China has become the world’s fastest growing travel market since the economic boom, outnumbering the US and Germany in outbound tourists. By 2030, China is expected to surpass the US as the world’s largest domestic travel market.
L2’s Insight Report: Prestige Hotels |China finds that hotels are gearing up to take advantage of this opportunity. Prestige hotels have invested in Chinese more than in any other language, and now more than 2/3 of brands in L2’s Digital IQ Index: Prestige Hotels maintain a Chinese site. Additionally, 32% have gone further to implement custom user interfaces at the country site level.
Even though digital can level the playing field for by enabling travelers to consider independent hotels, investments are heavily skewed toward chains. The study finds that 83% of chain-owned brands have invested in Chinese sites vs. half of independent brands.