Luxury Travel Trends in China White Paper

The Luxury Travel Trends in China White Paper, a collaborative research project by DONG Luxury Travel Collection in partnership with Dragon Trail International, provides a comprehensive analysis of the Chinese high-net-worth individual (HNWI) travel market. Based on surveys of HNWIs, luxury travel agents, and luxury hospitality partners, as well as interviews with senior executives, the report offers a nuanced portrait of a segment that prioritizes international exploration and ultra-personalized experiences over material goods.

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At nearly 100 pages, the white paper shares a wealth of industry insights and advances our understanding of and ability to deliver outstanding services and products catering to the Chinese HNWI market.

We begin by getting to know who these travelers are, and the impressive size and potential of China’s luxury travel segment – which is currently driving the recovery and growth of the world’s highest-spending outbound travel market. Through survey data and interviews, the white paper reveals what Chinese HNWI travelers value the most, their preferences, their motivations and desires for the travel experience. We see where they are going, when, for what purpose, and how they book their trips.

Analyzing the key decision factors behind Chinese HNWIs’ travel, we offer insights on how to build brand reputation, balance personalization with privacy, and deliver the full travel and hospitality experience these travelers are seeking now.

Our research also shines a light on how to navigate new developments for the market, including the best ways to deploy new technologies like AI, and how to increase sustainability in a way that enhances rather than diminishes the luxury travel experience. We examine the key challenges and opportunities for the industry now and into the future, with real examples and concrete suggestions to guide suppliers.

With a focus on the hotel and cruise landscapes, the white paper offers particular value to the hospitality industry, but provides timely insights for anyone hoping to effectively and successfully engage the valuable and highly competitive Chinese luxury travel market.

A collaboration between DONG Luxury Collection and Dragon Trail International, the Luxury Travel Trends in China white paper was first released at the 9th edition of DONG Connection in April 2026. For questions about the white paper, including media inquiries and permissions to share or reprint the report content, please write to communications@dragontrail.com or connection@36dong.com.