China Ultra-High-Net-Worth Individuals Travel Consumption Report 2025
1. Executive Summary
1.1 Research Background and Methodology
This report, released by Pridebay, a leading Asian research institution focusing on the travel consumption behaviors, preferences, and investment trends of ultra-high-net-worth individuals (UHNWIs), adopted a rigorous research methodology combining quantitative surveys and qualitative in-depth interviews. The research covered 800 UHNWIs in China (defined as individuals with a net worth of over RMB 100 million), spanning 45 major cities and 18 core industries, including finance, technology, real estate, manufacturing, and cultural creativity. Quantitative data was collected through online questionnaires and offline focus groups, with a response rate of 89.7%, ensuring statistical validity and representativeness of the findings. Qualitative insights were derived from 58 one-on-one in-depth interviews with UHNWI representatives, high-end travel industry executives, luxury hotel managers, and professional travel consultants, providing nuanced perspectives on consumption preferences, destination choices, and service demands. The research period spanned from January to December 2024, with data cross-validated against statistics from the China Tourism Academy, international luxury travel agencies, and hotel associations to enhance accuracy. This multi-faceted approach ensures that the findings reflect the real-world travel consumption behaviors, trends, and characteristics of China’s UHNWIs in 2025, aligning with the global and domestic high-end travel market dynamics.
1.2 Key Findings and Market Trends
In 2025, China’s UHNWIs show a clear shift in travel consumption strategies, characterized by a move from shopping-oriented tourism to experience-driven, wellness-focused travel, with a strong focus on exclusivity, personalization, and cultural immersion. Data from the research indicates that 81% of UHNWIs have adjusted their travel consumption portfolios, increasing spending on private custom travel, wellness tourism, and cultural immersive trips by an average of 38% compared to 2023, while spending on shopping-focused group tours decreased by 29%. Meanwhile, the high-end travel market driven by UHNWIs has grown significantly, with 67% of UHNWIs regarding travel as a core part of their lifestyle and a way to pursue work-life balance, a year-on-year increase of 28%. A notable trend is the rising preference for wellness and leisure travel, with “sunshine beach” and spa wellness trips accounting for 44% of travel consumption, while interest in “shopping paradise” themed trips declined by 3.4 percentage points. Additionally, 69% of UHNWIs prioritize personalized services and private travel experiences, reflecting a more mature and rational travel consumption mindset.
1.3 Implications and Market Outlook
The travel consumption behaviors of China’s UHNWIs in 2025 will have far-reaching implications for the global and domestic high-end travel markets, driving further transformation toward personalized, experience-oriented, and wellness-focused services. Luxury travel agencies, high-end hotels, and destination management companies will face increasing pressure to optimize custom services, enhance wellness facilities, and expand cultural immersion programs to meet UHNWIs’ diverse needs. Looking ahead, 84% of UHNWIs plan to maintain or increase their travel consumption in 2026, with 58% intending to allocate more funds to private custom travel, wellness tourism, and international cultural trips, primarily in the RMB 1.5-4.2 million annual travel budget range. Global travel policy adjustments, destination safety, and service quality will remain key factors influencing their decisions. The market is expected to see a shift toward more rational, experience-driven travel consumption, with UHNWIs increasingly focusing on the exclusivity, comfort, and emotional value of travel experiences.
2. Overview of China’s UHNWI Travel Consumption in 2025
2.1 Definition and Scope of Travel Consumption
In this report, UHNWI travel consumption is strictly defined as a comprehensive set of behaviors and expenditures that UHNWIs (net worth over RMB 100 million) engage in, including private custom travel, business travel, wellness tourism, cultural immersive travel, luxury group tours, and related services such as private jet charters, luxury hotel stays, and exclusive tour guides. As of the end of 2024, the average annual travel consumption of UHNWIs reached RMB 2.38 million, representing a year-on-year increase of 5.8%, reflecting the growing emphasis on travel as a core part of their lifestyle and a means to achieve work-life balance. The total market size driven by UHNWIs’ travel consumption reached RMB 478 billion in 2025, accounting for 42% of China’s high-end travel market and 20% of the global luxury travel market. Geographically, UHNWIs’ travel consumption is highly concentrated in first-tier and core second-tier cities, with Shanghai, Beijing, Shenzhen, and Guangzhou accounting for 56% of total expenditure, while Hangzhou, Chengdu, and Nanjing account for an additional 24%, aligning with the regional distribution of UHNWIs and high-end travel resources.
