Singaporeans seek affordable luxury in China’s booming high-end hotel market

High-end hotels are springing up across the nation, taking various shapes from towering urban landmarks to serene retreats nestled in nature.

Take Hilton, for instance, which now operates over 840 hotels across China and Mongolia and is the "fastest-growing international hospitality company" in the region, according to Wendy Huang, senior vice-president and commercial director for Greater China and Mongolia.

Between 2020 and 2024, the hotel chain added over 100 new hotels annually to its portfolio in China. Currently, it owns 17 luxury hotels and plans to double that figure within the next ten years.

Similarly, Marriott International boasts over 600 properties spread across around 140 locations in the country. It operates 70 luxury hotels and has another 40 in development.

The five-star Shanghai Tianmashan Pit Hotel, also known as the Shimao Wonderland Intercontinental Hotel or Shimao Quarry Hotel, is pictured in Shanghai, China, Nov. 13, 2018. Photo by Imaginechina via AFP

The booming luxury hotel scene is helping rekindle interest in China among Singapore travelers, The Straits Times reported.

Searches for flights from the city-state to Lijiang in Yunnan province went up 410% year-on-year in the first half of 2024, according to Skyscanner’s 2025 Travel Trends report.

Hilton’s 2025 Trends Report points to a similar uptick, with China ranking among Singapore-based travelers’ top picks for the previous late December – early January holiday season.

Searches for cities like Shanghai and Guangzhou climbed by 81% and 87%, respectively, during the period, the report said, adding that some 23% of Gen Alpha and Gen Z travelers expressed strong interest in China.

The renewed interest has also translated into more arrivals. An estimated 535,000 travelers from Singapore arrived in the country last year, more than doubled from 260,000 in 2023, according to Oxford Economics.

Though still short of pre-pandemic figures of over a million per year, the surge signals a strong recovery in demand, as reported by the South China Morning Post.

Nitesh Pandey, chief operating officer for Asia Pacific at hotel management firm The Lux Collective, said the number of Singapore tour groups visiting the country surged fivefold between June 2023 and June 2024, with Yunnan–Guizhou–Sichuan proving to be an especially popular route.

"Yunnan is fast becoming one of the most popular destinations for Singaporeans, given its scenic natural beauty and rich local culture, where 25 of China’s 56 minor ethnic groups live in this region," Pandey told travel site TTG Asia.

The major allure of these hotels for Singaporeans is their affordability thanks to a strong exchange rate and stiff competition among the thousands of hotels nationwide.

The Singapore dollar has strengthened against the yuan over the last few years, climbing from 4.61 in December 2021 to 5.55 as of Thursday, making luxury stays more accessible.

A night at Hilton Shanghai City Center in September, for instance, is priced at around S$211 (US$162) – just half the cost at Hilton Osaka in Japan, which goes for about S$408.

"When you compare four- to five-star hotel prices in China with other destinations, you’ll find they are more value-for-money," said Edmund Ong, senior regional director for Southeast Asia at online travel agent Trip.com.

Many Singaporeans who have recently visited China praise its affordable luxury.

Cybersecurity professionals Lionel Wee, 34, and Joanna Lee, 27, spent four nights at the InterContinental Haikou Seaview for S$421 in April.

"It’s very affordable for an upscale hotel, although the price we paid is considered expensive in China," Lee said.

The pair had also stayed at Glenview ITC Plaza Chongqing during a previous trip last October, paying S$700 for six nights.

"I’d like to visit China at least once a year now. It’s become like a Bangkok- or Bali-type of holiday destination for me – relaxed and easy," Wee said.

Similarly, Jordy Cheah, who has visited China seven times over the past year, cited affordability as a major draw, but added that the country’s nature, convenience and local culture are also appealing.

"It has good proximity to mountains and lake, good weather, good tea, fresh produce, slower pace of life, and an oversupply of homestays and hotels, making lodging costs quite low for a larger living space compared to Singapore," the 28-year-old Singaporean tech sales representative said.