The Hurun Report recently published The Chinese Luxury Traveler 2015, for the fourth consecutive year. The report revealed the features of Chinese traveling enthusiasts, including their decision-making process, social media habit, travel trend, sales and gifting preference.
Here are top ten highlights from The Chinese Luxury Traveler 2015.
1. More foreign travels – average traveling expense for past year
More than 200,000 Chinese traveling enthusiasts traveled to different countries for four times and 33 days on average. For the data 33 days, leisure travels are increased by 10% to 20 days, business 13 days. Last year, the total population of off-boarder travelers were 116 million, up by 17.8%, on basis of China Tourism Academy.
2. Stronger presentation of traveling agencies – DIY travelers fewer than 30%
Traveling agencies processed approximately a half of total hotel bookings. China’s Top 12 Agencies for Mainland-based Luxurious Foreign Travels include 8 Continents, Wild China*, Diadema, HH Travel, My Tour, Magic Travel*, Ctrip, Sinbad Travel*, Zanadu, CITS, CTS and CYTS.
American Express performed best in areas of Hong Kong, Macau and Taiwan. Top 5 Agencies for Hong Kong-based Luxurious Foreign Travels include Wincastle Travel, Cathy Pacific Travel, American Express, Swire Travel and Westminster Travel.
Top 5 Agencies for Macaw-based Luxurious Foreign Travels are Macaw CYTS, Macaw CITS, Macaw CTS, Hong Thai Travel and American Express.
Top 5 Agencies for Taiwan-based Luxurious Foreign Travels are Asuka Travel, Royal Jetway Express, American Express, ITIS and Lion Travel.
Mr. Hu Run said, “the list is formed on basis of surveys on over 70 managers of luxury hotels globally, which performed by ILTM, GHC Asia famed for public relations in luxury travels in Asia, and Hurun. It’s the first time we created the lists of the most popular agencies in Hong Kong, Macau and Taiwan areas. “
South Pole traveling is increasingly popular. According to the survey, the most impressive and frequently visited destination among all is South Pole. The main reason appeals to 49% travel enthusiasts is spectacular natural views, seconded by rare animals and vegetation, 19%, and travel surprise, 17%. Additionally, cruise tour is a hit last year. Maldives is particularly attractive to Chinese rich people, and Australia, the top destination for all the riches, second by France, without any surprise.
Great Britain and Italy are the two countries increasingly attracted to travelers, in sharp contrast with German and Swiss that see a drop in interested travelers. Moreover, exotic destinations like Hawaii and Dubai enjoy the popularity among rich people in recent two years, while Sanya and Tibet are of great appeal among all China attractions. For those traveling enthusiasts, they made traveling decisions on foreseeable creative experience. Furthermore, medical tour is a hot topic nowadays. 60% Chinese rich people have taken medical tours before.
Pros and Cons of Top 5 Destinations. Travelers usually visited United States of America for business and family purposes, and gave a low rating to food. Japan is the primary choice for shopping and earns the highest food rating. Both France and Great Britain attract a great number of travelers for shopping and business, while Great Britain rated higher than France in food. For Australia, it is the absolute right choice for leisure and holidays, in the meanwhile travelers rarely visited the country for business, food, family or shopping.
4. The most impressive foreign travel and how was it to travel during this traditional Chinese New Year
For me (a respondent), the most impressive travel in foreign countries lasted for thirteen days last year, along with other six partners. It was one day longer and with one more traveling partners than before. For this Chinese New Year, I traveled with my families, four persons in total. Generally, for the two above-mentioned foreign travels, I purchased business class for nearly half the air miles, while last year, purchased business class for merely one third the air miles.
5. When to travel
Summer holidays are the top choice, seconded by National Holidays and Chinese New Year. However in most cases, 56% respondents preferred to travel on random days, 11% higher than last year. Traditionally, Chinese New Year is the rush period for family tour, mainly inspired by family members. The most impressive travels are usually the initiative from partners.
Over half the traveling enthusiasts make decisions on hotel options and book through traveling agencies. The most popular luxury hotel is Peninsula, second by Mandarin Oriental, the hotel climbing up on the ranking ladder rapidly. In the meanwhile, Shangri-la, constantly appealing to rich people for the past eleven years, dropped to the fifth place this year. The most presented member cards are from Hilton and Marriott. Mr. Hu Run said, “It means China’s rich people frequently checked in Hilton or Marriott, even though they prefer Peninsula.”
Over half the traveling enthusiasts are premier airline members with gold or above status. As a crucial Chinese partner of Star Alliance, China Airlines enjoys an overwhelming popularity that 66% respondents are active members. More travelers option for business class. Especially Singapore Airlines is the most appealing airlines for international business or first class flight.
8. Experiential travels become a top hit.
Respondents believe the most impressive (last year) and frequently visited destination (this Chinese New Year) destination is South Pole. It’s estimated that exotic attractions with distinctive local features, like Africa, South Pole, North Pole and islands in Oceania, will become a top hit.
9. Stronger influence by social media
Among all supportive functions of mobile, Wechat app enjoys the largest user base (58%), 19% higher than last year and outrunning the functions of email (38%) and photos (32%). Wechat official newsletters are the most-read tourism information for 42% respondents, second by news pushed by traveling apps, 26%. 94% respondents install traveling apps, among which 49% use Ctrip, an overwhelming victory over the second Qunar, 15%. In terms of photo themes, people outrun natural views of photography sets, mobiles over cameras. Over half the respondents purchase cameras priced above 20,000 RMB. Canon is the most popular brand.
10. Increasing Purchase Power
Travelers from mainland China, Hong Kong, Macaw and Taiwain prove the strongest purchase power in the international market for consecutive five years. Their shopping volume represents 35% of international total, an overwhelming distance with Russia that accounts for 13% and ranks in the second place. Europe is the tax-free shopping heaven for Chinese travelers. Their favorite shopping destination is France, praised by 22% respondents, followed by German, 13%, Great Britain 12% and Italy 12%. Europe still remains to be the dreaming place in the coming three years for 47% respondents.
Also read: Understanding Chinese Luxury Travelers