Chinese travelers drive demand for richer journeys

Chinese travelers are planning more trips and placing greater emphasis on meaningful experiences, while travel companies are investing in technology and operational efficiency to keep pace with evolving demand, according to global travel company Expedia Group.

Data from the company's 2025 Traveler Value Index — a survey of 11,000 consumers across 11 global markets — shows that 97 percent of Chinese respondents intend to take leisure trips within the next 12 months, compared with 88 percent globally.

The study also finds that 65 percent of Chinese travelers planned to increase their travel budgets in 2026, well above the global average of 51 percent, reflecting strong demand and sustained momentum in travel spending.

Besides rising travel demand, Chinese travelers are placing greater importance on quality and flexibility when planning trips. The study shows that reviews and seamless digital experiences rank among the most important factors in booking decisions, often outweighing price.

Aileen Chan, vice-president, Asia-Pacific, Expedia Group B2B, says these trends suggest that Chinese travelers are not only traveling more frequently but are also looking for richer and more personalized experiences.

A separate study by the company conducted among travel industry decision-makers in 2025 shows how corporate travel companies were responding to these shifts. Travel management companies are increasing their focus on technology adoption, automation, and operational efficiency as they adapt to evolving traveler expectations.

Many are investing in technologies such as artificial intelligence and automation to improve efficiency and deliver more personalized travel services for corporate clients.

Expedia Group B2B works with travel partners globally, such as airlines and online travel agencies, to provide travel inventory, technology infrastructure, and tools to help them better serve travelers in a rapidly evolving market.

Chan notes that as travel demand continues to evolve, collaboration across the travel ecosystem will become increasingly important. They look forward to supporting all their existing partners and any future partners in the expanding region of Asia-Pacific.

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Tourists dance together in Miao King City scenic area in Tongren, Guizhou province.