Hurun Report publishes ‘The Chinese Luxury Traveller 2017’ in association with ILTM Asia
Hurun Best Outbound Luxury Travel Agencies 2017
l 60% of outbound luxury travellers willing to spend more than 3,000 yuan for a room night and travel business class or first class
l Adventure travel is the theme of choice for the three years.
l Beach holidays on the rise, becoming a travel theme last year
l Luxury travel agencies flourish. Customized travel services have begun to spread, with more than half of high-end travellers said they have experienced it
Eight Key Findings
1. Travellers prefer adventure tourism, it will be the luxury travel trend in the next three years.
Around World Travel, polar exploration, and outdoor adventures are themes for the Chinese luxury traveller in the next three years. Compared to the dominance of travelling for leisure in the past few years, this year, there is a marked increase in the Chinese luxury travelling for adventure. It should be noted that the Post-80s generation has displayed an increased interest in Africa and the Polar Regions, with numbers rising from 23% and 17% last year to 36% and 32% respectively this year.
2. The seasons significantly influence traveller’s choice of destination.
The time of year has a large bearing on the choice of location. In summer and autumn, the Post-80s luxury travellers possess a marked preference for island-hopping, with Phuket (27%), Maldives (18%) and Fiji (16%) and China's Sanya (16%) are the most popular choices. In winter and spring, Australia (16%) and Phuket (18%) are popular among sun-worshippers, while ski enthusiasts flock to Japan (32%), Canada (8%) and Switzerland (7%) also are traveller’s most likely destination.
3. Island with Beach was the dark horse of vacation themes last year.
Although Leisure at 41% was still the most popular vacation theme, polar exploration and outdoor adventures have continued their momentum from the past two years and rank second (31%) and fourth (20%) respectively. As a new option in this year’s study, island holidays were the dark horse of vacation themes and surpass both cruises (13%) and self-drive holidays (14%) and other traditional modes of travel to rank third. Island holidays are especially popular among the Post-80s generation and rank first with almost fifty percent (46%).
4. Europe and Southeast Asia are the outbound destination of choice.
Last year, Europe and Southeast Asia have grown in popularity as a destination accounting for 45% and 44% of respondents respectively. In just two years, Southeast Asia has successfully surpassed the Americas become the Chinese luxury traveller’s new choice, displaying a shocking 34% increase in millennial favour and jumping from last year’s fourth place to take the crown this year.
Rupert Hoogewerf, Hurun Report Chairman and Chief Researcher said: “In the past years, Chinese luxury travellers have gone abroad an average of 3.3 times and stayed for an average of 27 days, with tourism increasing 5% to reach 69%”.
5. Hotels.
1) Luxury hotels are still the first choice for China's luxury travellers. The Ritz-Carlton and Four Seasons hotels are the most popular choices, ranking first and third. Boutique hotels are increasingly favoured, with Banyan Tree jumping from sixth place last year to fourth place this year, while Aman entered the top ten in seventh place. Hilton wins the “Most Popular Luxury Business Hotel” title, with Shangri-La, Sheraton, and top ten newcomer Marriott following closely after. The hotel of the most luxury traveller members is also The Ritz-Carlton, with the popularity of the brand experiencing a 19% increase over the last two years, taking the crown from Hilton. In the same two years however, Marriott drop from second to sixth. Rupert Hoogewerf said, “Compared to airline memberships, hotel memberships do not hold as much value”.
2) At 81%, resorts are overwhelmingly popular among luxury travellers and are their favourite type of luxury accommodation. Business hotels (18%), bed and breakfasts (9%), and apartment hotels (6%) are also preferred, but by a much smaller margin of travellers.
3) 60% outbound luxury travellers spend more than 3,000 yuan per night. 32% of luxury travellers have accommodation budgets of over 5,000RMB per night. Humanized Service is the most important consideration, followed by a good view of the room.
4) At 56%, local cuisine is the most popular hotel restaurant cuisine option for Chinese luxury travellers. Japanese and Cantonese cuisine follow after by 32% and 31% respectively. French cuisine, Italian cuisine and Sichuan cuisine are all topped the list ten, while the Korean cuisine and hot pot did not in top ten.
5) Private dining room is receiving more attention as venues for private banquets and business dinners.
6) Accommodation sharing is still in its early stages in the luxury market. Private home-stay options like Airbnb are selected by only 25% of respondents, trailing behind the boutique hotel (48%) and the cruise (45%). 69% of respondents remain neutral or will not explore home-stay in the next three years.
