Highlights from my fully booked 2 October ETOA webinar with Tom Jenkins, CEO of ETOA — now available as a special podcast series

This episode features the second part of my fully booked ETOA webinar,
“Crack the Luxury Tourism Code 2026 – Learnings from 2025 for your success in 2026,” held on the 2nd of October 2025 and moderated by Tom Jenkins, CEO of ETOA.

With 500 signups and more than 200 participants live, the webinar underscored a crucial question European luxury tourism leaders are asking:

How can European luxury tourism–related businesses set themselves up for the traveller segment that will have the greatest impact on Europe’s luxury tourism industry in 2026 and the years ahead?

In Part 2 of this podcast mini-series, I share the essential strategy from the webinar that will help you prepare your business for Chinese Luxury FIT travellers in 2026, including:

1. Why are most businesses in Europe not focusing on this audience

​The two myths that hold European tourism businesses back — and why these assumptions are costing them revenue.

2. The 3-Step Formula to attract this audience in 2026

A simple strategic framework used by top-performing businesses in Europe — and how you can put it into action to get started.

3. A real example: Why some brands captured Golden Week demand while others were invisible

A short, practical case study that shows how small strategic adjustments can create a significant impact.

This episode offers the strategy every luxury tourism leader needs as you prepare your organisation for the segment that will shape Europe’s luxury tourism industry in 2026.

​RESOURCES MENTIONED IN THIS EPISODE:

1) FREE 2025 EDITION: THE CHINESE LUXURY FIT TRAVELLER STARTER MANUAL

Still missing out on this most valuable revenue opportunity?

This powerful free guide is your first step to unlocking the €30+ billion Chinese luxury travel market — designed specifically for European boutique hotels, high-end retailers, DMCs, and premium tourism businesses that want to start attracting high-spending Chinese Free Independent Travelers — even if you're starting from scratch.

Inside this must-have manual, you'll get:

✅ Essential market insights to understand who these travelers are, where they’re booking, and what they expect in 2025
✅ A proven 2-step starter strategy to make your business visible, relevant, and bookable — without needing a huge ad budget or Chinese social media
✅ Practical action tips to adapt your customer experience, touchpoints, and communication — to turn interest into real profit

This is not theory — it’s designed for action.

Download the manual now and prepare confidently for the travellers shaping Europe’s luxury tourism in 2026.

👉 Access your free Starter Manual here

2) Clarity Session — For Leaders Ready to Set Their Business Up for the Top Spenders in Europe in 2026

If you want to unlock the Chinese Luxury FIT audience in 2026 and understand what your organisation needs to put in place, you can book a short 20-minute Clarity Session with me.

We’ll look at your potential with this audience, identify your key opportunities for 2026, outline what you need to prepare internally, and see if we are a good fit to work together.

This session is for leaders and decision-makers in European hospitality, retail, DMCs and premium tourism who are ready to take the next step and position their business for the travellers who will drive Europe’s luxury tourism in 2026.

👉 Book you

Highlights from my fully booked 2 October ETOA webinar with Tom Jenkins, CEO of ETOA — now available as a special podcast series.

Chinese luxury FIT travelers represent a major opportunity for European high-quality tourism-related businesses in 2025. If you're in hospitality, retail, destination management or premium experience delivery — this episode is your roadmap to take action before the season passes you by.

This episode features the first part of my fully booked ETOA webinar,
“Crack the Luxury Tourism Code 2026 – Learnings from 2025 for your success in 2026,”
held on the 2nd of October and moderated by Tom Jenkins, CEO of ETOA.

With 500 signups and more than 200 participants live, the webinar underscored a crucial question European luxury tourism leaders are asking:

👉 Who are the real top spenders shaping Europe’s luxury tourism industry for 2026?

In Part 1 of this podcast mini-series, I share the essential insights from the webinar, including:

1. The most lucrative luxury traveller segment in 2025

Which audience outperformed US and Gulf travellers — and why this matters now.

2. What these travellers actually spend on

Clear insights into spending patterns across hospitality, retail, culture, and premium experiences.

