RED (Xiaohongshu) for Hotels: how to get on Chinese tourists' radar before booking
The return of Chinese tourism to Europe is creating new opportunities for Italy's hospitality sector. However, the way Chinese travelers make decisions has changed significantly compared with the past.
Until just a few years ago, hotel choices depended primarily on tour operators and online travel agencies (OTAs). Today, much of the inspiration comes from online sources, particularly from within China's digital ecosystem.
Among all the available platforms, RED (Xiaohongshu) has become one of the key tools Chinese travelers use to discover destinations, hotels, and experiences. The platform is not simply a space for sharing photographs and travel stories; it is also a place where users search for information, compare alternatives, and read about other people's experiences.
At the same time, artificial intelligence is introducing new ways to search for information and plan trips. AI assistants can help consumers discover destinations, compare accommodation options, and receive personalized recommendations.
For many users, the question is no longer just "Where should I book?" but also "Which hotel did I see on Xiaohongshu?" or "Which property does AI recommend?"
For Italian hotels, establishing a presence within China's digital ecosystem therefore means becoming part of the Chinese traveler's customer journey before the booking stage even begins. Today, achieving this increasingly requires a combination of visual content, online reputation, and visibility in AI-generated responses.
Summary:
Why RED (Xiaohongshu) has become sssential for Chinese tourism
Originally launched as a platform focused on overseas shopping, Xiaohongshu has gradually evolved into one of China's leading lifestyle ecosystems.
Today, it is a space where consumers share experiences, reviews, recommendations, and visual content related to travel, fashion, dining, wellness, and luxury.
In the travel sector, Xiaohongshu increasingly functions as an experiential search engine. Users do not simply scroll through published content; they actively use the platform to find inspiration, discover accommodation options, and understand which experiences could make their stay special.
In particular, Xiaohongshu is used to:
Search for hotels
Compare properties
Find itineraries
Discover local experiences
Check reviews
Find inspiration before traveling
For the hospitality industry, this means that the decision about where to stay can begin long before travelers visit an OTA.
A hotel discovered through another traveler's story, a video showcasing a panoramic suite, or a photograph of breakfast with a view can make its way onto a traveler's shortlist weeks or even months before departure.
Having a presence on Xiaohongshu therefore means engaging with a crucial stage of the travel marketing funnel: the inspiration phase, when initial desires emerge and travelers begin to develop their preferences.
How Chinese travelers choose hotels today
Today's Chinese travelers are very different from those of the past.
In recent years, the FIT segment (Free Independent Travelers)—travelers who organize their own itineraries independently—has become increasingly important.
These consumers are generally highly digital-savvy, well-informed, and interested in experiences that align with their personal interests. They are not simply looking for a room for the night; they want a stay that enriches their trip and provides memorable moments.
Before booking a hotel, Chinese travelers may:
Look for inspiration online
Read reviews
Watch videos and browse photographs
Compare other travelers' experiences
Check a property's reputation
Save content and itineraries for later reference
Ask AI-powered platforms for recommendations
Room quality remains important, but it is not necessarily the only deciding factor. Design, atmosphere, exclusive services, sustainability, local gastronomy, and distinctive experiences all help differentiate one property from the alternatives.
In this context, digital communication becomes an integral part of the travel experience. Before even arriving at a hotel, travelers may already have formed a clear picture of the property, its distinctive features, and the emotions they might experience during their stay.
For Italian hotels, communicating this identity through relevant, localized content means increasing their chances of being considered during the decision-making process.
RED as a travel search engine
An increasing number of Chinese consumers use Xiaohongshu to search for information and answers to specific questions, rather than simply to find inspiration.
In particular, Millennials and Generation Z users may search directly on the platform using keywords such as:
"Luxury hotels in Tuscany"
"Boutique hotels in Rome"
"Hotels with views of Lake Como"
"Wine resorts in Italy"
"Instagrammable hotels in Italy"
"Luxury experiences in Italy"
The platform delivers content created by users, influencers, and brands. Photographs, videos, personal stories, and reviews allow travelers to explore a property from different perspectives and imagine what their stay might be like.
