4 platforms hotel should use to maximize bookings in China
If you are an hotel owner and search to boost your booking from China, this short article is for ou
Alright, let’s cut to the chase on where you need to be to crush it with Chinese travelers. If you’re a hotel looking to drive bookings and get serious visibility in China, here are the platforms you can’t ignore:
- Ctrip (aka Trip.com) – This is a non-negotiable. Ctrip dominates travel bookings in China. If you’re not on it, you’re missing out on the biggest piece of the Chinese tourism pie. Listings here give you instant credibility because, let’s be real, Chinese travelers trust Ctrip for everything travel-related.
- Little Red Book (Xiaohongshu) – Think of this as China’s Pinterest-meets-Instagram with a heavy focus on lifestyle and aspirational content. If you want visibility among younger, affluent Chinese tourists, get your hotel here. Post user-generated content, reviews, and visually-driven stories that show why your hotel is an experience and not just a place to sleep.
- Mafengwo – This is like the Chinese TripAdvisor on steroids. It’s where users go to find travel guides, recommendations, and in-depth reviews. You need to get those glowing reviews on Mafengwo, because when Chinese tourists plan, they’re scrolling through here. Think credibility and trust—it’s everything.
- Douyin (TikTok in China) – Douyin is massive for visibility. We’re talking about short, addictive video content that lets you show off your hotel’s best features. Showcase the vibe, the amenities, the view—whatever makes your hotel pop. And remember, if you’re not creating engaging, thumb-stopping content, you’re not in the game.
- Your Website Optimized for Baidu – Google doesn’t cut it in China, so your website better be Baidu-ready. That means Mandarin content, fast-loading pages, and relevant keywords. Get this right, and you’ll grab organic traffic from Baidu searches, driving direct bookings without paying middlemen.
Sumup if you want to maximize bookings and visibility in China, you’ve got to go all-in on these platforms. Each one hits a different angle, from credibility to social proof to direct sales, and if you’re missing any of them, you’re leaving money on the table.
Ctrip, now known as Trip.com, is one of China’s leading online travel agencies (OTAs), offering a comprehensive platform for hotel bookings, flights, and other travel services. For hotels aiming to attract Chinese tourists, establishing a presence on Ctrip is essential. Here’s an in-depth look at how to utilize Ctrip effectively, including its commission structure and operational insights.
Understanding Ctrip (Trip.com):
Founded in 1999, Ctrip has evolved into a global travel service provider, rebranding as Trip.com to reflect its international expansion. The platform boasts a vast user base, particularly among Chinese travelers, making it a pivotal channel for hotels seeking to tap into this market.
How to List Your Hotel on Ctrip:
- Registration:
- Sign Up: Visit the Trip.com extranet and create an account. This portal allows hotel owners to manage their property listings directly. Little Hotelier
- Property Details: Provide comprehensive information about your hotel, including location, amenities, room types, and high-quality images.
- Contract Agreement:
- After submitting your property details, you’ll enter into a contract with Trip.com. This agreement outlines the terms of your partnership, including commission rates and payment schedules.
- System Integration:
Commission Structure:
Trip.com operates on a commission-based model, charging hotels a percentage of each booking made through their platform. While specific rates can vary based on negotiations and property specifics, industry averages for OTAs range from 15% to 30%.
Operational Insights:
- Rate Management: Maintain competitive pricing by regularly updating your rates. Utilize Trip.com’s extranet to adjust prices based on demand, seasonality, and special promotions.
- Availability Control: Ensure your room availability is accurately reflected on Trip.com. This can be efficiently managed through a channel manager, which synchronizes your inventory across multiple platforms.
- Content Optimization: High-quality images and detailed descriptions enhance your property’s appeal. Highlight unique features and amenities that cater to Chinese travelers, such as Mandarin-speaking staff or traditional Chinese breakfast options.
- Guest Engagement: Monitor and respond to guest reviews on Trip.com. Engaging with feedback demonstrates your commitment to customer satisfaction and can positively influence potential guests.
Benefits of Partnering with Ctrip:
- Market Reach: Access to a vast network of Chinese travelers actively seeking accommodations.
- Marketing Support: Opportunities to participate in promotional campaigns and gain featured placements on the platform.
- Analytics: Access to performance data and insights to inform your marketing and operational strategies.
Conclusion:
Leveraging Ctrip as a distribution channel can significantly enhance your hotel’s visibility among Chinese tourists. By understanding its operational framework and effectively managing your property listing, you can optimize bookings and build a strong presence in the Chinese travel market.
