Micro-moments that matter: How to effectively target Chinese travellers – Building a digital strategy that is embedded in the Chinese travellers journey

Pernod Ricard, an alcoholic beverages company, used research to help it reformulate its strategy to best target Chinese travellers.

Chinese travellers are shaping the success of travel retail

Chinese queues are legendary, but how they have evolved over the years! From the long bread and tofu queues in the 1980s, to the equally long queues outside the stores of Louis Vuitton, Apple and Chanel - the new age Chinese traveller is constantly evolving. Envy takes on a whole new meaning when one sees the unparalleled purchasing power of Chinese travellers, and this is just the tip of the iceberg as 90% of the Chinese population is yet to acquire a passport1.

Figure 1

On the travel front,...

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