10 XHS KOLs to Watch for Travel Brands (2026 Reference List)

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10 XHS KOLs to Watch for Travel Brands (2026 Reference List)

[ XHS 用户 (user) search screenshot — keyword 旅行 — drop image here ]

Introduction

Xiaohongshu (XHS, also known as 小紅書 or "Little Red Book") has become one of the most influential discovery platforms for travel decisions across Greater China and among Chinese-speaking audiences in Hong Kong and the wider Asia region. Travellers open the app to research destinations, hotels, itineraries, visa tips and "hidden gem" experiences long before they book. For travel brands — hotels, airlines, tourism boards, OTAs, tour operators and destination attractions — this makes XHS creators (KOLs) a natural channel for building awareness and trust.

This guide is a curated reference list of ten Xiaohongshu travel KOLs and creator-type accounts worth watching, along with a practical framework for choosing, briefing and measuring them. It is deliberately not an absolute "best" ranking. The creators below were selected based on public visibility, content relevance, brand-fit potential, audience-trust signals and suitability for Hong Kong, Greater China and Asia-facing campaigns. All publicly visible follower and engagement figures were observed on 3 July 2026 and can change frequently — always re-check before outreach.

Why XHS Matters for Travel Brands

Travel is one of Xiaohongshu's strongest native content categories. Users treat the platform as a search engine for real, experience-led recommendations, so a well-placed travel note can influence itinerary planning, hotel selection and on-the-ground spending. The format rewards authentic, visual, "save-worthy" content — maps, step-by-step itineraries, cost breakdowns and honest reviews — which aligns closely with how travellers actually make decisions. For Hong Kong and Asia-facing brands, XHS also reaches high-intent mainland visitors and Chinese-speaking residents who plan trips through the app, making it valuable for both inbound and outbound travel marketing.

Selection Methodology

This list is a reference shortlist, not a mathematically exact ranking. Creators were considered across eight factors: (1) relevance to the travel sector; (2) content quality and consistency; (3) audience trust and engagement signals; (4) suitability for brand collaboration; (5) public visibility and discoverability on XHS search; (6) cross-platform presence where available; (7) brand-safety risk level; and (8) potential fit for Hong Kong / Greater China / Asia-facing campaigns. Because publicly visible metrics shift, we avoid presenting exact scores. Treat every entry as a starting point for your own verification.

The 10 XHS Travel KOLs

1. 菲怡Fly爱旅行 (XHS ID: 540385066)

Category Fit: Travel creator with the largest publicly visible following in this shortlist.
Main Content Themes: Destination travel content and travel inspiration.
Why Brands May Consider This KOL: Broad reach (publicly shown as ~751k followers on 3 Jul 2026) suits top-of-funnel awareness campaigns.
Suitable Campaign Types: Destination awareness, seasonal travel pushes, brand-integrated itineraries.
Potential Brand Fit: Tourism boards, OTAs, larger hotel groups.
Things to Check Before Outreach: Current follower/engagement data, audience geography (mainland vs HK), recent posting frequency, and past commercial collaborations.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower count ~75.1万. Publicly visible follower / engagement data may change frequently and should be checked before outreach.

2. 智行旅行 (XHS ID: 27765125419)

Category Fit: Travel-platform-style account (旅游平台) with large reach.
Main Content Themes: Travel planning, tips and platform-led travel content.
Why Brands May Consider This KOL: ~565k publicly shown followers; useful for utility-driven travel messaging.
Suitable Campaign Types: Booking-tool tie-ins, itinerary partnerships, travel-tech promotions.
Potential Brand Fit: OTAs, booking platforms, transport and travel-service brands.
Things to Check Before Outreach: Whether the account is brand/platform-operated vs individual creator, ad-integration options, and content usage rights.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~56.5万; 526 notes. Data may change frequently.

