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1、 CHINA NEXT:THE FUTURE OF LUXURY TOURISMGLOBETRENDERI N A S S O C I A T I O N W I T H 2 TONGDIGITAL.COM GLOBETRENDER.COMINTRODUCTIONAlthough China experienced a sharp 6.8%decline in GDP at the beginning of the year as a result of the pandemic,its economy is expected to rebound by 7.7%in 2021.Thanks
2、to cheap airfares,domestic flights are back at pre-pandemic levels and tourism within Chinese borders is booming,so things are looking brighter.When it comes to travel,the Chinese are the biggest spenders on Earth.According to GlobalData,they spent US$361.9 billion on international trips in 2019 how
3、ever,this figure will be severely reduced in 2020.Euromonitor International predicts that Chinese spending on travel in Western Europe alone is expected to halve from US$22.8billion in 2019 to attitudes and regulations.Regardless of the pandemic,the sentimentsand habits of wealthy Chinese travellers
4、 have been changing,with an observed shift to more experiential and less retail-focused trips,especially among younger people.As the crisis unfolds,we will see a number of trends emerging and accelerating.First and foremost will be domestic travel within China,which has previously not been seen as b
5、eing as desirable just US$10 billion this year.Meanwhile,Oxford Economics estimates that restrictions on people from China entering the US will cost the countrymore than US$10.3 billion in visitor spending.Last year,the 2.8million people travelling from China to the US each spent an average of US$6,
6、000.Before Covid-19,China was on track to become the worlds biggest economy(it probably still will be)and an ever-greater source of outbound tourism.However,as this report reveals,increased xenophobia and country blockades mean Chinese travellers may not be welcome in many places.For the luxury trav
7、el market,this will be disastrous unless efforts are made to change these CHINA NEXT:THE FUTURE OF LUXURY TOURISMCover image:Adobe StockWelcome to China Next:The Future of Luxury Tourism,a Globetrender report published in October 2020 and sponsored by TONG,the UKs leading cross-cultural consultancy
8、and creative agency with an exclusive focus on China.This year,China has been in the headlines for all the wrong reasons and as a consequence is suffering from a huge perception problem.Not only was it the source of the global Covid-19 pandemic,but it has been embroiled in a bitter trade war with th
9、e US.It has also been heavily criticised for a new security law that restricts the freedoms of people living in Hong Kong,among other human rights contraventions.Download Globetrenders Future of Luxury Travel Forecast:2020-2025Download Globetrenders Travel in the Age of Covid-19 reportIN ASSOCIATION
10、 WITHGLOBETRENDERT H E F U T U R E O F T R A V E LTRAVEL IN THE AGE OF COVID-19or prestigious as going abroad.To move forward and rebuild,the travel industry must find ways to entice Chinese travellers back and generate confidence.A big part of this will come down to understanding who these high-inc
11、ome individuals are,how they have been changed by the pandemic and what they are looking for from travel.Its also important to remember that the politics of a country can and must be separated from its citizens,and that travel is ultimately a force for good.Jenny Southan Editor and founderGLOBETREND
12、ER.COM/DOWNLOADS 3 TONGDIGITAL.COM GLOBETRENDER.COMABOUT GLOBETRENDERJENNY SOUTHAN,EDITOR AND FOUNDERJenny Southan has 13 years worth of experience working as a travel journalist,including ten years as features editor of Business Traveller magazine.As well as running Globetrender,she freelances for
13、titles such as Cond Nast Traveller,The Telegraph and Mr Porter.Ever since visiting the 798 Art District in Beijing she has been fascinated by the creativity and innovation coming out of China,and the cultural richness it offers as a travel destination.ANTHONY PEARCE,DIRECTORAnthony Pearce is the co-
14、founder of Waterfront and has been working in journalism for more than a decade.He worked for magazines including Time Out,NME and ShortList and newspapers such as The Independent and The Sunday Times.Hes long been fascinated by China,particularly life outside its major cities.High on his list is sa
15、iling down the Yangtze river to explore itsancient villages and a visit to the Zhangjiajie National Forest Park to see its otherworldly karst pillars of sandstone.SAM BALLARD,DIRECTORSam Ballard has worked in the travel industry for ten years,visiting destinations as diverse as South Africa,Burma an
16、d Antarctica.He is one of the founders of Waterfront Publishing,which specialises in creating magazines for travel clients including ABTA,the travel association,as well as tourist boards and tour operators.He had been due to make his first visit to China last April to Hong Kong to see the Rugby Seve
17、ns but Covid-19 put paid to that.ABOUT GLOBETRENDERGlobetrender is a digital magazine and trend forecasting agency dedicated to the future of travel.Founded by award-winning travel journalist Jenny Southan,it delivers cutting-edge insights into the ways people travel in the 21st century.Run by a tea
18、m of highly experienced journalists,editors and trend forecasters,its editorial and consulting services are there to arm you with the knowledge you need to future-proof your company.IN ASSOCIATION WITH WATERFRONT PUBLISHINGWaterfront Publishing(waterfront-)is an independent magazine publisher based
19、in East London.It creates print,mobile and online media,and provides editorial,design,proofreading and marketing services.It is the publisher of ABTA Magazine and Cruise Adviser,both aimed at the travel trade.4 TONGDIGITAL.COM GLOBETRENDER.COMAUTHORSMARISA CANNONMarisa Cannon is a travel writer and
20、editor,formerly deputy editor of British Airways Business Life and Firstmagazines and staff writer atBusiness Traveller magazine.Born in Hong Kong,she spent her early career travelling around Asia covering business,travel and the corporate events sector,and has since worked as an editor for brands s
21、uch as British Airways,Jaguar Land Rover,Regus and IAGCargo.KATE SPRINGERFrom her home base in Hong Kong where she has been for the past eight years,American journalist Kate Springer has contributed to CNN Travel,BBC Travel and Vogue,among others.She is also the director of Springer Creative content
22、 agency and a Forbes Travel Guide correspondent.Kate has visited China more than a dozen times,exploring the countrys vast culinary traditions,natural scenery and diverse architecture while updating Fodors travel guidebooks.SAM BRAYBONSam Braybon lives in Shanghai.For the past 15 years he has worked
23、 with companies and individuals to plan luxury private tours,expeditions and events across every province of China.He is currently director of Bespoke Travel Company,helping visitors to explore and understand the complexities of one of the worlds most exciting and dynamic countries through custom-ma
24、de tours and experiences.He has been named a Travel Specialist for China by Cond Nast Travelermagazine.TAMSIN COCKSTamsin Cocks is the managing editor of Discovery,the in-flight magazine for Cathay Pacific,and was previously editor of Business Traveller Asia Pacific,covering the luxury travel market
25、 in greater China and Asia.Based in Hong Kong for the past seven years,she has travelled extensively across the region,reporting on trends in aviation,hospitality and travel,and how these have been shaped by the meteoric rise of the Chinese traveller.MARIANNA CERINIBased in Asia since 2010,Marianna
26、Cerini spent her formative writing years in Beijing and Shanghai,andis currently based in Hong Kong.She has written for titles such as CNN Style,Cond Nast Traveller,WWD and Al Jazeera English,and reported on topics spanning luxury fashion,the rise of bespoke travelin China and the new generation of
27、Chinese art collectors.LEE COBAJLee Cobaj is a freelance travel writer who was raised in Hong Kong.Lee specialises in writing about the region and is a regular contributor to National Geographic Traveller,The Times and the South China Morning Post,as well as being The Telegraphs destination expert f
28、or Hong Kong.Living in one of the first places to be affected by the virus,shes witnessed how people have adapted and are now taking the time to reassess how their lives might look in a post-pandemic future.5 TONGDIGITAL.COM GLOBETRENDER.COMABOUT TONGABOUT TONGFounded by Adam Knight and James Campbe
29、ll,TONG is a UK-based,cross-cultural consultancy,creative agency and social commerce platform.We help brands understand how content,influencers and technology drive sales both online and offline.The Chinese character“Tong”means to connect,inform,communicate,understand and make clear.It also describe
30、s something that is open,logical,coherent and workable.We like to think our work reflects all these qualities and more.Since 2014,weve partnered with and delivered award-winning strategies for brands big and small,including Chelsea FC,Fortnum&Mason,Boden,Whittard of Chelsea,BAFTA,Sunspel,Anya Hindma
31、rch and Heathrow airport.Our cross-cultural team of experts is the key to our success.Stemming from all corners of China but based in our London headquarters,our bilingual team straddle both worlds.On the one hand,weve got our fingers on Chinas pulse.On the other hand,were here to sit down face-to-f
32、ace with our clients so as to delivermore effective campaign strategies.With our expertise,knowledge and dynamicteam we are able to combine the latestinsights,creativityand digital innovation to provide smart,effective and scalable marketing and sales strategies for China.6 TONGDIGITAL.COM GLOBETREN
33、DER.COMMETHODOLOGYANALYSIS AND TREND FORECASTING At Globetrender,we focus on qualitative research underpinned by quantitative data.We always consider how the life cycle of a trend moves from the innovators that trigger them on the minority fringes,on to the early adopters,early majority,late majorit
34、y and,finally,the laggards.When searching for trends,we apply the“three times”rule.A one-time occurrence is an anomaly,twice is a coincidence and three times is a trend,worthy of further exploration.The identification and naming of trends is based on IOI:Intuition,Observation and Investigation.This
35、is both a creative and academic process.For every“micro”trend,we also consider the“macro”trends that represent the wider cultural shifts in consumer desires,motivations,values andbehaviours around the world.These are based on STEEP Social,Technological,Economic,Environmental and Political forces.Inn
36、ovation is at the root of every trend so we are always looking at what is new and disruptive.Just like news reporters,we ask the questions “who”,“what”,“where”,“why”and“when”?But like investigative journalists,we then dive much deeper.By discovering multiple examples of a trend,conducting desk-and f
37、ield-based research,interviewing insiders and producing case studies,“qualitative”proof of it is generated.At Globetrender,we rely on our unique access to travel industry experts and ongoing consumer observation to remain ahead of the curve.Email for further insights and bespoke consulting into trav
