Domestic leisure travel has seen strong recovery in 2021, even though international travel is still strictly regulated. China’s tourism industry demonstrated particularly strong recovery during the Labour Day Holiday in May, which was the first long holiday since the pandemic began to recede.
Against the backdrop of COVID-19, with self-care reaching new heights, more consumers are seeking more personalised and customised accommodation experiences, which makes luxury hotels very appealing in this regard. With a growing number of affluent Chinese consumers seeking a premium experience, there has been a rise in the popularity of luxury hotels, especially those with resorts and spas.
Marriott International maintained its leading position in luxury hotels in China in 2020, with luxury offerings at Edition, The Ritz-Carlton, W Hotels, etc. Globally, Marriott China experienced the greatest improvement in demand compared with 2020, driven by domestic leisure travel, with business travel and group business travel also improving, while demand in the rest of Asia Pacific is recovering at a much slower pace.
As COVID-19 has been controlled relatively well in mainland China, and fewer and fewer COVID-19 cases have been identified, further relaxations on travel restrictions are expected to benefit the performance of luxury hotels in the forecast period. In 2021, seven five-star-rated hotels with a total of 2,566 guest rooms have opened or are expected to open in Beijing, mainland China, including the Universal Studios Grand Hotel with 800 guest rooms.
The rising demand for premium hospitality experiences in China’s high-tier cities will continue to boost demand for luxury hotels. For example, Hilton remains aggressive in the Chinese market and is increasing its stakes in domestic luxury hotels, especially focusing on high-tier cities such as Shanghai, Beijing and Shenzhen.
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Understand the latest market trends and future growth opportunities for the Luxury Hotels (5-star plus) industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Luxury: includes luxury and upper upscale hotels. Would generally include 5-star hotels and above, but may include some “4.5-Star” outlets, provided that the brands positioning warrants it. The luxury classification is primarily determined by the brand’s positioning and marketing, which will be at the high-end. Brand examples include Marriott, Hilton, Sofitel and InterContinental.
See All of Our DefinitionsThis report originates from Passport, our Luxury Hotels (5-star plus) research and analysis database.
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