Hong Kong Affluent Prioritise Travel Over Property Ownership
Wealthy Hong Kong residents now rank travel above real estate as a life goal, allocating more spending to experiences rather than property acquisition, a Standard Chartered study reveals.
Property Goals Decline
Affluent Hong Kong residents increasingly value travel over property acquisition, according to the Hong Kong Travel Value Report 2026 by Standard Chartered. Only 24% of respondents listed buying a first or dream home as a life goal, placing it seventh.
In contrast, early retirement ranked first at 49%, while in-depth or immersive travel secured second place, chosen by 48% of wealthy Hongkongers. Holistic wellness followed closely, selected by 47% of those surveyed.
Standard Chartered conducted the survey in June 2026, interviewing 1,058 affluent residents aged 30 or older with at least HKD1 million (US$127,449) in investible assets.
Travel as Intangible Capital
For high-net-worth individuals (HNWIs) holding HKD7.8 million or more in investible assets, 72% view travel as a means to "build intangible capital". This includes broadening outlooks and sustaining long-term well-being, the report noted.
Among affluent parents, 92% identified overseas travel as the "most meaningful and valuable component" of their child’s educational investment, exceeding tutoring and extracurricular classes, Standard Chartered stated. HNWIs plan an average travel spend of HKD345,000 this year, while all respondents project HKD153,000. This figure remains below the HKD870,000 recorded in the 2024 survey, which followed post-pandemic tourism's peak.
Shifting Spending Patterns
Two-thirds of HNWIs now spend more on travel than on daily living expenses. This includes dining, entertainment, and other lifestyle consumption. This marks a notable shift from historical priorities. Hong Kong homes have long been a crucial asset in one of the world’s priciest markets.
During the early 21st-century bull market, the real estate sector contributed over 30% to the city’s gross domestic product (GDP) between 2000 and 2003. This share later declined to approximately 21% in 2021, according to a 2024 report by Shenzhen-based Great Wall Securities.
This re-prioritisation by Hong Kong’s affluent population suggests a structural shift in discretionary spending. Luxury travel, hospitality, and related services may see sustained demand, while traditional investment property markets could face headwinds from changing consumer preferences.
Businesses targeting high-net-worth individuals should adjust strategies to reflect this preference for experiences over tangible assets. This trend could also influence capital allocation within wealth management portfolios, potentially favouring experiential investments or funds aligned with travel and wellness sectors over real estate exposure.
This article is journalism, not investment advice; consult a licensed professional before making financial decisions. Market data is indicative, may be delayed, and should be verified with your broker or exchange before use.
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