How Does Ctrip Advertising Work in China? [Overview]

Last Updated on August 11, 2026

Advertising on Ctrip allows international travel brands to influence Chinese outbound travelers from destination discovery through to booking. However, its display banners, search placements, sponsored hotel listings, and package promotions serve different purposes and levels of intent.

Brands must determine whether they need greater awareness, visibility during active searches, or more direct reservations. Drawing on our first-hand campaign experience, this guide explains how to match Ctrip’s advertising formats with each stage of the booking journey.

 

What Is Ctrip and Why Advertise on the Platform?

Ctrip is Trip.com Group’s mainland China travel booking platform. It combines hotel and flight reservations with attraction tickets, packaged tours, business travel services, and travel content. The platform reports more than 400 million registered users, giving advertisers access to one of the travel industry’s largest digital customer networks.

For international travel brands, Ctrip’s main advantage is booking intent. Users visit the platform to search for destinations, compare accommodation, check prices, and reserve travel products. This places Ctrip closer to conversion than social platforms used primarily for destination inspiration.

In 2026, Trip.com Group’s international network covers more than 1.5 million hotels, 640 airlines, 560,000 attractions and tickets, and 400,000 package tours. This gives overseas hotels, tourism boards, attractions, and tour operators access to Chinese travelers within an established booking environment. See how our team sets up campaigns for travel brands.

 

Ctrip’s Website Homepage

 

 

Looking at the graph below from Statista, the data also shows that it’s leading by a large margin in terms of monthly active users compared to other companies offering the same travel services. With this massive user base, your target Chinese outbound tourists are likely already scrolling through Ctrip.

 

Monthly active users of leading travel apps in China (Source: Statista)

 

Who Uses Ctrip in the Chinese Market?

Ctrip’s online booking and tourism services are top-rated among middle- to high-earning individuals in China. Meanwhile, the platform’s dominant consumer group continues to be male users, who account for 60% of its overall population.

The past year also showed more concentrated travel demand from first-tier cities, which cover 50% of Ctrip’s user base. However, as the market gains momentum, experts predict traffic from lower-tier cities will improve in 2024.

With the growth of younger Chinese tourists, Ctrip also noted an increase in the number of users born in the post-90s generation.  In fact, over 35% of the app’s user base are Millennials, while 10% are from Generation Z.

Post-90s and Gen Z travelers also use Ctrip differently from older package-tour customers. They may first encounter destinations through influencer collaborations on Xiaohongshu and Douyin before using Ctrip to compare flights, hotels, attractions, and prices.

 

 

 

Ctrip Ad Formats: Banner Ads, Search Ads, Sponsored Listings, and Content Placements

Ctrip offers formats for different stages of the travel booking journey. Banner ads and Trip Moments can build destination awareness, while search ads and sponsored hotel listings reach travelers closer to booking. Ctrip Ads Alliance and WeChat integrations can extend campaigns beyond the main app. Here are options you can consider:

 

Ad Format	Typical Placement	Pricing Model	Marketing Purpose
Digital banner displays	Homepage, destination pages, category pages, and campaign hubs	CPM or negotiated fixed placement	Brand and destination awareness
Branded content placements or search ads	Hotel, destination, flight, and package search results	CPC or negotiated search package	Reaching travelers with defined search intent
Sponsored hotel listings	Hotel search results and property-discovery pages	CPC, placement fee, or promotional package	Direct bookings and room-night growth
Package tour promotions	Destination, itinerary, and package-tour pages	Negotiated media fee, commission, or performance arrangement	Tour bookings and bundled travel offers
Ctrip Ads Alliance	External media and social platforms included in the campaign agreement	CPM, CPC, or negotiated cross-platform package	Extending Ctrip campaigns beyond the OTA
Hero App integrations, including WeChat	WeChat Mini Programs and approved external app placements	Negotiated placement or performance arrangement	Connecting social discovery with Ctrip bookings
Star Hub Flagship Store	Dedicated in-platform brand or destination storefront	Negotiated setup and media package	Ongoing brand presence and multi-product promotion
Trip Moments	Ctrip’s travel-content and inspiration environment	Negotiated content or media placement	Travel inspiration and early-stage consideration

 

●     Digital Banner Displays

Digital banners appear across prominent sections of the Ctrip app and website. Placements may include the homepage, destination pages, accommodation categories, and seasonal campaign hubs. This format works best before travelers have chosen a specific property. It can introduce a hotel, promote an international destination, or increase visibility for an offer connected to a Chinese holiday period.

