A new study out this week reveals: 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 was unveiled at ILTM China on the 31st of October, 2018, in Shanghai.
The research 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 The 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.”
The report also uncovered :
- 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 travel brands that are leading in terms of having a family-friendly image.
Full report available on The Luxury Conversation
The full report is available to purchase on The Luxury Conversation, the business intelligence and thought-leadership platform, owned by Reuter Communications. Visit http://luxuryconversation.com/travelreport/ for the full report.
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
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