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How Under 30s, KOLs And Zimeiti Are Shaking Up China's Travel Industry

Russell Flannery

For businesspeople that follow China, barely a day goes by without new data underscoring the clout of consumers born after 1990. This week, Alipay said individuals born in the 1990s had become the largest-spending group among overseas travelers during the recent May Day holiday. Against that backdrop, I recently spoke with China online travel leader Ctrip International CEO Jane Sun about the growing influence of younger travelers and the celebrities they follow, a group frequently dubbed "key opinion leaders" or KOLs in China.