Chinese appetite for luxury grows

Nicole Mezzasalma

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A Nielsen report claims that Chinese travellers spend an average $900 on branded luxury goods when travelling overseas

The latest issue of the Nielsen China Outbound Travel Monitor, conducted in partnership with the Pacific Asia Travel Association (PATA), has revealed that nearly half of all Chinese international travellers purchase branded luxury goods when travelling abroad. Passengers from China spend an average of $900 on such products during their overseas trips, the report reveals, with close to two-thirds buying fragrances and cosmetics, the most popular category followed by fashion and leathergoods, souvenirs and confectionery.

The research also said that three-quarters of Chinese travellers prefer to purchase luxury goods internationally because of lower prices, while nearly 60% claim authenticity is the main driver for purchases. More choices and a better assortment was the third most common reason for buying luxury goods abroad, the survey revealed.

Meanwhile, a quantitative survey with 10,000 travellers at 38 leading airports around the world by research company m1nd-set—the results of which were unveiled exclusively at the DFNI Scandinavian Conference in Copenhagen on November 9-11—revealed that Chinese passengers are the third-best customers in airport duty-free stores, with nearly 50% buying duty-free goods and spending on average $96. The Russians are the biggest spenders ($106), followed by travellers from the UAE ($102).