The Chinese Luxury Traveler 2014

2014
The Chinese Luxury Traveler
Welcome Note
This is the fourth consecutive year that Hurun Report has cooperated with ILTM Asia to publish The Chinese Luxury
Traveler (2014). This report analyzes the travel habits and consumption patterns of China’s HNWIs in the past year, and
includes a new case study on medical tourism through collaboration with DIADEMA.
According to statistics provided by the China Tourism Academy, consumer demand was strong as China’ s tourism
economy grew steadily in 2013, with the number of Chinese outbound tourists coming to a staggering 98 million, up
17.8% year on year. However, the international tourism trade deficit continued to widen due to the rapid growth of
outbound tourism. The China Tourism Academy continues to hold relatively optimistic expectations for the tourism
economy in 2014 and believes it will continue to maintain steady and rapid growth.
Our data is mainly derived from three special surveys completed by Hurun Report in collaboration with DIADEMA,
ILTM and GHC Asia. Of particular note is that DIADEMA’ s 2014 Survey on China’s High-end Tourism, currently the most
comprehensive special survey conducted on China’s super tourists.
The study found that tourism is still the most popular leisure pursuit among China’ s HNWIs; China’ s HNWIs travel
frequently for business, spending over 1/4 of their time on the road; online social media has become the most important
source of information; China’ s super tourists spent 18 days abroad on average last year; per capita travel spending is
RMB150,000 a year; China s HNWIs love island getaways; more than half of China’s HNWIs select their travel
destination themselves; a high proportion of them design their own tours; 66% would consider medical tourism; tours to
the north and south poles have become the new darling of luxury travel; the preferred destination for cruise tourism is the
Caribbean Sea.
Best Luxury Hotel Brand: Jing An Shangri-La
About International Luxury Travel Market Asia (ILTM Asia)
Now entering its 8th year, ILTM Asia is the leading luxury travel event for the Asia Pacific region. ILTM Asia is
an invitation-only event, where the very best travel agents and advisors from across Asia meet the world’ s very
best luxury travel experiences. For more information on ILTM Asia please visit www.iltm.com/asia
About International Luxury Travel Market (ILTM)
International Luxury Travel Market is a portfolio of global, regional and specialist luxury travel events.
Alongside the global flagship event in Cannes, ILTM has core international events in the Asia Pacific and Americas
regions and three specialist events; ILTM Japan, ILTM Africa and ILTM Spa. For more information on ILTM events
please visit www.iltm.com
About Hurun Report
Passionate about Chinese Entrepreneurship
Headquartered in Shanghai, Hurun Report is an interactive, multi-platform media group targeted at high net worth individuals
(HNWIs). Hurun Report is widely recognized as the foremost authority in tracking and profoundly influencing the changes amongst
China’ s HNWIs. Hurun Report has a stable of four platforms, i.e. magazines, new media, events and research.
In 1999, Rupert Hoogewerf founded the China Rich List, an annual ranking of the 1,000 wealthiest Chinese with personal fortunes
of more than CNY2 billion. The list has been published for 15 consecutive years. In 2004, the Hurun Philanthropy List, a ranking of the
100 most generous philanthropists in China, was first released and has since been published for 10 consecutive years. In 2012, the
Hurun Global Rich List was launched and has since been published for three consecutive years. The list identified 1,867 people
worldwide who were worth more than US$1 billion.
Hurun Report’s four magazines include the Hurun Report, a monthly magazine; Hurun Schools Guide, which offers guidelines on
studying abroad for children of high net worth families; Wings & Water, designed for China’s super-HNWIs who possess or dream to
possess over CNY200 million in assets, and targets buyers who have a strong interest in business aircrafts and super yachts; Horse &
Polo China, an upstart fashionable magazine offering extensive coverage of equine sports.
The Hurun Report iPad magazine, the top ranking business & investment title Apps according to Apple APP Store, is Chinese
HNWIs’ preferred wealth and lifestyle guide.
In 2013, Hurun Report organized a total of 91 events mainly in China, including gala dinners, private cocktail receptions, high-end
forums, high-end exhibitions, press conferences and luxury workshops.
Hurun Report, which shapes opinions on luxury travel, once again is in collaboration with International Luxury Travel Market (ILTM).
This year is the eighth consecutive year that Hurun Report is the official media partner of ILTM Asia. Following the Hurun World’ s
Largest Charter Yachts 2013 last year, the Hurun Research Institute released its second ranking of the world’s charter yachts in March
2014. This is also the first authoritative ranking of the world’s fastest yachts. In June 2012, for the third consecutive year, Hurun Report
hosted a photo exhibition entitled The World at Their Fingertips: Ecotourism through the Lenses of China's Entrepreneurs in Shanghai,
showcasing works from six Chinese billionaire entrepreneurs with a passion for eco-travel. In 2009, Hurun Report launched the Hurun
Presidential Awards, which are presented to the best presidential suites, executive suites, executive lounges and swimming pools of
outstanding luxury hotels. The authoritative awards endeavor to provide a trusted top hotel guide for China’ s HNWIs, while helping the
hotels to continuously improve their facilities and services.
For more information, please visit Hurun Report’s website (www.hurun.net)
You can follow us on Sina Weibo
on
WeChat (HurunReport)
(weibo.com\hurunreport) or
EXCELLENT SERVICE CREATES
UNFORGETTABLE MEMORIES
The Ritz-Carlton, Sanya boasts nearly 30 international ladies and gentlemen from
more than 10 countries, including America, Russia, France, Italy and Thailand, among
others. The entire team of almost 800 personnel live by the renowned Ritz-Carlton credo,
“We are Ladies and Gentlemen serving Ladies and Gentlemen,” helping guests navigate
an exquisite travel journey in the tropical splendour of Sanya with their multi-cultural
backgrounds, and creating unforgettable memories with their refined service offering.
French-American General Manager Mr. Michel L. Goget said, “Among the diverse
nationalities represented at The Ritz-Carlton, Sanya, we are bound by one common thread
-- the pledge to provide the finest personal service and facilities for our guests, who will
always enjoy a warm, relaxed and refined, yet international ambience.”
Personalized service
The hotel’ s 450 rooms include 33 pool villas, each with their own private butlers, in
addition to 21 luxury suites. Being nestled between the pristine white sand beach of
Yalong Bay on one side and a mangrove reserve on the other, views from all guest rooms
are breathtaking. Each of the 33 one-, two-, and three-bedroom private pool villas are
tastefully and sensitively furnished with a large outside deck, double and single sun
Mr. Michel Goget
loungers for lazy days and evenings, and intimate infinity pools which merge with the
General Manager of The Ritz-Carlton, Sanya
horizon.
The Villas at The Ritz-Carlton, Sanya offer the very highest levels of comfort, style, service, facilities and luxury. Offering a range of
tailor-made and unique facilities, guests staying at The Villas can enjoy the services of their own butler, private dining, yoga or tai chi
classes, even take advantage of the resort’ s ‘Romanceologist’ .
Destination of romance
Sanya is an ideal destination for weddings and honeymoons. To ensure guests enjoy a uniquely unforgettable experience with their
beloved, The Ritz-Carlton, Sanya has engaged the world's first in-house romance expert or “Romanceologist” .
