In recent years, Chinese outbound travel habits have evolved, with social media playing an increasingly vital role—now influencing every stage of the journey, from planning and discovery to sharing experiences. For European merchants, understanding these digital touchpoints and integrating payment solutions like WeChat Pay and Alipay+ is crucial for staying competitive.

Simultaneously, the travel behaviours of these high-spending travellers are changing. They increasingly use social media for travel ideas, show greater spending capacity, and have more refined shopping tastes. Independent travel (FIT) has emerged as the preferred option, making up 47.2% of trips, particularly among those aged 25-44.

When it comes to travel budgets, high-spending travellers tend to allocate more for their outbound trips, showing a clear trend toward premium experiences. Data shows that 31.6% of travellers’ budgets are between RMB 30,000 and 40,000 (approximately €3,900–€5,200) per person, while 30.9% set budgets that exceed RMB 40,000 (over €5,200) per person. Only 11.1% of travellers budget less than RMB 20,000 (under €2,600) per person. These high budgets translate into a strong preference for luxury goods, premium brands, and unique local products. Popular categories include luxury bags, electronics, clothing and footwear, high-end watches and jewelry, cosmetics, as well as local specialties and handicrafts.

These figures not only highlight the strong spending power of Chinese tourists in the European market but also underscore the critical role social media plays in influencing their purchasing decisions.

How does social media influence Chinese consumers’ travel spending?

The rise of social media and new technologies profoundly shapes how younger consumers travel, especially among emerging young traveller segments. According to one study, 92% of young travellers said social media inspired their most recent trip.

In China, the influence of social media platforms such as XiaoHongShu (RedNote) continues to rise and is taking the leading role. Market research shows that 52% of respondents say they frequently use XiaoHongShu, 43% regularly use Douyin (Chinese TikTok), and 37% browse Ctrip when travelling. Many users also turn to several social platforms simultaneously to gather information.

Chinese travellers use social media differently at each stage of their journey—before, during, and after travel. Recognising these crucial touchpoints can help European merchants develop more targeted marketing strategies.

  • Pre-Trip

During the planning stage, social media has become the main channel for Chinese consumers to gather information and make purchasing decisions. XiaoHongShu plays one of the most influential roles in this process, accounting for up to 70% of daily user searches, with an average of 300 million daily search queries. These impressive figures demonstrate a strong demand for travel inspiration and shopping recommendations among Chinese users.

XiaoHongShu leverages user-generated content and smart recommendations to inspire travel and shopping. Users search for keywords like ‘Barcelona travel’ or ‘Paris museums’ and rely on authentic reviews to plan their trips. The platform’s algorithm personalises content recommendations by analysing users’ search and browsing patterns, providing highly relevant information like luxury shopping guides, duty-free discounts, and unique local brand suggestions.

For European brands, this offers a strategic chance: establish an XiaoHongShu account and consistently sharing high-quality content like product updates, brand stories, and other value-added information can help businesses inform consumers and establish long-term brand credibility.

Meanwhile, WeChat, the number one social app in China, has become a vital resource for international merchants aiming to attract Chinese tourists. Many businesses now leverage WeChat Official Accounts, Channels, and community marketing to connect with potential customers. For instance, brands can share travel shopping guides and brand stories on their Official Accounts, enabling travellers to learn about their products and strengthening brand loyalty. Providing detailed descriptions of product features and benefits can also help consumers make informed choices.

Hotels, attractions, and transport providers can also leverage WeChat Mini-programs, which allow travellers to book reservations before their trip and simplify the overall travel experience.

  • During the trip

After arriving at their destination, Chinese travellers continue to rely on social media as their primary source for discovering the best local cuisine, shopping hotspots, and must-try experiences. XiaoHongShu’s “Nearby” feature uses real-time location and browsing history to offer precise recommendations, from trendy restaurants to hidden boutiques and insider travel tips. This level of personalised content helps travellers quickly find what interests them most, making their time abroad more enjoyable and efficient.