The landing page should match the message shown in the banner. If the creative promotes a spa package or limited travel window, the linked listing must display the same inclusions, dates, and booking conditions.

 

Example of Banner Displays on Ctrip

 

●     Branded Content Placements or Search Ads

Search ads position hotels, destinations, flights, or travel products within relevant Ctrip results. They reach users who have already entered a destination, accommodation category, route, attraction, or package requirement.

These placements are less disruptive than standalone display ads because they appear within the traveler’s existing search journey. They are best suited to campaigns with clear destination relevance and sufficient availability during the promoted period.

Search campaigns should align:

• Destination and search targeting
• Intended travel period
• Hotel or product category
• Room or package availability
• Chinese descriptions
• Price and cancellation terms
• Images and package inclusions

Broad placements against unrelated searches may generate clicks without producing qualified bookings.

 

Example of Search Results on Ctrip

 

●    Sponsored Hotel Listings

Sponsored hotel listings increase a property’s visibility while travelers compare accommodation. They appear closer to the booking decision than homepage banners because users are already reviewing prices, ratings, facilities, and locations.

This format is suitable for objectives such as increasing room nights, generating booking revenue, or supporting occupancy during selected dates.

Before purchasing sponsored visibility, hotels should review:

• Chinese hotel and room descriptions
• Image quality and sequencing
• Room availability
• Cancellation and payment conditions
• Review rating and volume
• Location information
• Nearby attractions
• Package inclusions

A higher sponsored position cannot compensate for incomplete property information, unavailable rooms, or an uncompetitive offer.

●    Package Tour Promotions

Package tour promotions support itineraries, attraction bundles, seasonal tours, and other bookable travel products. They can appear across destination, itinerary, and package-tour discovery pages. These campaigns require close coordination between media, availability, pricing, and fulfillment. The package page should clearly state:

• What the package includes
• Available departure dates
• The tour operator
• Language support
• Transportation arrangements
• Cancellation conditions
• Visa or entry requirements where applicable

The package should remain bookable throughout the advertised period. Sending paid traffic to unavailable departures creates wasted spend and a poor customer experience.

●     Ctrip Ads Alliance

With the Ctrip Ads Alliance, your promotional content can reach beyond the app. This format covers different advertising platforms in China, including Tencent, Xiaohongshu, Zhihu, Bilibili, Toutiao, and many more.

The integration through these advertising channels gives advertisers insight into how their potential customers interact with their ads outside the app, from clicking on an ad posted on a different platform to booking on Ctrip.

Your travel ads can attract traffic from social media channels to your Ctrip landing page by clearly identifying your target consumer groups and their interests.

These advertisements will act as your digital footprint outside the app, helping you generate visibility and sales conversions from popular social channels.

 

 

●     Hero Apps Integrations (WeChat)

Beyond the app, Ctrip also reaches out to online consumers in China via social media integration. Once you utilize the platform’s advertising services, your offerings will automatically be promoted on different channels, like WeChat.

China’s biggest OTA seems to know the power social media holds in the Chinese market, so it launched its own WeChat mini-program. From there, local users can book a trip and reserve hotels according to their travel needs.

 

 

The most notable aspect of this Hero App integration is leveraging WeChat’s ability to provide a seamless booking experience for your potential customers. Everything can be handled within the platform, from discovery to payment settlement via WeChat Pay.

It also has a VIP community management integration that makes it easier for a travel brand to promote and track the needs of its consumers.

 

 

●     Star-hub Flagship Store

A Star Hub Flagship Store provides a dedicated in-platform destination for a hotel group, tourism brand, destination, or travel operator. It can combine brand information, content, promotions, and multiple bookable products in one Ctrip environment.