38、el of tomorrow.Adobe Stock 7 TONGDIGITAL.COM GLOBETRENDER.COMPAGE 8:CHINESE OUTBOUND TOURISMPAGE 9:CHINESE LUXURY TRAVELLER DATAPAGE 10:CHINESE DOMESTIC TOURISMPAGE 11-12:THE IMPACT OF COVID-19 ON LUXURY CHINESE TRAVELPAGE 13:INBOUND LUXURY TOURISM TO CHINAPAGE 14:NEW LUXURY HOTELS IN CHINAPAGE 16:N
39、EW CHINESE AIRPORTS PAGE 17:AVIATION OUTLOOKPAGE 19:TREND 1:BESPOKE TOURSPAGE 21:TREND 2:LIVESTREAM CULTUREPAGE 23:TREND 3:RURAL HIDEAWAYSPAGE 25:TREND 4:HEIGHTENED XENOPHOBIAPAGE 27:TREND 5:REUNION HOLIDAYSPAGE 29:TREND 6:DIGITAL CONNECTIONSPAGE 31:TREND 7:SLOW WELLNESSPAGE 33:TREND 8:ISLAND BOLTHO
40、LESPAGE 35:TREND 9:HERITAGE HOSPITALITYPAGE 37:TREND 10:PERSONAL ENRICHMENTPAGE 40-42:CASE STUDIES(HAINAN PORT,WORLD WILD,WECHAT)PAGE 43-47:INTERVIEWSCONTENTS 8 TONGDIGITAL.COM GLOBETRENDER.COM CHINESE OUTBOUND TOURISMfor cross-cultural understanding at a timeof heightened political mistrust.”She ex
41、plained that“until the new millennium,overseas travel from China was a luxury available only to a privileged few”,but in the 2020s,as passport ownership in China increases from 10%of the population to an expected 20%,it will become accessible to far greater numbers of people in the emerging middle a
42、nd upper classes.She said:“The rise will be driven in large part by a growing demand from Chinas rapidly developing new first-tier cities such as Changchun,Shenyang,Qingdao and Taiyuan.”She added:“The increase in travel from and to China offers us all a great opportunity.Travel can create peaceful,r
43、espectful international exchange Tourism Commission,said in a statement:“China was hit first and should therefore be one of the first countries to recover,which would prove to be positive for European-Chinese tourism cooperation.By the time Europe can go back to normal,China might be ready for long-
44、haul travel again.”In November 2019,Jane Sun,CEO of T,spoke to The Economist about what she saw for the future of travel from China.“For seven years,China has been the worlds biggest travel spender.And now travel from China is set to soar.It will also diversify,with more solo Chinese travellers,more
45、 small groups and more educational and cultural trips.More Chinese travel will be good for China.It will also be good for others generating more revenue,but also increasing opportunities In 2000,just 10.5 million international trips were made by Chinese residents(collectively spending US$10 billion)
46、by 2018,there were almost 150million trips(spending US$277.3billion).In 2019,Chinese tourists spent a total of US$361.9billion internationally,making it the highest-spending source market globally for international trips,according to data analytics and consultingcompany GlobalData.And then the Covid
47、-19 pandemic temporarily put an end to travel altogether.When will outbound tourism from China recover?According to a summer 2020 report by ITB China,43%of 200 Chinese travel agencies expect a gradual recovery of China outbound tourism in nine to 12 months.Eduardo Santander,executive director of the
48、 European even in trying political times.From 2020,China and the world at large need to work together tocreate the best possible environment for this to occur.”Speaking to Globetrender,GlobalDatas travel and tourism analyst Ralph Hollister,says:“The top five outbound destinations for China in 2019 w
49、ere Hong Kong,Macau,Thailand,Japan and South Korea.Thailand,the most popular outbound destination for Chinese travellers that is not an administrative region of China,is highly reliant on the lucrative Chinese source market.This is especially the case for luxury hotels in Thailand.“It is not uncommo
50、n TOP TEN DESTINATIONS FOR OUTBOUND TRAVEL FROM MAINLAND CHINAHONG KONG 17.1 millionfor upscale hotels in Thailand to advertise their Mandarin-speaking staff and China-tailored menu options in order to attract high-spending Chinese tourists.GlobalData expects Chinese visitation to Thailand to fall b
51、y 47.6%in 2020(year-on-year),which is disastrous news for Thailands dependent luxury market.”MACAU13 millionTHAILAND11.2 millionJAPAN9.6 millionSINGAPORE 3.5 millionUS 2.7 millionMALAYSIA 3 millionTAIWAN 2.6 millionSOUTH KOREA 6 millionVIETNAM 5.9 millionSource:GlobalData 2019 9 TONGDIGITAL.COM GLOB
52、ETRENDER.COMCHINESE LUXURY TRAVELLER DATA3%of Chinese travellers(the equivalent of 42 million people)say they would be willing to spend 50,000 RMB(US$7,316)or more per trip in the second half of 2020(Ctrip Tourism Big Data Lab,July 2020)MILLIONAIRES IN CHINA:There were 1.58 million people in China w
53、hose wealth exceeded 10 million RMB (US$1.4 million)in 2019 (Statista)Most popular destinations for Chinese luxury travellers:EUROPE NORTH AMERICA JAPAN&SOUTH KOREASOUTH PACIFIC(SparkleTour,2019)Average monthly income for Chinese citizens living in major cities such as Beijing,Shanghai and Shenzen:1
54、0,000 RMB(US$1,463)(Z)Women account for 53%of decision-makers for high-end tourism consumption(SparkleTour,2019)CONTEXT:Around 10%of Chinas 1.4 billion inhabitants travel internationally (UNWTO)By 2027,the number of passport holders is expected to reach 300 million or 20%of the Chinese population (U
55、NWTO)There are about nine Chinese public holidays a year and travelling during these times is aspirationalMost Chinese visitors to the UK come from Beijing(30%)and Shanghai(18%)(VisitBritain,2019)Chinese luxury travel decision-makers according to age:19-24-4.8%25-29-17.3%30-35-23.9%36-45-30.8%46-59-
56、18.9%60+-4.3%(SparkleTour,2019)More than 80%of Chinese travellers plan to go away in the second half of 2020 (Ctrip Tourism Big Data Lab,July 2020)10 TONGDIGITAL.COM GLOBETRENDER.COMCHINESE DOMESTIC TOURISMrespondents were keen to travel in the second half of the year.Of these,80%said they would be
57、keen to travel for longer-distance domestic travel between provinces.More than half of respondents(57%)said they would consider going on more domestic trips if outbound travel did notrecover in the rest of2020.be had within their own borders,especially if authorities are requiring citizens returning
58、 to the country to quarantine for two weeks.According to a summer 2020 Travel Sentiment survey by Ctrips Tourism Big Data Lab,which polled several thousandCusers from more than 50 cities across China,83%of Just as in other parts of the world,domestic tourism has been accelerating since Covid-19 lock
59、downs lifted in China.Luxury travellers who have tended to be more interested in the social prestige attached to booking overseas trips are now appreciating the rich variety of experiences that can McKinsey&Company expects that if all tourism spending shifts to domestic markets,the value gained for
60、China is US$238 billion,versus a drop of US$52 billion for the US.Which are the most popular Chinese domestic tourism destinations for 2020 and beyond?One of the most in demand among luxury holidaymakers is Sanya,on the southern part of Hainan Island,which is described as“theHawaiiof China”because o
61、f its tropical beaches,turquoise sea,diving opportunities,high-end resorts and stunning beaches.According to China Daily,“Hainan has seen the fastest rebound in tourist arrivals in China since the Covid-19 epidemic began waning,even though overseas travel has virtually ground to a halt”.Deng Yongbo,
62、secretary-general of the Sanya Tourism Federation,was reported as saying:“More than half the tourists to Hainan stayed in luxury hotels,which explains why hotel occupancy rates reached above 80%at Yalong Bay and Haitang Bay,two clusters of luxury hotelsin Sanya,with rooms hard to book in some hotels
63、.”TOP 15 DOMESTIC TOURISM DESTINATIONS IN CHINA 1.Yunnan2.Hainan3.Sichuan4.Xinjiang5.Tibet6.Shaanxi7.Guizhou8.Shanghai 9.Chongqing10.Beijing11.Zhejiang12.Jiangsu13.Hunan14.Guangdong15.ShandongSource:Ctrip 2020 survey 11 TONGDIGITAL.COM GLOBETRENDER.COMTHE IMPACT OF COVID-19 ON LUXURY CHINESE TRAVELJ
64、ack Huang is a senior director for an international PR firm in Shanghai.Hes grateful that his particular industry and his income has been largely unscathed,and for the past few months,after-work visits to the gym and bars with friends have been possible.But there are some aspects of life in which he
65、 has had to thinka little differently:“Id booked a trip to Sydney with my parents in August,which of course has been cancelled,and I was planning to Covid-19 pandemic,the lockdowns that were swiftly imposed and rigorously enforced across almost the entire nation mean that citizens of prosperous Shan
66、ghai,and other cities across the country,now enjoy a level of normality that those in other parts of the world can scarcely imagine.Even Wuhan,which was the source of the virus,is being celebrated locally as a“hero city”for the way in which it handled the crisis and its subsequent economic recovery.
67、Take a summer stroll through Shanghais flashy Xintiandi district and,a smattering of face masks and cursory temperature checks aside,its striking just how,well,normal everything looks.Tables at the restaurants are full,department stores are doing brisk business and the areas glitzy officeblocks have
68、 a steady flow of sharply-dressed office workers coming and going.Although China was the focus of headlines in the early days of the visit Istanbul in October with friends,but weve scrapped it as it is clearly not going to be possible.”As part of the post-80s generation that led the boom in overseas
69、 travel from China and turned it into the worlds biggest outbound market,Huang would usually take two or three foreign trips a year and spend more on travel than anything other than his mortgage.Japan and Europe are favourites for their high-quality boutique hotels and excellent hiking,“but at the m
70、oment,I dont see myself going abroad until the middle of 2021”.According to a report from T,Chinas biggest online travel agency,travellers from the country spent USD$127.5 billion abroad in the first half of 2019 alone.In 2020,however,closed international borders,a severe restriction on flights and
71、complicated quarantine restrictions are certain to bring the equivalent period this year to a fraction of this figure.As the Dragon Trail Interactives communications director,Sienna Parulis-Cook works with travel and tourism organisations to reach affluent Chinese travellers.Asked when she thinks in
72、ternational destinations could start to see visitors from China return,she,like many,is cautious:“Its going to be a gradual process with those parts of the world that are perceived as safe coming first”.China,she emphasises,is eager to get this important industry back up and running as soon as it ca
73、n.It has already negotiated a“travel bubble”with the Maldives though this still requires Covid testing as well as Singapore but only for essential business trips from six specific Chinese provinces and municipalities(testing is also obligatory).Parulis-Cook says:“More distant destinations that are r
74、egarded as higher-risk are going to have to wait quite a bit longer.”No one is giving up on the Chinese market yet,though its far too important for that.Many organsations are still investing in projects that will attract visitors once they are finally able to travel more easily,whenever that may be.
