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Introduction
China’s high-net-worth individuals are driving explosive growth in luxury travel, with consumers increasingly willing to pay top dollar for exclusivity, privacy, and culturally immersive experiences. For overseas travel brands, understanding how to position and price luxury offerings is key to capturing this lucrative segment. With over a decade of experience helping overseas brands localize successfully in China, we reveal the strategies that turn aspirational travel into high-margin revenue.
1. Crafting Exclusive and Tailor-Made Itineraries
1.1 Personalization at Scale Bespoke Services: Offer fully customized itineraries that incorporate private jets, Michelin-starred dining, and behind-the-scenes cultural access. Implementation: Use WeChat Mini Programs to collect client preferences and deliver real-time proposals. Impact: Chinese travelers view extreme personalization as a hallmark of true luxury, justifying significantly higher pricing.
1.2 Limited-Capacity Experiences Scarcity Model: Cap group sizes or create members-only departures to heighten exclusivity. Marketing: Promote via Xiaohongshu with user-generated content from past participants. Result: Controlled availability drives urgency and supports premium rates without heavy discounting.
2. Partnering with Local Luxury Ecosystems
2.1 High-End Platform Collaborations Strategic Alliances: Work with Ctrip Luxury, Fliggy Premium, or Qunar VIP channels for seamless booking and visibility. Benefits: These platforms already attract affluent users and provide credibility that overseas brands need. Advantage: Integrated payment and service options make high-price purchases feel secure and effortless.
2.2 Concierge-Level Local Support 24/7 Mandarin Assistance: Provide dedicated Chinese-speaking concierges and on-ground VIP teams. Execution: Partner with local DMCs who understand guanxi and face-saving service nuances. Outcome: Superior local execution removes friction, allowing brands to maintain luxury pricing confidently.
3. Emphasizing Privacy, Security, and Status
3.1 Private and Secure Travel Discretion Features: Highlight private transfers, secluded accommodations, and data privacy compliance. Messaging: Stress how these elements protect wealth and status—critical concerns for Chinese HNWIs. Value: Privacy-focused offerings command 30–50% premiums over standard luxury options.
3.2 Status-Symbol Integration Social Proof Elements: Include photo opportunities at iconic locations with minimal crowds or celebrity-level access. Channels: Encourage sharing on RED and Douyin with branded hashtags. Effect: When travel becomes a visible marker of success, consumers willingly pay more.
4. Seasonal and Cultural Timing Strategies
4.1 Festival and Golden Week Optimization Peak-Period Premiums: Introduce surcharge-free VIP packages during Chinese New Year and Golden Weeks when demand peaks. Positioning: Frame as “avoid the crowds” exclusive access rather than simple upselling. Revenue Impact: Smart timing captures willingness to pay without damaging brand perception.
4.2 Auspicious and Thematic Experiences Culturally Aligned Offers: Design journeys around lucky numbers, zodiac themes, or wellness aligned with Traditional Chinese Medicine. Delivery: Limited-edition departures that resonate deeply with cultural values. Benefit: Cultural sensitivity transforms standard luxury into emotionally priceless experiences.
Case Study: How Aman Resorts Conquered China’s Ultra-Luxury Segment
A renowned overseas ultra-luxury resort brand entered China by pricing its private-jet wellness retreats and cultural immersions at levels 2–3 times higher than domestic five-star alternatives. Through exclusive partnerships with Fliggy and targeted Xiaohongshu campaigns showcasing serene, crowd-free sanctuaries, Aman positioned itself as the ultimate escape for privacy-seeking elites. Mandarin-speaking “Amanjunkies” communities and seamless WeChat integration further reinforced exclusivity. The result: waiting lists of months and China rapidly becoming one of the brand’s highest-revenue markets per guest.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
