The launch of ONLYLUXE CLUB has been welcomed by high end travel providers in Australia as a way of reaching the high-end Chinese traveller.
Aimed at young, affluent Chinese travellers in China, and also Chinese residents in Australia, the ONLYLUXE CLUB allows Chinese individuals or groups to create their own ‘wish list’ itinerary online from a collection of hand-picked experiences ranging from Kimberley cruises and super yachts on Sydney Harbour and in the Whitsundays, to wine and golf tours on private planes.
ONLYLUXE CLUB founder, Emily Cai, has been running a high end bespoke travel company, Yu Teng, in Sydney since 2014.
“We wanted to take our experience creating high-end tours for a discerning Chinese market one step further and develop our new online brand and website to reach the young, digitally savvy Chinese traveller,” Cai said.
The website brings the best of Australian luxury experiences to the Chinese market online and invites them to engage with the technology to discover and create more personalised and authentic tourism experiences.
Tourism Australia Regional General Manager North Asia, Andrew Hogg said that the opportunities provided by today’s increasingly sophisticated and tech savvy Chinese traveller were enormous.
“China continues to be a real stand out for Australian tourism, with more than 1.1 million visitors and nearly a quarter of all our international tourism spending receipts now coming from this one, single market,” Hogg added.
Cai believes that ONLYLUXE CLUB, which also has a loyalty scheme where members can earn points with purchases and use points to redeem products, will appeal mostly to travellers from China but will also be a great tool for Chinese people living in Australia who want to explore the country. According to the Australian Bureau of Statistics, approximately two per cent of the Australian population, or 481,000 people, is now Chinese.
Working with premium tourism partners such as Luxury Lodges of Australia, Ultimate Winery Experiences Australia and Great Golf Courses of Australia – the ONLYLUXE CLUB presents out of the ordinary Australian travel experiences that aim to deliver the ultimate in ‘bragging rights’ such as meeting winemakers or playing with international golf champions, taking behind-the-scenes tours and enjoying dinners with leading chefs.
The site is also mobile friendly and integrated with the WeChat platform, China’s most popular social media platform with 806 million active monthly users. This means that Chinese travellers can use the site to research their trip through their mobile devices, and once an itinerary has been prepared, book and pay for their trip on the website through WeChat Wallet, PayPal, UniPay and Alipay – China’s most popular online payment service.
