Survey: The profile of the Chinese Luxury Traveller 2017

Α Decrease font Enlarge font
Survey: The profile of the Chinese Luxury Traveller 2017

Hurun Report and International Luxury Travel Market Asia (ILTM Asia) released The Chinese Luxury Traveller 2017, a 26-page report on the travel model, retail and trend of the Chinese luxury high net worth individuals.

Hurun Research Institute carried out the survey between March and May in association with three of China’s leading luxury travel agencies: Diadema, Magic Travel, HHtravel and 8 Continents.

The respondents to this survey are drawn from the ranks of China's high-end tourists, comprised of 334 aggregate samples from 12 mainland Chinese cities, including the first-tier cities Beijing, Shanghai, Guangzhou, and Shenzhen, and the second-tier cities Tianjin, Nanjing, Hangzhou, Chengdu, Chongqing, Qingdao, Dalian, and Fuzhou. Respondents average 42 years of age and 41% are male, with per capita wealth of nearly 22 million yuan. 41% of them are male. Their wealth mainly comes from investment (49%), salary (37%) and company ownership (21%). 70% of them are married, and half have one child, while 27% have two. On average, they have worked or studied abroad for 1.4 years. They were more enthusiastic about shopping on their travels than in 2015, with 220,000 yuan of their average travel budgets of 380,000 yuan devoted to retail therapy, up 57% year-on-year.

The survey includes the following Eight Key Findings:

1.  Travellers prefer adventure tourism, it will be the luxury travel trend in the next three years.

Around World Travel, polar exploration, and outdoor adventures are themes for the Chinese luxury traveller in the next three years. Compared to the dominance of travelling for leisure in the past few years, this year, there is a marked increase in the Chinese luxury travelling for adventure. It should be noted that the Post-80s generation has displayed an increased interest in Africa and the Polar Regions, with numbers rising from 23% and 17% last year to 36% and 32% respectively this year.

2.  The seasons significantly influence traveller’s choice of destination.

The time of year has a large bearing on the choice of location. In summer and autumn, the Post-80s luxury travellers possess a marked preference for island-hopping, with Phuket (27%), Maldives (18%) and Fiji (16%) and China's Sanya (16%) are the most popular choices. In winter and spring, Australia (16%) and Phuket (18%) are popular among sun-worshippers, while ski enthusiasts flock to Japan (32%), Canada (8%) and Switzerland (7%) also are traveller’s most likely destination.

3.  Island with Beach was the dark horse of vacation themes last year.

Although Leisure at 41% was still the most popular vacation theme, polar exploration and outdoor adventures have continued their momentum from the past two years and rank second (31%) and fourth (20%) respectively. As a new option in this year’s study, island holidays were the dark horse of vacation themes and surpass both cruises (13%) and self-drive holidays (14%) and other traditional modes of travel to rank third. Island holidays are especially popular among the Post-80s generation and rank first with almost fifty percent (46%).

4.  Europe and Southeast Asia are the outbound destination of choice.

Last year, Europe and Southeast Asia have grown in popularity as a destination accounting for 45% and 44% of respondents respectively. In just two years, Southeast Asia has successfully surpassed the Americas become the Chinese luxury traveller’s new choice, displaying a shocking 34% increase in millennial favour and jumping from last year’s fourth place to take the crown this year. Rupert Hoogewerf, Hurun Report Chairman and Chief Researcher said: “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%”.

5.  Hotels.

1)  Luxury hotels are still the first choice for China's luxury 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 ten in seventh place. Hilton wins the “Most Popular Luxury Business Hotel” title, with Shangri-La, Sheraton, and top ten newcomer Marriott following closely after. The hotel of the most luxury traveller members is also The Ritz-Carlton, with the popularity of the brand experiencing a 19% increase over the last two years, taking the crown from Hilton. In the same two years however, Marriott drop from second to sixth. Rupert Hoogewerf said, “Compared to airline memberships, hotel memberships do not hold as much value”.

2) At 81%, resorts are overwhelmingly popular among luxury travellers and are their favourite type of luxury accommodation. Business hotels (18%), bed and breakfasts (9%), and apartment hotels (6%) are also preferred, but by a much smaller margin of travellers.

3) 60% outbound luxury travellers spend more than 3,000 yuan per night. 32% of luxury travellers have accommodation budgets of over 5,000RMB per night. Humanized Service is the most important consideration, followed by a good view of the room.

4) At 56%, local cuisine is the most popular hotel restaurant cuisine option for Chinese luxury travellers. Japanese and Cantonese cuisine follow after by 32% and 31% respectively. French cuisine, Italian cuisine and Sichuan cuisine are all topped the list ten, while the Korean cuisine and hot pot did not in top ten.

5) Private dining room is receiving more attention as venues for private banquets and business dinners.

