This report looks at the following areas:
- Analysis of macro-economic trends in the domestic and outbound travel markets, and an overview of the current premium travel market and influencing factors.
- In-depth exploration of what high-end elements consumers are willing to pay for in travel: exclusivity, personalisation and a comfortable experience.
- Future commercial opportunities in premium travel based on what consumers see as an elevated experience and overall trends in the travel market.
High-spending customers prefer rare resources, want to stay true to their interests and enjoy comfortable travel experiences. Premium travel brands can focus on designing limited-access culture-themed experiences and luxury mini-break products that highlight sophisticated lifestyles to drive innovation and growth.
Tina Cheng, Research Analyst
Market Definitions
This Report will explore luxury travel holidays and experiences, focusing on the behaviours and preferences of the following key groups, among others: high-income consumers (monthly household income of RMB24,000 and above), families with children and the Post-1960s generation. The research covers consumers’ travel frequency, inclinations towards trading up in travel, daily leisure spending, perceptions of luxury accommodation, the essential elements of an ideal luxury holiday experience and preferences for outbound travel destinations over the next three years.
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Executive summary
- Key issues covered in this Report
- Definitions
- What you need to know
- Market overview
- The consumer
- What we think
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Market trends
- High-end tourism market trends
- Domestic market
- Policy promotes ‘cultural tourism + hundred industries’ to enhance the attractiveness of the high-end domestic tourism market
- Stable participation rate in domestic leisure travel among high-income consumers, diverse destinations are on the map
- Graph 1: domestic leisure travel participation rate, by household income, 2017 vs 2024
- Graph 2: domestic leisure trips in the past 12 months, 2017 vs 2024
- Independent travel and spur-of-the-moment trips have become mainstream, driving personalisation in high-end tourism
- Graph 3: travel formats, by household income, 2024
- The rise of routine mini breaks
- Graph 4: mentions of ‘mini break’ (微度假) and ‘staycation’ on WeChat, Douyin and Xiaohongshu, 2023-25
- Examples of mini breaks
- Overseas markets
- Outbound travel market to be driven by high-income groups making multiple trips
- Graph 5: outbound leisure travel intentions over the next three years, by outbound travel participation in the last 12 months, 2024
- Graph 6: outbound leisure travel intentions over the next three years, by demographic, 2024
- High-income groups have higher budgets and prefer high-end travel experiences over shopping
- Graph 7: highest per capita spending on outbound tourism (weighted average), by household income, 2025
- Popular and niche destinations both fly high, with the premium market leading growth
- High-income consumers will travel farther for outbound tourism
- Graph 8: interest in outbound leisure travel destinations over the next three years, by highest average spend on outbound travel (excluding shopping), 2025
- Long-haul outbound travel is still limited by lack of route recovery
- Graph 9: outbound leisure trips in the past 12 months, 2017 vs 2024
- Graph 10: outbound leisure travel participation rate, by household income, 2017 vs 2024
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The consumer
- Breakdown of luxury travel demand
- Consumers are more sensitive to perceived value and willing to spend more on the core experience
- Graph 11: travel experiences worth spending more on, 2024
- Formula for luxury travel experiences – exclusivity, personalisation and relaxation
- Graph 12: essential elements of an ideal luxury experience, 2025
- Explore hidden realms: the allure of limited-access experiences
- High-income groups want to learn about and experience unique folk customs
- Graph 13: essential elements of an ideal luxury experience, by average spending on outbound travel (excluding shopping), 2025
- Graph 14: essential elements of an ideal luxury experience, by average spending on domestic travel (excluding shopping), 2025
- Rare landscapes and interactive learning spark aesthetic pleasure and cultural affinity in higher-spending consumers
- Graph 15: needs satisfied by localised marketing, by top travel experience worth spending more on, 2025
- Graph 16: essential elements of an ideal luxury experience, by top travel experience worth spending more on, 2025
- Families with children focus on exploring local cultures and experiencing aesthetic adventures
