Chinese Outbound Travellers Embrace AI for Trip Planning, Airport Retail Key

AI Integration in Travel Research

One in three Chinese outbound travellers now uses artificial intelligence (AI) as a tool for trip planning, according to the Q3 2026 China Outbound Travel Sentiment Survey. Released on 15 September by China Trading Desk (CTD), a Singapore-based marketing and travel intelligence company, the study found that 33.2% of respondents incorporate AI into their travel preparation.

This marks a shift in how travellers research and prepare for international trips, creating new avenues for product awareness before departure. The survey also revealed that 80% of AI users engage with two or more platforms, averaging 2.5 tools per person, indicating a multi-faceted approach to leveraging AI for travel information.

Popular AI Tools and Complementary Channels

Among the AI tools adopted by Chinese travellers, Doubao is the most prevalent, cited by 89% of AI planners. DeepSeek follows with 59% usage, while Qwen is used by 46% and Yuanbao by 34%. These AI platforms are not replacing established planning methods but are instead becoming additional resources.

The CTD survey shows that 58% of AI users also rely on traditional travel applications, 55% use Xiaohongshu, and 49% utilise Douyin. This highlights the ongoing significance of social media for travel inspiration and consideration, alongside the increasing role of travel apps as travellers move towards booking their trips.

Airport Shopping Sustains Interest

Despite a slight softening in overall travel intent for Q3, with 24.3% of respondents planning to travel within three months and 28.4% within four to six months, airport shopping continues to attract strong interest. The survey indicates that 65.5% of travellers are likely or very likely to shop while awaiting a flight, a figure only marginally below the 66.5% recorded in Q2.

This propensity is particularly pronounced among frequent travellers, at 73.6%, and those with monthly household incomes exceeding CNY30,000/US$4,500, at 76.7%.

Flight booking remains a top priority, with 49.1% of respondents purchasing air tickets first, followed by shopping research, which 38.5% conduct after buying flights but before booking hotels, and 40.4% after hotel bookings but before travel.

Retailer Priorities and Asian Market Implications

Key barriers to duty-free purchases remain consistent, with 61.8% of non-shoppers citing difficulty finding desired brands and products, 54.4% mentioning cost, and 39.7% concerned about time constraints. Price transparency is crucial, as 98% of respondents compare duty-free prices with e-commerce platforms at least occasionally, and 49% do so every time.

Discounted pricing and product authenticity are primary drivers for purchases. Subramania Bhatt, Founder & CEO of China Trading Desk, commented that AI provides another research avenue, but retailers must still address fundamental concerns: product availability, value, and efficient purchasing.

For Asian travel retailers, this means prioritising product visibility before departure, clearly communicating value and availability, and reducing friction at the point of sale to convert interest into purchases.