Why Xiaohongshu Is Essential for Hotels in Thailand, Bali, and Vietnam

What Is Xiaohongshu and Why Does It Matter?

Xiaohongshu (小红书), a.k.a. Little Red Book, RED or RedNote in English, is China’s leading lifestyle and social commerce platform. Often compared to Instagram or Pinterest, it goes far beyond image-sharing — blending user-generated content (UGC) with deep search, reviews, and e-commerce integration. For Chinese Free Independent Travelers (FITs), it’s one of the most trusted platforms to discover new destinations, hotels, restaurants, and experiences.

The Power of Xiaohongshu for Reaching Chinese Travelers

The platform’s audience is predominantly young, female, and under 35 — a demographic that heavily influences travel decisions. These users don’t just browse content; they actively create and share their experiences, often in highly visual and emotionally engaging ways.

If your hotel is located in Thailand, Bali, or Vietnam, Xiaohongshu is where your future Chinese guests are already searching, planning, and saving ideas for their next trip.

Official Accounts for International Hotels

Unlike many Chinese platforms, Xiaohongshu allows non-Chinese businesses to open official accounts on the Chinese version of the app, not a separate, international-facing version. This allows resorts and hotels in Southeast Asia to establish a verified presence inside the Chinese digital ecosystem, building trust and visibility directly with local users.

Why Xiaohongshu Works for Luxury Hospitality

We’ve seen firsthand how well Xiaohongshu performs for high-end hotels and resorts. Its intuitive UX and polished interface are tailor-made for showcasing luxury experiences, from oceanfront villas and private pools to spa rituals, fine dining, and curated excursions.

Posts on Xiaohongshu behave more like mini editorials or travel journals than traditional ads. This soft-sell approach resonates with users, encouraging them to save posts, follow brands, and ultimately book directly.

How Content Is Distributed on Xiaohongshu

The platform uses a reverse funnel distribution model, where content starts with a core, interest-matched audience. If your post performs well, i.e. getting likes, saves, shares, or comments, the algorithm boosts its reach to wider user groups. This means that a single well-performing post can organically grow your hotel’s exposure.

High-performing content typically includes:

• Beautiful imagery or video (especially vertical, high-quality visuals)
• Personal-style storytelling
• Authentic recommendations or behind-the-scenes access
• Engaging CTAs (e.g. “Save for your next trip”)

The Role of Influencers (KOLs/KOCs) in Driving Results

Influencer marketing on Xiaohongshu is also incredibly effective. Mid-tier and junior KOLs/KOCs (Key Opinion Consumers) with 10,000–500,000 followers account for roughly 75% of platform traffic. Their rates vary, but can be as low as 10% of their follower count in RMB, making influencer partnerships a scalable tactic for hotels at any stage of marketing investment.

Local Success: Thailand, Bali, Vietnam

We’ve helped hotels across Southeast Asia — particularly in hotspots like:

• Bangkok, Phuket and Koh Samui, where FIT travelers seek luxury accommodation, unique experiences and beauitful settings
• Nha Trang and Da Nang, where cultural travel pairs with luxury stays
• Bali, a long-time favorite for honeymooners and wellness tourists

These markets have all seen strong performance on Xiaohongshu thanks to their visual appeal, unique offerings, and growing FIT interest.

Ready to Launch on Xiaohongshu?

Whether you’re just exploring Chinese digital marketing or ready to scale your efforts, Xiaohongshu is a high-impact channel that deserves your attention. From content strategy and influencer partnerships to official account setup and community management, our team can help.

Contact Us for a Free Consultation

We specialize in Xiaohongshu marketing for hotels & resorts in Thailand, Bali, and Vietnam. Contact us if you're ready to tap into China’s most influential travel platform — we’ll help you turn inspiration into bookings.