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Journal

Field notes on marketing hospitality in China.

Practical, specific guides for hotels, resorts and lifestyle brands — how Xiaohongshu (RED), Douyin and WeChat actually work, and how to turn saves, views and follows into direct bookings.

What we write about
  • Platforms02
  • Conversion03
  • Influencer01
  • Strategy02

8 guides, written from inside the platforms — not translated from a Western playbook.

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From the studio

PlatformsFeatured
01
9 min read

How to Market a Hotel on Xiaohongshu (RED): A 2026 Playbook

A practical playbook for hotels and resorts on Xiaohongshu (RED) — content formats, the Gen Z and millennial-women audience, and turning saves into bookings.

Read the playbook
The archive

Every guide, by topic and recency

Platforms02

Douyin vs TikTok for Hotels: What's Actually Different

Douyin is not just 'Chinese TikTok'. How the algorithm, commerce stack and search behaviour differ — and what it means for a hotel's content strategy.

8 min read
Conversion03

Reducing OTA Dependency: Direct Bookings via Chinese Social Media

OTA commissions quietly erode resort margins. How a localized social strategy redirects guest inquiries straight to the hotel and rebuilds direct-booking share.

10 min read
Conversion04

WeChat for Hotels: Official Accounts, Channels & Direct Booking

WeChat is China's trust layer. How hotels use Official Accounts and Channels to drive deep engagement, Room & F&B bookings and one-click direct conversion.

9 min read
Conversion05

Livestream Commerce for Resorts: Selling Rooms in Real Time

Livestreaming turns watch-time into bookings. How multi-platform livestream campaigns stimulate demand and accelerate conversion for resorts and cruises.

8 min read
Influencer06

KOL vs KOC: Choosing Influencers for Hospitality in China

Big-name KOLs or grassroots KOCs? How to pair core-user and new-user creators into a content matrix that grows exposure and books rooms.

9 min read
Strategy07

The Viral Content Matrix: How Chinese Resort Campaigns Scale

Precise targeting, broadened scenarios, real users — how a structured content matrix compounds into 70%+ exposure growth for resort brands.

10 min read
Strategy08

Marketing to Chinese Travelers: A Hospitality Brand's Guide to RED, Douyin & WeChat

A starting map for hotels entering China — how RED, Douyin and WeChat fit together, who you reach on each, and how to sequence a localized launch.

11 min read
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