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Chinese become world’s biggest travel spenders
The second annual Chinese International Travel Monitor reveals significant insights into the changing behaviours of Chinese travellers and how the global hotel industry is adapting.
Surveying more than 3,000 Chinese international travelers and more than 1,500 hoteliers around the world, the Hotels.com report found 75 per cent of hoteliers globally say Chinese travellers now account for up to five per cent of their business and 45 per cent say they have experienced an increase in Chinese guests over last year, with the greatest increases coming in APAC (61 per cent). Hoteliers see China as a positive growth market over the next three years with one in 10 expecting to see an increase of more than 50 per cent and almost half (47 per cent) anticipating an 11-50 per cent rise.
According to the Hotels.com report the majority of overseas Chinese travel (96 per cent) has been for leisure purposes, while just over half (52 per cent) have also visited other countries for business or education.
In a growing trend, nearly two thirds (62 per cent) of Chinese travellers say they prefer to travel independently and not as part of a group. This development has been confirmed by the hoteliers surveyed, who say 70 per cent of Chinese guests now travel independently, compared with a much more even split in 2012.
United Nations World Travel Organisation reflected that Chinese travellers spending US$102 billion on international travel in 2012, an increase of over 40% on 2011*
Johan Svanstrom, Managing Director of Hotels.com Asia Pacific, said, “The 2013 Chinese International Travel Monitor (CITM) shows the move to independent travel identified in the CITM last year is now preferred by the majority of Chinese travellers. While in-roads have been made in this area, governments will have to take this into account when organising their visa application infrastructure and processes.
In addition, the CITM highlights areas for continued improvement for accommodation providers. The ability to accept Chinese payment methods is seen as the single most important offering from hotels and over a quarter (26 per cent) of Chinese travellers feel this is a key area for improvement.
Three quarters (75 per cent) of Chinese travellers say hoteliers need to improve the provision of translated items, such as welcome literature, websites, TV programmes and newspapers, while almost half (42 per cent) say that they would like more Mandarin speaking staff in hotels.
Highlighting a disconnect between the desires of Chinese travellers and provisions made by hoteliers, a quarter (25 per cent) of hoteliers say they offer cultural awareness training to staff but only one in ten (11 per cent) offer welcome materials in Mandarin. Additionally, globally, just over half (56 per cent) of hotels have invested less than $10,000** in developing programmes and products specifically catering to Chinese guests over the past 12 months.
When it comes to researching and booking travel, personal recommendation plays an increasingly vital role, with almost a third (30 per cent) of Chinese travellers saying they rely on advice from family and friends, followed by online travel booking and review sites.
More than a quarter of Chinese travellers (27 per cent) use social media to help them make decisions on holiday destinations, with this figure rising to 33 per cent among younger travellers under 35.
“These insights highlight the need for hoteliers to adapt their marketing strategies, with a particular focus on online and social media channels, to attract Chinese travellers. While the CITM shows hoteliers are making positive steps towards catering to an increasingly mobile and savvy Chinese travel market, it also shows the need for the global hotel industry to adapt facilities and services to more extensively cater to the world’s largest market of travellers.
“In addition, programmes being implemented by many governments and tourism authorities to attract and facilitate for Chinese travellers are a positive step in the right direction, but the pace of growth in the volume of Chinese travellers appears to be outstripping the pace of change in the hotel industry,” Svanstrom concluded.
Milaidhoo Maldives has announced that it has been awarded the 2026 VERIFIED™ Responsible Hospitality badge with Forbes Travel Guide, a recognition that celebrates hotels and resorts committed to making a meaningful, measurable difference through responsible tourism.
For an island with just 50 villas nestled within the breathtaking UNESCO Biosphere Reserve of Baa Atoll, this recognition is especially significant. It reflects a philosophy that has always been at the heart of Milaidhoo: that the most memorable luxury experiences are created by caring deeply, for guests, for people, for culture and for the extraordinary natural environment that surrounds the private boutique island.
From protecting the thriving coral reefs and supporting local communities to showcasing authentic Maldivian traditions through cuisine, storytelling and personalised experiences, responsibility has never been a separate initiative at Milaidhoo. It is simply the way hospitality is practiced every single day.
“We have always believed that luxury should leave guests inspired, not destinations compromised,” said the General Manager of Milaidhoo Maldives, Paul van Frank. “Receiving the VERIFIED™ Responsible Hospitality badge with Forbes Travel Guide is a wonderful recognition of the passion our team, the Milaidhoo Family, brings to every experience and every decision. We are proud that our small island continues to prove that thoughtful hospitality can create a lasting positive impact.”
Milaidhoo has never aspired to be the biggest resort in the Maldives. Instead, it has quietly earned a reputation as one of its most cherished boutique escapes, where every guest is known by name, every experience is thoughtfully crafted to create the unique Milaidhoo Moments and every stay reflects the warmth of genuine Maldivian hospitality.
As travellers increasingly seek destinations that combine exceptional service with authentic purpose, Milaidhoo continues to demonstrate that luxury and responsibility are not competing ideals, they are inseparable.
