中國年輕高端旅遊者青睞日本和法國

France and Japan are the most popular global destinations for affluent Chinese millennials who value cultural sophistication and high-end shopping, according to a report on luxury travel.

根據一份有關奢華旅遊的報告，法國和日本是中國富有的千禧一代最嚮往的全球目的地，他們重視文化品位和高端消費。

Chinese tourists spent more than $215bn on foreign travel in 2015 — 53 per cent more than the previous year — becoming the world’s largest outbound tourist group, according to the International Tourism Organization.

根據國際旅遊組織(International Tourism Organization)的數據，去年，中國遊客的海外旅遊消費超過2150億美元，比前一年增長53%，成爲全球最大出境遊市場。

According to the report on affluent Chinese travellers born after 1980, the Hurun Report, which publishes the annual Hurun China Rich List, found that foodies ranked Japan highest, while France was viewed as a “shopping paradise”. Australia was the third most popular foreign destination.

根據這份有關中國富有的千禧一代旅遊者的報告，每年發佈《胡潤百富榜》(Hurun China Rich List)的《胡潤百富》(Hurun Report)發現，日本的美食最受青睞，而法國被視爲“購物天堂”。澳大利亞是第三個最受歡迎的境外目的地。

The report is based on a survey of 525 young luxury travellers, defined as those who spend over Rmb200,000 ($30,400) annually on travel and tourism. More than half are second generation of a wealthy family or heirs to a family business.

這份報告基於對525名年輕高端旅遊者的調查，這部分人羣每年的旅遊花費超過20萬元人民幣（合3.04萬美元）。超過一半爲“富二代”或家族企業繼承人。

“I often use the word ‘picky’, but one could also say ‘spoiled’,” said Rupert Hoogewerf, publisher of the Hurun Report.

《胡潤百富》出版人胡潤(Rupert Hoogewerf)表示：“我經常使用‘挑剔’這個詞，但人們也可以說‘寵壞’。”

Survey respondents spend an average of $64,000 on travel per houseHold, of which retail accounted for $33,000. Clothing, bags, watches and jewellery are the most popular items. Their average hotel budget is $470 per night. Local specialities, electronics and alcohol were less sought after.

調查受訪者平均家庭旅遊支出爲6.4萬美元，其中零售支出佔3.3萬美元。服裝、手袋、名錶和珠寶最受歡迎。他們的平均酒店預算爲每晚470美元。他們對地方特產、電子產品和酒類的興趣則不那麼濃厚。

The Chinese international travel boom has so far largely escaped the impact of the Communist party’s anti-corruption campaign, but luxury goods producers have felt the impact through slowing sales.

中國的海外旅遊熱潮迄今基本上未受到中國共產黨反腐運動的影響，但奢侈品製造商感受到了銷售放緩的影響。

Wealthy young Chinese travellers want to receive travel information through WeChat, the popular mobile messaging app run by Tencent Holdings, and prefer internet-based concierge services from hotels over picking up the phone. In fact, WeChat dominates overall mobile phone usage for this cohort, ranking ahead of viewing photos and videos, browsing, email and shopping.

中國的年輕富有旅遊者希望通過微信(WeChat)獲取旅遊信息，他們青睞在網上預訂酒店的禮賓服務，而不是打電話。微信是由騰訊控股(Tencent Holdings)經營的頗受歡迎的移動信息應用。實際上，微信是這部分人羣使用手機的主要用途，列在查看圖片和視頻、瀏覽網頁、電郵和購物之前。

“It’s the combination of digital with personalisation. Travellers want butler-level service, but facilitated by a digital experience,” said Peggy Fang Roe, chief sales and marketing officer for Asia Pacific at Marriott International, which sponsored the report.

萬豪國際(Marriott International)亞太地區首席市場銷售和營銷官若方國瑜(Peggy Fang Roe)表示：“這是數字與個性的結合。旅遊者希望獲得管家級別的服務，但通過數字方式獲得這種體驗。”萬豪國際是這份報告的贊助商。

Marriott began accepting Alipay, the mobile payment service run by Alibaba Group’s financial affiliate, in its China hotels and some international locations this year. The company will open a Bulgari-branded hotel in Shanghai in 2017, adding to its existing portfolio of 91 China properties, including 21 in the luxury category.

萬豪今年開始在其中國酒店以及位於一些國際性城市的酒店接受支付寶(Alipay)付款。支付寶是由阿里巴巴集團(Alibaba Group)的金融子公司運營的移動支付服務。萬豪將於2017年在上海開設一家寶格麗(Bulgari)品牌的酒店，目前該集團在中國擁有91家物業，包括21家豪華酒店。