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Luxury Holidays - China - June 2018

“Novel experiences are more valued than luxury ones among wealthy Chinese travellers. Therefore, unique local experiences are the key differentiator of a travel product to pique consumer interest. In terms of ways of travel, customised tours can be the future growth point as it caters to the rising need of personalisation while adding professional knowledge of travel agencies.”

– Summer Chen, Senior Research Analyst

This report examines the following issues:

  • Unique local experiences are the key to differentiate
  • Potential for niche destinations
  • Customised tours catering to specific needs

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Companies and brands
                • The consumer
                  • An average of 2.6 travels per year
                    • Figure 1: Holiday frequency, February 2018
                    • Figure 2: Holiday frequency, by monthly household income, February 2018
                  • An average annual spending of RMB 25,804 on travelling
                    • Figure 3: Holiday spending, February 2018
                  • Novel experience is the key premium factor
                    • Figure 4: Premium factors, February 2018
                  • Niche destinations more favoured by luxury travellers
                    • Figure 5: Interested destinations, February 2018
                    • Figure 6: Interested destinations, by traveller type, February 2018
                  • Although niche, customised tour is more popular among luxury travellers
                    • Figure 7: Ways to travel, by traveller type, February 2018
                  • Local elements can be selling points to luxury travellers
                    • Figure 8: Desired improvements of packaged tours, schedule, February 2018
                    • Figure 9: Desired improvements of packaged tours, schedule, by traveller type, February 2018
                  • What we think
                  • Issues and Insights

                    • Unique local experiences are the key to differentiate
                      • The facts
                        • The implications
                          • Potential for niche destinations
                            • The facts
                              • The implications
                                • Customised tours catering to specific needs
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Rising middle class drives up luxury holiday market
                                        • Lifestyle experience becomes the core theme of holiday travels
                                        • Market Factors

                                          • Rising middle class
                                            • Outbound travelling becomes a lifestyle
                                              • Figure 10: Market size of outbound travel market, by number of visits, China, 2012-17
                                            • Trips with kids to expand their culture horizon
                                              • Wedding trips getting popular
                                                • Promotion from destinations
                                                  • Visa policies
                                                    • Marketing campaigns
                                                    • Market Trends

                                                      • Focus more on lifestyle experience rather than sightseeing or shopping
                                                        • Personalisation is increasingly valued
                                                        • Key Players – What You Need to Know

                                                          • An introduction to leading players
                                                            • Specific themes become a new selling point
                                                              • More attention on niche destinations
                                                              • Leading Players

                                                                • A mixture of big travel agency brands and focused platforms
                                                                  • Figure 11: Several leading brands, in alphabetical order, 2018
                                                              • Launch Activity and New Product Development

                                                                • Targeting specific demographics and occasions
                                                                  • Family trips with kids
                                                                    • Figure 12: Example of kids trip products featuring education resources, Sparkle Tour
                                                                    • Figure 13: Example of kids trip products featuring fun activities, Sparkle Tour
                                                                  • Wedding and honeymoon trips
                                                                    • Figure 14: Example of wedding and honeymoon trips, HHtravel
                                                                  • Graduation trips
                                                                    • Figure 15: Example of graduation trip, Unique Way
                                                                  • Themed tours empathising experience
                                                                    • Sports-/light adventure-themed
                                                                      • Figure 16: Example of sports-themed tour, HHtravel
                                                                      • Figure 17: Example of light adventure-themed tour, HHtravel
                                                                    • Event-/festival-themed
                                                                      • Figure 18: Example of event-/festival-themed tour, Zhi Xing Jia
                                                                    • Animal-themed
                                                                      • Figure 19: Example of animal-themed tour, Zanadu
                                                                    • Healthcare-themed
                                                                      • Figure 20: Example of healthcare-themed tour, Sparkle Tour
                                                                    • Niche destinations getting more attention
                                                                      • The polar regions
                                                                        • Figure 21: Example of tour to polar regions, Big Eyes Tour
                                                                      • South American and African countries
                                                                        • Figure 22: Front page of Wild China promoting Peru
                                                                        • Figure 23: Front page of Zanadu promoting Africa
                                                                    • The Consumer – What You Need to Know