3. 奢享家旅行 (XHS ID: 95852136294)

Category Fit: Travel-agency-type account (旅行社) with a premium positioning cue in its name.
Main Content Themes: Higher-end travel experiences and curated trips.
Why Brands May Consider This KOL: ~374k publicly shown followers; potential fit for premium travel positioning.
Suitable Campaign Types: Luxury hotel features, premium destination packages, curated experiences.
Potential Brand Fit: Luxury resorts, premium tour operators, high-end travel services.
Things to Check Before Outreach: Real audience quality vs follower size, whether posts are commercial-heavy, and price transparency.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~37.4万; 304 notes. Data may change frequently.

4. 马小逗的旅行计划 (XHS ID: 9549027823)

Category Fit: Individual-style travel planning creator.
Main Content Themes: Trip planning and itinerary ideas.
Why Brands May Consider This KOL: ~320k publicly shown followers with a relatively low note count (98), suggesting higher average reach per post — worth verifying.
Suitable Campaign Types: Itinerary-led content, destination storytelling, planning guides.
Potential Brand Fit: Destinations, hotels, travel apps aimed at planners.
Things to Check Before Outreach: Average engagement per note, audience intent, and content tone alignment.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~32万; 98 notes. Data may change frequently.

5. 安语野旅行 (XHS ID: 63012599495, verified)

Category Fit: Verified travel-agency-type account (旅行社).
Main Content Themes: Travel experiences and destination content.
Why Brands May Consider This KOL: Verified badge plus ~150k publicly shown followers; verification can be a helpful brand-safety signal (still verify independently).
Suitable Campaign Types: Destination features, agency co-marketing, packaged-trip promotion.
Potential Brand Fit: Tour operators, destinations, mid-market hotels.
Things to Check Before Outreach: Note count is modest (84) — check output cadence and recent activity.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~15万; 84 notes; verified. Data may change frequently.

6. 绿野独白旅行 (XHS ID: 512877617)

Category Fit: Travel content creator with a narrative/outdoor cue in the name.
Main Content Themes: Travel and likely outdoor/scenic content.
Why Brands May Consider This KOL: ~118k publicly shown followers with a healthy note count (632), suggesting consistent output.
Suitable Campaign Types: Outdoor/nature destinations, scenic route features, gear-adjacent tie-ins.
Potential Brand Fit: Nature destinations, outdoor tourism, regional travel boards.
Things to Check Before Outreach: Content niche specifics, audience region, and seasonality.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~11.8万; 632 notes. Data may change frequently.

7. 梦琪旅行 (XHS ID: 27247496791)

Category Fit: Travel-agency-type account (旅行社), individual-branded.
Main Content Themes: Travel guides and trip content.
Why Brands May Consider This KOL: ~102k publicly shown followers with a high note count (1,653) — a consistently active account.
Suitable Campaign Types: Ongoing content partnerships, itinerary series, always-on destination promotion.
Potential Brand Fit: Hotels, destinations, travel-service providers wanting steady output.
Things to Check Before Outreach: Engagement rate relative to follower size and commercial-post ratio.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~10.2万; 1,653 notes. Data may change frequently.

8. QH高端旅行 (XHS ID: 95854986268)

Category Fit: Travel-agency-type account (旅行社) positioned as "高端" (high-end).
Main Content Themes: Premium travel and curated experiences.
Why Brands May Consider This KOL: ~98k publicly shown followers and very high output (2,276 notes).
Suitable Campaign Types: Premium destination features, luxury-leaning content, high-frequency campaigns.
Potential Brand Fit: Premium hotels, curated-experience providers.
Things to Check Before Outreach: Whether high note volume dilutes engagement; verify audience quality.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~9.8万; 2,276 notes. Data may change frequently.

9. 小凌旅行记 (XHS ID: XHS9885)

Category Fit: Individual-style travel diary creator.
Main Content Themes: Personal travel logs and trip records.
Why Brands May Consider This KOL: ~90k publicly shown followers with a low note count (70) — potentially strong per-post reach for a more personal, storytelling tone.
Suitable Campaign Types: Authentic storytelling, experiential hotel/destination stays, review-style content.
Potential Brand Fit: Boutique hotels, experiential destinations, lifestyle-travel brands.
Things to Check Before Outreach: Consistency of posting and audience engagement quality.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~9万; 70 notes. Data may change frequently.

