Chinese Travel 2014

8/19/2019 Chinese Travel 2014

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The Chinese Luxury Traveler2014


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Welcome NoteThis is the fourth consecutive year that Hurun Report has cooperated with ILTM Asia to publish The Chinese Luxury

Traveler (2014). This report analyzes the travel habits and consumption patterns of China’s HNWIs in the past year, and

includes a new case study on medical tourism through collaboration with DIADEMA.

According to statistics provided by the China Tourism Academy, consumer demand was strong as China’s tourism

economy grew steadily in 2013, with the number of Chinese outbound tourists coming to a staggering 98 million, up

17.8% year on year. However, the international tourism trade deficit continued to widen due to the rapid growth of

outbound tourism. The China Tourism Academy continues to hold relatively optimistic expectations for the tourism

economy in 2014 and believes it will continue to maintain steady and rapid growth.

Our data is mainly derived from three special surveys completed by Hurun Report in collaboration with DIADEMA,

ILTM and GHC Asia. Of particular note is that DIADEMA’ s 2014 Survey on China’s High-end Tourism, currently the most

comprehensive special survey conducted on China’s super tourists.

The study found that tourism is still the most popular leisure pursuit among China’ s HNWIs; China’ s HNWIs travel

frequently for business, spending over 1/4 of their time on the road; online social media has become the most important

source of information; China’ s super tourists spent 18 days abroad on average last year; per capita travel spending is

RMB150,000 a year; China s HNWIs love island getaways; more than half of China’s HNWIs select their travel

destination themselves; a high proportion of them design their own tours; 66% would consider medical tourism; tours to

the north and south poles have become the new darling of luxury travel; the preferred destination for cruise tourism is the

Caribbean Sea.

Best Luxury Hotel Brand: Jing An Shangri-La


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About International Luxury Travel Market Asia (ILTM Asia)

About International Luxury Travel Market (ILTM)

Now entering its 8th year, ILTM Asia is the leading luxury travel event for the Asia Pacific region. ILTM Asia is

an invitation-only event, where the very best travel agents and advisors from across Asia meet the world’ s very

best luxury travel experiences. For more information on ILTM Asia please visit www.iltm.com/asia

International Luxury Travel Market is a portfolio of global, regional and specialist luxury travel events.

Alongside the global flagship event in Cannes, ILTM has core international events in the Asia Pacific and Americas

regions and three specialist events; ILTM Japan, ILTM Africa and ILTM Spa. For more information on ILTM events

please visit www.iltm.com


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About Hurun ReportPassionate about Chinese Entrepreneurship

Headquartered in Shanghai, Hurun Report is an interactive, multi-platform media group targeted at high net worth individuals

(HNWIs). Hurun Report is widely recognized as the foremost authority in tracking and profoundly influencing the changes amongst

China’ s HNWIs. Hurun Report has a stable of four platforms, i.e. magazines, new media, events and research.

In 1999, Rupert Hoogewerf founded the China Rich List, an annual ranking of the 1,000 wealthiest Chinese with personal fortunes

of more than CNY2 billion. The list has been published for 15 consecutive years. In 2004, the Hurun Philanthropy List, a ranking of the

100 most generous philanthropists in China, was first released and has since been published for 10 consecutive years. In 2012, the

Hurun Global Rich List was launched and has since been published for three consecutive years. The list identified 1,867 people

worldwide who were worth more than US$1 billion.

Hurun Report’s four magazines include the Hurun Report, a monthly magazine; Hurun Schools Guide, which offers guidelines on

studying abroad for children of high net worth families; Wings & Water, designed for China’s super-HNWIs who possess or dream to

possess over CNY200 million in assets, and targets buyers who have a strong interest in business aircrafts and super yachts; Horse &

Polo China, an upstart fashionable magazine offering extensive coverage of equine sports.

The Hurun Report iPad magazine, the top ranking business & investment title Apps according to Apple APP Store, is Chinese

HNWIs’ preferred wealth and lifestyle guide.

In 2013, Hurun Report organized a total of 91 events mainly in China, including gala dinners, private cocktail receptions, high-end

forums, high-end exhibitions, press conferences and luxury workshops.

Hurun Report, which shapes opinions on luxury travel, once again is in collaboration with International Luxury Travel Market (ILTM).

This year is the eighth consecutive year that Hurun Report is the official media partner of ILTM Asia. Following the Hurun World’s

Largest Charter Yachts 2013 last year, the Hurun Research Institute released its second ranking of the world’s charter yachts in March

2014. This is also the first authoritative ranking of the world’s fastest yachts. In June 2012, for the third consecutive year, Hurun Report

hosted a photo exhibition entitled The World at Their Fingertips: Ecotourism through the Lenses of China's Entrepreneurs in Shanghai,

showcasing works from six Chinese billionaire entrepreneurs with a passion for eco-travel. In 2009, Hurun Report launched the Hurun

Presidential Awards, which are presented to the best presidential suites, executive suites, executive lounges and swimming pools of

outstanding luxury hotels. The authoritative awards endeavor to provide a trusted top hotel guide for China’ s HNWIs, while helping the

hotels to continuously improve their facilities and services.

For more information, please visit Hurun Report’s website (www.hurun.net)

You can follow us on Sina Weibo (weibo.com\hurunreport) or

on WeChat (HurunReport)


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EXCELLENT SERVICE CREATES

UNFORGETTABLE MEMORIES

The Ritz-Carlton, Sanya boasts nearly 30 international ladies and gentlemen from

more than 10 countries, including America, Russia, France, Italy and Thailand, among

others. The entire team of almost 800 personnel live by the renowned Ritz-Carlton credo,“We are Ladies and Gentlemen serving Ladies and Gentlemen,” helping guests navigate

an exquisite travel journey in the tropical splendour of Sanya with their multi-cultural

backgrounds, and creating unforgettable memories with their refined service offering.

French-American General Manager Mr. Michel L. Goget said, “Among the diverse

nationalities represented at The Ritz-Carlton, Sanya, we are bound by one common thread

-- the pledge to provide the finest personal service and facilities for our guests, who will

always enjoy a warm, relaxed and refined, yet international ambience.”

The hotel’ s 450 rooms include 33 pool villas, each with their own private butlers, in

addition to 21 luxury suites. Being nestled between the pri stine white sand beach of

Yalong Bay on one side and a mangrove reserve on the other, views from all guest rooms

are breathtaking. Each of the 33 one-, two-, and three-bedroom private pool villas are

tastefully and sensitively furnished with a large outside deck, double and single sun

loungers for lazy days and evenings, and intimate infinity pools which merge with the

horizon.

The Villas at The Ritz-Carlton, Sanya offer the very highest levels of comfort, style, service, facilities and luxury. Offering a range of

tailor-made and unique facilities, guests staying at The Villas can enjoy the services of their own butler, private dining, yoga or tai chi

classes, even take advantage of the resort’ s ‘Romanceologist’ .

