Hotel & Tourism SMARTreport #43
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ELITE TRAVEL TRENDS<br />
<strong>Hotel</strong> & <strong>Tourism</strong><br />
<strong>SMARTreport</strong> <strong>#43</strong><br />
2019 Summer Edition 11<br />
11<br />
© MStudioImages - iStock by Getty Images<br />
HIGH-END CHINESE<br />
TRAVELLERS<br />
INCREASINGLY SEEKING<br />
“UNIQUE” EXPERIENCES<br />
For travel professionals, there is no<br />
doubt that Chinese high-end customised<br />
travellers bring a greater per person return<br />
on investment to spending on tourism<br />
resources than any other group. This is just<br />
as crucial for well-established destinations<br />
that want to further develop their Chinese<br />
market-share as it is for niche destinations<br />
which are just beginning to attract Chinese<br />
tourists. The China Outbound <strong>Tourism</strong><br />
Research Institute (COTRI) forecasts that<br />
the YoY growth rate of the Chinese<br />
outbound travel market will be 11%, with<br />
4 million people going overseas by 2030.<br />
Based on the market’s impressive growth,<br />
Ctrip Customised Travel forecasts that<br />
high-end customised travel will grow by<br />
200% over the next three years.<br />
The latest report by COTRI for Ctrip also<br />
indicates that the tastes of high-end<br />
customised travel clients around activities<br />
and dining experiences are changing.<br />
They are increasingly switching from<br />
sampling local cuisine and street food to<br />
learning the methods of how locals cook<br />
traditional dishes and the stories behind<br />
food. Thailand, Japan, and Italy rank as<br />
the top three overseas destinations for<br />
Chinese foodies, according to the survey.<br />
In the following pages, we take a look<br />
at how luxury travel is evolving in APAC<br />
and around the globe, with a spotlight on<br />
Chinese high-end tourists.
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