China remains one of the world’s most important outbound travel markets. Yet despite its size and significance, many hospitality businesses still approach China using the same strategies they apply to other international source markets.

During a recent roundtable discussion among hospitality commercial leaders, participants explored a simple but increasingly important question:

Are hotels adapting quickly enough to the realities of China’s unique travel ecosystem?

The conversation revealed that success in China is not simply about translation, distribution, or advertising. It requires understanding a fundamentally different digital landscape and a traveller journey that operates outside many of the platforms and assumptions familiar to Western marketers.

China Is Not Just Another Source Market

One of the strongest themes to emerge from the discussion was that China should not be viewed as simply another country within a global marketing plan.

Unlike most international markets, China operates within its own digital ecosystem. Platforms such as Xiaohongshu (Little Red Book), WeChat, WeChat Channels, Douyin, Dianping and Trip.com play a significant role in how travellers discover, research, evaluate and book travel.

Many participants noted that hotels often underestimate how different the Chinese customer journey can be. Success requires more than translating content into Chinese or listing on an additional OTA. It requires understanding where travellers are spending their time, who influences their decisions, and how trust is built throughout the booking process.

Discovery Happens Long Before Booking

A recurring theme throughout the discussion was that many hotels remain heavily focused on distribution while overlooking the importance of discovery.

For many Chinese travellers, the travel journey begins long before they visit a booking platform.

Travellers increasingly turn to Xiaohongshu for destination inspiration, hotel recommendations, itineraries, dining suggestions, and travel tips. Often described as a combination of Instagram, Google, and a travel community, the platform has become one of the most influential tools in outbound travel research.

WeChat continues to play a central role in daily life, while WeChat Channels and Douyin have become increasingly important for short-form video content and travel discovery.

By the time a traveller arrives on Trip.com or another booking platform, much of the decision-making process may already have taken place.

The question is no longer simply how travellers book.

It is how they discover.

The Rise of the Independent Chinese Traveller

One of the most significant changes discussed was the evolution of Chinese outbound travel behaviour.

Historically, many international hotels relied heavily on group tours, wholesale contracts, and packaged travel programmes to attract Chinese visitors.

Today, however, participants reported a growing shift toward FIT (Free Independent Traveller) bookings, particularly among younger generations and higher-spending travellers.

These travellers are researching destinations independently, comparing experiences online, seeking authentic local recommendations, and building personalised itineraries rather than following fixed tour schedules.

Many are comfortable booking directly through Trip.com, online travel agencies, or hotel websites without relying on traditional tour operators.

Participants noted that the image of Chinese travellers arriving exclusively through large group tours is increasingly outdated. While group travel continues to play an important role for some segments, many hotels are now seeing growing demand from independent travellers seeking premium experiences, local culture, personalised service, and unique destinations.

For hotels, this represents both a challenge and an opportunity.

Reputation Matters More Than Advertising

Perhaps the most practical discussion centred around trust.

Participants repeatedly highlighted the importance of reviews, recommendations, user-generated content, and social proof within the Chinese travel ecosystem.

This has driven growing interest in working with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers).

Interestingly, the discussion suggested that KOCs can often deliver stronger engagement than traditional influencers. While KOLs may have larger audiences, KOCs frequently feel more authentic, relatable, and trustworthy because they are perceived as everyday travellers sharing genuine experiences.

Several participants cautioned against focusing solely on follower numbers or engagement statistics, noting that inflated metrics and purchased engagement remain common challenges.

The consensus was clear: credibility matters more than reach.

Distribution Still Matters—But Control Matters More

The roundtable also explored the ongoing challenges of distribution within the China market.

Participants discussed concerns around wholesale contracts, rate leakage, undercutting, and maintaining rate integrity across multiple channels.

Several participants noted that unmanaged wholesale inventory can create unexpected challenges when rates appear on consumer-facing channels at prices lower than a hotel’s own direct rates.

Trip.com was repeatedly referenced as one of the most important channels for reaching outbound Chinese travellers, particularly among independent and premium segments.

Hotels must actively manage content quality, imagery, videos, reviews, responsiveness, and profile completeness if they want to maximise performance.

In many ways, a Trip.com profile now requires the same level of attention as a hotel’s own website.

The Growing Role of Social Commerce

One of the most fascinating discussions centred around social commerce and live-stream selling.

While still unfamiliar to some hospitality professionals outside China, live-stream commerce has become a mainstream sales channel for many Chinese consumers.

Travel products, hotel packages, dining experiences, spa treatments, attraction tickets, and destination experiences can all be promoted and sold directly through live-stream content.

Participants noted that successful live-stream campaigns are rarely focused solely on discounts.

Instead, they often showcase the entire guest experience—highlighting accommodation, food and beverage, wellness offerings, local experiences, and destination storytelling.

Travellers are not simply purchasing rooms.

They are purchasing experiences.

A Different Market Requires a Different Mindset

The discussion concluded with a clear message.

China remains one of hospitality’s most valuable source markets, but success requires more than translated content, OTA connectivity, or periodic advertising campaigns.

Hotels must recognise that Chinese travellers often discover, research, evaluate, and book travel through a completely different ecosystem.

The most successful properties will be those that understand platforms such as Xiaohongshu, WeChat, Douyin, Dianping and Trip.com, build trust through authentic content, work strategically with KOLs and KOCs, actively manage their online reputation, and engage travellers long before the booking decision is made.

The challenge is not simply reaching Chinese travellers.

The challenge is understanding how they travel today.

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This article is drawn from a roundtable discussion at HSMAI APAC Commercial Strategy Conference 2026 on 15-May at Marina Bay Sands, Singapore.