France and Japan are the most popular global destinations for affluent Chinese millennials who value cultural sophistication and high-end shopping, according to a report on luxury travel.
Chinese tourists spent more than $215bn on foreign travel in 2015 — 53 per cent more than the previous year — becoming the world's largest outbound tourist group, according to the International Tourism Organization.
根据国际旅游组织(International Tourism Organization)的数据，去年，中国游客的海外旅游消费超过2150亿美元，比前一年增长53%，成为全球最大出境游市场。
According to the report on affluent Chinese travellers born after 1980, the Hurun Report, which publishes the annual Hurun China Rich List, found that foodies ranked Japan highest, while France was viewed as a "shopping paradise". Australia was the third most popular foreign destination.
根据这份有关中国富有的千禧一代旅游者的报告，每年发布《胡润百富榜》(Hurun China Rich List)的《胡润百富》(Hurun Report)发现，日本的美食最受青睐，而法国被视为"购物天堂"。澳大利亚是第三个最受欢迎的境外目的地。
The report is based on a survey of 525 young luxury travellers, defined as those who spend over Rmb200,000 ($30,400) annually on travel and tourism. More than half are second generation of a wealthy family or heirs to a family business.
"I often use the word ‘picky', but one could also say ‘spoiled'," said Rupert Hoogewerf, publisher of the Hurun Report.
Survey respondents spend an average of $64,000 on travel per household, of which retail accounted for $33,000. Clothing, bags, watches and jewellery are the most popular items. Their average hotel budget is $470 per night. Local specialities, electronics and alcohol were less sought after.
The Chinese international travel boom has so far largely escaped the impact of the Communist party's anti-corruption campaign, but luxury goods producers have felt the impact through slowing sales.
Wealthy young Chinese travellers want to receive travel information through WeChat, the popular mobile messaging app run by Tencent Holdings, and prefer internet-based concierge services from hotels over picking up the phone. In fact, WeChat dominates overall mobile phone usage for this cohort, ranking ahead of viewing photos and videos, browsing, email and shopping.
"It's the combination of digital with personalisation. Travellers want butler-level service, but facilitated by a digital experience," said Peggy Fang Roe, chief sales and marketing officer for Asia Pacific at Marriott International, which sponsored the report.
万豪国际(Marriott International)亚太地区首席市场销售和营销官若方国瑜(Peggy Fang Roe)表示："这是数字与个性的结合。旅游者希望获得管家级别的服务，但通过数字方式获得这种体验。"万豪国际是这份报告的赞助商。
Marriott began accepting Alipay, the mobile payment service run by Alibaba Group's financial affiliate, in its China hotels and some international locations this year. The company will open a Bulgari-branded hotel in Shanghai in 2017, adding to its existing portfolio of 91 China properties, including 21 in the luxury category.