China’s second-biggest online shopping event of the year has just played out and Dida is advising the market not to ignore such high-impact consumer moments.
The B2B travel distribution platform that specialises in outbound Chinese travel says many in the travel industry, outside China, overlook the significance of China’s 618 Shopping Day (June 18) and would do well to adapt their strategies accordingly.
“Many travel brands are missing an important opportunity to access the Chinese Market,” says Gareth Matthews, Dida’s Chief Marketing Officer.
“618 isn’t just about electronics or fashion, it triggers a mindset of deal-hunting, trip planning and summer travel preparation among Chinese consumers. Brands that tune in can ride the wave of demand. Those that don’t, will miss out in this hugely important market.”
Matthews adds: “[For hotels & destination suppliers] 618 is the perfect time to turn exposure into bookings. Hotels that create exclusive partnerships with platforms like ours benefit from targeted visibility during the exact moments Chinese travellers are actively searching.
“Add in perks like platform-specific discounts, room upgrades, or bundled local experiences, and you’re not just selling a room, you’re selling relevance. And don’t underestimate the power of flexibility: free cancellation up to a few days before check-in plays directly into Chinese consumers’ ‘stock-up now, decide later’ mindset during festivals like 618.”
When it comes to OTAs and travel platforms, he says: “If you’re not using AI to deliver hyper-relevant options during 618, you’re invisible. Today’s Chinese traveller expects platforms to serve personalised, bookable itineraries in real time, not generic listings. Integrate visa-free travel tags like ‘No Visa Needed!’ to remove barriers and make decisions easier.”
For destinations and tourism boards, he believes destinations that align with China’s travel calendar win the long game.
“Destinations should time campaigns around key Chinese holidays and plug into platforms that can reach the right segments. We’ve seen incredible traction when we target niche interests – anime culture, luxury shopping, family travel – with themed packages.
“Combine that with event hooks like the Osaka Expo, and you’ve got a campaign that sells out in days and builds brand equity for the future.”
“If you’re in global travel and not building around China’s cultural calendar, you’re not just missing a trend, you’re missing growth,” concludes Dida’s Chief Marketing Officer. “618 is a signal. The winners will be the ones who listen.”