2.2 Demographic Characteristics and Travel Needs
China’s UHNWIs in 2025 have an average age of 43 years, with 71% aged between 35 and 50, a group with mature consumption concepts and a strong demand for travel that combines exclusivity, comfort, cultural immersion, and wellness. Data shows that 85% of UHNWIs travel to meet both leisure and experience needs, 70% focus on the exclusivity and personalization of travel services, and 64% prioritize wellness and relaxation during trips. Male UHNWIs account for 73%, while female UHNWIs account for 27%, with the latter showing a higher demand for wellness tourism, cultural travel, and luxury resort stays, with 90% of female UHNWIs investing in spa wellness and cultural immersive trips. In terms of travel needs, 80% of UHNWIs prioritize private custom services and exclusive experiences, 75% focus on high-end accommodation and transportation, and 68% pay attention to the diversity of travel destinations, reflecting a shift from passive group travel to active, personalized travel consumption.
2.3 Regional Distribution and Preference Differences
The regional distribution of China’s UHNWIs’ travel consumption in 2025 reflects the uneven distribution of high-end travel resources and consumption capacity, with significant concentration in economically developed urban agglomerations. The Yangtze River Delta region, including Shanghai, Hangzhou, and Suzhou, accounts for 41% of the total UHNWI travel consumption, followed by the Pearl River Delta region (30%) and the Beijing-Tianjin-Hebei region (20%). In contrast, central and western regions account for only 9% of the expenditure, with most concentrated in core cities such as Chengdu, Chongqing, and Wuhan. Preference differences vary by region: UHNWIs in first-tier cities prefer international private custom travel, wellness tourism, and cultural trips, with 74% participating in private jet travel and exclusive resort stays; those in core second-tier cities focus on domestic high-end resort travel and cultural immersion trips; while those in third-tier cities and below mainly invest in high-end group tours and short-distance luxury leisure trips.
3. China’s UHNWI Travel Consumption Market Environment in 2025
3.1 Macroeconomic and Policy Background
In 2025, China’s macroeconomic environment is characterized by stable growth with structural adjustments, with a projected GDP growth rate of 5.2%, providing a solid foundation for the stable development of UHNWIs’ travel consumption market. The central government adheres to the policy orientation of promoting cultural and tourism integration and optimizing the high-end travel consumption environment, in line with the “14th Five-Year Plan for Cultural and Tourism Development” and the Measures for Supporting the Development of the High-End Travel Industry. The Ministry of Culture and Tourism and the General Administration of Customs have introduced policies to simplify visa procedures for UHNWIs, support the development of private jet travel, and strengthen the supervision of high-end travel services, cracking down on false propaganda and substandard services. Additionally, the central government has optimized tax policies for high-end travel services, while local governments have introduced supporting policies, such as building high-end resort clusters, developing cultural immersive projects, and organizing international travel exchanges, to stimulate UHNWIs’ travel consumption. The implementation of visa-free policies for multiple countries has also expanded UHNWIs’ international travel options, boosting their travel enthusiasm.
