September 24, 2025
Rebound to routine: China Trading Desk’s reveals Travel Sentiment Survey for Q3 2025
The survey indicates that 78% of travelers still book less than a month out, while 73% expect one to two overseas trips in the next 12 months
China Trading Desk (CTD) has 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.
The survey indicates that 78% of travelers 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%.
Q3 highlights include:
• Traveler mix is maturing. First-time outbound travelers declined to 39% (Q2: 44%), signaling rising confidence among repeats.
• 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%.
• Platforms shape planning. Travel apps, Xiaohongshu, and Douyin lead research and itinerary building.
• Where they’re going. Regional favorites lead, with Europe now appearing alongside Asia hubs in consideration.
Airport shopping: intent is real — and convertible
Six in ten travelers plan to shop during dwell time at the airport, 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 discoverability and justified pricing with reserve-to-pick-up convenience.
The report suggests what brands should do now:
• Be discoverable in online research. Put creator-ready, utility content (itineraries, checklists, brand finders) where travelers 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.
Subramania Bhatt, CEO & Founder, China Trading Desk, said, “The cadence has compressed, but intent is durable. Chinese travelers 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.”
About the study
The Q3 wave combines qualitative interviews, quantitative surveys, and CTD’s research desk. The survey was sent to 21,626 potential travelers; 15,127 completed responses met quality thresholds. Fieldwork: 1–5 September 2025.