Tiktok Douyin… the game Changer
Douyin (the Chinese version of TikTok) is an incredibly powerful tool for hotel management, especially for attracting the Chinese market. With its massive user base and content-driven platform, Douyin offers a unique way to showcase your hotel’s personality, amenities, and experiences, ultimately driving brand awareness and bookings.
Here’s a deep dive into how to effectively use Douyin for hotel management, including setup, strategies, and best practices.
Why Douyin for Hotels?
Douyin has over 600 million daily active users in China, making it one of the most popular social media platforms in the country. The platform specializes in short, engaging video content, which provides an ideal way for hotels to show off their unique features, share guest experiences, and highlight nearby attractions. It’s all about visually connecting with potential guests and inspiring them to book through powerful storytelling.
How to Set Up a Douyin Account for Your Hotel
- Business Registration:
- Start by setting up an official business account on Douyin. This lets you access extra features like analytics, advertising options, and a verified badge, all of which add credibility to your brand.
- Complete Your Profile:
- Use your hotel’s logo as the profile picture, write a concise bio that highlights your unique selling points, and include a link to your hotel’s booking page or official website. If possible, add QR codes for direct access to your booking page or payment options.
- Get Verified:
- Verification adds legitimacy and helps potential guests feel more confident in booking with you. Follow Douyin’s verification steps to register your hotel officially.
Key Strategies for Hotel Marketing on Douyin
- Create Engaging Content:
- Room Tours: Show off your rooms in quick, visually appealing videos. Focus on unique features (like city views, luxurious decor, or amenities) to make an impression.
- Guest Experience: Share stories of happy guests or create content around popular guest activities and experiences.
- Amenities Showcase: Highlight facilities like your pool, gym, spa, or restaurant to showcase your hotel’s luxury or family-friendly appeal.
- Local Attractions: Make short videos about nearby tourist spots, shopping areas, or dining recommendations. It positions your hotel as the perfect base for exploring.
- Partner with Influencers (Key Opinion Leaders – KOLs):
- Find Douyin influencers who align with your hotel’s image and target demographic. Influencers can create authentic, engaging content about their stay and experiences, helping boost your reach and credibility. Look for micro-KOLs who have niche followings related to travel or hospitality.
- Use Douyin Ads:
- In-Feed Ads: Short videos that show up in users’ feeds. Use these to showcase your hotel’s best features and call viewers to action (like visiting your booking page).
- Challenge Ads: Run branded challenges that encourage users to create their own content featuring your hotel or a specific theme, increasing engagement and reach.
- TopView Ads: A premium ad that appears when users open the app, ensuring maximum visibility. This can be ideal for special offers or brand launches.
- Leverage Livestreaming:
- Host live tours, Q&A sessions, or interactive events where viewers can experience your hotel in real time. Offer exclusive booking discounts for viewers or run limited-time offers during these streams to drive immediate bookings.
- Create Interactive Content with AR Filters:
- Douyin offers augmented reality (AR) filters and effects that allow users to interact with your brand in fun ways. You could create a filter that “transports” users to your hotel, showcases your decor, or adds elements from your surroundings.
- Promote Special Offers and Packages:
- Use Douyin’s platform to share flash deals, holiday packages, or loyalty programs to encourage bookings. Make these offers exclusive to Douyin followers to drive engagement and create a sense of exclusivity.
- Engage Actively with Comments and Messages:
- Monitor comments on your videos and respond in a timely and friendly manner. Active engagement helps build trust and makes your brand feel more approachable. Use this opportunity to answer questions about your property, amenities, or nearby attractions.
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Analytics and Insights on Douyin
Douyin’s business account gives you access to detailed analytics on views, shares, likes, and follower demographics. Use this data to understand what type of content performs best and refine your strategy accordingly. Pay attention to when your audience is most active and schedule your posts to go live at those times for maximum engagement.
Benefits of Using Douyin for Hotel Marketing
- High Engagement: Douyin’s short-form video format naturally encourages higher engagement, keeping viewers interested and increasing brand awareness.
- Visual Storytelling: The platform is perfect for visually showcasing your hotel’s unique experiences, helping potential guests imagine themselves there.
- Direct Consumer Interaction: With features like comments, messages, and livestreaming, Douyin enables direct interactions, building a relationship with potential guests before they even arrive.
