The desire for health and wellness for the citizens of a country is not limited to the United States. The Chinese State Council established an initiative in 2016 known as “Healthy China 2030”. The goal of this national strategy is “enabling everyone to be involved in health, share health, and be responsible for health”. The promotion of this initiative has impacted the travel industry with the creation of a new group of middle-class Chinese travelers that now have the means to explore the world for the first time. In fact, the United Nations World Tourism Organization found that the Chinese traveler makes up 21% of all tourism spending worldwide. This travel industry number is having a big impact on the global-wellness sector and this growth can be traced to China’s attraction to outbound health tourism
Chinese Travelers are Planning their Own Trips
It’s been reported that one-third of Chinese passport owners are below the age of 30. In addition, 60% of Chinese travelers are skipping traditional organized tours and planning their own trips. According to Luxe Digital, these well-informed travelers, that are digitally inspired by images they view thanks to visual asset management systems, will plan their holidays in great detail before they begin their travel journey. It is imperative that hotel marketing teams pay attention to the desire of Chinese travelers and satisfy their desire for new experiences from the travel industry. A recent CITRI Report stated that this generation of Chinese travelers are 50% more likely to look for travel inspiration from online media outlets they trust including TV outlets and key opinion leaders for their age group.
Hotel Tips on how to Attract Gen-Z and Chinese Travelers
While Chinese travelers have a desire for diverse experiences, there are some “universal topics” that will attract their attention:
- Organic gets attention – China is a country where eating meat is considered to be a sign of prosperity. In response to this cultural norm, China has seen a 17% increase in the number of vegetarians in the country. In addition, 82% of Chinese travelers are willing to pay a premium for food that is not filled with unhealthy ingredients. As the country continues to fight childhood obesity, any wellness trends spotlighted by the travel industry will be given special attention by the people of China.
- Spas remain popular – Spas that offer aesthetic wellness programs and beauty packages have done well in the past. The current Chinese wellness traveler is looking for traditional wellness practices combined with cutting-edge technology. It has also been shown that countries that can provide advanced medical practices stand to do well with Chinese tourists that are well off financially.
- Hot springs – The citizens of Asia have always considered hot springs to be a symbol of healing and overall wellness. The desire to visit a hot spring is seeing a revival as the total hot spring tourism market grew almost 100-million US dollars between 2012 and 2014. Chinese travelers are also inclined to visit a hot spring since “Healthy China 2030” encourages visiting and using hot springs for wellness.
- Fitness focus – There are 15-million gym members in China and they are looking for gyms that offer a high level of connectivity as part of their standard package. They are looking for gyms with health tracking apps and sync-able gym equipment since digital natives are helping to shape health trends in the travel industry.
Promote Resort & Hotel Wellness with Visual Asset Management
In order to tap into the growing Chinese traveler segment of the travel industry, hotel management is encouraged to promote their resort and hotel wellness features using visual asset management. A cloud-based visual asset management system gives hotel management and hotel marketing team access to the visual assets of an organization any time of the day or night that the visuals are needed to promote or update the marketing message of a hotel. In addition to the actual visuals, the hotel industry is encouraged to stay connected to the growing trends of China so they can stay on top of marketing and hotel booking opportunities. Adding Chinese language descriptions to the visual collateral of a website is an easy way to get started in reaching the active and growing wellness section of the Chinese traveler market. Large online travel agencies in China, such as Ctrip, Meituan, Fliggy etc. are eager to connect to western hotels and make agreements to put your hotel chain in front of 142 million Chinese outbound tourists annually.