3. What this means for your 2026 planning

How this shift impacts boutique hotels, retailers, DMCs, and high-quality tourism businesses.

4. The strategic implications for leaders preparing for next season

Why this segment must be part of your 2026 focus — and what is at stake if it’s not.

This episode offers the clarity every luxury tourism leader needs as you finalise your strategic priorities for the year ahead.

RESOURCES MENTIONED IN THIS EPISODE:

1) Free: The Chinese Luxury FIT Starter Manual (2025 Edition)

Are you still missing out on the most valuable luxury travel segment in Europe?

This free guide is your essential starting point to understanding and attracting Chinese Luxury Free Independent Travellers — the top spenders across European luxury tourism in 2025.

Designed specifically for:

• boutique hotels
• high-end retailers
• DMCs
• premium tourism & cultural experience providers

…this manual gives you the fundamentals you need to act with clarity.

Inside, you’ll learn:

• Essential market insights
  Who these travelers are, where they book, and what they expect in Europe.
• A simple 2-step starter strategy
  How to become visible, relevant, and bookable — even without big PR budgets or Chinese social media.
• Practical action tips
  How to adjust your experience, communication, and touchpoints to turn interest into revenue.

This is not theory — it’s a practical, action-focused resource for European businesses preparing for the 2026 season.

👉 Access your free Starter Manual here

2) Clarity Session — For Leaders Ready to Set Their Business Up for the Top Spenders in Europe in 2026

If you are ready to set your business up for the Top Spenders in Europe in 2026 and want to understand what your organisation needs to put in place to unlock the Chinese Luxury FIT audience, you can book a short 20-minute Clarity Session with me.

In this focused conversation, we will:

• look at the potential of this audience for your organisation
• identify your strongest opportunities for 2026
• outline what is needed to prepare your strategy and internal readiness
• and see if we are a good fit to work together on your 2026 China FIT strategy

This session is for leaders and decision-makers in European hospitality, re

If your luxury tourism business in Europe is seeing record visitors — but turnover is flat — you’re not alone.

The problem? You’re not attracting the right travelers.

In this episode, I break down the exact segment most European boutique hotels, retailers, DMCs and service providers are still missing:
Chinese Free Independent Luxury Travelers — the highest-spending visitors in Europe this summer 2025.

In this episode, you’ll discover:

What’s Really Happening This Summer 2025 in Europe?
Get a clear picture of Chinese traveler volume, demand, and where they’re spending.

How Much Are Chinese Luxury FITs Really Spending?
Real numbers that show why this segment is outperforming all others — and why it matters now.

Why This Segment Is a Must — Not a Maybe
Understand what makes this market essential for recovery and growth.

The 4 Trends Defining the Chinese Luxury Traveler in 2025
Including spontaneous booking habits, wellness preferences, and shareable experience demand.

The 2-Step Starter Formula You Can Use Today
No fluff — just 2 clear, doable steps to help you become visible, bookable, and trusted by Chinese high-spending FIT travelers.

Chinese luxury FIT travelers represent a major opportunity for European high-quality tourism-related businesses in 2025. If you're in hospitality, retail, destination management or premium experience delivery — this episode is your roadmap to take action before the season passes you by.

RESOURCE MENTIONED IN THIS EPISODE:

1) FREE: THE CHINESE LUXURY FIT STARTER MANUAL 2025

Still missing out on this summer’s most valuable revenue opportunity?

This powerful free guide is your first step to unlocking the €30+ billion Chinese luxury travel market — designed specifically for European boutique hotels, high-end retailers, DMCs, and premium tourism businesses that want to start attracting high-spending Chinese Free Independent Travelers — even if you're starting from scratch.

Inside this must-have manual, you'll get:

✅ Essential market insights to understand who these travelers are, where they’re booking, and what they expect in 2025
✅ A proven 2-step starter strategy to make your business visible, relevant, and bookable — without needing a huge ad budget or Chinese social media
✅ Practical action tips to adapt your customer experience, touchpoints, and communication — to turn interest into real profit

This is not theory — it’s designed for action.

Click here to download your manual now and make 2025 your most successful year yet.