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China’s high-net-worth women are redefining
luxury travel with a focus on wellness and
cultural enrichment, reveals report by
Finn Partners and ILTM Asia Pacific
Older women are twice as likely to invest in health-related travel, the new research shows / photo: shutterstock/Ground Picture
Research by travel practice Finn Partners has revealed the shifting habits of affluent Chinese female travellers and the influence of wellness.
China’s Women in Charge draws insights from 800 high-value Chinese women – aged 25 and above, 74 per cent of who earn more than US$96,000 (€87,000, £74,075) annually – and was conducted in collaboration with ILTM Asia Pacific.
According to the UNWTO, China reclaimed its position as the world’s top spender on international tourism in 2023, with female travellers accounting for almost 60 per cent of the country’s outbound tourists.
The new report states that 54 per cent of high-valued Chinese females intend to increase their leisure travel over the next three years and promise to be powerful players in luxury travel and wellness.
Shifting mindsets The following eight factors were identified in shaping their travel motivations:
1. Pursuit of wellness: Wellness now embraces a holistic approach, focusing on both physical and mental health, with an increasing interest in adventurous activities. It remains a major travel motivation and is expected to be integrated into offers rather than a primary focus. It’s particularly popular among older women, who are twice as likely as other age groups to invest in health-related luxury travel experiences
2. Evolving definition of luxury: Luxury has shifted from material goods to experiences that bring personal fulfilment, joy and a sense of accomplishment
3. Travel as enrichment: Travel has become a means of empowerment and transformation
4. A preference for niche destinations: High-value Chinese female travellers are drawn to lesser-known destinations known for natural beauty, aiming to explore them before they become popular
5. Solo travel on the rise: Solo travel is increasingly popular among affluent Chinese women, offering a path to independence and self-empowerment
6. Independent decision-making: Financially independent Chinese women are making their own travel decisions, significantly influencing family holiday choices
7. Beyond star ratings: Affluent Chinese women value unique experiences over five-star ratings, preferring collaborations with fashion, design or lifestyle brands for themed accommodations (45 per cent), enhanced room amenities such as spa baths and sleep rituals (44 per cent) and more integration of local or cultural features in the property (43 per cent)
8. Technology as ultimate luxury: Chinese travellers prioritise convenience, seeking seamless technology integration for efficient travel planning and enhanced experiences
Additional findings Through the analysis, researchers have carved out five distinctive archetypes of affluent female Chinese travellers that capture this segment’s differing values, attitudes and behaviours, including how each of them approaches wellness.
Read more from this issue of Spa Business magazine
View contents of Spa Business 2024 issue 3
Editor's letter: At a crossroads
As the UK prepares to host this year's Global Wellness Summit, fresh research shows its wellness industry must address a number of issues if it's to maintain levels of unprecedented growth
Spa People: Charlotte Church
The Welsh singer talks about how growing up in the media spotlight has influenced The Dreaming, her healing retreat business
Spa People: Julia Bradbury
Leading a series of Walk Yourself Happy retreats based on her best-selling book and years of TV presenting
Spa People: Samantha Dunn
Shaking up the industry with her new, affordable DIY consultancy programme for entrepreneurs
News report: Big spenders
Finn Partners’ latest research shows how China’s high-net-worth women are redefining luxury travel
News report: Step back in time
Two new GWI reports analyse the growth of the global spa and hot springs markets over the past 10 to 15 years
Interview: Dillip Rajakarier
Following a 450 per cent increase in core revenues, Minor Hotels is planning 200 more properties. Megan Whitby sits down with its CEO
New opening: Kintsugi Space
Patrizia Bortolin talks to Lisa Starr about creating a transformative women-only sanctuary in Abu Dhabi
Research: To inform and inspire
The UK Spa Association has conducted its first survey of spa businesses in the country for 18 years. GM Bobby Griffiths unveils the numbers
Research: From wellness to wellbeing
A new study uncovers four wellness consumer market segments ripe for innovation. WELLSurvey co-author Kevin Kelly reveals the findings in a Spa Business exclusive
