BEIJING — China's tourism boom is pushing upgrades in the hospitality sector, with shifting travel preferences and the growing popularity of digital technologies spurring hotels to embrace cultural integration, artificial intelligence and international management.

In the first half of 2025, domestic tourist trips hit 3.285 billion, up 20.6 percent from a year earlier, according to the Ministry of Culture and Tourism. Summer travel is set to accelerate, with over 2.5 billion trips estimated, according to data from the China Tourism Academy.

Hotel giants are feeling the heat. Shanghai Jin Jiang International Hotels Co Ltd, one of the world's largest hotel groups, reported welcoming more than 40.7 million guests to its Chinese hotels in July. In addition to the robust data, customers' hospitality demands are also changing.

"Chinese travelers are no longer satisfied with just a bed for the night. They seek immersive, multifaceted experiences that turn hotels into hubs of exploration and engagement," said Qian Kang, vice-president of Jin Jiang Hotels.

Integrating hospitality services with culture, commerce, tourism and sports, has been identified as a major strategic opportunity for the hotel market in 2025, according to an industrial survey released earlier this year by hotel market observer Huamei Consulting Group.

In Shanghai, Jin Jiang Radisson Hotels launched a culinary initiative, offering exclusive dining deals and immersive food tours. The group has also turned hotels into cultural and entertainment spaces: partnerships with comedy clubs have transformed lobbies into "gag theaters" across 12 cities. At the same time, architectural tours invite guests to explore urban heritage starting from hotel premises.

Jin Jiang Hotels China Region's AI voice system handles 70 percent of guest calls, resolving 86 percent of requests within 15 minutes, often coordinating with in-house robots for tasks like deliveries, according to Qian.

"From booking to check-in and check-out, consumers seek a more convenient, efficient and personalized experience," Qian noted.

In addition to surging domestic trips, growing inbound and outbound travels have stimulated hotels to be more international.

For foreign guests visiting China, Jin Jiang has offered services including multilingual support, tailored meals and cultural experiences like tea ceremonies.

Jin Jiang Hotels China Region, in partnership with Malaysia's Riyaz International, plans to open over 100 hotels in six Southeast Asian countries in five years.

"Our overseas expansion strategy blends global standards with local insights," said Zhang Zhonghao, senior vice-president of Jin Jiang Hotels China Region. "We're not only exporting brands, but also building ecosystems that connect Chinese travelers with international destinations."

Xinhua