Is your spa prepared for Chinese travellers
as they return to the global stage? Fresh
research from Finn Partners and CSG
highlights the changing needs and
behaviours of the world’s largest source
of outbound tourists. Jenny Lo reports
The pandemic has not dented the hunger to travel, spend and enjoy life / photo: shutterstock/U_Photo
Affluent Chinese travellers are eager and ready to see the world again. But after almost three years of living with rigid restrictions, what’s now influencing their preferences, concerns and purchases?
Before the pandemic, China was the world’s largest source of outbound tourists and by all indications, will continue to be a powerhouse in global tourism. As the country reopens its borders, the world is ramping up to welcome back Chinese tourists.
For this reason, global travel practice Finn Partners and marketing firm Consumer Search Group Research collaborated on a study designed to glean insights into today’s Chinese tourists. The report, called Outbound Rebound 2023: The Return of Chinese Travelers, was based on 2,000 respondents (see p119) and conducted hot on the heels of the Chinese government easing travel restrictions in January 2023 to better reflect sentiment and consumer insights.
Ready, set… spend The pandemic has not dented the eagerness of affluent Chinese to travel, spend and enjoy life. Positive sentiment towards travel is not merely a function of pent-up demand but is backed by economic optimism. With borders open, wealthy Chinese people intend to boost their pre-pandemic pace of overseas travel though safety remains a top concern and will continue to influence destination choices.
Affluent Chinese travellers plan to increase spending by 15 per cent, with one in two choosing to stay in upscale or luxury hotels. They are also travelling more frequently (at an average of 5.9 trips) and indulging in longer vacations (an average of 8.7 days per trip).
This market is seeking slow, recuperative travel and wants to spend time basking in nature. Those with disposable income plan to travel like locals – immersing themselves in the local culture, going on more road trips and attending more events during future trips. An impressive 56 per cent are keen to incorporate wellness into their holidays.
Shift towards nature and wellness Camping and outdoor activities have grown in popularity during the pandemic, reflecting a shift towards nature tourism. This trend is expected to stay and extend to outbound travel, with more than 60 per cent considering natural scenery as their first priority, especially among those aged 36 or above (69 per cent).
The majority of affluent Chinese travellers in the 26-35 age group are looking for more rejuvenation/wellness experiences in their next trip (65 per cent versus 56 per cent on average), while Gen Z are keen enthusiasts of entertainment/sports events (58 per cent versus 51 per cent), as well as outdoor sports and adventures (54 per cent) such as camping, hiking, cycling and skiing.
Hotel expectations Hotel brands are becoming a deciding factor in destination choices, especially among younger travellers, who plan their vacations around locations where their favourite hotel brand has a property. But the basics are insufficient; they seek tasteful design and extensive room amenities. The expectation of the role of hotels has also expanded. Affluent Chinese travellers hope to socialise and meet new people in the hotels they stay in.
Most respondents are eager to go on the road, or up in the air, with 88 per cent of respondents saying they miss international leisure travel. This sentiment is dominant in the 26-35 age group. The desire to travel is not merely pent-up demand or so-called revenge travel. With 70 per cent of respondents very confident about the economy of China and 87 per cent saying they’re satisfied with life in general, there’s reason to believe that the increase in travel frequency, duration and related spending can be sustained.
Survey methodology
Outbound Rebound 2023: The Return of Chinese Travelers was based on 2,026 affluent Chinese travellers and conducted in January 2023. Among the respondents, 1,524 came from Tier 1, Tier 2 and Tier 3 cities across mainland China, while 502 affluent travellers in Hong Kong were also surveyed for contrast and comparison purposes.
photo: FINNPartners
Jenny Lo
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2023 issue 3
Editor's letter: Reflection point
As Spa Business celebrates its 20th birthday, Katie Barnes pauses for thought and rejoices in the industry’s evolution
Spa People: 20th anniversary issue: Anna Bjurstam
The strategic senior advisor at Six Senses and Raison d'Etre on being initiated as a shaman, why psychedelics are here to stay and her bigger fear for the global spa industry
Promotion: Klafs: Relax into wellbeing
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Jeremy McCarthy: Theory of evolution
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Promotion: Comfort Zone: A brighter future
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the Art of Cryo Tech-Spa Module is a chance to re-set and rejuvenate together
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Is your spa prepared for Chinese travellers
as they return to the global stage? Fresh
research from Finn Partners and CSG
highlights the changing needs and
behaviours of the world’s largest source
of outbound tourists. Jenny Lo reports
The pandemic has not dented the hunger to travel, spend and enjoy life / photo: shutterstock/U_Photo
Affluent Chinese travellers are eager and ready to see the world again. But after almost three years of living with rigid restrictions, what’s now influencing their preferences, concerns and purchases?
Before the pandemic, China was the world’s largest source of outbound tourists and by all indications, will continue to be a powerhouse in global tourism. As the country reopens its borders, the world is ramping up to welcome back Chinese tourists.