6. China's luxury travellers are placing a higher premium on comfort when they travel.
61% of respondents, on their most memorable trips, travelled in business or first class. Air China has the most popular membership scheme among domestic airlines (54%), with China Southern Airlines (22.4%) and Cathay Pacific (21.9%) coming in after. Among foreign airlines, Emirates and Singapore Airlines both run ahead of the pack at 23% and 22% respectively, benefiting from their reputations for offering both cost-effective and high level services. The fact that Singapore and Dubai airports are such important hubs for flight transfers also contribute to their popularity.
7. Customized travel services start to spread, with agencies placing a strong emphasis on the quality of travel itineraries to retain customers.
More than half of luxury travellers (58%) said that they have experienced customized travel services. They are partial to travel agencies that provide well-designed itineraries, personalized services, and are actively problem-solving, placing 59%, 55%, and 49% of emphasis on each aspect respectively. The emphasis placed on problem-solving ability of travel agencies has experienced an 11% increase in two years. Agencies in “Hurun Mainland China Outbound Luxury Travel Agencies 2017 Top 12” ranking include 8 Continents, Diadema, D-Lux Travel*, CITS Amex, HHtravel, My Tour, Magic Travel, Ctrip, Zanadu, CITS, CTS, and CYTS. Agencies in the “Hurun Hong Kong Outbound Luxury Travel Agencies 2017 Top 6” include Wincastle Travel Limited, Cathay Pacific Holidays, Charlotte Travel*, American Express, Swire Travel, and Westminster. Agencies in the “Hurun Taiwan Outbound Luxury Travel Agencies 2017 Top 6” include One Style Tour*, Seascape Escape, Let’s Travel*, American Express, International Travel Information Services, and Lion Travel. (In alphabetical order, *new to list).
8. Travel retail. While on holiday, Chinese luxury travellers like to purchase cosmetics (45%), local produce (43%), bags and suitcases (39%), clothes and accessories (37%), and jewellery (34%). Other than local produce, the four other most popular purchase categories are all dominated by female consumers. Compared to numbers two years ago, there is a noticeable increase in the percentage of travellers who bought cosmetics. With regard to the purpose of the purchase, 76% of purchases are personal, while 47% of purchases are gifts, and 4% are purchased on the behalf of others.
(June 5th, 2017 Shanghai) Hurun Report and International Luxury Travel Market Asia (ILTM Asia) today released The Chinese Luxury Traveller 2017, a 26-page report on the travel model, retail and trend of the Chinese luxury high net worth individuals.
Hurun Research Institute carried out the survey between March and May in association with three of China’s leading luxury travel agencies: Diadema, Magic Travel, HHtravel and 8 Continents.
The respondents to this survey are drawn from the ranks of China's high-end tourists, comprised of 334 aggregate samples from 12 mainland Chinese cities, including the first-tier cities Beijing, Shanghai, Guangzhou, and Shenzhen, and the second-tier cities Tianjin, Nanjing, Hangzhou, Chengdu, Chongqing, Qingdao, Dalian, and Fuzhou. Respondents average 42 years of age and 41% are male, with per capita wealth of nearly 22 million yuan. 41% of them are male. Their wealth mainly comes from investment (49%), salary (37%) and company ownership (21%). 70% of them are married, and half have one child, while 27% have two. On average, they have worked or studied abroad for 1.4 years. They were more enthusiastic about shopping on their travels than in 2015, with 220,000 yuan of their average travel budgets of 380,000 yuan devoted to retail therapy, up 57% year-on-year.
Hurun Report, ILTM and GHC Asia also partnered to survey the most popular luxury travel agencies for overseas travel. From April to May 2017, senior management from 56 luxury hotels around the world were surveyed and posed the question, “In your opinion, what are the three best Chinese (including the mainland, Hong Kong, and Taiwan) travel agencies for overseas travel?”
This survey finds that outbound travel remains popular, with Europe and Southeast Asia being preferred destinations and island holidays being the biggest dark horse in overseas travel trends last year. Resorts were the most popular type of luxury accommodation and had an average cost of nearly 3,800 yuan per night, with 32% of hotels charging more than 5,000 yuan and 60% more than 3000 yuan per night. The quality of service provided was the most important factor when it came to choosing a hotel. The hotel’s private dining facilities have also received attention, and local cuisine was the most popular style of cuisine in hotel restaurants. Accommodation sharing is still in its infancy in the high-end market, as private home-stay options like Airbnb are only used by 25% of respondents. Customized travel services are becoming popular, with agencies placing a strong emphasis on the quality of travel itineraries to retain customers. Luxury travel trends in the next three years show a rise in the adventurous spirit of tourists. The seasons have a significant impact on the choice of destination. Cosmetics, local produce, bags and suitcases, clothes and accessories, and jewellery were the Chinese luxury travellers’ favourite purchases.