10. Feekr旅行 (XHS ID: 27760326085, verified)

Category Fit: Verified travel-media/agency-type account (旅行社) with an established brand name in the travel-content space.
Main Content Themes: Curated destination guides and travel inspiration.
Why Brands May Consider This KOL: Verified badge, ~400k publicly shown followers and very high output (1,402 notes) indicate an established travel-content operation.
Suitable Campaign Types: Destination guides, branded round-ups, editorial-style features.
Potential Brand Fit: Tourism boards, destinations, hotel groups seeking editorial credibility.
Things to Check Before Outreach: Media-kit availability, rate card, and audience geography.
Public Source Notes: XHS user search, observed 3 Jul 2026; follower ~40万; 1,402 notes; verified. Data may change frequently.

Also worth verifying: better定制旅行 (verified, ~4.8万) and 途鹿旅行 (~4.7万) are smaller travel accounts that may suit micro-KOL, niche or budget-conscious campaigns.

How Brands Should Choose the Right XHS Travel KOL

Follower count is the least reliable single indicator. Prioritise audience fit (are their followers your target travellers, and are they in the right markets — mainland, Hong Kong or wider Asia?), content style (do their visuals and tone match your brand?), and brand safety (is their content free of reputational risk?). Then weigh budget fit, campaign objective (awareness vs. conversion), and their past collaboration style. Finally, confirm content capabilities: can the KOL produce the format you need — video, photo notes, livestream, honest review, or an on-site store/hotel visit?

Common Mistakes When Choosing XHS Travel KOLs

Common pitfalls include: choosing purely by follower count; ignoring content tone and whether it matches your brand; not checking for fake or inflated engagement; sending an unclear campaign brief; launching with no tracking links, promo codes or dedicated landing page; skipping a content usage-rights agreement; and doing a weak compliance review (especially important for cross-border travel claims). Each of these quietly erodes ROI.

How Allua Tech Can Help

Allua Tech helps brands turn a shortlist like this into a working campaign. We can help you shortlist suitable KOLs against your objectives, design the campaign strategy, prepare clear KOL briefs, manage outreach and negotiation, build dedicated landing pages, support SEO / SEM and social amplification, track campaign performance, and repurpose KOL content into blogs, ads and social posts so a single collaboration works harder across channels.

Call to Action

Planning a Xiaohongshu travel campaign? Allua Tech can help you shortlist suitable KOLs, design the campaign structure, and turn creator content into measurable business results. Contact Allua Tech to get started.

FAQ

How do I choose the right XHS travel KOL? Start with audience fit and content relevance, not follower count. Check that their audience is in your target market, review recent engagement quality, and confirm they can produce the content format you need.

How much does XHS travel KOL marketing cost? Rates vary widely by follower size, content format and exclusivity, and are not publicly fixed. Request a current rate card and align budget to your objective (awareness vs. conversion).

Is Xiaohongshu suitable for Hong Kong travel brands? Yes — XHS reaches both mainland visitors planning Hong Kong trips and Chinese-speaking Hong Kong residents, making it useful for inbound and outbound travel marketing.

Should travel brands work with micro KOLs or top KOLs? Both have a role. Top KOLs drive awareness and reach; micro KOLs often deliver stronger niche trust and cost efficiency. A blended roster is common.

How can I measure XHS travel campaign performance? Use tracking links, unique promo codes, dedicated landing pages and platform analytics, and agree on KPIs (saves, engagement, click-throughs, bookings) before launch.

