A report sheds new light on the big-spending travel habits of China's wealthy millennials, who think nothing of a $500-a-night hotel budget.
The report, released Tuesday by Marriott International and the Hurun Report, studied Generation Y-ers aged between 18 and 36, which included a "growing class of second-generation rich kids," according to Hurun Report's chairman and chief researcher.
Here are the key findings:
$65,000
The annual amount spent on tourism in total per respondents' household.
$34,000
How much Generation Y shell out annually on luxury items while traveling, mainly buying clothes, bags, watches and jewelry.
$500
The average hotel budget per night of vacation.
Every 3-4 months
How often China's young luxury travelers go abroad for leisure.
Europe is the destination of choice
Just over 60 percent of respondents visited the region in the past year, while 65 percent planned to visit in the next three years. Japan, meanwhile, was the most memorable destination of 2015, as well the most visited destination over Chinese New Year 2016.
They want diverse experiences
Adventure travel, polar exploration and road trips are each expected to rise by 25, 52, 38 and 75 percent respectively over the next three years as more Chinese seek new, more challenging activities while abroad.
Timing is everything
More than half of the travelers surveyed were most likely to travel whenever it fitted their schedule, while 36 percent said China's week-long Golden Week, or National Day, holiday was their preferred travel period.
Butlers are big
Of respondents with a household net worth of more than $15.1 million, 42 percent of travelers cited personalized service as their most important consideration when selecting accommodation.
"They seek a tailored guest experience, including a selection of pillows and personalized service through a butler or interactive digital channels," the study said.
Preferred airlines
In terms of frequent flier programs, 51 percent went for Air China, followed by China Southern Airlines and China Eastern Airlines. For international travel, 19 percent veered towards Lufthansa for its diverse selection of European routes and convenient transit.