Last week, TONG co-hosted our webinar with brand design agency Matter Of Form, demystifying the latest trends in travel and luxury post-Zero Covid.
Drawing inspiration from China’s luxury consumers, Beyond Borders: International trends in luxury travel explored the latest developments in the travel sector, demystifying emerging trends such as ‘Conscious Tourism’ and ‘Living like a Local’.
If you missed the webinar, read for our key insights from the session, or watch the recording here.
1. The China traveller is diverse and dispersed – establishing a clear target audience is fundamental.
From domestic travel to outbound and overseas Chinese, the Chinese traveller is diverse in their motivations and travel behaviour. From Revenge travellers to the rebellious Gen Z ‘Runners’, Families seeking reconnection and Chinese youth in search of escapism from 996 culture, China’s travel consumer is not a monolith.
2. Shifting ideologies and economic factors mean China’s younger generation will travel more.
China’s gen Z consumers are making up for lost time post-Covid, leading to an increase in ‘self-soothing’ travel, where consumers seek extravagant experiences to reward themselves. This hedonistic behaviour is driven primarily by China’s segmented younger generation across both tier one cities through to tier 3.
3. Customers expect a seamless experience on platforms they are familiar with – so it’s crucial to get the details right.
Covid propelled China’s digital platforms into a new realm of seamless experience, from virtual museum tours to livestreaming, short form content documenting various travel experiences, from cooking classes to mixology, is key to generating a captive audience.
4. Being creative pays off – elevate your localisation by collaborating with Chinese talent and partners.
Going beyond standard advertising and incorporating local talent and partners can not only reflect a brand’s commitment to the market, but also their understanding of the intricacies of modern Chinese culture and consumer voice.