旅遊品牌值得關注的 10 位小紅書 KOL（2026 參考名單）

［小紅書「用户」搜尋頁面截圖 — 關鍵詞旅行 — 請在此放置圖片］

引言

小紅書（XHS，又稱「Little Red Book」）已成為大中華地區，以及香港與亞洲華語受眾在旅遊決策上最具影響力的內容發現平台之一。旅客往往在正式預訂之前，就會打開小紅書研究目的地、酒店、行程、簽證貼士和各種「小眾寶藏」體驗。對於旅遊品牌——酒店、航空公司、旅遊局、OTA、旅行社與景點——來說，小紅書 KOL 自然成為建立知名度與信任的重要渠道。

本文是一份精選的小紅書旅遊 KOL 及創作者類帳號參考名單，並附上挑選、撰寫 brief 與評估成效的實用框架。這並非絕對的「最佳」排名。以下創作者是根據公開可見度、內容相關性、品牌契合潛力、受眾信任訊號，以及對香港、大中華及面向亞洲市場推廣的適合度而選出。所有公開可見的粉絲及互動數據均於 2026 年 7 月 3 日觀察所得，數字經常變動，外聯前請務必重新核實。

為何小紅書對旅遊品牌重要

旅遊是小紅書最強的原生內容類別之一。用戶把平台當作搜尋真實、以體驗為主推薦的搜尋引擎，因此一篇位置得宜的旅遊筆記，能夠影響行程規劃、酒店選擇及當地消費。這種內容形式偏好真實、視覺化、值得「收藏」的內容——地圖、逐步行程、費用拆解與真實評價——正好貼合旅客實際的決策方式。對於香港及面向亞洲的品牌而言，小紅書同時觸及以此平台規劃行程的高意向內地訪客與華語居民，因此對入境與出境旅遊營銷都極具價值。

篩選方法

本名單是一份參考短名單，並非數學上精確的排名。創作者的考量涵蓋八項因素：（1）與旅遊行業的相關性；（2）內容質量與一致性；（3）受眾信任與互動訊號；（4）品牌合作適合度；（5）在小紅書搜尋的公開可見度；（6）如有的跨平台影響力；（7）品牌安全風險程度；（8）對香港／大中華／面向亞洲推廣的潛在契合度。由於公開數據會變動，我們避免給出精確評分。請把每個項目視為你自行核實的起點。

旅遊品牌值得關注的 10 位小紅書 KOL

1. 菲怡Fly爱旅行（XHS ID: 540385066）

類別契合： 本短名單中公開粉絲數最高的旅遊創作者。
主要內容主題： 目的地旅遊內容與旅遊靈感分享。
品牌為何值得考慮： 覆蓋面廣（2026 年 7 月 3 日公開顯示約 75 萬粉絲），適合漏斗上層的知名度推廣。
適合的推廣類型： 目的地知名度、季節性旅遊推廣、品牌植入行程。
潛在品牌契合： 旅遊局、OTA、大型酒店集團。
外聯前須查核： 最新粉絲／互動數據、受眾地域（內地 vs 香港）、近期發文頻率及過往商業合作。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 75.1萬。公開可見的粉絲／互動數據可能經常變動，外聯前應重新核實。

2. 智行旅行（XHS ID: 27765125419）

類別契合： 旅遊平台類帳號（旅游平台），覆蓋面大。
主要內容主題： 旅遊規劃、貼士及平台主導的旅遊內容。
品牌為何值得考慮： 公開顯示約 56.5 萬粉絲；適合以實用資訊為主的旅遊訊息。
適合的推廣類型： 預訂工具聯乘、行程合作、旅遊科技推廣。
潛在品牌契合： OTA、預訂平台、交通及旅遊服務品牌。
外聯前須查核： 帳號屬品牌／平台運營或個人創作者、廣告植入選項及內容使用權。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 56.5萬；筆記 526。數據可能經常變動。

3. 奢享家旅行（XHS ID: 95852136294）

類別契合： 旅行社類帳號（旅行社），名稱帶高端定位訊號（「奢享」）。
主要內容主題： 較高端的旅遊體驗與精選行程。
品牌為何值得考慮： 公開顯示約 37.4 萬粉絲；適合高端旅遊定位。
適合的推廣類型： 豪華酒店介紹、高端目的地套票、精選體驗。
潛在品牌契合： 豪華度假村、高端旅行社、高端旅遊服務。
外聯前須查核： 真實受眾質素與粉絲數是否相符、內容是否偏商業化、價格透明度。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 37.4萬；筆記 304。數據可能經常變動。

