Xiaohongshu, a leading social media platform, has joined forces with the Federation of Hong Kong Hotel Owners to explore new opportunities for Hong Kong-bound tourism. The collaboration was announced during the Hong Kong Hotel Playbook Seminar held at Xiaohongshu's Hong Kong office, focusing on sustainable growth for the city's hotel industry.
With over 400 million active users monthly, Xiaohongshu is a significant player in travel decision-making, particularly among mainland Chinese tourists. The platform's data shows a 38% year-on-year increase in travel-related searches, highlighting its influence in shaping travel plans. This partnership aims to leverage Xiaohongshu's reach to address challenges faced by Hong Kong hotels, such as high commission costs and brand recognition difficulties.
Dodo Kwong, Regional Head of Xiaohongshu Commercial Crossborder Asia and Middle East, noted the rising demand for Hong Kong-bound travel, driven by interests in shopping, city walks, and short getaways. Kwong emphasised the need for cross-border merchants to refine content and advertising strategies to effectively engage Xiaohongshu's user base.
The platform has identified three key target groups for Hong Kong hotels: young mainland travellers from tier-one cities, business travellers, and families or concertgoers. By aligning content with these segments, Xiaohongshu aims to enhance conversion rates from initial interest to confirmed bookings.
Caspar Tsui, Executive Director of the Federation of Hong Kong Hotel Owners, expressed optimism about the collaboration, stating that it would help member hotels understand travel trends and improve marketing performance. As Hong Kong-bound tourism grows, this partnership is expected to unlock new business opportunities and strengthen brand collaborations
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