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Chinese millennials are chasing experiences The face of Chinese travel will change as millennials become the primary group of international travelers from the Middle Kingdom. Chinese millennials are eschewing the shopping-focused trips that their parents take and instead are embarking on longer trips focused on cultural, historical, and natural attractions. Unlike their parents, who notoriously spend vast sums on shopping and luxury items but scrimp on accommodations and dining, millennials tend to prefer more balanced trips that provide a full experience, staying at nicer hotels and spending more money on sightseeing, spas, restaurants, and nightlife. Their trips tend to be longer than their parents’ vacations, and are typically planned individually, rather than booked through tour packages.