AFFLUENT Chinese travellers do not think highly of domestic hotels and airlines, according to a May 2012 report by CAP Strategic Research.
The market research company conducted personal interviews with 300 ‘super-rich’ Chinese consumers (average annual household income of US$136,000) and 330 ‘affluent’ consumers (average annual household income of US$67,000) across Beijing, Shanghai and Guangzhou to find out more about their travel behaviour and attitudes.
Based on the results, CAP deduced that Chinese hotel chains such as Jinjiang and Hanting were perceived poorly on all aspects of brand equity, with no home-grown brands within the top ten – dominated by international chains such as Shangri-La, Hilton, Ritz-Carlton and Sheraton.
In addition, very few Chinese luxury travellers expressed a willingness to recommend local hotel brands to their counterparts.
Domestic carriers fared better than local hotel chains in the report, with Chinese airlines such as China Southern, China Eastern and Air China attaining average brand ratings – lagging behind All Nippon Airways, American Airlines, Emirates and South African Airways, but ahead of Cathay Pacific, British Airways and United Airlines.
Local airlines scored well in terms of awareness and salience, but their brand quality and customer satisfaction received less favourable ratings among the respondents.