Sanya is an ideal destination for weddings and honeymoons. To ensure guests enjoy a uniquely unforgettable experience with their

beloved, The Ritz-Carlton, Sanya has engaged the world's first in-house romance expert or “Romanceologist” .

The ultra-luxury resort is Sanya’ s first resort to be able to offer guests an intimate waterfront wedding chapel – set against the breath

taking backdrop of the pristine white sand beach of Yalong Bay.

Personalized service

Destination of romance

Mr. Michel Gogetr. Michel Goget

General Manager of The Ritz-Carlton, Sanyaeneral Manager of The Ritz-Carlton Sanya

Mr. Michel Goget

General Manager of The Ritz-Carlton, Sanya


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C on t en t s

Welcome Note

About International Luxury Travel Market Asia (ILTM Asia)

About Hurun Report

Part 1: How Big is China’s Luxury Travel Market?

How Many Chinese HNWIs are there?Distribution of Chinese HNWIs across China’s Major Cities

Part 2: China’s Wealthiest – Lifestyle Review

Travel is the Preferred Leisure Pursuit for Chinese HNWIs

Swimming is the Preferred Sport for Chinese HNWIs

Online Social Media Key to Influencing China’s HNWIs

China’s Wealthy Spend Over 1/4 of Their Time on the Road

Part 3: Travel Habits

Travel Schedules

Hotel Reservation

Overseas Study and Immigration Drive Outbound Travel Market

Part 4: Top Travel Destinations among China’s Wealthy

Consumers

Sanya Remains the Hottest Domestic Travel Spot

HNWIs’ Interest in Australia Increased Significantly

Travel Shopping

Gifting

Part 5: Travel Habits and Trends of Chinese Super tourists

Travel Experience

Travel Decision-making Process

Case Study 1: My Best Trip

Case Study 2: My Trip during Chinese New Year in 2014

Case Study 3: Travel Trend Prediction

Case Study 4: Medical Tourism

Photography

Appendix: 2014 Survey on China’s High-end Tourism

01

02

03

07

0708

09

09

10

11

13

14

1416

17

18

18

18

19

20

22

22

23

24

25

26

28

30

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Part 1 :

How Big is China’s Luxury Travel Market?How Many Chinese HNWIs are there?

There are approximately 8,300 individuals with CNY 1 billion or more in assets in China today, up200 on last year. 2,800 of them have been identified

by the Hurun Research Institute and a further estimated 5,500 have been missed, the so-called “hidden” wealth.

There are 300 individuals with CNY 10 billion or more in assets, up20 on last year by 7%. Among them, 140 individuals have been unearthed by the

Hurun Research Institute and 160 individuals classified as having “hidden” wealth.

There are about 67,000 individuals with personal wealth of over CNY100 million in China, up2,500 or 4% on last year. The Hurun Research Institute

forecasts that the number of individuals with personal wealth of over CNY100 million in China could reach73,000 in the next three years.

There are 2.9 million individuals with personal wealth of over CNY 6 million in China, up100,000 or 3.6% on last year. The Hurun Research Institute

forecasts that the number of individuals with personal wealth of over CNY 6 million in China could reach3.35 million in the next three years.

07

“Known” Wealth Total Wealth

“Hidden” Wealth

CNY 10 billion

CNY 2 billion

CNY 1 billion

CNY 10 billion

CNY 2 billion

CNY 1 billion

CNY 10 billion

CNY 2 billion

CNY 1 billion

CNY 100 million

CNY 10 million

CNY 6 million

( 7.1%)

( 6.7%)

( 2.5%)

( 3.9%)

( 3.8%)

( 3.6%)

300

3,200

8,300

67,000

1,090,000

2,900,000

140

1,018

2,800

5,500

2,200

160

Source: Hurun Research Institute

Increase Compared to 2013


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Harbin 13,590

390

Beijing 490,000

11,300

10,760

410

Xi’an 14,140

440

15,120

570

Chongqing 36,200

830Shenyang 21,170

490

Dalian 22,120

600Tianjin 51,400

1,600

Changsha

Wuhan

Zhengzhou

Nanjing 30,240

47,520Suzhou

920

1,340

121,500Shenzhen

3,000

90,420Hangzhou

2,180

41,790Wenzhou

1,090

114,210Guangzhou

2,700

48,600Foshan

1,00012,570

340

27,090Chengdu

980

22,890Fuzhou

630

17,220Xiamen

490

420,000Shanghai

9,100

Qingdao 23,310

650

08Nobody Knows China‘s Rich Better Chinese Super-Rich

(CNY 100 million)

Average age 3970% maleAverage annual incomeover 5 million

First Tier Cities: Shanghai, Beijing, Shenzhen, Guangzhou.

Second Tier cities: Tianjin, Nanjing, Wuhan, Shenyang, Xi’an, Chengdu, Hangzhou, Jinan, Qingdao, Dalian, Ningbo, Suzhou, Wuxi, Harbin, Changchun,

Xiamen, Foshan, Dongguan, Hefei, Zhengzhou, Changsha, Fuzhou, Shijiazhuang, Kunming, Nanchang, Nanning, Taiyuan, Yantai, Wenzhou, Chongqing, Zibo.

Dollar Millionaires

(CNY 6 million)

Average age 38

60% male

Average annual income

over 0.5 million

First Tier Cities

Second Tier Cities

Third Tier Cities

and Others

Total

First Tier Cities

Second Tier Cities

Third Tier Cities

and Others

Total

1,145,710

754,560

999,730

2,900,000

26,100

20,650

20,250

67,000


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Part 2:

China’s Wealthiest – Lifestyle Review

Travel is the Preferred Leisure Pursuit for Chinese HNWIs

18.5 annual vacation days; travel, reading and tea tasting are

preferred leisure activities;

Internet is still the main information source, especially WeChat,

followed by print media;

70% take regular physical examinations; 60% do not smoke;

60% consume alcohol, of which 40% prefer red wine;

Sleep 6.2 hours on weekdays, sleep 7.0 hours on weekends;

On average own 3 cars and 4 watches;

ROI and business ownership/sale are the two main sources of

wealth;

09

Tourism remains supreme as the number one leisure pursuit for China’s wealthy, with 56% of surveyed HNWIs listing travel as their preferred form of

leisure activity, despite dropping seven percentage points from last year. Reading is still the second most popular, but drops three percentage points to

39%; Tea tasting, family life and driving remain steady in third to fifth places, but their popularity decline in varying degrees, showing a diversifying trend

among China’s wealthy when choosing leisure activities.

Dollar Millionaire Chinese Super-Rich

22 annual vacation days; travel, reading and tea tasting are their

preferred leisure activities;

Internet is still the main information source, especially WeChat,

followed by print media;

Nearly 60% do not smoke, 70% consume alcohol;

Sleep 6.4 hours on weekdays, sleep 6.5 hours on weekends.

