How Chinese travellers are redefining luxury travel

Forget what you know about Chinese travellers. Post-pandemic, these worldly tourists are hitting the road with lofty new expectations that are upending the traditional trappings of luxury travel. Not content to go back to the pre-pandemic status quo, they’re using technology and a more adventurous outlook to define a new era of travel — and a more nuanced definition of luxury. Want to grab their attention? You’ll need to understand what makes them tick.

With domestic trips already beating pre-pandemic levels by 19%, as seen in the 247 million domestic trips made over the Labour Day holiday, Chinese travellers are clearly ready to resume their globetrotting. And, with borders officially reopened, these tourists are now setting their sights overseas.

For now, though, they don’t want to venture too far. In fact, Thailand, Japan, and Malaysia are proving to be the hot destinations right now.

That’s not to say they’ve forgotten Europe. But with ticket prices still high, long waits for visas, and concerns about inflation, return to the continent has been slow. It’s not all bad news though— Chinese tourists are expected to return to Europe with a vengeance by early 2024.

Chinese travellers spent the pandemic years travelling domestically and now, as they reengage with the world, this cohort of increasingly sophisticated tourists is redefining the meaning of luxury by prioritising experiences over everything else.

Sure, luxury hotels, designer shopping, tourist sights, and fine-dining experiences still matter. But the new luxury is slow, recuperative travel that soothes and rejuvenates. Translation: adventures in wide open spaces with picturesque landscapes and an abundance of fresh air – and if there’s a dash of culture and a nod to wellbeing, so much the better.

Chinese consumers are among the most digitally adept in the world, so brands who want to reach them need to keep up with the latest technologies — and how they’re being used in China.

Integrated social media platforms are an essential part of trip planning for Chinese travellers, so knowing your WeChat from your Weibo is essential.

Chinese superapp WeChat is a key tool for brands hoping to reach Chinese consumers — it’s responsible for everything from advertising and messaging to booking and payments. There’s no overstating this: without a presence on this multifaceted social platform, brands will struggle to connect with travellers in China. Equally important? Building a brand presence on Red and Douyin — two lifestyle platforms comparable to Instagram and TikTok which inspire through video-format reviews—that significantly influence the decision-making process.

China offers a thoroughly unique customer journey, and understanding the nuances of this is essential to reaching Chinese travellers. But if there’s one crucial takeaway, it’s this: make things easy. Give people quick ways to book and pay, create all-inclusive travel packages, write easy-to-read cancellation policies — and put everything in one place.

Two things that’ll make this easier are WeChat Mini Programmes (WCMPs) and Online Travel Agencies (OTAs). WCMPs are local, app-based equivalents of traditional websites which offer a more complete customer journey — and are far easier for Chinese customers to navigate. OTAs, on the other hand, are popular for their competitive prices and offering solutions to all aspects of travel, from rooms and tours to transport.

But even on the road, technology matters. Chinese travellers are used to using technology in all parts of their guest experience, whether that’s digital boarding passes, scanning QR codes for menus, or using digital wallets for contactless payments. Want to stay relevant to these guests? Make sure you offer technologically-driven solutions.

The world might be ready to welcome Chinese travellers with open arms, but brands need to be ready to meet the high expectations of these discerning customers. Here’s what to remember: they’re looking for the convenience of digital services, the ease of technology, and the luxuries of nature and wellbeing. Shape your consumer journey with solutions that offer a one-stop, digitally- driven consumer journey, and you might just win these travellers’ loyalty for life.