Shangri-La Is The Most Sought-After Hotel Brand in China as Interest in Luxury Hotels Rises
Digital Luxury Group has released a new report that show that Chinese are more interested in luxury hotels than ever before.
Digital Luxury Group in partnership with the Chair of Luxury Hospitality of Ecole Hôtelière de Lausanne has released a new report on worldwide luxury hotel interest, and Chinese are more interested in luxury hotels than ever before.
Global interest in luxury hotels is up by 7.7 percent. Though Chinese consumer interest still accounts for less than 10 percent of global interest in luxury hospitality, it has soared by 39 percent since the last report, and is nearly on par with British consumers. The United States represents over half of global consumer interest.
“Such a significant increase in interest for luxury hotels from China can be attributed to a few things. Firstly, numerous western hotel brands are opening in second, third and fourth-tier cities, building brand awareness in parts of China where wealth is increasing and overall luxury hotel awareness may be low. This could mean that – after experiencing a particular brand in their home country – Chinese tourists are now seeking out this brand when they travel abroad. We are also seeing the new generation of Chinese tourists move away from the ‘tour group’ mentality of their parents, electing to travel amongst friends or partners, and arrange their hotels and transport independently. Armed with English language skills many of their parents did not possess, and of course, Internet connectivity, these travelers are more confident to create their own itineraries in cities such as New York, Paris and London,” said David Sadigh, Founder and CEO of Digital Luxury Group. American hotel groups Hilton, Starwood, and Hyatt are the most sought-after brands worldwide, but Hong Kong-based Shangri-La Hotels gained the most global interest, up by 20 percent. Shangri-La is the most popular luxury hotel brand in China and Singapore. Of the online searches for Shangri-La, 49 percent originated in China. The country has become one of Shangri-La’s fastest growing source market at 35 percent.
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