The purpose of the 23-page report is to help international luxury travel suppliers make head and tails of the Chinese luxury consumer and begin to answer the questions of how they are influenced and make their bookings.

This is the second consecutive year that Hurun Report has cooperated with ILTM Asia to publish the Chinese Luxury Traveler White Paper.

Key Findings:

• The National Day break in October is the most preferred time for travelling, followed closely by the Spring Festival in Jan/Feb.
• The Chinese luxury traveler travels in an average group of 9 persons, and travels for 8 days, spending no more than three nights in the same hotel.
• Chinese tourists spend an average of 813 Euros per trip solely on tax free shopping, putting them clearly ahead of Russian tourists
• Shangri-La tops the list as the most preferred luxury hotel brand, followed closely by Hilton in second place. Ritz-Carlton has risen to third.
• 55% ofChinese luxury travelerschoose their travel destination themselves and leave bookings to travel agencies, family members or personal secretaries.
• When choosing a hotel, nearly 60% of Chinese luxury travelers regard the reputation of the hotel to be most important, followed closely by its geographical location.
• France continues to be the most popular luxury destination, followed by the US and Australia. Maldives continues meteoric rise in popularity, up to fourth whilst in Europe Switzerland is the star performer
• Shanghainese luxury travelers have a better understanding of international travel compared Beijing counterparts
• New to this year's white paper is research on Chinese outbound buyers and international luxury travel suppliers surveyed by Hurun Report and ILTM.

Our data comes from the face-to-face interview with over 150 millionaires during April to May 2012, as well as the questionnaire investigation to see their travelling and going abroad situation. Most of them comes from Shanghai and Beijing, 80% of them are male and 37 years old in average.

Furthermore, the data collection also included B2B data from ILTM by investigating domestic travel agencies and international hotel, as well as the data of Global Blue tourism consumption. Additionally, the report is also combined with the research result from Hurun Best of Best Survey over the years.

This is the second consecutive year that Hurun Report has cooperated with ILTM Asia to publish The Chinese Luxury Traveler White Paper. The Chinese luxury travel market is flourishing and shows promising signs of stable growth, with the number of Chinese out-bound tourists set to reach 77 million, a staggering increase of 12% year on year (according to the National Tourism Administration).

Rupert Hoogewerf, Chairman and Chief Researcher of Hurun Report said, "We are delighted that Hurun Report and ILTM are again cooperating and publishing The Chinese Luxury Traveler White Paper. We are honored that we have been the media partner of ILTM Asia for six consecutive years. ILTM has established an absolute leadership position in the Global Luxury tourism industry, and Chinese luxury travelers are the travel industry's hot topic."

Exhibition Director of ILTM Asia, Alison Gilmore said, "With its in-depth knowledge of China's rich and a clear leading role in the Chinese luxury traveler market, ILTM Asia is delighted to be working with Hurun Report for the sixth consecutive year in revealing this exclusive research."

Domestic and International Travel Trends

Chinese luxury travelerstook an average of 20 days holiday in 2012, an increase of 5 days from that of last year. The frequency of travelling abroad remains stable. The Chinese luxury travelerwill go abroad an average of 3.2 times a year in 2012, whilst for the Super-Rich the figure is more than 4 times per annum. The main reasons for going abroad are holidays and business; among the Super-Rich overseas business trips are more common than overseas holidays.

Main Reasons for Travelling Abroad

Data source: Hurun Best of Best Survey 2012

On average, the Chinese luxury travelertravel 3.6 times domestically and 2.4 times internationally. The Super-Rich make an average of 4.2 trips domestically and 3.4 trips overseas (the greater their wealth, the more travel options they have and the more trips they make).

Sanya (Hainan Island), Hong Kong and Yunnan are the top three destinations in China, while Tibet rose to 4th place from 6th place last year. In addition, 64% of Chineseluxury travelersown a vacation house, of which 27% are in Sanya and 11% in Hong Kong.

Among foreign destinations, France continues to be the most popular, followed by the US and Australia – though the wealthier the individual, the greater their preference for the US and the Maldives. Interest in Dubai is also growing, particularly among China's Super-Rich. Of note, 12% of Chinese luxury travelersown a vacation house in Australia, which is a slight increase from that of last year.


Data source: Hurun Best of Best Survey 2012

Most Preferred International Travel Destinations – Beijing Luxury Travelers

The US is the most preferred international destination for Beijing luxury travelers, closely followed by France. Switzerland, Hawaii, New Zealand and Britain are preferred more by Beijing luxury travelerswhen compared to Chinese luxury travelerscollectively, whilst Australia is comparatively less preferred.


Data source: Hurun Best of Best Survey 2012

Most Preferred International Travel Destinations – Shanghai Luxury Travelers

The USis similarly the most preferred international destination of Shanghai luxury travelers. The Maldives and Japan are particularly preferred by Shanghai luxury travelers, as compared to luxury travelersfrom other cities.


Data source: Hurun Best of Best Survey 2012

Travel Schedule

The Chinese luxury traveler'strips overseas are usually spread over the national holiday periods, with the National Day break in October being the most preferred time.