This model can help build trust because other travelers' experiences provide information that goes beyond a hotel's official description. Well-produced content can showcase not only the spaces themselves, but also the atmosphere, service, details, and activities that make a property distinctive.
Unlike purely promotional communication, storytelling based on real experiences allows users to picture themselves at the property and assess whether the hotel meets their expectations.
For an Italian property, having no presence on Xiaohongshu can mean missing an important opportunity to connect with travelers during the early stages of trip planning.
RED and Artificial Intelligence: a new combination for Chinese tourism
To understand how Chinese travelers' decision-making processes are changing, it is increasingly important to look at two tools: Xiaohongshu (RED) and artificial intelligence platforms.
RED plays a role similar to the one Instagram plays for many Western users. It allows people to discover places, explore real-life experiences, find inspiration, and learn about hotels and destinations through images, videos, and content shared by other travelers. However, Xiaohongshu is much more than a visual platform: users also rely on it to search for information, read reviews, and compare alternatives before making a decision.
At the same time, AI tools are introducing new ways to gather information and obtain personalized recommendations. Tools such as DeepSeek and other Chinese AI assistants can help users compare destinations, plan itineraries, and identify accommodation options that match their needs. This development is comparable to the growing tendency among Western users to rely on ChatGPT or Gemini to organize trips and request recommendations.
RED and AI therefore address two complementary needs: discovering and imagining an experience on the one hand, and gathering information and evaluating alternatives on the other. In practice, these behaviors can overlap and recur throughout the journey leading to a booking.
Imagine a traveler interested in staying on Lake Como. They might discover a hotel through a video on RED, save the content, explore other travel stories, and later ask an AI assistant which properties would be best suited to a romantic getaway or a luxury experience. Before booking, they might return to social media content and check availability and reviews.
For an Italian hotel, this means that visibility is not built solely when a traveler searches for an available room. It is important to enter their consideration set during the inspiration phase, using content that captures attention on RED, while also ensuring that the brand is described clearly and consistently across the digital sources used by AI systems.
Addressing both areas allows hotels to take a more comprehensive approach to tourism marketing in China: the goal is not simply to have an online presence, but to accompany potential guests from discovering a destination to evaluating a property.
Which types of content work best for hotels
One of the most common mistakes is publishing corporate-style content or simply translating material originally created for Western markets.
On Xiaohongshu, emotional and experience-driven content tends to be particularly effective, especially when it tells the story of a property from the traveler's perspective. Every piece of content should answer an implicit question: Why should I choose this hotel, and what could I experience during my stay?
Some of the most interesting formats for the hospitality sector include the following.
Room Tours and Immersive Videos
Short videos showcasing rooms, suites, terraces, spas, or communal areas allow users to imagine themselves inside the property.
Rather than simply describing the spaces, it is more effective to create a visual narrative showing how guests experience them: waking up in a room with panoramic views, relaxing at the spa, or spending an evening on the hotel terrace.
Experience-Based Storytelling
Content that tells the story of an entire stay helps audiences understand the value of the experience.
Examples such as "How I Spent a Romantic Weekend in Tuscany" or "48 Hours at a Resort on Lake Como" bring together the property, destination, and activities in a single narrative.
This approach presents the hotel not merely as a place to sleep, but as an integral part of the journey.
Gastronomy and Dining
Food is an important component of the travel experience.
Scenic breakfasts, gourmet restaurants, tastings, and local products can help make a property more recognizable. For Italian hotels, regional cuisine and connections to the local area are often distinctive selling points that can be highlighted through visual content and compelling stories.
Local Experiences
Travelers increasingly seek experiences that allow them to connect with the culture and character of a destination.
Wine tastings, cooking classes, cultural visits, excursions, outdoor activities, and wellness experiences can help differentiate a hotel from its competitors.
Showcasing these activities also allows hotels to connect their property with the destination and position themselves as a starting point for a richer travel experience.
Seasonal Content
Christmas, autumn foliage, the grape harvest, Italian springtime, and Chinese holidays all offer valuable opportunities for editorial planning.
A content calendar built around seasons and travel occasions allows hotels to showcase different experiences throughout the year and capture users' interest with enough lead time to accommodate travel-planning habits.
