Full 2025 Guide to understand this crazy market, 90% of bookings for China tourism, Dominance of Online in China and digital in the travel industry.
China’s OTA market is one of the largest and most booming market in the world, driven by a tech-savvy Chinese consumers, a growing middle class, and a robust domestic tourism sector.
Key Data on the OTA Market in China
- Market Size: The Chinese OTA market was valued at approximately $150 billion in 2023, with continued growth expected in the coming years.
- Dominant Platforms: Major players like Ctrip (Trip.com Group), Qunar, Fliggy (Alibaba’s travel platform), and Mafengwo dominate the landscape.
- Mobile Penetration: Over 80% of bookings are made via mobile apps, highlighting the importance of mobile-first strategies.
- Domestic Travel Focus: Domestic tourism accounted for 90% of OTA bookings in recent years, driven by China’s “zero-COVID” policies and a strong preference for local travel experiences.
- Adventure and Niche Travel: Younger consumers (Gen Z and Millennials) are increasingly booking personalized and adventure-oriented travel experiences.
Trends in the Chinese OTA Market
1️⃣ Rapid Recovery of Domestic Travel
- With loosened travel restrictions, the domestic travel market has seen a strong rebound, with travelers seeking unique and off-the-beaten-path destinations.
- Rural tourism and eco-tourism are trending as consumers seek more meaningful travel experiences.
2️⃣ Short-Haul Travel Dominates
- Weekend getaways and short-haul trips have surged in popularity, driven by flexible work arrangements and pent-up demand.
3️⃣ Rise of “Travel +” Experiences
- Consumers are looking for more than just transportation and accommodation. OTAs are expanding to offer bundled experiences such as dining, entertainment, and cultural tours.
4️⃣ Influencer-Driven Travel
- Platforms like Douyin and Xiaohongshu heavily influence travel decisions, with OTAs integrating KOL content into their offerings.
- User-generated content showcasing real travel experiences is becoming a key driver for bookings.
5️⃣ Seamless Tech Integration
- Advanced technologies like AI and big data are being used to personalize travel recommendations.
- OTAs are adopting voice search, chatbots, and real-time booking capabilities to enhance user experience.
6️⃣ Expansion of Cross-Border Travel
- As international travel resumes, OTAs are heavily promoting cross-border destinations, especially in Southeast Asia and Europe, to cater to outbound travelers.
7️⃣ Loyalty Programs and Ecosystem Play
- OTAs like Ctrip are building comprehensive ecosystems by integrating hotels, flights, car rentals, and local services, incentivizing repeat bookings through loyalty programs.
Key Takeaways for Businesses in the OTA Space
- Focus on Mobile Optimization: With the majority of bookings happening on mobile, a seamless app experience is critical.
- Leverage Social Commerce: Collaborate with influencers and integrate content marketing into platforms like Douyin and Xiaohongshu.
- Offer Personalization: Use data-driven insights to curate travel packages that cater to specific demographics and preferences.
- Promote Sustainability: Highlight eco-friendly travel options to tap into the growing demand for responsible tourism.
- Strengthen E-Commerce Capabilities: Integrate payment solutions like WeChat Pay and Alipay to simplify transactions.
Top 10 Famous OTAs in China
Here are the most popular Online Travel Agencies (OTAs) in China, known for revolutionizing how Chinese travelers plan, book, and experience their trips:
1. Ctrip (Trip.com Group)
- Overview: China’s largest OTA and a global leader in travel services. Ctrip offers flights, hotels, train tickets, tours, and car rentals.
- Why It’s Popular: Known for its comprehensive offerings and user-friendly interface. It also provides services in multiple languages for international travelers.
2. Qunar
- Overview: A subsidiary of cTrip.com Group, Qunar focuses on price comparisons for flights, hotels, and vacation packages.
- Why It’s Popular: Offers competitive pricing and is favored by budget-conscious travelers.
3. Fliggy (Alibaba’s Travel Platform)
- Overview: Fliggy, under the Alibaba Group, is a platform where users can book flights, hotels, and tickets for attractions worldwide.
- Why It’s Popular: Seamless integration with Alipay for payments and loyalty points from Alibaba’s ecosystem make it a convenient choice.
4. Mafengwo
- Overview: A community-driven platform specializing in user-generated travel content, guides, and reviews. Mafengwo.cn
- Why It’s Popular: Known for detailed itineraries and insights from real travelers, making it a go-to for self-guided trip planning.
5. Tongcheng-Elong
- Overview: A leading OTA for transportation and accommodation bookings, particularly popular in smaller cities and rural areas.
