Looking ahead, affluent Chinese Millennial parents are planning to venture further than Asia. In the next 24 months, their itineraries will include Australia (38%), which is also considered the most family-friendly destination, France, Canada, the UK and the US. The more outdoorsy Canada appears to appeal more to the younger generation of parents aged 18–30 than those aged 31–38.
Interestingly, our survey shows that this new generation of Chinese luxury travellers may not even be staying at the latest five-star hotels – instead, many want private rental accommodation through Airbnb, or its Chinese equivalent of Tujia, for a more authentic local family experience. Instead of sitting by the pool sipping cocktails while their child plays in the water, they will be at a local venue, sitting as a family watching the latest musical or concert together.
There are other signs that the preferences and behaviours of the Chinese traveller are changing. Wealthy Millennial parents are actively seeking adventure. Over half (54%) of our survey respondents said they are very interested in taking their child to visit the Antarctic and the same proportion (54%) said they are keen to go on a round-the-world trip. Half (52%) of respondents also shared a keen interest in cruise holidays.
So while the tourist buses take the masses to see the Eiffel Tower, next year we can expect affluent Chinese young parents to take their kids to the lavender fields of Provence and visit a vineyard or two on the way.
For hospitality and travel brands, when developing summer holiday campaigns targeted at the affluent Chinese Millennial family traveller, the messaging may be stickier if you consider the insight that travel is no longer about ticking off the list of major sights of the world, but about seeking experiences that bond their family together even more. Instead of following the tour guide’s flag, affluent Millennial parents are looking to plant their own family flag on their travels.