Following the Central Government’s announcement to increase the duty-free allowance for luggage articles brought into mainland China from Hong Kong by visitors who are mainland residents, the Hong Kong Tourism Board (HKTB) is launching a new campaign offering all overnight visitors to Hong Kong rewards totalling over HK$100 million (US$12.8 million).
HKTB is also collaborating with the trade to present a range of spending offers to further stimulate visitor spending in Hong Kong.
From July to September, the Summer Chill Hong Kong campaign will feature four highlights. First, there will be 500,000 sets of Summer Triple Rewards for overnight visitors where each set offers up to HK$500 spending discounts on transport/sightseeing, retail and dining. Each overnight visitor is eligible for one set of rewards per stay, and the rewards are available on a first-come, first-served basis.
Next, HKTB is introducing more than 100 selected summer offers from airlines, attractions, dining and retail, shopping malls and travel agents. It also supports the promotion of different activities organised by the trade, such as the Hong Kong Shopping Festival 2024 organised by the Hong Kong Retail Management Association, which aims to provide locals and visitors with shopping privileges and courteous service.
There will also be new summer-themed decorations to create an energetic and cheerful city-wide ambience. These can be found at the Kowloon Visitor Centre at the Star Ferry Pier in Tsim Sha Tsui, the Central-Mid-Levels escalator, Hong Kong International Airport, Hong Kong West Kowloon Station, selected MTR stations, Airport Express stations, trams, Star Ferries, buses, shopping malls, and more.
Finally, HKTB is partnering with the organiser of one of the world’s largest Doraemon exhibitions, 100% Doraemon & Friends, with a city-wide promotion – Doraemon’s Anywhere Door – at various locations in town like Hong Kong Museum of Art, The Peak Tower, Central Pier, Temple Street, and Kwun Tong Promenade to name some.
The Anywhere Door will be erected at 10 popular locations in Kowloon and on Hong Kong Island from July 9 to August 8, where visitors can explore Hong Kong to find these pink doors. Those who post a photo on a designated social media platform (Facebook, Instagram or Xiaohongshu) with the hashtags #DORAEMON100 and #DiscoverHongKong will get a chance to win gifts on a first-come, first-served basis.
In addition, HKTB has set up a one- stop website for the Summer Chill Hong Kong campaign that provides information on all summertime events and concerts in town, as well as spending discounts and offers. The website also offers recommendations on various points of interest to enable visitors and locals to plan their summer activities in advance.
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As the Asia-Pacific region continues to be the growth engine for luxury travel, a new comprehensive report from the Luxury Group by Marriott International has identified new expectations and travel preferences among high-net-worth (HNW) travellers in the region.
The research was commissioned by Marriott International Luxury Group conducted over a period from April 18 to May 13 this year, with frequent international travellers who primarily travel for leisure. The study targeted the wealthiest 10% of residents in Australia, Singapore, India, Indonesia, South Korea, and Japan with 200 respondents from each market.
Across the region, 68% are planning to spend more on travel over the next 12 months – 89% among Indians – with 74% planning to travel within Asia-Pacific and 88% prioritising gastronomy as the reason to travel. One in four of all holidays planned (25%) are celebrations.
In addition, three distinct new groups of luxury traveller have emerged: Venture Travellists seek business opportunities when travelling; Experience Connoisseur millennials who travel for enrichment; and Timeless Adventurer are those over 65 who are building their own itineraries and exploring places before they become popular.
“Our New Luxe Landscapes Report provides deeper behavioural insights and motivations into elite travellers from Asia and the Pacific,” commented Oriol Montal, managing director, luxury, Asia Pacific (excluding China), Marriott International. “Whether it’s discovering new culinary experiences, travelling with their family or friends, or looking to forge connections with the local community, our research has identified new traveller archetypes, and provides Marriott International with new understandings in catering to this discerning traveller segment.”
Deeper extended experiences with family and friends
The research among HNW travellers in Australia, Singapore, South Korea, Japan, Indonesia and India reveals they are travelling frequently with longer holidays especially across Asia-Pacific. An average of six leisure trips is planned within the next 12 months while 33% of respondents are planning at least seven holidays this year. On average, a short stay comprises three nights while a long stay is two-and-a-half weeks. For many, the kinship and connection within a group enhances the richness of the travel experience, with over 70% choosing to travel with family or friends.
Australia is the destination of choice (46%), above Japan (42%) and Hong Kong (27%). 69% of India’s HNW tourists are planning a trip to Australia and it is the top destination of choice for Indonesian, Japanese and Singaporean travellers.
Increasing demand in India
The most active and engaged travel market, 89% of Indian HNW say they are planning to spend more on travel. Families and friends are touring together to mark key milestones, attend a private function or event, with 38% planning a trip with friends and 33% making theirs a celebratory trip.
A fascination for food
Travellers (88%) are picking their holiday destination based on discovering a new food or culinary experience. Acutely aware of dining trends, almost half of the respondents (49%) describe a fine dining experience as an ideal night out. Reinforcing this point, 83% will choose a destination to visit an award-winning restaurant and 35% agreed they would spend more on unique culinary experiences. When choosing a hotel, 81% of HNW travellers make their selection based on fine dining options and 83% choose a destination so they can visit a celebrated restaurant.
New traveller personas
With more disposable income for holidays and a growing population of ageing travellers, the research has identified three new categories of affluent travellers.
The Venture Travellist is the next-generation bleisure tourist, prioritising holiday destinations that will generate business opportunities. While they enjoy their vacation with their family and loved ones, they are always on the lookout to secure a deal. Entrepreneurs at heart, they explore a location, shopping for local products and antiques, and looking to forge business connections with members from the local community.
The Experience Connoisseur are predominantly millennials who plan their leisure travel as an opportunity for personal enrichment. They travel extensively and see the experience as an investment in their mental and physical well-being. They want to deeply explore a destination, value personalisation, and actively seek exclusive one-of-a-kind experiences.
Finally, the Timeless Adventurer keen explorers over 65 who want to immerse themselves in a destination. They are less interested in tourist attractions and more drawn to what gives the destination a sense of place, what makes it unique and memorable.
The full report is available to download here.