As the global travel landscape evolves, outbound travel brands are increasingly turning to Xiaohongshu (Little Red Book) to reach Chinese consumers. This platform, known for its vibrant community and user-generated content, offers unique opportunities for engagement. However, it also presents several challenges that brands must navigate effectively. What are the challenges that outbound travel brands face on Xiaohongshu in 2025? In this article, Deep Digital China will explore the key challenges faced by outbound travel brands on Xiaohongshu in 2025, supported by practical examples to illustrate these issues.
Through Ctrip report about Chinese outbound tourism development during 2020-2024, we can see tourist numbers surge during last years. This indicated a developing and booming outbound tourism market in China in 2025.
1. Intense Competition
During pre-travel planning, about 25% of travelers turn to Xiaohongshu for guides, followed closely by search engines (23.6%). Douyin (TikTok) (16.7%) and OTA platforms (13.1%) rank next, underscoring the influence of emerging channels and the enduring role of traditional search engines. It means the outbound travel market on Xiaohongshu in 2025 will be more crowded. Numerous brands compete for attention, making it difficult for any single entity to stand out. With many travel agencies, tour operators, and influencers all vying for the same audience, brands must find innovative ways to differentiate themselves.
2. Understanding Cultural Nuances
Outbound travel brands must navigate cultural differences when marketing to Chinese consumers. What works in Western markets may not resonate with this specific audience. Brands need a deep understanding of local preferences, values, and behaviors to craft effective marketing messages.
3. Changing Consumers and Preferences
Era Z will become the main force of tourism consumption
As the post-90s and post-00s enter the workplace or enter universities, the demand for outbound travel continues to surge.
According to an analysis by the China Tourism Academy, young people with higher education account for a large part of China’s outbound tourists. Young and middle-aged tourists dominate, with 82.8% of tourists aged between 22 and 41.
According to data from Ctrip Group, the number of female tourists is more than 10 percent higher than that of male tourists, and the total proportion of post-90s and post-00s has surpassed that of post-80s, becoming the main force of the outbound tourism market.
Shifts in Travel Trends
Consumers may prefer sustainable or experiential travel, requiring brands to adapt quickly. Increasing awareness of climate change and environmental issues has led travelers to seek eco-friendly options. Brands must offer and promote sustainable travel packages, such as eco-tours or carbon-neutral accommodations.
Personalization
There’s a growing demand for tailored travel experiences, necessitating more data-driven marketing. Brands must leverage consumer data to create personalized travel recommendations and experiences, catering to individual preferences and past behaviors. Developing flexible, customizable itineraries that allow travelers to choose activities based on their interests can enhance consumer satisfaction.
4. Maintaining Authenticity
Authenticity is crucial on Xiaohongshu. Users prioritize genuine experiences and recommendations over polished advertisements. Outbound travel brands must strike a balance between promoting their services and maintaining authenticity in their messaging.
5. Navigating Regulatory Challenges
Outbound travel brands often face regulatory hurdles when promoting international travel. Policies can vary significantly between countries, affecting marketing strategies and operational capabilities. Brands must stay informed about regulations to avoid potential pitfalls.
A travel agency promoting trips to a destination with strict entry requirements must clearly communicate these guidelines. Failure to do so could result in customer dissatisfaction and negative reviews, impacting the brand’s reputation.
6. Economic and Political Factors
Travel Restrictions
Ongoing geopolitical tensions and health concerns can impact travel behavior and preferences. Such as ongoing geopolitical issues can lead to travel advisories or restrictions, affecting consumer confidence in certain destinations. Brands must stay informed and adjust their offerings accordingly. Besides this, brands also need to develop crisis management strategies to address potential safety concerns, ensuring that they can provide accurate and timely information to travelers.
Economic Fluctuations
Changes in disposable income and economic stability can influence travel spending. Economic instability or downturns can affect disposable income, leading to reduced travel spending. Brands may need to offer more budget-friendly options or promotions to attract cost-conscious travelers. Inflation can lead to increased travel costs, affecting everything from accommodation to transportation. Brands must navigate these changes while maintaining competitive pricing. Clearly communicating the value of travel experiences, especially during times of economic uncertainty, becomes crucial for brands to justify costs to consumers.
7. Competing with Domestic Travel Options
The rise of domestic tourism in China has led to increased competition for outbound travel brands. Many consumers are choosing to explore local destinations instead of traveling abroad, making it essential for brands to effectively communicate the value of international travel.
For example, when promoting trips to Japan need to highlight unique experiences, such as seasonal festivals, seasonal scenery or cultural workshops, that cannot be replicated in domestic travel. By emphasizing the distinct benefits of international travel, brands can attract interest from potential travelers.
8. Engaging with Influencers
Influencer marketing can be a powerful tool on Xiaohongshu, but engaging the right influencers is crucial. Brands must ensure that influencers align with their values and resonate with their target audience. This process can be challenging and time-consuming.
A luxury travel brand could collaborate with a travel influencer known for their high-end lifestyle. However, if the influencer’s audience does not match the brand’s target demographic, the partnership may yield minimal results. Conducting thorough research before collaboration is essential for success.
9. Creating Compelling Content
Xiaohongshu is a visually-driven platform, and creating high-quality, engaging content is essential. Travel brands must invest in professional photography and videography to capture the attention of users. However, this can be resource-intensive.
A travel brand might produce a series of visually stunning posts about a tropical destination. However, if the content lacks storytelling or fails to evoke emotions, users may scroll past it without engaging. Brands should focus on creating narratives that connect with their audience emotionally.
10. Handling Negative Feedback
User-generated content on Xiaohongshu can include both positive and negative reviews. Travel brands must be prepared to handle criticism and respond appropriately to maintain their reputation. Ignoring negative feedback can lead to further dissatisfaction and damage credibility.
If a travel brand receives complaints about poor service from a specific tour, it must address these concerns publicly. By acknowledging the issue and outlining steps to improve, the brand demonstrates a commitment to customer satisfaction and builds trust in the long run.
11. Technological Adaptation
Emerging Technologies
Keeping up with advancements in AI, AR, and VR for immersive travel experiences can be resource-intensive.
E-commerce Integration
Effectively integrating e-commerce features within Xiaohongshu to facilitate bookings can be challenging.
12. Measuring Success Effectively
Finally, measuring the success of marketing efforts on Xiaohongshu can be complex. Traditional metrics may not fully capture engagement or conversion rates on this unique platform. Brands need to develop tailored metrics that reflect their specific goals.
For example, a travel brand might track likes, shares, and comments on its posts but should also consider qualitative feedback from users. This combination of quantitative and qualitative analysis provides a more comprehensive view of brand performance.
Conclusion
Outbound travel brands face numerous challenges when engaging with consumers on Xiaohongshu in 2025. By understanding the competitive landscape, navigating cultural nuances, and maintaining authenticity, brands can effectively connect with their audience.
Moreover, engaging with the right influencers, creating compelling content, and fostering community engagement are essential for long-term success. As the travel industry continues to evolve, brands that adapt and innovate will be better positioned to thrive on Xiaohongshu and capture the attention of today’s discerning travelers. If you want to promote your travel brands on Xiaohongshu in 2025, please feel free to contact Deep Digital China.