- Graph 17: needs satisfied by localised marketing (very important), by lifestage, 2024
- Graph 18: local culture of interest (top six), by lifestage, 2025
- Culinary experiences need to be upgraded to multi-sensory immersive experiences
- Graph 19: travel experiences worth spending more on – fine dining experiences, by household income, 2025
- Graph 20: essential elements of an ideal luxury experience, by travel experiences worth spending more on, 2025
- The interest of Post-1960s gourmet diners stems from healthy eating and high-quality social interactions
- Graph 21: travel experiences worth spending more on – fine dining experiences, by generation, 2025
- Graph 22: leisure travel motivators, by generation, 2024
- Provide restoring food and social rituals for sports enthusiasts
- Graph 23: essential elements of an ideal luxury experience, by daily leisure spending, 2025
- Be true to yourself: enjoy a personalised trip
- Consumers are willing to spend more on core experiences, personalised travel demand is motivated by desire to incorporate everyday life into luxury holidays
- Luxury travel among high-income groups is inspired by lifestyle
- Graph 24: daily leisure spending, by household income, 2025
- Graph 25: travel experiences worth spending more on, by daily leisure spending by high-income consumers, 2024
- The fusion of luxury goods and travel creates a luxury cultural experience
- Graph 26: needs satisfied by localised marketing (very important), by daily leisure spending, 2025
- Luxury hotels use luxury experiences to showcase lifestyle tastes favoured by high-income consumers
- Graph 27: key attractions of luxury accommodation, by household income, 2025
- Develop a distinct travel experience for luxury enthusiasts using local characteristics and modern lifestyles
- Graph 28: local element preference, by daily leisure spending (first choice), 2025
- Travelling with multiple generations becomes a luxury holiday trend, personalised holidays satisfy everyone
- Graph 29: key attractions of luxury accommodation, by demographic profile, 2025
- Graph 30: travel companions, by household income, 2023
- Young people pursue personalised, immersive and social travel experiences
- Graph 31: needs satisfied by localised marketing, by lifestage, Dec 2024
- Graph 32: local element preference, by daily leisure spending, 2025
- Enable younger people explore alternate worlds as ‘temporary residents’
- Younger people have a strong interest in Africa, the Middle East and other regions; brands can leverage technology and cultural creativity to pitch these regions
- Graph 33: interest in outbound leisure travel destinations over the next three years, by lifestage (compared to average TGI), 2024
- Attention to detail: indulge in a comfortable experience
- Add to an exclusive and personalised luxury journey with a comfortable experience
- Graph 34: essential elements of an ideal luxury experience, 2025
- Provide peace of mind for fitness enthusiasts exploring nature
- Graph 35: essential elements of an ideal luxury experience, by daily leisure spending, 2025
- High-income consumers pay attention to the external features of hotels and value service quality and detail
- Graph 36: key attractions of luxury accommodation, by household income, 2025
- For high-end family holidays, comfort and convenience are key
- Graph 37: key attractions of luxury accommodation, by household income, 2025
- Design travel experiences with a focus on comfort for multi-generation families
- Graph 38: factors considered when choosing travel products, by travel companions, 2023
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Issues and insights
- Identify limited resources to create niche luxury themed travel
- Niche destinations need to focus on the magnetic effect of themed travel
- Graph 39: mentions of ‘themed travel’ (主题旅行) or ‘themed tour’ (主题游) and ‘niche travel’ (小众旅行) on WeChat, Xiaohongshu and Douyin, 2023-25
- Explore limited-access experiences by theme and dimension
- Using thematic design, balance both personal growth and the aesthetic experience in family travel
- Provide a nourishing and flavourful fine dining-themed experience for middle-aged and older groups
- As travel fragments, satisfy the need for daily luxuries with premium mini breaks
- Mini breaks are becoming a new way to integrate high-end holidays into everyday life
- Integrate and explore lifestyles in proximity to high-net-worth individuals
- Niche destinations can collaborate with luxury foodservice brands to explore micro tasting journeys
- Domestic premium railway travel extends to mini breaks, meeting premium and personalised demand
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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