The group of 10 supercar tourists make a pit stop at a cliff-side chateau along Italy's Ligurian Coast. Provided to China Daily

It is a market fueled by the increasing number of super rich in the country.

According to the 2010 Hurun Wealth Report, a major survey of China's rich, there are 875,000 multimillionaires and 55,000 billionaires in the country, about 6.1 percent more millionaires and 7.8 percent more billionaires than the previous year.

The average age of those surveyed who were worth at least 100 million yuan was 39 years old and those with at least 1 billion yuan was 43 years, both a year younger than the figures of the previous year. The main sources of wealth for these people were real estate and manufacturing, Hurun reported.

Beijing-based Trip TM alone sells itself as a tailor-made tour operator for high-end customers. Its initial 100 regular clients, all "members" of the company, are said to be millionaires including IT giant Alibaba's CEO Ma Yun and property giant Vantone's chairman Feng Lun. Membership fees can be as high as 150,000 yuan ($22, 815). The company, set up in December 2007, has grown to more than 20,000 clients served by about 100 staff.

Meng Ran, the editor of the newly launched Luxury Traveler Chinese quarterly, says the nation's high-end travel market is growing significantly and its demands are spanning the world. Her publication introduces top travel, hotel and lifestyle choices for its "club members" and those who can afford these luxuries.

"We've recently done articles on the North Pole, as well as items themed on Africa and luxury cruises."

Left: The supercar convoy sets out for its weeklong tour from Monte Carlo's casino. Right: A helicopter flies the VIP travelers from Nice to Monaco as they take in the scenic Cote d'Azur. Provided to China Daily

For most of the elite Chinese travel clients, who often make up a who's who list of the country's rich and famous, personalized services - and anonymity - are essential when they vacation.

Tiffany Chen, a private agent for a number of Chinese celebrities and entertainers, says her clients are always on the lookout for high-end tour operators offering "unusual and unforgettable" travel experiences.

"My clients usually travel in small networks that are made up of wealthy individuals they all know each other and money is never an issue," Chen says.

"But the number of Chinese holidaymakers who can afford luxury travel is increasing, so the demand for more unusual, exotic and over-the-top travel programs among the wealthy is definitely growing as well."

Still, one of the offerings by Trip TM during the latest Spring Festival holidays was "simple" enough - organizing a two-week shopping spree for a group of six VIPs in Paris, Milan, Rome and Florence.

"Our clients usually want to spend quality time with their families during important holidays like Spring Festival, so these trips are more toned down at this time of the year," Zou says.