REPORT: Next Gen Luxury Travelers: Affluent Chinese Families

Click HERE for the full report.

95% of Affluent Chinese Travellers Let Their Child Make the Travel Choices

Latest Report from The Luxury Conversation reveals experiences for children are the most important aspect for Chinese millennials when planning trips overseas.

“Luxury Little Emperors” dictate everything from hotel brands, to experiences and food choices

75% of luxury millennials say a hotel’s sustainability and green credentials are key

Hilton number 1 for luxury families

Shanghai, October 31 2018: 95% of luxury Chinese millennials will choose their next holiday based on their child’s preference. The latest report from The Luxury Conversation, the intelligence platform focusing on luxury in China and Asia, outlines new trends and preferences of Chinese Millennials now traveling with young children. The research report, in partnership with ILTM is entitled: ‘Next-Gen Luxury Travellers: Affluent Chinese Families.’ The data was drawn from over 400 affluent families across China.* The report will be unveiled at ILTM, which kicks off on the 31st of October, 2018, in Shanghai.

The report takes a deep dive into luxury Chinese millennials, and specifically how they travel as families. Born after 1980, these affluent, luxury-loving Chinese millennials not only love to travel – but they are now parents with young children. The decades-long one-child policy and unique socio-cultural factors have concentrated the focus of parents and grandparents into raising the ‘little emperor’ – the child of the family.

Chloé Reuter, Co-Founder of Luxury Conversation, said: “The “luxury” Little Emperor is a fascinating phenomenon. They now play the key role in steering travel destinations: in terms of experiences, destinations and hotel choices. As an example, we were amazed to discover that organic food options for children in hotels are a key decision-defining factor.”

ILTM China Event Manager, Andy Ventris added, “Reuter Communications were the ideal partner for the first ILTM China, thanks to their expertise on the luxury market in China. We pride ourselves on delivering the best platform to help luxury travel businesses grow, and part of that is ensuring we are offering insights to help inform decisions. This report uncovers real decision drivers for affluent Chinese travellers’, and will no doubt support all of our partners who are targeting this lucrative and complex marketplace.”

The report also uncovered several insights that are relevant for brands looking to better understand and engage the Chinese millennial:

· Holidays are driven by child-satisfaction: ‘Child-friendly activities’ was the top choice of our respondents in determining their travel choice.

· Sustainability & wellness are in demand: Over 75% of respondents see the hotel’s commitment to sustainability as ‘very important’.

· Adventure and extreme experiences are trending: 93% of consumers surveyed are ‘very interested’ to take their child on an Arctic or a safari adventure.

· They are hyper-connected: 94% see mobile check-in and 95% see a WeChat-integrated customer service function as ‘very important’.

· The report also reveals the travel brands that are leading in terms of having a family-friendly image.

For the full report, please click here.

The full report will be available to purchase from The Luxury Conversation, the business intelligence and thought-leadership platform, owned by Reuter Communications.

Along with insights and takeaways which give businesses the knowledge on how to engage with, capture and delight their key target customer, the full report includes data from the respondent survey. These include topics such as digital connectivity, check-in and resort feature preferences, where and how they learn travel information, brand preferences (hotel and flight), opinions on eco, extreme and adventure travel, destination plans, purchase behaviours and much more.

*Report research conducted by Reuter : Intelligence


About Reuter Communications

Reuter Communications is a luxury intelligence, digital, communications and marketing agency connecting luxury brands and businesses with Asia’s affluent consumer.

With offices in Shanghai, Hong Kong, Singapore and Dubai, we represent some of the world’s most celebrated luxury and premium brands. Our clients include Sotheby’s, Harrods, Swire Hotels, The Estée Lauder Companies and Swarovski.

Reuter Communications owns The Luxury Conversation (


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