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- 30 Jul 2012
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The Most Searched For Luxury Hotel Brands in China


Luxury Society & Digital Luxury Group present another instalment of the World Luxury Index™, the first digital analysis of the luxury hotel market in China

The travel market in China currently represents $232 billion, with a domestic dominance. Research by Boston Consulting Group suggests that China will surpass Japan as the second‑largest travel and tourism market in the world by 2013.

In 2011, 2.6 billion total trips were taken by Chinese, of which 70 million were to international locations. Rising disposable income and abolition of travel restrictions inside the country has led to a take off in domestic tourism. Relaxation of visa restrictions fuels growth for travel abroad. Visa processing for the USA grew by 46% from Oct 2011 to Mar 2012 compared to same period in 2010-2011.

Digital Luxury Group and Luxury Society are proud to announce the launch of the World Luxury Index™ China Hotels, in a first-time partnership with Luxury Concierge China. Unveiling for the first time, a ranking and analysis of the most searched-for luxury hotel brands specifically in China, based on the unbiased search inputs coming from Google and Baidu.

Our research examines over 65 brands, through 170 million+ searches, from 75 domestic and international locations.


A Preference for Sheraton

The most searched for hotel by Chinese travellers is Sheraton, capturing 13.58% of total luxury hotel searches. This is perhaps unsurprising as Sheraton was the first western hotel brand to operate in China when it launched in 1985.

The brand currently has plans to open 12 new hotels across China in 2012, with plans to raise its Chinese portfolio to 80 properties by 2015.

A look at the searches for Sheraton from the beginning of 2012 show a significant increase starting mid-January and continuing until mid-February. This is most likely an effect of the Chinese New Year, a popular time for travel. Top destinations during this period were Shanghai, Beijing, Dameisha & Chongqing.


Sheraton’s Dameisha Resort, Shenzhen

Domestically, Shanghai

After the nation’s biggest economic hubs, Shanghai (#1) and Beijing (#2), cities Chongqing and Tianjin are most
searched. These locales act as primary gateways to western and northern China, respectively.

Hangzhou, known as “the Switzerland of China” beckons with lakes, mountains, and beautiful countryside (with tea plantations instead of vineyards). Leisure holidays to Sanya, Dameisha and Dalian are very popular due to their weather, nature and cuisine.


Most searched for hotel brands by International location

Internationally, Hong Kong

Proximity, no language barrier and regular and direct flights make business and shopping hubs Hong Kong and Singapore top locations for Chinese travellers.

Interest in travel to New York surges as China is set to become the largest inbound tourist market to the U.S. Dubai has become the most popular destination in the Middle East, as a stable and shopping–oriented city, benefiting from the “approved destination” status given by Chinese authorities in 2009.

The World Luxury Index is an on-going international ranking and analysis of the most searched-for brands within the luxury industry, covering over 400 brands within six key segments, launched in partnership between Digital Luxury Group & Luxury Society. Please see previous editions below:

- The Most Searched For Handbag Brands in the World
- The Top 50 Most-Searched for Luxury Brands in Russia
- The Top 50 Most-Searched for Luxury Brands in China

The full report is available online at: More detailed data and analysis on a particular segment or brand is available upon request.

For any further enquiries regarding the index or research, please contact Tamar Koifman of Digital Luxury Group,


Digital Luxury Group is the first international company dedicated exclusively to the design and implementation of digital communication strategies for luxury brands, with offices in New York, Geneva and Shanghai.

Luxury Society is the world’s most influential online community of top luxury executives. Based in Paris, with members in more than 150 countries, Luxury Society informs and connects CEOs, managers, journalists, consultants, designers and analysts from across the luxury industry.

Luxury Concierge China is a travel service & consultancy based in Shanghai with affiliates in Hangzhou, Suzhou, Beijing, and Hong Kong. LCC specialises in providing bespoke experiences & concierge services to affluent travelers.