In the West, we often turn to trusty TripAdvisor for everything we need to know about a holiday destination, from must-see attractions to hotel reviews. In China, however, TripAdvisor doesn’t carry the same weight. Instead, Chinese travellers rely on their own homegrown platforms.
Chinese travel platforms wield significant influence. According to Hotels.com’s Chinese International Travel Monitor report, 9% of 3,000 Chinese travellers said review sites shaped their decisions. Scale that figure up to the country’s population, and the impact becomes clear. More tellingly, 94% of Chinese travellers used online price comparison sites when planning their trips. Of those, most booked through an online travel agent. On average, Chinese holidaymakers spend 12 days researching before they travel. That’s nearly two weeks of comparing prices, reading reviews and building detailed itineraries.
If you want to attract Chinese visitors, listing your hotel, attraction or destination on these platforms is vital. Their influence is undeniable — and we’re here to walk you through them.
Who Are the Big Players in Travel Review?
Ctrip
Created in 1999 Ctrip, now operating globally as Trip.com, is China’s largest travel services provider. It’s similar to Expedia or Booking.com but tailored for Chinese users. It is the oldest of all the big players and its main functionality is a travel booking site (accommodation, transportation and package tours). As well as providing functionality to book services within China, it also allows both Chinese booking abroad and international travellers visiting China to book services.
Their users cover a wide range of travellers, from businesspeople booking flights to families reserving holiday packages. It’s popular for both domestic and international travel planning.
Qyer
When translated, Qyer means ‘budget travel’ and unlike Ctrip, Qyer is more of an online travel journal than a travel booking website which brings in 60 million users and 5 million active mobile app users monthly. Qyer allows members to write notes and exchange experiences which focus more on lifestyle than travelling. The main aim of the website is to let independent travellers share their experiences and recommend travel itineraries, hotels, restaurants, etc. making it the go-to site for those seeking authentic, off-the-beaten-path experiences.
Qyer brings a global perspective and practical focus that’s different from the more inspiration-heavy Mafengwo or the commerce-driven Ctrip. It’s also known for its strong community and user engagement.
Mafengwo
Mafengwo is a social travel platform that blends user-generated content with travel booking. Think of it as a mix of TripAdvisor, Instagram, and Lonely Planet rolled into one. The site gives online planning a social twist with review-based, user-generated, downloadable travel guides and convenient access to travel products. The website, complete with accompanying app, is much more interactive.
Their userbase consists of mostly millennials and Gen Z travellers in China who love DIY travel and storytelling. Users will commonly browse the dreamy photo blogs or follow a step-by-step itinerary from someone who’s “been there, done that” making Mafengwo’s content more personal and narrative-driven than traditional review sites.
Final Thoughts – A Brief Guanxi Case Study
Understanding these platforms gives a glimpse into how Chinese travellers think, plan, and share their journeys. Whether you’re a travel marketer, a tourism professional looking to engage with Chinese visitors, or just a curious adventurer, exploring Mafengwo, Ctrip, and Qyer offers a window into a vibrant, evolving travel culture.
Here at Guanxi we have first-hand experience of what can be found on Chinese travel review sites that can go unnoticed. Royal Museums Greenwich (RMG) hired Guanxi to audit their online presence in China, and thank goodness we did! We found photos of the Cutty Sark alight, (there was a fire on the ship back in 2007) which is not what any tourist attraction wants to see! Since the discovery, and rectification (supported by other sales and marketing activity undertaken in China), RMG saw their Chinese visitors to the Cutty Sark increase by 200% year-on-year .
If you’d like to learn more about how to raise your profile and attract more Chinese visitors then reach out to us at Guanxi. Whether you’re looking to expand your reach in China or need expert advice on navigating the Chinese market, our team is here to help you. For more information, email us at [email protected] or visit our ‘Contact‘ page.