Dida, China's leading B2B travel platform, has successfully concluded its 2026 China Roadshow, doubling its scale from the previous year. The event, held in Shanghai on 31 March and Beijing on 2 April, attracted over 80 international hotel partners and more than 700 travel agents. This significant increase in participation highlights the growing importance of AI-driven intelligence in China's travel distribution sector.
The roadshow featured prominent hotel brands such as Marina Bay Sands, Disneyland Paris, and Banyan Tree, alongside regional chains like Onyx Hospitality Group and Dusit Hotels & Resorts. The event served as a platform for market insight, bringing together hotel partners and China's leading travel buyers to align on market needs and enhance distribution effectiveness.
AI technology played a central role, with knowledge partners Tencent, Whale, and Kiwi showcasing how AI is reshaping hotel distribution in China. Daryl Lee, Group CEO of Dida Holdings, emphasised the importance of understanding demand over merely having multiple distribution channels, stating, “The winners will not be those with the most channels, but those who understand demand best.”
Dida also unveiled its China AI marketing playbook, highlighting trends such as AI-powered booking and the rise of Rednote as a dominant platform for travel discovery. Kevin Khor, Dida’s Marketing Director for MEAPAC, noted, “The hotels that win in China will be those that show up where Chinese travellers already spend their time.”
The roadshow concluded with a Gala Dinner at the historic Hanlin Academy in Beijing, reinforcing the long-term partnerships Dida aims to build within the industry
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