The ultra-luxury resort is Sanya’ s first resort to be able to offer guests an intimate waterfront wedding chapel – set against the breath
taking backdrop of the pristine white sand beach of Yalong Bay.
Contents
Welcome Note
About International Luxury Travel Market Asia (ILTM Asia)
About Hurun Report
01
02
03
Part 1: How Big is China’s Luxury Travel Market?
07
07
08
How Many Chinese HNWIs are there?
Distribution of Chinese HNWIs across China’s Major Cities
Part 2: China’s Wealthiest – Lifestyle Review
Travel is the Preferred Leisure Pursuit for Chinese HNWIs
Swimming is the Preferred Sport for Chinese HNWIs
Online Social Media Key to Influencing China’s HNWIs
China’s Wealthy Spend Over 1/4 of Their Time on the Road
Part 3: Travel Habits
Travel Schedules
Hotel Reservation
Overseas Study and Immigration Drive Outbound Travel Market
09
09
10
11
13
14
14
16
17
Part 4: Top Travel Destinations among China’s Wealthy
Consumers
18
Sanya Remains the Hottest Domestic Travel Spot
18
18
19
20
HNWIs’ Interest in Australia Increased Significantly
Travel Shopping
Gifting
Part 5: Travel Habits and Trends of Chinese Super tourists
Photography
22
22
23
24
25
26
28
30
Appendix: 2014 Survey on China’s High-end Tourism
31
Travel Experience
Travel Decision-making Process
Case Study 1: My Best Trip
Case Study 2: My Trip during Chinese New Year in 2014
Case Study 3: Travel Trend Prediction
Case Study 4: Medical Tourism
07
Part 1 :
How Big is China’s Luxury Travel Market?
How Many Chinese HNWIs are there?
There are approximately 8,300 individuals with CNY 1 billion or more in assets in China today, up 200 on last year. 2,800 of them have been identified
by the Hurun Research Institute and a further estimated 5,500 have been missed, the so-called “hidden” wealth.
There are 300 individuals with CNY 10 billion or more in assets, up 20 on last year by 7%. Among them, 140 individuals have been unearthed by the
Hurun Research Institute and 160 individuals classified as having “hidden” wealth.
There are about 67,000 individuals with personal wealth of over CNY100 million in China, up 2,500 or 4% on last year. The Hurun Research Institute
forecasts that the number of individuals with personal wealth of over CNY100 million in China could reach 73,000 in the next three years.
There are 2.9 million individuals with personal wealth of over CNY 6 million in China, up 100,000 or 3.6% on last year. The Hurun Research Institute
forecasts that the number of individuals with personal wealth of over CNY 6 million in China could reach 3.35 million in the next three years.
“Known” Wealth
CNY 10 billion
Total Wealth
140
CNY 10 billion
300
(
7.1%)
CNY 2 billion
1,018
CNY 2 billion
3,200
(
6.7%)
CNY 1 billion
2,800
CNY 1 billion
8,300
(
2.5%)
67,000
(
3.9%)
CNY 10 million
1,090,000
(
3.8%)
CNY 6 million
2,900,000
(
3.6%)
CNY 100 million
Increase Compared to 2013
“Hidden” Wealth
CNY 1 billion
5,500
CNY 2 billion
2,200
CNY 10 billion
160
Source: Hurun Research Institute
08
Nobody Knows China‘s Rich Better
Dollar Millionaires
(CNY 6 million)
Average age 38
60% male
Average annual income
over 0.5 million
Chinese Super-Rich
(CNY 100 million)
Averageage39
70%male
Averageannualincome
over5million
First Tier Cities
Second Tier Cities
Third Tier Cities
and Others
Total
First Tier Cities
Second Tier Cities
Third Tier Cities
and Others
Total
1,145,710
754,560
999,730
2,900,000
Beijing
Xi’an
Harbin
26,100
20,650
13,590
390
20,250
67,000
490,000
11,300
14,140
10,760
Zhengzhou
440
410
Chongqing
36,200
Wuhan
830
15,120
Shenyang
21,170
570
490
Dalian
Tianjin
22,120
51,400
600
1,600
Qingdao
Nanjing
23,310
650
30,240
920
Suzhou
47,520
1,340
Shanghai
Hangzhou
90,420
420,000
9,100
2,180
Wenzhou
Fuzhou
Shenzhen
Foshan
Chengdu
48,600
121,500
980
Changsha
12,570
340
1,000
22,890
1,090
630
Xiamen
17,220
490
3,000
Guangzhou
27,090
41,790
114,210
2,700
First Tier Cities: Shanghai, Beijing, Shenzhen, Guangzhou.
Second Tier cities: Tianjin, Nanjing, Wuhan, Shenyang, Xi’ an, Chengdu, Hangzhou, Jinan, Qingdao, Dalian, Ningbo, Suzhou, Wuxi, Harbin, Changchun,
Xiamen, Foshan, Dongguan, Hefei, Zhengzhou, Changsha, Fuzhou, Shijiazhuang, Kunming, Nanchang, Nanning, Taiyuan, Yantai, Wenzhou, Chongqing, Zibo.
09
Part 2:
China’s Wealthiest – Lifestyle Review
Dollar Millionaire
Chinese Super-Rich
18.5 annual vacation days; travel, reading and tea tasting are
22 annual vacation days; travel, reading and tea tasting are their
preferred leisure activities;
preferred leisure activities;
Internet is still the main information source, especially WeChat,
Internet is still the main information source, especially WeChat,
followed by print media;
followed by print media;
70% take regular physical examinations; 60% do not smoke;
Nearly 60% do not smoke, 70% consume alcohol;
60% consume alcohol, of which 40% prefer red wine;
Sleep 6.4 hours on weekdays, sleep 6.5 hours on weekends.
Sleep 6.2 hours on weekdays, sleep 7.0 hours on weekends;
On average own 4 cars and 5 watches;
On average own 3 cars and 4 watches;
ROI and business ownership/sale are the two main sources of
ROI and business ownership/sale are the two main sources of
wealth;
wealth;
Travel is the Preferred Leisure Pursuit for Chinese HNWIs
Tourism remains supreme as the number one leisure pursuit for China’ s wealthy, with 56% of surveyed HNWIs listing travel as their preferred form of
leisure activity, despite dropping seven percentage points from last year. Reading is still the second most popular, but drops three percentage points to
39%; Tea tasting, family life and driving remain steady in third to fifth places, but their popularity decline in varying degrees, showing a diversifying trend
among China’ s wealthy when choosing leisure activities.
Preferred Leisure Pursuit
56%
Travel
39%
Reading
28%
Tea tasting
23%
Family time
15%
Driving
13%
Spa
11%
Looking after pets
9%
Wine tasting
Photography
8%
Karaoke
8%
Fishing
8%
Foot massage
4%
Yachting/Sailing
4%
Games
2%
Cigar Appreciation
1%
Source: Hurun Report Chinese Luxury Consumer Survey 2014
*Note:FromApriltoNovember2013,HurunResearchInstituteresearchedon393ChineseHNWIswithassetsatCNY10millionormore.
10
Nobody Knows China‘s Rich Better
Swimming is the Preferred Sport for Chinese HNWIs
Swimming remains the preferred sport among Chinese HNWIs, while jogging replaces badminton among the Top 5 preferred sports. Golf maintains its
second place, despite declining 17% in popularity. Yoga and mountaineering keep their replaces among the top 5.