Data Source: 2012 ILTM Domestic Travel Agency Survey

Tour Group

Chinese luxury travelersusually follow a tour group when travelling abroad. A Chinese tour group has an average of 9.1 persons, with more than 60% of such groups containing 3-10 people.

The journey these groups embark on last for an average of 8.5 days. Chinese luxury travelersusually organize their travel schedule by themselves, typically booking through travel agencies, or attaining the assistance of family members or personal secretaries.




Hotel Reservation

Chinese travelers stay in a hotel for 2.6 nights on average, with over 90% staying for less than 5 nights, and half staying for 3-5 nights. The average group size of Chinese travelers checking in a hotel comprised 8.2 people. Half of Chinese luxury travelersmake hotel reservations by themselves, booking through travel agencies, whilst the other half seek the assistance of local business partners or friends.

Shangri-La tops the list as the most preferred hotel brand among Chinese luxury travelers, followed closely by Hilton in second place. Ritz-Carlton has risen to third.

The Most Preferred Hotel Brands for China's Rich

Index Calculation Method: Derived from the preferential percentage of each hotel and converted to an index indication within 100 points – the higher the percentage, the higher the index indicator out of 100 points.

Private-Banking

60% of Millionaires (those with assets of more than USD 1 million)want their private bank to provide luxury travel advice. Half want health-related value-added services, while more than 1/3 favour services related to their children's education. Millionairesare greatly interested in value-added services provided by private banking - to increase knowledge, provide entertainment, and offer a chance to expand one's social circle.

Chinese Shoppers account for 20% of Total Global Expenditure on Tax Free Shopping

For the second consecutive year, Chinese travelers take top spot in terms of tax free shopping, accounting for 20% of all tax free shopping purchases made within Global Blue, an increase of 18% compared to that of last year.

In the past year, the average amount spent on shopping by Chinese tourists was 813 Euros, an increase of 44% over the last two years. In contrast, the average spend on shopping by global travelers has remained relatively stable, increasing only 12.5% within the last two years.

Overseas Study

Children's education was undeniably the most important issue for Chinese Millionaires. 85% of Millionaires plan to send their child overseas to study, while among the Super-Rich the figure is 90%.

High school and university are seen as the most suitable periods in a child's development for overseas study.The most favored destinationfor overseas studyis the US, with the UK and Canada following closely behind. The Top 3 choices for overseas education have remained the same for the past 4 years.

Immigration

The attitude and perspectives of Chinese Millionaires towards sending their children overseas for study reflects opinions on where to emigrate. More than 60% Chinese Millionaires have already emigrated or have plans to do so in the near future. The most favored destinations are the US and Canada.

Overseas Investment

The boom in overseas education for their children and a desire to live abroad has driven Chinese Millionaires to invest more readily overseas. One third of Millionaires own investable assets overseas, with this figure reaching 55% for Millionaires in Southern China.

Overseas assets account for 19% of Millionaires' total assets. Of those who do not possess assets overseas as of yet, nearly 30% have plans to invest overseas in the next three years. Chinese Millionaires invest mainly in overseas real estate. In addition, many Millionaires own vacation homes overseas.

Download The Chinese Luxury Traveler White Papr here:

http://img.hurun.net/hmec/2012-06-04/201206040930327901.pdf

A History of Hurun Report and Luxury Travel

• Hurun Reporthas cooperated with ILTM for six consecutive years, as ILTM's official media partner.
• Hurun Reportis also the official media partner of ILTM Cannes 2012 to be held in December this year
• Hurun Reporthas remained the official exclusive partner of ILTM Asia since its founding, demonstrating our authoritative position and leadership in the luxury travel market
• Hurun Presidential Suites Awards 2009 - Present
• Hurun Report hosts the Hurun Presidential Suites Awards in cities across China and is looking to take the series global. These awards endeavor to facilitate and shape China's luxury travel market, by recognizing a wide-range of outstanding luxury hotels and enhancing unique guest experiences. Awards are presented to the best presidential suites, executive suites, executive lounges, luxury villas, swimming pools and health clubs.
• Hurun Hot Hotels 2010 (June) – Hurun Report identifies the most popular hotels newly opened in the past 18 months
• June 2010, Hurun Report hosted "The World at Their Fingertips: Ecotourism through the Lenses of China's Entrepreneurs" in Shanghai. An exhibition of the photography by six top Chinese entrepreneurs, who possess a passion for eco-tourism and photography.

About ILTM

ILTM Asia 2012 is the sixth edition of the world's leading annual event for the global elite of luxury travel brands, products and experiences to meet with the most discerning buyers from across the Asia-Pacific.

The event hosts 446 Buyers from 20 countries, including, for the first time, 231 new buyers in over 17,000 pre-scheduled one-to-one appointments with exhibitors.  With high-end leisure travel ideas from almost 450 suppliers representing all sectors of the luxury travel market, the event will showcase experiences from hidden luxury to wild escapes, exclusive hideaways to exotic secret addresses, elite transportation to wellness retreats and spas and ultimate travel experiences.

For further information, see www.iltm.net/asia