Marketing to Affluent Chinese Female Travelers Using Xiaohongshu

Marketing to Affluent Chinese Female Travelers Using Xiaohongshu

Last Updated on January 17, 2025

Affluent Chinese women are leading the new generation of outbound tourists from China, with 80% of travel decisions coming from this consumer segment.

With the power of She Economy extending its influence in the Chinese outbound tourism market, foreign travel brands must closely follow the trends and consumption patterns that these audiences exhibit and how these factors affect their travel planning. And what better platform to find that data than Little Red Book?

Read along as we unpack the preferences of today’s Chinese female travelers and share how marketers can maximize Xiaohongshu to appeal to this incredibly travel-savvy audience.

 

Who are Affluent Chinese Female Travelers?

Chinese women are generally considered the purchasing decision-makers in most domestic households, so it’s not a stretch to think they’ll also hold the reins when planning family trips locally or internationally.

However, it’s worth noting that most reports on Chinese female travelers show a common thread of increased interest in solo travel trends. This consumption shift mainly stems from the segment’s newfound sense of self-empowerment and growing financial independence.

As this consumer segment continues redefining the luxury travel industry, it’s becoming more evident that Chinese women value experiences over shopping for material goods when they travel overseas.

 

Who are Affluent Chinese Female Travelers

 

Around 90% of female Chinese tourists also prefer niche destinations over popular ones. Instead of booking for mainstream tourist spots with cultural or historical significance like usual, they look for places with unique natural beauty and landscapes.

According to a survey conducted by Finn Partners, 69% of Chinese women participants they’ve talked to preferred to travel with their friends rather than family members.

And regardless of whether they’re traveling with peers or partners, their opinions on destinations and activities during the entire trip tend to carry more weight than others.

 

Consumer Profile of Female Chinese Travelers on Xiaohongshu

Chinese travelers on Xiaohongshu seek different media and content when planning their trips. To gauge the patterns of your target audience, you must understand the unique preferences and user behavior of local female tourists on this app compared to other social media platforms.

Here are some notable demographics and statistics you should note:

  • 79% of Little Red Book’s active user base is female
  • 42% of Xiaohongshu travel consumers reside in Tier 1 and Tier 2 cities in China
  • 77% of LRB users searching for “outbound travel” tags are female
  • 26-30 is the highest age bracket of female users searching for travel-related tags on Xiaohongshu.
  • 55% of travel-related queries on Xiaohongshu include specific location keywords

 

Consumer Profile of Female Chinese Travelers on Xiaohongshu

 

Why use Xiaohongshu to market to affluent Chinese women?

Although Xiaohongshu has expanded beyond female-centric topics, no one can deny that its predominant content categories mainly focus on lifestyle, travel, beauty, and fashion. This influence alone makes the app a goldmine for brands looking to connect with affluent Chinese women, especially those eager to explore international travel destinations.

Unlike many other platforms, Xiaohongshu thrives on authentic user-generated content and reviews. Community members share product unboxings, travel diaries, and personal recommendations that carry more weight than typical digital advertising strategies.

 

Types of travel content on Xiaohongshu

Types of travel content on Xiaohongshu

 

This culture of peer-to-peer recommendation is especially effective for travel brands targeting affluent consumers. It allows prospective travelers to see genuine experiences and encourages them to customize their travel plans by looking for enhanced room amenities and other upgrades to make their trips more convenient.

It’s also worth noting that Xiaohongshu is a bustling e-commerce marketplace. Users can read real-life reviews, watch short videos, and purchase products (or travel-related services) without leaving the app.

By integrating content, community, and commerce under one roof, the platform streamlines the buyer’s journey, providing an environment that caters perfectly to women seeking quality offerings for their next vacation abroad.

 

Popular Xiaohongshu Travel Trends Among Wealthy Chinese Female Travelers

 

●     Preference for Health and Wellness

After the travel restrictions caused by the pandemic in the past few years, wellness trends have taken over almost every market segment in China. Instead of the usual leisure travel plans, health trips are increasingly gaining traction in Xiaohongshu.

Many popular destinations and lifestyle brands continue to highlight the positive impact of travel plans on physical and mental well-being while also promoting their offerings. This includes activities like spa, yoga, and taichi, as well as healthcare-related travel packages.

