How RED become the hottest social media for Travel in China
in China RED = Lifestyle.
It is a “lady” social Media and now a popular trendy destination platform.
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How RED (Xiaohongshu) Became China’s Top Travel Social Media Platform
RED’s dominance in China’s travel sector stems from its unique evolution from a niche shopping app (2013) to a UGC-driven lifestyle hub. By blending social features with e-commerce and prioritizing authentic user experiences, it filled a gap left by aspirational platforms like Instagram. Key drivers include:
- Algorithm Shift (2016+): AI-powered content curation amplified personalized travel recommendations, resonating with Gen Z’s demand for unfiltered insights 613.
- Pandemic Pivot: When international travel halted, RED users turned to local gems, fostering trends like #NearbyTravel and #HiddenDestinations. This cemented its role as a practical planning tool 69.
- Cultural Trust: 90% of content is UGC, with strict limits on sponsored posts—making it China’s most trusted source for honest reviews and itineraries 710.
🔥 Key Travel Trends & Data on RED (2023-2025)
| Trend | Data Highlights | seoagencychina Tips |
|---|---|---|
| Gen Z Dominance | 77% of travel seekers aged 18-35; 50% of users from Tier 1/2 cities | Adapt content |
| Niche Destinations | 200% surge in searches for “quiet niche destinations” (e.g., Tbilisi, Granada) | Ads are perfect |
| Experience over Luxury | Top 2024 hashtags: #visafree, #independent, #sustainability; birdwatching + cultural heritage trips up 85% YOY | Quality of visual |
| Female Travel Focus | 70-75% of users are women; safety/scam avoidance are top content themes | Ads , KOL |
| International Demand | 107% YOY increase in international travel searches; 19M “high-potential” int’l travelers | play the card “international” |
| Live Streaming Impact | Travel bookings via live streams surged 12x (2024); premium experiences dominate |
xiaohongshu VS little red book
Most people have heard of “xiaohongshu” or “Little Red Book” and “RED.” No matter what term is used, in Chinese or English, they all refer to the same social media – Xiaohongshu.
It was a niche Social media for lady a few years back, but it has grown to be a major social platform in China’s digital ecosystem. This has helped build the reputation of both brands and individuals in China like instagram and now it is the Hottest Social media in China that influence Travel.
Xiaohongshu is a great social media platform if you consider the accessibility and use of these media.
Xiaohongshu’s success can be attributed to the ratio of ladies inside that communicate and read about Lifestyle.
✈️ 10 Concrete Tips for Travel Businesses on RED
- Collaborate with Micro-Influencers (KOCs)
Target nano/micro-influencers (≤10K followers) for authentic reviews. Allocate 20-30% of budget to gifting campaigns—costing $50–150 per post—to generate high-engagement UGC . - Optimize for “Searchable Content”
Users treat RED like a search engine. Include:- Detailed itineraries (e.g., “3-Day Kyoto Budget Guide”)
- Keywords: #visafree, #[Destination]TravelTips, #[Season]Travel
- Scam-avoidance tips (e.g., “Egypt Taxi Price Cheat Sheet”) .
- Leverage Live Streaming for Premium Bookings
Partner with local hosts for virtual tours (e.g., tea ceremonies in Hangzhou). Premium experiences (wellness retreats, private guides) see 2x higher average order value vs. competitors . - Highlight Visa-Free/Easy-Visa Destinations
Integrate visa policies into content (e.g., “Serbia: 100% Visa-Free!”). Posts with #visafree tags get 3x more saves . - Target Female Travelers with Safety Content
Create guides on solo female safety, female-friendly hotels, and women-centric experiences (e.g., “Spa Retreats in Bali”) . - Geo-Tag “Hidden Gems”
Promote lesser-known spots to avoid crowds (e.g., “Secret Cafés near Eiffel Tower”). Use the “Nearby Content” feature to attract real-time visitors . - Showcase Pre-Trip Rituals
Film aesthetic prep: packing routines, nail art matching destinations, or skincare for flights. This “ritual content” drives high shares among young women. - Integrate Cross-Border E-Commerce
Use RED Shop for direct bookings without a Chinese business license. Cross-border stores accept foreign currencies and ship globally—ideal for boutique hotels/tour operators . - Run Data-Driven Campaigns
Use RED’s analytics to track trending destinations (e.g., Egypt, Turkey). Double down on content for rising niches like #DigitalNomad stays or #EcoLodges . - Engage in Comments with Practical Advice
Reply to queries within 6 hours. Use tools like polls or Q&As to build trust (e.g., “Ask me about Osaka’s cherry blossom spots!”). Active engagement boosts algorithmic visibility .
