How to impress China’s super-rich travellers

A fast-expanding group of nouveau riche Chinese is travelling for social status reasons rather than for cultural or sightseeing reasons.

They are more interested in expensive watches and wine than mountain vistas; they want to play high stakes casino tables or bet on the horses rather than be taken on a tour of local parks and museums.

They don’t want bike tours, but they will drive expensive sports cars or travel by luxury yacht or helicopter.

Golf is another big attraction, along with hunting.

Most of all, says Pierre Gervois, chief executive of China Elite Focus Ltd, they want to be treated like VIPs, enjoying first class travel, luxury accommodation and amenities.

Gervois, based in Shanghai, said high-wealth Chinese tourists are looking for ways to spend their money extravagantly, but the luxury products they sought are not always available.

Gervois, speaking at TRENZ, the New Zealand travel trade show, said a growing number of urban and affluent Chinese were travelling with the freedom of choosing their accommodation and airline for themselves.

“These people don’t want to travel in groups. They want to shop at Gucci and Louis Vuitton, choose their own luxury hotel and be spoiled with VIP dinners with local dignitaries.

“These people are seeking respect and consideration because their social status is so important to them.”

Gervois said luxury travel clubs in China were catering to the needs of the wealthy travellers and were influencing the choice of travel destination for their members.

Gervois said there are three categories of wealthy Chinese travellers.

In the first category there are high-ranking politicians and CEOs of state companies. They are followed by the sons and daughters of those in the top categories. They are generally young people in their mid-20s.

The third category are rich entrepreneurs who made their money in sectors such as mobile phones and after working very hard they now want to spend their money and impress their peers.

According to Gervois, China has 960,000 rich (wealth of US$1.6m) and 60,000 super-rich with wealth of US$16 million.

Their shopping budgets when travelling overseas could be anywhere between US$40,000 and US$150,000.

China Elite Focus is working with Auckland Airport on a marketing campaign aimed at wealthy Chinese. The campaign includes a website targeted at wealthy Chinese travellers, social media and direct marketing and a partnership with the Shanghai Travellers Club.

“The campaign will demonstrate that New Zealand is a luxury destination where Chinese travellers can have a premium experience,” said Gervois.

by Ian Jarrett