How do Chinese consumers choose and book international flights? We surveyed more than 500 Chinese outbound travelers, revealing airline choices, seat preferences, booking habits, and the key factors influencing their flight-booking decisions.
Dragon Trail’s August 2025 survey of 1,076 Chinese travelers covers outbound trips in 2025 and October Golden Week travel, shopping overseas, airline booking preferences, AI for travel, outbound destination perceptions, and the impact of travel influencers.
ForwardKeys and Dragon Trail have teamed up to examine flight booking trends and travel marketing campaigns to ask: “What might have the Chinese New Year looked like were it not for recent outbreaks and new travel restrictions?”
How has COVID-19 impacted Chinese tourism marketing on Sina Weibo? Our Q1 2020 analysis reveals how international tourism brands adjusted their strategies from the start of the crisis in China, and which new topics were most successful for maintaining engagement.
This analysis looks at how international tourism brands responded to the coronavirus crisis on WeChat in the last two weeks of January 2020, and how WeChat users in China responded. It reveals increased attention and engagement for brands that addressed the crisis.
Dragon Trail’s 2019 Q4 and full-year WeChat Rankings Report examines and analyzes travel brands' performance on WeChat, including leading accounts and content themes, and new developments for Chinese tourism marketing.
Dragon Trail Interactive’s WeChat Rankings Report for Q3 2019 reveals the top travel brands and overall trends on WeChat for national and regional tourism boards, airlines, cruise lines, museums & attractions, and international hotels.
Dragon Trail’s WeChat Rankings Report for Q2 2019 reveals the top travel brands and articles published on WeChat by national and regional tourism boards, airlines, cruise lines, museums & attractions, and international hotels.
WeChat is used by many international airlines for marketing, ticket sales and more. Here are a few examples of how airlines have tapped into the world of WeChat to attract China’s outbound travelers.
Dragon Trail's Q2 WeChat Rankings data reveals the top accounts, most popular articles and winning themes for travel brands on WeChat, including both the second quarter and the first half of 2018.