Why Hotels and DMCs Should Prioritise the Chinese Luxury Travel Market in 2025
As the Chinese luxury travel market continues its robust post-pandemic recovery, now is the ideal time for hotels and DMCs to seize the opportunities this lucrative market offers.
With China ranking second globally in the number of high-net-worth individuals—around 6.2 million people possessing a net worth exceeding USD 1 million—the demand for high-end, personalised travel experiences is surging.
The Growing Demand for Luxury Travel
Chinese luxury travellers are evolving rapidly. They are no longer just looking for exclusive accommodations; instead, they seek immersive, experience-driven journeys that combine luxury with cultural authenticity and personalisation. This shift presents an excellent opportunity for hotels and DMCs to position themselves as providers of bespoke, meaningful travel experiences that resonate with Chinese travellers’ preferences.
Moreover, spending power remains strong, with affluent travellers spending an average of RMB 300,000 (around USD 41,500) per trip, covering flights, accommodations, and unique, tailored experiences. The appetite for luxury travel is clear, and brands that cater to this demand with the right strategies can expect significant returns.
What Chinese Luxury Travellers Are Looking For
Chinese travellers have a strong preference for destinations that offer a blend of exclusivity, cultural richness, and high service standards. Popular choices include:
City Breaks: Iconic cities like London, Paris, and Dubai remain top choices, offering luxury shopping, fine dining, and cultural immersion.
Beach Destinations: Maldives, Seychelles, and Bali attract affluent Chinese travellers seeking privacy, relaxation, and high-end resort experiences.
Boutique Hotels vs. Chains: While international luxury chains remain popular, there is a growing interest in boutique properties that provide unique, intimate experiences with strong local character.
Wellness Retreats: With a rising focus on health and well-being, destinations that offer luxury wellness programs are becoming increasingly attractive.
The Role of Digital Engagement
To successfully tap into the Chinese luxury market, an effective digital strategy is essential. Platforms such as WeChat, Xiaohongshu (known as ‘RedNote’ internationally), and Douyin (China’s version of TikTok) are where affluent travellers seek inspiration, recommendations, and direct engagement with brands. Collaborating with travel influencers and KOLs is a powerful way to build credibility and awareness.
Key Considerations for Hotels and DMCs
To effectively attract and retain Chinese luxury travellers, hotels and DMCs should focus on the following key areas:
Tailored Experiences: Offering personalised services such as Chinese-speaking staff, bespoke dining experiences, and cultural touches that make Chinese guests feel valued.
Flexibility and Convenience: Providing seamless booking experiences, flexibility in itineraries, and exceptional post-stay engagement.
Sustainability Matters: Chinese travellers are increasingly valuing eco-friendly initiatives, making sustainable luxury a compelling selling point.
With the Chinese luxury travel market showing strong signs of growth, now is the time for hotels and DMCs to engage with this high-value segment. Understanding evolving preferences, leveraging digital platforms, and offering personalised, culturally aware experiences will be key to capturing the attention of Chinese luxury travellers in 2025 and beyond.
Author: Lin Yu | Managing Director | Travel World China Network Marketing Ltd.
Looking to engage with influential buyers in the Chinese travel market?
Connections Luxury Asia Pacific takes place 5–8 October 2025 in Tokyo, with a number of high-value Chinese buyers already confirmed. If you're ready to grow your business in this fast-moving market, find out more and apply to attend.