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New trends in luxury travel in China
As the travel market opens up again, luxury hotels in China are seeing occupancy rates recover, and the Ritz-Carlton hotel chain has noticed some new trends – such as more leisure travellers and a younger demographic – that will be important in the years ahead.
In its Next-Gen Luxury Travel Preferences Insight Report, the hotel brand identifies six areas, as reported in Retail In Asia, where luxury hotels will need to review their offer to meet expectations.
Six trends for luxury hotels
Experiences are crucial
Younger luxury travellers are looking for an appreciation of a destination that goes beyond sightseeing and comes from a connection with local people and culture.
High quality cuisine can be a good way of injecting local culture into a guest’s experience.
Combine high tech with a human touch
Technology enables greater convenience and personalised experiences, but next-gen luxury travellers place a high value on personal encounters. Luxury hotels have to find the correct balance.
‘Bleisure’ is a thing
Working from home during the pandemic has accelerated the trend to ‘bleisure’ – the notion that it’s possible to combine business and leisure as long as there’s internet connectivity. Hotels need to adapt to cater to the needs of this market.
Social spaces are increasingly important
Luxury hotels can develop as venues in themselves, attracting guests with unique offerings – things like art exhibitions or brand crossover launches.
Sustainability is an imperative
An eco-friendly offering is no longer a nice-to-have option – a new generation of luxury travellers is actively seeking out wellbeing and sustainable options.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。