What makes a hotel social-friendly
One aspect that is often overlooked is a property's ability to inspire guests to create and share content organically.
More and more travelers appreciate hotels with photogenic settings that are easy to capture and share. In this context, aesthetics are not simply a matter of image: they can become a factor influencing hotel selection and helping a property gain visibility online.
Some of the most appealing features include:
Panoramic views
Distinctive design
Visually striking swimming pools
Rooftop terraces
Gardens and terraces
Rooms with a strong visual identity
Artistic and architectural details
Exclusive experiences
A hotel that encourages the creation of user-generated content (UGC) can benefit from greater organic visibility. Photographs and stories published by guests can reach people who were previously unfamiliar with the property, helping to build its reputation.
This does not mean that a hotel should be designed exclusively to look good in photographs. The goal is to recognize and highlight the authentic features that make the experience memorable, while making it easier for guests to share their experiences if they wish to do so.
The role of KOLs and KOCs in hotel selection
In the Chinese market, digital word of mouth plays an important role in how consumers discover and evaluate products, services, and destinations.
KOLs (Key Opinion Leaders) can help hotels increase their visibility quickly thanks to their established audiences and ability to reach specific target groups. KOCs (Key Opinion Consumers), on the other hand, are often perceived as voices closer to everyday consumer experiences and can help build credibility through personal stories.
In the hospitality sector, both types of collaboration can be valuable, provided they are selected according to the property's objectives.
A creator specializing in luxury travel may be a good fit for an exclusive resort, while a smaller creator who focuses on authentic experiences may be better suited to a boutique hotel or a property surrounded by nature.
Effective strategies can combine:
KOL partnerships
KOC campaigns
Collaborations with travel creators
User-generated content
Online reputation monitoring
Selection should not be based solely on follower count. It is important to assess how well the creator aligns with the hotel's positioning, the quality of their content, the audience they reach, and the level of engagement they generate.
The objective is not simply to gain exposure, but to build trust and make the hotel's experience understandable and appealing to Chinese travelers.
Common mistakes Italian hotels make on RED (Xiaohongshu)
Many Italian hotels still make mistakes that limit their visibility in the Chinese market.
Not Having a Presence on the Platform
Many properties do not have an official Xiaohongshu account and do not monitor the content users publish about them.
This can make it harder to understand how the hotel is perceived and which types of content influence potential guests' expectations.
Failing to Localize Communications
Simply translating Western content is rarely enough to create effective communication.
Language, formats, cultural references, and storytelling must be adapted to the expectations of Chinese audiences. Localization involves much more than language: it also concerns how the experience itself is presented.
Focusing Too Much on the Brand
Consumers are looking for useful information and accounts of real experiences, not just promotional messages.
Overly corporate communication can make it difficult for users to understand what truly distinguishes a property from its competitors.
Not Investing in Visual Content
Professional photography, vertical videos, and visual storytelling are important elements on a platform where imagery plays a significant role in discovery.
Visual quality should be accompanied by practical information and a consistent narrative.
Lack of Consistency
An occasional presence is not enough to build brand awareness, trust, and reputation over time.
Hotels need to plan their content and maintain a consistent presence that reflects tourism seasonality, commercial objectives, and the characteristics of their target audience.
Neglecting Online Reputation
A hotel's communication is not limited to the content published through its official account.
Reviews, guest stories, and information available online all contribute to shaping perceptions of a property. Monitoring these signals helps hotels understand how their brand is being portrayed and which aspects of the guest experience could be highlighted.
How to build an effective RED strategy
An effective strategy requires a structured approach that starts with the hotel's identity and takes into account how Chinese travelers discover, evaluate, and choose accommodation.
1. Define the Hotel's Positioning
The hotel must clearly identify its target audience and the distinctive features it wants to communicate.
Its positioning may focus on luxury, design, wellness, families, cycling, gastronomy, or an immersive experience rooted in the local area.
Defining the hotel's positioning makes it possible to create consistent content and avoid generic messaging that fails to differentiate the property from its competitors.
2. Analyze Competitors
It is important to understand how competing hotels and alternative destinations position themselves on the platform.
