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Travelzoo AP targets China's urban elites with new lifestyle channel.
Wednesday, 9th July 2014
Source : Travelzoo Asia Pacific
 

Travelzoo Asia Pacific has launched of the lifestyle channel Pin Shang in China; the new lifestyle channel, available at Travelzoo Lv You Zu website, expands Travelzoo’s China offerings to encompass a wider range of premium lifestyle and entertainment experiences for urban elites in Shanghai and Beijing.
 
“Pin Shang gives our discerning subscribers in China exclusive access to over 30 categories of the finest selection of branded, premium lifestyle offerings.  For example, a Travelzoo Lv You Zu subscriber can instantly find and book the best deals tailored to their aspirational lifestyle, ranging from performances by a renowned Brazilian guitarist held in the heart of Old Shanghai’s French Concession, etiquette and protocol classes by UK's leading consultant Mr. William Hanson, Sotheby’s art appreciation classes, to sailing experiences at the luxurious Shanghai Boat & Yacht Club,” said Ms. Vivian Hong, President of Travelzoo Lv You Zu.  “These are the results of our Deal Experts working closely with local businesses to create unique, value for money experiences to suit our subscribers’ exclusive set of expectations.”
 
Travelzoo Lv You Zu’s survey conducted in May of this year highlighted its Mainland Chinese subscribers’ strong demand for diverse high quality lifestyle experiences for enhancing their psychological well-being and quality of life.  The study gathered over 2,000 responses and gauges subscribers’ perception of happiness and life satisfaction.  Currently, 70% of respondents claimed to be happy with their lives. 

The top factors that contribute to one’s happiness are found to be the quality of living (33%), followed by harmonious family relationship (27%) and good health (18%).  Of less importance is financial wealth (9%) and career (5%).  The study also noted that subscribers emphasized on leisure enjoyment. 

When respondents were asked about their favourite pastimes, the majority cited weekend getaways (85%), followed by fine dining or high tea (70%), movies, concerts or performances (59%), and sports and fitness (40%).  In addition, over 72% said they would participate in such leisure experiences more than 2-3 times a month.    

The study further confirms the social status of Travelzoo’s Mainland Chinese subscribers.  Seventy percent are female with an average age of 35 years old and an annual household income of USD 55,000.  Eighty percent hold a Bachelor’s degree or above, 40% are professionals or hold senior management positions or above, 70% own at least one private vehicle, and 78% have up to two private residences.
 
Another key survey finding highlighted the media consumption pattern of Chinese consumers.  When respondents were asked about the type of medium mainly used to learn about lifestyle information, 91% said they will go on online and 71% used social media.  These make the new avenues more influential than newspapers and magazines (33%) and TV (22%).
 
Mr. Jason Yap, CEO of Travelzoo Asia Pacific said, “Over the past years, we have demonstrated our commitment to engage our subscribers with the Travelzoo Lv You Zu brand at different personal levels, from the Top 20 newsletter, Local Deals to mobile applications and social media.  This has resulted in a growing community of actively-engaged urban elites in China.  With over 2 million Weibo followers and an average of over 10,000 retweets of our high quality content every week, Pin Shang expands our partner’s ability to generate incremental demand for their top-end products and services.  Pin Shang is built upon our solid reputation, as an exclusive deal provider of high value travel and lifestyle experiences for the urban elites in China.  We are confident that it will accelerate our success in China.”
 
Since the soft launch of Pin Shang in March 2014, the company has offered trials of over 100 diverse high-end deals.  Today, the channel already contributes to 10% of Travelzoo Lv You Zu’s total revenue, highlighting its strong uptake.

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