First person: To the source
Jane Kitchen takes to the sulphurous waters of Terme di Saturnia in Italy and shares details about its exciting upcoming sister site in Milan
Promotion: L'OCCITANE en Provence – the art of recovery
With an approach to wellbeing that’s both holistic and grounded in science, the latest massage from L’OCCITANE en Provence promises to have a powerfully-beneficial effect on customers, both in the spa and at home
New opening: Surrenne at The Emory
The £15k memberships at this wellness club in London sold out in just weeks. Creator Inge Theron tells us why
First person: Playful wellness
A Stella McCartney facial and Tracy Anderson studio are just two USPs Megan Whitby finds at Surrenne
Promotion: TechnoAlpin – naturally cool design
TechnoAlpin’s snow technology is not only an effective way to introduce gentle cold therapy into the spa environment, it’s also a powerful biophilic design element that can bring the wonder of nature indoors
Promotion: Biologique Recherche – potent partnership
A new anti-senescence serum from Biologique Recherche offers transformative results and raises the bar in anti-ageing skincare when combined with its iconic collagen formula
Promotion: Comfort Zone – A longer life for skin
Created to combat the visible signs of ageing, Comfort Zone’s latest range revamp is based on the company’s pioneering research into cutaneous cellular longevity
Promotion: G.M. COLLIN – Clinical excellence in skincare
With laboratories based in Montreal, G.M. Collin’s highly researched derma-corrective treatments have been helping skincare professionals deliver exceptional and exclusive results worldwide for many decades. We talk to VP Myriam Sayer
China’s high-net-worth women are redefining
luxury travel with a focus on wellness and
cultural enrichment, reveals report by
Finn Partners and ILTM Asia Pacific
Older women are twice as likely to invest in health-related travel, the new research shows / photo: shutterstock/Ground Picture
Research by travel practice Finn Partners has revealed the shifting habits of affluent Chinese female travellers and the influence of wellness.
China’s Women in Charge draws insights from 800 high-value Chinese women – aged 25 and above, 74 per cent of who earn more than US$96,000 (€87,000, £74,075) annually – and was conducted in collaboration with ILTM Asia Pacific.
According to the UNWTO, China reclaimed its position as the world’s top spender on international tourism in 2023, with female travellers accounting for almost 60 per cent of the country’s outbound tourists.
The new report states that 54 per cent of high-valued Chinese females intend to increase their leisure travel over the next three years and promise to be powerful players in luxury travel and wellness.
Shifting mindsets The following eight factors were identified in shaping their travel motivations:
1. Pursuit of wellness: Wellness now embraces a holistic approach, focusing on both physical and mental health, with an increasing interest in adventurous activities. It remains a major travel motivation and is expected to be integrated into offers rather than a primary focus. It’s particularly popular among older women, who are twice as likely as other age groups to invest in health-related luxury travel experiences
2. Evolving definition of luxury: Luxury has shifted from material goods to experiences that bring personal fulfilment, joy and a sense of accomplishment
3. Travel as enrichment: Travel has become a means of empowerment and transformation
4. A preference for niche destinations: High-value Chinese female travellers are drawn to lesser-known destinations known for natural beauty, aiming to explore them before they become popular
5. Solo travel on the rise: Solo travel is increasingly popular among affluent Chinese women, offering a path to independence and self-empowerment
6. Independent decision-making: Financially independent Chinese women are making their own travel decisions, significantly influencing family holiday choices
7. Beyond star ratings: Affluent Chinese women value unique experiences over five-star ratings, preferring collaborations with fashion, design or lifestyle brands for themed accommodations (45 per cent), enhanced room amenities such as spa baths and sleep rituals (44 per cent) and more integration of local or cultural features in the property (43 per cent)
8. Technology as ultimate luxury: Chinese travellers prioritise convenience, seeking seamless technology integration for efficient travel planning and enhanced experiences
Additional findings Through the analysis, researchers have carved out five distinctive archetypes of affluent female Chinese travellers that capture this segment’s differing values, attitudes and behaviours, including how each of them approaches wellness.
