DONG Luxury Collection and Dragon Trail International have unveiled the "Luxury Travel Trends in China White Paper," offering an in-depth analysis of the Chinese high-net-worth individual (HNWI) travel market. Released at the DONG Connection Event on 16 April 2026 in Sanya, China, the report is based on surveys of over 200 Chinese HNWIs, luxury travel agents, and hospitality partners.

The white paper highlights that travel is a top spending priority for Chinese HNWIs, with 85% planning to increase their travel expenditure in the coming year. It also notes a strong preference for international travel, with Japan, Singapore, and the Maldives ranking as top destinations. Authentic cultural experiences and personalised travel are highly valued, with 71% of HNWIs seeking unique cultural encounters and 79% prioritising personalised experiences.

Privacy and exclusivity are crucial for these travellers, with 70% emphasising their importance. The report also identifies a growing interest in wellness, with a focus on long-term wellbeing rather than just spa treatments. However, sustainability remains a lower priority, with only 42% of HNWIs prioritising eco-friendly practices.

The report predicts continued growth in China's luxury travel market, with 60% of luxury travel agents expecting moderate growth over the next five years. Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, stated, "This research provides concrete examples and directions for engaging the Chinese luxury market effectively."

The white paper serves as a guide for the travel industry, offering insights into balancing personalisation with privacy and leveraging new technologies to enhance the luxury travel experience

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