China’s Airport Spending Boom: A Sign of Shifting Luxury Trends
Chinese travellers are now the biggest spenders at Asian airports, outpacing shoppers from India and Saudi Arabia, according to a recent study by Airports Council International (ACI). This surge in spending isn’t just a recovery from the pandemic. it represents a significant shift in the luxury retail landscape.
The Post-Pandemic Rebound and Luxury Goods
Passengers from China are spending twice the regional average on luxury goods, driving the recovery of airport retail across Asia and the Middle East. ACI data reveals that China’s travellers logged the “highest spend per passenger of any nationality” in the period following COVID-19 restrictions. Interestingly, this recovery in spending is happening at a faster rate than the increase in passenger numbers.
Beyond Luxury: A Diversified Shopping Basket
While luxury goods are a key driver, Chinese travellers aren’t solely focused on high-end purchases. Their shopping habits are remarkably diverse. Approximately 27% prefer confectionary goods – often purchased as gifts – followed by local products (17%) and luxury items (12%). Stefano Baronci, Director General of ACI Asia-Pacific and Middle East, notes that Chinese travellers display “one of the most diversified retail baskets” observed in their research.
The Strength of China’s Outbound Travel Market
The trend is directly linked to the strong rebound of China’s outbound travel market. Estimated at US$140 billion in 2024, this market is projected to reach US$386 billion by 2033, according to HSBC reports. This growth is occurring even as other sectors of the Chinese economy experience slower growth.
Implications for Airports and Retailers
The increasing spending power of Chinese travellers has significant implications for airports and retailers. Airports are increasingly focused on catering to these shoppers, expanding their luxury offerings and diversifying their product range to include popular gift items like confectionary and local specialties.
Guangzhou Airport Leads the Way in Customer Experience
Recognizing the importance of the Chinese market, Guangzhou Baiyun International Airport has been selected to host the 2025 ACI World Customer Experience Summit & Exhibition. This reflects a broader trend of collaboration between ACI and Chinese airports to enhance customer service and operational excellence. A Memorandum of Understanding (MoU) between ACI World, ACI Asia-Pacific & Middle East, and the China Civil Airports Association (CCAA) aims to strengthen cooperation in areas like customer experience, training, and decarbonization.
Future Trends and Considerations
While overseas spending remains significant, there’s a growing trend of Chinese travellers making luxury purchases within China. This shift could impact airport retail strategies in the long term.
FAQ
Q: What are Chinese travellers buying at airports?
A: They are buying a diverse range of products, including confectionary (gifts), local products, and luxury goods.
Q: Is airport spending by Chinese travellers increasing?
A: Yes, We see increasing significantly and is driving the recovery of airport retail in Asia.
Q: What is ACI doing to support Chinese airports?
A: ACI has signed an MoU with the CCAA to strengthen cooperation in areas like customer experience, training, and sustainability.
Q: What is the projected value of China’s outbound travel market?
A: It is projected to reach US$386 billion by 2033.
Did you know? Chinese travellers are the biggest airport spenders in Asia, exceeding those from India and Saudi Arabia.
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