‘The Chinese Luxury Traveller 2017’, published by Hurun Report in association with International Luxury Travel Market Asia (ILTM Asia), unveiled the habits of Chinese luxury outbound travellers, where they prefer to go for their holidays and what they want to do during their vacation.
The report also highlighted the increasing demand for global luxury travel experiences from the high net-worth consumers in China, as well as the increasing importance of customised luxury travel agencies in the region to meet the needs of these travellers.
According to the report, about 60% of outbound luxury travellers are willing to spend more than 3,000 yuan (US$441) for a room night, and travel business class or first class.
When it comes to what they want to do, adventure and beach holidays top the list.
Beach holidays are very popular with affluent Chinese travellers (Image credit: AsianDream/iStock)
“In the past years, Chinese luxury travellers have gone abroad an average of 3.3 times and stayed for an average of 27 days, with tourism increasing 5% to reach 69%”, said Rupert Hoogewerf, Hurun Report chairman and chief researcher.
Hurun Research Institute carried out the survey among China’s high- end tourists between March and May in association with three of China’s leading luxury travel agencies: Diadema, Magic Travel, HHtravel and 8 Continents.
Here is a summary of the eight key findings.
1. Rising demand for adventure tourism – new travel trend
Around-the-world trips, polar exploration and outdoor adventure are the main trends for China’s luxury outbound market for the next three years – a departure from the current dominance of leisure travel.The post-80s generation has shown an increased interest in Africa and the Polar regions – 36% and 32% respectively this year compared to 23% and 17% (respectively) in 2016.
2. The seasons – strong influencer of traveller’s destination choice
Skiers flock to Japan in winter. (Image credit: skiing stockphoto52/iStock)
The time of year has a large bearing on the choice of destinations. In summer and autumn the post-80s travellers prefer island hopping, with Phuket (27%), Maldives (18%) and Fiji (16%) and China’s Sanya (16%) as the most popular choices. In winter and spring, Australia (16%) and Phuket (18%) are the playground for sun-worshippers, while ski enthusiasts flock to Japan (32%), Canada (8%) and Switzerland (7%).
3. Island holiday – the new ‘dark horse’
While leisure holidays remain the most popular choice among luxury travellers at 41%, followed by polar exploration (31%) and outdoor outdoor adventures (20%), a new ‘dark horse’ emerged in this year’s study – island holiday. It surpasses both cruises (13%) and self-drive holidays (14%). Island holidays are especially popular among the post-80s generation, and rank as the first choice of 46% of the respondents.
4. Southeast Asia and Europe – growing in popularity
Europe features high in luxury travellers’ list. (Image credit: olgalngs/iStock)
Last year Southeast Asia and Europe were choice of destinations for 45% and 44% of respondents respectively. In just two years, Southeast Asia has surpassed the Americas to become the Chinese luxury traveller’s preferred holiday destination, especially among millennials with a 34% increase in preference.
5. Luxury hotels – preferred accommodation
Luxury hotels are the first choice for China’s affluent travellers. The Ritz-Carlton and Four Seasons hotels are the most popular choices, ranking first and third. Boutique hotels are increasingly favoured, with Banyan Tree jumping from sixth place last year to fourth place this year, while Aman entered the top 10 in seventh place. Hilton, Shangri-La, Sheraton, and Marriott are also popular choices.
6. Comfort – important when travelling
First or business class preferred when flying (Image credit: piccaya/iStock)
China’s luxury travellers are placing a higher premium on comfort when they travel, with 61% of respondents saying they travelled in business or first class. Air China has the most popular membership scheme among domestic airlines (54%) followed by China Southern Airlines (22.4%) and Cathay Pacific (21.9%) coming in after. Among foreign airlines Emirates and Singapore Airlines are ahead of the pack at 23% and 22% respectively for their cost-effectiveness and high-level services, as well as important hubs for flight transfers.
7. Customised travel services
More than half of the respondents (58%) said they are partial to travel agencies that provide well-designed itineraries, personalised services, and are actively problem solving. Travel agencies are placing a lot of importance on the quality of travel itineraries to retain customers.
8. Travel retail
Shopping popular among female travellers (Image credit: snvv/iStock)
While on holiday Chinese luxury travellers like to purchase cosmetics (45%), local produce (43%), bags and suitcases (39%), clothes and accessories (37%), and jewellery (34%). Most of the shopping are done by female travellers. About 76% of purchases are personal, 47% are gifts and 4% are bought on the behalf of family or friends.
The Hurun Report also surveyed the most popular luxury travel agencies for overseas travel, as well as an analysis of future travel trends. Read the full report here.
• Featured image credit: ben-bryant/iStock
