Chinese travelers are reshaping global tourism, and international hotel brands must adapt or risk falling behind. That was the message from Rikin Wu, CEO of DidaTravel, during his recent talk with global hoteliers at the Arabian Travel Market (ATM) in Dubai.
Wu noted a major shift in both traveler behavior and the travel distribution landscape in China since the COVID-19 pandemic. He warned that hotel groups who fail to respond to these changes could miss out on opportunities in the world’s largest outbound tourism market.
Social Media and Young Travelers Drive Big Changes
Wu explained that younger Chinese tourists are now traveling in new and different ways, influenced by social media trends and digital platforms. Popular apps like Douyin (China’s version of TikTok) and Xiaohongshu (known as Red) are at the center of this change.
New trends include “reverse tourism,” where travelers avoid well-known destinations in favor of hidden gems, and “marathon-style check-ins,” where travelers follow intense, fast-paced itineraries. These behaviors are going viral online and changing how young Chinese people plan their trips.
Three Key Shifts Hoteliers Must Understand
To help global hoteliers navigate this new environment, Dida’s team identified three key changes shaping China’s outbound travel market:
1. B2B Landscape: From Middlemen to Direct Links
The traditional travel agency model is losing ground. In the past, agencies had an advantage because they had more information than customers. But now, more Chinese travelers are planning their own trips and reaching out to hotels directly through social media.
In 2024, China’s outbound travel demand rose 60% year-on-year. At the same time, travelers are no longer finding hotels through standard booking sites alone. Platforms like Douyin and Xiaohongshu are becoming key sources of travel inspiration. One Shanghai-based travel agency reported a 170% rise in brand searches and a 92% increase in customer leads after a campaign on Xiaohongshu.
2. Hotel Marketing: From Price Cuts to Emotional Connection
Travelers are making choices based on what they see online rather than price or hotel ratings. At the early stage of planning, social media is replacing traditional booking channels.
Hashtags like #Citywalk and #ReverseTourism have drawn over 100 billion views. Influencer videos and brand stories are now influencing decisions more than search engine results. According to Dida, 74.3% of Chinese travelers get travel ideas from short videos, while 53% are influenced by social media personalities.
“Authentic and emotional content helps brands stand out online,” said Xu Langui, Dida’s Regional Head for China. “Many hotels now build private communities where they offer exclusive deals and help plan trips.”
3. Travel Motivation: From Comfort to Meaning
Today’s younger Chinese travelers are not just looking for a comfortable hotel. They want unique and emotional experiences. During the 2024 Lunar New Year, many Chinese tourists chose unusual destinations such as places to see the Northern Lights or explore lesser-known cities.
“Emotional value is now the key driver behind travel choices,” Xu added. “People prefer brands that match their dreams and values.”
Dida’s Solution: Digital Strategy and Deep Localization
To help hotels win in China’s complex market, Dida offers a combination of digital marketing and localization. Their two main services include:
Client Insights: Dida’s local teams cover key regions across China. In 2024, the company made over 12,000 client visits and engaged with more than 1,000 top travel accounts, giving it deep knowledge of consumer behavior.
Integrated Marketing and Sales: Instead of treating branding and sales as separate goals, Dida helps hotel partners align both for better results. This approach aims to increase market share while keeping customer acquisition costs low.
One success story comes from ONYX Hospitality Group, a major hotel operator in Southeast Asia. Vice President of Global Sales, Ms. Jihai Kim, said their partnership with Dida helped them better understand the Chinese market and reach customers more precisely.
“Dida’s strategy gave us a full-cycle approach — from gaining visibility to converting sales,” Kim explained. “Thanks to this, our market share in China has grown every year. We’re now focused on using data to target niche markets and build on our success.”
A Unified Digital Strategy Is Crucial
To wrap up his remarks, Wu emphasized the need for a clear and unified strategy to deal with China’s complex digital ecosystem.
“There are 1.4 billion social media users in China, and they’re spread across many platforms,” Wu said. “If you don’t bring all this digital traffic together with a smart strategy, you’ll miss out. But if you do — and you tell stories that match Chinese cultural values — you’ll have a real advantage in the coming years.”
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