New tastes for Chinese travelers
A few years ago the stereotype of Chinese tourists was that they prefer: sleep for cheap but spend a lot in luxury boutiques. Indeed, Chinese people traveling abroad spend much more time in shops high-end, purchasing luxurious gifts and rebuild their wardrobe, than in their hotel room considered as accessory.
Luxury in all floors
However in 2012, there has been a radical change in the trend. Chinese tourists now prefer 2 or 3 star hotels belonging to international chains, than hotels lower-end. Between 2011 and 2012, they were 10% more likely to have led to the most luxurious services and 15% of Chinese tourists were even willing to offer a stay in 4-star hotel that is to say 7% more than in 2011.
Quality, comfort and placement of accommodation are new concerns that Chinese saw as harmless a few years ago. This is partly explained by the mutation of Chinese tourism, translated by different types of travelers. Before, most were business travelers and tourists were mostly men. Today, about 83 million Chinese tourists, 92% of them travel abroad in family for private reasons. In addition, the affluent Chinese middle class is growing day by day and the number of wealthy individuals was 700,000 in 2012 against 500,000 in 2011.
Unusual destinations for unique customers
By 2016, China’s ultra-rich people should be 26,000, and 60% of them which would have as first leisure trips abroad. For these billionaires, travel is an additional way to stand out. They like to explore today unusual locations, inaccessible to the majority, as for exemple the South Pole, the East Africa or Oceania (see here our articles about Australia and New Zealand). To discover these exotic, almost magical sites, enhances the scenery of the wealthy Chinese and often very urban. This gives them a wonder that, for them, has no value. These Asian tourists so do not count and are happy to pay a high price to live deep and unforgettable experiences rare, according to Liu Deqian, senior expert in tourism industry.
Recently, an excursion of 16 days to the South Pole was proposed by the chinese office of Abercrombie & Kent, it was sold in the blink of an eye. According to Wu Zhiyuan, “group bookings for planned South Pole end of 2013 were already complete at the beginning of the year.” If Wu had a brush sketch of this type of customer he would define as “most couples, wealthy, well-educated and younger than their counterparts in Europe and the United States is between 40 and 50 years.”
Finally, the Chinese Academy of tourism projects the number of Chinese outbound travelers to 94.3 million in 2013, an increase of 15%. As for total expenditures, they should reach 117.6 billion dollars (more informations on this article).