4. 马小逗的旅行计划（XHS ID: 9549027823）

類別契合： 個人風格的旅遊規劃創作者。
主要內容主題： 行程規劃與路線靈感。
品牌為何值得考慮： 公開顯示約 32 萬粉絲，而筆記數相對較少（98），顯示每篇平均觸及可能較高——值得核實。
適合的推廣類型： 以行程為主的內容、目的地故事、規劃指南。
潛在品牌契合： 目的地、酒店、針對規劃者的旅遊 App。
外聯前須查核： 每篇筆記的平均互動、受眾意向及內容語調契合度。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 32萬；筆記 98。數據可能經常變動。

5. 安语野旅行（XHS ID: 63012599495，已認證）

類別契合： 已認證的旅行社類帳號（旅行社）。
主要內容主題： 旅遊體驗與目的地內容。
品牌為何值得考慮： 具認證標誌，公開顯示約 15 萬粉絲；認證可作為品牌安全的參考訊號（仍須自行核實）。
適合的推廣類型： 目的地介紹、旅行社聯合營銷、套票推廣。
潛在品牌契合： 旅行社、目的地、中端酒店。
外聯前須查核： 筆記數量偏少（84）——留意發文節奏與近期活躍度。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 15萬；筆記 84；已認證。數據可能經常變動。

6. 绿野独白旅行（XHS ID: 512877617）

類別契合： 帶敘事／戶外風格名稱的旅遊創作者。
主要內容主題： 旅遊，可能偏戶外／風景內容。
品牌為何值得考慮： 公開顯示約 11.8 萬粉絲，筆記數量健康（632），顯示產出穩定。
適合的推廣類型： 戶外／自然目的地、風景路線介紹、裝備相關聯乘。
潛在品牌契合： 自然目的地、戶外旅遊、地區旅遊局。
外聯前須查核： 內容細分定位、受眾地域及季節性。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 11.8萬；筆記 632。數據可能經常變動。

7. 梦琪旅行（XHS ID: 27247496791）

類別契合： 旅行社類帳號（旅行社），個人品牌化。
主要內容主題： 旅遊攻略與行程內容。
品牌為何值得考慮： 公開顯示約 10.2 萬粉絲，筆記數量高（1,653）——持續活躍的帳號。
適合的推廣類型： 長期內容合作、行程系列、常態化目的地推廣。
潛在品牌契合： 希望穩定產出的酒店、目的地、旅遊服務商。
外聯前須查核： 互動率與粉絲規模是否相稱、商業貼文比例。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 10.2萬；筆記 1,653。數據可能經常變動。

8. QH高端旅行（XHS ID: 95854986268）

類別契合： 定位「高端」的旅行社類帳號（旅行社）。
主要內容主題： 高端旅遊與精選體驗。
品牌為何值得考慮： 公開顯示約 9.8 萬粉絲，產出極高（2,276 篇筆記）。
適合的推廣類型： 高端目的地介紹、偏奢華內容、高頻推廣。
潛在品牌契合： 高端酒店、精選體驗供應商。
外聯前須查核： 高發文量是否稀釋互動；核實受眾質素。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 9.8萬；筆記 2,276。數據可能經常變動。

9. 小凌旅行记（XHS ID: XHS9885）

類別契合： 個人風格的旅遊日記創作者。
主要內容主題： 個人旅遊記錄與行程日誌。
品牌為何值得考慮： 公開顯示約 9 萬粉絲，筆記數少（70）——以較個人化、講故事的語調可能有較強的單篇觸及。
適合的推廣類型： 真實故事敘述、體驗式酒店／目的地入住、評測式內容。
潛在品牌契合： 精品酒店、體驗式目的地、生活方式旅遊品牌。
外聯前須查核： 發文一致性與受眾互動質素。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 9萬；筆記 70。數據可能經常變動。

