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. 29/03 16:44

    3rd edition of 'This is Athens - City Festival' with 250+ events from May 1 until June 2

  2. 29/03 15:53

    Athens Metro station Aghia Varvara to stay closed on Saturday and Sunday

  3. 29/03 13:55

    Greek Foreign Minister for Economic Diplomacy concludes visit to Montenegro

  4. 29/03 12:00

    Greek PM announces minimum wage hike to 830 euros per month

  5. 29/03 11:51

    Clocks to go forward one hour in Greece on Sunday

  6. 28/03 18:41

    Attica Region to channel 640 bln euros to services of vulnerable and disadvantaged groups

  7. 28/03 17:32

    Greece to auction three-month T-bills on April 3, 2024 in a book entry form

  8. 28/03 15:46

    Greece's Meteora Pyli Geopark added to UNESCO Global Geoparks network

  9. 28/03 14:44

    IPTO announces framework agreement tender for undersea power cables in Greece

  10. 28/03 11:49

    IOBE: Construction sector in Greece records robust growth and good prospects

  11. 26/03 23:51

    St. Thomas Hellenic School honors 1821 and the Feast of the Annunciation in NJ

  12. 26/03 21:59

    PM at Economic Club of Canada: Greece is an attractive investment destination

  13. 26/03 17:56

    Greek State budget primary balance reaches a surplus of 3,378 million euros

  14. 26/03 11:45

    Ancient Messene to get upgraded visitors' facilities after approval by Council

  15. 23/03 17:43

    New requirements for 'Golden Visa' program to kick in on March 31

  16. 23/03 16:49

    Athenians continue to head out of the Greek Capital for March 25 long weekend

  17. 23/03 16:47

    Greek Parliament lights to be turned off for Earth Hour 8:30-9:30 pm

  18. 22/03 21:54

    US President on Greek Independence Day: Alliance with Greece stronger than ever

  19. 22/03 19:51

    High diplomacy and geopolitics at Delphi Economic Forum IX in Greece

  20. 22/03 19:32

    Tax authorities enable payments with foreign bank cards in Greece

  21. 22/03 14:19

    Greece to take part in Earth Hour on Saturday

  22. 22/03 00:24

    Greece ranks first on list of countries with fastest business environment progress

  23. 22/03 00:02

    Hellenic Police acquires first electric VAN-type highway patrol vehicle

  24. 21/03 22:41

    Greek Finance Ministry tightens Golden Visa rules

  25. 21/03 15:33

    Unseen Museum presents "The stele of the twin babies" exhibition in Athens

  26. 20/03 22:48

    Health Minister: 95% of Greek hospitals to perform afternoon surgeries

  27. 20/03 21:52

    Greek Deputy Minister of Justice meets delegation from US Embassy in Athens

  28. 20/03 21:44

    Greek Interior Minister to visit United States and Canada on postal vote

  29. 20/03 20:55

    Philadelphia Icarians mark 85th Anniversary and organize Apokriatiko Dance

  30. 20/03 18:01

    Development Minister: We continue the battle against high prices in Greece

  31. 19/03 22:28

    President of the Hellenic Republic meets her Ethiopian counterpart in Athens

  32. 19/03 20:57

    Greek Tourism Minιster meets Hellenic Chamber of Hotels

  33. 19/03 20:25

    FinMIn: Moody’s analysis records significant progress in the Greek economy

  34. 19/03 11:15

    Sector chiefs report: Good news for Greek tourism in 2024 at ITB Berlin

  35. 18/03 22:20

    American Hellenic Educational Progressive Association honors Past Supreme President

  36. 16/03 13:01

    Greek Deputy Foreign Μinister meets her Slovenian counterpart in Athens

  37. 16/03 12:56

    Greek-Canadian Diaspora to welcome Greek Prime Minister to Toronto

  38. 16/03 11:28

    Greek Migration Minister visits refugee hosting facilities in Kavala, Drama and Serres

  39. 15/03 21:50

    Greek Minister announces conference on defence ecosystem in Athens from Lithuania

  40. 15/03 13:45

    PM: More than 80 hospitals and 156 health centres being upgraded in Greece

  41. 15/03 12:55

    Piraeus Port and Genoa Chambers of Commerce ink memorandum of cooperation

  42. 14/03 23:43

    President of Hellenic Republic meets Prime Minister of Slovakia in Bratislava

  43. 14/03 22:58

    American Express report highlights Global Travel Trends during 2024

  44. 14/03 22:52

    Four hospitals in Attica Region already organizing afternoon surgical procedures

  45. 14/03 22:49

    US Ambassador to Athens: More flights from the United States to Greece and Thessaloniki