75、“Live streaming is clearlythe big thing in tourism marketing in China,”says Parulis-Cook,“and where that might once have meant someone walking around a city with a selfie stick,the production values are now much higher”.The German National Tourist Board,for example,has been a hit on Chinese travel p
76、latform Mafengwo,utilising professional 12 TONGDIGITAL.COM GLOBETRENDER.COMAcross the country in Chinas south-west,the team at Songtsam are enjoying a huge boost in bookings at their six luxury lodges spread throughout Yunnan Province and Tibet.“We opened in May to a handful of guests,but at the end
77、 of June there was a huge boom in enquiries,more than weve ever seen,”says Felicia Han,who overseas partnerships for the group.“Many of the agents that usually do outbound wanted to send their guests to us instead,”shesays.Located high in the mountains with access to nature and traditional villages,
78、the properties are exotic enough to urban Chinese to have become an alternative summer escape.Many of the clients who visit Songtsam have previously taken safaris in Africa or visited luxury hotels in Bhutan,so domestic destinations.The interest in quality travel is notable too of all the hotels sea
79、rched for on the platform in May,59%were in the luxury category.That is good news indeed for people like Christian Poda,general manager of the Four Seasons Beijing,which is currently enjoying decent occupancy after a very difficult start to the year.“Weve always been focused on attracting Chinese vi
80、sitors who would usually make up around 70%of ourguests,but these days,with the borders closed,this is at around 98%.”Another report from Ctrip and China Tourism Academys Big Data Lab found that over 80%of respondents are planning to travel in the second half of 2020 and,if overseas travel is not po
81、ssible,57%will increase the number of domestic trips they take.camera crews and polished,knowledgeable hosts that speak perfect Mandarin.Switzerland Tourism has also proved popular with its online campaign“Dream Now,Travel Later”,highlighting its natural landscapes.It seems well-placed to reap rewar
82、ds further down the line:“We have no idea what travel will look like in the future,but we can be confident that nature will be a priority,”it says.While international destinations play a waiting game,domestic tourism is stepping back into the spotlight.Shunned in recent years by affluent travellers
83、who prefer more exotic foreign trips,a recent report from search engine giant Baidu showed that those seeking tourism-related topics grew 14%betweenFebruary and May this year,with 87%of that focused on expectations are high.The hard work the team has put into maintaining quality standards over the p
84、ast few years prepared them well for their busiest summer season yet.But there is a sense that nothing can be taken for granted.A relatively small Covid-19 outbreak in Beijing in June,for example,caused increased restrictions and a flurry of cancellations in the city.At Songtsam,Han and her team hav
85、e other issues to contend with.Nervous schools in the urban centres where most of their clients live have asked students and their families to get home at least two weeks before school starts,which has reduced the already-short high season to just a handful of weeks.She says:“Everyone wants to come
86、at the same time.August and the October holiday are almost sold out.And they are all booking last-minute so were workingday and night just to keep up.”Adaptability has been the name of the game in fast-changing China for some time now and these are qualities that international destinationswould do w
87、ell to adopt once borders open again.Han says:“We keep saying that this is one of the most challenging times,but its been a huge opportunity for us too,and well make the most of it.”BY SAM BRAYBONTHE IMPACT OF COVID-19 ON LUXURY CHINESE TRAVEL 13 TONGDIGITAL.COM GLOBETRENDER.COMINBOUND LUXURY TOURIS
88、M TO CHINA9.4 million and a loss of between US$30billion and US$50 billion.However,in 2002,China received fewer than 38 million visitors.The impact of the Covid-19 pandemic will be far more devastating especially as China was the source of the virus and is consequently suffering a big perception pro
89、blem.Geopolitical issues related to human rights in Hong Kong,for instance,5G in the UK and trade wars with the US are exacerbating put an end to tourism altogether for a number of months.Due to a combination of politics and self-preservation,at the end of August,China was still banning all travelle
90、rs from the US,for example,while the US was equally banning all its citizens from booking flights there.According to the WEF,the 2003 SARS outbreak accounted for a drop in international tourist arrivals into China of almost In 2019,revenue from international travel to China reached US$40billion,base
91、d on 64.2 million arrivals,according to GlobalData.This year,the forecast is for just 40 million arrivals and US$24.6 billion in revenue.A couple of years ago,the World Economic Forum(WEF)predicted that by 2030,China would be the worlds most popular tourism destination.Then came the Covid-19 pandemi
92、c,which WHOS WELCOME?TRAVEL ADVICE IN 2020Since July 20,2020,the Civil Aviation Administration of China has required both foreign and Chinese passengers flying into China to obtain Covid-19 negative certificates before boarding.14-day quarantines are required on arrival until this is lifted,very few
93、 tourists will be interested in entering the country(if they are welcome at all).August 10 almost four months since Chinas borders were first closed the country made its first official announcement allowing foreign nationals from certain European countries to apply for visas again.These countries in
94、cluded Austria,Belgium,Croatia,Cyprus,Czech Republic,Denmark,Estonia,Finland,France,Germany,Hungary,Iceland,Ireland,Italy,Latvia,Lithuania,Malta,Montenegro,Netherlands,Norway,Poland,Portugal,Romania,Serbia,Slovakia,Slovenia,Spain,Sweden,Switzerland,Greece and the UK.On September 3,Beijing began acce
95、pting direct flights from Austria,Thailand,Cambodia,Pakistan,Greece,Denmark,Sweden and Canada.Hong Kong 25.2 millionTaiwan 5.6 millionMacau 4.5 millionUSA 3.4 millionCanada 1.8 millionSouth Korea 1.6 millionRussia 1.3 millionUnited Kingdom 1.2 millionSingapore 1.1 millionPhilippines 1 millionthe pro
96、blem.Amber Barnes,travel and tourism analyst at GlobalData,says:“China as a tourist destination will not be able to rebound quickly and it is uncertain how long it will take the tourism industry to recover.Additionally,the brand image of China as a destination may be damaged.This is due to the virus
97、 starting in China,which means tourists may have fear of the destination.”TOP TEN MARKETS FOR INTERNATIONAL INBOUND TRAVEL TO CHINASource:GlobalData 2019 14 TONGDIGITAL.COM GLOBETRENDER.COMW ChengduOPENED:SEPTEMBER 2020The new W Chengdu will add more spice to the west China city when it opens this m
98、onth.Funky features include the Living Room part all-day dining,part music lounge and studio while the party really gets going in Spark,thanks to emerging artists and local DJs.A 24/7 fitness centre,indoor pool and spa centre cater to the fitness and beauty regimen demanded by Chengdus glitterati.Pa
99、rk Hyatt SuzhouOPENED:MAY 2020The eagerly awaited Park Hyatt Suzhou opened in May 2020,raising the standards of international business luxury to new heights in Chinas“Venice of the East”.The cascading exterior was conceived by Kohn Pedersen Fox,the architects behind New Yorks MOMA extension and the
100、Shanghai Financial Tower,while interiors from Hirsch Bedner offer a strong sense of Suzhous rich culture.Stunning new meeting facilities and fine-dining outlets offer views over tranquil Jinji Lake,while spa and wellness facilities include six treatment rooms and a state-of-the-art fitness centre.NE
101、W LUXURY HOTELS IN CHINA1 Hotel Haitang Bay,SanyaOPENED:MAY 2020Inspired by nature,with sustainability at its core,1 Hotel Haitang Bay is making a bid as Chinas new premier spa and wellness destination.Gracing the tropical shores of Hainan this year,the eco-conscious design features reclaimed island
102、 materials of timber,stone and rattan.A farm-to-table concept dominates the five food and beverage offerings,starring local produce and the hotels own organic farm.Leading British wellness brand Bamford manages the spa and the large on-site gym features a programme of fitness classes.Fairmont Guiyan
103、g OPENING:2021Occupying the 59th-79th floors of the HLC Centre West Tower,the Fairmont Guiyang will enjoy a lofty position in the heart of the modern central business district when it opens next year.Business travellers will enjoy the largest rooms in the city,at an average of 58 sqm,with floor-to-c
104、eiling windows to maximise the views,while multifunctional meeting facilities span 2,000 sqm,including two pillar-less grand ballrooms.BY TAMSIN COCKS 15 TONGDIGITAL.COM GLOBETRENDER.COMNEW LUXURY HOTELS IN CHINARosewood NingboOPENING:2024Ultra-luxury brand Rosewood continues to expand its presence
105、in China with the highly anticipated Rosewood Ningbo,which is due to open in 2024.The hotel will form part of an environmentally friendly mixed-use development that will also house a new K11 Art Mall and an art park.Five food and beverage outlets will showcase local cuisines as well as international
106、 flavours,while Sense,A Rosewood Spa,plus an indoor pool and fitness centre will offer a wellness sanctuary in the bustling city.BY TAMSIN COCKSLUX*Tea Horse Road Puer,YunnanOPENING:AUTUMN 2021Positioned on the longest trade route in the ancient world,a series of new openings in Yunnan by The Lux Co
107、llective responds to the growing desire for authentic rural escapes,with a collection of luxury retreats in tiny picturesque settlements along Yunnans ancient Tea Horse Road.The 50-room LUX*Tea Horse Road Puer will open in the third quarter of 2021.It will be a mixed-use complex featuring several am
108、usement parks,natural hot springs,a wellness club and high-end residential villas.LUX*Tea Horse Road Dali will open in the first quarter of 2021.LUX*Tea Horse Road Lijiang and LUX*Tea Horse Road Benzilan are already operating.The Westbund Hotel,ShanghaiOPENING:EARLY 2021Shanghais West Bund has evolv
109、ed from forgotten waterfront to leisure and cultural hotspot,so it was only a matter of time before a luxury hotel moved in.The Westbund Hotel,scheduled to open early 2021,is a masterpiece of design with inspiring interiors by Olga Polizzi and Inge Moore.Spanning two floors,the spa will be a wellnes
110、s destination in itself,with eight treatment rooms,restorative vegan cuisine,a modern gym and an infinity pool with waterfront views.Four premium dining outlets include the rooftop terrace on the 59th floor,offering craft cocktails and spectacular views.WorldWild,GuangdongOPENING:2023Nicknamed“the(l
111、uxury)human zoo”,Bill Bensleys bold conservationist vision will have peopleclambering to go back into lockdown.The WorldWild multi-hotel project in Guangdong will turn the zoo experience on its head,creating a wildlife sanctuary that houses humans in luxury cages while animals roam free.Scheduled to
112、 open in 2023,Waldorf,Hyatt and Hilton will each open one of seven themed resorts in the 2000-hectare grounds.(See page 41 for a case study of World Wild.)16 TONGDIGITAL.COM GLOBETRENDER.COMNEW CHINESE AIRPORTSon June 24 of this year,but an official opening date is yet to be announced.The US$5.8 bil
113、lion project is twice the size of Londons Heathrow and will be the citys first 4F-class airport,capable of accommodating the worlds largest commercial aircraft,such as A380s and Boeing 787s.Echoing Beijing Daxings starfish design,Qingdao Jiaodong boasts a number of innovations,passengers and two mil
114、lion tonnes of cargo annually.A 5G-based“smart travel system”supports facial recognition at security gates and check in,as well as a paperless luggage-tracking service,while customer-service robots are on hand to serve travellers flight updates and airport information.In north-eastern China,works on
115、 Qingdao Jiaodong International airport were completed Chinas airport landscape has been expanding at breakneck speed.The country is currently served by 235 facilities,and there are plans to open roughly 14 airports every year over the next 15 years.The Chinese state estimates that it will need 450
116、airports by 2035 to handle the projected passenger capacity.Though the pandemic temporarily delayed works,construction has resumed on 81 projects across the country.The most significant launch of last year was the Zaha Hadid-designed,starfish-shaped Beijing Daxing.Opened in September 2019,it is the
117、worlds largest single-terminal airport,spanning more than 700,000 sqm the size of roughly 98 football pitches.By 2025,the US$11.5 billion airport is on track to have seven runways and accommodate 72 million including an ultra-thin stainless-steel roof measuring a width of just 0.5 millimetres,plus t
118、echnology designed to absorb and store excess rainwater that can be recycled and reused when needed.High-speed rail and subway lines will connect the city centre of Qingdao to the new airport.Meanwhile,in the western province of Sichuan,Chengdu Tianfu International airport is set to open in December
