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Published on : Thursday, June 2, 2016
Marriott International, Inc. and the Hurun Research Institute are delighted to release the Chinese Luxury Traveler 2016 today. This inaugural study marks the first-of-its-kind collaboration between an international hotel company and a leading authority on Chinese luxury travel.
Findings at a glance:
China’s young luxury travelers go abroad every 3-4 months, mainly for leisure
They spend RMB 420,000 on tourism per year and RMB 220,000 on travel shopping
They demand personalized luxury experiences, Wi-Fi, and next generation guest services on smart devices as standard
Japan is the top destination for shopping, France is the most popular destination in Europe and Australia is the top destination for leisure
The report’s key findings reveal a shift in travel habits among this younger generation of travelers, aged 18 to 36. The research shows that they want a more personalized luxury experience and added value throughout the entire hospitality ecosystem – from planning a trip, to requesting guest services, to selecting which loyalty program to join.
The report reaffirms that when it comes to services and information, China’s young luxury travelers prefer to do it digitally. Interactive guest services on smart devices are far more popular than traditional guest services, and travelers also expect this smart technology to record and manage their personal preferences.
Not surprisingly, China’s young luxury travelers conduct their research on digital platforms. WeChat emerged as their primary source of travel information, obtained from official WeChat accounts and the accounts of friends and professional travel advisors. Third-party apps are also important information channels and popular platforms include C-Trip, Qunar and Tuniu.
Diverse in their travel motivations, China’s young luxury travelers are seeking a wider choice of unique and novel travel experiences. They are interested in adventure travel, polar exploration and road trips that take them further afield to a wider range of destinations around the globe.
With greater opportunities at their fingertips, this group of young luxury travelers feel underwhelmed by loyalty programs, many of which are seen as low value and not unique.