China?s growing love for travel is well documented. Last year, Chinese tourists spent a jaw-dropping $215 billion on travel abroad, more than double than in 2014, according to a report from the World Travel and Tourism Council. China is now the globe?s highest-spending nation, and that?s lead to a slew of services popping up dedicated to meeting the needs of the high-end Chinese traveler.
But it?s not just abroad that the tourist industry is having to keep up with consumer demand. In mainland China, domestic travel is booming. Hotel data site Tophotelprojects reported this year there are 516 luxury hotels currently being developed in China, in locations that range from the tropical island of Hainan off the south coast to the westerly snow-capped mountains of Sichuan province close to the Tibetan plateau. What these projects have in common is a desire to meet the demands of China?s families, says Ann Bierbower, senior marketing manager at China Skinny, a marketing, research and digital agency.
?The family forms the foundation of Chinese society, and it is increasingly common for Chinese to travel together as a family unit. They want to choose locations and activities that can suit each member of the family,? she notes.
Boy feeds rabbits at the Hyatt Regency Chongming hotel farm. (Photo credit: Sarah O?Meara)
One example, says Bierbower, is during the traditional holiday of Chinese New Year when Chinese people typically return to their hometown to spend time with their fami...