Baidu: The Go-To Platform for Chinese Travelers

Baidu is China’s most widely used search engine, covering 97.5% of Chinese internet users. Its flagship Baidu App reaches 724 million monthly active users (MAUs), while related platforms like Baidu Maps (百度地图), Baidu Baike (百度百科), and Baidu Knows (百度知道) each have over 100 million MAUs.

As we enter 2026, the Chinese outbound travel market has undergone a fundamental shift. The journey no longer starts with a list of links. It starts with a dialogue. In January 2026, Baidu’s ERNIE Assistant (powered by ERNIE 文心 5.0) officially surpassed 200 million monthly active users. Currently ranked #8 globally on LMArena (outperforming GPT-5.1-High in complex reasoning), ERNIE has evolved into a "Super App" hub where travel planning, booking, and lifestyle services converge.

For overseas brands, the goal is no longer just "visibility". It is becoming a verified recommendation within the world’s most powerful AI ecosystem.

The Foundation: Who Are Baidu’s 2025/2026 Outbound Travelers?

While the technology has evolved, the audience's lucrative nature remains consistent. According to Baidu’s definitive 2025 benchmarks, the outbound traveler profile is the "Gold Standard" for global brands:

• The Youth Dominates: 72% are aged 18–44, a digital-first generation with high online engagement
• Purchasing Power: 94% are mid-to-high spenders, prioritized by quality and value-driven consumption. 
• Gender split is balanced, making it relevant for a wide range of industries.
• Geographic Focus: Demand is highest in China’s wealthiest areas, with 42% of traffic from first- and new first-tier cities.

What Chinese Travelers Search For Before Traveling

In 2026, the traditional search funnel has become a conversation. While travelers still prioritize the same core needs identified in 2025, they now access them through AI-generated itineraries:

• 29% research destinations
• 24% look for itineraries and attractions
• 21% check visa policies

This reinforces the importance of being visible on Baidu when potential travelers are making critical decisions.

The 2026 Toolkit: Engaging Travelers Across the Journey

Baidu offers powerful solutions to connect with travelers before, during, and after their trips:

1. Baidu Map: Predictive O2O Navigation

Baidu Maps (covering 180M+ global POIs) has evolved from a utility into a predictive marketing tool.

In-Trip Activation: With over 150,000 daily searches in regions like Hong Kong and Macau, our "High-Impact Push Notifications" now use AI to predict intent. If a traveler is near a shopping district and has shown luxury interest, Baidu Maps delivers a real-time invitation to your store before they even open the app.

2. Baidu Baike & Baidu Knows: Build Authority and Trust

• Baidu Baike: Publish in-depth, visually rich encyclopedia-style brand pages
• Baidu Knows: Provide official answers to user travel questions to position your brand as a trusted source

These tools ensure your brand connects with travelers at every decision point.

3. Baidu Merchant Agent: Your 24/7 Global Concierge

New for 2026, the Merchant Agent (商家智能体) turns your brand page into a 24/7 sales floor.

Instead of static FAQs, this AI Agent actively qualifies leads, handles cross-border inquiries in real-time, and closes "search-to-purchase" loops via text and voice - all without a manual night shift.

4. AI MAX: Automated Campaign Powerhouse

Marketers in 2026 no longer struggle with manual keyword bidding. AI MAX uses "Smart Infrastructure Optimization" to:

• Auto-Optimize: Continuously refine creatives and keywords based on live performance.

• Monitor 24/7: The "Monitor Assistant" (盯盘助手) ensures your "Golden Week" budget is spent effectively and automatically fixes performance drops.

Why Partner with China Search Asia

As Baidu’s official overseas sales partner, China Search Asia is your bridge to the 2026 AI ecosystem. We don’t just buy ads. We build AI-driven O2O funnels.

• Precise Targeting: We layer 2025 behavioral data with 2026 real-time AI intent.

• Full-Funnel Integration: From pre-trip AI recommendations to in-trip Maps navigation.

• Performance First: Using tools like AI MAX to ensure your creative strategy is always one step ahead.

Ready to Lead the 2026 Travel Era? 

The Chinese traveler has already started their conversation with AI. Ensure your brand is part of the answer.

Unlock your China Marketing Success – Contact Us for a 2026 Strategic Consultation!