FEATURES CONTRIBUTOR
The Needs of High End Chinese Travellers
As a senior journalist and experienced international luxury traveller, I understand high-end Chinese travelling style very well. Tourism has seen a great growth in the past 10 years in China and luxury travel has become the new trend in Chinese high society.
Ning Zhang, Planning Director, TARGET Magazine
Now more and more high-end Chinese people want to experience luxury travel. Their main interests are shopping for luxury goods, staying in up-market hotels, eating in fantastic restaurants and so on. But I think this is the first stage. The imminent next stage will see an increasing interest in experiencing tailor made, exclusive and private luxury trips. The Chinese will focus on one theme or one place and really get under its skin and this will include exploring Michelin star restaurants, wine tasting, spa and wellbeing experiences, cultural trips etc. They will be also interested in venturing further afield – I think Africa and South America will become very popular destinations in the future.
I would like to share some ideas with ILTM professional hoteliers and travel agencies here. First, as you know, Chinese people, especially high-end Chinese think face is very important. Sometimes some people like showing off. Money is not an issue for them. They really care whether they can have special treatment and services, and experience something exclusive and unique. Secondly, for most Chinese, during their travel, Chinese food is very important. Chinese only have stomachs for Chinese food. If luxury hotels could offer good Chinese cuisine, that will be a very strong point for Chinese people to choose your hotel. Thirdly, many high-end Chinese cannot speak good English and a Chinese language speaker is therefore very important for them. Hoteliers should seriously consider hiring staff that can speak fluent Chinese. I am sure this will be a great advantage and will go a long way to making Chinese luxury travellers feel more comfortable.
JUNE2011
19
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