CHINA, HK & TAIWAN

Marriott International Study: Redefining today’s Chinese luxury travelers

“Understanding the evolving desires of Chinese luxury travelers is paramount for us to continue delivering exceptional experiences that resonate with our guests,” said Bart Buiring, Managing Director, Luxury, Greater China, Marriott International. “The findings in this report reaffirm our commitment to champion innovation, authenticity, and personalized service, ensuring that we remain at the forefront of China’s dynamic luxury travel market.” The report offers a comprehensive overview of the Chinese luxury travel segment, highlighting its exponential growth trajectory fueled by rising affluence, increased discretionary spending power, and a burgeoning middle class. From opulent vacations in exotic locales to bespoke experiences curated for discerning tastes, luxury travel in China has evolved into a nuanced pursuit of exclusivity, authenticity, and cultural immersion. Marriott International Luxury Group, with its portfolio of eight dynamic luxury brands, is at the forefront of catering to the evolving desires of today’s discerning luxury travelers. Luxury Group’s approach to luxury emphasizes creating highly contextualized, unique brand experiences that resonate with modern travelers’ quest for exclusivity and personal growth. Factors Influencing the Change in the Chinese Luxury Travel Market Several factors have contributed to the transformation of the Chinese luxury travel market, including changing attitudes towards luxury consumption, the proliferation of digital platforms and social media, and the emergence of experiential luxury. Bain’s latest China luxury report forecasts robust growth in the luxury market, with Chinese consumers increasingly returning to purchasing luxury within China. Key Findings from the Report

• Attitude Shifts: Mature travelers prioritize exclusivity, while the young generation seeks uniqueness. Young generation is drawn to quiet luxury and niche brands that resonate with their identity. Additionally, their preferences are shifting towards community-based experiences and global connections, with less emphasis on social interaction among mature luxury travelers in China.
• Digital Influence: The proliferation of digital platforms and social media has shaped consumer perceptions and driven demand for unique, Instagram-worthy experiences. Chinese travelers, often called “digital natives”, rely heavily on online reviews, recommendations, and social media influencers to inform their travel decisions.
• Experiential Luxury: Affluent Chinese travelers seek meaningful encounters that foster cultural exchange, intellectual stimulation, and spiritual rejuvenation. Luxury travel is no longer just about opulence; it is about creating memorable experiences that leave a lasting impression.

Perspective on Future Growth As the Chinese luxury travel market evolves, opportunities arise for stakeholders across the travel industry to capitalize on this burgeoning demand. By embracing a holistic approach to luxury travel that emphasizes sustainability, wellness, and experiential enrichment, businesses can forge deeper connections and foster brand loyalty in an increasingly competitive market landscape. The evolving desires of Chinese luxury travelers underscore the dynamism and adaptability of the global luxury travel industry. By understanding Chinese travelers’ nuanced motivations and aspirations, stakeholders can unlock the full potential of this growing market segment. Embracing innovation, fostering collaboration, and prioritizing authenticity are key to shaping China’s future of luxury travel. For more information on the report, please visit here. About Marriott International Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 8,900 properties across more than 30 leading brands in 141 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company offers Marriott Bonvoy®, its highly awarded travel program.  For more information, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com.  In addition, connect with us on Facebookand @MarriottIntl on X and Instagram. About Marriott International Luxury PortfolioWith an unrivaled portfolio of eight dynamic luxury brands, Marriott International is creating authentic, rare, and enriching experiences sought by today’s global luxurian. Spanning all corners of the world, Marriott International’s luxury brands group offers a boundless network of more than 500 landmark hotels and resorts in 70 countries and territories through The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels. From the world’s most iconic destinations to the ultimate undiscovered gems, the international hospitality leader’s collection of luxury brands is focused on elevating travel with highly contextualized, nuanced brand experiences that signal the future of luxury by allowing guests to indulge their passions while sparking personal growth.About Marriott Bonvoy® Marriott Bonvoy’s extraordinary portfolio offers renowned hospitality in the most memorable destinations in the world, with more than 30 brands that are tailored to every type of journey. From The Ritz-Carlton and St. Regis to W Hotels and more, Marriott Bonvoy has more luxury offerings than any other travel program. Members can earn points for stays at hotels and resorts, including all-inclusive resorts and premium home rentals, and through everyday purchases with co-branded credit cards. Members can redeem their points for experiences including future stays, Marriott Bonvoy Moments™, or through partners for luxurious products from Marriott Bonvoy Boutiques®. To enroll for free or for more information about Marriott Bonvoy, visit marriottbonvoy.com.

SOURCE Marriott International

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