For this reason, global travel practice Finn Partners and marketing firm Consumer Search Group Research collaborated on a study designed to glean insights into today’s Chinese tourists. The report, called Outbound Rebound 2023: The Return of Chinese Travelers, was based on 2,000 respondents (see p119) and conducted hot on the heels of the Chinese government easing travel restrictions in January 2023 to better reflect sentiment and consumer insights.
Ready, set… spend The pandemic has not dented the eagerness of affluent Chinese to travel, spend and enjoy life. Positive sentiment towards travel is not merely a function of pent-up demand but is backed by economic optimism. With borders open, wealthy Chinese people intend to boost their pre-pandemic pace of overseas travel though safety remains a top concern and will continue to influence destination choices.
Affluent Chinese travellers plan to increase spending by 15 per cent, with one in two choosing to stay in upscale or luxury hotels. They are also travelling more frequently (at an average of 5.9 trips) and indulging in longer vacations (an average of 8.7 days per trip).
This market is seeking slow, recuperative travel and wants to spend time basking in nature. Those with disposable income plan to travel like locals – immersing themselves in the local culture, going on more road trips and attending more events during future trips. An impressive 56 per cent are keen to incorporate wellness into their holidays.
Shift towards nature and wellness Camping and outdoor activities have grown in popularity during the pandemic, reflecting a shift towards nature tourism. This trend is expected to stay and extend to outbound travel, with more than 60 per cent considering natural scenery as their first priority, especially among those aged 36 or above (69 per cent).
The majority of affluent Chinese travellers in the 26-35 age group are looking for more rejuvenation/wellness experiences in their next trip (65 per cent versus 56 per cent on average), while Gen Z are keen enthusiasts of entertainment/sports events (58 per cent versus 51 per cent), as well as outdoor sports and adventures (54 per cent) such as camping, hiking, cycling and skiing.
Hotel expectations Hotel brands are becoming a deciding factor in destination choices, especially among younger travellers, who plan their vacations around locations where their favourite hotel brand has a property. But the basics are insufficient; they seek tasteful design and extensive room amenities. The expectation of the role of hotels has also expanded. Affluent Chinese travellers hope to socialise and meet new people in the hotels they stay in.
Most respondents are eager to go on the road, or up in the air, with 88 per cent of respondents saying they miss international leisure travel. This sentiment is dominant in the 26-35 age group. The desire to travel is not merely pent-up demand or so-called revenge travel. With 70 per cent of respondents very confident about the economy of China and 87 per cent saying they’re satisfied with life in general, there’s reason to believe that the increase in travel frequency, duration and related spending can be sustained.
Survey methodology
Outbound Rebound 2023: The Return of Chinese Travelers was based on 2,026 affluent Chinese travellers and conducted in January 2023. Among the respondents, 1,524 came from Tier 1, Tier 2 and Tier 3 cities across mainland China, while 502 affluent travellers in Hong Kong were also surveyed for contrast and comparison purposes.
photo: FINNPartners
Jenny Lo
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2023 issue 3
Editor's letter: Reflection point
As Spa Business celebrates its 20th birthday, Katie Barnes pauses for thought and rejoices in the industry’s evolution
Spa People: 20th anniversary issue: Anna Bjurstam
The strategic senior advisor at Six Senses and Raison d'Etre on being initiated as a shaman, why psychedelics are here to stay and her bigger fear for the global spa industry
Promotion: Klafs: Relax into wellbeing
Klafs and Studio F. A. Porsche have combined their design and wellness expertise to create an oasis for total-body relaxation
News report: Eastern promise
Japan’s spa industry is valued at US$4.2 billion and is part of the world's third highest-performing wellness economy
Jeremy McCarthy: Theory of evolution
From spa to wellness and now leisure – Spa Business’ contributing editor looks at where hospitality experiences are heading
Promotion: Lemi: Built to last
Lemi is committed to leading with innovation to create
cutting-edge treatment room solutions that excel
in terms of performance and eco-credentials
Promotion: G.M. COLLIN: Collagen pioneers
GM Collin’s expertise in collagen research and product formulation has resulted in the creation of a new serum that combats age-related skin degeneration
Promotion: Comfort Zone: A brighter future
Consumers are increasingly interested in reducing dark spots and hyperpigmentation and a new line from Comfort Zone has been launched to address this emerging need
Promotion: Art of Cryo: Life changing experience
Vikki and Robbie are often exhausted after work. A visit to the spa to experience
the Art of Cryo Tech-Spa Module is a chance to re-set and rejuvenate together
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively
to CLADmag about his mission to spread joy, the power of play, and his bold approach to using
colour (including the colours you won’t see in his work).
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn)
entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials
proposing a large-scale theme park and sports destination as part of a broader tourism and
economic development strategy.
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