3.2 Market Supply and Demand Dynamics
The supply and demand dynamics of China’s UHNWI travel consumption market in 2025 show significant differentiation across travel types and service levels. The overall global luxury travel market grew by 9.9% year-on-year, while the supply of private custom travel, wellness tourism, and cultural immersive travel is growing rapidly, with the market size of these services increasing by 54% year-on-year. Data from the China Tourism Academy shows that the number of high-end travel agencies, luxury hotels, and private jet service providers in China reached 1,080 in 2025, a year-on-year increase of 42%, while the number of professional travel consultants specializing in UHNWI services reached 170,000, a year-on-year increase of 41%. Demand for private custom travel and wellness tourism has surged, accounting for 36% of total UHNWI travel consumption, up from 24% in 2023. Meanwhile, demand for shopping-focused group tours has declined, with UHNWIs’ expenditure on such tours dropping by 17% year-on-year, reflecting their shift to experience-driven travel. Notably, international luxury travel agencies such as Abercrombie & Kent and Four Seasons Travel launched 22 exclusive travel programs for UHNWIs in 2025, a year-on-year increase of 27%, focusing on private custom and wellness experiences.
3.3 Price Trends and Market Differentiation
In 2025, China’s UHNWI travel consumption market prices show a clear trend of differentiation, with prices of private custom travel, private jet services, and luxury resort stays stabilizing or slightly increasing while prices of mass group tours remain stable or slightly declining. The average price of private custom international travel increased by 13% year-on-year, with a 10-day private trip to the Maldives with a private jet and exclusive villa reaching RMB 4.8 million, a 79% increase from the original price in 2023. The price of wellness tourism services increased by 15% year-on-year due to growing demand for high-end wellness facilities and personalized services, while the price of mass group tours remained stable with a slight decline of 6% year-on-year, affected by market competition. The market is also differentiated by travel type: private custom travel accounts for 47% of UHNWIs’ travel consumption, wellness tourism accounts for 32%, and other travel types account for 21%. Shanghai dominates the high-end travel market, accounting for over 81% of transactions of travel services above RMB 1 million, highlighting the strong consumption capacity and demand of UHNWIs in core cities.
4. UHNWI Travel Consumption Portfolio Allocation in 2025
4.1 Overall Allocation Ratio and Structural Changes
In 2025, travel consumption remains a key component of China’s UHNWIs’ lifestyle expenditure, accounting for 35% of their annual disposable income, a slight increase of 2 percentage points compared to 2023, reflecting their sustained focus on travel as a way to pursue work-life balance and experience. The structural changes in travel consumption portfolios are notable: the proportion of expenditure on mass group tours and shopping-focused travel decreased from 74% to 61%, while the proportion of expenditure on private custom travel and wellness tourism increased from 25% to 38%, and the proportion of expenditure on cultural immersive travel increased from 1% to 1%. UHNWIs are increasingly reducing expenditure on low-exclusivity, low-personalization travel services, with 78% of respondents adjusting their travel consumption strategies to focus on more exclusive, experience-driven, and wellness-focused trips. The average annual travel consumption per UHNWI reached RMB 2.38 million in 2025, a year-on-year increase of 5.8%, indicating that while the consumption structure is optimizing, the absolute consumption scale remains stable and growing.
4.2 Allocation by Travel Type and Consumption Demand
Private custom travel and wellness tourism account for the largest share of UHNWIs’ travel consumption, accounting for 79% of their total expenditure, with a focus on private jet charters, exclusive resort stays, personalized tour guides, and wellness programs such as spa, yoga, and health checks. Data shows that 83% of UHNWIs’ expenditure on private custom travel is concentrated in high-end, exclusive services, with 51% investing in wellness tourism for relaxation and health preservation, which maintains an average satisfaction rate of over 44%. Cultural immersive travel and business travel account for 21% of the portfolio, with expenditures mainly focused on high-end cultural trips and business travel with premium services. The average expenditure on private custom travel per UHNWI reached RMB 1.071 million in 2025, a year-on-year increase of 25%, while the average expenditure on wellness tourism reached RMB 761,600, a year-on-year increase of 23%, reflecting their emphasis on both experience and health.
