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?

“They know only how to show off their wealth, but don’t know how to create wealth.” This is how China’s United Front Work Department describes one of modern China’s biggest irritants – the fuerdai. These second-generation rich kids are causing nationwide embarrassment in an age of austerity.

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?

Snow-capped mountain peaks, breath-taking views and winter sports have become cornerstones of the luxury holiday market, but China has yet to catch on. Ski resorts across the globe are vying for the affections of Chinese globe-trotters and attempting to change their perspective.