6) Accommodation sharing is still in its early stages in the luxury market. Private home-stay options like Airbnb are selected by only 25% of respondents, trailing behind the boutique hotel (48%) and the cruise (45%). 69% of respondents remain neutral or will not explore home-stay in the next three years.

6.  China's luxury travellers are placing a higher premium on comfort when they travel.

61% of respondents, on their most memorable trips, travelled in business or first class. Air China has the most popular membership scheme among domestic airlines (54%), with China Southern Airlines (22.4%) and Cathay Pacific (21.9%) coming in after. Among foreign airlines, Emirates and Singapore Airlines both run ahead of the pack at 23% and 22% respectively, benefiting from their reputations for offering both cost-effective and high level services. The fact that Singapore and Dubai airports are such important hubs for flight transfers also contribute to their popularity.

7.  Customized travel services start to spread, with agencies placing a strong emphasis on the quality of travel itineraries to retain customers.

More than half of luxury travellers (58%) said that they have experienced customized travel services. They are partial to travel agencies that provide well-designed itineraries, personalized services, and are actively problem-solving, placing 59%, 55%, and 49% of emphasis on each aspect respectively. The emphasis placed on problem-solving ability of travel agencies has experienced an 11% increase in two years. Agencies in “Hurun Mainland China Outbound Luxury Travel Agencies 2017 Top 12” ranking include 8 Continents, Diadema, D-Lux Travel*, CITS Amex, HHtravel, My Tour, Magic Travel, Ctrip, Zanadu, CITS, CTS, and CYTS. Agencies in the “Hurun Hong Kong Outbound Luxury Travel Agencies 2017 Top 6” include Wincastle Travel Limited, Cathay Pacific Holidays, Charlotte Travel*, American Express, Swire Travel, and Westminster. Agencies in the “Hurun Taiwan Outbound Luxury Travel Agencies 2017 Top 6” include One Style Tour*, Seascape Escape, Let’s Travel*, American Express, International Travel Information Services, and Lion Travel. (In alphabetical order, *new to list).

8.  Travel retail. 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%). Other than local produce, the four other most popular purchase categories are all dominated by female consumers. Compared to numbers two years ago, there is a noticeable increase in the percentage of travellers who bought cosmetics. With regard to the purpose of the purchase, 76% of purchases are personal, while 47% of purchases are gifts, and 4% are purchased on the behalf of others.

According to the survey:

 

  • l  60% of outbound luxury travellers willing to spend more than 3,000 yuan for a room night and travel business class or first class
  • l  Adventure travel is the theme of choice for the three years.
  • l  Beach holidays on the rise, becoming a travel theme last year
  • l  Luxury travel agencies flourish. Customized travel services have begun to spread, with more than half of high-end travellers said they have experienced it
 

Most popular luxury travel agencies for overseas travel

 

Hurun Report, ILTM and GHC Asia also partnered to survey the most popular luxury travel agencies for overseas travel. From April to May 2017, senior management from 56 luxury hotels around the world were surveyed and posed the question, “In your opinion, what are the three best Chinese (including the mainland, Hong Kong, and Taiwan) travel agencies for overseas travel?”

This survey finds that outbound travel remains popular, with Europe and Southeast Asia being preferred destinations and island holidays being the biggest dark horse in overseas travel trends last year. Resorts were the most popular type of luxury accommodation and had an average cost of nearly 3,800 yuan per night, with 32% of hotels charging more than 5,000 yuan and 60% more than 3000 yuan per night. The quality of service provided was the most important factor when it came to choosing a hotel. The hotel’s private dining facilities have also received attention, and local cuisine was the most popular style of cuisine in hotel restaurants. Accommodation sharing is still in its infancy in the high-end market, as private home-stay options like Airbnb are only used by 25% of respondents. Customized travel services are becoming popular, with agencies placing a strong emphasis on the quality of travel itineraries to retain customers. Luxury travel trends in the next three years show a rise in the adventurous spirit of tourists. The seasons have a significant impact on the choice of destination. Cosmetics, local produce, bags and suitcases, clothes and accessories, and jewellery were the Chinese luxury travellers’ favourite purchases.

 

 

 

Read full survey here.

