ABSTRACT
This conceptual book chapter is looking into new trends in Chinese outbound tourism and the consequences for the international hospitality industry. China is the biggest outbound tourism market and will continue to grow. Chinese tourists were used to travel in groups; however, the trend is strongly leaning towards individual travel. The new generation of Chinese outbound tourists is affluent and travel savvy. Travelers are seeking more local and authentic experiences abroad. Together with traveling with family and in small groups, Chinese outbound tourists are getting used to non-traditional hospitality formulas because those suppliers offer more flexibility than traditional hotels. For the future, a co-branding between hospitality and luxury fashion or lifestyle brands will be of rising importance as well as resonating social media marketing in the relevant Chinese online media eco-system.
