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Chinese become world’s biggest travel spenders

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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.

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Football legends receive FIFA World Cup 2026 match balls signed by President Muizzu

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Male’ Aerated Water Company (MAWC), the authorised bottler of The Coca-Cola Company in the Maldives, on Thursday hosted the Official FIFA World Cup 2026™ Match Ball Handover Ceremony, presenting Football Legends of Maldives with official FIFA World Cup 2026™ match balls signed personally by Dr Mohamed Muizzu, President of Maldives.

Held in partnership with the Ministry of Youth Empowerment, Sports and Fitness, the ceremony recognised former national footballers whose achievements, service and influence have helped shape football in the Maldives and inspired generations of players and supporters.

The Coca-Cola Company has been an official partner of FIFA since 1974, making it one of the longest-standing partnerships in the global sport. For MAWC, the handover brought that global partnership to life locally by connecting the FIFA World Cup with people who have contributed to Maldivian football history.

As the sole authorised Coca-Cola bottler in the Maldives for over 35 years, MAWC has supported local sport through partnerships, campaigns and community initiatives. The ceremony continued that commitment by recognising the legacy of players who represented the Maldives and contributed to the growth of football in the country.

“Maldives’ football legends have given generations of supporters moments of pride and have played an important role in shaping the country’s sporting history. At MAWC, we believe recognising their contribution is as important as supporting the next generation. Through our partnership with Coca-Cola and FIFA, and in collaboration with the Ministry of Youth Empowerment, Sports and Fitness, we are honoured to celebrate their legacy. These match balls are a token of our appreciation for what they have given to Maldivian football,” said Milind Derasari, Chief Operating Officer, MAWC.

Adding to the excitement of the football season, MAWC ran a nationwide FIFA World Cup 2026™ consumer promotion from 21 March to 24 May 2026. Eight winners received an all-expenses-paid experience for two to attend a FIFA World Cup 2026™ match. Hundreds more won Coca-Cola branded merchandise and other prizes during the campaign, bringing the excitement of the world’s largest football tournament to consumers across the Maldives.

MAWC remains committed to building partnerships that support the development of sports across the Maldives, working with the Government of Maldives and other partners.

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Avani+ Fares Maldives introduces poolside reads under global book club programme

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Avani Hotels & Resorts has launched Avani Book Club, a global initiative designed to help travellers connect with destinations through books, local stories and shared reading experiences.

The programme is being introduced at selected Avani hotels and resorts worldwide, including Avani+ Fares Maldives Resort in Baa Atoll. It combines curated reading lists with book corners, book swaps, author-led events, children’s storytelling and destination-inspired food and beverage experiences.

Avani said the initiative was developed for travellers seeking slower and more meaningful ways to spend their time while away. It also responds to the growth of online reading communities such as BookTok and Bookstagram, which have influenced how readers discover books and incorporate literature into their travel experiences.

At the centre of Avani Book Club is a global list of 30 titles selected for 15 properties across Asia, Australia, Europe, the Middle East, Africa and the Indian Ocean. Each title has been chosen to reflect the culture, character or atmosphere of its destination.

At Avani+ Fares Maldives, guests can read Folk Tales of the Maldives, a collection linked to the country’s storytelling traditions. A mobile book buggy will offer poolside reading material, while wellness-focused titles will be available at the resort’s spa.

Other destination-based selections include Pitchaya Sudbanthad’s Bangkok Wakes to Rain at Avani+ Riverside Bangkok Hotel and Jessie Burton’s The Miniaturist at Avani Museum Quarter Amsterdam.

Avani Rio Novo Venice Hotel will feature Kacie Rose’s You Deserve Good Gelato, which explores food, travel and personal reinvention. Rose is also scheduled to participate in an Avani Book Club event and book signing in Venice during the European summer.

At Avani+ Barbarons Seychelles, the collection includes Katherine May’s Wintering, while Avani Victoria Falls Resort will feature Namwali Serpell’s The Old Drift, a novel tracing Zambia’s history across several generations. Australian titles in the programme include The Rosie Project and Big Little Lies.