RELATED TOPICS: GreeceGreek tourism newsTourism in GreeceGreek islandsHotels in GreeceTravel to GreeceGreek destinations Greek travel marketGreek tourism statisticsGreek tourism report

Photo Source: Wikimedia Commons Copyright: Jiang License: CC-BY-SA 

Source:hurun.net

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Tornos
  1. 23/02 22:59

    Humanoid robot with artificial intelligence at Munich airport

  2. 23/02 22:53

    Aegean Airlines offers 500,000 domestic seats from 19€

  3. 23/02 22:33

    Dream job: Getting paid to hang with flamingos at Bahamas Resort all day

  4. 23/02 22:20

    Gourmet Greek truffles reach US market and beyond

  5. 23/02 22:02

    Businessmen 'adopt' Natura 2000 islet in Greece and single resident

  6. 23/02 21:53

    Ancient Greek Delphic Games at ITB Grand Finale in Berlin

  7. 23/02 19:48

    Report: The magic of the unique Chios product of mastiha

  8. 23/02 19:41

    Greece-Ireland to open new chapter in bilateral relations and tourism

  9. 23/02 19:34

    Greek meteorologists: Good weather to last until Saturday

  10. 23/02 19:22

    Ambassador interview: Greek tourism is on the radar of Japanese investors

  11. 23/02 18:53

    TripAdvisor: Three Greek beaches in top-25 in Europe for 2018

  12. 23/02 18:30

    Greece's Grivalia Properties to pay 0.35 euro dividend to shareholders

  13. 23/02 16:15

    Free tours to Antikythira shipwreck every weekend till March 18

  14. 23/02 12:47

    Greek tax authorities plan one million confiscations in 2018

  15. 23/02 10:33

    Solar electric vehicle charging station on Greek island of Tilos

  16. 23/02 00:58

    Greek Tax Authority AADE to audit tourist firms ahead of summer season

  17. 23/02 00:49

    PURE Wellness Rooms: A new program at Galaxy Hotel in Heraklion

  18. 23/02 00:39

    The Sun: Greek island of Zante wildest holiday hotspot for 2018

  19. 23/02 00:25

    German tourism: Strong increase in air travel to Greece during 2017

  20. 23/02 00:14

    Airbnb fined 300,000 euros by Spain’s Balearic Islands government

  21. 22/02 23:58

    Quality Service Institute survey for N-TV: The best travel agency chains in Germany

  22. 22/02 23:40

    eDreams: Aegean second best airline in the world for 2018

  23. 22/02 22:56

    Report: Ski champion Lindsey Vonn keeps secret message in Greek

  24. 22/02 22:48

    Athens Embassy: Prospects for investments by US business in Greek tourism

  25. 22/02 22:37

    Pantanassa Monastery in Mystras among Greece’s most revered places

  26. 22/02 22:35

    Greece to support FYROM’s inclusion in EU Strategy for tourism

  27. 22/02 22:28

    Report: Giannis Antetokounmpo lands ‘Greek Freak’ trademark

  28. 22/02 22:16

    Greek Telecoms firm OTE announces €800 million in investments for 2017

  29. 22/02 22:12

    Renowned cantor Alberto Mizrahi performs at event on Holocaust in Greece

  30. 22/02 22:03

    Greek bond yields dive after Moody's upgrade from Caa2 to B3

  31. 22/02 21:42

    Drone footage captures spooky Greek shipwreck

  32. 22/02 20:55

    Czech tourists to Greece seen up 15% in summer 2018

  33. 22/02 16:34

    Greece's Council of State approves Hellinikon development plan

  34. 22/02 14:23

    Australian steals $200,000 worth of gold "just to go on a Greek holiday"

  35. 22/02 12:18

    Greek Parliament approves sale of 67% stake in Thessaloniki port

  36. 22/02 10:55

    Giannis Antetokounmpo: New global ambassador of The Hellenic Initiative

  37. 22/02 01:17

    Greek Tourism Confederation SETE President continues meetings in Brussels

  38. 22/02 01:00

    Air Animal: Business or Economy Class for your pet? - Check the price list

  39. 22/02 00:48

    Media: Online travel giant Priceline changes name to Booking Holdings

  40. 22/02 00:43

    Marina with capacity of 1,000 vessels and a hotel approved in Heraklion, Crete

  41. 22/02 00:19

    Luxurious Abaton Island hotel in Hersonissos to open on April 20th

  42. 22/02 00:09

    Conde Nast Traveler: Three Greek resorts among Best Beach Hotels in Europe

  43. 21/02 23:45

    German tourism: "Lift-off" for Greece with +41% in early bookings during 2018 season

  44. 21/02 23:22

    Event on antiquities unearthed during excavations for Thessaloniki metro

  45. 21/02 23:18

    Greek Notary Association president: Nationwide e-auctions after February 28

  46. 21/02 23:11

    Philip’s ancient palace at Aigai in northern Greece to open in May

  47. 21/02 23:07

    Central Bank: More than 27 million tourists visited Greece in 2017

  48. 21/02 22:49

    Row over Piraeus port master plan leads to extension for deliberation

  49. 21/02 22:45

    UN and Greece's southern Aegean region to protect marine environment

  50. 21/02 22:35

    Report: Amazing film on Athens goes online

  51. 21/02 20:30

    Bear cub placed on internet sale rescued by Arcturos in Greece

  52. 21/02 19:57

    Media: Last legal obstacle for Helleniko project to be cleared this month

  53. 21/02 19:46

    Kuoni: Demand for holidays in Greece soars in 2018 - the top experiences & hotels