- Why It’s Popular: Its affordability and partnerships with local travel services appeal to travelers in Tier 2 and Tier 3 cities.
6. Meituan Travel
- Overview: Part of Meituan, China’s super app for food delivery and services, Meituan Travel offers hotel bookings, tickets, and group tours.
- Why It’s Popular: Convenient for users already on Meituan for other services, with competitive deals on local travel. meituan
7. Tuniu
- Overview: Focuses on vacation packages, including group tours and customized travel solutions for domestic and international destinations. Tuniu.com
- Why It’s Popular: Its wide range of packages and strong offline customer support network make it a reliable option.
8. LY.com
- Overview: LY.com specialist in theme park tickets, attraction bookings, and transportation services.
- Why It’s Popular: Known for discounts and easy access to popular tourist attractions across China.
9. Baidu Travel
- Overview: Baidu Travel leverages Baidu’s search engine data to provide curated travel content and booking options.
- Why It’s Popular: Integration with China’s leading search engine gives it strong visibility and personalized recommendations.
10. LVmama
2 factors explain the booming of online travel business
With the structure of China’s online travel market is increasingly stable, this means the proportion of online airline booking is declining in fluctuation.
There is one obvious reason that with the improvement of Chinese people’s live standards, they are more likely to pursue leisurely vacations rather than the routine scenic spot sightseeing. On the other hand, technology is evolving and enhancing at a high speed, such as the tourists can arrange almost every preparation online before the tour, like booking the ticket in the online shop; tourists also can travel faster by high-speed rail.
How to dominate online travel market in China?
Localize for the Chinese Audience
It is initial establish the official website and make it visible on the top of the list you can search on Baidu through keywords. However, it is important to realize that the ways of thinking differ from Western people to Chinese people.
Only establishing a website in China with localized content can attract more and more Chinese people. So it is essential to work with the Chinese team to work on the Chinese version of the agency, which can bring more and more traffic and clicks.
Better to adapt your communication, avoid emails in China use WeChat instead
GMA used to work with more than 300 International tourism agencies such as Aiguemarine Paris, Tour from Bali, CroisiEurope, Only Lyon…..
We are the leader in the Digital Tourism Industry.
Invest Seo on Baidu
It is very effective to do the marketing and advertise through search engines. Among lots of search engines, Baidu is the only one Chinese people think first and widely utilized by Chinese people, which is by far the most powerful leader in the Chinese search engine market, with nearly 80% market share.
For an instance, GMA helped Tourism in Peru enter the Chinese market. Tourism in Peru makes up the nation’s third-largest industry, behind fishing and mining. GMA and the Peru Tourism Bureau team are responsible for managing China’s tourism promotion activities. The purpose is to increase Peru’s popularity as a tourist and leisure destination in China, increase Chinese tourists’ visits to Peru and experience Peru’s exotic culture.
GMA resolved to adopt several solutions to help it with its reputation, such as PPC Campaign, gaining E-Reputation, and SEO on Baidu. Eventually, GMA helped Tourism in Peru achieve its first ranking on Baidu page and increased its visibility on the search engine.
Use SEM at the beginning
Because the target customers are basically Chinese tourists, your travel agency website need to be visible on SEO when people use some Mandarin keywords to do the research. It is also a good way to rely on PPC. The effectiveness of PPC depends on the sector, often either high-value investments or relatively low-scale purchases will thrive on Baidu PPC, like some travel agencies…
Chinese Social media platforms for Tourism
As Chinese people cannot leave without social media nowadays, advertising on various Chinese social media platforms is very effective.
Top Social Media Platforms for Tourism in China
China’s digital landscape is unique, and for tourism businesses looking to attract Chinese travelers, leveraging the right platforms is crucial.
The top social media platforms for tourism in China and tips on how to use them effectively.
1️⃣ Xiaohongshu (Little Red Book)
Introduction:
- Xiaohongshu is a highly visual social commerce platform where users share travel tips, lifestyle content, and product reviews.
- It is a trusted platform for travel inspiration, especially among Millennials and Gen Z.
Key Data:
- Over 200 million monthly active users.
- 70% of users are female, primarily aged 18-35.
- Tourism-related content, such as destination guides and travel tips, is one of the most popular categories.
Tips to Use Xiaohongshu for Tourism:
- Create Visual Content: Post high-quality images and short videos showcasing attractions, accommodations, and experiences.
- Partner with KOLs and KOCs: Collaborate with influencers to share authentic reviews of your destination or service.
- Use Trending Hashtags: Incorporate hashtags like #旅游攻略 (Travel Guide) or #目的地推荐 (Destination Recommendations) to increase discoverability.