Analyzing content, keywords, and trends can help identify opportunities for differentiation and reveal which aspects of the guest experience are most appealing to the target audience.
3. Create Localized Content
Content must be designed for Chinese audiences, not simply translated.
Formats, language, visuals, and storytelling should reflect local users' expectations while highlighting the hotel's distinctive features.
Localization should apply to both corporate content and experience-based storytelling, with particular attention to providing clear and practical information.
4. Collaborate with KOLs and KOCs
Collaborations can accelerate brand awareness and help strengthen credibility.
Creators should be selected according to their audience, content quality, engagement levels, and alignment with the hotel's positioning.
It is also useful to structure collaborations so that the resulting content remains discoverable and relevant beyond its initial publication.
5. Build a Strong Digital Reputation
Online reputation must be monitored and nurtured continuously through content, reviews, and community management.
Hotels need to understand not only what they communicate directly, but also the information and perceptions that emerge from content published by other users.
A consistent digital reputation helps strengthen trust during the evaluation stage.
6. Integrate RED, Artificial Intelligence, and Bookings
Xiaohongshu should not be treated as an isolated channel, but as part of a digital journey that guides travelers from discovery to booking. At the same time, relying exclusively on traditional search engines or booking platforms is no longer sufficient to capture Chinese tourism demand.
User behavior is evolving. Alongside established channels, visual content, search within social platforms, and AI-powered assistants are playing an increasingly important role. Italian hotels therefore need to build a consistent digital presence that makes their properties recognizable at different stages of the decision-making process.
An effective strategy can integrate:
Xiaohongshu (RED) to inspire travelers, showcase the hotel experience, and encourage discovery through content and testimonials.
Chinese AI platforms to monitor how the brand is described and improve the clarity and consistency of information available online.
KOLs, KOCs, and user-generated content to increase visibility and build trust through experiences shared by creators and travelers.
WeChat and other relevant digital channels to deepen relationships with audiences and distribute information.
OTAs such as Trip.com to help travelers explore offers and complete bookings.
SEO, SEM, and other digital marketing tools when they align with the objectives and search behavior of the target audience.
SEO and paid search advertising should not be considered outdated tools. They can still play a valuable role, but they no longer represent the full range of digital visibility opportunities in China. Strategies should be based on how users discover, search for, and evaluate properties today, rather than focusing on a single channel.
For hotels, the key is to coordinate content, reputation, platform presence, and conversion tools. RED can help generate interest, while content and AI tools can help travelers gather and evaluate information. OTAs can then support the booking process. The journey is not always linear, but engaging with these different stages gives hotels more opportunities to be considered by potential guests.
The relationship between RED, OTAs, and bookings
OTAs such as Trip.com continue to play an important role in the conversion stage. However, the decision to choose a hotel can begin long before travelers visit booking platforms.
A Chinese traveler might discover a property on Xiaohongshu, save a post, look for additional information, consult an AI assistant to compare several options, and finally check availability, prices, and reviews on an OTA.
The journey may therefore involve several stages:
Discovering the hotel through content on Xiaohongshu.
Exploring additional content and digital sources.
Seeking recommendations and comparing alternatives, including through AI tools.
Checking reviews, services, and accommodation conditions.
Comparing offers and booking through an OTA or another direct channel.
This journey is not the same for every traveler. Some may book directly after discovering a post, while others may compare multiple sources before making a decision.
The key point is that OTAs do not represent the entire decision-making process. They are an important part of the journey, but discovery and evaluation can take place across different platforms.
Hotels that invest exclusively in OTA distribution therefore risk overlooking the early stages when interest in their property first develops.
The future of hotel marketing targeting China
China's tourism market will continue to evolve toward increasingly digital and experience-driven models. For Italian hotels, understanding these changes means preparing for an environment in which visibility is built through content, reputation, and a presence across multiple platforms.
In the coming years, several areas will deserve particular attention:
The growth and evolution of independent travelers.
The increasing importance of video and visual content.
The role of KOCs and experiences shared by users.
The development of travel-related social commerce.
The closer integration of content, communities, and bookings.
The growing use of artificial intelligence in travel research and planning.
