WHAT DOES THE HIGH-SPENDING CHINESE TRAVELLER WANT?

THE HURUN REPORT, publisher of the China Rich List, recently released interesting figures at the International Luxury Travel Mart in Shanghai, which paints a picture of high-end Chinese travellers’ habits and desires.

One of the most surprising findings is that high-spending travellers made fewer overseas trips last year than in the previous year – down from 3.2 to 2.8 among luxury travellers and from 4.2 to 3.4 among the super-rich.

“I think they have relaxed their travelling a little with the economy slightly down,” says Rupert Hoogewerf of the annual Hurun Report. “But the super-rich are travelling for longer times and in smaller groups – that’s worth pointing out.”

Another notable point is that wealthy Chinese travellers often travel for “business opportunities” even when on a personal holiday. “In Europe and America, people are looking for a real break and a relaxed experience. In China, when travelling, they are looking for inspiration to apply to their businesses,” Hoogewerf says.

Chinese luxury travellers continue to spend more on shopping than any other nationality, on average 875 (US$1,172) per trip. Shangri-La remains number one as the most preferred hotel brand within this market, scoring far higher than the second choice, Hilton, which launched a Huanying (“Welcome”) programme in 2011.

Word of mouth, increasingly through social media, is the most powerful driver for Chinese travellers picking travel destinations. But travel service providers have also achieved success in influencing the market, including HH Travel, U Tour China and CITS American Express.

France, the US and Singapore are the preferred international luxury destinations for these travellers; surprisingly, the UK has jumped to fifth place from a previous 13th (due to the London Olympics, thinks Hoogewerf).

Interestingly, Hoogewerf thinks that only 11 per cent of Mainland Chinese with the ability to spend US$20,000 per trip (excluding flights) have actually acted on it so far, meaning huge potential spending power remains untapped. Visit www.hurun.net