On March 28, Yaoyue Travel, the high-end travel brand under CYTS, held a press conference in Beijing to launch its new brand strategy "Invitation to Heartfelt Travel" and hosted a signing ceremony for a strategic partnership with National Geographic. At the event, Yaoyue and National Geographic also jointly released an exclusive series of National Geographic products currently available on the market, while holding a photography exhibition themed "Journey to the Extreme," showcasing 52 "polar" masterpieces taken by top global photographers, highlighting the unique charm of travel.
"Invitation to Heartfelt Travel" — Yaoyue Launches a New Brand Upgrade Initiative
Established in 2014, Yaoyue Travel has always been committed to creating high-end travel products and services. Through four years of effort, it achieved its first milestone with high-standard, meticulous service and built a comprehensive system of products and services. As time has passed, the structure of the high-end consumer group has changed significantly.
The mainstream consumer demographic has shifted from the 35–50 age group to a more diversified market where post-80s, post-90s, and those in their 60s/70s each claim a significant share. China’s high-end consumer base now exhibits clear diversification. Against this backdrop, true high-end travel is no longer simply about material luxury. Rather, it should encompass reflections on culture, reverence for the power of nature, and tribute to the human spirit of exploration — transitioning from material opulence to a dual emphasis on both material and spiritual richness.
Yaoyue’s newly launched "Invitation to Heartfelt Travel" aims to offer a lifestyle of pursuing the ultimate after realizing self-worth, guided by an attitude of respecting nature, cherishing life, and discovering the self. It invites interesting souls to explore life perspectives, uncover the meaning of travel, and redefine the essence of “high-end.” Building upon traditional high-end services, it delves into the intellectual core of high-end travel, thereby redefining its value and challenging conventional perceptions of customization based solely on the combination of premium elements.
2018 will be a pivotal year for Yaoyue in terms of strategic adjustment and comprehensive expansion. With the introduction of strategic investors and collaborations with top brands such as National Geographic, Yaoyue Travel highlights its core value to travelers, gradually achieving interconnected goals of brand upgrade, product upgrade, and service upgrade.
Yaoyue–National Geographic Strategic Cooperation: New Products Gain Market Popularity
The collaboration between Yaoyue and National Geographic marks the first exploratory project between National Geographic and a high-end travel service provider in China. Both parties will leverage their professional expertise to form dedicated teams. By meeting the unique needs of Chinese consumers and engaging in deep exchanges with photography masters, conservation experts, artisans, and scholars, they aim to draw inspiration and wisdom beyond travel, opening up unique perspectives on discovering the world. National Geographic has granted Yaoyue Travel the rights to strategic cooperation in the Chinese market. Based on the authority and scientific rigor that the National Geographic brand has built over 130 years in global cultural and geographical communication, Yaoyue will create travel products featuring “National Geographic” characteristics to meet the growing personalized demands of quality-focused Chinese travelers.
Zhang Hong, General Manager of Yaoyue Travel, commented on the partnership: “Traditional high-end travel mostly consists of pairing five-star hotels, business class flights, and resources to create a notion of ‘customization,’ differentiating travel through physical luxury. But true high-end travel should include reflections on and care for culture, reverence for the forces of nature, and tribute to human exploration. Transitioning from purely material opulence to a dual focus on material and spiritual enrichment is a developmental process — much like the spirit of nobility, it requires cultivation and time. The cooperation between Yaoyue Travel and National Geographic is just the beginning. Yaoyue Travel will be fully dedicated to ‘redefining high-end travel,’ delving deeply into and satisfying travelers’ pursuits in thought, emotion, and personal interests.” This also serves as the best testament to the future development of Yaoyue’s new brand, “Invitation to Heartfelt Travel.”
Mr. Qi Dong, Vice President of National Geographic Asia and Head of China, stated regarding the collaboration: “National Geographic is pleased to partner with Yaoyue Travel to bring popular and distinctive National Geographic travel products from North America and Canada to Chinese consumers. We believe this is a great start. Going forward, National Geographic also looks forward to seeing more domestic travel routes, with the support of Yaoyue Travel, reach the international market and attract more overseas travelers to experience in-depth local culture.”
“National Geographic travel products are always dedicated to bringing unique travel experiences to every consumer who loves life and is full of curiosity. They offer opportunities for consumers to interact closely with National Geographic experts, invited photographers, and explorers in an educational and entertaining way,” emphasized Tim, Vice President of National Geographic Travel Business in the Asia-Pacific region, when discussing the features of National Geographic travel products.
The China-exclusive launch of "My East African Animal Diary" by Yaoyue and National Geographic was met with overwhelming market enthusiasm, selling out within a week — a clear indication of the strong demand for such products. Currently, the full range of Yaoyue–National Geographic series itineraries is ready for market launch, set to spark new trends in the travel industry and become a blessing for enthusiasts of in-depth travel.
Background Information on National Geographic
National Geographic Partners LLC (NGP) is a joint venture between National Geographic and 21st Century Fox. Since its founding 130 years ago, National Geographic has centered its development philosophy on exploration and understanding of the world. Today, NGP integrates global National Geographic TV channels, the National Geographic magazine, new media, brand licensing, National Geographic Travel, and experiential entertainment resources to share more, newer, and deeper insights with the public. Currently, National Geographic reaches over 730 million people across 171 countries in 45 languages. Meanwhile, NGP returns 27% of its annual revenue to the nonprofit National Geographic Society to support research, exploration, conservation, and education.