Global Hoteliers Advised to Adapt Swiftly to Evolving Chinese Market Needs at Arabian Travel Market 2024

Published on May 13, 2025

By: Paramita Sarkar

Speaking at the recent Arabian Travel Market (ATM) in Dubai, Dida CEO Rikin Wu issued an urgent call for international hoteliers to quickly adapt to emerging Chinese traveller behaviours or risk missing out on the world’s largest outbound travel market.

The event, a key global platform for the travel and hospitality industry, offered vital insights into the shifting dynamics of China’s tourism landscape, deeply influenced by digital trends and younger consumer preferences.

Understanding the Changing Chinese Tourism Landscape

Wu pointed out that the Chinese outbound travel market has undergone dramatic shifts in recent years, especially in the wake of the global pandemic. He emphasized that traveller preferences and distribution channels have evolved significantly, making traditional methods of reaching this audience increasingly ineffective.

According to official statistics from the China National Tourism Administration (CNTA), China’s outbound tourism sector experienced a remarkable 60% year-on-year growth in 2024.

The Chinese Ministry of Culture and Tourism also highlights that younger generations, particularly millennials and Gen Z, now prioritize unique and personalized travel experiences that often diverge significantly from older, more traditional preferences.

Emerging trends such as “reverse tourism”—a concept promoting visits to lesser-known destinations rather than overcrowded popular sites—and “marathon-style check-ins,” characterized by fast-paced, itinerary-packed travels, have exploded in popularity on influential Chinese social media platforms like Douyin (the Chinese version of TikTok) and Xiaohongshu (Red Note).

Direct Digital Connections Replace Traditional Travel Agencies

Wu explained the significant shift away from traditional travel agencies and intermediaries towards direct consumer-brand interactions. The digital revolution in China, notably documented by the China Internet Network Information Center (CNNIC), shows that younger Chinese travelers increasingly use social media platforms to plan and book travel experiences.

Highlighting this trend, Wu shared data showing a Shanghai-based travel agency’s remarkable performance, with brand searches soaring by 170% and customer acquisition jumping by 92% after initiating targeted campaigns on Xiaohongshu.

This digital shift requires hotels and travel brands to establish a robust social media presence, directly engaging travelers via platforms such as Douyin and Xiaohongshu, thereby minimizing dependence on intermediaries.

Emotional Marketing: Winning Hearts and Market Share

Wu underscored another fundamental shift—hotels transitioning from competing purely on price to engaging consumers emotionally through compelling content and narratives.

Hashtags like #Citywalk and #ReverseTourism have collectively accumulated over 100 billion views on Douyin and Xiaohongshu, underscoring the substantial influence of social media on travel decisions.

According to data from Dida, 74.3% of Chinese travelers rely on short-form videos for travel inspiration, and over half (53%) admit being influenced significantly by social media influencers.

Xu Langui, Dida’s Regional Head for China, noted, “Brands are now leveraging authentic, relatable content to drive social media engagement, funneling potential customers into private online communities for exclusive offers and tailored travel planning.”

Emotional Value Drives Younger Travelers

The shift from functional travel needs—such as basic comfort and convenience—to emotional and aspirational travel motivations has become the cornerstone of modern Chinese travel behavior. During recent travel seasons, notably the 2024 Lunar New Year, unconventional trips such as chasing the Northern Lights or visiting niche cities saw significant booking surges.

The Ministry of Culture and Tourism’s recent reports further confirm this trend, showing increased interest in personalized and unique travel experiences, especially among younger travelers. Langui added, “Emotional resonance and personal aspiration have become the primary drivers influencing travel decisions among the younger Chinese demographic.”

Dida’s Solution: Bridging Global Hotels with Chinese Travelers

To effectively navigate these evolving market dynamics, Dida offers tailored solutions specifically designed to help global hotels attract Chinese travelers. The company’s approach integrates deep local market insights with advanced digital marketing strategies to provide a seamless connection between global brands and Chinese consumers.

Dida’s expertise in the Chinese market is extensive, backed by more than a decade of localized operational experience across China’s key outbound travel markets, including North, East, South, and Southwest China. In 2024 alone, Dida conducted over 12,000 client visits and detailed analyses of more than 1,000 top Chinese outbound travel accounts, offering valuable strategic guidance to global hoteliers.

Integrated Marketing-Sales Approach: From Awareness to Conversion

Addressing the challenge often faced by traditional hotel groups, where marketing efforts frequently fail to align closely with sales conversions, Dida has introduced an integrated model. This strategy unifies the traditional silos of brand marketing and direct sales into a cohesive approach focused solely on expanding market share and maximizing returns on investment.

Dida’s strategic collaboration with ONYX Hospitality Group exemplifies the efficacy of this approach. Ms. Jihai Kim, Vice President Global Sales at ONYX, explained how their partnership with Dida has led to significant market gains in China:

“The rapidly evolving Chinese market has presented unprecedented challenges. Through our collaboration with Dida, we’ve successfully navigated these complexities, achieving seamless integration from brand visibility to direct sales conversions. This integrated approach has substantially increased our market share in China, demonstrating the clear advantages of combining localized insights with advanced digital marketing capabilities.”

Conclusion: Embracing Digital Transformation

Summing up the importance of adapting quickly to these profound shifts in consumer behavior, Wu reiterated the magnitude of China’s digital landscape. “With over 1.4 billion active social media users across multiple platforms, hoteliers must unify their marketing strategies to effectively tap into this massive potential,” he stated. “Brands able to tell culturally resonant stories and engage directly with Chinese consumers on their preferred platforms will significantly outperform competitors reluctant or slow to embrace these new realities.”

Wu’s insights underscore the importance of agile, culturally informed strategies as essential for global hoteliers aiming to capitalize on China’s dynamic and ever-evolving travel market. With the Chinese Ministry of Culture and Tourism continually highlighting digital innovation as key to tourism development, international hotels must swiftly embrace these strategies or risk being left behind in the world’s largest outbound tourism market.