Last Updated on July 23, 2024
China’s travel and tourism industry continues to bounce back after the brief decline caused by the pandemic. The market has a predicted volume of 130 million Chinese tourists traveling abroad in 2024, a 50% increase compared to last year’s outbound travel statistical data.
With the travel market increasingly influenced by China’s thriving social media landscape, brands are eager to explore different ways to attract younger audiences. One proven and tested strategy that has always worked is soliciting the help of top KOLs.
In this post, we’ll list the best Chinese KOLs for travel brands, the platforms where you’ll find most of them, and the strategies to maximize this collaboration.
What is a Chinese Travel KOL?
Chinese travel KOLs (Key Opinion Leaders) are online personalities with a dedicated online following on local social media platforms. These influencers are known for creating online content based on their personal travel experiences.
Instead of brands that create regular promotional posts for their offerings, KOLs and KOCs integrate their daily lives into the content. Due to their content’s organic and genuine nature, most travel industry consumers rely on their recommendations and opinions when planning their trips.
The sway they hold on people’s purchasing decisions is one reason why influencers are in demand for promoting travel packages and other related products or services.
Photo by Freepik
Beyond posting alluring travel posts, these influencers can come from different walks of life. Some are already established celebrities, industry experts, professionals, or regular social media users who gained fame through a travel blog.
Regardless of whether they have former fame or not, their commanding presence on online channels is key to garnering local exposure and brand credibility in China. In Statista’s report, 86% of their Chinese respondents revealed that they followed at least one recommendation from an influencer they follow.
Impact of social media influencers on purchasing in China (Source: Statista 2023 Report)
How Important are Chinese Influencers for Travel Brands in China?
A survey by China Trading Desk shows that 40% of Chinese tourists planning their trips are likely to check social media channels for recommendations.
As you know, travel KOLs typically have a larger or more diverse following on these platforms than tourism organizations or businesses. By partnering with them, you can access a broader audience beyond your existing channels.
Most travel influencers also specialize in various niches, such as family travel, skiing, food tourism, etc. They can effectively promote your offerings to these specific market segments, ensuring your message reaches the right audience.
Image by Freepik
Beyond that, Chinese influencers understand their audience’s cultural nuances and preferences by heart. With their domestic knowledge, brands can ensure that the marketing message of the KOL campaigns they launch aligns with the interests and norms within the local market.
Unlike digital advertising, which focuses on a one-to-many marketing model, KOL marketing fosters two-way communication between an influencer and an audience. They also actively engage with their followers, creating a sense of community.
This engagement strategy can lead to higher engagement rates for KOL-recommended travel brands, with followers more likely to comment, share, and take action based on influencer content.
9 Top Chinese Travel Influencers You Can Work With
1. Molly 猫力
One of the top travel bloggers who has been in China’s social media scene since 2012 is Molly 猫力. Right now, her biggest following comes from her Weibo account, with over 6.6 million fans.
Back then, her primary focus was sharing the behind-the-scenes about her travel experiences with her boyfriend. Her depiction of free-spirited adventures in different travel destinations garnered thousands of followers on WeChat and Yizhibo.
Molly’s Weibo Profile
She is among a handful of Chinese travel influencers who worked with renowned global brands like Tiffany. The company even sponsored a Canadian cruise trip to shoot a promotion featuring La Mer’s products.
2. Nono 抬头看风景
Another Chinese travel influencer that Weibo users trust is Nono 抬头看风景. She’s a refreshing sight in the industry because most of her content leans more on discovering less popular, hidden gem destinations perfect for consumers looking for new adventures.
Unlike other Chinese travel influencers, Nono started as a Micro KOL. By consistently posting high-quality content, she accumulated 5.2 million social media followers on Sina Weibo. Because of this, her fan base is understandably more dedicated than others.
3. Chen Jinghua 北京小风子
When Chen Jinghua started her travel blog, she saw it as an escape from the pressures and realities of her ongoing studies at Columbia University. However, as she continued to establish her own brand online, she found herself featured on Forbes’ list of 30 Under 30 under the travel category.
While managing her own company, her growing influence has led to collaborations with an Italian travel luxury brand, TUMI. She also worked with Sony and designed a necklace for Chow Tai Fook Jewelry.
