They range from ages 18 to 36, and reportedly go abroad every 3-4 months for leisure. China’s demographic for young luxury travelers are growing exponentially, and they’ve got new expectations.
Spending an average of $65,000 and $34,000 every year on tourism and travel shopping respectively, China’s latest luxury generation add bespoke luxury experiences, innovative digital offerings including guest services on smart devices and Wi-Fi to their list of standard expectations. In other words, the better equipped the hotel is with digital offerings such as Wi-Fi and Smart TVs, the more likely they are to find their overall stay enjoyable.
Among their favorite destinations in the world, Japan tops the list for shopping and food, while France leads European countries. For leisure, the Chinese travelers list Australia as their top destination. USA also remained a popular destination for business travel.
The reports come as a conclusive result in the Chinese Luxury Traveler 2016, a collaborative study like never before between Marriott International, Inc. and the Hurun Research Institute. A main conclusion draws from a recurring pattern among this generation of luxury travelers, who prefer a digital mode of communication, especially when it comes down to services, information and guest services.
Loyalty programs have also appeared to lost their flavor with the new crowd, and are increasingly seen as common and of low worth, especially with an influx of choices and opportunities.
“We are responding to the desire for personalized luxury and services by evolving our loyalty program Marriott Rewards, which goes far beyond hotel-level perks,” said Peggy Fang Roe, Chief Sales and Marketing Officer, Asia Pacific at Marriott International. “A new hospitality program called “Li Yu” (礼遇) is tailored specifically for our Chinese guests, with Mandarin speaking personalized assistance and service across our hotels to make them feel at home, wherever they go.”
Rupert Hoogewerf, Hurun Report Chairman and Chief Researcher believes that while the economy has slowed, there is a steady growth in the impact on overseas travel from affluent individuals.
“The young luxury travelers has developed significant spending firepower, minted on the back of the recent boom in Chinese entrepreneurship, together with a growing class of second generation ‘rich kids’,” said Hoogewerf.