The global travel retail industry has undergone a major transformation due to the evolution of consumer behavior and preferences, particularly Chinese travelers, who are known for their high purchasing power and demand for premium experiences.
According to the report, within 2024, travel originating from mainland China will increase by nearly 400% globally, with some destinations seeing a jump of more than 2,000%. This increase is due to new confidence in global travel and the availability of visa-free agreements with several countries. Additionally, the number of international travelers from China is expected to reach 130 million in 2024, demonstrating strong demand for international travel among Chinese consumers.
To help brands tap into this market, Huawei’s mobile advertising platform Petal Ads and travel retail martech startup E23 are partnering to reimagine how brands engage with high-value Chinese consumers. It started. The partnership, announced during the Cannes E23 event, brings together Huawei’s extensive data management capabilities and E23’s travel retail expertise to create a comprehensive solution to reach Chinese travelers. Masu.
With the event theme of “Transforming Travel Retail Media Engagement,” Petal Ads will also share valuable insights on effectively engaging Chinese audiences and creating customized solutions to connect with this highly sought-after demographic. He emphasized the importance of strategy.
The partnership leverages Huawei’s first-party data and advanced AI-driven insights with E23’s demand-side platform (DSP) to address challenges in attracting high-value consumers in the fragmented travel retail sector. I will.
By integrating advanced data solutions and cross-device ad formats, this partnership will enable brands to connect with travelers at every stage of their journey, from pre-departure, in-flight, to arrival, and ultimately in a duty-free environment. Boost engagement and conversions.
Travel retail and the current state of consumer behavior in China
The travel retail sector is the fastest growing segment of the retail media industry, with global spending expected to reach US$140 billion in 2024. Chinese travelers are one of the biggest contributors to this growth and represent a key demographic that can generate high returns for targeted brands. luxury goods and luxury goods.
According to Petal Ads, Huawei’s ecosystem includes more than 580 million monthly active users in China, providing brands with a huge audience through targeted advertising. A typical Huawei user profile shows a balanced gender ratio of 55% male users and 45% female users. The platform also has a strong presence in tier 1 and tier 2 cities, where 48% of its users reside. These demographics make the Huawei ecosystem an ideal platform for brands looking to attract affluent consumers who tend to spend on luxury goods.
However, effectively reaching these high-value Chinese travelers is not without its challenges. The travel retail industry is facing fragmentation of media channels and changes in consumer behavior, which are complicating traditional advertising strategies.
Brands must be able to deliver personalized, contextual experiences that resonate with this audience, which is accustomed to high-quality, targeted engagement.
This is where the partnership between Petal Ads and E23 shines, giving you the tools you need to navigate these complexities through precise targeting and enhanced personalization strategies.
How the Petal Ads and E23 partnership provides a comprehensive solution
The partnership between Petal Ads and E23 provides an innovative solution for brands looking to engage Chinese travelers throughout their journey. Petal Ads’ platform supports a variety of cross-device ad formats including TV, smartphones, wearables, and automotive interfaces. Its reach extends to more than 580 million monthly active users in China, giving brands unprecedented access to potential customers.
This capability, combined with E23’s DSP, enables precise targeting and advanced audience segmentation, allowing brands to reach consumers at the critical moments when they are most likely to engage and make a purchase decision. It will be.
Huawei’s first-party data stored within data management systems provides rich insights into user behavior and spending habits, enabling intelligent segmentation and effective retargeting strategies. This data allows Petal Ads and E23 to deliver highly personalized advertising experiences.
AI and predictive analytics further refine these capabilities, adapting ad content in real-time based on consumer interactions and preferences. This ensures that every engagement delivers content that is relevant to your audience, increasing engagement and conversion rates.
Future trends and innovations in travel retail media
As the travel retail industry continues to evolve, new trends are emerging that will shape how brands interact with consumers. AI-driven solutions are being adopted in this space to enhance ad delivery and personalization. Petal Ads uses adaptive marketing technology that adjusts content and targeting in real-time based on changes in consumer behavior and external factors such as location and travel interruptions.
Location-based services are also becoming important, enabling precise engagement at key touchpoints such as duty-free zones and in-flight settings. E23’s integration of Huawei’s first-party data and travel insights further refines this targeting capability.
Emerging media channels such as in-flight entertainment and in-store digital screens are increasingly part of travel retail strategies, offering brands new ways to engage high-value consumers both online and offline. The Petal Ads-E23 partnership is at the forefront of these innovations, redefining the way brands interact with travelers.
Redefining engagement in travel retail
The Petal Ads-E23 partnership provides a unique opportunity for brands to overcome the challenges of the travel retail industry. This collaboration will enable more personalized engagement with Chinese travelers through advanced marketing tools and data-driven insights, increasing growth and brand awareness in a competitive market.
