Today’s consumer economy looks barbelled. In America, newly revised data show the top 10% now account for about half of all spending—a record share—so asset prices, not the jobless rate, are the better near‑term demand gauge.
China’s picture is the mirror image. Prestige supply keeps arriving—from hutong courtyards at Mandarin Oriental Qianmen to Ritz‑Carlton Reserve in Jiuzhaigou—even as broad‑based demand repairs only slowly and fine‑dining outliers exit. The national pipeline remains heavy at the top end.
1) The economics of a prestige‑skew
Three forces explain the pattern.
Wealth effects and Engel curves. At high incomes, spending tilts toward experiences and services; when equity and housing values rise, the wealth effect underwrites premium travel, dining and branded services. US resilience since 2022 has therefore been income‑ and wealth‑skewed, as Fed and card‑data work shows. But this makes consumption more cyclical with asset markets than with payrolls.
Positional goods and scarcity premiums. Much of luxury hospitality is “positional” (value derives from status and scarcity). Prices can behave like Veblen goods (demand sustained at higher prices if signalling value endures). This supports rate power—until look‑alike supply erodes scarcity and occupancy.
Capital reallocation under constraint. In China, a property hangover, low deposit rates and outbound frictions have channelled capital into trophy hospitality and heritage conversions. Households, meanwhile, hold record deposits—a brake on discretionary F&B and mid‑market travel. The result is top‑heavy supply meeting cautious breadth.
2) Macro outlook, 2025–26
United States. The OECD projects growth slowing from 2024 to around 1.8% in 2025, with tariffs and softer labour markets weighing. In such a regime, the concentration of spend among the top decile raises sensitivity to market swings.
China. Baseline growth ~4.9% in 2025 fades to ~4.4% in 2026 as front‑loading and fiscal support ebb. Policy is leaning harder into services consumption (tourism, culture, health) and trade‑in subsidies for durables; helpful for near‑term outlays, less so for durable breadth unless household confidence improves.
Hospitality read‑across. China’s hotel pipeline is 3,733 projects / 672k rooms (Q2‑2025), including 257 luxury—ample capacity. STR’s 2025 reads point to bumpy RevPAR with occupancy soft patches where new keys land. Scarcity‑anchored assets hold up; me‑too flags struggle.
3) Strategies that survive the cycle
A. Economics for policymakers (breadth before bling)
- US—reduce wealth‑effect fragility. When half of consumption sits with the top decile, stabilisers matter. Prioritise automatic, targeted tax credits (eg, child and earned‑income) that phase up in downturns; they support the broad marginal propensity to consume without blunt cheques. The goal is not to clip premium margins but to widen the base feeding them. (Context: high‑income spending still leads; asset‑led cycles dominate.)
- China—re‑weight policy toward households and trust. Keep services‑consumption support but redirect more fiscal firepower to household balance‑sheets and clear consumer‑protection rules. New Implementing Rules of the Consumer Law (effective 1 July 2024) and 2025 Supreme People’s Court guidance on prepaid consumption are steps forward; consistent enforcement raises willingness to prepay for experiences beyond theme‑park IP.
B. Strategy for firms and investors (occupancy beats opulence)
- From barbell to ladder. Replace two‑tier offers with a three‑rung structure—flagship premium, “almost‑premium” (club‑lite floors; premium‑economy seats), and refined core. This protects top‑end rate while broadening volume. (Airlines show the template: in 2024, premium+loyalty contributed ~57% of Delta revenue, with premium outpacing main cabin.)
- Supply discipline and conversions. In China’s leading cities, favour conversions and soft brands over new luxury builds. With 257 luxury projects already in the pipeline, incremental keys should target upper‑midscale/upper‑upscale segments with broader utilisation. Track RevPAR [room revenue per available room] and occupancy by submarket; if occupancy drops >2 ppts as keys rise, delay opening or convert.
- Membership that earns trust, not float. Prepaid failures in fitness left scars; the credible model is benefit‑guaranteed access backed by strong IP [intellectual property] and immediate delivery. Club 33 (Shanghai Disneyland’s private members’ club) works because value is concrete (exclusive dining, events) and realised now. If taking advance funds, escrow them and tie benefits to visible, capacity‑constrained assets (chef’s‑counter allocations; private galleries; timed fireworks platforms under licensing).
- Remote‑destination economics. For out‑of‑the‑way luxury (reserves, heritage sites), design networked itineraries (rail‑and‑stay circuits) and length‑of‑stay guarantees. What matters is stay depth and repeats, not peak‑night ADR.
- Operating resilience. Digitise low‑value touchpoints and reallocate labour to “wow” moments; price for shoulder nights (fenced advance purchase; local‑resident privileges) rather than only weekends. STR’s weekly splits show luxury can hold RevPAR through rate—but occupancy softness is the margin killer.
4) What the emblematic assets really teach
Mandarin Oriental Qianmen (Beijing) and Ritz‑Carlton Reserve (Jiuzhaigou) show that scarcity with story can justify top‑end pricing; Amanfayun (Hangzhou) and Amandayan (Lijiang) show the value of rooted heritage over flashy duplication. The lesson is not “build more icons”, but protect scarcity, avoid clones, and broaden the ladder beneath.
5) A simple scorecard to run each quarter
- US: Track top‑decile spend share versus equity drawdowns; stress‑test a 10% market fall on premium volumes.
- China: Pair openings with RevPAR/occupancy by city; pre‑commit to pause or convert if two consecutive quarters show occupancy down and keys up.
- Trust: Monitor complaints and refunds on prepaid schemes; enforce escrow and “benefits now” rules where possible.
By the numbers
- 49.2% — US consumer‑spend share by the top 10% (2025).
- 1.8% / 4.9% — OECD 2025 GDP growth forecasts for the US / China.
- 3,733 / 672,224 — China’s hotel pipeline (projects/rooms) at Q2‑2025; 257 in luxury.
- >160 trillion yuan — Chinese household deposits, underscoring caution.
- 57% — Delta revenue from premium + loyalty in 2024 (sign of a premium ladder).
Sources (select)
- Washington Post (Sep 26 2025): Top decile ≈ 49.2% of US spending (post‑revision).
- Boston Fed (Aug 13 2025): High‑income spending has remained resilient since 2022.
- OECD Interim Outlook (Sep 2025): US 1.8%, China 4.9% growth in 2025 (pdf).
- Lodging Econometrics (Aug 7 2025): China pipeline 3,733 projects / 672k rooms; 257 luxury.
- Reuters (May 27 2025): Chinese household deposits >160 trn yuan.
Additional in‑text sources (cited above): STR weekly insights on occupancy/RevPAR; Club 33 official page (Shanghai); MO Qianmen and Ritz‑Carlton Reserve press/brand pages; Delta investor materials.
Kicker
Prestige is a fine business. It becomes a strong economy only when scarcity at the top sits on confidence and breadth below.

