Travel Behavior in China

Travel Planning: A Balanced Mindset Between Independence and Guidance

Chinese travelers show a distinctive middle-path approach to planning. According to recent data, 37% of respondents prefer to plan their travels by themselves while a significant 47% opt for a hybrid of both. This middle ground contrasts with Singapore, where only 28% take a hybrid route and most plan independently. In comparison, Thailand and India reveal similar preferences to China, blending self-direction with guided support. This trend challenges traditional travel agencies, especially those stuck with fixed packages. To stay relevant, they need to offer customizable travel planning and expert support that integrate smoothly with digital tools.

Destination Intentions: Regionally Deep, Globally Curious

China’s top destinations for Summer 2025 are mostly in APAC, led by Southeast Asia, Oceania, and East Asia, but preferences are more evenly spread than in neighboring markets. While Singapore and Indonesia strongly favor Southeast Asia, Chinese travelers also show notable interest in Oceania, far more than Thailand or Japan. At the same time, many Chinese travelers are also interested in long-haul destinations like North America and Europe, which could attract more visitors if promoted with the right language, services, and experiences.

Preferred Travel Styles: The Reign of Relaxation

Chinese travelers strongly favor relaxation, with 63% choosing it as their ideal trip style, one of the highest rates globally, similar to Singapore, Poland, and Germany. They show less interest in cultural or adventure trips compared to travelers from Japan or India. This points to a preference for comfort, ease, and recovery, likely shaped by urban burnout and high work stress. As a result, destinations centered on culture or adventure may struggle to appeal unless they lead with relaxation and offer culture as a light extra, not the main focus.

Booking Channels: A Digital-First Nation with a Service Safety Net

Most Chinese travelers (72%) book online, similar to trends in Europe, Australia, and the US. But with 28% still using agencies, trust and offline help still matter. Digital platforms can lead, if they offer not just automation, but real support like live chat, flexible changes, and human help when needed. The mix of online and offline habits puts pressure on businesses to connect both smoothly, especially in booking, payments, and trip management.