Last Updated on December 1, 2024
It’s no secret that Chinese travelers rely on top social media platforms to discover outbound travel destinations and activities. However, among the handful of options available in China’s dynamic digital ecosystem, Xiaohongshu has emerged as the top source of travel planning resources in the past few years.
Read along as we explore how foreign businesses can effectively utilize Xiaohongshu for tourism marketing and the platform’s growing influence on the decision-making of Chinese travel consumers.
The Growing Influence of Xiaohongshu on Tourism Marketing
Xiaohongshu is driven by user-generated content. Because of this, Chinese travelers are more at ease searching for reliable information on this social networking channel. Here are several indicators of how influential the platform has been to local tourists who are traveling abroad:
- Travel-related posts on Xiaohongshu increased by 273% in 2023
- Most travel searches on the platform are about food, lifestyle, and fashion
- Length of text and images matters a lot to consumers when searching for travel-related content on Xiaohongshu
- Searches for “Overseas Travel” increased by 107% YOY on Xiaohongshu
Consumer Profile of Potential Travelers on Xiaohongshu
Before pouring your tourism marketing efforts into Xiaohongshu, getting to know your target audience is of utmost importance. According to a webinar by Xiaohongshu and Dragon Trail, around 77% of consumers searching for outbound tourism-related content are female users.
In the past months, 79% of potential Chinese tourists browsing for travel tips and inspiration on Little Red Book belong to the 19-35 age group. And within this Xiaohongshu user base, 42% reside in high-tier cities (Tier 1), and 58% belong to low-tier urban regions (Tier 2 to 5).
Looking at the Xiaohongshu trends among Chinese travelers, one can see that their content preferences often revolve around brand collaborations, entertainment, and cultural activities.
Best Strategies To Utilize Xiaohongshu for Tourism Marketing
1. Influencer-led Content
In lieu of Xiaohongshu transforming into a social e-commerce platform, many influencers have taken its live-streaming and video features as a primary medium to communicate with their followers.
Compared to other social media platforms, Xiaohongshu is dominated by around 80 million content creators, from Key Opinion Leaders (KOLs) to Key Opinion Consumers (KOCs). This crowd gives travel brands more freedom to choose the best collaborator for their marketing campaign.
Organic travel KOL live-stream content on Xiaohongshu (Source: Dragon Trail)
When top influencers live-stream their travel experiences or share videos of destinations, they create a sense of credibility and relatability that business accounts cannot replicate.
Their followers trust their opinions and recommendations, making these content creators invaluable in shaping perceptions about a travel brand.
An excellent example of a successful influencer marketing campaign is Dubai’s “Dubai can also play like this” tourism promotion. They launched various influencer collaborations with content creators, inviting them to explore the country’s top destinations.
Dubai Tourism Bureau’s KOL Campaigns on Xiaohongshu (Source: Dao Insights)
Inviting influencers for collaboration encouraged the organic creation of user-generated content, as most creators are likely to post in-depth reviews about their experiences in the form of videos or notes.
With engaging content from the users they trust, the chances of your target audience digesting these valuable insights are higher than when launching traditional advertising campaigns.
The tourism department also worked with hotels, shopping establishments, and other travel brands to offer discounts and deals.
By integrating these strategies with the significant influence of travel KOLs and KOCs, these foreign brands can entice more of their target audience to include them in their travel planning on Xiaohongshu.
2. Hashtags for Better Discoverability
Xiaohongshu users are highly engaged and trend-driven. Because of this, putting proper and relevant hashtags is vital to increase brand visibility on this social media platform.
With the platform’s unique blend of social networking and built-in search engine, a well-thought keyword strategy can drive traffic to your official brand account.
Chinese tourists are actively searching for travel inspiration, as evidenced by the surge in volume for tags like “出个远门” or ‘take a trip” and Neighborhood Warming (近邻升温) in the past few months.
Examples of trending travel-related hashtags on Xiaohongshu
The Australian Tourism Bureau knew that hashtags are one of the platform’s unique features that will take them to a wider audience. Because of this, they took advantage of the trending 618 festival tags and launched a campaign called “Just Rush to Australia on 618.”
With this event-timed program, the tourism agency brought around 40 travel brands closer to interested Chinese tourists in Xiaohongshu.
Not only did this campaign establish the brand exposure of different destinations, but it also gave them the chance to offer many users their products and services, like accommodations and group tours.
Xiaohongshu Content related to the Australian Tourism Bureau
3. Visual-Centric and Text-Rich Content
When formulating Xiaohongshu marketing strategies, visually appealing media is non-negotiable. Always remember: The cover image serves as the first impression of your post. Whether it’s a note, short-form video, or a product listing from your online store, you must showcase your offerings in the best light.
This is especially true if you want to successfully market travel services and destinations to Chinese tourists. You should also maintain a cohesive visual style across all content to establish a recognizable brand identity.
Given that Xiaohongshu is predominantly accessed via mobile devices, vertical images with a 3:4 aspect ratio are recommended to enhance user experience. This format aligns seamlessly with the platform’s interface, making your content more appealing and accessible.
While visuals capture attention, accompanying them with informative text provides context and depth. Utilize the platform’s allowance of up to 1,000 characters to share engaging narratives, travel tips, or cultural insights that complement your images, offering users a richer experience.
You should also incorporate call-to-action (CTA) within your posts to prompt user engagement. Encouraging users to share their own experiences or ask questions fosters a sense of community and increases your brand presence and content visibility through higher engagement rates.
4. KFS Content Strategy
Implementing the KFS content strategy on Xiaohongshu can significantly enhance tourism marketing efforts by leveraging the platform’s unique ecosystem. This approach stands for Key Opinion Leaders (KOLs), Feeds, and Search.