Swimming has become the preferred sport of both male and female Chinese HNWIs, at 35% and 41% in popularity, respectively. Scuba diving ranks
seventh, rising from 9% last year to 13%, and is equally popular among both male and female Chinese HNWIs. Yoga is still much preferred by female
Chinese HNWIs, at 33.9%, while 14.7% of male Chinese HNWIs preferred yoga, up from 9% last year.
Preferred Sports
37%
Swimming
20%
Jogging
23%
22%
Golf
Yoga
15%
13%
Mountaineering
Badminton
10%
Tennis
9%
Horse Riding
Source: Hurun Report Chinese Luxury Consumer Survey 2014
The Hurun Report Polo Team has won two consecutive championships
of 2012 and 2013 Consul General’s Polo Cup.
7%
Skiing
13%
Scuba
Diving
11
Online Social Media Key to Influencing China ’s HNWIs
Online social media, dominated by micro-messaging and micro-blogging, is the most popular source of information, with 53% of respondents listing
them as a preferred information source. Traditional information sources such as TV and newspapers follow closely in second and third places.
Relatively, online social media (68%) are more important for women, while only 48% of men prefer online social media. TV (45%) and newspapers
(45%) are still men’s main sources of information, while women prefer reading magazines (45%).
Preferred Source of Information
53%
44%
43%
35%
33%
Online Social Media
TV
Newspapers
Word of Mouth
Magazines
Source: Hurun Report Chinese Luxury Consumer Survey 2014
HNWI Media Usage Pattern
Chinese HNWIs use the internet on average 6.5 days a week, and use other media approximately 2 - 3 days a week. It should be noted that Internet
access mentioned here mainly refers to using the Internet for browsing information and is not limited to micro-blogging and micro-messaging.
Media Channel Usage
6%
21%
1%
1%
35%
31%
12%
91%
Magazines
2.1
Av.daysaweek
Newspapers
37%
23%
2.9
Internet
6.5
Av.daysaweek
Av.daysaweek
30%
11%
Every day
1-5 times a week
1-3 times a month
No usage
Source: 2014 Survey on China’s High-end Tourism by DIADEMA and Hurun Report
*Note: Hurun Report cooperated with DIADEMA and conducted a special research into 203 HNWIs with polar travel experiences.
12
Nobody Knows China‘s Rich Better
HNWI Phone Usage Patterns
Other than SMS and calling, the number of HNWIs who use their phones to email is up to over 50%. It is worth mentioning that microblogging usage
has dropped from 27% in 2013 to 13% this year; while micromessaging jumps to second place at 39%.
In comparison, men more often use their phones to send and receive mail, at 54%; women and young HNWIs (below 30 years old) more often use chat
tools (eg: WeChat, Whatsapp) on their phones, at above 50%.
Phone Usage Patterns
25%
7%
Taking pictures
Watching
videos
Microblogging
60%)
(
28%)
8%
23%
52%
(
18%)
(
22%)
(
51%)
SMS
Micromessaging
(
26%
39%
13%
Playing
games
Listening to music
Chatting
Send/receive
emails
Visit websites
10%
35%
Increase compared to 2013
Source: Hurun Report Chinese Luxury Consumer Survey 2014
Decrease compared to 2013
HNWI Micromessaging Usage
Relative to microblogging, micromessaging is more popular among HNWIs. Among them, 80% use it throughout the day every day and 19% use it 1-2
times a day. The micromessaging features they mainly use include friend circle (24%), text chat (19%), as well as photo-sharing (17%).
Micromessaging Usage
1%
19%
Micromessaging Feature Usage
0%
5%
10%
15%
25%
Friend circle
80%
Text chat
Share photos/news/ microblogs with friends
Watch news
Use all day everyday
1-2 times a day
1-2 times a week
Source: 2014 Survey on China’s High-end Tourism
by DIADEMA and Hurun Report
20%
13%
Voice/video chat
Send files
Make new friends
3%
19%
17%
16%
9%
Source: 2014 Survey on China’s High-end Tourism by DIADEMA and Hurun Report
Note: Each respondent answered 3.7 times on average
24%
13
China’s Wealthy Spend Over 1/4 of Their Time on the Road
China’ s wealthy are spending over 1/4 of their time on the road (for business purposes) which is on average 8.3 days a month, 0.8 day more than last
year. Of particular note is that the proportion of long business trips for more than 20 days per month increased from 3% last year to 8%. The top travel
destinations of China’ s HNWIs last year are Hong Kong, Shanghai, Beijing, Sanya and Hangzhou. They mainly traveled to Hong Kong for shopping,
investment research and study tours, in addition to business travel and sightseeing. On the other hand, they traveled to Shanghai and Beijing mostly for
business.
China’ s national holidays are 11 days per year, and Chinese HNWIs’ annual holidays are stable at 20 days in 2013; but the number of overseas trips
for Chinese HNWIs has dropped to 2.1 on average over the same period. Last year, China’s HNWIs made four trips (including one business trip) on
average, including three domestic trips and one outbound trip.
Business Travel Frequency (Monthly)
54%
53%
25%
26%
17%
8%
14%
3%
2014
Average 8.3 days
2013
Average 7.5 days
Less than 3 days
3 - 10 days
11 - 20 days
Over 20 days
Annual Holiday
40%
23%
38%
18%
20%
22%
18%
22%
2014
Average 20.1 days
2013
Average 19.8 days
Less than 10 days
10 - 20 days
21 - 30 days
Over 30 days
Trips Overseas (Annual)
47%
36%
31%
28%
11% 9%
10% 8%
2014
Average 2.1days
2013
Average 2.8 days
1 - 2 times
3 - 5 times
Source: Hurun Report Chinese Luxury Consumer Survey 2014
Over 5 times
None
14
Nobody Knows China‘s Rich Better
Part 3:
Travel Habits
Travel Schedules
According to Hurun Report’ s analysis of ILTM’s domestic travel agency database, the 25 travel agencies surveyed organised an average of 80
outbound tour groups in 2013. Tour group sizes are generally smaller for luxury travelers who spend over US$10,000 (excluding airfare) per capita. Their
groups average 8.3 people and only 21% of their tour groups number more than 10 travelers. Trips average 7.8 days – of which 58% are 5-8 days and 37%
are over 8 days. 50% fly business class, 25% first class and 25% economy.
Length of Travel - Luxury Travelers
Who Spend Over US$10,000
Flight Class - Luxury Travers
Who Spend Over US$10,000
5%
25%
<5nights
First Class
58%
50%
Business Class
5-8 nights
37%
25%
8-15 nights
Economy Class
Source: Hurun Report / ILTM Special Survey on Chinese Outbound Travel Agencies 2014 Source: Hurun Report / ILTM Special Survey on Chinese Outbound Travel Agencies 2014
Among the average 80 outbound tour groups organised last year by the 25 surveyed travel agencies, overall average was 30.5 people per group. 48%
of the groups are made up of 3-10 travelers, while 52% are made up of over 10 travelers.
Tour Size
48%
47%
5%
3-10 people
11-50 people
Over 50 people
China’ s HNWIs personally spend an average of US$5,500 (excluding airfare) every time they travel abroad. Among them, 53% personally spend
US$1,000-5,000 and 5% over US$10,000.
