Chinese tourists have been embracing a new kind of travel in recent years. Not only are they venturing out independently, but over 75% of holidaymakers’ trips are within the mainland. And as demand for domestic travel increases, luxury hotels are winning big with families.

Renowned for an insatiable appetite for luxury, within ten years China will account for 50% of global luxury purchases. But as discretion becomes the mark of distinction, who are these luxury consumers, how are their tastes evolving and what compels them to part with their cash?

Chinese tourists are expected to make over 200 million trips by 2020; three times more than tourists from the US. But how are Chinese tastes affecting the world’s most expensive hotel rooms? What can hotels do to make these tourists feel welcome on their first trips abroad?

Putting old clichés to rest, Chinese tourists now are embracing independent travel – with 62% saying they’d sooner leave tour groups behind. But how is Qunar, China’s most popular travel site, helping these more adventurous travellers work out where they’d like to visit?