An affordable and safe destination

Tuck into local delicacy conger eel rice and stay at hotels that cost a fraction of prices in Kyoto and Osaka

- John Tan

As the geographical balance of wealth shifts, Asia – spurred by growing wealth in China – is projected to have the most millionaires in the world by mid-2030.

McKinsey & Company noted that this has major implications for hospitality. In a 2023 review of global hotel pipelines, 41 per cent of luxury hotel rooms in development were in Asia, and 43 per cent of those were in China.

Banyan Group's Ms Ho says: "In China, the market is rebalancing as inbound travel picks up. This requires the hotel industry to cater to both international and high-spending domestic guests.

"At the same time, luxury is being redefined, with travellers prioritising cultural immersion and unique, off-the-beaten-path experiences over traditional status symbols."

REDEFINING LUXURY China's rich diversity – from dynamic cities to serene natural landscapes – provides fertile ground for luxury hotels to offer more than just comfort.

Hilton's Ms Huang says travellers increasingly seek "personalisation, exclusivity, authentic cultural immersion, and wellness-driven experiences" – key pillars of modern luxury hospitality.

Mr Bart Buiring, managing director of Marriott International's Greater China Luxury portfolio, agrees, and adds that to meet this demand, his team is "strategically investing in emerging destinations where travellers seek deeper connections to culture, nature and heritage".

Some examples include cities such as Chengdu, Xi'an, Wuhan and Dali.

To that end, luxury hotels are not only appearing in more rural corners of China, but also offering a plethora of new experiences to elevate guests' travels. These include curated wellness itineraries, traditional craft activities and guided tours to heritage sites.