In the post-pandemic era, Chinese tourists are rapidly returning to the international travel market. According to projections from China’s outbound tourism sector, the number of outbound trips from China is expected to surpass pre-pandemic levels for the first time in 2025, with over 155 million visits anticipated. Notably, about 72% of Chinese travellers plan to travel abroad multiple times.

What does this imply for European hotels?
It’s not just about a rise in bookings, it’s a sign of a fundamental shift in service models and marketing strategies. Truly attracting Chinese tourists involves more than offering attractive products or services; it’s about delivering a familiar, trustworthy, and cross-cultural service experience.

The new profile of Chinese tourists: younger, more diverse, and experience-oriented

Three years of the pandemic have transformed the image of Chinese outbound travellers. They now demonstrate significant shifts in their spending habits, travel preferences, and technology use.

According to Skift, the following groups are now redefining the global tourism landscape:

  • Gen Z explorers: they turn to XiaoHongShu(RedNote) for inspiration, enjoy spontaneous trips, and love sharing their experiences.
  • Family travellers: they value safety and parent-child experiences.
  • High-net-worth individuals: they seek premium, customised services and cultural or gourmet experiences.
  • First-time overseas travellers: they focus on budget and safety and prefer structured itineraries.

Chinese travellers typically take trips lasting around 10 days. Almost 50% of them spend over 25,000 RMB per journey, while luxury travellers exceed 50,000 RMB. Most of their budget goes toward lodging, meals, and shopping. Digital payments have become the norm, with only a few still using credit cards.

According to China Trading Desk, outbound tourism in 2025 is moving towards greater personalisation. Affluent travellers are driving demand for:

  • Private, customised itineraries
  • Wellness retreats
  • Luxury shopping and fine dining
  • Authentic cultural and experiential activities

These trends are not limited to travellers from China’s largest cities. In addition, the number of travellers from tier-three and lower cities is growing rapidly, with bookings increasing 2.5 times year-on-year. According to Dragontrail, 70% of these “emerging travelers” are under the age of 33. They have shorter decision-making cycles, a strong willingness to spend, and a preference for high-end, independent travel experiences.

Hotels or any tourism-related sector must stay attuned to these new expectations and tailor their offerings accordingly to attract this increasingly valuable group.

Social and content-driven: Chinese travellers’ decision-making model is being reshaped

Chinese travellers now heavily rely on content and social recommendations for travel inspiration and decision-making, with platforms like XiaoHongShu serving as the primary resource for trip planning.

According to Dragontrail, Chinese travel influencer Xiao Dan highlights that promotion and media exposure are the most important factors for Chinese travellers booking overseas hotels in 2025. She explains that before making a reservation, travellers typically browse posts and reviews about hotels on XiaoHongShu. For example, after she shared a sales link under a video about the Courchevel ski resort in France, it resulted in 200 room nights being booked.

Alongside KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers), brands involved in influencer marketing might also consider partnering with KOSs (Key Opinion Sales), who focus on assisting clients in selling directly to Chinese consumers.

XiaoHongShu: the go-to source for Chinese travel inspiration

XiaoHongShu (RedNote) now boasts over 300 million monthly active users, with the majority being women, and millennials and Gen Z as its core demographics. The app features an infinite scroll feed powered by algorithmic recommendations. Users commonly utilise the app to exchange tips on travel, shopping, and other lifestyle topics, making it a truly influential platform for travel decision-making.

There are several effective strategies for hotels to connect with travellers, build trust, and drive bookings:

  • Open an official account: Regularly high-quality content, such as room highlights, amenities, and guest experiences, to build brand recognition and trust.
  • Partner with KOLs and KOCs: Initiate campaigns focused on specific topics with influencers to connect with targeted audiences. For instance, use hashtags like #OneDayInParisHotel and #AlpsViewFromMyWindow.
  • Encourage user-generated content: Encourage guests to share their experiences and reviews by offering small incentives, like exclusive perks or discounts for sharing authentic reviews and posts.
  • Host interactive campaigns: Run contests, Q&A sessions, or live streams where potential guests can interact with hotel staff or influencers, ask questions, and get real-time insights into the property.
  • Highlight unique local experiences: Showcase partnerships with local attractions, restaurants, or cultural events to emphasize the authentic experiences guests can enjoy during their stay.
  • Share practical travel tips: Provide helpful advice on local transportation, must-see sights, or cultural etiquette, positioning your hotel as a trusted resource for Chinese travellers.

WeChat and Alipay: building a seamless digital journey for Chinese travellers

WeChat is more than just a mobile payment tool, it’s a vital platform for creating a smooth, culturally relevant guest experience. As China’s most-used social app, WeChat enables European hotels to connect with Chinese travellers through official accounts featuring bilingual content, service highlights, and local suggestions. Interactive features like “Likes” and “Shares” enhance organic visibility, while Mini-programs integrate booking, check-in, in-house services, and payments into one seamless interface. PayXpert assists hotels in building and optimising this closed-loop ecosystem.

Alipay, on the other hand, is both a payment method and a discovery platform. Its “Local Life” section showcases destination-specific businesses to travellers before they arrive. Featuring your hotel´s Storefront Page (similar to a merchant page on Google Maps) on the Alipay City Page here can significantly improve visibility, attract early attention, and boost traffic.

Summary:

Welcoming Chinese guests today involves engaging with them on their terms, prioritising mobile use, rich content, and cultural relevance, creating a service ecosystem tailored to their expectations. With PayXpert’s account and content management support for Chinese platforms like XiaoHongShu, WeChat, and Alipay, hotels can turn curiosity into increased brand recognition and bookings, transforming their digital presence into tangible business results. Contact our experts and boost your sales: https://www.payxpert.com/contact/