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Travel industry welcomes launch of Chinese luxury website showcasing Australia

October 5, 2016 Lifestyle No Comments Email Email

High end travel providers in Australia are welcoming the launch of ONLYLUXE CLUB as a way of reaching the high-end Chinese traveller.


Emily Cai

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.

Emily Cai, Founder of the ONLYLUXE CLUB, has been running a high end bespoke travel company, Yu Teng, in Sydney since 2014.  Cai said “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.”

“This allows us to bring the best of Australian luxury experiences to the Chinese market online and invite them to engage with the technology to discover and create more personalised and authentic tourism experiences.”

Cai added: “Market research* shows that two thirds of China’s international travellers are less than 35 years old.  ONLYLUXE CLUB has been designed to particularly appeal to this market who love travelling independently, actively engage with experiences and have the money to travel.  They are also tech savvy and love social media. It’s the ‘bragging rights’ of having personalised tours and introductions to some of Australia’s colourful characters that I believe will appeal to them.”

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.

Emily Cai

Emily Cai

“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,” he said.

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.

Sally Cope, Executive Officer, Ultimate Winery Experiences Australia welcomed the introduction of ONLYLUXE CLUB saying “China is a key market for our winery members and this new first of its kind platform is an ideal way of being able to tell their stories to a growing high end Chinese market.  It is a wonderfully curated collection of experiences hand-picked by Emily and her team showcased on a beautifully designed site.  This will allow for travellers to easily research and select their experiences and confidently create an itinerary in Australia tailored just for them.”

Products range in price from a $125 Taste Masterclass at Penfolds’ new, private tasting rooms in Adelaide to a $14,450 10-day Iconic Australia by Private Jet tour, which includes Arnhem Land, The Kimberley, Lake Eyre and the Flinders Ranges.

For $3,600 guests could enjoy the two-night Moorilla Magnum tour which includes accommodation in one of the MONA (Museum of Old and New Art) Pavilions at the Estate, a private, behind-the-scenes tour of the winery and vineyard by Moorilla’s Winemaker and drinks and three-course dinner with Moorilla wines in the Organ Room, within MONA.

Then there’s the $1,250 one-day Great Wagyu Adventure, which sees guests flown by private jet to Wynns Estate in the Coonawarra for some of the best Wagyu beef in the world at Mayura Station, followed by a scenic flight along the Great Ocean Road back to Melbourne.

According to Cai, is the first website that has been created exclusively for high-end Chinese travellers looking for luxury Australian travel experiences.

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.

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