 

Resorts World Sentosa’s Official Flagship Store on Ctrip (Source: PR Newswire)

 

This format is most relevant to brands with an ongoing Ctrip strategy rather than a single short-term promotion. It may suit:

• Hotel groups promoting several properties
• Tourism boards presenting multiple destinations or itineraries
• Airlines combining routes with destination content
• Tour operators offering several packages
• Attractions promoting tickets and seasonal experiences

The storefront should be updated regularly. Outdated offers, unavailable products, or inconsistent branding can weaken its value even when paid media continues to direct users to it.

 

●     Trip Moments

Trip Moments is Ctrip’s travel-content and inspiration environment. It allows users to encounter destination recommendations, travel experiences, images, and itinerary ideas before beginning a specific booking search.

Hotels and destination brands can use Trip Moments to influence travelers earlier in the decision process. The content can then direct interested users toward relevant properties, attraction tickets, or package pages.

 

Example of Travel Notes in Ctrip

 

Trip Moments should be treated as a consideration ad format rather than assessed only through immediate bookings. Relevant KPIs may include:

• Content views
• Engagement
• Click-through rate
• Property-page visits
• Destination searches
• Assisted bookings

Content should present a clear travel experience rather than repeat a standard display advertisement. Hotel facilities, local attractions, dining, wellness packages, and destination access can give users stronger reasons to continue to the booking page.

How to Set Up a Ctrip Advertising Account for International Brands

International brands should first determine whether they need an organic travel listing, paid advertising inventory, or both. Listing registration and media purchasing are separate processes and may involve different contracts.

 

1. Choose the Correct Registration Route

The route depends on the product being advertised. Hotels apply through Ctrip’s eBooking system, while tour operators and attraction providers work with the relevant Trip.com Group supplier team. Tourism boards and destination brands normally contact Ctrip’s commercial team directly for banner inventory, destination campaigns, content placements, or flagship stores.

Brands already selling on Ctrip do not need to create another supplier listing. They can work with their assigned China advertising agency or manager to identify suitable promotional inventory and content strategy to boost campaign performance.

A supplier account and an advertising agreement serve different purposes. The supplier account controls listings, prices, availability, and bookings. The media agreement covers paid placement, targeting, campaign dates, and reporting.

 

2. Prepare the Required Documents

Ctrip asks accommodation providers to submit accurate business, property, and settlement information. International brands should prepare:

• Business registration or incorporation documents
• Local hotel or tourism operating licenses
• Property name, address, category, and contact details
• Current property and room photographs
• Room types, rates, availability, and booking policies
• Bank and settlement information
• Trademark or brand authorization, where required

Additional authorization may be needed when the property owner, hotel operator, contracting company, and advertised brand use different legal names. The names and addresses shown across the application, licenses, bank account, and contracts should be consistent.

3. Confirm the Contracting Entity

An overseas hotel does not need to establish a WFOE solely to apply for a Ctrip property listing. Ctrip provides an overseas-supplier registration route, and Trip.com Group works with international accommodation and travel providers.

However, the accepted contracting structure depends on the advertiser’s country, product category, settlement method, and campaign type. Ctrip may contract with the overseas property owner, hotel management company, authorized brand representative, local distributor, or appointed agency.

The contracting entity should be confirmed before campaign materials are submitted. This prevents delays caused by mismatched legal, banking, and brand-authorization records.

4. Complete Verification and Publish the Listing

Hotels register an eBooking account and submit their property details, images, rates, availability, policies, and financial information for review. Once approved, Ctrip issues a contract and creates the property ID.

Before opening the listing for reservations, you should review:

Listing Element	What to Check
Property information	Chinese name, description, address, location, and facilities
Rooms and packages	Room types, inclusions, occupancy limits, and availability
Pricing	Rates, taxes, promotional prices, and payment conditions
Booking policies	Cancellation rules, child policies, meals, and check-in requirements
Visual assets	Accurate, current images arranged in a logical sequence
Settlement	Bank information, commission terms, and invoicing details

According to Ctrip’s official property onboarding guidance, accommodation registration does not require an entry fee, deposit, or security payment. Ctrip charges the commission specified in the supplier contract when eligible bookings are generated. This supplier commission is separate from paid advertising costs.

