Projected to generate close to US$300 billion in luxury travel spend by 2033, China and India are fast becoming the defining forces shaping global luxury travel.
Yet for many in the travel trade, outdated assumptions still cloud how these high-value travellers are understood and served, observed leaders at the recent GTM Luxury Asia Pacific in Singapore.
Speaking at a fireside chat at the inaugural event, industry experts – Leo Zheng, founder of Bridge Travel in China, and Harjit Singh, founder and chief of guest experience at Travel Twist, India – debunked common misconceptions and shed light on what makes these travellers really tick.
“People think that India is a price sensitive market, but I would say we are a price-aware market. Be it a service, accommodation or an experience, we know what we are buying and we always see that value in the amount we pay for,” said Singh.
Likewise, Zheng notes that his clientele of young affluent travellers in China is not driven by price, but value.
“They can pay more money, but they need something special – that’s when they see good value,” he said. “Even if a hotel costs $10,000 a night, if they like it and it's very special and exclusive, they will go for.
Leo Zheng, founder of Bridge Travel in China, and Harjit Singh, founder and chief of guest experience at Travel Twist, India speaking at the inaugural GTM Luxury APAC in Singapore. Photo Credit: Northstar Travel Group
Exclusivity is the new flex
In their accommodation choices, Zheng observes that less experienced travellers in China gravitate towards international luxury brands, while more seasoned clients increasingly favour boutique properties and private villas.
The shift from large, iconic brand names towards more private and exclusive accommodation is also reshaping preferences in India.
“A few years ago, people would not say I’m going to Macao; they would say ‘I’m going to The Venetian Macao; it’s the same with the Marina Bay Sands in Singapore. Now, guests want the exclusivity. They want to be at the property, but not be seen,” observed Singh, pointing to a growing demand for private villas and buyouts for milestone celebrations.
“If they are having a big celebration with the extended family, they might want to book a five- or 10-room villa in the vineyards. Such accommodation requests are getting really popular.”
The desire for exclusivity also extends to the kind of experiences luxury travellers are seeking, which often starts with a simple scroll. In India, Instagram and YouTube play a significant role in sparking travel intent and ideas, while social media platforms like Xiaohongshu and Douyin are powerful engines of aspiration in China.
They will send us a picture or video of a destination they found on social media and let us handle the rest,” Zheng said. The quest for ‘likes’ also fuels their choices.
“Chinese travellers like the Middle East because it has many amazing hotels and great places to take photos, which they’ll post on their social media and get many ‘likes’,” he added.
“It’s not just about affordability, but access,” Singh notes. “Take for example, an icebreaker cruise in Northern Finland or an Antarctic expedition. In the last couple of years, more people are into these kinds of immersive experiences. They want to do what others don’t have access to and have these exclusive experiences for themselves.”
In emerging destinations like Scandinavia and Kenya, Indian guests would not mind paying as high as US$2,000 and US$3,000 per night on luxury safari lodges, he observes.
India’s luxury market is increasingly turning to emerging destinations like Scandinavia Photo Credit: iStock/104kelly
Culinary versus comfort food
On the epicurean front, global exposure to various cuisines has broadened tastes significantly. Food has become an experiential way to discover a destination, with more guests inclined to try local food and learn about its provenance.
Singh shares, “In India, it’s not just about the food, the storytelling aspect is important too. Guests want a more interactive experience, where the restaurant’s ambience, chef and story behind the food matters as well. When hosting our guests, we might have the chef share about which region he’s from, how he grew up, his culture, and the food he grows and uses.”
Though the longing for a taste of home might still strike during vacation, dietary preferences are no longer a bugbear and can be well accommodated for as part of the journey. “It’s not that Indians want a specific type of food, it's comfort food that we want. So, every second day or third day, as long as we get rice and a hot curry, it is good for us,” Singh adds.
Chinese travellers, meanwhile, are balancing global prestige with local authenticity. While Michelin-starred restaurants remain aspirational, Zheng observed that many clients opt for unique local restaurants or private dining experiences that feel special.
He notes, “It’s not just about fine-dining. They might choose a Michelin-starred restaurant for one or two meals, but most of the time, they’ll pick local restaurants.”