Why do Travel Agencies have to invest in Online Communication in China?

Why travel agencies must invest in online communication in China

Mark Lin, 28, and Amy Chen, 26, spent over 20 hours online this week researching their honeymoon in Bali. They watched Douyin videos of villas, read Xiaohongshu reviews of restaurants, and compared prices on Ctrip. They did not call a travel agency, they did not visit a physical office, and they did not ask their parents for recommendations. They planned everything themselves, on their phones.

This story is not unusual. It is how millions of young Chinese couples plan their travel today. And it creates a serious challenge for travel agencies that have not adapted their communication to where Chinese consumers actually spend their time. The agencies that are growing in China are the ones that show up before the booking decision is made, not after.

How Chinese travelers plan their trips online

The Chinese travel planning process starts much earlier than most Western travel agents expect. A Chinese traveler planning a trip to Europe or Southeast Asia typically starts researching 2 to 4 months in advance. They spend that time on social media platforms, reading other travelers’ experiences, watching videos, and saving content that helps them build their itinerary.

By the time they contact a travel agency, or open an OTA to book, they already know where they want to go, what hotel style they prefer, and what activities they want to do. A travel agency that only shows up at the booking stage has missed 80% of the influence window. The real opportunity is in the discovery and planning phase, which happens entirely online.

According to China National Tourism Administration (cnta.gov.cn), over 92% of Chinese outbound travelers under 40 use social media as their primary source of travel inspiration, and over 70% say online content from other travelers is the single biggest factor in their destination choice.

What Pedro Wang says about travel agencies and digital presence

“Most travel agencies still think their job is to convert a customer who has already decided to travel. But the real competition happens earlier. When a Chinese couple starts browsing Xiaohongshu for honeymoon ideas, that is when the decision is being shaped. If your agency has good content there, content that inspires, informs, and builds trust, you can influence the decision before anyone else even enters the picture. Agencies that only invest in Ctrip listings and paid search are leaving the most valuable part of the funnel empty.” Pedro Wang, digital marketing expert.

Case study: A Bali-focused travel agency that turned social media into its main booking channel

Carlos Reyes runs a boutique travel agency based in Bali that specializes in custom trips for Chinese visitors. When he started the agency in 2019 he relied heavily on group tour contracts with Chinese operators and a listing on Ctrip. It was enough to survive but the margins were thin and the agency had no direct relationship with its Chinese customers.

When COVID hit in 2020, the group tour contracts disappeared overnight. Carlos had no fallback because his only channel was OTAs. He spent 2021 and 2022 rebuilding the agency’s approach from scratch, with a focus on direct digital communication with Chinese travelers.

He worked with a Chinese digital marketing agency to build a presence on Xiaohongshu and WeChat. The strategy was simple: produce content that helps Chinese couples plan their Bali honeymoon, with very specific detail. Which villa has the best infinity pool view. Which restaurant has the best Instagrammable setting. Which sunset spot is not crowded. Practical information that saves people research time.

The Xiaohongshu account posted three times per week. Each post was written like a personal recommendation from someone who knows Bali very well, because Carlos does. The posts included real photos, real prices, and real tips. Within 6 months the account had 19,000 followers and was getting 10 to 15 booking inquiries per week directly through WeChat after people saw the Xiaohongshu content.

They also created a Douyin account with short videos covering one specific Bali experience per week. The best snorkeling spot, the rice terrace sunrise walk, the local market experience. Each video ended with a WeChat QR code for people who wanted to book the experience. Simple and direct.

Results after 18 months: direct bookings through WeChat accounted for 68% of all revenue, up from zero in 2020. Average booking value increased by 55% because customers who found the agency through social content were more committed and booked more experiences per trip. The agency no longer relies on OTAs for survival and has reduced its Ctrip dependency to less than 20% of revenue.

Carlos says the biggest benefit was not just the revenue. “When clients come to me through WeChat after following my Xiaohongshu content, they already trust me. The sales process is completely different. They are not comparing prices. They are asking me to design their dream trip. That is a totally different business.”

Want to build direct booking channels from Chinese travelers? Read our Chinese digital marketing agency guide and visit our services page to see how we can help.

Five reasons travel agencies need to invest in Chinese online communication now

• The planning phase is where trust is built: Chinese travelers who discover your agency through social content arrive pre-sold. They already like your style and trust your knowledge.
• Direct bookings have much better margins: OTA commissions can reach 20-25%. Direct bookings through WeChat or your own site keep that money with you.
• Social content works 24 hours a day: A good Xiaohongshu post from 6 months ago still brings in inquiries today. It is a compounding asset, not a one-time spend.
• Young Chinese travelers are growing as a segment: The 25-40 age group represents the fastest-growing segment in Chinese outbound travel. They are social media native and plan exclusively online.
• Competition on OTAs is getting harder: More agencies are listing on Ctrip every year, driving down margins and making differentiation harder. On Xiaohongshu, the agencies with good content still have a real advantage.

According to Mafengwo (mafengwo.cn), travel agencies and tour operators that maintain active accounts on Chinese social platforms and respond quickly to comments and messages see customer satisfaction scores 40% higher than those relying only on OTA reviews. The direct communication channel builds loyalty that no platform algorithm can replace.

How CTA Can Help

CTA helps travel agencies and tour operators build a strong Chinese digital presence that generates direct bookings. Here is what we offer:

• Douyin (TikTok China) campaigns: Short videos that show your destination to Chinese travelers at the start of their planning process
• WeChat Official Account management: Your direct booking and communication channel with Chinese customers
• Baidu SEO and PPC: Get found when Chinese travelers search for tours and travel packages to your destination
• RED (Xiaohongshu) influencer marketing: Travel content from Chinese creators that builds genuine interest in your agency and destinations
• Chinese website design and localization: A Chinese-language site that converts visitors into inquiries and bookings
• KOL and KOC partnerships: Connect with Chinese travel voices who already have your target audience’s attention

About CTA

CTA (Chinese Tourist Agency) is a Shanghai-based digital marketing agency founded in 2012. We help tourism boards, hotels, real estate developers, and luxury brands build their presence in the Chinese market. Our team knows what works on Chinese platforms and how to turn that presence into real business results. Visit our services page to see everything we offer.

Article written by Claire, content manager at CTA. April 2026.