 

5. Request and Negotiate Advertising Inventory

Once the property or travel product is active and bookable, the brand can submit a campaign brief to its Ctrip representative. The brief should define the target market, audience, objective, preferred format, travel period, available inventory, budget, and reporting requirements.

Ctrip then confirms which placements and targeting options are available. There is no single publicly stated minimum spend across every format. Costs vary according to destination, season, audience, campaign duration, and available inventory.

The proposal should separate the following charges:

• OTA commission: The contractual fee charged on eligible bookings.
• Media spend: Banner, search, sponsored-listing, content, or cross-platform inventory.
• Campaign management: Setup, optimization, coordination, and reporting.
• Creative production: Chinese copywriting, design, video, and landing-page assets.
• Taxes and payment charges: Applicable taxes, invoicing, and cross-border payment costs.

The agreement should also state the attribution window, reporting frequency, cancellation treatment, and definition of a conversion. Brands should not assume that every placement follows the same CPM, CPC, commission, or attribution model.

 

6. Complete Creative Review and Launch Preparation

Ctrip reviews the Chinese copy, images, offer, and landing page before launch. The advertised rates and inclusions must match the property or package listing, and sufficient inventory should remain available throughout the campaign period.

Before activation, confirm that:

• The promoted rooms or packages are bookable
• Prices and campaign dates match the landing page
• Targeting and exclusions match the approved brief
• Tracking has been tested
• Reporting access has been provided
• The account has a process for updating rates and availability

Brands should reserve several weeks for supplier verification, contracting, inventory confirmation, and creative approval.

From our Ctrip campaign work: For Courtyard by Marriott Colombo, SDG connected paid visibility with an active property listing. The August–December 2024 campaign generated more than 100,000 impressions, 4,600 clicks, and 373 booked room nights, allowing performance to be assessed through bookings rather than impressions alone.

 

Audience Targeting Options in Ctrip’s Ad Platform

Ctrip’s main targeting advantage is its access to first-party travel signals. Advertisers can move beyond demographics and reach users based on destination interest, intended travel dates, booking behavior, and membership status. The exact filters available depend on the advertising product and campaign agreement.

Targeting Capabilities in Ctrip’s Ad Manager

Ctrip ad targeting options revolve around four main data groups that foreign advertisers must get familiar with before launching a campaign.

1. Demographic and Geographic Filters

Advertisers may be able to target by:

• Residence or current location
• Age
• Gender
• Departure city
• Destination
• Intended arrival and departure dates
• Individual, family, or business travel indicators

These filters provide an initial audience definition. They are more effective when combined with travel intent.

2. Search and Destination Intent

Ctrip can create audience segments around users who searched for relevant hotels, destinations, flights, attractions, or packages.

For example, a Tokyo hotel may target users who recently searched for Tokyo accommodation or China–Japan flights. The lookback period should be confirmed during setup rather than assumed to be a fixed 30-day window.

3. Booking Behavior

Potential behavioral signals include:

• Previous destination bookings
• Hotel category
• Luxury room preferences
• Family travel
• Business travel
• Beach, ski, spa, or dining interests
• Booking frequency
• Typical booking value
• Advance-booking behavior

These signals allow advertisers to match the offer to the travel context. A family package and a business-travel room promotion should not use identical audience criteria.

4. Membership Tier

Membership segmentation can help advertisers identify frequent or higher-value travelers. Available classifications may include Gold, Platinum, Diamond, Gold Diamond, and Black Diamond.

Advertisers should confirm which tiers can be selected and whether performance is reported separately for each group.

Retargeting Options

Depending on the campaign product, Ctrip may support retargeting for users who:

• Viewed the hotel or travel product
• Searched for relevant travel dates
• Clicked an offer
• Compared similar hotels
• Began but did not complete a booking

Property viewers and booking abandoners represent different levels of intent. They should be separated where the platform permits it and assigned different bids, messages, or incentives.

Ctrip vs. Meituan vs. Fliggy: Which OTA Advertising Channel to Choose?

Ctrip, Meituan, and Fliggy overlap across travel planning and hotel bookings in China, but each platform serves a different commercial role and audience reach.