119、 2020.Situated 50km south-east of the city and with an estimated capacity of 90 million passengers almost twice that of Chengdu Shuangliu airport the citys current facility.Spanning 30 sq km,it will be the largest airport in western China with six runways,built at a cost of US$12 billion.Since Febru
120、ary,Chinas state planning body has approved three new airport projects,including a third runway at Shenzhen airport worth US$13.1 billion.In the north-western province of Gansu,plans to develop Lanzhou Zhongchuan International airport into a national hub feature a new 400,000 sqm terminal,ratcheting
121、 up capacity to 38 million passengers per year and 300,000 tonnes of cargo by 2030.In Xinjiang province,some US$448 million has been earmarked for five new airports and the expansion of five existing facilities,according to the Xinjiang Airport Group.One of these is the US$105 million Yutian airport
122、,scheduled for completion in December 2020.It will feature a 3,200-metre runway,a 3,000 sqm terminal building and capacity to serve 180,000 passengers and 400 tonnes of cargo each year.BY MARISA CANNON 17 TONGDIGITAL.COM GLOBETRENDER.COMsuch as Hong Kong and Singapore.Although the Covid-19 pandemic
123、has cast a long shadow over aviation,Chinese airlines appear to be in a stronger position than many of their international counterparts.According to travel data experts Cirium,Chinese airlines operated 200,000 flights between January and June,while US competitors flew fewer than 170,000 in the samep
124、eriod.“It seems as though the majority of the world is operating on a two-month lag behind China,”says Tom Boon of aviation blog Simple Flying.By early September,Chinese domestic aviation was almost fully recovered.According to figures from global travel data firm ForwardKeys,August saw domestic arr
125、ivals at Chinese airports reach 86%of 2019 levels.BY MARISA CANNONAmid tumbling passenger numbers and an increasingly opaque future,Chinese airlines have been forging ahead in the battle to return to profit-making margins.In June,one of the countrys“big three”airlines,China Eastern,announced plans t
126、o launch a new subsidiary,Sanya International Airlines,which will servethe popular tropical island destinationof Hainan out of Sanya Phoenix Internationalairport.China Eastern will own a 51%share in the airline,with other major stakeholders including online travel agent T and state-owned Hainan Prov
127、ince TransportInvestment Holding Company Limited.It confirms federal efforts to transform Hainan into a trade port and economic centre(see page 40)in the vein of regional hubs AVIATION OUTLOOKAir China Chinas flag carrier and Star Alliance member operated 24 international routes in July with 19 rout
128、es through Beijing,three Shanghai routes and two through Chengdu,with destinations to hubs such as London,Frankfurt,Delhi,Dubai,Madrid,Moscow,Paris,Los Angeles,Singapore and Vancouver.Although passenger capacity was down 58%in June on the previous year,this is a significant increase on the 81%drop t
129、he airline experienced in February.Rising passenger numbers are being driven by a surge in domestic travel as restrictions began to lift in the spring.China EasternBased out of Shanghai and Kunming,Chinas second-largest carrier has not only launched Hainan-based airline Sanya International this summ
130、er,it has also opened a new base at Xiamen Gaoqi International Airport in Fujian province in south-eastern China.The Skyteam member is currently flying to international hubs including Amsterdam,Auckland,New York,London,Paris,Singapore and Toronto,as well as regional destinations such as Bangkok,Delh
131、i,Kuala Lumpur and Singapore.The airline recently launched a“Fly at Will”discount package,which lets passengers bookunlimited weekend flights until December 31,2020,priced at 3,322 RMB(US$486).China SouthernBased out of Beijing and Guangzhou,the carrier flies extensively within China and is currentl
132、y operating international services to hubs including Auckland,London,Los Angeles,Paris,Seoul,Singapore,Sydney and Tokyo.The airline launched a“Fly Happily”offer this summer,which allows passengers to use unlimited passes to destinations across China from August 26,2020 to January 6,2021 for 3,699 RM
133、B(US$541).Cathay PacificIn cost-cutting measures,Hong Kongs flag carrier has cut passenger capacity,deferred new aircraft orders and asked employees to take unpaid leave,but Cathay chairman Patrick Healy said in June that passenger revenue had dropped to 4%of normal operation.The Oneworld member has
134、 said it would operate up to 10%of the normal schedule in August,including flights to mainland destinations Beijing,Chengdu,Guangzhou,Shanghai and Hangzhou,and international routes to London,Frankfurt,Melbourne,New York,Mumbai,Singapore and Tokyo.MAJOR PLAYERSWe are the UKs first dedicated Chinese S
135、ocial Commerce Agency.Turnkey digital and ecommerce solutions.TONGDIGITAL.COMD D E E L L I I V V E E R R I I N N G G A A WW A A R R D D-WW I I N N N N I I N N G G S S T T R R A A T T E E G G I I E E S S F F O O R R 1 1 0 0 0 0 B B R R A A N N D D S S,I I N N C C L L U U D D I I N N G GInTentaPhoto b
136、y Moby MartBESPOKE TOURSSmall-group adventure travel has been growing in popularity among wealthy Chinese people but until international borders reopen they will be exploring their own country.By Sam BraybonAdobe Stock 20 TONGDIGITAL.COM GLOBETRENDER.COMBESPOKE TOURSChinese travellers have never enj
137、oyed a reputation for being especially adventurous or creative when it comes to their trips the vision of huge tour groups jumping on and off buses and tearing through shopping malls is one that has lingered with many.But with the travel industry turned on its head by Covid-19,now is perhaps the tim
138、e that we can truly do away with outdated perceptions such as these.migrations and even thinking of heading to the South Pole.”Although these travellers once focused on classic tourist hotspots such as Paris or Rome,the past few years have seen some unlikely destinations grow in popularity.Countries
139、 such as Croatia and Slovenia recorded some of the sharpest increases in visitors from China anywhere on the globe in 2019,thanks to their unspoilt landscapes and relatively good value small,private groups,not with people they dont know,”he says.Irene Lee,general manager for China at Virtuoso,says t
140、hat in 2020,domestic tourism will be“the only leisure travel well see”.However,when borders do finally reopen,Thailand,South Korea,the Maldives and other destinations in Asia will be popular among wealthy Chinese travellers.“Travellers will feel safe to be there,”she says.Tour guide Martin Hu is see
141、ing these trends manifest first-hand.He once spent his time guiding international visitors,mostly wealthy Americans,through his hometown of Beijing,but several years ago realised that working with Chinese clients was more stable and more lucrative.He currently works with specialist Beijing-based age
142、nt Seventy Mile,which organises As co-founder and COO of Zanadu,one of the best-known luxury outbound travel platforms,Alex Wang and his Shanghai-based team understand the seismic shifts that have taken place in the sector over the past few years.“Chinese travellers are getting seriously adventurous
143、,”he says.“In the past few years weve had plenty of clients exploring Scandinavia for the northern lights,viewing the Serengeti for money,even though a couple of years back many Chinese people may not even have heard of them.Exotic parts of South America such as Peru and Patagonia were also attracti
144、ng significant increased interest,although they are a long and expensive journey from anywhere in China.“Of course,”sighs Wang,“for the foreseeable future we can only offer tours within China”.Zanadu has always catered to luxury travellers,but although the company initially focused on pre-made packa
145、ges,the emphasis on fully private,tailor-made trips has grown strongly over the past couple of years,and Wang believes it will grow further.“I do think that the pandemic is going to accelerate this.We can expect that people are going to want to travel in private,custom-designed driving tours for Chi
146、nese travellers to Europe,the US,Africa and elsewhere.“Our guests are mostly families or small groups of friends from the big cities,”he says,as he prepares to lead a group through the mountain roads of Gansu Province.“Western China is super popular right now,its wild and exotic for people from Beij
147、ing and Shanghai.Once people see it on social media they really want to come.Weve designed a route that includes glamping on Tibetan grasslands,driving through the desert areas and a helicopter ride over the Rainbow Mountains,”he says.The question is,with exciting and increasingly high-quality adven
148、tures at home,will overseas operators be able to tempt these valuable clients back once borders reopen?Adobe StockInTentaPhoto by Moby MartLIVESTREAM CULTUREChinese travel brands have spotted an opportunity to boost online engagement with everything from virtual mixology lessons to museum tours.By M
149、arisa Cannon Adobe Stock 22 TONGDIGITAL.COM GLOBETRENDER.COMLIVESTREAM CULTUREWhile stuck at home during the height of the Covid-19 pandemic,Chinese consumers took to social media in search of inspiration for a life beyond lockdown.Many luxury travel brands discovered they had a captive audience and
150、 leveraged this unique moment with live-stream marketing,sating an appetite for content beyond the anodyne adverts hosted on Chinas state-owned media.High-end hotels and restaurants embraced livestream in a bid to maintain engagement with customers,dishing up online culinary tutorials that covered e
151、verything from mixology masterclasses to lessons in dim-sum-making.Shangri-La Hotels launched a series of live cooking classes on shopping website Taobao,using Weibo to promote live,during which time Liang reportedly sold 10.25 million RMB(US$1.5 million)worth of hotel and restaurant packages.Likewi
152、se,the CEO of Qunar,Gang Chen,has been livestreaming from Chinese destinations since April,raking in around 16 million RMB(US$2.35 million)per broadcast.Companies and influencers livestreaming on Alibabas online travel platform Fliggy have seen a boost in business during lockdown,while e-tourism sit
153、e Lvmama has launched a monthly livestream event after its first session in March attracted 630,000viewers.Geared towards digitally native users under 40,this marketing tactic has proven effective,says research manager Sophie Pan of market intelligence provider IDC China,with the use of CEOs lending
154、 greater credibility to a brands streaming pitch.them,and sharing recipes and instructional videos on WeChat.Marriott launched its own set of livestreamed cooking classes,where viewers could compete for discounts on hotel vouchers.In June,the five-star White Swan Hotel in Guangzhou live-streamed dis
155、hes made at the hotels three-Michelin-star restaurant,attracting some 1.7 million viewers over three hours.Over the past few months,James Liang,CEO of online travel agency T,has become the face of travel in China.Since March,he has taken to video-sharing platform TikTok dressed in traditional Chines
156、e costume to promote luxury stays in hotels from Hainan to Guizhou,while speaking candidly about the effect the pandemic is having on the industry.His first livestream attracted more than half a million viewers in the hour it was And it is this younger generation that occupies a major share of the l
157、uxury travel market.Around two-thirds of Chinese millennials are high-income earners,according to market research group Forrester,and many within this demographic will be willing to spend more on travel than oldergenerations.“High-spending Chinese are younger and younger,”says Jill Liu,sales manager
158、 for China of boutique hotel group Small Luxury Hotels of the World.“Those born in the 1980s comprise the biggest proportion of our Chinese guests,”she adds.In the UK,the British Museum sought to appeal to Chinese travellers during lockdown through a partnership with Alibabas Fliggy,offering users a
159、 behind-the-scenes livestream tour of the museum accompanied by a Chinese-speaking guide.The two-hour Adobe Stockstream attracted 370,000 viewers,who were treated to potted histories of some of the museums best-known artefacts,including the Rosetta Stone and the Parthenon sculptures.“Livestreaming o
160、ffers an entirely new perspective for Chinese travellers who are keen to explore the UK once travel restrictions ease,”says David Lloyd,Alibaba Groups general manager for the UK,Netherlands and Nordics.“Instead of simply recording a video,livestreaming gives customers an opportunity to take a closer
161、 look and to learn more about the museum,”he adds.Riding the wave of livestreamings success,Alibaba has announced plans to recruit up to 100,000 influencers to promote brands across YouTube,Facebook,Instagram,TikTok and Taobaos livestream network,which,in 2019,earned 400 million viewers and made US$
162、28 billion.Andy Ann,chairman of Hong Kong-based digital marketing agency New Digital Noise,thinks this is just the beginning:“With 5G coming to life,thelivestreaming marketing will pick up not only for consumer brands,but also for high-end luxury markets.Covid-19 has encouraged the largest-ever volu
