Luxury Voices Understanding the Chinese traveller with Tian Gu, 田谷, Publisher, Travel + Leisure China (English)
Sep 2, 2020
Tian Gu, known as Diggle, is the Publisher of Travel + Leisure China, bringing 14 years of media expertise. She discusses how the travel landscape has evolved post-COVID-19, with a focus on changing preferences among Chinese luxury travelers. The conversation touches on the significance of safety in travel choices, the importance of engaging content, and how brands can adapt their strategies to attract this market. Diggle also shares insights into the growing appreciation for art and culture within travel experiences.
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Practical Pivot During COVID-19
- COVID-19 forced Travel + Leisure China to become more practical and focus on readers' actual needs.
- The team increased interaction and used WeChat surveys to plan future content and services.
Promote Safe, Nearby Travel
- Emphasize safety and drive-to destinations as immediate travel choices for readers during restrictions.
- Promote nearby resorts and domestic options that reduce risk and meet holiday budget constraints.
Luxury Spending Resilience
- China remains a strong consumption market and luxury readers retain high spending power.
- Travel products like long-validity pre-sales are selling well despite broader economic shifts.