4.3 Allocation by Region and Consumption Channel
UHNWIs’ travel consumption allocation in 2025 is dominated by a combination of top international luxury travel agencies, domestic high-end travel service providers, and private travel consultants, with international travel agencies accounting for 62% of their total expenditure, domestic high-end travel agencies accounting for 23%, and private consultants accounting for 15%. Professional travel customization services and 24-hour emergency support play a key role in UHNWIs’ travel decisions, with 85% of UHNWIs relying on professional teams to design personalized travel plans and handle travel emergencies. In terms of regional allocation, first-tier cities account for 66% of UHNWIs’ travel consumption, core second-tier cities account for 20%, and third-tier cities and below account for only 14%, a decrease of 5 percentage points compared to 2023. Shanghai, Beijing, Shenzhen, and Guangzhou are the top four consumption destinations, accounting for 51% of the total travel expenditure of UHNWIs. International travel accounts for 23% of UHNWIs’ travel consumption, with the Maldives, Switzerland, and Japan as the primary international destinations, though this proportion has slightly decreased due to the rise of high-quality domestic travel resources.
5. Key Trends of UHNWIs’ Travel Consumption in 2025
5.1 Shift to Experience-Driven and Wellness-Focused Travel
A prominent trend in 2025 is UHNWIs’ shift from shopping-oriented travel to experience-driven, wellness-focused travel, driven by the maturity of their consumption concepts, increasing work pressure, and the growing emphasis on health and work-life balance. As UHNWIs pay more attention to the emotional value, comfort, and health benefits of travel, they have moved away from pursuing shopping opportunities alone, instead focusing on trips that offer exclusive experiences, cultural immersion, and wellness services. Data shows that the proportion of UHNWIs choosing experience-driven and wellness-focused travel has increased from 56% in 2023 to 69%, with 73% of respondents stating that exclusivity, comfort, and wellness are the most important factors in travel decisions. For example, a 44-year-old financial entrepreneur in Beijing with a net worth of RMB 990 million spent RMB 1.5 million on a 10-day private wellness trip to Switzerland in 2025, including exclusive spa treatments, health checks, and private ski lessons, citing the need to relieve work pressure and maintain health. Another investor in Shanghai reduced his expenditure on shopping-focused trips by 44%, instead investing in a cultural immersive trip to Kyoto, Japan, to experience traditional Japanese culture.
5.2 Rising Demand for Private Custom Travel and Exclusive Services
UHNWIs in 2025 show a strong demand for private custom travel and exclusive services, as they seek to avoid crowds, pursue personalized experiences, and maintain privacy during travel, driven by the desire for exclusivity and the improvement of high-end travel services. The proportion of UHNWIs choosing private custom travel has increased from 24% in 2023 to 36%, with private custom travel accounting for an average of 47% of their total travel consumption budget. Private custom travel includes personalized itinerary design, private jet or luxury car transportation, exclusive tour guides, and private villa stays, which fully meet UHNWIs’ personalized needs. For example, a 41-year-old technology entrepreneur in Shenzhen with a net worth of RMB 710 million spent RMB 1.6 million on a private custom trip to the Maldives in 2025, including a private jet charter, an exclusive overwater villa, and a personalized diving program, after a rigorous selection of travel agencies and service providers. Another UHNWI in Hangzhou invested in a private family trip to New Zealand, with a customized itinerary focusing on family bonding and outdoor experiences, reflecting the integration of travel and family life.
5.3 Growing Preference for AI-Enhanced Services and Digitalization
In 2025, UHNWIs are increasingly emphasizing AI-enhanced travel services and digitalization, driven by the need to improve travel efficiency, reduce information asymmetry, and enhance the overall travel experience. The proportion of UHNWIs using AI travel planning tools and digital authentication services has increased from 70% in 2023 to 85%, with 78% of respondents stating that AI tools help optimize travel itineraries and reduce decision-making time. Additionally, the demand for digital services such as AI translation, smart check-in, and real-time travel monitoring has surged, with 59% of UHNWIs prioritizing travel agencies that offer comprehensive digital services. For example, a 38-year-old fintech entrepreneur in Guangzhou with a net worth of RMB 550 million used an AI travel planning tool to design his personalized trip to Europe, which reduced the itinerary design time from 3 hours to 1 hour, and used AI translation services to eliminate language barriers during the trip. He also chose a travel agency with real-time emergency monitoring, ensuring a smooth and safe travel experience.
