China Trading Desk report underscores power of of social media in brand promotions

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By Jess Allerton

Published September 25, 2025

CHINA. Digital marketing specialist China Trading Desk (CTD) has found China’s outbound travel market is entering a new phase of stability, according to the results of its Q3 Travel Sentiment Survey.

The report revealed that interest for overseas trips among Chinese travellers remains strong, with 73% planning one or two international journeys in the next 12 months. The number of first-time outbound travellers has fallen to 39% (down from 44% in Q2), signalling the growing confidence of repeat travellers, according to the research.

The study found that while Chinese travellers continue to book trips at short notice, their intent and willingness to spend remain resilient, creating clear opportunities for airports, travel retailers and brands.

Key survey insights identified airport shopping intent is rising, with 64% of Chinese travellers more likely to shop at the airport after seeing a product promotion on social media (up +2% vs. Q2). A further 29% are undecided, providing an opportunity for travel retail brands to capture incremental spend through in-airport activations and targeted campaigns, noted CTD.

The survey highlighted that 60% of Chinese travellers plan to shop during airport dwell time, with the beauty category dominating preference. The research showed demand is anchored by price and authenticity; however, exclusivity and destination-related products are also key purchase decision drivers.

An emerging purchase barrier is time pressure (21%), alongside assortment gaps (32%) and price sensitivity (30%). As travellers expect faster, frictionless shopping, travel retail will need to develop digital solutions to remain relevant, highlighted CTD.

A notable finding from the research was the importance of staff assistance during the purchase decision process, with 76% of Chinese travellers valuing their help (a +2% rise vs. Q2) – this is a reminder that human service remains decisive in driving conversion. Investing in service quality and cultural fluency is key to differentiating the in-store experience and boosting spend.

China Trading Desk CEO and Founder Subramania Bhatt commented, “The cadence has compressed, but intent is durable. Winning brands show up early in discovery with utility and proof, then make purchase effortless when the conversion window opens.

“In travel retail, clarity is the battleground – findability, transparent pricing and human service remove friction and drive sales.”

The Q3 survey was conducted from 1-5 September 2025 with over 15,000 respondents. It combines qualitative interviews, quantitative surveys and CTD’s research desk analysis. ✈