The U.S. and New Zealand, Favorite luxury travel destinations for affluent Chinese tourists.

Pierre Gervois -Shanghai Travelers' Club VLDThe Shanghai Travelers‘ Club has the pleasure to announce the results of the Luxury Travel Awards 2013.
The results come after a vote by the 3,400 Chinese members of the Shanghai Travelers‘ Club, who distinguished the very best luxury hotels, travel agencies, destinations and luxury lifestyle experiences all over the World according to the taste of affluent Chinese outbound travelers.

Awards have been presented in three categories: World’s Best Luxury Travel Experiences, Asia-Pacific Best Luxury Travel Experiences and USA Best Luxury Travel Experiences.

New Zealand has been awarded the most coveted title of “ World’s Best Luxury Destination 2013”, as well as three other New Zealand winners: Auckland Airport (World’s Best Airport), Whare Kea Lodge (Best Asia-Pacific Boutique Hotel), and Millbrooks Golf resort (Best Asia-Pacific Golf Course).

The U.S. is also a very popular luxury travel destination for affluent Chinese tourists, who distinguished great luxury shopping experiences (South Coast Plaza, Best USA Luxury Shopping Mall), historical hotels (Waldorf-Astoria, Best USA hotel), luxury lifestyle exeriences (Crowds on Demand, World’s Best Luxury Lifestyle Experience), or travel agencies (Luxe Travel Hawaii, Best USA Luxury Travel Agency), to quote a few.

As said Pierre Gervois, CEO of China Elite Focus Magazines President of the Shanghai Travelers‘ Club: “The new generation of affluent Chinese outbound travelers have demonstrated in their vote that they are now very mature and experienced World travelers, far from the clichés of the “Group tours”.”

Mr Gervois added: “It’s time for the luxury travel industry in Europe and in the United States to realize that their future Chinese guests are now no more looking for discounted trips, but expect a high quality of service in the very best hotels and luxury retailers. They enjoy travelling independently, making their own itineraries, and trying more sophisticated luxury lifestyle experiences.”

In 2013, Let’s re-think marketing to affluent Chinese outbound tourists

shanghai travelers club Fall 2012 coverI want to thank you all for your active participation in our discussions and exchanges on this blog about how welcome better Chinese travelers. You’ll notice that I don’t say “Tourists”. I prefer to use the term “Travelers” as I think it better descibes the level of maturity and sophistication reached by Chinese outbound travelers. The time of cheap “Group tours” is now over for Chinese travelers:It’s time for hospitality and travel industries in the United States, Europe and Asia-pacific to re-think the way they are promoting their hotels and destination management companies’ services in China. More focus on quality and genuine VIP welcome, less focus on discounts and entry-level services. The 2013 Chinese traveler now wants the exact same level of service that European and American travelers. It’s time for all of us to understand this and act accordingly for the marketing and Public Relations campaigns intended for a Chinese audience: Better contents, better design, more interaction on Chinese outbound travel social media networks and a more accurate advertisement strategy with specialized Chinese luxury travel magazines. Four pounds glossy paper Chinese luxury lifestyle magazines are perfect to promote watches and jewelry brands in China, but are not very effective to promote outbound travel destinations. The new generation of digital Chinese luxury outbound travel magazines are far more effective to reach the specific audience of affluent Chinese outbound travelers. We’ll talk a lot about these new exciting magazines in 2013!

Have a great 2013 year with more Chinese guests.

Pierre Gervois


China Elite Focus Ltd.