Hotel reviews in China, super important for to get clients
Let’s talk real business here. Hotel reviews in China are beyond important — they’re make-or-break for your property. If you want to work with Chinese travelers, you need reviews, and you need a lot of them. It’s not optional. It’s the foundation of your reputation in this market.
A few numbers to put this in context. According to Ctrip’s 2024 Travel Report (Ctrip.com), 78% of Chinese travelers read at least 10 reviews before booking a hotel abroad. Mafengwo data shows that properties with 50+ reviews on their platform convert 3x better than those with fewer. And Xiaohongshu hotel posts with real guest photos get 4 times more saves than professional brand content. The message is clear: reviews drive bookings, and your Chinese guests are the ones writing them.
Why reviews matter so much in China
1. Social proof is everything
Chinese travelers live and breathe by reviews. They don’t want to be the first to try your place. They want to know that other people, people like them, have been there, loved it, and had a great experience. This is true for every type of traveler, from luxury seekers to budget explorers. Reviews build trust faster than any ad campaign ever could.
2. Real reviews beat everything else
You can try shortcuts, but real reviews from real people will always work better. Chinese consumers are sharp. They can spot fake reviews fast and that can backfire hard. Don’t go down that path. Focus on getting genuine reviews. Real feedback builds credibility, and thats what you want: a solid base of authentic opinions that makes people comfortable booking with you.
3. Ask every client for a review
Here’s the simple trick: ASK. Every single guest who checks out? Ask them for a review. Don’t just wait around hoping they’ll write something. Make it part of the checkout experience. Have your staff mention it, hand them a WeChat QR code for easy access, and tell them how much you appreciate it. Friendly and polite, but persistent.
4. Follow up through WeChat
In China, WeChat is where people communicate — and it’s also where they’re most likely to respond to a friendly message asking for a review. Connect with your guests on WeChat, thank them for their stay, and politely remind them to leave a review. It’s direct, easy, and meets them where they already are. Check out our WeChat marketing services if you need help setting this up properly.
5. Make it easy, make it friendly
Chinese guests won’t refuse a polite request for feedback, especially if you make it simple. Have staff give a quick warm reminder about how valuable reviews are, and provide easy ways to leave one. Hand them a card with a QR code linking directly to your review page on Dianping or Ctrip. People are way more likely to follow through when it’s convenient.
6. Chase those reviews, but keep it real
Chase those reviews like your business depends on it, because it does. But do it the right way. Don’t pester or get pushy. Make it clear that their feedback makes a difference, and follow up politely. People respect effort and they’ll respond to genuine requests.
Building your review machine in China
Getting reviews in China isn’t about hoping people remember to post something. It’s a full-on strategy. You pay for the right influencers, build a community that loves your brand, fix problems in real time, and make every guest feel valued.
1. Paid KOLs (Key Opinion Leaders)
In China, KOLs are everything. People trust them because they’re seen as authentic and relatable. Pick a KOL who genuinely fits your brand and has an engaged following. A shout-out or review from a respected KOL on platforms like Xiaohongshu (Little Red Book) can boost your credibility overnight. This is where you invest to get that high-impact exposure.
2. Professional reviewers
There are legit professional reviewers in China who specialize in travel and hospitality, and they know how to craft a story that connects with Chinese travelers. Find reviewers who are respected, get them to stay at your place, and let them share an honest review. Real feedback from trusted voices goes a long way in building credibility.
3. Use your social community
Build a community of fans. Get your loyal guests to share their experience on social media. Give them incentives: exclusive perks, discounts on future stays, or small gifts. Make them feel like part of your brand’s story. The stronger your community, the more organic and frequent those reviews will be.
4. Get on Xiaohongshu (RED)
RED is massive for lifestyle and travel in China. It’s where people discover places to stay, eat, and explore. Post visually strong photos, detailed descriptions, and create content that makes people say, “I want to go there.” Encourage guests to tag you and share their experiences here. More RED buzz means more interest. Learn more about our Xiaohongshu marketing approach for hotels.
5. Talk to clients on WeChat and fix problems fast
WeChat is your direct line to guests. Connect with them, check in during their stay, and resolve any issues immediately. If something’s off, fix it fast. People leave bad reviews when problems go unsolved. A quick message on WeChat, a small gesture to make things right, and you turn a potential complaint into a positive review. Proactive service is key.
6. Human interaction and service in Mandarin
Nothing builds loyalty and great reviews like real human interaction in Mandarin. Train your staff to go the extra mile. Show that you understand the culture, make guests feel welcome, and you’ll see the difference in those reviews.
7. PR and media coverage
Don’t underestimate PR. Coverage in Chinese travel magazines and media adds credibility to your brand. When people see your name in trusted publications, it’s a stamp of approval. Work with agencies who know the Chinese market, pitch your story, and get that press coverage. Sources like Xinhua Travel and Chinese travel media carry real weight with Chinese consumers.
| Platform | What it does for reviews | Priority |
|---|---|---|
| Ctrip / Trip.com | Booking + review platform, high intent users | High |
| Dianping | Local reviews, lifestyle discovery | High |
| Xiaohongshu (RED) | Photo/video reviews, KOC content | High |
| Mafengwo | Travel community, long-form reviews | Medium |
| Direct follow-up, community building | Medium |
How CTA Helps You Reach Chinese Consumers
Douyin (TikTok China): We create short-video content for hotels, run paid campaigns on Douyin and work with travel KOLs to generate authentic reviews. A well-produced room tour on Douyin can reach millions of potential guests in a matter of days. We handle the brief, the creator, and the reporting.
Xiaohongshu (RED): We run KOC seeding campaigns that put your hotel in front of travelers who are actively planning trips. Real guests, real stays, real posts. RED is where travel decisions are made in China and we know how to get your property in the feed.
WeChat: We set up and manage Official Accounts for hotels, integrate WeChat Pay for booking flows, and build mini-programs that keep guests engaged before, during and after their stay. It’s your CRM, your booking tool, and your loyalty program in one app.
See all our China digital marketing services
Pedro Wang is the founder of Chinese Tourists Agency, a digital marketing agency based in Shanghai. He has been working in China since 2008 and has helped hundreds of Western brands grow their presence on Douyin, WeChat and Xiaohongshu. He writes what he observes, not what looks good in a PowerPoint.
