Which Digital Platforms Are Transforming Travel for Chinese Tourists?
With 1.08 billion internet users( as of June 2023), China’s digital ecosystem is revolutionizing the way people explore the world. From planning trips to sharing experiences, online platforms have become essential tools for Chinese travelers, shaping every step of their journey. Here’s how key digital platforms are driving this transformation.
The Three Stages of a Traveler’s Journey
For Chinese tourists, the travel experience is divided into three distinct phases:
Pre-Trip Planning:
Social media platforms like Xiaohongshu (Little Red Book) are the primary sources of inspiration. In 2023, over 23 million posts tagged with “travel guides” amassed more than 5 billion views on Xiaohongshu. Online travel agencies (OTAs) such as Ctrip, Qunar, and Fliggy also play a pivotal role, offering comprehensive services for booking flights, accommodations, and other travel essentials.
In-Trip Experience:
During their travels, tourists rely on OTAs to access real-time updates, such as flight schedules and hotel details, ensuring a seamless journey.
Post-Trip Sharing:
After returning home, travelers share their experiences on social media, creating a cycle of recommendations that inspire others to embark on their own adventures.
The Platforms Driving the Change
Douyin: The Short-Form Video Giant
Douyin, China’s answer to TikTok, has emerged as a hub for travel content. In the final quarter of 2023, more than 450 million users engaged with travel-related posts at least five times a month, with 54 million showing a particular interest in international destinations. Post-pandemic, outbound travel has seen a significant surge, especially among younger users aged 18-40, who account for 84.8% of outbound travel enthusiasts.
Xiaohongshu: A Lifestyle Powerhouse
Xiaohongshu has become a go-to platform for travel inspiration, thanks to its vibrant community of content creators. With 300 million monthly active users as of April 2024, over 90% of its content is user-generated. Travel-related posts skyrocketed by 250% in the first half of 2023, while the number of travel bloggers surged by 672%. Collaborative campaigns like “Hong Kong Travel Time Machine,” launched with the Hong Kong Tourism Board, generated over 200 million impressions, showcasing the platform’s ability to boost tourism.
WeChat Mini Programs: Streamlining Travel
WeChat mini programs have transformed how travelers access services. These lightweight apps within WeChat allow users to book flights, hotels, and even duty-free shopping without downloading additional apps. As of May 2023, WeChat mini programs boasted 928 million users, with major OTAs and hotel chains like Marriott and Hilton leveraging the platform to reach a broader audience.
The Bigger Picture
The digital habits of Chinese travelers are reshaping the global travel industry. Platforms like Douyin and Xiaohongshu are not just sources of inspiration but also powerful marketing tools for destinations. Meanwhile, WeChat mini programs are simplifying the travel experience, making it more convenient and accessible.
As China’s digital landscape continues to evolve, brands and destinations must adapt to these trends to stay competitive. By harnessing the power of these platforms, they can tap into the growing demand for personalized, engaging, and hassle-free travel experiences. The future of travel in China is undeniably digital, and the possibilities are endless.
