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TRAVEL WORLD CHINA International Luxury Travel Market Asia 2012 |
www.iltm.net/asia
Chinese luxury travel—2012 and beyond
Significant ‘game changing’ trends in luxury travel preferences are emerging in 2012. Indeed, China’s affluent elite travellers are certainly showing their attributes and demands are unique to their region - even within China, there are vast cultural differences in each region that must be understood.
It is a commonly-known global phenomenon that a luxury destination combined with a heavy dose of pampering is no longer sufficient. Elite travellers are seeking life-changing, memorable experiences and they are more than willing to endure long-haul flights and boat excursions to locations ‘off the radar’, such as Patagonia, Micronesia and Malawi, to ensure they learn, discover and transform themselves. At the same time, whilst enjoying the discovery of a local culture through food and décor, Chinese luxury travellers are partial to their ‘comfort foods’ and special treatment for children and other family members who often travel with them.
elite travellers are willing to spend
for experiences, surpassing the package tours to luxury hotels
Elite travellers are willing to spend for experiences, surpassing the package tours to luxury hotels, however even the super-wealthy Chinese traveller is savvy when the prospect of value is presented; in China, it is reputable to be seen as a smart and ingenious consumer. For this reason, providing daily online promotions and special deals is highly attractive to the savvy Chinese luxury traveller.
Furthermore Chinese consumers are eager to research prior to a purchase. More recently they have also become avid social networkers, which is why ‘content marketing’ has become a significant trend in this industry. The Chinese traveller is not readily sold to; the elite search for valuable ‘inside’ information, giving them the power and knowledge to make smart decisions whilst building customer and brand loyalty. The reputable sources of this information range from social platforms, private social media events, customer feedback through comments and feeds, and emerging video marketing.
The future is rich with possibilities!
By Julie Hu Chief Editor, Travel World China
Catalogue sponsored by
21 Designer Outlets across Europe
Visit us at stand D350
mcarthurglen.com
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