Heathrow signs on to Weibo to engage Chinese travellers

Heathrow signs on to Weibo to engage Chinese travellers

In a first for UK airports, Heathrow has today launched its presence on Weibo, the social media platform used by over 600 million people across the world.

Commonly referred to as the ‘Chinese Twitter’, Weibo is a microblogging website which allows people to post real-time messages of up to 140 Chinese characters. 

With an estimated 91 per cent of users interacting with Weibo on mobile, the platform is ideal for Chinese passengers who are on the move.

Heathrow’s presence on Weibo is designed to promote UK tourism while also acting as a customer service tool, providing Chinese passengers with real-time information about their airport journey. 

Heathrow’s Weibo presence complements its existing WeChat account which enables one-to-one conversations between passengers and a dedicated airport team.

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Marc Ellams, Heathrow head of passenger communications, said: “We are constantly evolving the way we engage with customers and with inbound tourism from China continuing to rise, having a presence on Weibo is critical if we want to provide the best possible service to our passengers.”

Heathrow’s social media presence on traditional platforms such as Twitter, YouTube, Instagram and Facebook has been a driving force in changing the way customers seek advice, assistance or travel inspiration from the airport. 

The airport’s Twitter account currently holds the record for the number of followers of an airport with 380,000 users subscribed to Heathrow’s feed.

The account has now become a crucial part of the airport’s control centre, delivering real-time customer support as well as providing controllers with a virtual pulse check on the airport’s operation and the real experience of passengers.