China’ s HNWIs spend an average of 8.6 days on outbound trips. Over 60% spend 5-8 days and 32% spend more than 8 days, up 11 percentage
points over last year.
Per Capita
Spending
Length of Trip
5%
53%
37%
5%
<US$ 1000
US$ 1000-5000
US$ 5000-10000
>U$S 10000
5%
63%
27%
5%
<5 days
5-8 days
8-15 days
>=15 days
Source: Hurun Report / ILTM Special Survey on Chinese Outbound Travel Agencies 2014
15
Sightseeing is their main purpose to travel abroad, followed by
shopping. South Korea has become a new outbound shopping destination
for China’s HNWIs. Accounting for 48% of travel purposes, business travel
ranks third, growing at an average rate of 35% in 2013. The most popular
destination country is France, followed by Australia.
Top 10 Chinese Outbound
Luxury Travel Agencies 2014
According to latest statistics from GHC Asia, the top 10 travel agencies
in the outbound travel market include CTRIP, CTS, CITS and CAISSA.
Outbound Travel Purposes
Among them, CTRIP’ s top brand HH Travel has become the most popular
travel agency among China’ s HNWIs.
Sightseeing
Shopping
Business
64%
52%
48%
Visiting
relatives
Medical
treatment
Leisure
16%
12%
4%
Inalphabeticalorder
8 Continents CAISSA
CITS
CTRIP
CTS
Diadema
Farers International
HH travel
My-Tour
Zanadu
Source: Hurun Report, GHC Asia
Source: Hurun Report / ILTM Special Survey on Chinese Outbound Travel Agencies 2014
China’s HNWIs differ relatively widely when choosing flight class, with
We at GHC Asia are delighted to have worked closely
25% choosing to fly first class and 39% choosing business class. Over half
with Hurun Report for nearly 10 years as the publishing group
of the HNWIs would choose to travel during non-holidays. For traveling
has established itself as a leading worldwide voice on luxury
during holidays, they mostly do so during the summer and Spring Festival
consumer trends in China.
holidays, which account for a combined 75%.
Hurun Report's annual ‘Chinese Luxury Traveler’ white
Flight Class
paper is one of the most well-respected and in-depth
25%
analyses of the development of the world's fastest and most
exciting luxury travel market. The growth in luxury travel in
First Class
39%
36%
Business Class
China is clear to see - and it's only going to grow even more.
The rise of sophisticated, unique and bespoke travel
experiences is central to this and the companies that deliver
these to China’ s increasingly discerning global travelers are
Economy Class
the future of the industry in China.
Source: Hurun Report / ILTM Special Survey on Chinese Outbound Travel Agencies 2014
As a leader in providing public relations and marketing
services to the luxury travel industry in Asia and beyond,
When making travel arrangements, the factor most considered is
GHC Asia is proud to collaborate once again with Hurun
convenience of shopping, followed by beaches, and then local cuisine and
Report on this year's white paper and to provide research
fine wines, as well as local culture. Most travel bookings are made by family
support in this important sector of the industry.”
members, friends or company colleagues, mainly via travel agencies and
- Lynn Grebstad, Founding Partner & Chairman, GHC Asia
online booking websites.
GHC Asia is a leading PR agency specializing in travel and
Booking Considerations
Shopping
Beaches
60%
40%
Business
Mentioned
in magazine
20%
16%
hospitality services
Local
cuisine
& wine
Culture
36%
32%
Cruises
Medical
treatment
6%
4%
Source: Hurun Report / ILTM Special Survey on Chinese Outbound Travel Agencies 2014
Description: Based on the survey of the 35 senior management of
global high-end hotel by Hurun Report and GHC Asia from April to
May 2014, the question asked was: Please think about the best
Chinese outbound travel agencies currently?
16
Nobody Knows China‘s Rich Better
Hotel Reservation
According to Hurun Report’ s survey on ILTM’s international high-end hotel database, most Chinese tourists staying at the hotels are on Frequent
Independent Travel, accounting for 80%, up nearly 10% on last year. Most Chinese tourists book their hotels via direct customer bookings, followed by
domestic travel agencies. They generally spend more than average on their rooms, and less than average on food & beverage, spas and shopping.
30% of VIP hotel guests (guests with the highest expenditure in the hotel) stayed twice or more often in the same hotel in 2013, but are staying with
fewer people each time – usually with 2-5 people staying around 4 nights.
The main considerations when choosing a hotel are geographical location, hotel brand and price, followed by hotel facilities, cuisine and service quality.
Top Considerations:
Integrated Considerations:
1 2
Location
Hotel Brand
3
A B C
Price
Facilities
Source: Hurun Report / ILTM Special Survey on Chinese High-end Hotels 2014
Cuisine
Service
Source: Hurun Report / ILTM Special Survey on Chinese High-end Hotels 2014
Shangri-La is still the preferred hotel brand among China’s HNWIs, while Four Seasons, Kempinski and InterContinental are rising quickly in popularity.
Hilton drops sharply from last year’s second place to this year’s ninth place.
Chinese HNWIs’ Preferred Hotel Brands - TOP 15
Change *
Rank
Hotel
Index *
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Shangri-La
100
99
85
79
61
58
50
49
47
47
46
33
31
25
25
The Ritz-Carlton
Peninsula
Mandarin Oriental
Four Seasons
Sheraton
Park Hyatt
Kempinski
Hilton
Intercontinental
Marriott
Grand Hyatt
Fairmont
St. Regis
Westin
*Changes compared to 2013
*Index calculations: Based on the percentage of preference from those interviewed. Score is out of 100, the higher the score, the higher the degree in popularity.
Source: Hurun Report Chinese Luxury Consumer Survey 2014
17
Overseas Study and Immigration Drive Outbound Travel Market
M
University is considered to be the most suitable time to study abroad, followed
by high school, while studying abroad in high school and university is easier to
drive the family to outbound travel.
When To Send Your Child Overseas?
29%
34%
31%
2014
27%
2013
20% 20%
13% 10%
11%
5%
Hurun Schools Guide covers
ers 8 countries and
an
nd regions, providing Chinese
UniversityHighSchoolMiddleSchoolPrimarySchoolPostgraduate
parents with unrivalled insight
boarding school and
ight into the Local
Lo
undergraduate education in countries including the UK, US, Switzerland,
Singapore, Canada, Hong Kong, Australia and New Zealand.
Source: Hurun Report Chinese Luxury Consumer Survey 2014
For high school and lower level education, 28.7% say UK is the destination of choice, while 26% prefer the US. 36% favour the US for undergraduate
and higher level education. In addition to the US and the UK, Canada is also a preferred choice of China’ s HNWI to send their children for high school and
lower level education, while Australia is preferred for undergraduate and higher level education.
