It is one of the most visible and important consumer trends of the early 21st century – the emergence of China’s wealthy set and a lifestyle which attempts to match the lifestyle of the rich and famous in North America. And a key part of the new life for these privileged Chinese consumers is luxury travel.  

Overall, Chinese outbound travelers spent an average of nearly US$3,000 (over RMB 22,000) per trip per person in 2006, according to the Nielsen China Outbound Travel Monitor report. More than one-third stayed in four-star hotels and a further 10 percent opted for five-star luxury accommodation when heading overseas.  

Destinations in Asia are currently at the top of the list, and Europe and the U.S. are becoming increasingly popular. But there are also a growing number of luxury resorts in China that offer private villa accommodation in secluded locations to attract the affluent Chinese travelers.  

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One such resort, which opened in June 2007, is Kayumanis Nanjing - a private retreat with 21 villas in the Tangshan hot springs area near Nanjing. With rates ranging from RMB 4,041.90 a night for a private villa for two to RMB 6,471.90 a night for a residence villa sleeping four, you are paying for the exclusivity. Guests are greeted with a 30-minute massage, all villas are lavishly spacious and have their own private swimming pool and open air natural hot spring pool. Leaving your villa is not required; you can enjoy a candlelit dinner on your balcony, take yoga, cooking lessons and spa treatments all there. The concept of luxury is not only about material offerings, but about providing space, time and privacy for guests. General Manager Mintoro Tedjopranoto says most Chinese guests like to do nothing when they come to the resort; they stay inside their villa to enjoy the facilities and services, especially given its complete privacy and 24-hour butler service. If they do venture out, martial arts, cycling, local market tours and cultural visits can be personally arranged for them. “Wealthy Chinese people are looking for a luxury hideaway that offers total privacy, personalized service, great surroundings, a unique concept and a spa destination to release tension after long hours spent working,” said Tedjopranoto.  Chinese people are seeking healthier lifestyles and now have disposable incomes to spend on wellness and beauty treatments. Spa resorts offer high class facilities and pleasant surroundings in which to do this.  Banyan Tree Lijiang in Yunnan is another top choice. As a luxury spa destination, the latter draws upon its established Banyan Tree Spa brand as one of its prime attractions. Retreats such as Fuchun Resort in Hangzhou, Mission Hills Shenzhen and Shanghai’s SunIsland Golf Resort combine spas and golfing. They feature private villas or chalets, expertly designed golf courses, spas, abundant restaurant choices and quiet surroundings, which together create a highly attractive package for busy city executives who want to relax.  

Customer Satisfaction

Liu Yuanping (刘源平), CEO of a Beijing-based technology company, said the number of Chinese people who spend money on luxury travel is increasing as a result of improved living standards and a rising demand for high quality lifestyles. He rates “fascinating scenery and gourmet restaurants” as the most important features of a luxury destination. High-income Chinese people who visit extravagant destinations are already familiar with the concept of luxury because they have traveled abroad extensively. Their demands do not differ greatly from those of European or American high-end travelers; they want privacy, excellent accommodation and fine dining. The most sophisticated travelers book online, often on English-language websites such as Expedia and Travelodge because they have cheaper deals, according to Derek Yang (杨灏) who is the marketing and PR manager for China at Club Med, a French company that runs 90 resorts worldwide. Ten of these resorts are located in the Asia-Pacific region and the top three with Chinese customers are the Maldives, Bali and Bintan Island which they choose because they offer exotic locations with natural surroundings. Yang termed these trips as ‘vacations’ not ‘traveling’ because guests stay in one place. They like to do very little and spend time with their family.

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