Skift Take

The Chinese luxury market is huge but not monolithic. That's why understanding the capabilities of the country's myriad social media apps — and knowing how to nuance messages within them — is key to connecting with this lucrative market.

Series: New Luxury

Luxury Travel News

The Skift New Luxury column is our weekly column focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.

In the constantly evolving world of luxury messaging, one size does not fit all in this global market of ours. China is a prime example of this fact.

Not only do the Chinese use different social media channels than most of the rest of the world, but messaging to this market must be tailored to suit both consumers and the government, which requires a nuanced cultural awareness. It’s a tricky balance creating content specifically for this audience while maintaining the brand’s global story line.

Of course, brands also need to sift among China’s proliferating social media channels. That means international luxury brands are going to have to navigate this unwieldy landscape to figure out which apps to bet on. Read this week’s featured story by Skift contributor Samantha Shankman, who takes a look at a new Reuter: Intelligence study, released in partnership with ILTM China, to learn more.

For feedback or news tips, reach out via email at [email protected] or tweet me @dailysuitcase.

— Laura Powell, Skift Luxury Editor

5 Looks at Luxury

China’s numerous social media apps keep consumers glued to their devices. International luxury travel brands are expanding marketing initiatives geared toward outbound travelers. Photo: Leung Chopan/Adobe Stock

Luxury Brands Strive to Improve Messaging for Chinese Market: 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.

Popular Thai Beaches Pricier Than European Resorts: It’s Not Just About the Higher Baht: It’s easy to blame the baht as the butt of the problem for a decline in European arrivals to Thailand. The issues are wider and deeper than just currency appreciation.

In-Flight Events Are Starting to Slowly Lift Off: So far, these flying meetings are mostly exclusive, invite-only affairs, where sought-after execs network with one another while trapped on a plane.

Brazil Wants to Double Its Visitors by 2022 But At What Cost? Brazil is focused on doubling its visitors by 2022 and changing its image to be more focused on its natural resources. There are concerns, however, about whether the plan is sustainable.

Vrbo Shuffles Leadership as Latest Expedia Reorganization Moves Take Shape: No pain, no gain, right? Expedia’s Vrbo unit, which is almost an after-thought when it comes to discussions about Airbnb,, and Google, has been undergoing a difficult transition. In itself, changing the leadership isn’t the answer, but along with other changes, perhaps it won’t hurt.


Skift Luxury Editor Laura Powell [[email protected]] curates the New Luxury newsletter. Skift emails the newsletter every Tuesday.

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Tags: luxury

Photo credit: Chinese luxury consumers heavily rely on apps in their decision-making process, which makes these platforms ideal for luxury travel marketing initiatives. A new Reuter: Intelligence study, released in partnership with ILTM China, highlights how messaging targeted to this audience is just as key as leveraging the technology. InsideCreativeHouse / Adobe Stock

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