International Education Destination
(High School & Lower）
1
2
3
4
5
6
7
8
9
10
UK
US
Canada
Australia
Switzerland
New Zealand
Singapore
France
Germany
Hong Kong
Percentage
28.7%
26.2%
12.0%
9.4%
7.5%
3.6%
3.4%
2.8%
2.3%
2.1%
International Education Destination
(High School & Lower）
1
2
3
4
5
6
7
8
9
10
Percentage
US
UK
Australia
Canada
Switzerland
New Zealand
Singapore
Japan
Germany
France
36.4%
24.4%
10.8%
8.4%
6.2%
4.8%
4.0%
1.5%
1.4%
0.7%
Preferred Immigration Destinations
Percentage
Los Angeles
San Francisco
Vancouver
New York
Toronto
Seattle
Boston
Melbourne
New Zealand
Sydney
13.9%
13.7%
13.4%
8.6%
8.4%
7.6%
4.6%
4.3%
4.1%
3.5%
Source: Hurun Report Chinese Luxury Consumer Survey 2014
According to the “International Migration Report 2013” released by
the United Nations, China was the world’ s fourth exporter of migrants
in 2013, accounting for 9.3 million migrants, after India, Mexico and
Russia. 62.4% of China’s HNWIs have emigrated or are considering
emigrating. The US and Canada are still their top choices for investment
immigration. Los Angeles, San Francisco and Vancouver are the
preferred cities for immigration, followed by New York, Toronto and
Seattle.These cities are also the preferred outbound travel destinations
of HNWIs.
1
2
3
4
5
6
7
8
9
10
Source: Visas Consulting / Hurun Immigration and Chinese High Net Worth population
Survey Report
18
Nobody Knows China‘s Rich Better
Part 4 : Top Travel Destinations among
China’ s Wealthy Consumers
Sanya Remains the Hottest Domestic Travel Spot
Sanya continues to be the top domestic tourist destination, Hong Kong remains second, and Tibet continues its upward trend, rising to third place. In
addition, Macau, Beijing and Qingdao have varying degrees of increasing popularity. Yunnan, Hangzhou, Xinjiang and Sichuan, which were either
top-ranking or growing in popularity last year, have varying degrees of decline in popularity rankings.
2014
1
2
3
4
5
6
7
8
9
10
Region Percentage
Sanya
Hong Kong
Tibet
Yunnan
Macau
Hangzhou
Xinjiang
Beijing
Qingdao
Sichuan
2013
1
2
3
4
5
6
7
8
9
10
14.4%
13.9%
13.9%
10.6%
10.6%
5.8%
5.5%
5.1%
4.5%
4.5%
Region Percentage
Sanya
Hong Kong
Yunnan
Tibet
Hangzhou
Xinjiang
Macau
Xiamen
Sichuan
Qingdao
18.9%
15.1%
11.1%
9.5%
6.8%
6.1%
6.1%
5.9%
5.1%
4.4%
Source: Hurun Report Chinese Luxury Consumer Survey 2014
Domestic holiday home ownership among China’s wealthy is up to 62%. Among billionaires, domestic holiday home ownership is at a whopping 83%.
Sanya remains the most popular place to buy a holiday home in China, while the popularity of Hangzhou and Qingdao has slightly improved.
HNWIs’ Interest in Australia Increased Significantly
Australia has jumped from seventh to first place to become the HNWIs’ most preferred international tourist destination. Meanwhile, Dubai, Maldives and
Hawaii are rising rapidly in popularity as destinations due to their distinctive characteristics. The popularity of European countries has declined. While they
accounted for half of the Top 10 last year, only three European countries are in the Top 10 this year.
2014
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Region Percentage
Australia
France
Dubai
Switzerland
Maldives
US
Japan
Germany
Singapore
New Zealand
Italy
Thailand
UK
Canada
Hawaii
11.8%
9.6%
9.5%
8.7%
8.7%
7.7%
6.5%
6.2%
5.6%
5.6%
5.6%
4.1%
3.9%
3.4%
1.8%
Source: Hurun Report Chinese Luxury Consumer Survey 2014
2013
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Region Percentage
France
US
Singapore
Switzerland
UK
Italy
Australia
Dubai
Germany
Maldives
Japan
Canada
South Korea
Thailand
New Zealand
11.8%
11.8%
9.2%
8.0%
7.7%
7.3%
6.8%
6.0%
5.7%
4.8%
4.7%
4.4%
4.2%
3.9%
3.8%
19
Travel Shopping
Chinese tourist spending No 1 for 4th year, widens gap
between second place
Mainland Chinese tourists are for the fourth consecutive year ranked No. 1 in terms of spending, up 3% over last year, widening the gap between
second place to 10 percentage points. Russia, Indonesia, the US and Japan remain in the Top 5, but their rankings have changed as Japan drops from third
to fifth. United Arab Emirates and Hong Kong move up into the Top 10. Asian countries account for eight of the Top 10, two more than last year, further
demonstrating the huge spending power of Asian tourists.
Global Duty-free Shopping
Country/Region
1
2
3
4
5
6
7
8
9
10
Ratio
27%
17%
4%
3%
3%
3%
2%
2%
2%
2%
Mainland China
Russian Federation
Indonesia
US
Japan
Thailand
Malaysia
Saudi Arabia
UAE
Hong Kong
Source: Global Blue statistics on global traveler’s spending 2013
Chinese tourist spending growth slows
Chinese tourist spending growth slowed compared with the previous two years, at only 20%, but still 10 percentage points higher than global tourist
spending growth.
At the same time, Chinese tourists spend 7 percentage points less per transaction, declining at a faster-than-average rate. Average spending per
transaction was EUR 815 in 2013. In 2013, Chinese tourists spent 63% more than the average per transaction. Last year and the year before, they spent
71% and 68% more.
Growth Rate of Traveler Spending
70%
60%
50%
40%
30%
20%
10%
0%
59%
57%
29%
20%
27%
10%
2013 vs 2012
2012 vs 2011
Chinese
travelers
2011 vs 2010
Global
travelers
Source: Global Blue statistics on global traveler’s spending 2013
Individual Travel Spending (Euro)
1000
900
800
700
600
500
400
300
200
100
0
8%
875
7%
815
6%
512
2%
501
813
485
2013 vs 2012 Years 2012 vs 2011 Years 2011 vs 2010 年
Chinese
travelers
Up
Global
travelers
Down
Source: Global Blue statistics on global traveler’s spending 2013
Chinese tourists mainly shop at specialty stores or brand retailers; department stores are also an important shopping destination. They prefer fashion
and apparel, followed by jewelry and watches.
Note: Global Blue is the world’ s largest tax-refund organisation; data does not include tax-free shopping at airports and only
represents spending by Global Blue members.
20
Nobody Knows China‘s Rich Better
Gifting
Gifting is one reason driving Chinese HNWIs’ travel shopping. Red wine is considered the ideal gift for men (33%), followed by watches (19%). Red
wine is the top choice of both male HNWIs (35.3%) and female HNWIs (31.3%) as gifts for men. But for their second choice, male HNWIs prefer to give
imported spirits (20.8%), while female HNWIs prefer to give watches (24.2%).
Jewelry (49%) is an absolute gift of choice for ladies, followed by apparel (20%). It is noteworthy that travel vouchers have replaced gift cards to
become the fourth gift of choice for women, at 14%, 6 percentage points higher than last year.
When selecting gifts for the elderly, more than half of all HNWIs choose healthcare products, followed by travel products (19%). Healthcare products,
considered an approach to maintain health, are becoming increasingly popular in the gift market.
In addition, for both male and female HNWIs, watches and electronic products are among the Top 5 most popular gifts. 21.1% of female HNWIs would
choose electronic products as gifts for gentlemen, and 13.2% of male HNWIs would choose electronic products for ladies.