It combines influencer partnerships, targeted advertising, and search optimization to drive user engagement and conversions. First, find KOLs to create authentic, valuable content that showcases destinations through their personal travel experiences. This step fosters brand awareness and credibility.
Meanwhile, feed ads extend your content’s reach by targeting a broader audience. These in-stream promotions ensure your message reaches users most likely to engage, optimizing visibility and ad spending.
And, of course, the search strategy focuses on users actively seeking travel information. By optimizing keywords and monitoring trends, brands can appear in searches for reviews and recommendations, directly influencing decisions happening within this lucrative market.
5. Social Search Optimization & Ads
When it comes to leveraging Xiaohongshu for tourism marketing, combining social search optimization with well-placed digital ads can be a game-changer, especially for generating conversions.
The Little Red Book platform uses a data extraction system that tailors content to users based on their search behaviors. This makes keyword integration more essential than one might think.
To reach potential travelers, focus on keywords tied to trending searches or user behavior, such as “Travel Itinerary,” “Hidden Gems,” or even niche phrases like “Local Cafes in [Destination].” These terms can bridge the gap between your content and what users seek.
Beyond keyword and hashtag integrations, targeted advertising can also be instrumental if you want to successfully market travel brands on Xiaohongshu.
Formats like brand zone ads or search ads allow you to dominate the top of search results for relevant queries. For example, when a user searches for “Airbnb,” a targeted ad will appear on top of the search results, directing them to the brand’s official account or other landing pages.
6. Travel Listing Integration on Notes
Integrating booking links directly into your Xiaohongshu content is a powerful strategy for converting user interest into tangible bookings. By embedding these links within your posts, you provide users with a seamless transition from inspiration to action, enhancing the likelihood of reservations.
To implement this, consider incorporating direct booking links to your official website or collaborating with established travel platforms like Ctrip. For instance, Xiaohongshu has partnered with Ctrip to offer its users integrated travel guides and booking features.
This integration also allows users to access location-based recommendations and make reservations without leaving the app.
7. Xiaohongshu Community via Group Chat Integration
To build brand loyalty among Xiaohongu’s content-savvy user base, you must foster a genuine connection with your target audience. It means creating a community around your business to ensure long-term brand loyalty and stickiness.
Group chat integration on XHS provides an exceptional way to enhance customer relationships. It creates a private domain traffic channel where brands can maintain and grow their core user base.
With these chats, travel marketers can gather audiences interested in specific destinations or experiences, cultivating a sense of exclusivity around their offerings.
Group chats on XHS allow brands to engage users beyond surface-level social media engagement. This private traffic source is also an effective avenue to encourage existing audiences to create user-generated content for your brand.
Through features like advanced note association, marketers can link engaging travel notes to their group chats to streamline user journeys on the platform.
Brands can also use these chats to share live updates, host Q&A sessions with travel influencers, or offer early access to promotions. Using these tactics, you can turn engaged users into repeat customers and act as pseudo-ambassadors by sharing their experiences within and beyond the group.
What kind of overseas travel brands will thrive in Xiaohongshu?
● Popular Tourist Destinations
With user-generated reviews rampant on the platform, many Chinese internet users are fond of using Xiaohongshu to find hidden travel gems and destinations. Travel brands showcasing popular destinations will succeed if they lean into aspirational, picturesque content.
Highly photogenic or culturally immersive destinations resonate particularly well on the platform. This is because Xiaohongshu users are often young, affluent, and urban. They seek unique travel experiences they can share on social media.
Posting user-friendly guides, interactive itineraries, and personal stories about these destinations creates organic buzz. Brands should partner with micro-influencers to amplify authenticity, as genuine recommendations build trust with the platform’s discerning audience.
● Luxury Shopping Districts
Luxury shopping districts are a natural fit for Xiaohongshu’s audience, which is strongly inclined toward retail travel.
Locations such as Ginza in Tokyo, Champs-Élysées in Paris, or Rodeo Drive in Los Angeles can thrive by showcasing exclusive shopping experiences, high-end stores, and the glamour of their surroundings.
Travel brands promoting these areas should leverage Xiaohongshu’s focus on aesthetics, using short videos and high-quality images that highlight luxury brands, storefronts, and the district’s exclusivity.
● Hotel and Accommodation
Hotels and accommodations that excel on Xiaohongshu typically emphasize personalized luxury, unique designs, and outstanding service. Boutique hotels, eco-friendly lodges, and branded luxury homestays are trendy as users seek accommodations that feel like an extension of their lifestyle.
Travel brands should focus on creating visually stunning content, such as room tours or behind-the-scenes glimpses of exceptional amenities. Xiaohongshu users value curated experiences, so showcasing personalized touches like welcome gifts, exceptional dining, or unique local activities can be a game-changer.
Ready To Dominate China’s Outbound Travel Market? Get In Touch With Us Today!
Xiaohongshu is one of the fastest-growing Chinese social media platforms. Because of its trend-driven nature, managing marketing campaigns on this platform may require an in-depth understanding of how typical outbound travelers consume online content.
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At Sekkei Digital Group, we understand Little Red Book has a role in the travel decision-making process. With our extensive industry experience and domestic knowledge, we can assist your brand in maximizing Xiaohongshu for your tourism marketing strategies.
Whether you intend to work with travel KOLs or launch a paid advertising campaign, we have all the solutions you need. Contact us today, and let’s start working together!
References:
7 Must-Know Xiaohongshu Trends for Travel Brands
Enhance User Stickiness (用户粘性) with XHS Group Chat (小红书群聊) Strategy