WeChat is also changing the travel experience for Chinese visitors in Europe. Businesses can set up Mini-programs that enable tourists to book services or shop directly within the app. Restaurants, for example, can offer QR code ordering, allowing guests to browse the menu and place orders in Chinese, removing communication barriers and making the dining experience smoother. Merchants can also run WeChat marketing campaigns, such as offering discounts when customers share promotions on their Moments, encouraging word-of-mouth and attracting more visitors.

Alipay’s “City Homepage” is a powerful tool for Chinese tourists. It offers geo-location-based recommendations for nearby restaurants, attractions, and shops. This feature helps travellers easily plan their outings and shopping routes. Tourists can access up-to-date information on boutiques, popular eateries, and attractions in cities like Barcelona with direct navigation from the app.

For local businesses, maximizing visibility on the City Homepage and creating a Storefront Page (similar to a merchant profile on Google Maps)—where all business details are presented in Chinese, along with exclusive promotions, can significantly boost foot traffic and help businesses stand out to Chinese shoppers.

  • Post trip

After their trips, Chinese travellers often share their shopping experiences on social media, offering brands valuable secondary exposure. User-generated content boosts brand visibility and builds trust, as authentic peer recommendations strongly influence future travellers. XiaoHongShu is driven by community, with users frequently posting about positive experiences. Brands can encourage this by offering incentives—such as “Share your shopping experience and get 10% off your next purchase”, and by engaging with user posts, further strengthening customer relationships and expanding their reach.

WeChat’s private domain operations are essential for building long-term customer relationships. Brands can share valuable content through Official Accounts, engage users with videos on WeChat Channels, and provide convenient services via Mini-Programs. By developing customer profiles, brands can offer targeted promotions and personalised experiences, maintaining ongoing engagement that builds loyalty and encourages repeat business.

Integrating Chinese social media and mobile payments: A winning strategy for European merchants

Given the unique nature of the Chinese digital ecosystem, where many popular Western apps such as Instagram and Google Maps are unavailable, Chinese social media platforms have become central to travel decision-making for Chinese consumers. Alongside this, mobile payments play a crucial role in their shopping experience abroad. Imagine landing in Barcelona and being able to pay for your taxi, coffee, and shopping with just a quick scan—no need to fumble for cash or worry about language barriers. For European merchants, integrating targeted social media marketing with seamless WeChat Pay and Alipay+ payment solutions offers a powerful 1+1> 2 effectto engage Chinese travellers at every stage of their journey.

Using WeChat Pay and Alipay offers several key advantages:

  • Familiar payment methods boost confidence, helping travelers feel at home and more willing to spend.
  • No need for currency exchange or carrying cash, making travel smoother and more convenient.
  • Real-time currency conversion ensures transparency on spending.
  • For businesses, accepting these methods attracts more Chinese customers and streamlines checkout.

Embracing WeChat Pay and Alipay isn’t just about convenience—it’s about creating a welcoming, modern experience that keeps Chinese travellers coming back.

Summary

By engaging Chinese consumers at every stage of their journey—before, during, and after their travels—your business can maximise brand exposure, build lasting trust, and drive meaningful sales growth. Building a presence on platforms like XiaoHongShu and WeChat, paired with seamless, familiar Chinese payment solutions, ensures that your brand stands out and delivers an exceptional experience that Chinese consumers will remember.

Partner with PayXpert to unlock smarter marketing, frictionless payments, and tailored strategies for the Chinese market.  Contact us today to discover how our expertise in Chinese social media and payments can help your business stand out and succeed in Europe’s competitive market.

*Payxpert Ltd. is payment institution regulated by the FCA and licensed in the United Kingdom. Payxpert Services Ltd. is a subsidiary of the Société Générale Group, and the sole owner of Payxpert Spain SL and Payxpert France SASU. Payxpert Spain SL is a payment institution regulated by Banco de España and licensed in Spain, with an EU passport to provide services in several countries of the European Union.