163、me of app store downloads,withplatforms such as Taobao Live,Kuaishou and Douyin the biggest winners of the pandemic.Livestream marketing offers luxury brands the chance to offer consumers better content,boost their engagement and increase transparency.Livestreaming platform retail sales will reach a
164、bout US$130 billion this year according to iiMedia Research,and we think this trend is set to grow.”InTentaPhoto by Moby MartRURAL HIDEAWAYSMonths spent inside have fed a yearning for remote escapes where travellers can be pampered in high-end countryside resorts.By Marisa Cannon Anantara Xishuangba
165、nna 24 TONGDIGITAL.COM GLOBETRENDER.COMRURAL HIDEAWAYSFor as long as international travel is off the menu,many Chinese tourists will be seeking bucolic,regional getaways in areas of outstanding natural beauty in China.Over the last two decades,millions of Chinese people have migrated from rural area
166、s to cities in search of a better way of life now the tables are turning.Linda Wang,managing director of destination management company Destination Asia,told the China Global Television Network that shes seen an uptick in requests for wilderness retreats.“Were now developing products around mountain
167、 hiking,trekking the areas weve picked are Guizhou,Yunnan,Qinghai and Xinjiang,”says Wang.She recently returned from Qinghai in north-west China,where she is hopeful that new glamping sites overlooking the business class on a flight and they are pretty much never delayed.”Although not quite rural,th
168、e Waldorf Astoria Beijing has launched a glamping experience that overlooks the citys historic hutongs(ancient alleyways),shoring up interest in luxury stays that evoke the intimacy of camping,while Qunar says that hotels with swimming pools and childrens parks have soared in popularity.A survey con
169、ducted by data consultancy Kantar found that respondents were seeking trips with buzzwords including“beach and shore”,“suburban town”and“countryside”,and were looking for experiences over tourist attractions.Travellers looking for a remote escape have a number of premier options,many of which first
170、opened their doors not long before the virus took hold.The Woodhouse canyons and salt lakes of the region will take off.Mei Zhang,founder and CEO of luxury sustainable travel operator WildChina,notes surging interest in the countrys natural wonders,such as Jiuzhaigou in Sichuan province,Chinas answe
171、r to the USAs Yellowstone.Domestic train travel facilitates these visits,and visitors are increasingly choosing trains over flights.Average flight prices have been their lowest in five years according to Lan Xiang,vice-president of booking site Qunar.“I think as we see how reduced air travel has imp
172、roved emissions,people will be much more conscious about their contribution when they begin to travel again,”says Zhang.“In China,the high-speed rail network is convenient and comfortable.First class seats offer a similar amount of space to Hotel,located in the remote village of Tuanjie in Guizhou p
173、rovince,is made up of ten charred timber cabins,mounted on stilts and set among rolling green hills and farmland.In Hangzhou,Little Nap hotel comprises 11 rooms reimagined from traditional Chinese red-brick residences,featuring whitewashed walls,pared-back,Adobe Stockcontemporary furnishings and a s
174、un-soaked lap pool overlooking swathes of dense forest.As China continues to open up,travellers desire to reconnect with the environment and seek out intimate experiences in secluded settings is only set to grow.“The luxury market was trending towards sustainable travel before Covid-19,but I think t
175、his pandemic has shown how important thoughtful,responsible travel is,”says WildChinas Zhang.“People are backing away from fast,ten cities in ten days kinds of trips,and were seeing a shift towards slow travel where people stay in one place longer.”Even when overseas travel is possible,many will rem
176、ember the appeal of their rural roots.InTentaPhoto by Moby MartHEIGHTENED XENOPHOBIACountries whose political parties used the pandemic to stoke anti-immigrant sentiment can expect a blow to inbound tourism as travellers exercise caution in the face of prejudice.By Marisa Cannon Adobe Stock 26 TONGD
177、IGITAL.COM GLOBETRENDER.COMHEIGHTENED XENOPHOBIADonald Trumps descriptions of Covid-19 as the“Chinese virus”and“Kung Flu”have done little for Sino-US relations,instead fanning the flames of coronavirus-related racism towards people of Asian descent.Reports of vandalised Chinese restaurants,anti-Chin
178、ese flyers,threatening phone calls and physical assault exploded in the initial months of the pandemic,with the reporting centre not to travel to Australia,warning that“authorities arbitrarily search Chinese citizens and seize their items”and that“racial discrimination and acts of violence in Austra
179、lia have significantly increased”.Though this advice is widely considered to be one of the latest moves in declining trade relations between the two countries,the Australian Human Rights Commission has reported that complaints under to not emphasise the problem by singling out any one market.Joachim
180、 Schweier,marketing and communications manager at luxury Swiss retreat the Chedi Andermatt,echoes this:“Our biggest goal is to contain the spread of Covid-19 and to keep our guests and employees safe and healthy.We dont approach guests from China differently or handle them with extra care because of
181、 the current situation.This would put them on a different level than other guests,which might make them feel“different”in the wrong way.Everybodyis unique and special to us.”The past decade has seen social media play an increasing role as a trip-planning tool for Chinese travellers,with users turnin
182、g to Weibo and WeChat for inspiration and user-generated STOP AAPI American Asian and Pacific Islander HATE receiving more than 1,700 reports of racial abuse between March and May 2020.This xenophobia is not confined to the US.Reports of brutal attacks have emerged from the UK to New Zealand,causing
183、 many Chinese travellers to exercise caution before booking international travel.In July,Chinas Ministry of Foreign Affairsadvised nationals the Racial Discrimination Act hit a 12-month high in February,and that one-third of racism complaints since February were associated with Covid-19.Cary Wu,assi
184、stant professor of Sociology atTorontosYork University,says:“Because the outbreak started in China,we see that there have been a growing number of attacks towards those of Asian and Chinese descent.The Bubonic plague led to pogroms against Jews.Italians were blamed for 19thcentury Tuberculosis epide
185、mics.Violent attacks on healthcare workers accompanied the Ebola crisis.This certainly seems to be the case for Covid-19.”As travel restrictions continue to ease,tourism boards and travel operators will need to inspire confidence in Chinese travellers,but many hoteliers are keen reviews of destinati
186、ons,hotels and attractions.This trend will continue to grow as travellers seek to glean information about destinations where users have had positive experiences,or those where anti-Asian xenophobia exists.South-east and northern Asian nations,where anti-Chinese sentiment is less likely to persist,wi
187、ll be the first to win Chinese travellers trust,while the US,Russia,India,Italy,and the UK can expect a more hesitant return from Chinese tourism,where political parties have used the outbreak to promote anti-immigrant sentiment.Data from Skyscanner and T from the first five months of the pandemic s
188、howed that more than 70%of trip searches were to regional destinations such as Bangkok,Bali,Seoul,Jeju,Tokyo,Manila and Kuala Lumpur.Adobe StockInTentaPhoto by Moby MartREUNION HOLIDAYSBefore Covid-19,multigenerational travel was already a fast-growing trend among elite Chinese families.In the futur
189、e,spending quality time with loved ones will be even more important.By Kate SpringerAdobe Stock 28 TONGDIGITAL.COM GLOBETRENDER.COMREUNION HOLIDAYSBefore Covid-19 rocked the world,multigenerational travel was one of the fastest-growing trends in China;after lockdown,it will be a top priority as peop
190、le yearn to be reunited with loved ones and grieve for those they have lost.When it comes to family reunions,affluent Chinese travellers can most likely be found spending quality time with their children and parents on the beaches of Sanya or in a luxury villa off the coast of Singapore.Not only did
191、 Dragon Trail Interactive,a digital marketing agency focused on the luxury Chinese market,name multigen travel as one of the top trends among Chinese travellers in 2019,but the UNWTOs 2019“Guidelines for Success in the Chinese Outbound Tourism Market”found that family bonds are an overriding feature
192、 inChinese outbound private chef or nanny.”“Filial piety”a virtue that encourages obedience,respect and responsibility for ones older relatives is one of the major cultural drivers.“I have friends in affluent Chinese families who very much enjoy taking multigenerational trips and filial piety is par
193、t of that,”says Lapehn.“They also want to introduce their parents and children to different cultures,so its also about education,as well as giving back.”Town or Changying Resort Wonderland.The island has become such a hot spot for family travel that Sanya,on the south side of the island,is gearing u
194、p to open Legoland and Hello Kitty theme parks within the next few years.Anticipating a boom in family travel,the Ritz-Carlton Sanya,Yalong Bay recently launched a Ritz Kids Summer Camp package,which includes a series of themed events,and arts and sports activities.For grandparents,Pearl restaurant
195、pleases more traditional palates with Hainanese,Sichuan and Cantonese cuisines.“The food really matters,”says Katie Sham,principal for management consulting firm Oliver Wyman.“I went to the Amalfi Coast with my husband and in-laws,who are from mainland China,last year.They ate Italian food for about
196、 three days,but then we had to travel with 51%travelling as afamily.Multigenerational travel is a natural byproduct of economic and cultural influences over the past few decades.In the 1990s and 2000s,young professionals moved in droves to major cities to take advantage of the countrys economic boom
197、 after it opened up in the late 1970s and early 1980s.As a consequence,Chinas rapid growth has led to a significantly more luxurious lifestyle for Gen X,Y and Z compared with previous generations.“In many cases,the adult children are really proud to be able to pay for the trip for the whole family,”
198、says Allison Lapehn,a Beijing-based consultant for 1421 Consulting Group,who researches Chinas tourism industry.“And sometimes,its not just the three generations,but also their entire staff,too,including a Within mainland China,destinations such as Chengdu,Yunnan,Guilin,Hainan Island,Hangzhou,Beijin
199、g and Shanghai have emerged as popular multigenerational travel spots over the past few years.In Hainan,for instance,adults can enjoy the fresh air,sea views,luxurious resorts and duty-free shopping,while youngsters beg to visit theme parks such as Atlantis Sanyas Aquaventure Waterpark,Sanya Haichan
200、g Fantasy find an authentic Chinese restaurant for them.They needed to eat rice,or else they would go crazy.We even packed a rice cooker so I could make rice for them during the trip.”The InterContinental Shanghai Wonderland,built inside a decommissioned quarry outside of Shanghai,also aims to wow e
201、very generation.The hotel offers a childrens play area,Cai Feng Lou Chinese restaurant,a glass-floor skywalk,hot-air-balloon rides,rock-climbing classes and easy access to the nearby Smurfs Park and Tianma Golf Club.Theres even an underwater family duplex where rooms peer into the hotels aquarium.Be
202、yond mainland China,Lapehn says families will choose Singapore,Japan or South Korea when borders reopen“because these countries are perceived as quite safe”.Adobe StockInTentaPhoto by Moby MartDIGITAL CONNECTIONSChinas social media revolution has transformed consumer behaviour.How brands respond to
203、online trends and evolve to capture the Chinese luxury traveller will determine their success.By Tamsin CocksAdobe Stock 30 TONGDIGITAL.COM GLOBETRENDER.COMDIGITAL CONNECTIONSIn the West,theres an app for everything.In China,theres one app for everything.Driven by giant tech firms such as Alibaba,Te
204、ncent and Baidu,the rise of integrated digital ecosystems that cover all needs from social media to booking flight tickets and paying bills isa phenomenon unseen in Europe and the US,forexample.WeChat,launched in 2011,was the original“super app”and continues to dominate with 1.2billion monthly users
205、 as of May 2020.It has become indispensable.A 2019 Reuters Intelligence Report revealed 90%of users log on ten times daily to chat,shop,make payments and more,aided by slick QR code technology,instant chat bot support and inspirational digital content.For brands,its the equivalent of a website,comme