On average own 4 cars and 5 watches;

ROI and business ownership/sale are the two main sources of

wealth;

Preferred Leisure Pursuit

Travel

Reading

Tea tasting

Family time

Driving

Spa

Looking after pets

Wine tasting

Photography

Karaoke

Fishing

Foot massage

Yachting/Sailing

Games

Cigar Appreciation

56%

39%

28%

23%

15%

13%

11%

9%

8%

8%

8%

4%

4%

2%

1%

Source: Hurun Report Chinese Luxury Consumer Survey 2014

*Note: From April to November 2013, Hurun Research Institute researched on 393 Chinese HNWIs with assets at CNY 10 million or more.


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10

Preferred Sports

37%Swimming

Badminton13%

Skiing7%

ScubaDiving

13%

Tennis10%

Horse Riding9%

Golf

23%Yoga

22%

Jogging20%

Mountaineering15%

The Hurun Report Polo Team has won two consecutive championships

of 2012 and 2013 Consul General’s Polo Cup.

Swimming is the Preferred Sport for Chinese HNWIs

Swimming remains the preferred sport among Chinese HNWIs, while jogging replaces badminton among the Top 5 preferred sports. Golf maintains its

second place, despite declining 17% in popularity. Yoga and mountaineering keep their replaces among the top 5.Swimming has become the preferred sport of both male and female Chinese HNWIs, at 35% and 41% in popularity, respectively. Scuba diving ranks

seventh, rising from 9% last year to 13%, and is equally popular among both male and female Chinese HNWIs. Yoga is still much preferred by female

Chinese HNWIs, at 33.9%, while 14.7% of male Chinese HNWIs preferred yoga, up from 9% last year.


Nobody Knows China‘s Rich Better


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Online Social Media Key to Influencing China ’s HNWIs

11

Online social media, dominated by micro-messaging and micro-blogging, is the most popular source of information, with 53% of respondents listing

them as a preferred information source. Traditional information sources such as TV and newspapers follow closely in second and third places.Relatively, online social media (68%) are more important for women, while only 48% of men prefer online social media. TV (45%) and newspapers

(45%) are still men’s main sources of information, while women prefer reading magazines (45%).

Preferred Source of Information


Online Social Media

53%

TV

44%

Newspapers

43%

Word of Mouth

35%

Magazines

33%

11%

37%

31%

21%

HNWI Media Usage Pattern

Source: 2014 Survey on China’s High-end Tourism by DIADEMA and Hurun Report

Chinese HNWIs use the internet on average 6.5 days a week, and use other media approximately 2 - 3 days a week. It should be noted that Internet

access mentioned here mainly refers to using the Internet for browsing information and is not limited to micro-blogging and micro-messaging.

Media Channel Usage

Magazines Newspapers Internet

30%

23%

12%

35%

91%

6%1 %1 %

Av. days a week Av. days a weekAv. days a week

Every day 1-5 times a week 1-3 times a month No usage

2.1 2.9 6.5

*Note: Hurun Report cooperated with DIADEMA and conducted a special research into 203 HNWIs with polar travel experiences.


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12

HNWI Phone Usage Patterns

Other than SMS and calling, the number of HNWIs who use their phones to email is up to over 50%. It is worth mentioning that microblogging usage

has dropped from 27% in 2013 to 13% this year; while micromessaging jumps to second place at 39%.

In comparison, men more often use their phones to send and receive mail, at 54%; women and young HNWIs (below 30 years old) more often use chat

tools (eg: WeChat, Whatsapp) on their phones, at above 50%.

Phone Usage Patterns


Send/receive

emails52% Visit websites 35%

Micromessaging

39%

Chatting23%Playing

games8%

Watching

videos

SMS

7%

25%

Microblogging 13%

Taking pictures 26%

Listening to music 10%

80%

19%

1 %

Source: 2014 Survey on China’s High-end Tourism

by DIADEMA and Hurun Report


Relative to microblogging, micromessaging is more popular among HNWIs. Among them, 80% use it throughout the day every day and 19% use it 1-2

times a day. The micromessaging features they mainly use include friend circle (24%), text chat (19%), as well as photo-sharing (17%).

HNWI Micromessaging Usage

Micromessaging Usage Micromessaging Feature Usage

Use all day everyday

1-2 times a day

1-2 times a week

Friend circle

Text chat

Share photos/news/ microblogs with friends

Watch news

Voice/video chat

Send files

Make new friends

0% 5% 10% 15% 20% 25%

19%24%

17%16%

13%

9%3%

Note: Each respondent answered 3.7 times on average

( 60%)

( 22%)

( 28%)

( 18%)

( 51%)

Nobody Knows China‘s Rich Better

Increase compared to 2013

Decrease compared to 2013


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China’s Wealthy Spend Over 1/4 of Their Time on the RoadChina’s wealthy are spending over 1/4 of their time on the road (for business purposes) which is on average 8.3 days a month, 0.8 day more than last

year. Of particular note is that the proportion of long business trips for more than 20 days per month increased from 3% last year to 8%. The top travel

destinations of China’ s HNWIs last year are Hong Kong, Shanghai, Beijing, Sanya and Hangzhou. They mainly traveled to Hong Kong for shopping,

investment research and study tours, in addition to business travel and sightseeing. On the other hand, they traveled to Shanghai and Beijing mostly for

business.

China’ s national holidays are 11 days per year, and Chinese HNWIs’ annual holidays are stable at 20 days in 2013; but the number of overseas trips

for Chinese HNWIs has dropped to 2.1 on average over the same period. Last year, China’s HNWIs made four trips (including one business trip) on

average, including three domestic trips and one outbound trip.

Business Travel Frequency (Monthly)


Less than 3 days 3 - 10 days 11 - 20 days Over 20 days

25%26%

53%

14%

17%

3%

54%

8%

Annual Holiday

Less than 10 days 10 - 20 days 21 - 30 days Over 30 days

1 - 2 times 3 - 5 times Over 5 times None

18% 18%

40%38%

28%

36%

Trips Overseas (Annual)

31%

47%

2014

Average 8.3 days

2013

Average 7.5 days

2014

Average 20.1 days

2013

Average 19.8 days

2014

Average 2.1days

2013

Average 2.8 days

23% 22%20%

22%

9%11% 8%10%

13


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Part 3:

Travel HabitsTravel Schedules

According to Hurun Report’ s analysis of ILTM’s domestic travel agency database, the 25 travel agencies surveyed organised an average of 80

outbound tour groups in 2013. Tour group sizes are generally smaller for luxury travelers who spend over US$10,000 (excluding airfare) per capita. Their

groups average 8.3 people and only 21% of their tour groups number more than 10 travelers. Trips average 7.8 days – of which 58% are 5-8 days and 37%

are over 8 days. 50% fly business class, 25% first class and 25% economy.

