According to the UNWTO, international tourism expenditure has this year grown faster in China (+19%) than anywhere else in the world. According to TripAdvisor China Unbounded, nearly half of Chinese FITs plan to take more trips abroad and 52% will stay for longer periods. Currently, 40% stay abroad for 4-6 nights. It is estimated that Chinese Millennials will drive 55% of expansion in China’s consumption spending over the next five years.
While big brands have invested hugely in the China market for years now, how can overseas independent hotels with a limited budget to tap into this attractive Chinese FIT market?