RED is looking beyond China: opportunities to reach international audiences
Xiaohongshu is attracting interest beyond the Chinese market, including in the United States. For Italian hotels, this development opens up an interesting perspective: a strategy designed to reach Chinese travelers could also help connect with other international audiences interested in travel, lifestyle, gastronomy, and European destinations.
RED may be particularly interesting for properties with a distinctive visual identity, such as boutique hotels, luxury resorts, wine resorts, and hotels centered on cultural or gastronomic experiences. Images, videos, and authentic stories can help showcase a property to audiences that do not necessarily belong to the Chinese target market.
This does not mean that having a presence on RED automatically guarantees visibility or bookings in the United States. The platform still requires a strategy aligned with the intended audience, appropriate content, and careful performance evaluation.
Nevertheless, investing in high-quality content and a well-structured presence on RED can create opportunities that extend beyond the Chinese market, particularly for hotels seeking to strengthen their international positioning.
For Italian accommodation providers, the challenge will be to develop strategies that combine an understanding of the Chinese market with a broader international outlook, highlighting the content and experiences that make each property unique.
Conclusions
Today, attracting Chinese travelers means being present when travel inspiration first emerges. Increasingly, that moment takes place on Xiaohongshu.
At the same time, artificial intelligence is introducing new ways to research and evaluate accommodation options, giving travelers tools to gather information, compare alternatives, and organize personalized experiences.
For Italian hotels, the challenge is not simply to deliver a high-quality experience, but to communicate it effectively within China's digital ecosystem.
RED and AI represent two complementary opportunities. The former allows hotels to showcase experiences through content and testimonials, while the latter introduces new ways to search for information and receive recommendations. Integrating both into a consistent strategy increases the chances of being discovered and considered throughout the journey leading to a booking.
Furthermore, growing international interest in Xiaohongshu opens up opportunities that may extend beyond Chinese audiences, particularly for hotels with distinctive positioning and a strong visual identity.
In today's tourism market, being online means more than simply having a website or a social media profile. It means being recognizable across the digital spaces where potential guests look for inspiration, information, and recommendations.
China Digital Marketing, with its Italian-Chinese team based in Milan and Shanghai, supports hotels, hotel groups, and tourism operators in developing digital strategies to increase visibility, strengthen reputation, and generate booking opportunities from the Chinese market.
The question to ask is simple: when a Chinese traveler looks for inspiration for their next trip to Italy, is your hotel among the properties they can discover, remember, and consider?
Executive Summary
Xiaohongshu is one of the key touchpoints in the Chinese traveler's customer journey. It is not merely a social media platform, but a discovery ecosystem where users seek inspiration, compare experiences, and shape their travel decisions.
At the same time, AI platforms are introducing new approaches to research and trip planning, helping travelers obtain recommendations and compare alternatives.
For Italian hotels, this means that the decisive moment does not necessarily coincide with the booking itself. Being visible during the inspiration and evaluation stages is equally important.
Integrating Xiaohongshu, user-generated content, digital reputation, and AI provides a more comprehensive approach to marketing in China. A presence on RED may also create opportunities for international visibility, including among US audiences, provided that content and strategies are tailored to the audiences the hotel wants to reach.
Key takeaways
Xiaohongshu is a platform for discovery, search, and experience sharing, not just a social network.
Chinese travelers are becoming increasingly independent in their travel research and planning.
The inspiration phase can begin long before a booking is made through an OTA.
RED and AI are complementary tools in the hotel discovery and evaluation journey.
Visual content and experience-driven storytelling help communicate a property's distinctive value.
KOLs, KOCs, and UGC can contribute to building visibility and trust.
A hotel's digital reputation begins to take shape before guests arrive.
Traditional SEO and paid search advertising can still be useful, but they do not cover the full range of visibility opportunities in China.
Xiaohongshu may offer opportunities to reach international audiences, including US users, without automatically guaranteeing commercial results.
An effective strategy must coordinate content, reputation, discovery platforms, AI, and booking tools.
Technical terms explained
Xiaohongshu (RED): A Chinese lifestyle and social commerce platform used to share experiences, search for information, and discover products, services, and destinations.