Decision Factor	Ctrip	Meituan	Fliggy
Core strength	Domestic and outbound hotels, flights and packaged travel	Domestic hotels, local services and in-destination consumption	Travel services connected to Alibaba’s consumer ecosystem
Typical intent	Advance destination research, comparison and booking	Domestic and local demand, including short-distance travel	Package discovery, branded offers and ecosystem campaigns
Common promotional formats	Display, search, sponsored listings and destination campaigns	Merchant visibility, search placement and local promotions	Storefronts, search visibility, packages and campaign pages
Fit for an overseas business	Strong when targeting Chinese outbound travelers	Limited unless the brand also operates in China	Relevant for packaged offers and Alibaba-linked campaigns
Operational requirement	Accurate listing and travel-intent targeting	Local merchant operations	Store or package management within the Alibaba ecosystem

 

Choose Ctrip for Outbound Demand

Ctrip is generally the first OTA to assess when an international hotel wants to reach mainland Chinese travelers researching an overseas destination.

It is particularly relevant when the campaign objective is:

• Increasing visibility in destination searches
• Generating qualified hotel-page visits
• Increasing booked nights
• Reaching frequent outbound travelers
• Supporting a defined travel or booking period

 

Choose Meituan for Domestic and Local Demand

Meituan’s broader model centers on local services and domestic consumption. Its travel offering is more relevant to hotels, attractions, and hospitality brands operating inside China. An overseas hotel without a domestic property or local-service proposition is less likely to make Meituan its primary booking channel for Chinese outbound travelers.

Choose Fliggy for Alibaba-Connected Travel Campaigns

Fliggy is Alibaba’s online travel platform for hotels, flights, attractions and packaged travel. In 2025, Alibaba placed Fliggy in its China E-commerce Group alongside Taobao and Tmall, strengthening its connection with Alibaba’s wider consumer ecosystem. Their recent platform update confirms this organizational integration.

This OTA platform may be relevant when a brand:

• Sells structured travel packages
• Operates within Alibaba’s commerce ecosystem
• Needs a branded travel storefront
• Coordinates travel offers with larger Alibaba campaigns

 

When to Use Multiple Platforms

A Ctrip-only campaign may be appropriate when the objective is to capture existing hotel demand for one overseas destination.

A multi-platform campaign is more relevant when the brand must influence several stages of the journey:

• Xiaohongshu or Douyin for destination inspiration
• Ctrip for travel research and booking
• Fliggy for packaged offers or Alibaba-connected activity
• Meituan for domestic travel and local consumption

Each platform needs a defined role. Media should not be divided equally without considering audience intent, available inventory, and measurable booking outcomes.

 

Campaign Performance Benchmarks and Reporting Capabilities

Ctrip performance should be evaluated according to the placement and campaign objective. A banner campaign cannot be assessed against the same direct-booking criteria as a sponsored hotel listing.

Recommended KPIs by Format

Ad format	Primary KPIs	Supporting KPIs
Banner ads	Impressions, reach and CTR	Destination searches, listing visits and assisted bookings
Search ads	CTR, CPC and qualified listing visits	Booking starts, bookings and cost per booking
Sponsored listings	Bookings, booked nights and cost per booking	Listing views, conversion rate and booking value
Package promotions	Package views and completed orders	Order value, acquisition cost and cancellation rate

 

How Should CTR Benchmarks Be Used?

A 2–4% CTR may be used as an initial planning range for high-intent hotel search advertising, but Ctrip does not publish it as an official benchmark. Performance changes according to the destination, property recognition, placement, audience, offer, and booking period.

SDG’s Courtyard by Marriott Colombo campaign generated more than 4,600 clicks from more than 100,000 impressions. Based on those rounded figures, the campaign achieved a minimum aggregate CTR of 4.6% and generated 373 booked nights. This campaign should be used as first-hand evidence of what our team executed, not as a promised outcome for other businesses.

 

Establish a Baseline Before Launch

Record the property’s existing performance before paid activity begins:

• Organic Ctrip impressions
• Listing views
• Booking volume
• Booked nights
• Average booking value
• Conversion rate
• Cancellation rate
• Existing commission
• Existing acquisition cost

The baseline helps determine whether paid activity produced incremental demand or captured bookings the listing may have generated without advertising.

