How Chinese search for their holidays?

How does a Chinese customer search for its holidays?

There were more than 150 million outbound trips from China in 2019. Now, in 2023, the Chinese travel industry slowly starts to recover and awaited to reach its previous global leadership position by 2025. While Chinese tourism is slowly returning to its position in the global tourism business it is necessary to know more about how the Chinese tourist is preparing for his trip. 630 million Chinese connected most enjoy doing their shopping online. There are two major holiday periods for the Chinese: during the Chinese New Year which usually takes place in February and the festival of the Moon in late October. We must then promote marketing campaigns in both periods to attract as many customers as possible.

Step 1: BAIDU

In China, people live in a digital age still growing. Many internet users are connected to their smartphones. When they need a service or a product, the first reflex of the Chinese consumer will be to log in and make research on Baidu, the Chinese search engine. Baidu offers multiple features and lots of information. It would be best if you were well optimized on Baidu for Chinese customers to find you easily, being in the top research sites will be able to boost your sales and win customer trust. To attract Chinese customers, choose a site in Mandarin to help them in their search. You can also make an SEO campaign to gain visibility.

For example, the consumer would organize his next vacation. It will therefore try to find the best travel destinations, how to get there, and prices.

Step 2: Internet Sites

To organize your trip, Chinese consumers will be attracted to sites whose visual appearance is rather well presented, aesthetics. He will visit sites such as Tour from Bali, and the Australian Website. Tourism sites should enhance their site, it’s very important to have good content and lots of pictures to illustrate your words, to make the Chinese customer travel through your words. By showing the different landscapes of Indonesia and especially Bali, the customer will have an overview of his journey, and what he might consider doing once there. With a few clicks on the site, the client will be able to feel if it is a destination that attracts him or not and thus influence his choice. Therefore it is essential to make sure the appearance of the site is clean and put relevant words to persuade him to come. by visiting the various sites, the Chinese may thus choose their destination for their next vacation and learn as much about the destination.

Step 3: Forums / Blogs / Social Networks

Guide to Most Popular Chinese Social Media Sites & Platforms for Marketing (Update 2022)

The Chinese like to check information and hear from other consumers on different social networks. On blogs and Chinese forums can share their experience or services they may have, it can help others have the same experience or otherwise prevent them from making a mistake. Mostly, they will go on QQ Zone, Sina blog, and Weibo to get their information.
The blogs will be able to have either a positive or negative influence according to information found by the user. The consumer may decide to choose this destination or not depending on what he read.

Step 4: Offers

The time has come to book your journey. The customer has chosen their destination and will look for deals and offers online. Indeed, Chinese consumers are big fans of E-commerce. They like the fact that with one click they can compare different offers at prices often very competitive. To make a reservation, Chinese consumers will use two main platforms: Ctrip and Elong. Ctrip has 53,8% of the market share, Chinese trust this website for their travels.

How to increase the number of bookings from Chinese?

????Expert tips:

  1. Optimize your website for Chinese visitors 
  2. Register on Chinese OTA. Ctrip and Qunar are the best choices
  3. Spread the word about your accommodation and services in Chinese media
  4. Use Baidu Ads for more traffic

At least 70% of bookings are made online, so keep in mind that the tourism market on the internet is a very competitive market in China.

Step 5: Online Payment Facility

All you need to know about mobile payments in China (2022)


With the explosion of e-commerce, online payment applications were born. Indeed, WeChat and Alibaba have created their own means of payment which is very popular among Chinese consumers. The WeChat Wallet and Alipay are very convenient, you just need to add your credit card to the application and then you can enjoy it, by ordering a taxi, or booking a restaurant and aeroplane tickets. The Chinese like things that facilitate the task. So paying while remaining connected to their mobile is a brilliant idea! Money is completely dematerialized here: we just have to scan a QR code to pay, no need to get a credit card it’s magic.

Do you want to attract more Chinese tourists?
We can help you to connect with the Chinese tourism market!

????Contact us now to get a Free Consultation.


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One Comment

  1. I am a tour operator in Tanzanian. would like to know how to join all these please help. i am already on we chat may be i should also join the forums , blogs and other social net works. Please help

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