Capturing the Chinese high-net-worth individual (HNWI) travel market requires hospitality operators to balance bespoke service with absolute discretion, according to The Luxury Travel Trends in China White Paper, a 99-page research project by Dragon Trail International and DONG Luxury Travel Collection released in May 2026.
Based on surveys of 200 Chinese HNWIs, the report found that a property’s brand reputation and ability to deliver personalised experiences are highly influential, with 79 per cent of respondents identifying both as important decision-making factors.
Privacy is also a major consideration, with 70 per cent of surveyed travellers saying exclusivity and discretion directly influence their travel choices.
The report noted that building brand reputation requires strong cultural localisation.
Operators are encouraged to develop a distinctive brand identity while tailoring services to ensure cultural relevance. This extends to digital storytelling on Chinese platforms such as WeChat and Xiaohongshu, where emotional resonance is considered more effective than overt promotional messaging.
Balancing hyper-personalisation with privacy expectations also requires a move away from intrusive digital processes.
“To maintain discretion, properties should rely on highly trained staff to gather guest preferences naturally. Highly trained and capable staff will be able to gather information just by observation, in addition to conversation, further respecting guest privacy,” said Sienna Parulis-Cook, director of marketing and communications at Dragon Trail International, adding that guest data must be carefully protected.
“The data must then be deployed with the utmost discretion, feeding into subtle, detailed, anticipatory service and personalisation that is delivered quietly and offered but not imposed,” Parulis-Cook said.
Meeting demand for exclusive, once-in-a-lifetime experiences also requires enhanced security measures and private access arrangements.
“Operators must cater to this desire by facilitating specialised VIP amenities such as alias check-ins, full property or floor buyouts, private villa entrances, and closed-door access to cultural attractions,” Parulis-Cook said.
The report added that securing future market share will depend on delivering these nuanced service elements alongside strong B2B operational support, with 78 per cent of Chinese HNWI travellers relying heavily on word-of-mouth recommendations when making travel decisions.