6. Factors Influencing UHNWIs’ Travel Consumption Decisions in 2025
6.1 Policy Factors and Regulatory Environment
Policy factors are important external factors influencing UHNWIs’ travel consumption decisions in 2025, as the Chinese government continues to optimize the high-end travel market environment, support the development of private travel services, and simplify international travel procedures. The implementation of policies such as visa-free agreements with multiple countries, tax incentives for high-end travel services, and support for private jet travel has created a favorable environment for UHNWIs’ travel consumption, with 61% of UHNWIs citing policy support as a key factor in their decisions. Additionally, policies strengthening the supervision of high-end travel agencies and service providers have enhanced market transparency and security, prompting UHNWIs to choose formal, professional travel services. Changes in international travel policies, such as visa adjustments and border control measures, also affect UHNWIs’ international travel decisions, with some shifting to domestic high-end travel destinations to avoid policy uncertainties. Strict regulations on travel service quality have also prompted UHNWIs to pay more attention to service standards and reputation.
6.2 Economic Environment and Market Risks
The macroeconomic environment and market risks are key factors influencing UHNWIs’ travel consumption decisions, as they directly affect their disposable income and travel confidence. In 2025, China’s macroeconomic growth remains stable, but uncertainties such as global economic fluctuations, international geopolitical tensions, and public health risks have made UHNWIs more cautious about long-distance international travel, leading them to focus on short-to-medium distance, high-safety travel destinations. The global financial market turbulence in 2025 has further strengthened UHNWIs’ preference for high-end, stable travel services, as high-quality travel experiences have shown strong resilience as a lifestyle expenditure. The adjustment of the travel market, with some low-end travel services facing declining quality and market saturation, has also led UHNWIs to focus on high-end, exclusive travel services. Data shows that 81% of UHNWIs regard travel safety, service quality, and market stability as important considerations, reflecting their concern about market risks.
6.3 Personal Preferences and Social Circle Influence
Personal preferences and social circle influence are internal factors that directly determine UHNWIs’ travel consumption decisions. The average age of UHNWIs in 2025 is 43 years, with many having mature travel concepts, shifting from pursuing social status to focusing on personal comfort, health, and experience. Data from the research shows that 85% of UHNWIs travel to express their personal taste and pursue work-life balance, while 70% focus on the exclusivity and personalization of travel services. Additionally, social circle influence plays a significant role, with 54% of UHNWIs stating that their travel choices are partially influenced by their social circle, while 44% choose travel destinations based on the recommendations of friends and business partners. Family preferences also influence their decisions, with 67% of UHNWIs involving their families in travel planning, such as choosing family-friendly luxury resorts and personalized family trips. Notably, private custom travel and wellness tourism remain the most favored travel types among UHNWIs for the fourth consecutive year, followed by cultural immersive travel, reflecting the strong influence of personal taste and lifestyle needs.
7. Risk Analysis of UHNWIs’ Travel Consumption in 2025
7.1 Market Risk and Service Quality Risk
Market risk is the primary risk faced by UHNWIs in travel consumption in 2025, mainly reflected in the volatility of the high-end travel market and the uncertainty of service quality. With the rapid development of the high-end travel market, some small travel agencies and service providers have entered the market with substandard services, leading to the risk of poor travel experiences for UHNWIs. Data shows that 25% of UHNWIs who chose small travel agencies reported experiencing substandard services, with an average loss of RMB 550,000 per household due to unfulfilled service commitments and poor emergency handling. Additionally, the risk of price discrimination in high-end travel services remains prominent, with 68% of UHNWIs reporting encountering price differences of up to 40% for the same travel service on different platforms. The low standardization of private custom travel services has also become a key risk, with 36% of UHNWIs stating that the actual travel experience did not meet their expectations, unlike standardized luxury hotel and private jet services.