Chen Jinghua’s Weibo Profile
Today, Chen Jinghua has over 2 million followers on Sina Weibo. Her love for outbound travel remains strong, as her recent posts feature her trips to different global destinations like Argentina and Guatemala.
Her popularity in the online travel market goes beyond Weibo. She also has a solid online presence on Little Red Book and WeChat.
4. Tao Liqi (桃巫奇edie)
Tao Liqi, more chronically known as 桃巫奇edie, was an editor at the popular magazine MILK and a platform called YOHO! Her passion for creating fashion campaigns led to her fame on the Chinese reality TV show Go! Wardrobe.
With an established fan base, Tao Liqi continued as an influencer and a professional fashion stylist, updating her followers on her travel adventures.
On Weibo, her 1.2 million followers stay tuned to her posts featuring fashion events she attended worldwide. She also creates informational tips on her fashion recommendations.
桃巫奇edie’s Weibo Profile
5. Ma Liang 安东尼
Most Chinese millennials remember Ma Liang as the author of the best-selling book “A Journey Through Time With Anthony,” which was adapted into a film. It mainly features his travels overseas, specifically her experiences in Melbourne, Australia.
His fame continued online, allowing him to share his travel adventures via social media channels like Weibo and WeChat. Some of his posts seem to promote the Canada BC Tourism Bureau, walking his Chinese followers through famous sights and restaurants in the region.
Ma Liang 安东尼’s Weibo Profile
6. September (九月)
September (九月) is a younger Key Opinion Leader in the online travel industry. She’s a Gen Z influencer who shifted her focus on tourism from her game design roots.
True to her young, curious spirit, her content explores beyond surface-level information. On Douyin, she makes sure that her videos show the tradition of each destination she features.
Beyond travels, she also posts step-by-step guides on how to create cultural specialties. This approach makes her content more unique and allows her to better resonate with the local culture.
September (九月)’s Profile on Douyin
7. Zhang and Liang
Zhang and Liang’s popularity as social media influencers stems from the virality of their travel series called “侣 行 lǚ xíng.” Unlike other influencers who explore typical Western and European destinations, this duo opts for unconventional and less-preferred locations.
Their adventures have taken them to challenging and risky regions in Somalia, Syria, and Afghanistan. They also visited the mysterious ruins of the Chernobyl Nuclear Power Plant.
Zhang and Liang (Source: Hi-Com Asia)
8. Phoney Chan
As a proud graduate of the Beijing Institute of Fashion Technology, Phoney Chan managed to establish her own brand, the PHO Studio. This venture opened many opportunities for her, including the collaboration with a Chinese fashion label like Uma Wang and Dongliang.
Right now, she has a little over one million followers on Weibo. Her travel adventures now include her journey as a mother and fashion events.
Phoney’s Weibo Profile
9. Xiaoxiao Sha 小小莎老师
Xiaoxiao Sha transitioned from teaching Chinese to becoming a full-time travel blogger. She made serious strides in the local tourism industry by building a community around her brand.
Her success led to Estée Lauder inviting her to an event to talk about consumer behavior in China’s travel market.
Xiaoxiao Sha’s Weibo Profile
She frequently updates her 2.5 million followers on Weibo with current life events as well as her new travel experiences in different countries. She also features behind-the-scenes of attending popular events around the world.
Besides Sina Weibo, Xiaoxiao Sha has a massive following on Yizhibo. Her follower count on this local platform ranges from around 1.7 million.
Where To Find Chinese KOLs for Tourism Marketing
1. Online Travel Agencies (OTAs)
The swift development of China’s digital ecosystem has made niche-specific platforms more diverse than before. In fact, today’s online travel agency apps are no longer exclusive to booking and reservations. OTA users can now share travel advice and experiences through photos, videos, and articles.
Hotels that want to market their services via KOLs can benefit from these reviews, as other users of OTA platforms can also view and engage with this type of content. They can see these posts from search results when entering specific keywords or via homepages.
Example of Travel Notes posted by KOLs on Ctrip
China recorded over 509 million OTA users, including the community of travel KOLs in each platform. This number alone tells you the amount of potential audiences you can reach on these booking apps.
