KUALA LUMPUR – Malaysia remains a top choice for Chinese travellers, according to recent Airbnb data.
Ranked sixth among outbound search destinations, the country has witnessed a surge in popularity among these travellers during the winter season in China.
Cities like Kuala Lumpur and Kota Kinabalu, especially appealing to guests from China, are now among the top 20 most searched cities.
Kota Kinabalu is an even more popular destination than cities like Auckland, Kyoto, and Paris.
Chinese guests primarily searched for travel information on these top 10 countries and regions during the winter season from December 2023 to February 2024, said Airbnb in a statement today.
They are Thailand, Japan, New Zealand, Australia, the United States, Malaysia, Indonesia, the United Kingdom, Norway, and South Korea.
Since the reopening of cross-border travel in China last year, Airbnb has observed a significant uptick in outbound travel by Chinese guests to a diverse array of destinations.
“This trend is highlighted by a remarkable year-over-year increase in outbound travel searches, surpassing 14-fold among Airbnb users in China for the upcoming Chinese New Year period.
“During the Golden Week holiday period last year, searches for Airbnb trips to Asia Pacific destinations also experienced an impressive approximately 17-fold year-over-year surge.
“Notably, Malaysia secured the seventh position among the most sought-after outbound destinations during this period, outpacing searches for New Zealand, France, and the United States,” the statement read.
According to a Kantar survey commissioned by Airbnb last June, Chinese travellers prioritise accommodation based on five key factors: reliability (89%), amenities (84%), customer service and support (80%), uniqueness (80%), and a convenient location (56%).
Airbnb’s India, Southeast Asia, Hong Kong, and Taiwan general manager, Amanpreet Bajaj, said Malaysia has long been a popular destination among Chinese guests on Airbnb.
“We are thrilled by Malaysia’s 30-day visa-free travel policy announced by the Malaysian government last November, given its potential to further boost Malaysia’s enduring popularity among Chinese travellers.
“We believe this initiative will unlock a surge in visitor numbers and significantly fuel Malaysia’s tourism resurgence post-pandemic.
“As a dedicated partner, Airbnb remains committed to playing a pivotal role in elevating Malaysia as a global destination and further propelling the country’s tourism recovery and growth,” he added.
As part of its efforts to continue attracting more Chinese travellers to the region, Airbnb last year launched a once-in-a-lifetime Southeast Asia island-hopping getaway for Chinese travellers, which featured Langkawi, Malaysia, among other islands in Thailand and Indonesia.
Airbnb is also collaborating with the Malaysia Digital Economy Corporation (MDEC) to identify and promote Airbnb stays that have been officially certified by MDEC as digital nomad-friendly DE Rantau Hubs to further establish Malaysia as a preferred hub for digital nomads in the region. – January 11, 2024