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From Rebound to Routine: CTD’s Q3 2025 Survey Finds Chinese Travellers Booking Late, Planning Early

  • Writer: China Trading Desk
    China Trading Desk
  • Sep 24
  • 2 min read
Short lead, firm intent: Chinese travellers book late but plan early as flights anchor planning and value-led premium defines where they stay—and shop.

Singapore — September 2025 — China Trading Desk (CTD) today 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%.


Key Q3 highlight

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

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  • 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%.

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

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


Travel Retail at the airport: intent is real — and convertible

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Six in ten travellers plan to shop during dwell time, 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 findability and justified pricing with reserve-to-pick-up convenience.


What brands should do now

  • Be discoverable in research. 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.

  • 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.”


About the study

The Q3 wave combines qualitative interviews, quantitative surveys, and CTD’s research desk. The survey was sent to 21,626 potential travellers; 15,127 completed responses met quality thresholds. Fieldwork: 1–5 September 2025.


About China Trading Desk

China Trading Desk (CTD) helps international brands and destinations engage Chinese consumers and travellers across the journey—from inspiration to in-terminal—through digital strategy, programmatic activation, social, and decision-grade analytics. CTD publishes the quarterly China Outbound Travel Sentiment Survey to guide industry strategy. Follow China Trading Desk on LinkedIn.


China Travel Dashboard — CTD’s real-time analytics platform combining flight and booking signals with survey-based intent to provide a 360-degree view of Chinese traveller behaviour and category demand.

 

For media enquiries please contact Essential Communications: Row@essencompr.com

 

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