MDS Collective is the hotel and hospitality marketing agency that luxury hotels, resorts and hotel groups trust to reach Chinese travelers. We run your presence end to end on RedNote, WeChat, Dianping, Douyin and AI search, so Chinese guests find you, trust you and book.
Four out of five Chinese travelers start their research with AI. They then read real guest stories on RedNote, check ratings on Dianping, and message the hotel before they book. If your property is missing or quiet at any of these steps, travelers move on to a competitor who is not.
Full management of your Chinese social channels: strategy, content, publishing, community and reporting in English.
We make sure DeepSeek, Doubao, KIMI, Qwen, ChatGPT and other AI assistants recommend your property when Chinese travelers ask.
Native Mandarin speakers answer Chinese guests' questions in their DMs, turning interest into direct bookings. We answered 5,000+ DMs in 2025.
Awareness and pre-sales strategy for new hotels, renovations and new experiences, timed to the Chinese travel calendar.
Vetted Chinese creators and travel KOLs whose audiences match your guest profile, with clear reporting on results.
Chinese, Japanese and Korean versions of your website, menus and collateral, written for the market rather than translated word for word.
All-time hospitality client retention rate
Hospitality partners
Total client Michelin Keys
DMs answered in 2025
Award-winning, and focused on travel since 2013.
MDS Collective (formerly Metric Design Studio) was founded in Shanghai in 2013 and now works from Shanghai and Singapore, with associates in Bangkok and Kuala Lumpur. We focus entirely on hospitality, travel and tourism brands reaching Chinese, Japanese and Korean travelers.
Campaign Asia-Pacific named us Greater China Boutique Agency of the Year, Gold, and Entrepreneur named us Disruptor of the Year 2026. Our clients include properties on The World's 50 Best Hotels list, 3-Michelin Key hotels, national tourism boards and global airlines.
Human-led, AI-enabled. Our clients own all of the IP we create for them.
Chinese tourists research hotels on RedNote, check ratings on Dianping, ask AI assistants like DeepSeek and Doubao, and book after talking to the hotel directly. We run all of it for you: always-on RedNote, WeChat and Douyin content, KOL and KOC campaigns, paid media, Dianping management, Mandarin replies to guest messages, and AI search visibility, with results reported to your team in English.
We help hotels and resorts outside China attract Chinese travelers. That means running the channels Chinese guests actually use (RedNote, WeChat, Dianping, Douyin), making sure AI assistants recommend your property, answering guest messages in Mandarin, and reporting results to your team in English.
RedNote (Xiaohongshu) is where most Chinese independent travelers discover and research hotels. Dianping shapes ratings and trust, WeChat handles direct relationships and bookings, and Douyin drives short video discovery. AI search tools such as DeepSeek and Doubao are now the first stop for many travelers, so they matter too.
Yes. We plan and manage paid media on RedNote, WeChat and Douyin for our hotel clients, placed through an authorized platform agency. Budgets and targeting are guided by Paragon, our client dashboard, so spend goes behind the content and audiences that are already converting.
Yes. We keep our own database of Chinese travel KOLs and KOCs and handle the strategy, selection, negotiation, logistics and reporting for every collaboration, including hosted stays at your property.
Yes. Our bilingual team in Shanghai and Singapore creates content and answers guests in native Mandarin, and reports to your team in English.
Both. We work with independent luxury hotels and resorts, multi-property hotel groups and brands, including properties on The World's 50 Best Hotels list and 3-Michelin Key hotels.
We track reach, engagement, inquiries, direct bookings and AI search visibility, and share them in a secure dashboard with automatic English reports. For Mandapa, a Ritz-Carlton Reserve, bookings from social rose by upwards of 20%.
We have specialized in hospitality and tourism marketing for Chinese travelers since 2013, first as Metric Design Studio. We work with 40+ hospitality partners at a 93% all-time retention rate, and were named Campaign Asia-Pacific's Greater China Boutique Agency of the Year, Gold.
Also see: Tourism & Destination Marketing in China · Airline Marketing in China & Asia · Theme Park & Entertainment Marketing in China · Education Marketing in China
Not sure where to start? We're here to help. Every brand challenge is unique, and our role is to help you find the right direction. Reach out with any questions, or if you're ready to get started, book a free consultation with MDS today.
Still deciding? Play a game while you think about it
Still deciding? Play a game while you think about it