duffell: “With the increased popularity of social media and its powerful impact on sharing a traveller’s experience, it is imperative nowadays for travel-and-tourism marketers to learn how to engage with potential consumers by leveraging this particular online tool.”

Dr McDougall is very pleased with the signing of this partnership, as the group represents a wide range of international and domestic hotel groups, airlines and tourism groups. Said McDougall: “I am excited about entering into this two-year agreement with PATA to provide their members with social media analytics data. It is now widely recognised that social media is having a significant impact on the travel-and-tourism sector, and this is the start of addressing this need for a greater social media understanding."

Source: PATA