Among the average 80 outbound tour groups organised last year by the 25 surveyed travel agencies, overall average was 30.5 people per group. 48%

of the groups are made up of 3-10 travelers, while 52% are made up of over 10 travelers.

China’ s HNWIs personally spend an average of US$5,500 (excluding airfare) every time they travel abroad. Among them, 53% personally spend

US$1,000-5,000 and 5% over US$10,000.

China’ s HNWIs spend an average of 8.6 days on outbound trips. Over 60% spend 5-8 days and 32% spend more than 8 days, up 11 percentage

points over last year.

Length of Travel - Luxury TravelersWho Spend Over US$10,000

Tour Size

58%

37%

5%U$S 10000

5%

>=15 days

5%


15/31

Sightseeing is their main purpose to travel abroad, followed by

shopping. South Korea has become a new outbound shopping destination

for China’s HNWIs. Accounting for 48% of travel purposes, business travel

ranks third, growing at an average rate of 35% in 2013. The most popular

destination country is France, followed by Australia. According to latest statistics from GHC Asia, the top 10 travel agencies

in the outbound travel market include CTRIP, CTS, CITS and CAISSA.

Among them, CTRIP’ s top brand HH Travel has become the most popular

travel agency among China’s HNWIs.

Outbound Travel Purposes

Source: Hurun Report / ILTM Special Survey on Chinese Outbound Travel Agencies 2014


64%

Sightseeing

52%

Shopping

48%

Business

16%

Visitingrelatives

12%

Medicaltreatment

4%

Leisure

Source: Hurun Report, GHC Asia

China’s HNWIs differ relatively widely when choosing flight class, with

25% choosing to fly first class and 39% choosing business class. Over half

of the HNWIs would choose to travel during non-holidays. For traveling

during holidays, they mostly do so during the summer and Spring Festival

holidays, which account for a combined 75%.

Flight Class

39%

25%

36%Economy Class

Business Class

First Class

When making travel arrangements, the factor most considered is

convenience of shopping, followed by beaches, and then local cuisine and

fine wines, as well as local culture. Most travel bookings are made by family

members, friends or company colleagues, mainly via travel agencies and

online booking websites.

Booking Considerations


60%

Shopping

40%

Beaches

36%

Localcuisine& wine

20% 16% 6%

Cruises

32%

Culture

4%

MedicaltreatmentBusiness

Mentionedin magazine

Top 10 Chinese OutboundLuxury Travel Agencies 2014

CITS8 Continents CAISSA CTRIP

CTS Diadema Farers In ternat ional

HH t ravel My-Tour Zanadu

In alphabetical order

We at GHC Asia are delighted to have worked closely

with Hurun Report for nearly 10 years as the publishing group

has established itself as a leading worldwide voice on luxury

consumer trends in China.

Hurun Report's annual ‘Chinese Luxury Traveler’ white

paper is one of the most well-respected and in-depth

analyses of the development of the world's fastest and most

exciting luxury travel market. The growth in luxury travel in

China is clear to see - and it's only going to grow even more.

The rise of sophisticated, unique and bespoke travelexperiences is central to this and the companies that deliver

these to China’ s increasingly discerning global travelers are

the future of the industry in China.

As a leader in providing public relations and market ing

services to the luxury travel industry in Asia and beyond,

GHC Asia is proud to collaborate once again with Hurun

Report on this year's white paper and to provide research

support in this important sector of the industry.”

- Lynn Grebstad, Founding Partner & Chairman, GHC Asia

GHC Asia is a leading PR agency specializing in travel and

hospitality services

15

Description: Based on the survey of the 35 senior management of

global high-end hotel by Hurun Report and GHC Asia from April to

May 2014, the question asked was: Please think about the best

Chinese outbound travel agencies currently?


16/31

Hotel Reservation

According to Hurun Report’ s survey on ILTM’ s international high-end hotel dat abase, most Chinese tourist s stay ing at the hot els are on Frequent

Independent Travel, accounting for 80%, up nearly 10% on last year. Most Chinese tourists book their hotels via direct customer bookings, followed by

domestic travel agencies. They generally spend more than average on their rooms, and less than average on food & beverage, spas and shopping.

30% of VIP hotel guests (guests with the highest expenditure in the hotel) stayed twice or more often in the same hotel in 2013, but are staying with

fewer people each time – usually with 2-5 people staying around 4 nights.

The main considerations when choosing a hotel are geographical location, hotel brand and price, followed by hotel facilities, cuisine and service quality.

Shangri-La is still the preferred hotel brand among China’s HNWIs, while Four Seasons, Kempinski and InterContinental are rising quickly in popularity.

Hilton drops sharply from last year’s second place to this year’s ninth place.

Top Considerations:

Chinese HNWIs’ Preferred Hotel Brands - TOP 15

Source: Hurun Report / ILTM Special Survey on Chinese High-end Hotels 2014 Source: Hurun Report / ILTM Special Survey on Chinese High-end Hotels 2014


Integrated Considerations:

1Location 2Hotel Brand 3Price A Facilities B Cuisine C Service

Change Rank Hotel Index

Shangri-La

The Ritz-Carlton

Peninsula

Mandarin Oriental

Four Seasons

Sheraton

Park Hyatt

Kempinski

Hilton

Intercontinental

Marriott

Grand Hyatt

Fairmont

St. Regis

Westin

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

100

99

85

79

61

58

50

49

47

47

46

33

31

25

25

**

*Changes compared to 2013

*Index calculations: Based on the percentage of preference from those interviewed. Score is out of 100, the higher the score, the higher the degree in popularity.

16Nobody Knows China‘s Rich Better


17/31

Overseas Study and Immigration Drive Outbound Travel Market

University is considered to be the most suitable time to study abroad, followed

by high school, while studying abroad in high school and university is easier todrive the family to outbound travel.

Hurun Schools Guide covers 8 countries and regions, providing Chinese

parents with unrivalled insight into the Local boarding school and

undergraduate education in countries including the UK, US, Switzerland,

Singapore, Canada, Hong Kong, Australia and New Zealand.

For high school and lower level education, 28.7% say UK is the destination of choice, while 26% prefer the US. 36% favour the US for undergraduate

and higher level education. In addition to the US and the UK, Canada is also a preferred choice of China’ s HNWI to send their children for high school and

lower level education, while Australia is preferred for undergraduate and higher level education.

According to the “International Migration Report 2013” released by

the United Nations, China was the world’ s fourth exporter of migrants

in 2013, accounting for 9.3 million migrants, after India, Mexico and

Russia. 62.4% of China’s HNWIs have emigrated or are considering

emigrating. The US and Canada are still their top choices for investment

immigration. Los Angeles, San Francisco and Vancouver are the

preferred cities for immigration, followed by New York, Toronto and

Seattle.These cities are also the preferred outbound travel destinations

of HNWIs.

