How AI is rewiring Chinese luxury travel

What happened China’s luxury travel industry is betting that artificial intelligence will make high-end journeys feel more human, not less. That was the message from the ninth Dong Connection event, which ended this week in Sanya at The Sanya Edition. The B2B networking platform, launched in 2018, has become one of China’s most influential luxury-travel trade gatherings. This year it drew 750 executives, buyers and tourism officials, including representatives from 360 luxury hotel groups, 40 countries and 127 overseas cities. More than 255 elite buyers from 229 travel agencies across 30 Chinese cities attended. Its theme, “Future Journey, Human Moments,” captured a shift reshaping the market. AI is moving from back-office tool to front-line concierge, helping brands tailor itineraries, anticipate preferences and remove friction from booking, check-in and in-destination service. Yet the goal is ultimately to free staff to deliver what affluent travelers value most, from empathy to high-value experience. Why China’s luxury travel leaders say AI must serve emotion, not replace it That focus aligns with broader shifts in Chinese outbound demand. Even as geopolitical tensions and safety concerns temper travel intent, Chinese consumers remain resilient. They are taking longer trips, spending more on experiences and relying on social platforms for inspiration and planning. Wellness, in particular, has become a core motivation, with relaxation now ranking among the top reasons to travel abroad. For luxury brands, winning China’s next generation of travelers will require more than digital efficiency. It will necessitate a handle on predictive technology, localized service and emotional intelligence. In luxury travel for the Chinese market, AI will have a goal of driving human connection. The Jing Take China’s luxury travel market is entering a more nuanced phase — one defined by selective, experience-led spending. The key takeaway from the ninth Dong Connection in Sanya is that AI will amplify relationships, and experiences. For Chinese high-net-worth travelers, technology is increasingly expected to anticipate needs, streamline logistics, and personalize every touchpoint. But emotional resonance remains the ultimate luxury. Chinese outbound travelers prioritize safety That shift comes at a critical moment. Dragon Trail International’s April 2026 Chinese Traveler Sentiment Report shows outbound intent remains resilient at 72 percent, despite geopolitical volatility. Safety has overtaken all other considerations, with 85 percent of travelers citing international security as a major influence on destination choice. Xiaohongshu (also known as RedNote) remains the top source of outbound travel information, chosen by 53 percent of respondents in the company survey, followed by Douyin at 48 percent. These trends are showing up on the ground. Thailand is rebounding strongly as perceptions improve, while Japan and the Middle East have lost ground amid safety concerns. Luxury travelers are spending more on experiences than ever Caution is not translating into retrenchment, though. Rather, Chinese travelers are becoming more intentional. The Dragon Tail report found that nearly half of May Day outbound travelers plan to extend their holiday, signaling a preference for longer, higher-value trips over frequent short breaks. Regional destinations such as South Korea, Macau, Thailand, and Hong Kong stand to benefit from this recalibration. Most significant for luxury brands is where travelers are choosing to spend. The data shows that more than half plan to increase spending on experiences, while nearly half will spend more on dining. Wellness is emerging as a growth category, with spa, hot spring, and nature-based experiences in high demand. Eighty-four percent of survey respondents said they were willing to pay more for wellness experiences or services during outbound travel. Importantly, these are not merely add-ons; they are increasingly central to travel decision-making. For luxury travel brands, the opportunity lies at the intersection of precision and emotion: AI-enabled personalization, localized storytelling, and wellness-led programming. In 2026, Chinese luxury travelers are investing in restoration, meaning, and memorable human moments. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

How AI is rewiring Chinese luxury travel

How Bottega Veneta weaved China’s forever it bag

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How AI is rewiring Chinese luxury travel

How Bottega Veneta weaved China’s forever it bag