The Set
Introduce world's best luxury hotels to Chinese travelers
Client
The Set
Industry
Luxury Hotels & Resorts
Website
We have been working with The Set Collection, a distinguished premium brand representing 19 (and expanding) like-minded independent luxury hotels worldwide, to establish its presence in the Chinese market and fostering a strong connection with the Chinese luxury travelers.
The Problem
After a thorough analysis of The Set Collection's objectives and business strategy, we identified WeChat and RED (or Little Red Book, Xiaohongshu) as the primary platforms for brand activation to engage with the market. We designated WeChat as the main point of contact for the brand's many partners, while RED serves as the consumer-facing storefront, leveraging its powerful recommendation algorithm. Collaborating closely with The Set Collection's global marketing team, we delivered carefully designed, properly localized, and seamlessly consistent communication to resonate with Chinese travelers.
The Solution
Touch in digital design starts with how users physically interact with an interface. Whether it’s through a smartphone screen, a tablet, or a haptic-enabled device, the tactile element is the bridge between humans and technology. This connection, while seemingly straightforward, is a complex interplay of responsiveness, feedback, and user expectations. Designers must think beyond the simple act of tapping; they must create interactions that feel intuitive and satisfying at every stage. This connection, while seemingly straightforward, is a complex interplay of responsiveness, feedback, and user expectations.
Feedback
“Most consultants talk about understanding luxury markets. Andersen actually demonstrated it. The platform they developed now serves as our global standard for digital retail.”
Philippe Laurent
Global Digital Head