When To Send Your Child Overseas?


International Education Destination

(High School & Lower ）

UK

US

Canada

AustraliaSwitzerland

New Zealand

Singapore

France

Germany

Hong Kong

28.7%

26.2%

12.0%

9.4%7.5%

3.6%

3.4%

2.8%

2.3%

2.1%

1

2

3

45

6

7

8

9

10

12

3

4

5

6

7

8

9

10

1

2

3

45

6

7

8

9

10

US

UK

Australia

CanadaSwitzerland

New Zealand

Singapore

Japan

Germany

France

36.4%

24.4%

10.8%

8.4%6.2%

4.8%

4.0%

1.5%

1.4%

0.7%

Source: Visas Consulting / Hurun Immigration and Chinese High Net Worth population

Survey Report

Preferred Immigration Destinations

Los AngelesSan Francisco

Vancouver

New York

Toronto

Seattle

Boston

Melbourne

New Zealand

Sydney

13.9%13.7%

13.4%

8.6%

8.4%

7.6%

4.6%

4.3%

4.1%

3.5%

2014

2013


University High School Middle School Primary School Post graduate

29%27%

20%20%

13%10% 11%

5%

31%34%

17

arketravel

d regions, providing Chinesers 8 countries an

cal boa rd in schoo l andi ht into the L

Percentage International Education Destination

(High School & Lower ）

Percentage

Percentage


18/31

Nobody Knows China‘s Rich Better 18

Part 4 : Top Travel Destinations among

China’ s Wealthy ConsumersSanya Remains the Hottest Domestic Travel Spot

HNWIs’ Interest in Australia Increased Significantly

Sanya continues to be the top domestic tourist destination, Hong Kong remains second, and Tibet continues its upward trend, rising to third place. In

addition, Macau, Beijing and Qingdao have varying degrees of increasing popularity. Yunnan, Hangzhou, Xinjiang and Sichuan, which were either

top-ranking or growing in popularity last year, have varying degrees of decline in popularity rankings.

Domestic holiday home ownership among China’s wealthy is up to 62%. Among billionaires, domestic holiday home ownership is at a whopping 83%.

Sanya remains the most popular place to buy a holiday home in China, while the popularity of Hangzhou and Qingdao has slightly improved.

Australia has jumped from seventh to first place to become the HNWIs’ most preferred international tourist destination. Meanwhile, Dubai, Maldives and

Hawaii are rising rapidly in popularity as destinations due to their distinctive characteristics. The popularity of European countries has declined. While they

accounted for half of the Top 10 last year, only three European countries are in the Top 10 this year.

Region Percentage Region Percentage

Sanya

Hong Kong

Tibet

Yunnan

MacauHangzhou

Xinjiang

Beijing

Qingdao

Sichuan

1

2

3

4

56

7

8

9

10

14.4%

13.9%

13.9%

10.6%

10.6%

5.8%

5.5%

5.1%

4.5%

4.5%

Sanya

Hong Kong

Yunnan

Tibet

HangzhouXinjiang

Macau

Xiamen

Sichuan

Qingdao

1

2

3

4

56

7

8

9

10

18.9%

15.1%

11.1%

9.5%

6.8%

6.1%

6.1%

5.9%

5.1%

4.4%

2013

2014

2014

Australia

France

Dubai

Switzerland

Maldives

US

Japan

Germany

Singapore

New Zealand

Italy

Thailand

UK

Canada

Hawaii

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

11.8%

9.6%

9.5%

8.7%

8.7%

7.7%

6.5%

6.2%

5.6%

5.6%

5.6%

4.1%

3.9%

3.4%

1.8%

France

US

Singapore

Switzerland

UK

Italy

Australia

Dubai

Germany

Maldives

Japan

Canada

South Korea

Thailand

New Zealand

11.8%

11.8%

9.2%

8.0%

7.7%

7.3%

6.8%

6.0%

5.7%

4.8%

4.7%

4.4%

4.2%

3.9%

3.8%

2013

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15



Region Percentage Region Percentage


19/31

19

2013 vs 2012 Years 2012 vs 2011 Years 2011 vs 2010年

Chinese tourist spending growth slowsChinese tourist spending growth slowed compared with the previous two years, at only 20%, but still 10 percentage points higher than global tourist

spending growth.

At the same t ime, Chinese tourists spend 7 percentage points less per transaction, declining at a faster-than-average rate. Average spending per

transaction was EUR 815 in 2013. In 2013, Chinese tourists spent 63% more than the average per transaction. Last year and the year before, they spent

71% and 68% more.

Chinese tourists mainly shop at specialty stores or brand retailers; department stores are also an important shopping destination. They prefer fashion

and apparel, followed by jewelry and watches.

Growth Rate of Traveler Spending

20%10%

57%

29%

8157%

8%

2%

875813

501 485512

59%

27%

70%

60%

50%

40%

30%

20%

10%

0% 2013 vs 2012 2012 vs 2011 2011 vs 2010

Individual Travel Spending (Euro)

Global Duty-free Shopping

1000

900

800700

600

500400

300200100

0

Source: Global Blue statistics on global t raveler’s spending 2013

Source: Global Blue statistics on global traveler’s spending 2013

Source: Global Blue statistics on global t raveler’s spending 2013

Country/Region Ratio

Mainland China

Russian Federation

Indonesia

USJapan

Thailand

Malaysia

Saudi Arabia

UAE

Hong Kong

1

2

3

45

6

7

8

9

10

27%

17%

4%

3%3%

3%

2%

2%

2%

2%

Travel ShoppingChinese tourist spending No 1 for 4th year, widens gap

between second placeMainland Chinese tourists are for the fourth consecutive year ranked No. 1 in terms of spending, up 3% over last year, widening the gap between

second place to 10 percentage points. Russia, Indonesia, the US and Japan remain in the Top 5, but their rankings have changed as Japan drops f rom third

to fifth. United Arab Emirates and Hong Kong move up into the Top 10. Asian countries account for eight of the Top 10, two more than last year, further

demonstrating the huge spending power of Asian tourists.

Chinese

travelers

Global

travelers

Chinese

travelers

Global

travelers

Up Down

6%

Note: Global Blue is the world’ s largest tax-refund organisation; data does not include tax-free shopping at airports and only

represents spending by Global Blue members.


20/31


GiftingGifting is one reason driving Chinese HNWIs’ travel shopping. Red wine is considered the ideal gift for men (33%), followed by watches (19%). Red

wine is the top choice of both male HNWIs (35.3%) and female HNWIs (31.3%) as gifts for men. But for their second choice, male HNWIs prefer to give

imported spirits (20.8%), while female HNWIs prefer to give watches (24.2%).