Rupert Hoogewerf said: “Sixty percent of high net worth Chinese families are now willing to pay 3000 yuan for a night on hotel accommodation and fly business or first class, impossibly high figures compared with a decade ago. Hurun Report is delighted to partner with ILTM Asia, a pioneer in the global luxury travel industry, for the seventh consecutive year to release “The Chinese Luxury Traveller”, exploring the future trends of the luxury travel industry market”.
ILTM Portfolio Director, Alison Gilmore added, “ILTM Asia welcomes the most valuable luxury travel agents from 18 of Asia’s most important source markets to meet with the world’s very best luxury travel providers. We are delighted to once again partner with The Hurun Report in their production of The Chinese Luxury Traveller 2017 highlighting the increasing demand for global luxury travel experiences from high net-worth consumers in China, as well as the increasing importance of customised luxury travel agencies in the region.”
Lynn Grebstad, Founding Partner and Chairman of GHC Asia, said: “Hurun Report continues to be an invaluable source of research into the habits and preferences of China’s affluent travellers. And with things changing so fast as this vast outbound travel market continues to evolve and mature, this annual update is an essential tool in helping us to advise and service our luxury travel and hospitality clients looking to this market for business.”
For details, please contact Hurun Report for the full report.
1. Analysis of future travel trends
Travel trends for the next three years
Around World Travel and polar exploration are the most anticipated travel trends for Chinese luxury travellers in the next three years, accounting for 43% and 36% of respondents, while outdoor adventure (26%) follows immediately behind. In contrast with data from two years ago, luxury travellers are expanding their horizons, travelling not only for leisure but also to satisfy their individual tastes. This includes island-hopping and culinary tours or wine-tasting, both of which make an appearance in the top ten anticipated travel trends ranking.
Young luxury travellers still love Island with Beach, with 30% of respondents expecting to go on an Island with Beach travel in the next three years. As new additions to the list, culinary tours and wine-tasting trips along with art and culture tours are also well-received by the Post-80s generation, ranking fourth (27%) and seventh (16%) respectively. Last year’s favourite—cruise trips—drop out of favour by 14% and now rank eight.
Overseas Travel Trends in the Next Three Years – All Respondents / % / Overseas Travel Trends in the Next Three Years –the Post-80s generation / %1 / Around World Travel / 43% / 1 ↑ / Around World Travel / 41%
2 / Polar exploration / 36% / 2 * / Island with Beach / 30%
3 / Outdoor adventure / 26% / 3 - / Outdoor adventure / 29%
4 / Leisure / 25% / 4 * / Gourmandising / 27%
5 / Cruise / 22% / 5 ↑ / Roadtrip / 21%
6 / Roadtrip / 19% / 6 ↓ / Polar exploration / 20%
7 / Island with Beach / 17% / 7 * / Experiencing Art and Culture / 16%
8 / Gourmandising / 14% / 8 ↓ / Cruise / 14%
9 / Honeymoon / 10% / 9 ↓ / Leisure / 13%
10 / Celebrations and events / 10% / 10 ↓ / Honeymoon / 10%
Source: Hurun Research Institute Chinese Luxury Travel and Lifestyle Survey 2017
↑ Ranking up ↓ Ranking down - no change * New to the Top 10
Travel destinations for the next three years
Europe, a classic destination, remains first at 49% with the Americas (38%) and Africa (37%) following in second and third place. For the Post-80s generation, Europe is still the most sought after destination (46%), but there has been a 19% fall in numbers from last year. In contrast, Africa (36%) and the Polar Regions (32%) have experienced a 13% and 15% surge in popularity, coming in at third and fourth place.
Travel destinations for the next three years – All Respondents / % / Travel destinations for the next three years – the Post-80s generation / %1 / Europe / 49% / 1 - / Europe / 46%
2 / The Americas / 38% / 2 ↑ / Oceania & surrounding islands / 37%
3 / Africa / 37% / 3 ↑ / Africa / 36%
4 / Polar Regions / 30% / 4 ↑ / Polar Regions / 32%
5 / Oceania & surrounding islands / 29% / 5 ↓ / The Americas / 31%
6 / The Middle East / 17% / 6 ↓ / Southeast and South Asia / 14%
7 / Southeast and South Asia / 10% / 7 ↓ / Japan and South Korea / 13%
8 / Japan and South Korea / 9% / 8 - / The Middle East / 9%
Source: Hurun Research Institute Chinese Luxury Travel and Lifestyle Survey 2017