0%
5%
10%
15%
20%
25%
30%
33%
Red wine
19%
18%
17%
Watches
Spirits
Top 5 Preferred
Gifts for Men
Electronic products
14%
Tobacco
35%
Source: Hurun Report Chinese Luxury Consumer Survey 2014
0%
10%
20%
30%
40%
Watches
14%
12%
Travel products
Top 5 Preferred
Gifts for Women
Electronic products
20%
18%
Source: Hurun Report Chinese Luxury Consumer Survey 2014
0%
10%
20%
30%
Health products
Travel products
Houses
Medical products
Top 5 Preferred
Gifts for Elderly
60%
49%
Jewelry
Clothing
50%
Gift cards & Vouchers
11%
8%
15%
19%
Source: Hurun Report Chinese Luxury Consumer Survey 2014
40%
50%
60%
58%
70%
21
Overall, gift giving has decreased by 25% from last year, possibly due to the impact of a slowdown in the Chinese economy, anti-corruption initiatives
and increasing maturity among luxury goods consumers. Apple is the only brand of electronic products among the brands for gift giving, and remains the
second choice of men for gift giving. This year, Louis Vuitton has lost its crown as the preferred brand for gifting by men, losing out to Hermès which has
gained two places. Chanel continues as the preferred brand for gifting by women. Maotai remains the only Chinese brand that made it to the list, but it has
fallen one place from last year. Lafite, ranked higher than Maotai last year, drops out of the list this year. Whilst accessories remain most popular, jewelry
brands had a bad year in the gift market. This year, Italian brands are more popular than French brands among China’s HNWIs for gift giving.
2014 Top 15 Brands for Gifting
by Men
Brand
2014 Top 15 Brands for Gifting
by Women
Percentage
Brand
Percentage
1
Hermès
10.5%
1
Chanel
9.5%
2
Apple
9.3%
2
Louis Vuitton
8.9%
3
Louis Vuitton
9.0%
3
Apple
8.3%
4
Chanel
8.6%
4
Hermès
7.9%
5
Gucci
7.1%
5
Gucci
6.7%
6
Cartier
5.5%
6
Dior
6.4%
7
Prada
4.2%
7
Cartier
5.6%
8
Montblanc
4.0%
8
Prada
5.2%
9
Giorgio Armani
3.8%
9
Giorgio Armani
4.5%
10
Burberry
3.5%
10
Bulgari
3.6%
11
Bottega Veneta
3.0%
11
Bottega Veneta
3.5%
12
Longines
2.9%
12
Fendi
2.9%
13
Zegna
2.8%
13
Tiffany
2.1%
14
Maotai
2.2%
14
15
Bulgari
1.9%
15
Source: Hurun Report Chinese Luxury Consumer Survey 2014
Ranking higher than last year
Ranking down from last year
Salvatore Ferragamo 2.0%
Chopard
1.6%
Source: Hurun Report Chinese Luxury Consumer Survey 2014
Ranking same as last year
New entrants into Top 15 compared to last yea
Harrods won the Best London Luxury Shopping Destination
of the Hurun Best of the Best Awards 2014
22
Nobody Knows China‘s Rich Better
Part 5
Travel Habits and Trend of Chinese
Super Tourists
Travel Experience
The 203 super tourists surveyed have traveled on average 22 times, on each occasion visiting 2 – 2.5 countries. On average, each super tourist has
visited 40 countries. Looking at the blood types, 33% of these are of type O blood, 32% type A, 24% type B and the other 11% type AB.
In 2013, super tourists traveled abroad four times on average, over a total of 36 travel days, about half of which were for travel, and 22% for business trips.
The super tourists traveled abroad for 18 days on average, with average spending of US$150,000. Their major tourist destinations were in Europe, the
United States and island-based locations. Some 59% of these super tourists have island resort experience, 43% have experience of travelling by car, and it
is worth mentioning that 38% of these super tourists have polar travel experiences. It can be seen that the super tourists tend to experience the process of
travel, rather than just go shopping, dining or visiting landmark tourist spots. The future tourist destinations will become broader, deeper and more scattered.
0%
20%
40%
Island Holiday
Self-drive
Food and Shopping
South Pole and North Pole
Travel Experience
Nature Adventure
Art Culture
Outdoor Exploring
Romantic Cruise
Mountain Climbing
Growing Purpose
Celebrations and Races
Sailing
20%
18%
14%
9%
6%
3%
28%
43%
42%
38%
37%
60%
59%
Source: 2014 Survey on China’s High-end Tourism by DIADEMA and Hurun Report
Gulfstream won The Best Business Jet Brand of the Hurun Best of the Best Awards 2014
80%
23
Travel Decision-making Process
Comparison of the super tourists’ most impressive trip abroad in 2013 with the Spring Festival tour abroad in 2014 reveals evidence of differences in
travel motivation and journey arrangements.
In the most impressive trip abroad, friend’s referral is the most important factor in inspiring travel motivation; while for the Spring Festival tour, opinions
of the family played a decisive role. In these two trips, more than half the destinations were selected by their own decisions for the main purposes of
sightseeing and cultural experiences; and a higher proportion of the tourists were on self-developed tourist routes.
There is also a big difference in travel booking method. For the most impressive trip abroad, booking made by friends are the main methods (37%), with
half booked through travel agents. For the Spring Festival tour, half are self-responsible for hotel bookings, 20% of bookings are made by the family, while
booking through third party online booking (42%), is the main way of booking.
The Most Impressive Trip Abroad
Friend’ s referral is the most important factor
in travel motivation
45% comes from a friend’ s referral
Family suggestions, 20% ; travel agencies, 16%
31% ; networks, 28%
Destination decision making: self-made, 58%
Travel purpose: tourism, 29% ; cultural experience, 15%
People accompanying: friends,49% ; family,46% ;
Itinerary: private customization, 43% ; own plan, 42%
Source: travel agencies,
37% ; own 34%
Booking method: travel agencies, 50%
Hotel booking: friends,
Inspired
Travel
Motivation
Travel
Routes
Planning
Trip
Booking
Spring Festival Trip Abroad
Family advice is the most important travel motivation
factor
52% comes from family suggestions;
friend’ s referral, 23%
Source: Internet,
44%; travel agencies, 33%
Destination decision making:
54% ; family, 37%
25% ; cultural experience, 14%
People accompanying: family, 72% ; friends, 24%
Itinerary: own plan, 68% ; Reference guide, 12%
self-made,
Travel purpose: tourism,
Hotel booking: own,
50% ; family, 20%
Booking method: third party online
booking,
42% ; travel agencies, 28%
Source: 2014 Survey on China’s High-end Tourism by DIADEMA and Hurun Report
24
Nobody Knows China‘s Rich Better
Case Study 1 : My Best Trip
Last year, the most notable trips abroad of super tourists were to the South Pole and North
Destinations
Pole, followed by Kenya, with the United States and France joint 4th. Tourist destinations with
challenges and more prominent features are becoming a new trend among Chinese super
1
South Pole
16%
tourists.
2
North Pole
9%
3
Kenya
7%
4
United States
3%
opinions of family members (20%) or travel agencies (16%). Travelling with friends (49%) or
5
France
3%
family (46%), a small number of peers, and with sightseeing as the main purpose are the
6
Other
62%
Among those visiting the South Pole, 55% are aged 31-45 years old, 58% have a bachelor
degree or above, and 82% are married.
