From rebound to routine: Chinese traveller trends show intent and spend stay firm

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By Chris Madden

Published September 26, 2025

The latest data from China Trading Desk outlines the habits of China’s travellers, from short booking windows to comparing retail prices online

The Chinese traveller market is beginning to stabilise, with a focus on short booking windows, repeat travel, and the majority intending to shop in the airport, according to the latest insights from China Trading Desk.

The company’s China Outbound Travel Sentiment Survey, Q3 2025, shows that more than three quarters of outbound travellers (78%) still book less than a month out. However, with 73% expecting one or two trips per year, and the number of first-time outbound travellers falling from 44% last quarter to 39% this quarter, it appears that confidence is high among repeat travellers.

Thos travellers are also planning to shop, according to the figures, which show that 60% plan to spend during dwell time at the airport, while more than a quarter more (28%) are undecided. Digital is a key engagement point, with 98% of Chinese travelling shoppers comparing prices online and 64% saying promotions on Xiaohongshu or Douyin (Little Red Book or TikTok) increase the likelihood they will shop.

Staff remain a key factor as well, with 76% of respondents saying they value staff assistance.

According to China Trading Desk, the data outlines the need for brands to combine discoverability with strong pricing, while creating pre-trip engagement online.

“The cadence has compressed, but intent is durable,” said Subramania Bhatt, CEO & Founder, China Trading Desk. “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.

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

Elsewhere, “value-led premium” leads the way in travel preference for Chinese travellers, with 69% seeking four-star hotels, while price (22%) and location (20%) are key considerations.

Interest in travel to Europe is rising, with Mainland Europe accounting for 10% of travel, and the UK a further 5%.