CONTRIBUTORS
Luxury Travel Trends in China 2012
Lin Yu, Publishing Director, Travel World China
Whilst it is widely recognised that the Chinese have an incredible appetite for luxury goods, it is the demand for luxury travel experiences and adventure that is expected to see the most considerable growth in 2012. China’s affluent travellers are seeking unique and memorable experiences, exploring the world’s more exotic destinations such as deepest Africa, the untapped Balkan region and even mysterious Micronesia and Papua New Guinea. Their expectations from a tour heavily focus on a desire to learn, discover and achieve new things, whilst appreciating different cultures. This ensures these travellers come away with life changing and memorable experiences that differ from the ‘normal’ package tours that Chinese tourists have been known for in the past.
Whilst Chinese luxury consumers are generally getting more sophisticated, there is a fair amount of variability in the market due to regional differences, so a country- based strategy as a whole is not enough. One must view and understand the different regional spending patterns that exist.
Contrary to popular perception, men — not women — make up the bulk of consumers buying luxury goods in China. Looking to tap into this spending power, travel businesses will need to tailor make travel offers to meet the demand for this particular market segment.
Opulence-oriented e-commerce sites will increase in demand and grow at a fast pace. Social media marketing will also grow in statue and importance. China has its own social media platforms, so implementing a localised social media strategy represents a challenge for overseas suppliers. By working in conjunction with a professional Chinese company they can ensure all platforms are successfully leveraged.
APRIL2012
31
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