Unlocking China’s post-pandemic travel landscape

Five emerging trends reshaping the Chinese travel industry which are of vital importance to Asian and Western audiences

May 25, 2023

A recent report from Lufthansa Innovation Hub’s research arm TNMT delves into emerging trends in travel in China, including the increasing popularity of new and existing apps such as review service Little Red Book/Xiaohongshu, Douyin and WeChat for travel-related activities.

Key takeaways

  • The Chinese travel industry has seen a significant shift in consumer behavior, with an increasing emphasis on flexibility in travel search;
  • Over the last three years, Douyin has demonstrated massive mobile engagement compared to other Chinese OTAs, positioning itself as a major contender in the travel booking sphere;
  • Chinese tourists are set to experience more seamless and immersive travels overseas, thanks to a growing trend of using familiar home apps while abroad;
  • Chinese travel patterns are set to become more distributed throughout the year, thanks to the rise in popularity of flexible work arrangements.

Get the full report at TNMT

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