 

Examples of Brands Promoting Wellness Travel on Xiaohongshu

 

●     Tourism Seasonal Experiences over Travel Retail Destinations

Beyond acquiring material possessions, affluent Chinese female travellers now prefer to plan their trips around seasonal occasions. For example, niche destinations like Kyoto are particularly popular among Chinese tourists during the cherry blossom season.

Ski resorts and other establishments also increase search volume on most local social media platforms before and during the winter period.

The “seasonal” travel searches also witnessed a 263% year-on-year increase on Xiaohongshu in 2023, which solidifies the importance of the app in the local travel industry.

This demand also refers to the surge of travel searches related to Chinese holidays and festivals because it’s usually the time local consumers book for family travel and vacations.

For brands offering themed accommodations, we recommend starting your content seeding strategies on Xiaohongshu two to three months before these major events happen.

 

Chinese Female Tourists on a Ski Resort (Source: China Daily)

 

●     The Shift in Luxury Travel

For a long time, economic and social influence has often had a significant impact on how Chinese women view travel. With the changing definition of luxury, this consumer group correlates this term with self-discovery, personal growth, and solo travel planning.

In the same study by Finn Partners, high-valued Chinese females who prefer solo trips believe that luxury travel brings profound joy.

Rather than looking at it as a display of their economic status or an escape from everyday routine, they see these trips as a reward for their hard work and achievements.

 

Meaning of Luxury to Chinese Female Tourists

Source: Finn Partners’ Latest Report on China’s Women In Charge

 

Solo travel hashtags have also made waves on Xiaohongshu in the past year. With terms like “Independent Travel Itineraries” and “Independent Travel Guides” seeing a 390% year-on-year increase, it’s evident that this trend aligns with the spending habits of users on the platform.

 

How to Market to Affluent Chinese Female Travellers on Xiaohongshu

 

1.   Travel Influencer Collaborations

Given Xiaohongshu’s user-generated and community-driven nature, it’s no secret that it’s also a good marketing channel for finding travel bloggers and social media influencers.

These travel KOLs and KOCs can stand as pseudo-travel advisors, creating aspirational yet relatable content and sharing their experiences in ways that resonate deeply with their followers.

 

Organic travel KOL live-stream content on Xiaohongshu

Travel KOL content on Xiaohongshu (Source: Dragon Trail)

 

Look for influencers who align with your brand image and demonstrate genuine enthusiasm for travel. While mega-influencers have extensive reach, sometimes niche micro-influencers with highly engaged audiences (known as “KOCs” or Key Opinion Consumers) deliver more tangible results.

 

2.   In-depth & Content-rich Notes

Xiaohongshu thrives on authenticity and detail. Users often seek comprehensive guides, local insights, and personal reflections rather than quick snapshots. For affluent female travelers, details about curated itineraries, luxury accommodations, and unique cultural experiences add an extra layer of trust and desirability.

Brands can turn each post into a mini journey that paints a vivid picture of a destination’s local or cultural features. Supplement these posts with high-quality photos, short videos, and live streams.

 

3.   Hashtag Integration

Hashtags on Xiaohongshu (often referred to as “话题标签”) help categorize content. They make it easier for users to discover new destinations, travel tips, or brands. Using them strategically can significantly boost visibility among affluent travelers who are actively researching high-end accommodations and guest services.

Monitor trending hashtags on Xiaohongshu’s “Explore” page to see which topics resonate with affluent female travelers. Align your brand content with these trends if it feels authentic.

 

travel-related topics on Xiaohongshu

Travel-related hashtags on Xiaohongshu

 

Ready To Dominate China’s Outbound Travel Market? Get In Touch With Us Today!

Chinese female travelers are now more decisive and independent. From arranging solo trips to their shifting views on luxury, these affluent consumers seek unique experiences and activities that resonate with their physical and mental well-being.

You may also want to read:

Xiaohongshu for Tourism Marketing

 

At Sekkei Digital Group, we understand the importance of Xiaohongshu in shaping how Chinese tourists view your business. With our in-depth industry knowledge and experience, our goal is to help your brand establish credibility and authority in the country’s dynamic digital ecosystem.

 

Sekkei Digital Group Services

 

Whether you plan to work with travel influencers or expand your visibility using advertising strategies, we have all the digital solutions you need. Contact us today, and let’s start mapping your entry into China’s outbound travel market.

 

contact us SDG

 

References:

Affluent Chinese women redefining luxury travel

China’s Women In Charge

7 Must-Know Xiaohongshu Trends for Travel Brands

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