Jewelry (49%) is an absolute gift of choice for ladies, followed by apparel (20%). It is noteworthy that travel vouchers have replaced gift cards to

become the fourth gift of choice for women, at 14%, 6 percentage points higher than last year.

When selecting gifts for the elderly, more than half of all HNWIs choose healthcare products, followed by travel products (19%). Healthcare products,

considered an approach to maintain health, are becoming increasingly popular in the gift market.

In addition, for both male and female HNWIs, watches and electronic products are among the Top 5 most popular gifts. 21.1% of female HNWIs would

choose electronic products as gifts for gentlemen, and 13.2% of male HNWIs would choose electronic products for ladies.

Top 5 Preferred

Gifts for Men

Top 5 Preferred

Gifts for Women

Top 5 Preferred

Gifts for Elderly

0% 10% 20% 30% 40% 50% 60% 70%

Red wine

Watches

Spirits

Electronic products

Tobacco

0% 5% 10% 15% 20% 25% 30% 35%

33%19%

18%17%

14%

Jewelry

Clothing

Watches

Travel products

Electronic products

0% 10% 20% 30% 40% 50% 60%

49%20%18%

14%12%

Health productsTravel products

Houses

Medical products

Gift cards & Vouchers

58%19%15%

11%8%





21/31

Ranking higher than last year Ranking down from last year Ranking same as last year New entrants into Top 15 compared to last yea

21

Source: Hurun Report Chinese Luxury Consumer Survey 2014 Source: Hurun Report Chinese Luxury Consumer Survey 2014

Hermès

Apple

Louis Vuitton

Chanel

Gucci

Cartier

Prada

Montblanc

Giorgio Armani

Burberry

Bottega Veneta

Longines

Zegna

Maotai

Bulgari

10.5%

9.3%

9.0%

8.6%

7.1%

5.5%

4.2%

4.0%

3.8%

3.5%

3.0%

2.9%

2.8%

2.2%

1.9%

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

Chanel

Louis Vuitton

Apple

Hermès

Gucci

Dior

Cartier

Prada

Giorgio Armani

Bulgari

Bottega Veneta

Fendi

Tiffany

Salvatore Ferragamo

Chopard

9.5%

8.9%

8.3%

7.9%

6.7%

6.4%

5.6%

5.2%

4.5%

3.6%

3.5%

2.9%

2.1%

2.0%

1.6%

Overall, gift giving has decreased by 25% from last year, possibly due to the impact of a slowdown in the Chinese economy, anti-corruption initiatives

and increasing maturity among luxury goods consumers. Apple is the only brand of electronic products among the brands for gift giving, and remains the

second choice of men for gift giving. This year, Louis Vuitton has lost its crown as the preferred brand for gifting by men, losing out to Hermès which has

gained two places. Chanel continues as the preferred brand for gifting by women. Maotai remains the only Chinese brand that made it to the list, but it has

fallen one place from last year. Lafite, ranked higher than Maotai last year, drops out of the list this year. Whilst accessories remain most popular, jewelry

brands had a bad year in the gift market. This year, Italian brands are more popular than French brands among China’s HNWIs for gift giving.

2014 Top 15 Brands for Gifting

by Men

Brand Percentage Brand Percentage

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

Harrods won the Best London Luxury Shopping Destination

of the Hurun Best of the Best Awards 2014

2014 Top 15 Brands for Gifting

by Women


22/31


Gulfstream won The Best Business Jet Brand of the Hurun Best of the Best Awards 2014

Part 5

Travel Habits and Trend of ChineseSuper TouristsTravel Experience

The 203 super tourists surveyed have traveled on average 22 times, on each occasion visiting 2 – 2.5 countries. On average, each super tourist has

visited 40 countries. Looking at the blood types, 33% of these are of type O blood, 32% type A, 24% type B and the other 11% type AB.

In 2013, super tourists traveled abroad four times on average, over a total of 36 travel days, about half of which were for travel, and 22% for business trips.

The super tourists traveled abroad for 18 days on average, with average spending of US$150,000. Their major tourist destinations were in Europe, the

United States and island-based locations. Some 59% of these super tourists have island resort experience, 43% have experience of travelling by car, and it

is worth mentioning that 38% of these super tourists have polar travel experiences. It can be seen that the super tourists tend to experience the process of

travel, rather than just go shopping, dining or visiting landmark tourist spots. The future tourist destinations will become broader, deeper and more scattered.

Travel Experience

Island Holiday

Self-drive

Food and Shopping

South Pole and North Pole

Nature Adventure

Art Culture

Outdoor Exploring

Romantic Cruise

Mountain Climbing

Growing Purpose

Celebrations and Races

Sailing

0% 20% 40% 60% 80%

59%43%42%

38%37%

28%20%

18%14%

9%6%

3%



23/31

23

Travel Decision-making ProcessComparison of the super tourists’ most impressive trip abroad in 2013 with the Spring Festival tour abroad in 2014 reveals evidence of differences in

travel motivation and journey arrangements.

In the most impressive trip abroad, friend’s referral is the most important factor in inspiring travel motivation; while for the Spring Festival tour, opinions

of the family played a decisive role. In these two trips, more than half the destinations were selected by their own decisions for the main purposes of

sightseeing and cultural experiences; and a higher proportion of the tourists were on self-developed tourist routes.

There is also a big difference in travel booking method. For the most impressive trip abroad, booking made by friends are the main methods (37%), with

half booked through travel agents. For the Spring Festival tour, half are self-responsible for hotel bookings, 20% of bookings are made by the family, while

booking through third party online booking (42%), is the main way of booking.

The Most Impressive Trip Abroad

Friend’s referral is the most important factor

in travel motivation

comes from a friend’s referralFamily suggestions, ; travel agencies,

Family advice is the most important travel motivation

factor comes from family suggestions;

friend’s referral,

Source: travel agencies, ; networks,

Destination decision making: self-made,

Travel purpose: tourism, ; cultural experience,

People accompanying: friends, ; family, ;

Itinerary: private customization, ; own plan,

Hotel booking: friends, ; own

Booking method: travel agencies,

Hotel booking: own, ; family,

Booking method: third party online

booking, ; travel agencies,

Spring Festival Trip Abroad

45%

52%

23%20% 16%

31%58%

29%

49%

43%

37% 34% 50%

42% 28%

20%

50%

42%

46%

15%

28%Source: Internet, ; travel agencies,

Destination decision making:

self-made, ; family,

Travel purpose: tourism, ; cultural experience,

People accompanying: family, ; friends,

Itinerary: own plan, ; Reference guide,

54% 37%

68% 12%

72% 24%

25% 14%

44% 33%

Inspired

Travel

Motivation

Travel

Routes

Planning

Trip

Booking



24/31


Source: 2014 Survey on China’ s High-end

Tourism by DIADEMA and Hurun Report











Last year, the most notable trips abroad of super tourists were to the South Pole and North

Pole, followed by Kenya, with the United States and France joint 4th. Tourist destinations with

challenges and more prominent features are becoming a new trend among Chinese super

tourists.