  46. 14/03 22:43

    Greek archaeologists discover ten ancient shipwrecks off Aegean island of Kasos

  47. 14/03 19:32

    No new intubations for Covid-19 recorded in Greece for the first time

  48. 14/03 18:36

    Extra road safety measures adopted for Greek pre-lent carnival and Clean Monday

  49. 14/03 14:48

    HRADF eyes bidders for Lavrio Port majority share

  50. 14/03 12:54

    Electric buses to be deployed on the streets of Athens and Thessaloniki by May

  51. 13/03 22:23

    Chairman: 2023 was an exceptional one for AEGEAN Airlines

  52. 13/03 20:11

    Prices of basic lenten products either lower or equal to last year's in Greece

  53. 13/03 19:15

    US Ambassador to Athens: Greece secures NATO readiness via Alexandroupolis

  54. 13/03 17:19

    Greece shines at 1st European Cruise Exhibition

  55. 13/03 12:26

    Greece shows new costumes for revamped Olympic Flame-lighting ceremony

  56. 12/03 22:46

    Epirotes Society of Philadelphia ‘Omonia’ organized 16th Annual ‘Tsipourovradia’

  57. 12/03 21:38

    The President of the Hellenic Republic to visit Slovakia on March 13-15

  58. 12/03 20:29

    First afternoon surgeries in Greece kick off at Papageorgiou Hospital in Thessaloniki

  59. 11/03 23:58

    Greek Foreign Minister: We stand behind Montenegro's European perspective

  60. 11/03 23:47

    Visa Express for Turkish citizens to commence on five Greek islands in March

  61. 11/03 19:40

    Amadeus acquires travel payments expert Voxel

  62. 11/03 18:49

    Microsoft Data Center construction kicks off in Spata next to Athens Airport

  63. 11/03 17:53

    Dodecanese Federation marked 76th Anniversary of Unification with Greece

  64. 09/03 22:23

    The future of travel planning is multimodal and interactive

  65. 08/03 14:27

    Prime Minister: Radical change in Greek education and a brave reform for growth

  66. 08/03 14:24

    Traffic restrictions expected in Athens mid-morning to evening on Friday due to protests

  67. 08/03 14:24

    Applications to out-of-court settlement more than doubled in Greece in February

  68. 08/03 13:18

    Metro station 'Maniatika' near Piraeus Port to be closed on Saturday and Sunday

  69. 07/03 14:12

    Athens wins World Travel Award 2024 as the top city-break destination in Europe

  70. 06/03 22:51

    WTTC data show Greece and Portugal lead league for growth in tourist arrivals

  71. 06/03 20:28

    Greek Tourism Minister at ITB: 2024 will be another excellent year for sector

  72. 06/03 19:47

    Greek Foreign Minister to meet UAE Minister of Industry and Technology on Friday

  73. 06/03 18:43

    European Union actions of 274m euros to support cultural heritage in Greece

  74. 06/03 16:37

    'Odontotos' rack railway temporarily stopped until landslides issue is resolved

  75. 06/03 14:40

    Minister: Bringing about the return of Greeks abroad 'a moral duty'

  76. 05/03 14:28

    Archdiocese of America Eparchial Synod to meet on March 14-17 in Florida

  77. 05/03 14:21

    The 'Lent Basket' to be launched in Greece on March 13

  78. 05/03 14:11

    ITB BERLIN 2024 opens with excellent bookings after global rise in travel in 2023

  79. 05/03 12:24

    Greek PM at Athens supermarket: Consumers 'can already see lower prices on the shelf'

  80. 04/03 22:02

    Greek Health Minister: Afternoon surgeries at state hospitals to begin shortly

  81. 04/03 21:47

    Holy Cross Greek Orthodox Whitestone Community marks 49th Anniversary

  82. 04/03 20:27

    Labor chief: Greece to train 500,000 workers in digital, green skills by 2025

  83. 04/03 19:44

    Foreign Ministry to organize event on 'Women, Peace, and Security' on Friday

  84. 04/03 15:12

    Athens Riviera | The summer experience with Athens as a background

  85. 29/02 22:54

    Consumers to see price cuts up to 18.1% in 3,000 Greek supermarket products as of Friday

  86. 29/02 21:44

    Greece and Germany set up Working Group on shipping cooperation

  87. 29/02 21:30

    Wyndham Rewards’ Member Month offers 5 weeks of deals, discounts, and bonus points

  88. 29/02 21:03

    Temple of Poseidon at Sounion near Athens to get new lighting system

  89. 29/02 21:02

    Greek Tourism Minister meets with Ambassador of Qatar

  90. 29/02 20:47

    Greece is represented by 60 firms at GULFOOD 2024 exhibition

  91. 29/02 19:58

    Greek government gives 1+1 month extension for cash register-integrated POS terminals

  92. 29/02 19:49

    Archangel Michael Church Dance Program shines at Folk Dance Festival in SF

  93. 29/02 15:39

    'Renovate-rent' programme to be launched, Minister tells Greek Parliament

  94. 29/02 12:39

    Rio-Antirrio ferry line in central Greece closed due to strong winds

  95. 28/02 21:34

    Weather with heavy rain and storms in Greece as of Sunday night

  96. 28/02 17:31

    CEO: The goal is for PPC to become a leading player in Southeast Europe

  97. 28/02 17:04

    New Wyndham Hotels Market Managing Director of Central and Eastern Europe

  98. 28/02 12:21

    Minister: Transactions with the Greek State will be further simplified in 2024

  99. 28/02 11:57

    24-hour strikes halt trains and ferries in Greece

  100. 27/02 17:25

    UN Tourism hails Saudi Arabia's historic milestone of 100 million tourists