Participating properties will complement the global reading list with locally developed activities and partnerships.

Avani Alonso Martínez Madrid Hotel regularly hosts local book clubs, while Avani Museum Quarter Amsterdam plans to hold a Book Swap and Reading Night during WorldPride in partnership with The Swap Club. The event will bring together guests and residents for readings, poetry and discussions centred on LGBTQ+ stories.

In Thailand, Avani Ratchada Bangkok Hotel will introduce “Sip the Story”, pairing books about the country with themed coffees, matchas and cocktails. Avani Ao Nang Cliff Krabi Resort will offer a story-inspired afternoon tea by the pool, with menus developed around selected titles.

Avani+ Koh Lanta Krabi Resort will focus on younger guests through stories about Gok and Gek, a pair of hornbills living at the property. Children can follow their story through the Hornbill Heroes activity booklet and When Gok Met Gek, a bedtime story illustrated by a Thai artist.

Avani Book Club is now available at participating Avani properties, with hotel-led events and activities scheduled to be introduced throughout the year.

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Awards

Anantara Kihavah, Niyama recognised in Travel + Leisure reader awards

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Minor Hotels’ properties in the Maldives have received seven accolades in the Travel + Leisure Luxury Awards Asia Pacific, with Anantara Kihavah Maldives Villas recognised in five categories and Niyama Private Islands Maldives securing two awards.

Anantara Kihavah Maldives Villas was ranked third among the Maldives’ Best Resorts and second in the Best House Reefs category. The resort also placed fourth in the Most Outrageous Villas, Best Resort Pools and Best Resort Spas categories.

Located in Baa Atoll, Anantara Kihavah is known for its private pool villas, surrounding reef and underwater restaurant. Anantara Spa at the resort was ranked fourth among the country’s resort spas.

Niyama Private Islands Maldives was recognised for The Crescent, its private island compound, which placed third in the Most Outrageous Villas category. Drift Spa at Niyama was ranked sixth among the Best Resort Spas in the Maldives.

The Crescent consists of a collection of villas located on a private section of the resort and is designed for families and groups travelling together. Drift Spa is situated within Niyama’s tropical surroundings and offers treatment rooms, relaxation spaces and wellness experiences.

The Maldives accolades contributed to a record 31 awards received by Minor Hotels across the Asia-Pacific region, compared with 26 in the previous year.

The group’s flagship luxury brand, Anantara Hotels & Resorts, was also named the region’s number-one Favourite Hotel Brand of the Year.

“The T+L readers have spoken and, with a record 31 awards, Minor Hotels stands among the region’s most celebrated hospitality groups,” said Nicholas Smith, Vice President Operations – Asia at Minor Hotels.

“I am particularly proud of Anantara being named the region’s favourite brand, and of our teams in Laos and Thailand for securing their number-one positions. These results reaffirm that our focus on innovation and on creating standout guest experiences continues to resonate with travellers.”

Elsewhere in the region, Avani+ Luang Prabang in Laos was named the Best Hotel, while its general manager, Max Chin, was ranked first in the Best General Managers category.

Anantara Chiang Mai Resort was voted Thailand’s Best Upcountry Hotel, while other Minor Hotels properties in Thailand, Vietnam, Cambodia, Indonesia and Malaysia were recognised across resort, city hotel, spa and pool categories.

Minor Hotels’ travel experiences also featured in the awards, with Mekong Kingdoms and Loy Pela Voyages ranked second and fourth, respectively, among the region’s Best River Cruises.

GHA DISCOVERY, the loyalty programme of the Global Hotel Alliance, was named the number-one Hotel Loyalty Programme. Minor Hotels participates in the programme through Minor DISCOVERY.

The Travel + Leisure Luxury Awards Asia Pacific are determined through a readers’ survey, with travellers voting across categories covering hotels, resorts, villas, spas, pools, cruises and loyalty programmes.

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