Among those visiting the South Pole, 55% are aged 31-45 years old, 58% have a bachelor

degree or above, and 82% are married.

Friend’s referral (45%) is the most important factor in inspired travel motivation, followed by

opinions of family members (20%) or travel agencies (16%). Travelling with friends (49%) or

family (46%), a small number of peers, and with sightseeing as the main purpose are the

characteristics for the most inspiring trips of super tourists. The average number of travel days

is 12 days, with the average size of group being five people. Travelling with family and friends

accounts for about 90% and on this trip, nearly 60% of super tourists choose economy class,

with 34% going for business-class travel.

For this impressive trip, 58% of the tourist destinations are decided by the super tourist themselves, and hotels are booked via a f riend (37%) or bythemselves (34%). Hotel booking is mainly through travel agents (50%) or third-party online booking sites (28%).

Travel Accompanying Member

Destination Decision Maker

Itinerary and Hotel Booker

Travel Tool

Hotel Booking Method

Friends

Family

Colleagues

Alumni/members

Economy

-class

57%

First-class 2%

Self-drive 7%

Third-party

Online

Booking Site

28%Travel Agency50%

Hotel Official

Web-site 9%

Locals 7% Business

Partners 6%

Business

-class

34%

0% 10% 20% 30% 40% 50% 60%

46%49%

3%2%

Tourists themselves

Family

Friends

Group Leader

0% 10% 20% 30% 40% 50% 60%

18%58%

16%8%

Friends

Tourists themselves

Family

Locals

Secretary

0% 10% 20% 30% 40% 50% 60%

34%37%

13%10%

7%

Case Study 1 : My Best TripDestinations

South Pole

North Pole

Kenya

United States

France

Other

16%

9%

7%

3%

3%

62%

1

2

3

4

5

6

Description: Based on the survey of the 203 super

tourists by Hurun Report and DIADEMA, the question

asked was: Please think about the most popular trip

made in 2013


25/31

25

The number of super tourists choosing to travel during Chinese New Year continues to grow; with 54% of them choosing to travel abroad during

the Spring Festival in 2014, a 7% increase over last year. Among destination choices, influence of distance weakened. Short-haul destinations such

as Thailand, Bali and Cambodia, and long-haul travel destinations such as the United States, Australia and Dubai were all popular choices.

Of the super tourists who traveled during Chinese New Year, 72% were accompanied by family members, averaging four, and they mainly

traveled for a long vacation of 5 – 15 days. One to two took economy class, and 35% chose business class. In addition, over one in ten chose to

drive, with destinations chosen by this group relatively close.

More than half of the super tourists decided on their tourist destinations for Spring Festival by themselves, and 37% were decided by their family.

Half booked the itinerary and hotels themselves, with 20% booked by their family. Due to the specific travel time, only 5% were booked by a secretary.

On-line booking was the main booking method accounting for 42%, whilst booking via t ravel agencies, hotel web-sites and locals was most common for

hotel booking.

Travel Accompanying Member Travel Tool

Friends

Family

Colleagues

0% 20% 40% 60% 80%

24%72%

5%

Tourists themselves

Family

Friends

Group Leader

0% 10% 20% 30% 40% 50% 60%

37%54%

6%3%

Tourists themselves

Family

Friends

Locals

Secretary

0% 10% 20% 30% 40% 50% 60%

20%50%

18%7%

5%

Description: Based on the survey of the 110 super

tourists by Hurun Report and DIADEMA, the question

asked was: Please think about the trip abroad made

during Spring Festival in 2014

Case Study 2 :

My Trip during Chinese New Year in 2014





Source: 2014 Survey on China’ s High-end Tourism by DIADEMA and Hurun Report



Economy

-class

51 %

First-class 2%

Self-drive

12%

Business

-class

35%

Destination Decision Maker

Itinerary and Hotel Booker

Hotel Booking Method

Third-party

Online

Booking Site

42%

Travel Agency

28%

Hotel Official

Web-site 14%

Locals 11 % Business

Partners 5%


26/31


For dream travel experiences, nearly half of the super tourists choose natural adventure or self-drive trips, followed by 34% choosing Antarctic

or Arctic travel tours, while island and marine-related holidays, romantic cruises and sailing events are also popular.

When asked their ‘must-achieve’ travel plans for the next three years, South America - Bolivia takes 36% of the vote and topped the list,

followed by Polar trips reaching 34%, while mysterious Africa, Mexico / Cuba are ranked third and joint fifth. It can be seen that these destinations

all have a strong sense of adventure and excitement with obvious regional characteristics.

Natural Adventure

Self-drive


Island Holiday

Romantic Cruise

Outdoor Exploring

Art Culture

Food and Shopping

Mountain Climbing

Sailing

Growing Purpose

Celebrations and Races

0% 10% 20% 30% 40% 50%

45%48%

34%30%

26%25%

20%23%

16%14%

10%

5%

South America – Bolivia


Africa

Luxury Cruise – Mediterranean

Mexico & Cuba

Bhutan

New Zealand

US/Canada

Switzerland

Dubai

Island

Space

0% 10% 20% 30% 40%

34%36%

33%30%

28%25%

21%23%

18%10%

8%7%

Case Study 3 : Travel Trend PredictionPolar / Adventure travel has become the new dream for super tourists

Dream Travel Experience

Must-achieve Travel in the Next 3 Years




27/31

27

Destinations of Cruise Trip

The Caribbean

The Mediterranean of South Europe

North Pole

South Pole

Baltic Sea of North Europe

Alaska

America

Asia Pacific of Asia

0% 10% 20% 30% 40% 50%

43%48%

32%29%

28%

25%

4%11%

Reasons for Space Travel

See the Earth from Space

Experience the Excitement as an Astronaut

Experience the High Acceleration of Spaceship

Feel the Weightlessness

Feel the Impact of Epinephrine in Adventure

0% 10% 20% 30% 40% 50%

18%44%

16%13%

9%

Most Desired Travel Time Next Year Intended Travel Times of Next Year

Irregular

Summer

1st October Golden Week

Spring Festival

May Day Holiday

Mid-autumn Festival

Dragon Boat Festival

0% 10% 20% 30% 40% 50%

15%45%

13%11%

5%4%

2%

The Caribbean is the preferred destination for cruising

More than half of the super tourists wish to travel 3 – 5 times a year

Cruise travel is chosen by 26% of the super tourists as a dream travel experience, with 30% including a luxury Mediterranean cruise tour in

their travel plans for the next three years.The Caribbean tops the cruise trip wish-list reaching 48%; followed by the Mediterranean at 43%; and the Arctic and Antarctic respectively

32% and 29%, ranking third and fourth.

