RedNote, better known globally as Xiaohongshu, has become one of the most powerful platforms for Chinese travellers seeking inspiration and planning trips abroad. With its unique blend of social media, search, and user-generated content, it has earned a reputation as a trusted source for discovering destinations, experiences, and services.
For overseas operators, understanding the kinds of travel brands winning on Xiaohongshu is key to unlocking visibility and influence with China’s growing outbound travel market.
Key Traits of Successful Travel Brands on RedNote
The platform rewards brands that align with traveller expectations. Those that stand out share a few common traits:
- Authenticity – Honest storytelling and genuine reviews feel more credible than glossy advertising.
- Immersion – Travellers want cultural depth and hands-on experiences, not just sightseeing.
- Visual Impact – Photogenic “check-in” moments drive shares and engagement.
- Practical Value – Itineraries, tips, and avoid-the-pitfalls guides are widely saved.
- Localisation – Mandarin support, familiar payments, and clear logistics build confidence.
Top 3 Travel and Tourism Brands Winning on Xiaohongshu
1. Boutique and Experience-Driven Operators
Niche operators such as eco-lodges, heritage hotels, and curated tour providers are among the strongest travel brands winning on Xiaohongshu. Travellers are drawn to stories of hidden gems and authentic encounters that break away from mainstream itineraries.
Activities like cooking classes, wellness retreats, or craft workshops not only enrich a trip but also generate highly shareable content that resonates with RedNote’s community-driven culture.
2. Premium and Luxury Travel Brands
High-end resorts, airlines, and lifestyle shopping destinations consistently perform well on the platform. Their success lies in striking a balance between aspiration and value.
Travellers seek prestige but are increasingly selective, so luxury brands need to deliver both style and substance—be it through unique architecture, personalised service, or exclusive experiences. When paired with strong visual appeal, these become the standout travel brands winning on Xiaohongshu.
3. Tourism Boards and Destination Marketers
National and regional tourism organisations are uniquely positioned to win on RedNote by curating narratives around a destination’s best assets. Campaigns that highlight seasonal attractions, cultural festivals, and off-the-beaten-path experiences build excitement and discovery.
Collaborations with key opinion leaders (KOLs) and user-generated content further amplify reach. By providing practical details on visas, local transport, or Mandarin-friendly services, these brands turn inspiration into action.
Risks, Challenges, and What Brands Must Avoid
- Overly polished advertising – Commercialised posts are easily dismissed as inauthentic.
- Poor localisation – Lack of Mandarin support or familiar payment options creates barriers.
- Low engagement – Failing to encourage reviews, respond to users, or build community limits credibility.
- Missed timing – Ignoring peak travel windows like Golden Week or Chinese New Year reduces impact.
The Road Ahead
RedNote is more than a social platform—it is a decision-making hub for millions of Chinese travellers. The travel brands winning on Xiaohongshu are those that embrace authenticity, deliver immersive experiences, and make trips easier to plan and enjoy.
From boutique operators to luxury providers and destination marketers, success lies in blending inspiration with practicality. For overseas travel brands, now is the time to invest in a RedNote strategy that highlights what makes them truly stand out.
Ready to join the ranks of the travel brands winning on Xiaohongshu? Build your presence on RedNote with authentic storytelling, encourage user engagement, and showcase experiences that inspire travellers to choose you. Get in touch to learn more.