- Influencer Power: Douyin’s extensive influencer ecosystem allows you to leverage trusted voices to market your hotel authentically.
Tips for Success on Douyin
- Consistency: Post regularly to stay on followers’ radars. Aim for at least 2-3 videos per week, and experiment with different types of content to see what resonates most.
- Authenticity: Douyin users appreciate authenticity, so avoid overly staged videos. Real guest testimonials, authentic room tours, and staff introductions work well.
- Adapt to Trends: Keep an eye on trending hashtags, music, and challenges on Douyin. Incorporate these trends into your content to increase reach and relevance.
Using Douyin for hotel marketing is a strategic move to attract Chinese travelers and increase visibility in China’s massive social media landscape. From creating engaging content and working with influencers to using targeted ads and livestreaming, Douyin offers a unique way to build brand loyalty and drive bookings. By tapping into Douyin’s powerful tools and analytics, hotels can connect with potential guests on a personal level, helping to turn followers into future guests.
The instagram of China
Xiaohongshu (Little Red Book) and why it’s an absolute goldmine for hotels looking to connect with Chinese travelers. Red Book is the platform where people go to discover, share, and get hyped about brands they trust. It’s like if Instagram and Pinterest had a baby that was obsessed with quality and aspirational living, and the impact it can have on your hotel’s bookings is massive. Here’s how to dominate it:
Why Xiaohongshu is Huge for Hotels
Red Book’s got 300+ million users, and we’re talking a community that’s highly active, loves premium experiences, and trusts real recommendations. Users are diving into this app for travel inspo, hotel reviews, destination guides, and luxury finds. If you want to be seen as the go-to hotel for Chinese tourists, you need to be on Xiaohongshu.
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Here’s How to Crush It on Red Book as a Hotel
- Build an Authentic, Aspirational Profile
- First things first, set up a verified business account for credibility. Then, make your profile pop! High-quality visuals are everything here—show off those room views, lobby vibes, dining experiences, and make your place look like the dream stay everyone’s missing out on.
- Post Killer Content Regularly
- Consistency is key. Post twice a week, minimum, with visuals that capture your hotel’s vibe. Share room tours, amenities, the local scene—whatever makes your place shine. Red Book users love honest, well-shot content that helps them see themselves there. Make it more than just a place to stay; show them it’s an experience.
- Tap into User-Generated Content (UGC)
- Encourage guests to post about their stay and tag you! UGC is huge on Red Book—people trust it way more than traditional ads. When real guests are sharing your hotel and tagging you, it builds social proof. Offer incentives like discounts or upgrades for guests who share their experience on Red Book.
- Work with Chinese Influencers (KOLs)
- Find influencers (Key Opinion Leaders) who match your brand style and work with them to showcase your hotel. This isn’t just about follower count; it’s about finding someone with a loyal following that fits your target guest. Influencers on Red Book can do hotel tours, day-in-the-life experiences, and honest reviews that will get their audience excited about your place.
- Create Story-Driven Posts
- Red Book is all about storytelling. Don’t just show a picture of your pool—share why it’s special, the vibe around it, or even a guest story that makes it come to life. Talk about the local food you serve, the views, the sunsets. Make people feel the experience and imagine themselves there.
- Showcase Local Experiences
- Chinese travelers love exploring local culture, so show off your city or region. Post guides to nearby attractions, scenic spots, local restaurants, or even cool activities around your hotel. Make your hotel the “it” spot for travelers who want to dive into the authentic side of the area.
- Run Promotions Exclusively on Red Book
- Offering a special discount or package just for Red Book users? Perfect. Post it and make it exclusive to followers. This not only drives bookings but makes your Red Book audience feel valued. And if you want to add some fire, create a limited-time offer to drive urgency.
- Leverage Hashtags and Keywords
- Just like anywhere else, hashtags and keywords matter. Research popular travel-related and location-specific hashtags on Red Book, and use them wisely in your posts. You want to be discoverable, so make sure you’re popping up when users are searching for inspiration in your area.
- Encourage Reviews and Engagement
- Don’t be shy—ask your guests to leave reviews on Red Book! Engaging with your customers here makes a big difference. Reply to comments, answer questions, and thank people for sharing their experience. You’re not just building a guest relationship—you’re building a community.
- Check Out the Analytics
- Red Book’s analytics show you what’s working and what’s not. Keep an eye on your post performance, see which content gets the most engagement, and adjust based on real data. This is how you refine your strategy and keep things fresh.
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