Popular Chinese social media platform Xiaohongshu (XHS), which expanded into “cross-border e-commerce” in 2017, is gaining prominence among Chinese outbound travel sellers, according to the latest Dragon Trail International (DTI) webinar.
XHS started out as the Hong Kong Shopping Guide in 2013, and expanded into shopping destinations and became a luxury travel showcase for top-tier travellers before lockdown. Today, it is gaining traction as a sales channel among Chinese travel agents, according to Sienna Parulis-Cook, DTI’s director of marketing and communications.
Xiaohongshu has developed from a shopping guide to become a lifestyle encyclopaedia
In DTI’s January 2023 Chinese Traveller Sentiment Report on planning outbound travel, Parulis-Cook shared that XHS ranked third while airline and hotel websites placed second; domestic OTAs were at the top.
DTI’s Chinese Travel Agents’ Sales Channels: Summer 2024 findings showed XHS had a 25 per cent share, tying with telephone sales.
In addition, DTI’s April 2024 Chinese Traveller Sentiment Report showed XHS had a 52 per cent share of channels used for outbound destination information.
In working with travel brands, DTI’s XHS rankings include airlines, attractions, cruise lines, museums and hotels. DTI marketing specialist Emily Cao said brand exposure and enhancing follower loyalty were achieved by mounting engaging campaigns and exciting giveaways.
Successful NTO campaigns included Hong Kong Disneyland – Duffy and Friends, and VisitBritain x Mr. Love: Queen’s Choice, she added.
XHS’s head of outbound travel, commercialisation, Cathy Wu, noted the Singapore Tourism Board’s online and offline brand refresh campaign, In Shanghai, offered “fun interactive activities” that offered insight for young travellers interested in spending Chinese New Year in Singapore.
Wu described the platform’s milestone as developing from a shopping guide to becoming a lifestyle encyclopaedia and where travel brands can now create an official account.
Popular Chinese social media platform Xiaohongshu (XHS), which expanded into “cross-border e-commerce” in 2017, is gaining prominence among Chinese outbound travel sellers, according to the latest Dragon Trail International (DTI) webinar.
XHS started out as the Hong Kong Shopping Guide in 2013, and expanded into shopping destinations and became a luxury travel showcase for top-tier travellers before lockdown. Today, it is gaining traction as a sales channel among Chinese travel agents, according to Sienna Parulis-Cook, DTI’s director of marketing and communications.
In DTI’s January 2023 Chinese Traveller Sentiment Report on planning outbound travel, Parulis-Cook shared that XHS ranked third while airline and hotel websites placed second; domestic OTAs were at the top.
DTI’s Chinese Travel Agents’ Sales Channels: Summer 2024 findings showed XHS had a 25 per cent share, tying with telephone sales.
In addition, DTI’s April 2024 Chinese Traveller Sentiment Report showed XHS had a 52 per cent share of channels used for outbound destination information.
In working with travel brands, DTI’s XHS rankings include airlines, attractions, cruise lines, museums and hotels. DTI marketing specialist Emily Cao said brand exposure and enhancing follower loyalty were achieved by mounting engaging campaigns and exciting giveaways.
Successful NTO campaigns included Hong Kong Disneyland – Duffy and Friends, and VisitBritain x Mr. Love: Queen’s Choice, she added.
XHS’s head of outbound travel, commercialisation, Cathy Wu, noted the Singapore Tourism Board’s online and offline brand refresh campaign, In Shanghai, offered “fun interactive activities” that offered insight for young travellers interested in spending Chinese New Year in Singapore.
Wu described the platform’s milestone as developing from a shopping guide to becoming a lifestyle encyclopaedia and where travel brands can now create an official account.