Episode 33: The Real Top Spenders Shaping Europe’s Luxury Tourism in 2026 — Indispensable Insights Every Leader Needs
Highlights from my fully booked 2 October ETOA webinar with Tom Jenkins, CEO of ETOA — now available as a special podcast series
This episode features the first part of my fully booked ETOA webinar,
“Crack the Luxury Tourism Code 2026 – Learnings from 2025 for your success in 2026,” held on the 2nd of October 2025 and moderated by Tom Jenkins, CEO of ETOA.
With 500 signups and more than 200 participants live, the webinar underscored a crucial question European luxury tourism leaders are asking:
Who are the real top spenders shaping Europe’s luxury tourism industry for 2026?
In Part 1 of this podcast mini-series, I share the essential insights from the webinar, including:
1. The most lucrative luxury traveller segment in 2025
Which audience outperformed US and Gulf travellers — and why this matters now.
2. What these travellers actually spend on
Clear insights into spending patterns across hospitality, retail, culture, and premium experiences.
3. What this means for your 2026 planning
How this shift impacts boutique hotels, retailers, DMCs, and high-quality tourism businesses.
4. The strategic implications for European luxury tourism leaders preparing for next season
Why this segment must be part of your 2026 focus — and what is at stake if it’s not.
This episode offers the clarity every luxury tourism leader needs as you finalise your strategic priorities for the year ahead.
RESOURCES MENTIONED IN THIS EPISODE:
1) FREE 2025 EDITION: THE CHINESE LUXURY FIT TRAVELLER STARTER MANUAL
Still missing out on this most valuable revenue opportunity?
This powerful free guide is your first step to unlocking the €30+ billion Chinese luxury travel market — designed specifically for European boutique hotels, high-end retailers, DMCs, and premium tourism businesses that want to start attracting high-spending Chinese Free Independent Travelers — even if you're starting from scratch.
Inside this must-have manual, you'll get:
✅ Essential market insights to understand who these travelers are, where they’re booking, and what they expect in 2025
✅ A proven 2-step starter strategy to make your business visible, relevant, and bookable — without needing a huge ad budget or Chinese social media
✅ Practical action tips to adapt your customer experience, touchpoints, and communication — to turn interest into real profit
Download the manual now and prepare confidently for the travellers shaping Europe’s luxury tourism in 2026.
2) FREE: Clarity Session — For Leaders Ready to Set Their Business Up for the Top Spenders in Europe in 2026
If you are ready to set your business up for the Top Spenders in Europe in 2026 and want to understand what your organisation needs to put in place to unlock the Chinese Luxury FIT audience, you can book a short 20-minute Clarity Session with me.
In this focused conversation, we will:
- look at the potential of this audience for your organisation
- identify your strongest opportunities for 2026
- outline what is needed to prepare your strategy and internal readiness
- and see if we are a good fit to work together on your 2026 China FIT strategy
This session is for leaders and decision-makers in European hospitality, retail, DMCs, and premium tourism who are ready to take the next step and position their business for the travellers who will drive Europe’s luxury tourism in 2026
Click here to listen on iTunes or Spotify.
