CTD Q325 survey shows late booking, early planning among Chinese travellers

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By Benedict Evans

Published September 25, 2025

China Trading Desk (CTD) has released its China Outbound Travel Sentiment Survey, Q3 2025, showing the market has moved from rebound to routine: short booking windows persist even as intent and spend stay firm.

78% of travellers still book less than a month out, while 73% expect one to two overseas trips in the next 12 months.

Planning remains digital-first, with pre-departure research nudging up to 79%.

Traveller mix is maturing. First-time outbound travellers declined to 39% (Q2: 44%), signalling rising confidence among repeats.

Value-led premium holds. 69% prefer 4-star-plus; 52% budget ≥ RMB 25k; hotel choice is led by price (22%), location (21%), amenities (20%).

Flights anchor the journey. 51% book flights first (packages 21%; accommodation 20%)—a strong case for airfare-anchored packaging and post-ticket upsells.

Trip style is steady. Free & Easy remains the dominant approach at 46%.

Platforms shape planning. Travel apps, Xiaohongshu, and Douyin lead research and itinerary building.

Where they’re going. Regional favourites lead, with Europe now appearing alongside Asia hubs in consideration.

Airport shopping: intent is real and convertible

Six in ten travellers plan to shop during dwell time at the airport, with another 28% undecided. 64% say Xiaohongshu/Douyin promotions increase shopping likelihood.

With 98% comparing airport prices to online and 76% valuing staff assistance, brands must pair discoverability and justified pricing with reserve-to-pick-up convenience.

CTD recommended brands should: be discoverable in online research, and put creator-ready, utility content (itineraries, checklists, brand finders) where travellers already search and plan; convert late with confidence cues, offer flexible holds, airfare-anchored bundles, and transparent pricing to capture short booking windows; and close the retail gap, improve brand findability, justify price with clear value, and enable reserve-to-pick-up for speed; staff assistance remains decisive.

“The cadence has compressed, but intent is durable. Chinese travellers are planning earlier in feeds and apps and converting late at checkout. Winning brands show up in discovery with proof and utility — then make purchase effortless when the window opens,” said Subramania Bhatt, CEO & Founder, China Trading Desk.

“In travel retail, the battleground is clarity: findability, transparent pricing, and human service that removes friction,” added Bhatt.