206、nting:“CTrip serves the most affluent segment in China.The most expensive tour weve sold costs about US$200,000 per person per trip,and it only took us about 17seconds to sell those packages.”Fliggy,formerly Alitrip,teamed up with WorldFirst and Alipay to offer integrated payment solutions and conne
207、ct Chinese travellers with the likes of Marriott,Hilton and Merlin Entertainments,while Tmall Global launched an English site in 2019 to help international brands gain a digital storefront with the full functionality to engage with consumers online.Its now considered a necessity for brands to go onl
208、ine.”Current digital trends include user-generated content,collaboration with key opinion leaders,creating VIP communities,livestreaming,augmented reality,virtual reality and games.But digital wizardry needs to be married with quality messaging that captures hearts and minds.Luxury brands Interconti
209、nental,Hilton,Meli and W successfully boosted engagement on WeChat during the outbreak of Covid-19 with at-home fitness tutorials,cooking competitions and livestreamed DJ parties.Last year,Marriott began allowing guests to call butlers via WeChat.Theres also growing opportunity to delve into newer p
210、latforms that target niche mediums and demographics.Dragon Trail Interactive CEO loyalty programme,payment gateway,social media channel and advertising site all rolled into one.And with Chinas e-commerce market projected to soar to US$1.8 trillion by 2022,it shouldnt be ignored.“The digital and soci
211、al media revolution in China has transformed consumer behaviour,”says Jill Kluge,chief marketing officer for Mandarin Oriental,which became the first luxury hotel to launch a combined booking and payment platform on WeChat in June 2020.But WeChat is not the only platform.T(formerly Ctrip)is Chinas l
212、argest travel booking platform,with a growing suite of products.In a 2019 McKinsey report,CEO Jane Sun noted the site was experiencing an uptick in demand for bespoke high-end travel itineraries,that Chinese consumers have come to expect.In the post-Covid age,connecting with luxury Chinese customers
213、 via digital platforms will become more vital than ever.But to stand out in these mammoth digital ecosystems,brands willneed to create dynamic content.Daniel Zipser,head of McKinsey&Companys consumer and retail practice in Greater China,told Alizila(e-commerce company Alibaba Groups news platform):”
214、Covid-19 has accelerated the digitisation of luxury,and luxury brands in China have quickly learned how George Cao highlights the meteoric rise of video content on platforms such as Douyin(known in the West as TikTok),and Kuaishou,stating that 96 of Chinas online population used short-video platform
215、s by June2020.Reuters 2019 report said:“Douyin is a place for brands to get a little quirky,a touch wild and have a bold attitude.On Douyin,users dont only want to watch,they want to give it a go themselves and get involved in whatevers viral.”Meanwhile,Xiaohongshu(AKA Little Red Book)is soaring in
216、popularity with professional women under 40 as a trusted source of peer-reviewed information spanning themes of beauty,wellness and,increasingly,luxury travel.Here,brands should focus on authentic behind-the-scenes content to engage its discerning audience.InTentaPhoto by Moby MartSLOW WELLNESSThe p
217、andemic has highlighted good health as a precious commodity,accelerating the trend towards more relaxed wellbeing-focused breaks among Chinas materialistic wealthy.By Lee CobajAdobe Stock 32 TONGDIGITAL.COM GLOBETRENDER.COMSLOW WELLNESSChinas high-net-worth(HNW)and ultra-high net-worth(UHNW)individu
218、als might have continued spending throughout the pandemic,but when it comes to travel,they are swapping shopping trips for detox retreats and outdoor hot springs.Just as health is being seen as the new wealth in parts of the West,the thinking is also taking hold among travellers from China,Hong Kong
219、 and Macau.There may also be a leaning away from elements of traditional Chinese medicine,which has made headlines for its reliance on the trafficking of endangered animals.The concept of enjoying more relaxed wellness-focused holidays instead of rushed,action-packed breaks with the odd massage thro
220、wn in was already a small but growing trend down to South East Asia for enriching wellness experiences.However,confidence in long-haul travel,whatever the demographic,is not expected to rise until 2021 at the earliest.With domestic travel the most likely option for the near future,Chinas spa and wel
221、lness resorts appear to be well-placed to meet the needs of these more mindful among Chinese luxury travellers.But since the pandemic,aspirations have crystalised,with leisure time,family time and good health now seen as the most precious commodities of all.This is backed up by Agility Researchs 201
222、9 study on Asian millionaires,which found that“reasons to travel are shifting from status and recognition to personal growth and better quality of life”.Affluent Chinese travellers continue to want to travel,according to a recent study by McKinsey&Company,but,currently,that comes with a strong prefe
223、rence for domestic travel and a definite lean towards areas steeped in nature,whether its the mountains of Guilin or the beaches of Hainan Island.This is particularly true among travellers aged over 50,whereas younger Chinese travellers are more tempted to swoop luxury travellers.Wellness practices
224、have been a part of everyday life in Asia for millennia and China has much to offer in the way of health and wellness,from martial arts to meditation.Well-regarded Western brands,such as Alila,Banyan Tree,Aman and Six Senses have helped to pioneer a more luxurious spa scene,blending the best of West
225、ern and Eastern practices into Adobe Stockhigh-end hideaways set in pristine locations.“Weve seen an increased interest particularly in solo female travellers.Chinese women aged between 30 and 45 have shown a greater response to self-care and personal development,”says vice-president of wellness at
226、Six Senses,Mark Sands.And although it might seem counter-intuitive that guests would want to return to more intimate,touchy-feely treatments such as facials and massages,the fact that China has almost eradicated the virus has made people feel safer than they might do in,say,Europe or America.“At Six
227、 Senses Qing Cheng Mountain,we see a strong need in our guests wanting high-touch treatments in the safe environment we provide.Theyre also more interested in boosting their immune system.This renewed interest gives us the opportunity to take our Chinese guests further along the path of their wellne
228、ss journey beyond a spa treatment,”adds Sands.For example,Tai Chiclasses are available at the nearby Puzhao Temple,along with Taoist“walking regimens”to“arouse yourinternal energy”.InTentaPhoto by Moby MartISLAND BOLTHOLESWith space and isolation at a premium for Chinese urbanites,those who can affo
229、rd it will be jetting off to private islands for a much-needed taste of paradise.By Marianna CeriniSoneva Fushi 34 TONGDIGITAL.COM GLOBETRENDER.COMISLAND BOLTHOLESDomestically and across the APAC region,luxury Chinese travellers will be looking to book villas and exclusive resorts away from the crow
230、ds.“Space has become a luxury,”says Kathy Gallagher,CEO Asia-Pacific for concierge company Quintessentially.“Our members are looking for opportunities to escape with their family or close friends by renting private villas,taking over boutique hotels,renting superyachts or going as far as hiring priv
231、ate islands for weeks at a time.Often,these travellers are looking for long-stay options where they can relax and bunker down in isolation and avoid interacting with strangers.”Private island holidays were already on the rise among luxury Chinese travellers and,post Covid-19,will grow more prominent
232、.“There is a real craving for relaxation and Hong Kong and Chinese customers will choose resort destinations in the APAC region over their European counterparts,”Gallagher says.Lucy Jackson,the co-founder and director of Lightfoot Travel,agrees:“While some affluent Chinese travellers may take off on
233、 an epic adventure to celebrate their new-found freedom,we anticipate others will choose a safer,more Covid-protected option.Nowhere does escapism quite like a private island.We expect there will be many looking to add some luxe back into their lives,but also wanting the reassurance that theyre in a
234、 safe space with carefully controlled numbers.”Resorts set up to accommodate this are likely to see a boost in bookings.Some are already ahead of the curve.At the beginning of summer,Anantara Hotels,at US$1 million for four nights/five days.In Indonesia,Nihi Sumba,a luxury villa resort on the remote
235、 island of Sumba,has been available for exclusive hire since 2016.It recently rolled out a million-dollar,month-long buyout with the tagline:“Socially Distant,Wildly Connected”.Bawah Reserve,a private island resort in the Riau Islands,has seen buyout enquiries double,according to travel trade public
236、ation TTG Asia.Farther afield,travellers might look to the UAE and Zaya Nurai,an island resort near Abu Dhabi available for around US$545,000 for safety,which rules out most urban breaks,”says Zak Dychtwald,founder and CEO of think tank and consultancy firm Young China Group,and a collaborator of up
237、scale travel company Virtuoso.“Island destinations within a six-hour radius of China can expect a windfall of guests,and those with existing relationships with Chinese travellers and travel advisers will benefit.”A recent travel trends report by Chinese travel booking platform T in partnership with
238、Google supports this.It says that places like Indonesia,with its abundance of natural attractions and private retreats,will be popular among affluent Chinese travellers post-pandemic.Likewise,Quintessentially Hong Kong has seen demand increase for private villas in Thailand over New Year and family
239、holidays in early 2021.“It is likely that Resorts&Spas launched a collection of buyout retreats from the Maldives to Medjumbe Island off the coast of Mozambique.Per-night prices range from US$20,000 to US$100,000.In the Maldives where Chinese nationals can fly home without quarantining if they take
240、a Covid-19 test before their departure and upon their return many resorts have already had inquiries and bookings for 2021.The St.Regis Maldives Vommuli Resort,with its 77 villas accommodating 154 guests and curated itineraries,can be hired for US$250,000 per night.Soneva Jani and sister resort Sone
241、va Fushi offer similar“Castaway”buyouts from US$100,000 per night,while those willing to spend even more for their privacy can do so at Raffles Maldives Meradhoo:an all-inclusive island buyout here starts three nights.Uninhabited islands in Tonga,Panama,the Philippines and French Polynesia have also
242、 seen more enquiries,according to Untold Story Travel.“The spending power of Chinese luxury travellers is substantial and theyre quick to push deals forward,”Dychtwald says.“I was with a Chinese luxury travel adviser on a weekend evening when they received an enquiry for villas in the Maldives.I wat
243、ched as the adviser co-ordinated with contacts across the globe past midnight.By the next morning,they had a half-million-dollar reservation.”Nautilus MaldivesInTentaPhoto by Moby MartHERITAGE HOSPITALITYGrowing national pride and a renewed appreciation for the past have paved the way for a renaissa
244、nce in historic architectural preservation and revival.By Kate SpringerAmanyangyun 36 TONGDIGITAL.COM GLOBETRENDER.COMChina is one of the oldest,most fascinating countries on the planet,with more than 3,000 years of storytelling,craftsmanship and architecture to draw from.Although wallet-friendly he
245、ritage inns,humble B&Bs and no-frills Mongolian yurts have long been an option for budget travellers,luxury hoteliers have tapped into this treasure trove of history to create high-end accommodations that celebrate the countrys rich culture and heritage.In the past two years alone,more than half a d
246、ozen luxury heritage hotels have opened their doors.Hugged by Guilins famed Karst mountains,the Yangshuo Sugar House(formerly Alila Yangshuo)sits pretty inside a revitalised red-brick sugar mill from the 1960s.Meanwhile,Amanyangyun features more than a dozen painstakingly HERITAGE HOSPITALITYrestore
247、d Ming-and Qing Dynasty-era houses surrounded by an ancient camphor forest all of which was rehomed from Fuzhou to the Shanghai countryside to save the national treasures from destruction.In the city,Shanghai EDITION refurbished a gorgeous 1920s art deco building,formerly the home of a power company
248、,while the Bvlgari Hotel Shanghai is to thank for a glamorous restoration of the 1916 Chamber of Commerce Shanghai building and the surrounding classical gardens.Set in the Xuhui Districts cultural preservation zone,the recently opened Capella Shanghai,Jian Ye Li has tastefully transformed Shikumen
249、townhouses(an East-meets-West architectural style that emerged in the 1800s)into ultra-luxe villas,boutiques and high-end restaurants.classic Chinese poetry,calligraphy,architecture and art picture a Ming Dynasty moon gate and larger-than-life porcelain vases in the lobby.May Yee Chen,Wunderman Thom
