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CHINA DAILY International Luxury Travel Market Asia 2012 |
www.iltm.net/asia
China’s outbound luxury market is blooming
Despite the global economic downturn, the Chinese mainland’s outbound luxury travel market is growing.
China’s wealthiest citizens are increasingly becoming quality-conscious consumers who spend the bulk of their money on travel. Taking a vacation overseas has become an essential part of their leisure life. They also travel on a regular basis now.
More convenient visa procedures, a strong Yuan and a passion for purchasing luxury goods are the three key factors driving this sector.
A 2011 Hurun survey of 401 Chinese mainland millionaires, each with assets of at least 10 million Yuan ($1.6 million), found more than 90 percent of them travelled abroad last year, spending an average of eight days overseas.
What the rich Chinese are looking
for is quality service, space, clean air, an uncrowded beach and great golf courses
The new economic elite with serious money look for sophisticated travel solutions and are now more selective about their destinations. As travel and visa-issuing restrictions loosen, Asian destinations like Japan, Singapore, Malaysia, Thailand and the Maldives are becoming more popular, especially with honeymooners.
As language is one of the main barriers for Chinese travellers, Hong Kong, the shopping paradise, and Macao, Asia’s Las Vegas, remain as the most popular destinations for them in Asia.
Travel marketers and experts say there are significant changes in the demands and tastes of China’s wealthy. Shopping is a big priority for them and so are exclusive luxury experiences – from golfing, skiing and safaris to tropical island holidays and cruises.
‘What the rich Chinese are looking for is quality service, space, clean air, an uncrowded beach and great golf courses,’ says Winston Reinboth, Vice- President Sales & Marketing, Archipelago Hotels & Resorts.
Five-star accommodation is becoming par for the course among China’s burgeoning elite, who are becoming more aware of established international properties because of brand recognition.
To better cater their Chinese travellers, luxury hotels and resorts can consider hiring Chinese-speaking staff and offering Chinese cuisine. Chinese are happy to experience foreign food when they travel, but they still like their Chinese ‘comfort’ foods like rice, noodles and congee most of the time.
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