Read more from this issue of Spa Business magazine
View contents of Spa Business 2024 issue 3
Editor's letter: At a crossroads
As the UK prepares to host this year's Global Wellness Summit, fresh research shows its wellness industry must address a number of issues if it's to maintain levels of unprecedented growth
Spa People: Charlotte Church
The Welsh singer talks about how growing up in the media spotlight has influenced The Dreaming, her healing retreat business
Spa People: Julia Bradbury
Leading a series of Walk Yourself Happy retreats based on her best-selling book and years of TV presenting
Spa People: Samantha Dunn
Shaking up the industry with her new, affordable DIY consultancy programme for entrepreneurs
News report: Big spenders
Finn Partners’ latest research shows how China’s high-net-worth women are redefining luxury travel
News report: Step back in time
Two new GWI reports analyse the growth of the global spa and hot springs markets over the past 10 to 15 years
Interview: Dillip Rajakarier
Following a 450 per cent increase in core revenues, Minor Hotels is planning 200 more properties. Megan Whitby sits down with its CEO
New opening: Kintsugi Space
Patrizia Bortolin talks to Lisa Starr about creating a transformative women-only sanctuary in Abu Dhabi
Research: To inform and inspire
The UK Spa Association has conducted its first survey of spa businesses in the country for 18 years. GM Bobby Griffiths unveils the numbers
Research: From wellness to wellbeing
A new study uncovers four wellness consumer market segments ripe for innovation. WELLSurvey co-author Kevin Kelly reveals the findings in a Spa Business exclusive
First person: To the source
Jane Kitchen takes to the sulphurous waters of Terme di Saturnia in Italy and shares details about its exciting upcoming sister site in Milan
Promotion: L'OCCITANE en Provence – the art of recovery
With an approach to wellbeing that’s both holistic and grounded in science, the latest massage from L’OCCITANE en Provence promises to have a powerfully-beneficial effect on customers, both in the spa and at home
New opening: Surrenne at The Emory
The £15k memberships at this wellness club in London sold out in just weeks. Creator Inge Theron tells us why
First person: Playful wellness
A Stella McCartney facial and Tracy Anderson studio are just two USPs Megan Whitby finds at Surrenne
Promotion: TechnoAlpin – naturally cool design
TechnoAlpin’s snow technology is not only an effective way to introduce gentle cold therapy into the spa environment, it’s also a powerful biophilic design element that can bring the wonder of nature indoors
Promotion: Biologique Recherche – potent partnership
A new anti-senescence serum from Biologique Recherche offers transformative results and raises the bar in anti-ageing skincare when combined with its iconic collagen formula
Promotion: Comfort Zone – A longer life for skin
Created to combat the visible signs of ageing, Comfort Zone’s latest range revamp is based on the company’s pioneering research into cutaneous cellular longevity
Promotion: G.M. COLLIN – Clinical excellence in skincare
With laboratories based in Montreal, G.M. Collin’s highly researched derma-corrective treatments have been helping skincare professionals deliver exceptional and exclusive results worldwide for many decades. We talk to VP Myriam Sayer
Anna Bjurstam has left her role as Wellness Pioneer at Six Senses Hotels and Resorts and
launched a new wellness, longevity and “consciousness consultancy” called Wahayla.
Fairmont Cheshire, The Mere, has opened today (10 July) in the Northwest of England with a
1,715sq m Fairmont Spa that has been designed using a ‘Wellness without Walls’ concept.
Wellness hotels generating less than US$1 million (€932,700, £785,200) – or 10 per cent of
total revenue from wellness and leisure – recorded the strongest RevPAR and TRevPAR growth
in 2025 across categories when compared with 2024, according to the latest Wellness Real
Estate Report by RLA Global, produced in partnership with P and L benchmarking firm HotStats.
Lefay Resorts, the portfolio of two luxury wellness properties in Italy, has added emotional
dance classes and group cold plunge sessions in response to market demand for social
connection.
Aditya Saluja, an industry leader in luxury wellness hospitality, has been
appointed as
commercial director of spa and wellness for the spa management division of
Minor Hotels,
MSpa International.
Preidlhof Luxury DolceVita Resort, a destination resort and spa in Naturno, South Tyrol in Italy,
will reveal a new spa in February 2027, which has been designed by wellness expert and
consultant Patrizia Bortolin.
Virgin Active has officially opened its redesigned Mayfair club, unveiling its latest Social Wellness Club and
signalling a significant evolution of its proposition.