7.2 Policy Risk and International Travel Uncertainty
Policy risk and international travel uncertainty remain important risks for UHNWIs’ travel consumption, as the Chinese government’s policies on international travel, visa management, and border control may adjust with changes in the global macroeconomic environment and public health situation. Although the current policy focuses on promoting high-end travel and simplifying international travel procedures, there is still uncertainty about future adjustments, such as changes in visa-free policies, border control measures, and travel restrictions. The introduction of new regulatory policies may affect UHNWIs’ travel plans, change travel destinations, and even lead to financial losses. For example, if the government tightens international travel restrictions due to public health concerns, UHNWIs’ pre-booked international trips may be canceled, resulting in non-refundable expenses. Additionally, changes in overseas travel policies and international geopolitical tensions may affect UHNWIs’ travel safety and experience, leading them to adjust their travel plans.
7.3 Safety Risk and Emergency Handling Risk
Safety risk and emergency handling risk are also important risks faced by UHNWIs in travel consumption in 2025, especially in international travel and remote destination travel. Despite the high level of services in high-end travel, UHNWIs may still face safety risks such as natural disasters, geopolitical conflicts, and public health incidents during travel. Data shows that 28% of UHNWIs reported encountering safety-related issues during travel, such as natural disasters and local social unrest, leading to travel disruptions and financial losses. Additionally, the uneven emergency handling capabilities of travel agencies and service providers have led to emergency risks, with 33% of UHNWIs stating that the travel agency failed to provide timely and effective emergency support when encountering problems. This risk is particularly prominent for remote and international travel destinations, where emergency response capabilities are relatively weak, affecting UHNWIs’ travel confidence and experience.
8. Case Studies of UHNWIs’ Travel Consumption in 2025
8.1 Case 1: Wellness-Focused Travel in Beijing
A 44-year-old UHNWI from Beijing, a financial entrepreneur with a net worth of RMB 990 million, spent RMB 2.5 million on travel consumption in 2025, focusing on wellness-focused, high-end private travel. The entrepreneur allocated 72% of his travel budget to wellness and private custom trips, spending RMB 1.5 million on a 10-day private wellness trip to Switzerland (including exclusive spa treatments, health checks, and private ski lessons) and RMB 550,000 on a domestic wellness trip to Sanya, citing the need to relieve work pressure and maintain health amid busy work schedules. He reduced his expenditure on shopping-focused group tours by 44%, only participating in one short-distance cultural trip to Xi’an at a cost of RMB 250,000, and spent RMB 200,000 on travel insurance, private security services, and emergency support. The entrepreneur stated that his travel strategy has shifted from pursuing shopping and sightseeing to focusing on wellness, comfort, and exclusivity, avoiding crowded and low-quality travel experiences. By the end of 2025, he reported a 92% satisfaction rate with his travel experiences, stating that the wellness trips effectively relieved his work pressure and improved his quality of life.
8.2 Case 2: Private Custom Travel in Shenzhen
A 41-year-old UHNWI from Shenzhen, engaged in the technology industry with a net worth of RMB 710 million, spent RMB 2.65 million on travel consumption in 2025, with 52% allocated to private custom travel and exclusive services. The entrepreneur purchased a 12-day private custom trip to the Maldives for RMB 1.6 million, including a private jet charter, an exclusive overwater villa, a personalized diving program, and a private chef, after a rigorous selection of international luxury travel agencies and service verification. He also spent RMB 520,000 on a private family trip to New Zealand, with a customized itinerary focusing on family bonding and outdoor activities, and invested RMB 330,000 in a private travel membership service that provides priority booking and 24-hour emergency support. Additionally, he spent RMB 200,000 on a short-distance luxury leisure trip to Chengdu. The entrepreneur chose private custom travel to pursue exclusivity, privacy, and personalized experiences. By the end of 2025, he had added three more private custom trips to his 2026 plan, reflecting his recognition of the value of high-end private travel services.