                                                                      • The majority take 2 or 3 trips per year
                                                                        • Average annual spending of RMB 25,804
                                                                          • Novel experience is the key premium factor
                                                                            • Luxury travellers pay more attention to niche destinations
                                                                              • Customised tour is niche, but more popular among luxury travellers
                                                                                • Local elements as a selling point in package tours
                                                                                • Holiday Frequency

                                                                                  • An average of 2.6 travels
                                                                                    • Figure 24: Holiday frequency, February 2018
                                                                                  • Wealthier people are huge fans of travelling
                                                                                    • Figure 25: Holiday frequency, by monthly household income, February 2018
                                                                                  • Southern citizens enjoy travelling more
                                                                                    • Figure 26: Holiday frequency, by region, February 2018
                                                                                  • Post 70s travel less often
                                                                                    • Figure 27: Holiday frequency, by generation, February 2018
                                                                                • Holiday Spending

                                                                                  • An average annual spending of RMB 25,804
                                                                                    • Figure 28: Holiday spending, February 2018
                                                                                    • Figure 29: Holiday spending, by travel frequency, February 2018
                                                                                  • 27% luxury travellers spend more than RMB 10,000 per trip
                                                                                    • Figure 30: Proportion of luxury travellers, by monthly household income, generation and city tier, February 2018
                                                                                • Premium factors

                                                                                  • Novelty more valued than luxury
                                                                                    • Figure 31: Premium factors, February 2018
                                                                                  • Transportation and accommodation more important among luxury travellers
                                                                                    • Figure 32: Premium factors, by traveller type, February 2018
                                                                                  • Theme parks and live shows targeting family trips with kids
                                                                                    • Figure 33: Premium factors, by family structure, February 2018
                                                                                  • Opportunity for sports activities taught by an instructor
                                                                                    • Figure 34: Premium factors, sports activities taught by an instructor, by traveller type, February 2018
                                                                                • Interested Destinations

                                                                                  • Mainstream destinations remain hot
                                                                                    • Figure 35: Interested destinations, February 2018
                                                                                  • More attention on niche destinations from luxury travellers
                                                                                    • Figure 36: Interested destinations, by traveller type, February 2018
                                                                                  • Repeated visits anticipated in popular destinations
                                                                                    • Figure 37: Interested destinations, repeated visits, February 2018
                                                                                • Ways to Travel

                                                                                  • Customised tours are niche…
                                                                                    • Figure 38: Ways to travel, February 2018
                                                                                  • … yet there is a great opportunity among luxury travellers
                                                                                    • Figure 39: Ways to travel, by traveller type, February 2018
                                                                                  • … and among young consumers
                                                                                    • Figure 40: Ways to travel, by generation, February 2018
                                                                                • Desired improvements of package tours

                                                                                  • A more flexible, relaxing schedule is most wanted
                                                                                    • Figure 41: Desired improvements of packaged tours, schedule, February 2018
                                                                                  • Meals are also important
                                                                                    • A sizeable number of consumers desire specific tour groups
                                                                                      • Figure 42: Desired improvements of packaged tours, tour group, February 2018
                                                                                    • Local elements especially valued among luxury travellers
                                                                                      • Figure 43: Desired improvements of packaged tours, schedule, by traveller type, February 2018
                                                                                  • Meet the Mintropolitans

                                                                                    • Prefer semi-guided and customised tour more
                                                                                      • Figure 44: Ways to travel, by consumer classification, February 2018
                                                                                    • Value novelty more
                                                                                      • Figure 45: Premium factors, by consumer classification, February 2018
                                                                                  • Appendix – Methodology and Abbreviations

                                                                                    • Methodology
                                                                                      • Abbreviations

                                                                                      Luxury Holidays - China - June 2018

                                                                                      £3,486.28 (Excl.Tax)