  54. 21/02 19:16

    7,000 year old enigma on rare exhibit at National Archaeological Museum in Athens (video)

  55. 21/02 18:44

    Thessaloniki Metro dig reveals headless Aphrodite statue among 300,000 Ancient Greek finds

  56. 21/02 12:52

    EasyJet to launch three more flights to and from Greece for summer 2018

  57. 21/02 10:48

    Air France: Strike disruptions to hit flights on Feb. 22

  58. 21/02 02:55

    Georgian Airways: New connection from Tbilisi to Thessaloniki

  59. 21/02 02:45

    Credit ratings for all companies and individuals operating in Greece

  60. 21/02 02:38

    Helleniko investment and e-auctions bump Greece's bailout tranche for March

  61. 21/02 02:34

    Greek banks ask for auction property assets tax exemption

  62. 21/02 02:24

    More new hotels replacing older and lower quality units across Greece

  63. 21/02 02:03

    Giant “Beluga” plane lands at Athens International Airport

  64. 21/02 01:47

    Tourist arrivals in Cyprus increase during January by 21.2%

  65. 21/02 01:36

    One of Europe’s most exotic landscapes located on Crete island in Greece

  66. 21/02 01:24

    Clean Monday customs and traditions turn Greece into giant party (video)

  67. 21/02 01:10

    Greek tourism revenues up in December

  68. 20/02 20:15

    Greek Carnival celebrations in Galaxidi get a little flour power (video)

  69. 20/02 18:44

    Athens to become World Book Capital for 2018

  70. 20/02 14:29

    Longest Balkan railway tunnel opens in central Greece (video)

  71. 20/02 12:23

    Greek gastronomy tours 15 countries through Sympossio

  72. 20/02 10:10

    Report: Why Greek honey is best in the world

  73. 19/02 23:29

    Kite-flying show and Clean Monday feast at horse-racing track in Markopoulo

  74. 18/02 22:57

    Greece's Kalohori Lagoon at photo exhibition for World Wetlands Day

  75. 18/02 22:50

    Visit Greece: Northern city of Veria offers 2.500 years of history

  76. 18/02 22:46

    Weather not helping as Attica municipalities plan Clean Monday celebration

  77. 18/02 22:42

    Greek wine exports soar attracting world’s attention

  78. 18/02 22:37

    Patras Carnival Grand Parade concludes in riot of sound and colours (video)

  79. 18/02 22:13

    Classic ancient Greek trials at National Hellenic Museum in Chicago (video)

  80. 18/02 22:07

    Greek American professionals host US tax reform panel discussion

  81. 18/02 22:02

    President Pavlopoulos: Olive tree symbolizes Greek civilization through the ages

  82. 18/02 21:40

    New Diving Park given green light in Chania on the Greek island of Crete

  83. 18/02 18:55

    IMTM 2018: Thessaloniki is a preferred destination by Israeli tourists

  84. 18/02 16:29

    Hellenic Responsible Business Awards for 2018 announced

  85. 18/02 14:13

    Thessaloniki in National Geographic Food as Greek capital of gastronomy

  86. 18/02 12:08

    Airbnb to launch new tier of select hotel-like properties

  87. 18/02 10:39

    European tourism: Strong growth in house rentals until 2022 forecast byTechnavio

  88. 17/02 18:48

    Spokesperson Gerry Rice: IMF’s mission is a debt relief for Greece

  89. 17/02 18:43

    British ambassador to bring more UK companies in Greece for investment

  90. 17/02 18:37

    Two clubs on Mykonos and Rhodes islands among the 100 best in the world

  91. 17/02 18:31

    Nine groups show interest in northern Greece's Egnatia Odos management

  92. 17/02 18:27

    Ambassador Ben-Abba: Great improvement in Greek-Israeli tourism relations

  93. 17/02 18:23

    Two binding offers for majority stake in Greek gas transmission operator

  94. 17/02 18:19

    Fitch upgrades Greece's credit rating from B- to B

  95. 17/02 18:11

    Greek residential prices continue to drop in 2017, but slower than in 2016

  96. 17/02 18:04

    Global olive oil competition shows Greece as top producer

  97. 17/02 17:40

    Patras hotels occupancy at 90% as Carnival 2018 concludes with Grand Parade on Sunday

  98. 17/02 17:18

    Wyndham sells European rentals arm to Platinum for $1.3 billion

  99. 17/02 17:08

    Where did Russian tourists travel in 2017

  100. 17/02 16:56

    Five women from Rhodes fight for repatriation of Parthenon Marbles