10. Feekr旅行（XHS ID: 27760326085，已認證）

類別契合： 已認證的旅遊媒體／旅行社類帳號（旅行社），在旅遊內容領域具一定品牌知名度。
主要內容主題： 精選目的地攻略與旅遊靈感。
品牌為何值得考慮： 具認證標誌，公開顯示約 40 萬粉絲，產出極高（1,402 篇筆記），顯示為成熟的旅遊內容運營。
適合的推廣類型： 目的地攻略、品牌合輯、編輯式內容。
潛在品牌契合： 旅遊局、目的地、追求編輯公信力的酒店集團。
外聯前須查核： 是否提供 media kit、報價表及受眾地域。
公開資料備註： 小紅書用戶搜尋，2026 年 7 月 3 日觀察；粉絲約 40萬；筆記 1,402；已認證。數據可能經常變動。

同樣值得核實：better定制旅行（已認證，約 4.8萬）與途鹿旅行（約 4.7萬）屬較小型旅遊帳號，或適合微型 KOL、細分或預算導向的推廣。

品牌如何挑選合適的小紅書旅遊 KOL

粉絲數是最不可靠的單一指標。應優先考慮受眾契合（他們的粉絲是否你的目標旅客，且身處合適市場——內地、香港或更廣亞洲？）、內容風格（視覺與語調是否符合品牌？）及品牌安全（內容是否無聲譽風險？）。其次衡量預算契合、推廣目標（知名度 vs 轉化）及過往合作方式。最後確認內容能力：該 KOL 能否製作你所需的形式——影片、圖文筆記、直播、真實評測，或到店／到酒店實地探訪？

選擇小紅書旅遊 KOL 的常見錯誤

常見陷阱包括：只看粉絲數；忽略內容語調及是否符合品牌；沒有檢查虛假或灌水互動；brief 不清晰；上線時沒有追蹤連結、優惠碼或專屬落地頁；略過內容使用權協議；以及合規審查不足（跨境旅遊宣稱尤其重要）。這些都會悄悄侵蝕投資回報。

Allua Tech 如何提供協助

Allua Tech 協助品牌把這樣的短名單轉化為可執行的推廣。我們可以根據你的目標協助篩選合適 KOL、設計推廣策略、撰寫清晰的 KOL brief、管理外聯與洽談、建立專屬落地頁、支援 SEO／SEM 及社交擴散、追蹤成效，並把 KOL 內容再利用為部落格、廣告及社交貼文，讓單次合作在多渠道發揮更大效益。

行動呼籲

如果你正在計劃小紅書旅遊推廣，Allua Tech 可以協助你篩選合適 KOL、設計推廣策略，並將內容轉化成可追蹤的商業成果。歡迎聯絡 Allua Tech。

常見問題（FAQ）

如何挑選合適的小紅書旅遊 KOL？ 先看受眾契合與內容相關性，而非粉絲數。確認其受眾身處你的目標市場、檢視近期互動質素，並確認能製作你所需的內容形式。

小紅書旅遊 KOL 營銷費用是多少？ 費率因粉絲規模、內容形式及獨家程度而差異很大，且非公開固定。請索取最新報價表，並按目標（知名度 vs 轉化）分配預算。

小紅書適合香港旅遊品牌嗎？ 適合——小紅書同時觸及計劃來港的內地旅客及香港華語居民，對入境與出境旅遊營銷都有用。

旅遊品牌應與微型 KOL 還是頭部 KOL 合作？ 兩者各有角色。頭部 KOL 帶來知名度與覆蓋；微型 KOL 往往在細分領域有更強信任與成本效益。混合陣容很常見。

如何衡量小紅書旅遊推廣成效？ 使用追蹤連結、專屬優惠碼、專屬落地頁及平台分析，並在上線前議定 KPI（收藏、互動、點擊、預訂）。

延伸閱讀

研究日期：2026-07-03。KOL 數據於當天透過公開小紅書搜尋觀察所得，外聯前應重新核實。本文僅供營銷規劃參考，並不構成對任何創作者的背書。