A YEAR OF RECONNECTION AND REINVENTION
As international borders reopen and outbound tourism regains momentum, 2024 marks a pivotal chapter for China’s travel resurgence. With passenger volumes nearing pre-pandemic levels and outbound traffic expected to exceed 2019 benchmarks, the Chinese travel market is poised for exponential growth.
To better understand this dynamic demographic, EternityX partnered with Tongcheng Travel (LY.COM) to conduct the “2025 Insights into Chinese Affluent Travellers’ Outbound Preferences” survey. The findings, derived from 810 high-tier respondents, highlight key travel motivations, preferences, and spending patterns.
Cynthia Li, Head of Business Development, SEA at EternityX, describes:
“2024 is not just a rebound year – it’s a reimagining of what travel means for Chinese tourists. The data reveals not just where they want to go, but how they want to feel and what they expect from the journey.”
KEY FINDINGS: UNLOCKING OPPORTUNITIES IN AFFLUENT TRAVEL
1. Frequent and Luxury-Focused Travel:
The survey reveals that over 80% of affluent Chinese travellers plan two or more outbound trips in the next year, with those earning over 30,000 RMB per month expected to take three or more.
Spending trends reflect their prioritisation of luxury, with nearly one-third allocating budgets exceeding RMB¥30,000 per person per trip.
2. Personalisation and Exclusivity Drive Decisions:
Travellers increasingly seek bespoke offerings that blend exclusivity with authenticity. Hotels from renowned global chains lead preferences, valued for their premium amenities, scenic locations, and brand reputation.
Remy Wong, Head of Business Success at EternityX, highlights this shift:
“Affluent travellers are not just looking for destinations – they are looking for stories. Brands that can deliver personalised, memorable experiences will win their loyalty and spending power.”
3. The Digital Advantage:
Chinese travellers rely on digital platforms like Xiaohongshu and Douyin during their planning phases, while WeChat and Alipay lead in-trip engagement. Social media influence, combined with peer reviews and influencer endorsements, plays a crucial role in shaping decisions.
4. Evolving Motivations by Demographic:
- Younger travellers favour immersive adventures such as concerts and sports.
- Middle-aged travellers balance leisure with practical benefits like medical tourism or property investment.
- Across all age groups, cultural experiences, high-end shopping, and gastronomy remain pivotal motivators.
STRATEGIC IMPLICATIONS FOR BRANDS
1. Personalised Engagement Across Demographics
Tailored campaigns are no longer optional but essential…
- For Younger Audiences (25–34): Focus on tech-savvy content like livestream shopping events and immersive brand experiences.
- For Middle-Aged Travellers (35–54): Highlight family-friendly packages, medical tourism, and luxury property investment tours.
- For Tier-2 Markets: Develop aspirational messaging that introduces exclusive experiences previously targeted at Tier-1 cities.
2. Build Trust Through Digital Storytelling
Social proof drives decisions, and platforms like Douyin, Xiaohongshu, and WeChat dominate every stage of the travel journey. Action steps include:
- Collaborating with influencers to showcase authentic experiences.
- Leveraging testimonials and peer reviews in campaigns.
- Creating engaging content formats such as short videos, interactive polls, or AR travel previews.
3. Always-On Marketing Strategies
- With 32% of travellers booking within 15–30 days, businesses need constant visibility. It is imperative to continue or start:
- Use of programmatic advertising to target travellers at the right touchpoints.
- Develop campaigns tailored for Golden Weeks and major travel seasons like Spring Festival.
- Maintain retargeting strategies to engage last-minute planners.
4. Prioritise High-Quality, Sustainable Luxury
Affluent travellers increasingly value sustainability and exclusivity in their choices. Brands can continue or start to:
- Emphasise eco-friendly travel packages and green certifications for accommodations.
- Highlight craftsmanship and cultural authenticity in product offerings.
- Develop loyalty programs that reward sustainable travel behaviours.
5. Seamless Omnichannel Integration:
Travellers expect a blend of digital and offline experiences. Brands should…
- Ensure consistency across e-commerce, mobile apps, and in-destination services.
- Provide multilingual, real-time customer support via WeChat or similar platforms.
- Use QR codes and geo-targeting to guide travellers to offline experiences.
THE FUTURE OF TRAVEL IS HERE
BY CHARLENE REE, CEO & FOUNDER, ETERNITYX MARKETING TECHNOLOGY
“The theme of ‘Living It Up’ is not just a slogan – it is a philosophy for how we approach the opportunities ahead. Chinese affluent travellers are rewriting the rules of luxury and experience, challenging brands to innovate and connect like never before.
At EternityX, we are committed to empowering brands with the tools and strategies to seize this opportunity. By embracing personalisation, cultural resonance, and digital excellence, we can not only meet expectations but redefine the very nature of travel for years to come. This is not just a resurgence; it is an evolution – and we are here to lead the way.”
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