If you’re thinking of marketing or advertising on these platforms, you can choose from options like Ctrip, Qunar, eLong, Fliggy, Tuniu, etc.
2. Popular Social Media Channels
China has one of the biggest social media populations in the world, so it’s an excellent starting point for finding a KOL for your travel brand marketing. Start your search on platforms that your target demographic frequently uses.
As you may have noticed from our list, most top travel KOLs have the biggest fan base on Weibo. This is mainly due to the platform’s dynamic content creation tools, which allow brands and influencers to showcase their offerings more creatively.
Little Red Book also emerged as an innovative marketing solution for travel brands after the platform launched the “Seeding Travel Campaign.” In addition to inviting tourism KOLs and organizations to live streams, the platform listed 300 home rentals on the RED app.
Travel KOLs on Little Red Book posting promotional videos
3. Short-Video Streaming Platforms
Video streaming platforms are another excellent place to find Chinese KOLs who can enhance your tourism marketing efforts. Platforms like Douyin (the Chinese version of TikTok) and WeChat Channels are immensely popular among younger audiences.
The short-form videos posted on these platforms are perfect for showcasing quick, engaging travel content. With the collaboration of carefully picked KOLs, businesses can leverage their creativity and reach to captivate potential travelers through compelling visual storytelling.
Agoda’s Profile on WeChat Channels
4. Niche-specific Forums
Don’t overlook niche-specific forums when searching for Chinese KOLs. These forums cater to specific interests and communities, such as food lovers, adventure travelers, or family vacationers.
Sites like Mafengwo and Qyer are popular among Chinese travelers for sharing detailed travel itineraries, tips, and personal experiences.
KOLs active on these forums are often trusted voices within their communities and can provide highly targeted and credible recommendations. Conduct thorough research to identify which forums align with your target market and find influential KOLs in those spaces.
How To Maximize Collaborations with Chinese Travel KOLs?
● Seek Out Niche-Specific KOLs/KOCs
As you may have noticed from our featured travel influencers, most of them often focus on specific niches such as retail travel, adventure tourism, or family vacations. Some of them even incorporate fashion trends and food experiences into their travel content.
You can tap into a more engaged and relevant audience by partnering with influencers whose content aligns closely with your brand’s offerings.
This targeted approach ensures that your marketing efforts resonate more deeply with viewers who are already interested in the type of experiences you provide.
● Work with a Chinese KOL Marketing Agency
Navigating the Chinese social media landscape can be complex, and working with a specialized KOL marketing agency can help you achieve better results.
These agencies have established relationships with influencers and possess the expertise to match your brand with the right KOLs. They understand the nuances of the market, from platform-specific strategies to cultural preferences.
An agency can also help manage negotiations, contracts, and performance tracking, allowing you to focus on your core business activities while your KOL campaign rolls out.
● Align your promotions with Local Festivals
Timing is everything, especially in the world of travel marketing. Chinese festivals and holidays, such as the Lunar New Year, Golden Week, and the Mid-Autumn Festival, represent peak travel periods and consumer spending times.
Aligning your promotional activities with these events can significantly boost your campaign’s visibility and impact. During these periods, travel content tends to receive higher engagement as consumers plan their trips and seek inspiration.
Collaborating with KOLs to create festival-themed content or special travel packages can drive higher conversion rates, capitalizing on the heightened travel interest during these festive times.
Qixi Festival at Shanghai Night Market (Source: China Daily)
Your Trusted KOL Travel Marketing Partner in the Chinese Market!
The continued growth of China’s inbound and outbound tourism clearly indicates that more opportunities will open for foreign brands in the long run. And with younger travelers entering the market, Chinese KOLs serve as a bridge to connect businesses to their intended audience.
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At Sekkei Digital Group, we understand the trajectory of China’s travel trends and the ever-changing needs of Chinese tourists. Our team has extensive industry experience and expertise to help your business to position itself as a credible brand in the competitive Chinese market.
Whether you want to find travel influencers on OTA platforms or launch KOL campaigns on social media channels, we have all the digital solutions you need. Contact us today to learn more!
