Booking in China in 2026 sustains robust momentum, outpacing overall consumer spending growth and reinforcing its appeal for brands seeking exposure to a dynamic, digitally driven environment. Value sales are predicted to reach CNY3,191.5 billion in current terms, with a 7% increase from the previous year, driven by a strong pivot towards digital solutions, the widespread integration of artificial intelligence, and an expanding focus on immersive and tailored experiences. Leading online travel agencies have consolidated their dominance through the adoption of hyper-personalised booking journeys, loyalty programmes, and bundled offerings, creating substantial barriers for traditional providers and raising the competitive bar for innovation. For brands aiming to succeed, it is essential to invest in digital infrastructure, prioritise personalisation, and develop curated products that align with evolving traveller preferences, particularly as leisure and inbound demand continue to outstrip business-related bookings. Sustained growth is anticipated as booking providers increasingly cater to the experience economy, signalling ongoing opportunities for those able to adapt to the changing landscape and the distinct requirements of domestic and international travellers.
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Overview:
Understand the latest market trends and future growth opportunities for the Booking industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Booking industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Booking in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Booking in China?
- Which are the leading companies in Booking in China?
- How are companies responding to the travel restrictions?
- Which travel sectors are proving the most resilient?
- What are companies doing to innovate and future-proof?
Key Data Insights
Key Industry Trends
Trip.com redefines travel planning with AI-powered booking journeys
Meituan captures experiential demand with bundled travel solutions
Trip.com leverages immersive experiences to boost inbound travel bookings
Chart 1 Booking Sales: Value 2021-2031
Chart 2 Booking Sales by Category: Value 2026
Government initiatives anticipatred to accelerate experience-driven bookings
Meituan and Trip.com expected to shift focus to curated experiences for inbound and leisure demand
Chart 1 Forecast Booking Sales: Value 2021-2031
Chart 2 Forecast Booking Sales by Category: Value 2026-2031
Trip.com, Fliggy and Tongcheng-Elong strengthen their dominance through digital loyalty
Chart 1 Travel Intermediaries GBO Company Shares: % Value 2021-2026
AI-powered assistants reimagine the booking product as a conversational journey
Bundled and experiential products broaden the definition of travel
Segmented personalisation and digital channels reshape competitive dynamics
Chart 1 Real GDP Growth 2021-2031
Chart 2 Inflation 2021-2031
Chart 1 Population 2021-2031
Chart 2 Population by Generation 2026
Chart 3 Consumer Expenditure 2021-2031
Country Reports Disclaimer
The following categories and subcategories are included:
Booking
- Booking Offline
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- Mobile Travel
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- Leisure Air Travel Online via Direct
- Leisure Air Travel Online via Intermediaries
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- Leisure Air Travel Offline via Direct
- Leisure Air Travel Offline via Intermediaries
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- Leisure Car Rental Online via Direct
- Leisure Car Rental Online via Intermediaries
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- Leisure Car Rental Offline via Direct
- Leisure Car Rental Offline via Intermediaries
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- Leisure Cruise Online via Direct
- Leisure Cruise Online via Intermediaries
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- Leisure Cruise Offline via Direct
- Leisure Cruise Offline via Intermediaries
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- Leisure Experiences and Attractions Online via Direct
- Leisure Experiences and Attractions Online via Intermediaries
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- Leisure Experiences and Attractions Offline via Direct
- Leisure Experiences and Attractions Offline via Intermediaries
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- Leisure Lodging (Source) Online via Direct
- Leisure Lodging (Source) Online via Intermediaries
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- Leisure Lodging (Source) Offline via Direct
- Leisure Lodging (Source) Offline via Intermediaries
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- Leisure Packages Online via Intermediaries
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- Leisure Packages Offline via Intermediaries
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- Leisure Surface Travel Online via Direct
- Leisure Surface Travel Online via Intermediaries
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- Leisure Surface Travel Offline via Direct
- Leisure Surface Travel Offline via Intermediaries
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- Leisure Other Travel Products Online via Direct
- Leisure Other Travel Products Online via Intermediaries
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- Leisure Other Travel Products Offline via Direct
- Leisure Other Travel Products Offline via Intermediaries
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- Business Air Travel Online via Direct
- Business Air Travel Online via Intermediaries
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- Business Air Travel Offline via Direct
- Business Air Travel Offline via Intermediaries
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- Business Car Rental Online via Direct
- Business Car Rental Online via Intermediaries
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- Business Car Rental Offline via Direct
- Business Car Rental Offline via Intermediaries
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- Business Lodging Online via Direct
- Business Lodging Online via Intermediaries
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- Business Lodging Offline via Direct
- Business Lodging Offline via Intermediaries
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- Business Other Online via Direct
- Business Other Online via Intermediaries
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- Business Other Offline via Direct
- Business Other Offline via Intermediaries
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- Travel Intermediaries Online
- Travel Intermediaries Offline
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- Direct Suppliers Online
- Direct Suppliers Offline
Booking
The Booking category includes: Booking Offline, Booking Online including Mobile Travel, Leisure Travel, Business Travel, Travel Intermediaries and Direct Suppliers. It covers point of sale to residents for travel either domestically or abroad.
See all of our definitionsWhy buy this report?
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- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Booking research and analysis database.
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