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Flag-following sightseers, loud groups packed on tour buses, lavish shoppers with little interest in brands? culture and values, these have long been stereotypes of Chinese travelers. But as the Chinese tourism industry and Chinese consumers mature, an increasing number of wealthy, Chinese jet-setters are looking for individually-tailored, exotic experiences from which they can take unique memories and local knowledge home.
These high-end travelers aren?t just looking for extravagant accommodation and food. Instead, they hope to get to know local cultures and lifestyles through authentic experiences. Yang Mengyue, a publicity manager for the Chinese marketing consultancy HHTravel, pointed out in an interview that Chinese luxury consumers demand ?self-fulfillment,? be it through relaxed trips or adventure travel. Before marketers and brands can fully engage with the Chinese luxury travel market, there are certain trends that need to be understood.
Customization is the new gold standard for Chinese luxury travel
According to Hurun?s Chinese Luxury Traveler 2017 report, luxury travel agencies are flourishing in China. More than half of high-end travelers said they had already utilized customized traveler services. This report echoes some big data-driven conclusions by the China Tourism Academy and Tuniu, a Nanjing-based travel site: as the disposable income of Chinese consumers grows, so does the demand for high-quality, customized tours.
As early...