Friend’s referral (45%) is the most important factor in inspired travel motivation, followed by
characteristics for the most inspiring trips of super tourists. The average number of travel days
Source: 2014 Survey on China’ s High-end
is 12 days, with the average size of group being five people. Travelling with family and friends
Tourism by DIADEMA and Hurun Report
accounts for about 90% and on this trip, nearly 60% of super tourists choose economy class,
with 34% going for business-class travel.
Travel Accompanying Member
0%
10%
20%
30%
40%
Family
3%
2%
Alumni/members
60%
Self-drive 7%
First-class 2%
Business
-class
34%
49%
46%
Friends
Colleagues
50%
Travel Tool
Economy
-class
57%
Source: 2014 Survey on China’ s High-end
Source: 2014 Survey on China’ s High-end
Tourism by DIADEMA and Hurun Report
Tourism by DIADEMA and Hurun Report
For this impressive trip, 58% of the tourist destinations are decided by the super tourist themselves, and hotels are booked via a friend (37%) or by
themselves (34%). Hotel booking is mainly through travel agents (50%) or third-party online booking sites (28%).
Destination Decision Maker
0%
10%
20%
30%
40%
50%
58%
Tourists themselves
Family
Friends
8%
Group Leader
60%
18%
16%
Hotel Booking Method
Hotel Official
Web-site 9%
Locals 7%
Business
Partners 6%
Source: 2014 Survey on China’ s High-end
Tourism by DIADEMA and Hurun Report
Travel Agency
50%
Itinerary and Hotel Booker
0%
10%
20%
30%
40%
50%
60%
Third-party
Online
Booking Site
28%
Source: 2014 Survey on China’ s High-end
Tourism by DIADEMA and Hurun Report
Friends
Tourists themselves
Family
Locals
Secretary
13%
10%
7%
Source: 2014 Survey on China’ s High-end
Tourism by DIADEMA and Hurun Report
37%
34%
Description: Based on the survey of the 203 super
tourists by Hurun Report and DIADEMA, the question
asked was: Please think about the most popular trip
made in 2013
25
Case Study 2 :
My Trip during Chinese New Year in 2014
The number of super tourists choosing to travel during Chinese New Year continues to grow; with 54% of them choosing to travel abroad during
the Spring Festival in 2014, a 7% increase over last year. Among destination choices, influence of distance weakened. Short-haul destinations such
as Thailand, Bali and Cambodia, and long-haul travel destinations such as the United States, Australia and Dubai were all popular choices.
Of the super tourists who traveled during Chinese New Year, 72% were accompanied by family members, averaging four, and they mainly
traveled for a long vacation of 5 – 15 days. One to two took economy class, and 35% chose business class. In addition, over one in ten chose to
drive, with destinations chosen by this group relatively close.
Travel Accompanying Member
0%
20%
40%
60%
Travel Tool
80%
Self-drive 12%
72%
Friends
Family
5%
Colleagues
24%
First-class 2%
Business
-class
35%
Economy
-class
51 %
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
Source: 2014 Survey on China’ s High-end
Tourism by DIADEMA and Hurun Report
More than half of the super tourists decided on their tourist destinations for Spring Festival by themselves, and 37% were decided by their family.
Half booked the itinerary and hotels themselves, with 20% booked by their family. Due to the specific travel time, only 5% were booked by a secretary.
On-line booking was the main booking method accounting for 42%, whilst booking via travel agencies, hotel web-sites and locals was most common for
hotel booking.
Destination Decision Maker
0%
10%
20%
30%
40%
50%
54%
Tourists themselves
37%
Family
6%
3%
Friends
Group Leader
60%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
Hotel Booking Method
Hotel Official
Web-site 14%
Locals 11%
Business
Partners 5%
Travel Agency
28%
Itinerary and Hotel Booker
Third-party
Online
Booking Site
42%
Source: 2014 Survey on China’ s High-end
0%
10%
20%
30%
Tourists themselves
Family
Friends
Locals
Secretary
7%
5%
20%
18%
40%
50%
60%
50%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
Tourism by DIADEMA and Hurun Report
Description: Based on the survey of the 110 super
tourists by Hurun Report and DIADEMA, the question
asked was: Please think about the trip abroad made
during Spring Festival in 2014
26
Nobody Knows China‘s Rich Better
Case Study 3 : Travel Trend Prediction
Polar / Adventure travel has become the new dream for super tourists
For dream travel experiences, nearly half of the super tourists choose natural adventure or self-drive trips, followed by 34% choosing Antarctic
or Arctic travel tours, while island and marine-related holidays, romantic cruises and sailing events are also popular.
When asked their ‘must-achieve’ travel plans for the next three years, South America - Bolivia takes 36% of the vote and topped the list,
followed by Polar trips reaching 34%, while mysterious Africa, Mexico / Cuba are ranked third and joint fifth. It can be seen that these destinations
all have a strong sense of adventure and excitement with obvious regional characteristics.
Dream Travel Experience
0%
10%
20%
30%
40%
Natural Adventure
Self-drive
South Pole and North Pole
Island Holiday
Romantic Cruise
Outdoor Exploring
Art Culture
Food and Shopping
Mountain Climbing
Sailing
Growing Purpose
5%
Celebrations and Races
16%
14%
10%
34%
30%
26%
25%
23%
20%
50%
48%
45%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
Must-achieve Travel in the Next 3 Years
0%
10%
South America – Bolivia
South Pole and North Pole
Africa
Luxury Cruise – Mediterranean
Mexico & Cuba
Bhutan
New Zealand
US/Canada
Switzerland
Dubai
Island
Space
10%
8%
7%
20%
30%
40%
36%
34%
33%
30%
28%
25%
23%
21%
18%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
27
The Caribbean is the preferred destination for cruising
Cruise travel is chosen by 26% of the super tourists as a dream travel experience, with 30% including a luxury Mediterranean cruise tour in
their travel plans for the next three years.
The Caribbean tops the cruise trip wish-list reaching 48%; followed by the Mediterranean at 43%; and the Arctic and Antarctic respectively
32% and 29%, ranking third and fourth.
Destinations of Cruise Trip
0%
10%
20%
30%
40%
48%
43%
The Caribbean
The Mediterranean of South Europe
32%
29%
28%
25%
North Pole
South Pole
Baltic Sea of North Europe
Alaska
11%
America
4%
Asia Pacific of Asia
50%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
It is worth mentioning that 7% of the super tourists include space travel in their travel plans for the next three years. The bestselling point
of space travel to 44% of the super tourists is seeing the earth from the space. The excitement of an ‘astronauts experience’ is the second
main factor at 18%.
Reasons for Space Travel
0%
10%
20%
30%
40%
44%
See the Earth from Space
18%
16%
13%
9%
Experience the Excitement as an Astronaut
Experience the High Acceleration of Spaceship
Feel the Weightlessness
Feel the Impact of Epinephrine in Adventure
50%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
More than half of the super tourists wish to travel 3 – 5 times a year
Some 64% of the super tourists wish to travel more than twice a year, with 11% wishing to travel six times and more a year.
For the most desired travel time next year, 45% of the super tourists say that they will travel on an irregular basis; 15% choose summer
when they can look after their children; and another 24% choose the 1st October or Spring Festival vacation.
