When it comes to luxury travel, Chinese travellers know how to set the bar high-really high. Real luxury isn’t just a fancy hotel room or gold-plated furniture; it’s about unique, highly personalised experiences that would make anyone’s Instagram feed jealous.
Personalisation & Exclusivity: We’re talking itineraries as unique as a snowflake, tailored precisely to each traveller’s desires. Private vineyard tours? Check. VIP shopping with a stylist who knows Gucci from Givenchy? Absolutely. If there’s no red carpet laid out, we’re not interested!
Cultural Authenticity: Chinese travellers are all about real-deal experiences. Private museum tours, local dining with celebrity chefs, or even a Bedouin adventure in the Middle East are some of the ways they’re connecting with the destination. And yes, they want a story to tell (or post) that will leave friends back home green with envy.
Luxury travel from China has a new demographic mix post-COVID, with more female travellers in their 30s and 60s
Enhanced Digital Integration: WeChat, Alipay, Little Red Book-if it’s not on the smartphone, it didn’t happen! The seamless digital experience has become essential, and destinations are smartening up by adding Mandarin-speaking staff and digital payment options faster than you can say “selfie stick.”
Wellness & Nature: If you thought wellness travel was all about green smoothies, think again. These travellers are after private yoga sessions on a cliff, mountain-side massages, and those “too-good-to-be-true” nature spots. Oman’s coast and Thailand’s luxury spas are big hits here – serenity now!
Privacy & Safety: The private yacht is calling, and yes, it’s for them! Privacy and exclusivity are top of the list, whether it’s a desert safari in Abu Dhabi or a private helicopter ride to an ancient ruin. Safety and security are a must; after all, a truly luxe experience doesn’t include fighting crowds for the best view.
Eco-Conscious Travel: Move over, plastic straws! Sustainability is now the new luxury, especially for younger travellers. From eco-friendly resorts to wildlife conservation experiences, they’re after trips that make them feel good about the world-and perhaps leave a green footprint (in the good way) on social media.
Culinary Exploration with Familiarity: Bring on the Michelin stars! While eager to sample local flavours, they still appreciate some familiar tastes-high-end Chinese menus at global hotels are a big hit. Who says you can’t have Peking duck and a mezze platter in one trip?
Luxury travel from China has a new demographic mix post-COVID, with more female travellers in their 30s and 60s. Thirty-somethings bring adventurous energy and spending power, while the 60-somethings? Well, they’ve got all the time and financial freedom they need for a little extra wanderlust.
At the end of the day, luxury for Chinese travellers today is all about memorable stories, cultural depth, and experiences that make everyone wonder, “How did they do that?” Middle Eastern and European destinations are well-prepped to meet these refined (and occasionally extravagant) desires. Because when it comes to travel, why go anywhere if you can’t do it in style?
* Alexander Glos is CEO of Shanghai-headquartered China i2i Group, organisers of China Visitors Summit in Dubai and Riyadh