- Highlight Unique Experiences: Post content about niche or unique activities that resonate with adventure seekers or luxury travelers.
2️⃣ Douyin (China’s TikTok)
Introduction:
- Douyin is China’s leading short-video platform, perfect for showcasing dynamic, engaging travel experiences.
- It excels at viral marketing and storytelling through visual content.
Key Data:
- Over 700 million daily active users.
- Users spend an average of 90 minutes per day on the platform.
- Travel-related content attracts millions of views, with live streaming playing a key role in engagement.
Tips to Use Douyin for Tourism:
- Create Short, Engaging Videos: Highlight exciting moments, such as scenic drone shots, cultural events, or food experiences.
- Run Live Streams: Host real-time tours of destinations, allowing viewers to interact and ask questions.
- Leverage Challenges and Trends: Use trending sounds and filters to create relatable, shareable content.
- Collaborate with Travel Vloggers: Partner with influencers who specialize in travel to showcase your destination to their followers.
3️⃣ WeChat
Introduction:
- WeChat is an all-in-one platform combining social media, messaging, and e-commerce.
- It is ideal for engaging travelers throughout their journey, from research to booking and post-trip sharing.
Key Data:
- Over 1.26 billion monthly active users.
- 80% of Chinese travelers use WeChat to plan their trips.
- Popular for Mini Programs and in-app payments.
Tips to Use WeChat for Tourism:
- Create an Official Account: Share destination guides, promotions, and news updates to engage followers.
- Develop Mini Programs: Build mini apps for travel booking, destination information, or itinerary planning.
- Leverage WeChat Pay: Offer seamless payment options for bookings and in-destination purchases.
- Push Notifications: Send updates about events, special deals, or travel tips directly to users.
4️⃣ Mafengwo
Introduction:
- Mafengwo is a specialized platform for travel reviews, user-generated content, and itineraries.
- It functions as a travel community, where users share personal experiences and recommendations.
forums of independent travellers
If you want to know what is on Chinese minds about traveling, it is better to check the local online forums. The most popular of these forums for discussion based on travel at present is TuNiu.
Even small pieces of information can be useful, as Chinese tourists are very difficult. For example, 2017 there was an unexpected increase of 3,500% in the number of tourists traveling to Morocco from China. Indeed, images have been published on Weibo showing groups of Chinese tourists taking photos in Morocco. Subsequently, there was a sudden influx of Chinese tourists into Morocco.
Key Data:
- Over 130 million users.
- More than 5 million travel guides and 10 million reviews on the platform.
- A favorite for self-planned travelers seeking detailed insights.
Tips to Use Mafengwo for Tourism:
- List Your Services: Ensure your destination, hotel, or attraction is listed on the platform with complete details.
- Encourage Reviews: Invite visitors to leave detailed reviews about their experiences.
- Advertise on Mafengwo: Use targeted ads to reach users searching for related destinations or services.
- Contribute Content: Publish travel guides, itineraries, and tips to establish authority and visibility.
Key Takeaways
- Xiaohongshu (Little Red Book): Perfect for visual storytelling and building trust through influencer collaborations.
- Douyin: The go-to platform for viral, short-form video content and live engagement.
- WeChat: An all-in-one tool for managing customer relationships, from awareness to bookings.
- Mafengwo: Ideal for reaching self-guided travelers with detailed reviews and itineraries.
💡 Pro Tip: Combine these platforms for an integrated digital marketing strategy. For example, use Douyin for buzz, Xiaohongshu for inspiration, WeChat for bookings, and Mafengwo for reviews and reputation.
Weibo used to be popular sharing images and content with a wider audience. It is not effective anymore
Work with influencers, Yes or No
Influencers have become a powerful tool for tourism marketing in China. Many influencers command thousands of followers on Chinese social media platforms. They will share your messages with their fans and write articles about your company. Chinese customers tend to trust the opinions of these influencers more.
Problem Cost: 5k$ average spending.
Promote in right time
The Chinese do not have the same holiday periods as in the West. The Chinese actually have several major holidays throughout the year. Although there are many long weekends during the year, there are two major holiday periods:
The first is the Chinese New Year. During the Chinese New Year, most people in China go home to celebrate with their families but more and more choose to travel instead. The second festival is the national holiday. If one counts both domestic and international travel, then nearly 600 million Chinese were on vacation during this period the last annex.
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2 comments
Armando
Hello there im looking to list my business in the Chinese OTA market, can you guys help?
Olivier VEROT
Hello.
YEs sure we can help you I send you an email