Intended Travel Times of Next Year
Most Desired Travel Time Next Year
0%
10%
20%
30%
40%
50%
6 times or more 1 1 %
Irregular
1-2 times
36%
Summer
3-5 times
53%
1st October Golden Week
Spring Festival
May Day Holiday
Source: 2014 Survey on China’ s High-end Tourism
by DIADEMA and Hurun Report
Mid-autumn Festival
Dragon Boat Festival
5%
4%
2%
15%
13%
11%
45%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
28
Nobody Knows China‘s Rich Better
Case Study 4 : Medical Tourism
Increasing life and work pressures, together with concerns over issues such as food safety, prompt Chinese HNWIs to pay increasing attention to
health issues. 87% of Chinese HNWIs go for regular health checks. Among them, 93% have a health check once a year, and another 7% twice a year.
In addition to health checks, most Chinese HNWIs pay more attention to diet and love sports. Among them, 16% choose to use health care
products, while another 15% have a family doctor/health consultant.
How the HNWIs Keep Healthy
0%
20%
40%
60%
80%
100%
87%
Regular health checks
Pay attention to diet
50%
Exercise
16%
15%
Health products
Family doctor/health consultant
65%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
Regarding the choice of health care products, 67% of the super tourists choose some Chinese medical health care, while 87% choose Western
medical health care. Among Chinese medical health care products, the most popular is Cordyceps sinensis, followed by propolis, bird's nest, gelatin
and other more expensive tonics. But only 6% choose Chinese medicine for health care. The most popular Western health care product is vitamins,
with more than half of the super tourists choosing to take vitamins, with collagen and cod liver oil also quite common.
Choices of TCM Health Products
Ginseng
14%
Choices of Western Health Products
Chinese medicine
6%
Herbal paste 5%
Cod liver oil 19%
Cordyceps sinensis
28%
Gelatin
15%
Bird's nest
15%
Collagen
20%
Bee propolis
17%
Placental extract 6%
Vitamins
55%
Source: 2014 Survey on China’ s High-end Tourism
Source: 2014 Survey on China’ s High-end Tourism
by DIADEMA and Hurun Report
by DIADEMA and Hurun Report
For concerns about health issues, 66% of the super tourists consider medical tourism and 47% tend to choose to go to Europe and the US. The
first choice is Switzerland (59%), followed by the US (22%). Of the 28% of super tourists tending to choose Asia, the first choice is Japan (44%),
followed by Hong Kong (24%). Within China, 16% of the super tourists make Beijing first choice (25%), followed by local destinations (19%). Another
9% choose to go to the seaside for a stay at a medical resort, and of these 72% choose the Maldives.
Medical Treatment Destinations
Mainland 16%
Beaches 9%
Asia
28%
U.S. and Europe
47%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
29
The main purpose for super tourists choosing medical tourism is convalescence rest (39%), and 34% is for medical checkup. However for the
purpose of anti-aging, the number of super tourists reaches 21%, mostly female
Medical Tourism Purposes
0%
10%
20%
30%
Medical checkup
21%
10%
5%
4%
Cosmetic
Medical treatment
Childbirth
50%
39%
34%
Convalescence rest
Anti-aging
40%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
When planning medical tourism, super tourists are most concerned about three issues: the brand qualifications of medical institutions (41%),
security (33%) and Chinese speaking chaperone issues (26%). In addition, the scenery of the destination, quality of service after treatment, as well as
price, visa procedures and other factors are taken into account.
Medical Tourism Considerations
0%
10%
20%
30%
40%
41%
Qualifications of medical institutions/brands
Safety
Chinese-speaking escort
Destination scenery
Post-treatment services
Prices
5%
Visa procedures
14%
26%
25%
22%
50%
33%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
For the health of their parents, 25% of the super tourists choose to send their parents travelling. Some 20% choose to give health care products to
their parents, and 19% help parents contact doctors.
Choices for Parents’ Health
0%
5%
10%
15%
20%
25%
Travel Products
Health Care Products
Contact Doctors for Parents
Pay for Medical Fees
Arrange for Health Care Centres/Treatment Clubs
Real Estate
5%
16%
14%
20%
19%
30%
25%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
30
Nobody Knows China‘s Rich Better
Photography
During their journeys, most super tourists love to photograph
natural landscape
During their journeys, the super tourist favourite subjects for photos are rivers, seas, lakes (26%) and mountains (20%) and other natural landscapes,
followed by figures (18%) and animals (17%), flowers, and plants. Night photography is the third choice.
Most Popular Shot
0%
5%
10%
15%
20%
25%
26%
Rivers, Seas and Lakes
20%
18%
17%
Mountains
Figures
Animals
Flowers and Plants
7%
Night Time Views
12%
30%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
In terms of photo shooting equipment, favourites of the super tourists are Canon cameras (31%) and mobile phones (28%). The micro-single camera (19%)
is also popular due to its light weight, easy operation and other characteristics.
Favourite Photo Shooting Equipment
0%
5%
10%
15%
20%
Cannon
Mobile Phone
Micro-single Camera
Nikon
Card Machine
5%
13%
19%
25%
30%
31%
28%
Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report
Hurun Report's The World at Their Fingertips:
Ecotourism through the Lenses of China's Entrepreneurs
photo by Wang Shi, Chairman of Vanke
35%
31
Appendix: 2014 Survey on
China’ s High-end Tourism
The 2014 Survey on China’ s High-end Tourism was jointly compiled by Hurun Report and DIADEMA. The research target was super-tourists (with
polar travel experiences) of China. Effective samples totaled 203. The survey covered 21 provinces and municipalities including Beijing, Shanghai,
Guangdong and Tianjin. Respondents were distributed across the services, manufacturing, finance and another 10 industries. With an average age of 44
years old, 51% of respondents were male, and 43% had experience working or studying abroad.
Among the respondents 77% had children, and their ages were more dispersed. Among those with overseas working or studying experience, 55% had
more than one year experience, and 25% had more than 5 years’ experience. The main source of wealth of the respondents was return on investment and
business ownership/sale.
Number of Children
Status of Children
none 23%
Pre-school 12%
3 or more 9%
Kindergarten 11%
Primary School
21%
Working 10%
1 46%
Masters and above 4%
2 22%
University Graduates
18%
Secondary School 12%
High School 12%
Source: 2014 Survey on China’ s High-end Tourism
by DIADEMA and Hurun Report
Source: 2014 Survey on China’ s High-end Tourism
by DIADEMA and Hurun Report
Year of Working/Studying/Living abroad
Over 5 Years 25%
3-5 Years 12%
Source of Wealth
Salary 23%
<1 Years 45%
1-3 Years 18%
Business Ownership/Sale
22%
Inheritance 3%
Investment Returns
52%
Source: 2014 Survey on China’ s High-end Tourism
Source: 2014 Survey on China’ s High-end Tourism
by DIADEMA and Hurun Report
by DIADEMA and Hurun Report
About DIADEMA
DIADEMA is the leading International travel management company in China market, which was founded in Hamburg, Germany, and soon set up
offices in Beijing, Guangzhou, Shanghai. We focus on developing promoting various thematic leisure tour. More Than A Travel, it is our honor to make your
dream real!
DIADEMA is the first organization in China to offer private tailor-made travel service, also is the No. 1 in China to organize the Polar trip professionally,
which is the best vendor for the banks, finance organizations, luxury brands, clubs and so on.