250、pson Intelligences APAC director,has a theory about why Heritage Hospitality is taking off.She says:“If we look at the geopolitical landscape,Chinas prominence on the world stage has resulted in a rise of national pride.There is a correlation between that pride and an appreciation for what makes you
251、r home,your country,so special.As a result,we are seeing a sophisticated,nuanced and broad appreciation of culture and heritage.”The luxury heritage boom shows no signs of slowing post-pandemic,with several new openings under way.As one example,the“Most of our guests are from Shanghai or two hours a
252、way,”says Ronan Henaff,the general manager of Capella Shanghai,Jian Ye Li.“Our guests are definitely seeking unique educational travel experiences.We often find that some of our guests grew up in Shikumen,so they would like to stay within our hotel to recall their childhood memories.Also,younger gue
253、sts are curious about the architecture style and the 1930s Shanghai lifestyle.”Such newcomers add to the countrys ever-expanding pool of luxury heritage properties,a market formerly dominated by high-profile addresses such as Fairmont Peace Hotel,the Aman at Summer Palace,Beijing Hotel Nuo and siste
254、r property,NUO Hotel Beijing.The latter NUO blends old and new,with modern interpretations of Mandarin Oriental Hotel Group is converting one of Beijings 13th-century hutong courtyard housingcomplexes into a luxury hotel.Similarly,the highly regarded Linden Centre a Bai-style courtyard home turned b
255、outique hotel in Yunnan province is also expanding.The founders,an American couple,are currently transforming two additional heritage sites into accommodations to keep pace with demand.“Guests are looking for stories to tell from hotels they visit,”says Bernhard Wimmer,general manager of NUO Hotel B
256、eijing.“This difficult time caused by Covid-19 has changed peoples mindsets the ability to travel will become even more meaningful and important.I believe that more guests will choose heritage hotels because it enriches their experience.”Capella ShanghaiInTentaPhoto by Moby MartPERSONAL ENRICHMENTRe
257、cognising that prestige doesnt just come from material gain,moneyed Chinese travellers are looking for experiential trips that centre around learning and self-improvement.By Marianna CeriniAdobe Stock 38 TONGDIGITAL.COM GLOBETRENDER.COMPERSONAL ENRICHMENTDesigner handbags and prized wines may have b
258、een enough to lure wealthy Chinese travellers in the past,but tomorrows affluent explorers will travel in search of more profoundexperiences.As lockdowns and shelter-in-place orders have made people rethink their priorities and reconsider what truly matters in their lives,many affluent Chinese trave
259、llers Andrea Oschetti,founder of Hong Kong-based travel company Blueflower.Despite this years travel hiatus,this penchant for experiential travel will likely pick up again post-pandemic.Erica Giopp,who leads bespoke tours for high-end Chinese clients in Italy,says:“Wealthy individuals have had acces
260、s to anything theyve wished for.After confinement travel for them is going to be about are looking for deeper,more purposeful travel experiences in the future.“Luxury travel is no longer just about a hot destination or booking the biggest suite,but rather about asking:who do I want to be?Where could
261、 I go that would facilitate this?With the challenges imposed by the pandemic,this inclination will only become stronger because travellers will want more value out of a trip,”says doing things and visiting places that can truly lead to self-development,self-care,emotional connections.It will no long
262、er be seen as just a fleeting pleasure.”Diana Chou,founder of private jet charter company and travel curator LVoyage,agrees:“Because of the language barrier,wealthy Chinese travellers will hire a private guide or a curator to organise everything for them,to create the journey.These can be sailing,ya
263、chting,vineyard visits and wine tastings in Italy and France.Some people love to experience the chteau and castle lifestyles in Europe.”Hotels and travel operators are keeping pace with the trend.In the Maldives,luxury resort Soneva Fushi offers an“astronomical dinner cruise”with a resident astronom
264、er on hand to point out stars and Adobe Stockconstellations;guided snorkelling with a marine biologist;and a private overnight experience on a deserted island for guests to fully unplug and focus on themselves all of which have proved particularly popular among wealthy Chinese travellers.Likewise,Te
265、ardrop Journey in Sri Lanka has designed a special experience for small groups that includes a train journey across the tea plantations,a fair-trade tea factory tour,cookery demonstrations,guided walks and a hike to Little Adams Peak.Thailands Phulay Bay,A Ritz-Carlton Reserve has introduced several
266、 experiences tailored to Chinese guests,including a local shadow puppet show with an expert and a boat trip to Hong Island National Park.Sister property Ritz-Carlton Langkawi provides cooking classes,while nearby the Andaman,a Luxury Collection Resort,immerses guests in a hands-on coral transplantin
267、g session,private guided snorkellingexcursions and rainforest walks.In China,high-end travel firm Exo Travel has developed a special nature-themed programme in Yangshuo,Guangxi Province,that guides guests on a 20km walk along the picturesque Li River,followed by a foot massage and thematic dinner at
268、 an old family house.Meanwhile in Hangzhou,the Four Seasons collaborates with local monks to guide guests in meditation,calligraphy and painting for a half-day or full-day excursion.“Memorable experiences will be one of the biggest taglines in luxury travel,”says Michael Lin of travel digital market
269、ing agency Mailman X.InTentaPhoto by Moby MartCASE STUDIES&VOICESAdobe Stock 40 TONGDIGITAL.COM GLOBETRENDER.COMCASE STUDY:HAINAN FREE TRADE ZONEThe island of Hainan located off the southern coast of China between Hong Kong and Vietnam is often dubbed the“Hawaii of the East”thanks to its crystalline
270、 waters and temperate climate,being on the very same latitude the smog of Beijing andGuangzhou,but crucially,its where they come to shop.In 2018,Chinese president Xi Jinping announced plans to transform Hainan into a“free trade zone”,moving to expand its status from a deluxe offshore tax haven,to an
271、 economic hub befitting the investment enjoyed by financial centres such as Singapore and HongKong.But for Chinese travellers,tax-free retail is key to the pull of the southern province,and the state has made moves to build on this appeal.Since 2011,the duty-free allowance for individual shoppers ha
272、s ballooned from 5,000 RMB(US$730)to the most recent adjustment of 100,000 RMB(US$14,600)in July 2020.In the first week of the policy change,the island as the tropical American state.Its home to some of Chinas finest beaches and a slew of luxury hotel brands,attracting some 83 million visitors in 20
273、19,up 9%on the previous year.Hainan is where the Chinese elite come to kick back and escape saw sales of 450 million RMB(US$65.77 million)for 65,000 purchases.In June 2020,China outlined a bundle of new trade policies for Hainan,a step seemingly taken in reaction to the international condemnation of
274、 Hong Kongs new security law,which has clamped down on civil liberties such as free speech and the right to protest long accepted as central tenets of the city states“one country,two systems”principle.The Hainan Free Trade Zone initiative is,in effect,an effort to decouple China from Hong Kongs fina
275、ncial and economic influence,instead creating an international trading hub of its own on the mainland.According to a government statement,plans to make Hainan,which is 30 times the size of Hong Kong,a regional Adobe Stocktrade and shopping hub are being“arranged and promoted by general secretary Xi
276、Jinping personally”,and the Hainan government has allegedly sent teams to Hong Kong,Dubai and Singapore to study their free trade policies.Among the new policies is a“second customs line”for products moving between Hainan and the mainland,with goods that have increased in value by 30%on the island a
277、llowed to enter China duty free.Income tax will also be slashed to 15%for some individuals and companies,while visa requirements for tourists and business travellers are set to be relaxed.Work is also under way to transform farmland into 11 pilot industrial estates,which will allow duty free imports
278、 and lower taxes to draw investors.Fei-Ling Wang,a professor at the Sam Nunn School of International Affairs at the Georgia Institute of Technology,told the South China Morning Post that the timing of the plan highlights Beijings desire to distance itself from Hong Kongs economic powers.“Hainan has
279、had that kind of mission since the late 1980s with a couple of big ups and downs.It seems that the timing now is especially telling about Beijings desires.”He adds:“Hainan cannot copy the critical advantages of Hong Kong without a fundamental political transformation ofChina;a well-established rule
280、of law that protects property rights;individual freedoms;enforcement of contracts;and a good relationship with the West and the US in particular.The rest are just add-ons.”Alongside some of Chinas finest beaches and top hotels is a shoppers paradise,where tax-free retail and free trade policies are
281、behind international appeal.By Marisa Cannon 41 TONGDIGITAL.COM GLOBETRENDER.COMCASE STUDY:WORLDWILDBill Bensley,the“Willy Wonka of hotel design”,is planning to build a wildlife reserve in China that will take the idea of a zoo and turn it on its head.be restricted to 5%.The area will be made up of
282、three zones Australia,Asia and Africa with respective native species living in their own“natural habitat”.last year,and will also become home to abused animals from Chinas zoos.Its an important step forward for the countrys environmental and ethical awareness,especially in light of the Covid-19 outb
283、reak,which has been traced back to wet markets selling wild animals in Wuhan.In an interview with Globetrender,Bill Bensley said:“I met with the highest leader of the Chinese Communist Party and his 45-person entourage in a giant ballroom and presented 800 metres of drawings of WorldWild.“My client
284、wanted us to build them a zoo,but I dont really like zoos so I said I would see what I could do.We looked at all the zoos in China there are about 15 or so,and there are some really bad zoos with animals in horrible cages and I said lets make a zoo WorldWild,which will take eight years to build,will
285、 enable endangered animals to roam free across 95%of a 2,000-hectare site,while humans visitors will Located in Wuchuan,in southern Chinas Guangdong province,thefirst phase of the project is expected to open in 2023.Visitors to WorldWild will be able to stay in luxury hotels within each of the diffe
286、rent zones.From the Waldorf Astoria WorldWild(in the Australia zone)to Bensleys own hotel brand Shinta Mani,which will have a 28-tent camp called Kamp Koala.There will also be hotels by Four Seasons,Conrad,Hilton and Canopy by Hilton.Overall,WorldWild will have 2,400 hotel rooms,enabling guests to o
287、bserve the animals outside from behind glass.Unlike a safari park,the hotels will form the perimeter and you wont be able to drive through the reserve.The project received approval from Chinas Communist Party leaders for people and all the animals can run wild.”WorldWilds various zones will be conne
288、cted by trains,with four operating between the different“Savannahs”.Bensley says that when the train stops at various stations,“we will pound home that message that wildlife should not be an item on the dinner menu”.He adds:“If the buying stops then the killing will stop.We hope to influence maybe t
289、en million Chinese people a year in this way.”Bensleys WorldWild has released a list of animals that theyre looking to rescue from Chinese zoos,including elongated tortoises,white rhino and golden snub-nosed monkeys.However,there will be no need for enclosures to keep animals apart inside as there w
290、ill be no predators,says Bensley.Maverick hotel designer Bill Bensley has embarked upon his most ambitious project yet:WorldWild,a zoological resort in Wuchuan where animals roam and humans are caged.By Jenny Southan 42 TONGDIGITAL.COM GLOBETRENDER.COMCASE STUDY:WECHAT MINI PROGRAMSIn 2017,Chinas mo
291、st popular social media platform,WeChat(owned by Tencent),pioneered a service that gives its 1.2 billion users access to miniature,branded versions of the app,circumventing the need for data-sucking downloads if limited functionality is all users are after.For travel operators and tourism boards,WeC
292、hat Mini Programs serve as easy-access,informational tools,offering up-to-date articles on attractions,frequently asked questions,interactive maps,audiovisual guides,and ticket purchase and storage capability.In 2020,Covid-19 has forced travel brands and institutions to embrace digital transformatio
293、n,and WeChats Mini Programs users works of art from the collection,which they can swipe left or right depending on whether they like the piece or not,while the“Awards”function gives users tasks to complete and the chance to win prizes such as exclusive wallpapers,MoMA postcards and membership draws.