FIT (Free Independent Traveler): A traveler who organizes their trip independently.
KOL (Key Opinion Leader): A creator or influencer with an established audience and the ability to influence followers' opinions and decisions.
KOC (Key Opinion Consumer): A consumer or creator perceived as close to everyday consumer experiences who shares opinions and content about products and services.
UGC (User-Generated Content): Content created by users, including photographs, reviews, videos, and personal stories.
OTA (Online Travel Agency): An online platform that allows users to explore and book travel services, such as hotels and flights. Trip.com is one example.
AI Visibility: A brand's ability to be recognized, described, and potentially cited by AI platforms in response to users' queries.
GEO (Generative Engine Optimization): A set of activities aimed at improving a brand's visibility and recognition in responses generated by AI systems.
Frequently Asked Questions (FAQ)
Is Xiaohongshu only useful for luxury hotels?
No. It can also be valuable for boutique hotels, experiential resorts, lifestyle properties, agritourism businesses, and hotels specializing in gastronomy, nature, wellness, or outdoor activities. The strategy should be tailored to each property's positioning and target audience.
Is an official Xiaohongshu account necessary?
It is not always essential, but an official presence can help build brand recognition, publish localized content, and manage brand communications. The decision depends on the hotel's objectives and the operational approach chosen for the Chinese market.
Is translating content from Italian enough?
No. Effective localization requires consideration of language, formats, cultural references, storytelling, and Chinese audience expectations. The goal is to present the experience in a way that resonates with users on the platform.
What role do KOCs play?
KOCs can help build trust through content and stories perceived as close to real-life experiences. Their value depends on their relevance to the target audience, the quality of their content, and the engagement they generate.
Does Xiaohongshu replace OTAs?
No. Xiaohongshu can support hotel discovery and evaluation, while OTAs continue to play an important role in comparing offers and completing bookings. The two serve complementary purposes.
Why should hotels also consider AI platforms?
AI assistants are becoming another tool users rely on to gather information, compare alternatives, and plan trips. Monitoring how a brand is described can help hotels identify opportunities to improve their digital presence.
Can investing in RED help Hotels reach US travelers too?
It may create visibility opportunities among international audiences interested in travel and lifestyle. However, results depend on the strategy, content, audience actually reached, and ability to turn visibility into commercial interest.
Practical examples
Hotel on Lake Como: Develop content focused on romantic getaways, rooms with panoramic views, boat experiences, and luxury offerings, targeting travelers interested in exclusive experiences.
Boutique Hotel in Florence: Highlight the property's connection to cultural heritage, architecture, local gastronomy, and experiences that allow guests to discover the city beyond the best-known tourist routes.
Wine Resort in Tuscany: Create content about the grape harvest, wine tastings, regional cuisine, and vineyard experiences, positioning the hotel as an integral part of the trip.
Urban Hotel in Milan: Develop communications focused on design, shopping, gastronomy, and lifestyle, with content tailored to visitors traveling for leisure or short stays.
Resort with a Distinctive Visual Identity: Consider a RED strategy that showcases the property's most photogenic features and experiences, while also exploring opportunities to reach international audiences beyond China.
Operational checklist for Italian hotels and tourism operators
Define the hotel's positioning and the audience it wants to reach.
Evaluate an official Xiaohongshu presence or an alternative approach to establishing visibility on the platform.
Analyze existing content and competitors on the platform.
Plan the ongoing production of photographs and vertical videos.
Localize content, language, and storytelling for Chinese audiences.
Identify relevant keywords and topics related to hotel and destination searches.
Consider partnerships with KOLs and KOCs aligned with the property's positioning.
Encourage and monitor user-generated content.
Monitor digital reputation and the information available about the brand.
Evaluate how major Chinese AI platforms describe the hotel and its distinctive features.
Integrate RED and AI with WeChat, OTAs, and other relevant channels.
Use SEO and SEM when they align with audience behavior and commercial objectives.
Plan seasonal content around relevant travel periods and holidays.
Assess opportunities to reach international audiences beyond the Chinese market.
Track visibility, engagement, traffic, and contributions to inquiries and bookings over time.
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