 

Confirm the Attribution Model

Ctrip does not publicly document one attribution model for every advertising product. Before launch, advertisers should ask:

• Are bookings attributed through clicks, impressions, or both?
• What is the attribution window?
• Are assisted bookings reported?
• Can a later organic visit still be credited to advertising?
• Are canceled and refunded bookings removed?
• Are paid and organic bookings separated?

A booking reported by Ctrip should not automatically be treated as equivalent to a last-click conversion in the hotel’s analytics platform.

 

What kind of brands should be advertised on Ctrip?

●      Outbound Destination Brands

Beyond the usual Western destination brands, Chinese tourists seem to lean more toward Asian travel spots. If you look at the famous theme parks and overseas destinations frequented by locals in 2023, Hong Kong Disneyland and Universal Studios Japan are at the top of the list.

Nevertheless, when it comes to overseas cultural and city trips, locals can’t exclude classic attractions like the Roman Colosseum and Château de Versailles from their list.

The popularity of these places among Chinese travelers can benefit nearby hotels, restaurants, and other travel-related businesses.

 

(Source: Dragon Trail)

 

Data suggests that most Chinese tourists also prefer to plan trips to nearby countries in categories like beaches, food, and trendy destinations. Beyond Asian spots, they also consider trending or “internet famous” places like the Maldives.

Many Ctrip users also value sightseeing and food experiences when traveling abroad, as evidenced by the countries mentioned in the chart.

 

(Source: Dragon Trail)

 

●      Travel Retail Brands

Many travelers from China today don’t just go abroad for sightseeing or cultural activities. These days, local tourists are fond of travel retail trips. This market segment has an estimated value of $64.23 billion between 2023 and 2028.

Recognizing the influence of this trend, Ctrip included a shopping section on its platform. This feature lets users view Duty-Free shops, food markets, restaurants, malls, and establishments near their desired destination.

 

Ctrip’s Shopping Section

 

 

Frequently Asked Questions (FAQs)

How much does it cost to advertise on Ctrip?

Ctrip does not publish a minimum spend for every advertising format. Banner ads may use CPM or fixed-placement pricing, while search ads and sponsored listings may use CPC or negotiated promotional terms. Hotels and tour operators may also pay commission on completed bookings. The final cost depends on the destination, placement, audience, campaign period, and inventory.

Can international brands without a China business license advertise on Ctrip?

Overseas hotels can create a Trip.com property listing without establishing a WFOE solely for registration, provided they operate legally and can supply the required licenses. Paid Ctrip media may follow separate contracting rules. The advertiser may need to contract through its overseas company, Chinese subsidiary, authorized distributor, or appointed agency, depending on the format.

How does Ctrip audience targeting work for Chinese outbound travelers?

Ctrip can build audiences using travel signals such as departure city, intended destination, recent searches, travel dates, listing views, previous bookings, and membership tier. Some filters may be selected in an advertiser interface, while others are configured by Ctrip’s commercial team. Availability and reporting should be confirmed for each campaign.

Should I advertise on Ctrip, Meituan or Fliggy for my hotel in Europe?

Ctrip is generally the strongest starting point for a European hotel targeting Chinese outbound travelers. Meituan is more focused on domestic hotels and local services within China. Fliggy is relevant to packaged travel and campaigns connected to Alibaba’s commerce ecosystem. The decision should be based on the intended traveler and booking product, not total platform size.

 

Is Ctrip Advertising Right for Your China Marketing Strategy?

Ctrip works best when the campaign begins with a commercial question: Do you need more destination awareness, more qualified property traffic, or more confirmed bookings? That answer determines whether your budget belongs in display inventory, search, sponsored hotel promotion, package distribution, or a combination of channels.

 

 

 

Our team at Sekkei Digital Group works with hotel chains, tour operators, and travel service providers targeting Chinese outbound tourism across platform selection, campaign setup, localization, and performance analysis.

If you are evaluating Ctrip advertising as part of your China market entry strategy, we can walk you through account setup, audience targeting, and campaign execution. Contact SDG to discuss how Ctrip fits into your digital marketing mix for Chinese outbound travelers.