294、Meanwhile,Italy which is Europes most popular destination among Chinese luxury travellers has partnered with WeChat for a Mini Program to attract tourists back to the peninsula.It caters to traveller needs for Chinese-language information,plus functionality to pay for services in renminbi using WeCh
295、at Pay.Scheduled to launch in October ahead of Chinas are proving key to brands emboldened efforts to reach the Chinese market.In May,11 US museums,including New Yorks Guggenheim,the Museum of Modern Art(MoMA)and the Asian Art Museum of San Francisco,partnered with the social media giant as part of
296、the“Museum in the Cloud”experience,giving users the chance to access collections via video,interactive games and through audio guides to seminal artworks such as Van Goghs Starry Night or Monets Water Lilies.Enlisting a user experience that will resonate with many,two novel functions from the MoMAMi
297、ni Programhave taken their cues from dating apps of the moment.The“Find Your Match”function serves Golden Week holiday,the Mini Program will spotlight attractions in Milan,Venice,Rome and Florence,and feature 4,000 museums,55 UNESCO sites and some 500 monuments.It will enable Chinese travellers to o
298、rganise trips using just the Mini Program app and to create a digital handbook that offers information on landmarks across the region.For destinations and cultural institutions,digital marketing collateral such as Mini Programs gather a wide range of data on users,giving brands that invest a broader
299、 understanding of Chinese visitor behaviour.In March,WeChat signed a MoU with gulf carrier Etihad,which aims to promote innovation and greater investment in Chinese traveller interests.The partnership includes the launch of the airlines own Mini Program,which gives users the opportunity to customise
300、 their trips and communicate with representatives in their native language.Robin Kamark,chief commercial officer,Etihad Aviation Group,said:“The collaboration with Tencent presents a huge opportunity for Etihad,enabling us to engage with our guests on the biggest digital platform in China,speaking t
301、o them in their language and on their preferred platform.”He adds:“Forging a partnership with ChinasTencent right now shows our strong support for China,which is a very important market for Etihad.”Andy Ann,chairman of Hong Kong-based digital marketing agency New Digital Noise,says:“Mini Programs on
302、 WeChat open up all kinds of functionalities to connect with potential customers.Brands can initiate functions including loyalty programmes,interactive games,they can collect customer data and launch a variety of engaging campaigns.Without Mini Programs,WeChat is just amessenger service,but it becom
303、es a super app with them.”For travel brands and tourism boards,WeChat Mini Programs miniature,branded versions of the popular social media app are indispensable tools for reaching the Chinese market.By Marisa Cannon 43 TONGDIGITAL.COM GLOBETRENDER.COMVOICES:TRAVELLERS“My usual spend per holiday is a
304、round 225,000 RMB(US$32,800),although it depends if it is a trip with friends or a longer trip with my family.For a two-to-three-week trip with my mum and dad,Id say we spend around 90,000 RMB(US$13,100)per person.“Shorter trips at the end of a business trip or weekend getaways with friends would be
305、 closer to 20,000-30,000 RMB(US$2,900-$4,400).I used to do that once a month,most often Bangkok and Taipei.On long trips with my parents,we usually fly premium or business class,but I tend to fly economy on shorter trips around the region.“Once we can travel again,I think I will choose a leisure bea
306、ch holiday to avoid the crowds.For that reason,I dont think Ill go to Japan or Europe for a while,and opt instead for somewhere like Sanya or Bali places that feel safe to me.All I want right now is sunshine,the outdoors and nature.“Post Covid-19,I dont think I will change the way I travel I really
307、want quality experiences.But I do think things will be cheaper for a while,so I wont have to spend as much as I used to.Many travel agents are sending me deals and promotions Six Senses in Bali has cut rates by 50%for instance.Thats a great deal.“In the future,unless I am going on a beach holiday th
308、at requires me to fly,I will probably drive a lot more.I dont think I will take trains or public transit as much in the next year or so,even when I go to places in Europe.My concern is the pandemic,but also the fact that trains only stop in big cities,while Id rather experience the culture and every
309、day life of the small towns.”“Before the coronavirus pandemic,I would take two big holidays a year,one in the summer and another in winter.In between,I would usually do shorter trips.Europe would be my preferred destination,as its really easy to travel from country to country.I would take off for ab
310、out a month at a time and budget about 200,000 RMB(US$29,200)for a multi-leg trip.“As soon as things clear up,I want to go back to Europe.I actually had to cancel a trip over Chinese New Year due to the virus,so I am just waiting for the right time to do it.I am planning to go to Vienna and Eastern
311、Europe its a part of the world I am really curious about and I havent seen before.I am interested in the architecture,the culture,the history.I just really love to immerse myself in the places that I visit.“Once I am there,I plan to use all different types of transportation:trains,boats,cars whateve
312、r makes the most sense and feels convenient.I am pretty flexible.I will probably stay in a mix of hotels and Airbnbs thats usually what I do when I travel.I love to stay in heritage hotels or really famous hotels,so I will make sure that is a priority.Those landmark properties are part of the experi
313、ence,but staying with friends or in an Airbnb helps me to see the local culture.“I like to travel solo and I dont think thatll change after Covid-19.Though of course,I will only travel to places that I think are safe and clear of the virus,or where it at least seems under control.If it doesnt feel s
314、afe,then Ill give it a miss.As for my budget,I think thatll remain unchanged.”INTERVIEWS BY KATE SPRINGERNELSON WONGCHRISTINE ZENGManaging partnerRestaurateur 44 TONGDIGITAL.COM GLOBETRENDER.COMVOICES:TRAVELLERS“My first holiday will either be a three-to-five-day trip to Taiwan or a week-long trip t
315、o Japan.For Taiwan,I am thinking of visiting Yilan and Hualien for nature,then spending the rest of the time in Taipei to enjoy omakase meals and the night markets.“In Japan,I will visit Fukuoka first a few shops there offer some of the best Champagne selections in the world and then make my way to
316、Saga,where Ill relax at onsen hotels and eat the world-famous beef.“Ill be travelling with my wife Gigi,who I havent seen since the end of January.At the start of the outbreak,I asked her to go stay with her parents in Hong Kong and be somewhere safer.We didnt know it was going to last this long.“My
317、 budget for any upcoming trips will likely be similar to pre-Covid-19 20,000-30,000 RMB(US$2,900-$4,400)per person for about five days.But I will definitely change my travel style;while stuck at home during the lockdown,I reflected on the places weve visited and realised that I was always working.Fr
318、om now on,Ill be putting my phone and computer away.“My favourite holiday has to be our honeymoon in Scandinavia.We visited Iceland for ten days,enjoyed the beauty of nature(we even caught three nights of Northern Lights),and then flew to Copenhagen for six days of amazing food and drinks.We decided
319、 to stay at an Airbnb and the host really made the trip for us.“My last big break before Covid-19 was in Europe.We ate like kings in San Sebastian,saw my wifes goddaughter in London,then ventured to the Cotswolds.We absolutely fell in love with that area.We wrapped up the trip in Paris,where we fill
320、ed up our suitcases before flying home.”“I usually spend around 100,000 RMB(US$14,685)per person for a 15-to 20-day holiday with my husband,whos my number one travel partner.We generally fly Business and go to Europe at least once a year.I love it there,so thats where I amplanning to return to post-
321、Covid-19.It may not be totally safe,but I am still willing to go.“I like exploring the local culture,trying the food,and dedicating plenty of time to shopping,so Paris and Milan are my favourite destinations.The shopping there is the best and I can always find all the best brands,quality and styles.
322、“When I go back,Ill probably spend four to five days in each city,and rely mostly on private cars to get around.I am a total bon viveur,who really enjoys the finest things in life beautiful things,exquisite culinary experiences,sophisticated wines.You can imagine that is has been really depressing f
323、or me not to be able to travel during the pandemic.“Once we can travel again,Ill probably increase my budget I would estimate around 200,000 RMB(US$29,368)for a two-or three-week trip.I plan to travel for longer periods of time in the future to make for all the lost time this year.”INTERVIEWS BY KAT
324、E SPRINGERTOMMY WONGR.YANManaging directorLawyer 45 TONGDIGITAL.COM GLOBETRENDER.COMVOICES:EXPERT PREDICTIONSWolfgang Georg Arlt,CEO,China Outbound Tourism Research Institute“Once its deemed safe again,luxury travel will resume fast.Personalisation,with the help of data and AI,will be one of the mai
325、n traits to emerge across the travel industry in China,as will a higher level of sophistication over obvious bling.“Well likely see a greater shift from the Dean Winter,managing director,Swire Hotels“Covid-19 has increased the capacity and appetite for improvisation and innovation in the luxury hosp
326、itality industry,which will continue for many years.I expect that this renewed creativity will be seen across the board,as the pandemic has paved the way for people to leave their comfort zones and try something new.“The younger generation in particular might be bolder in terms of travelling both do
327、mestically and internationally when travel bans lift.They are adventurous and Andrea Oschetti,founder,luxury travel company Blueflower“People will consider their travel plans more carefully and come to expect more from trips,both in terms of quality and what they want to experience.Flexibility,secur
328、ity and safety will be Chinese luxury travellers main priorities when booking a holiday.“The travel industry needs to understand that disruptions,cancellations and travel bans are a possibility;we need to be proactive,not reactive to the uncertainty.Being flexible so that travellers can modify their
329、 plans should become a common practice.“Giving travellers financial security is also nouveau riche type(“Bring me the most expensive wine you have in your cellar”)to a more worldly kind of traveller(“I prefer an Entre-Deux-Mers for fish dishes”).“While older affluent travellers will still opt for fi
330、ve-star hotels,younger generations will seek boutique hotels and,increasingly,glamping options in the future.Holiday homes and chalets,on the other hand,will be popular among multigenerational family groups.“Across the board,high regard will be given to sanitation and hygiene,but also personal exper
331、iences,development and alternative forms of travelling.The one big loser from the pandemic?The cruise.”curious,and hence would worryless when considering travel.“Luxury has slowly been redefining itself over the years,moving from purely high-end offerings to also providing exclusive off-the-beaten-p
332、ath or unique experiences that really ground you in the culture,sights and sounds of a destination.“People are hungry to travel and we do expect those with a higher spending power to still want to seek out these experiences once they are able to do so,as it will be easier for them to escape to desti
333、nations with fewer crowds.“Perhaps one key change post Covid-19 is that elite travellers will seek out places they can fully trust to give them a good balance between safety and an impeccable guest experience.”important.Hotels and tour operators should become more transparent.Travellers will see how well a place has handled the pandemic and what steps hotels are taking to guarantee their safety.“T