With China the world’s largest consumer of luxury consumer goods, the significance of the Chinese market for the luxury travel sector cannot be overstated, according to Traveller Made’s Aymeric Naudin.
Naudin is the General Manager of Link Travel Services which represents Serandipians and Takumians by Traveller Made in China. In a conversation with LATTE at the recent Essence of Phuket travel show, he said that, while Chinese travellers have become increasingly domestic-focused due to travel restrictions and economic conditions, the market is one of incredible resilience and potential.
“The domestic travel market, especially in China, is booming,” he said. “Chinese consumers are still the number one luxury consumers globally, and they want to spend more on experiences.”
One of the key trends Naudin identified is the role of technology in shaping travel behaviors in China. The rise of AI tools like ChatGPT and platforms like Little Red Book and TikTok has dramatically altered how Chinese travellers plan their trips.
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“They’re coming with full itineraries they created through AI, and it can be strange for agents who are used to doing all that work,” Naudin said, highlighting how Chinese travellers are now leveraging technology to craft personalised itineraries.
This shift presents both a challenge and an opportunity for luxury travel companies. Naudin explained that businesses must adapt to the new way of planning trips, integrating technology to meet the demands of a more tech-savvy and independent traveller.
Despite these challenges, Naudin believes that brands like Traveller Made are uniquely positioned to thrive in this market.
“Traveller Made is particularly suited for the Chinese market because we offer a very bespoke, personalised experience,” he said. “This bespoke service aligns with the desires of Chinese consumers who are increasingly seeking luxury travel that offers personal touches, exclusivity, and immersive cultural experiences.”
He stressed the importance of creating deep cultural connections in order to appeal to Chinese luxury travellers. “Luxury travellers, especially in China, are looking for more than just a place to stay—they’re seeking an authentic experience,” he explained. “They are willing to pay for something that is memorable, unique, and represents a different cultural perspective.”
For luxury travel businesses, this means that staying relevant requires more than just high-end hotels or top notch services; it involves offering travellers an opportunity to engage with local culture in a meaningful way.
And while international travel is on the rise, Naudin highlighted accessibility as a critical factor in choosing travel locations. “Flights are a major issue,” he pointed out, especially when it comes to long-haul travel. However, he points out that despite these barriers, there is still strong interest in international destinations, particularly for those travellers looking for unique, once-in-a-lifetime experiences.
The global luxury travel sector stands to learn much from the Chinese market, according to Naudin. “When the team in Europe looks at China, they’re looking at the future,” he stressed. “China is really about 10 years ahead. It’s definitely a trendsetter, in my opinion.”
Watching such trends unfold is crucial to succeed amid an increasingly dynamic landscape, fuelled by technological advances. “You have to be flexible and willing to embrace new ideas,” Naudin said.
“The market is moving quickly, and to succeed, you need to stay ahead of trends, integrate technology, and offer a product that appeals to the desire for authenticity and unique experiences.”