💡 Why RED Beats Competitors in Travel
- Authenticity Gap: Unlike Instagram’s “highlight reels,” RED’s UGC-focused model offers actionable advice (e.g., exact bus routes, prices) 27.
- Hybrid Functionality: Combines TripAdvisor-style reviews + Pinterest visuals + TikTok videos—all shoppable in-app 314.
- Cultural Nuance: Content aligns with Chinese preferences (e.g., emphasis on Asian cuisine abroad) and offers scam warnings 1011.
Case Study: Düsseldorf’s 2021 food scene went viral (#weekendtriptoDusseldorf) after RED users uncovered its Asian bakeries. Local businesses like Boaobao saw 50% revenue growth using only RED for promotions 27.
For travel brands, RED isn’t optional—it’s the gateway to China’s 130M+ outbound travelers. By prioritizing authenticity, practicality, and hyper-relevance, businesses can tap into this $180B+ market
Lifestyle is EVERYTHING now in China
- Cosmetics
- Sport, wellbeing
- Fashion
- And travel
I have believed Xiaohongshu for a long time that it was another social media. It’s the only and final media you should focus on if your brand is a luxury or fashion brand . In 2021 and H1 2022, it made sense to stick with WeChat or Weibo. But not in 2023. These are the three opportunities that RED offers me every day.
The Open Door between China and the West
When talking with Marketing Directors, I find that the best comparison for Xiaohongshu to Instagram is a combination of Pinterest. This social media platform is all about luxury, fashion , wellbeing, travel :: the lifestyle.
Xiaohongshu’s main users are still Chinese. The app was only available in Chinese, and not English, so the social media failed to turn the tide. This social media site is only accessible in Chinese by a few Westerners, but not those who can speak at least a little bit of Chinese. The striking feature of Xiaohongshu is the way it covers the app and engages with the Chinese diaspora.
In total, 140,000 brands joined Little Red Book.
More than 44% are oversea brands.
It is also an e-Commerce platform
What really work on Red?
Key Oppinion Consumers (KOCs), Aka Users Testimonials
Little Red Book’s first version was known as “Little Red Book Shopping Guide”. It was named after the high-quality instructions given by luxury and fashion shoppers, starting with the best user tips and ending with the complete consumer testimonials.
- What is the best way to get a tax refund for purchases in Europe?
- Which luxury bag is best to buy
- What skin care brand is best?
- What Store should I visit during my Trip to Singapore?
These are the key questions that led to Xiaohongshu. These are the main reasons why people spend time on social media to interact with and browse interesting content.
KOCs are, in other words, inherited directly from Little Red Book. It lends legitimacy and trust to small influencers as well as regular users’ testimonials. Most Chinese customers don’t bother to check KOLs collaborations anymore, as they know that they are being paid. KOCs content will be preferred by them as it is more natural and organic.
Little Red Book: Retai Travel for Brands
Recognizing the potential of Little Red Book’s platform, it was natural to create an official account and open a store. Little Red Book, a social commerce platform that offers cross-border ecommerce (CBEC) and social media content, is true. Many fashion and luxury brands jumped at the RED sales opportunity.
To unlock new sales channels in China, social commerce is always a good idea.
The platform’s warehouse and logistics can be used to your advantage without requiring a Chinese business license or entity. It is not a way to make a lot of money in China.
This app is for CEOs, retail directors, and marketing directors. Download it now. You can take a break while you sip your coffee, and enjoy trend monitoring for approximately 5 minutes per day.
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You can browse your feed to see the trends and get a better understanding of the local reality. This will allow you to build a stronger connection with your Chinese audience, understand their local reality and not offer irrelevant campaigns.
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