With China recently joining the Western world in re-opening its borders, businesses globally readjusting to ‘normal’ have been bracing for their return. From family reunions to revenge travel, commonalities and differences emerge across the Chinese and global landscape in terms of the attitudes and behaviours from consumers and the adaptations from brands in curating and crafting the seamless experience end-to-end.

By 2030 China will be luxury’s biggest customer, and just prior to Covid Chinese tourists accounted for almost one-fifth of global tourism spending. As with any group of individuals residing within and across geographical borders, Chinese consumers, like their Western counterparts, are not a monolith. Chinese travellers and their consumption habits (both domestic and abroad) can provide inspiration for digital and retail practices, often spearheading global trends and setting best-practices.

Expect consumer spotlights, brand case studies and market outlooks across luxury travel and adjacent sectors with learnings on nurturing new communities, creating sustainable brand infrastructures and how to remain customer-orientated in a dynamic market.