Skift Take

Chinese outbound travel is hard to understand without understanding retail shopping as part of the mix. Rich Chinese travelers take that to a whole new level.

China’s wealthy are travelling less overseas but spending more while abroad, according to a new study. The findings were based on a survey of 100 Chinese individuals worth at least 10 million yuan ($1.6 million), conducted by Hurun Report and the International Luxury Travel Market (full report embedded below).

The study found that the respondents’ top overseas travel destination, France, remained unchanged from last year, as did their preferred hotel brand, Shangri-La. However, they went on just 2.8 trips overseas last year, down from 3.2 in 2011.

Top international destinations for Chinese rich:

Region Popularity (by percentage)
France 34
United States 33.8
Singapore 26.5
Switzerland 23.1
UK 22.2
Italy 20.9
Australia 19.4
Dubai 17.1
Germany 16.2
Maldives 13.9
Japan 13.5
Canada 12.6
Korea 12
Thailand 11.1
New Zealand 10.9

Source: Hunan Report Chinese Luxury Consumer Survey 2013

Chinese rich are traveling less in 2013, compared to 2012 and 2011:

Screen Shot 2013-06-03 at 11.03.29 PM

Full Hurun Report: The Chinese Luxury Traveler 2013:


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Tags: china, china outbound, luxury

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