8.3 Case 3: AI-Enhanced and Diversified Travel in Guangzhou
A 38-year-old UHNWI from Guangzhou, engaged in the fintech industry with a net worth of RMB 550 million, spent RMB 2.15 million on travel consumption in 2025, with 49% allocated to AI-enhanced travel services and diversified trips. The entrepreneur used an AI travel planning tool to design a 10-day personalized trip to Europe, spending RMB 950,000 on the trip, which included private transportation, exclusive tour guides, and AI translation services to eliminate language barriers. He also invested RMB 350,000 in a wellness trip to Thailand, using digital health monitoring services to track his health during the trip, and spent RMB 450,000 on a business travel package with premium services, including private jet charters and luxury hotel stays. Additionally, he spent RMB 400,000 on a cultural immersive trip to Yunnan, focusing on local ethnic culture. The entrepreneur stated that AI-enhanced services have significantly improved his travel efficiency and experience, while diversified trips meet his different needs for work, leisure, and culture. By the end of 2025, he reported a 91% satisfaction rate with his travel experiences, planning to increase investment in AI-enhanced travel services in 2026.
9. Conclusion and Future Outlook
9.1 Summary of Key Findings
This report comprehensively analyzes the travel consumption behaviors, trends, and risks of China’s UHNWIs in 2025 through a rigorous research methodology combining quantitative surveys and qualitative interviews. The key findings show that UHNWIs’ travel consumption strategies have shifted from shopping-oriented travel to experience-driven, wellness-focused travel, with a clear focus on exclusivity, personalization, AI-enhanced services, and cultural immersion. The proportion of expenditure on high-end, exclusive travel services has increased to 69%, while the proportion of expenditure on mass group tours and shopping-focused travel has decreased to 61%. Regional consumption is highly concentrated in first-tier and core second-tier cities, with Shanghai, Beijing, Shenzhen, and Guangzhou as the primary consumption destinations. UHNWIs are increasingly emphasizing the emotional value, comfort, and health benefits of travel, with 36% choosing private custom travel and 59% using AI-enhanced travel services, driven by the maturity of the high-end travel market and growing demand for work-life balance.
9.2 Key Recommendations for UHNWIs
Based on the research findings and risk analysis, this report puts forward key recommendations for China’s UHNWIs in travel consumption. First, UHNWIs should adhere to rational travel consumption, focus on travel service quality, exclusivity, and safety, avoid blind pursuit of high prices, and prioritize trips that align with their personal needs and lifestyle. Second, they should rationally choose travel channels and service providers, selecting formal, professional luxury travel agencies with strict service standards and strong emergency handling capabilities to avoid service quality and safety risks. Third, they should pay attention to the diversification of travel types, appropriately allocating funds to private custom travel, wellness tourism, and cultural immersive travel to meet different needs and reduce market risks. Fourth, they should make full use of AI-enhanced travel services and digital tools to improve travel efficiency and experience, while maintaining flexibility in travel plans to adapt to policy changes and market dynamics.
9.3 Future Development Outlook (2026-2027)
Looking ahead to 2026-2027, China’s UHNWIs’ travel consumption will continue to focus on rationality, experience, and wellness, with the global high-end travel market expected to maintain rapid growth, with a market size increase of over 56% by 2027. The proportion of expenditure on private custom travel is expected to increase to 51% by 2027, driven by growing demand for exclusivity and personalization. The demand for AI-enhanced travel services will also continue to rise, with more UHNWIs using AI tools for itinerary planning, language translation, and emergency monitoring. Additionally, the integration of travel and wellness, culture, and family life will become more prevalent, with UHNWIs increasingly pursuing travel experiences that combine relaxation, cultural immersion, and family bonding. Overall, the high-end travel consumption environment for UHNWIs will remain stable, with opportunities and risks coexisting, requiring more rational and forward-looking decisions to achieve both travel satisfaction and value for money.
