01 · Why this report matters
Pair accommodation photos with prices and cancellation terms
Qunar users cite discounts, clear room-price and cancellation information, and reviews when choosing accommodation. Korean tourism content should provide attractive scenes together with the practical information needed to book.
Source: 艾瑞咨询 · 2026在线旅游平台用户洞察研究报告 · April 2026 Mainland China Survey · Total N=3,547
Verified public PDF · Pages: 33 · CMB review date 2026.10.04
02 · Source evidence and English explanation
Read the selected chart on page 17 alongside the explanation below.
Among the N=2,458 respondents in this question, 38.5% cited discounts, 37.0% cited clear room, price and cancellation information, and 35.5% cited actual reviews when choosing hotels or B&Bs. The survey covers mainland China online-travel-platform users. It is not limited to visitors to Korea and does not measure booking share.
The explanation below accompanies a selected source chart. This article covers part of the report; read the public PDF for the full context and footnotes.
03 · CMB interpretation
What this means for Korean brands
Images and reviews can attract interest in Korean accommodation and experiences. Booking still requires location, travel time, included items and cancellation terms. Missing Chinese-language information can lead to repeated inquiries and more work for staff. Use the report to check your booking guide, without generalising Qunar users’ preferences to visitors to Korea.
04 · CMB recommendations
Three checks for your next brief
1. Organizing price conditions on one screen
State whether the price is per person or per night, how it changes by date, any extra charges, and what is included or excluded. Make sure the photographed product matches the bookable offer.
2. Prepare movement and cancellation information first
Provide address, main means of transportation, check-in or experience start time, and when cancellation is possible in Chinese.
3. Record the blocking points in the inquiry
Record recurring questions about prices, transport, Chinese-language support and changes to bookings, then update the detail page. Examine why customers leave before completing a booking alongside traffic numbers.
05 · Application example
Example brief
A Seoul accommodation post could pair room photos with directions from the subway station. Its booking page should use consistent wording for dates, occupancy, breakfast and the cancellation deadline. State that Chinese-language support is available only after checking operating hours and contact methods.
CMB developed this planning example. It is not a campaign case or verified result from the source report.
How to interpret the findings
Do not interpret the sample’s platform preferences as demand for travel to Korea. We must have a survey of visitors to Korea and records of our reservations and inquiries to determine the actual demand for Korean products.
06 · Original report and sources
Read the public PDF and research conditions
艾瑞咨询 · 2026在线旅游平台用户洞察研究报告
April 2026 Mainland China Survey · Total N=3,547 · 33 pages
The PDF is a copy of the publisher’s report held in Eastmoney’s public archive. Its archive upload date is not treated as the research period or report publication date. Rights to the report remain with the publisher. This article distinguishes selected source evidence from CMB’s own practical interpretation.