This latest recognition is more than another accolade. It is a celebration of the people behind the island, the community that inspires it and a vision of hospitality where every thoughtful choice contributes to a more sustainable future.
Sometimes, the smallest islands make the biggest impression.
Crown & Champa Resorts (CCR) has announced that numerous properties within its portfolio have been recognised in the Tripadvisor® Travellers’ Choice Awards 2026, reinforcing the resort collection’s reputation for delivering exceptional holiday experiences in the Maldives.
Based on genuine guest reviews and ratings collected over a 12-month period, Tripadvisor’s Travellers’ Choice Awards recognise hospitality businesses that consistently receive outstanding feedback from travellers worldwide. The awards recognise the resorts among the highest-rated accommodations.
Jawakara Islands Maldives Earns ‘Best of the Best’ Recognition
Among CCR’s award-winning resorts, Jawakara Islands Maldives received Tripadvisor’s prestigious ‘Best of the Best’ distinction for 2026, placing it among the top 1% of hotels worldwide. The resort was also ranked #21 among Asia’s top hotels.
Featuring two islands connected by a bridge across a turquoise lagoon, Jawakara Islands Maldives combines contemporary luxury with authentic Maldivian charm, offering guests a unique island experience.
The ‘Best of the Best’ accolade is Tripadvisor’s highest recognition, awarded to a select group of properties that consistently receive exceptional guest feedback and maintain outstanding traveller satisfaction throughout the year.
Travellers’ Choice Awards 2026 – Top 10% Worldwide
The following CCR resorts were recognised among the top 10% of hotels globally in the Tripadvisor Travellers’ Choice Awards 2026:
- Kudadoo Maldives Private Island – An exclusive fully solar-powered private island featuring 15 overwater residences and its signature fully inclusive “Anything. Anywhere. Anytime.” luxury concept.
- Hurawalhi Island Resort – Home to the iconic all-glass 5.8 Undersea Restaurant and offering an adults-only retreat with exceptional dining and ocean experiences.
- Kagi Maldives Resort & Spa – A wellness-focused resort featuring all-pool villas, holistic spa experiences, and a vibrant house reef.
- Veligandu Maldives Resort Island – Renowned for its iconic sandbank, natural beauty, diverse culinary offerings, and memorable marine adventures.
- Komandoo Island Resort & Spa – Truly adults-only (aged +18) island retreat known for its romantic atmosphere, vibrant house reef, and exceptional diving experiences.
- Meeru Maldives Resort Island – One of the Maldives’ most popular resorts, offering a blend of family-friendly and adults-focused experiences, extensive dining options, and expansive beaches.
- Vilamendhoo Island Resort & Spa – A top diving and snorkelling destination located within a whale shark hotspot and offering both adults-only and family-friendly accommodation options.
“These recognitions reflect the dedication and passion of our champions across the resorts. Every day, they work tirelessly to create memorable experiences for our guests, and these awards are a testament to their commitment to genuine Maldivian hospitality. We are grateful to our guests for their trust and valuable feedback, which continues to inspire us to deliver exceptional holiday experiences,” said Mohamed Solah, CEO, Crown & Champa Resorts.
Madifushi Private Island has been internationally recognised as the Best Elegant Private Island in the Maldives at the prestigious Fashion Travel Awards 2026, organised by Fashion TV Russia, one of the world’s leading media platforms dedicated to fashion, luxury, and lifestyle.
The second edition of the Fashion Travel Awards took place on May 2026 in Moscow, aboard the luxurious Radisson Royal Flotilla. The exclusive gala welcomed over 150 distinguished guests, including tourism leaders, celebrities, influencers, media representatives, and renowned international travellers. The event celebrated excellence across the global travel and hospitality industry, recognising outstanding hotels, resorts, destinations, and tourism professionals.
As an official partner of the event, Madifushi Private Island was proudly presented on stage to an international audience before being announced as the recipient of the Best Elegant Private Island in the Maldives award. The recognition reflects the resort’s commitment to delivering refined luxury, personalised service, and unforgettable guest experiences in one of the world’s most sought-after island destinations.
Speaking on the achievement, Mohamed Hilmy, General Manager of Madifushi Private Island, said: “Receiving this recognition from the Fashion Travel Awards is particularly meaningful as it celebrates not only hospitality, but also elegance, sophistication, and the overall guest experience. Being named the Best Elegant Private Island in the Maldives is a wonderful reflection of the refined character we have carefully built at Madifushi Private Island. It inspires us to continue pushing boundaries, creating distinctive experiences, and introducing even more unique concepts that surprise and delight our guests.”
During the event, representatives of Madifushi Private Island also participated in an exclusive interview with Fashion TV, providing an opportunity to showcase the resort and the Maldives to a global audience. The interview will be broadcast throughout the year across the Fashion TV network and displayed at its partner venues, including luxury restaurants, fitness clubs, yacht clubs, and concert halls. The event will also receive continued coverage through international magazines and online media platforms.
This latest accolade further strengthens Madifushi Private Island’s growing international reputation as a destination that seamlessly combines elegance, privacy, authentic Maldivian hospitality, and bespoke luxury experiences.
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