It is worth mentioning that 7% of the super tourists include space travel in their travel plans for the next three years. The bestselling point

of space travel to 44% of the super tourists is seeing the earth from the space. The excitement of an ‘astronauts experience’ is the second

main factor at 18%.

Some 64% of the super tourists wish to travel more than twice a year, with 11% wishing to travel six times and more a year.

For the most desired travel time next year, 45% of the super tourists say that they will travel on an irregular basis; 15% choose summer

when they can look after their children; and another 24% choose the 1st October or Spring Festival vacation.

3-5 times

53%

6 times or more 1 1 %

1-2 times

36%




Source: 2014 Survey on China’ s High-end Tourism



28/31


Increasing life and work pressures, together with concerns over issues such as food safety, prompt Chinese HNWIs to pay increasing attention to

health issues. 87% of Chinese HNWIs go for regular health checks. Among them, 93% have a health check once a year, and another 7% twice a year.

In addition to health checks, most Chinese HNWIs pay more attention to diet and love sports. Among them, 16% choose to use health care

products, while another 15% have a family doctor/health consultant.

For concerns about health issues, 66% of the super tourists consider medical tourism and 47% tend to choose to go to Europe and the US. The

first choice is Switzerland (59%), followed by the US (22%). Of the 28% of super tourists tending to choose Asia, the f irst choice is Japan (44%),

followed by Hong Kong (24%). Within China, 16% of the super tourists make Beijing first choice (25%), followed by local destinations (19%). Another

9% choose to go to the seaside for a stay at a medical resort, and of these 72% choose the Maldives.

Regarding the choice of health care products, 67% of the super tourists choose some Chinese medical health care, while 87% choose Western

medical health care. Among Chinese medical health care products, the most popular is Cordyceps sinensis, followed by propolis, bird's nest, gelatin

and other more expensive tonics. But only 6% choose Chinese medicine for health care. The most popular Western health care product is vitamins,

with more than half of the super tourists choosing to take vitamins, with collagen and cod liver oil also quite common.

Cordyceps sinensis

28%

Bird's nest

15%Bee propolis

17%

Gelatin

15%

Ginseng

14%

Chinese medicine

6%Herbal paste 5%

Regular health checks

Pay attention to diet

Exercise

Health productsFamily doctor/health consultant

0% 20% 40% 60% 80% 100%

65%

87%

50%

16%15%

Choices of TCM Health Products Choices of Western Health Products

Vitamins

55%

Placental extract 6%Cod liver oil 19%

Collagen

20%

Medical Treatment Destinations

U.S. and Europe

47%

Mainland 16%

Beaches 9%

Asia

28%

Case Study 4 : Medical Tourism

How the HNWIs Keep Healthy








29/31

29

The main purpose for super tourists choosing medical tourism is convalescence rest (39%), and 34% is for medical checkup. However for the

purpose of anti-aging, the number of super tourists reaches 21%, mostly female

When planning medical tourism, super tourists are most concerned about three issues: the brand qualifications of medical institutions (41%),

security (33%) and Chinese speaking chaperone issues (26%). In addition, the scenery of the destination, quality of service after treatment, as well as

price, visa procedures and other factors are taken into account.

For the health of their parents, 25% of the super tourists choose to send their parents travelling. Some 20% choose to give health care products to

their parents, and 19% help parents contact doctors.

Convalescence rest

Medical checkup

Anti-aging

Cosmetic

Medical treatment

Childbirth

0% 10% 20% 30% 40% 50%

34%

39%

21%

10%

5%

4%

Qualifications of medical institutions/brands

Safety

Chinese-speaking escortDestination scenery

Post-treatment services

Prices

Visa procedures

0% 10% 20% 30% 40% 50%

33%

41%

26%25%

22%

14%

5%

Travel Products

Health Care Products

Contact Doctors for Parents

Pay for Medical Fees

Arrange for Health Care Centres/Treatment Clubs

Real Estate

0% 5% 10% 15% 20% 25% 30%

20%

25%

19%

16%

14%

5%

Medical Tourism Purposes

Medical Tourism Considerations

Choices for Parents’ Health





30/31

Hurun Report's The World at Their Fingertips:

Ecotourism through the Lenses of China's Entrepreneurs

photo by Wang Shi, Chairman of Vanke


During their journeys, the super tourist favourite subjects for photos are rivers, seas, lakes (26%) and mountains (20%) and other natural landscapes,

followed by figures (18%) and animals (17%), flowers, and plants. Night photography is the third choice.

In terms of photo shooting equipment, favourites of the super tourists are Canon cameras (31%) and mobile phones (28%). The micro-single camera (19%)

is also popular due to its light weight, easy operation and other characteristics.

Photography

During their journeys, most super tourists love to photographnatural landscape

Favourite Photo Shooting Equipment

Cannon

Mobile Phone

Micro-single Camera

Nikon

Card Machine

0% 5% 10% 15% 20% 25% 30% 35%

31%28%

19%13%

5%

Most Popular Shot

Rivers, Seas and Lakes

Mountains

Figures

Animals

Flowers and Plants

Night Time Views

0% 5% 10% 15% 20% 25% 30%

20%26%

18%17%

12%7%




31/31

About DIADEMADIADEMA is the leading International travel management company in China market, which was founded in Hamburg, Germany, and soon set up

offices in Beijing, Guangzhou, Shanghai. We focus on developing promoting various thematic leisure tour. More Than A Travel, it is our honor to make yourdream real!

DIADEMA is the first organization in China to of fer private tailor-made travel service, also is the No. 1 in China to organize the Polar trip professionally,

which is the best vendor for the banks, finance organizations, luxury brands, clubs and so on.

Appendix: 2014 Survey on

China’ s High-end TourismThe 2014 Survey on China’ s High-end Tourism was jointly compiled by Hurun Report and DIADEMA. The research target was super-tourists (with

polar travel experiences) of China. Effective samples totaled 203. The survey covered 21 provinces and municipalities including Beijing, Shanghai,

Guangdong and Tianjin. Respondents were distributed across the services, manufacturing, finance and another 10 industries. With an average age of 44

years old, 51% of respondents were male, and 43% had experience working or studying abroad.

Among the respondents 77% had children, and their ages were more dispersed. Among those with overseas working or studying experience, 55% had

more than one year experience, and 25% had more than 5 years’ experience. The main source of wealth of the respondents was return on investment and

business ownership/sale.

31

Number of Children

1 46%

none 23%

3 or more 9%

2 22%

Status of Children

Primary School

21%

Secondary School 12%

High School 12%

Masters and above 4%

University Graduates

18%

Working 10%

Pre-school 12%Kindergarten 11%

Year of Working/Studying/Living abroad

Documents

Chinese Travel 2014