Skift Take
Luxury brands today are designing stories for global citizens, but telling those stories in different markets requires more than a different app — it's about delivering a message that resonates with the core brand and the local culture that they're speaking to.
Luxury travel is a sector that defies borders. The trends shaping and changing travel at the luxury level seem to transcend cultures. Instead, they follow the habits of high-net-worth individuals who can opt to see the world in a way that’s possible only to the 1 percent.
Despite their similarities, however, not all high-net worth individuals can be marketed to in the same way. Most notably, the Chinese market employs a unique set of digital platforms, making the context within which this segment receives brand messages very different than in the Americas and Europe.
As luxury travel and hospitality marketing matures in China, international brands are learning that both the messaging and the technology used to share messaging matters if they hope to develop the deep-seated customer relationships that they are after. The challenge is to develop content for this important market while maintaining the global story line.
Content Built on Cultural Connections
A new Reuter: Intelligence study, released in partnership with ILTM China, examines how travel and hospitality brands can build out their digital presence in China.
The report suggested luxury brands should look beyond mere functionalities of Chinese platforms and rather focus on building meaningful content within the context of Chinese culture. The report a
