Shawn Ong on China’s Next Chapter in Luxury Travel

The Visionary profiles the individuals redefining creativity and leadership in China’s evolving landscape—from fashion and art to technology and business. Through in-depth interviews and sharp analysis, this column unveils the minds driving innovation, exploring their inspirations, challenges, and the lasting impact of their work. These trailblazers aren’t just keeping pace with change; they’re leading it.

China’s travel sector has undergone a profound transformation and rise in consumer sophistication over the past decade, and few voices have guided its trajectory with more clarity and vision than Shawn Ong. With his pulse on global trends and a flair for local nuance, Ong brings a distinct perspective to a rapidly shifting landscape.

Ong, Editor-in-Chief of Condé Nast Traveler China since 2012, has built a legacy as one of the most influential figures in the travel and lifestyle media landscape. With over two decades of global media experience, the Malaysian-born media veteran has transformed the iconic brand into a multimedia powerhouse, leading it through a dynamic era of travel evolution marked by digital transformation, cultural shifts, and a redefinition of luxury.

Ong’s inclusion in the Luxury Through a New Lens: 2025 Jingzhi China Vision Report underscores his status as one of the 25 esteemed thought leaders charting the future of Chinese luxury. His insights serve as a lens through which to understand not just the direction of travel media but the broader aspirations of China’s next generation of luxury consumers.

“China’s travel and hospitality industry faces challenges like uneven outbound recovery,” Ong says. Despite visa restrictions and shifting geopolitical dynamics, “the sector presents significant growth opportunities.”

This potential is best embodied in the rising embrace of jingzhi (精致)—a refined, intentional approach to luxury that values craftsmanship, cultural authenticity, and personal enrichment.

That ethos is evident in the changing travel patterns of Chinese consumers. Weekend shopping trips have given way to slow-living escapes in bamboo forests, and retreats focused on yoga, meditation, and reconnection with nature. Three years of closed borders during the pandemic fostered a renewed appreciation for domestic destinations and hidden gems, pushing the industry to recalibrate around values of wellness, sustainability, and emotional fulfillment.

Under Ong’s leadership, Condé Nast Traveler China has responded to this paradigm shift with a bold editorial evolution. “Our editorial strategy has moved beyond showcasing destinations to curating emotional journeys,” he explains. “We’re putting greater emphasis on storytelling that weaves together culture, sustainability, and personalization. It’s not just about where to go, but why it matters.”

This narrative depth is matched by a commitment to digital innovation. Ong has championed using AI-powered content curation, live streaming, short-form video, and social commerce to engage audiences across platforms. “Technology has completely reshaped how travelers discover and plan,” he says. “We are leveraging digital innovation to engage them in more immersive, interactive ways.”

Beyond media, Ong is known for championing social and environmental causes within the travel industry. He has spearheaded impactful partnerships and initiatives that spotlight responsible tourism, community engagement, and conservation. As Chinese travelers become more aware of their environmental and cultural footprints, Ong believes media is critical in guiding mindful exploration.

“Luxury travel is becoming less about display and more about depth,” Ong says. “Our role at Condé Nast Traveler China is to guide, curate, and celebrate the journeys that truly resonate with modern Chinese travelers.”

Looking ahead to 2025, Ong sees immense opportunity for brands that align with the jingzhi lifestyle—one defined by sophistication, authenticity, and personal significance. “Experiences that blend art, craftsmanship, and local heritage will continue to thrive, whether it’s private access to historical landmarks, curated gastronomy tours, or bespoke fashion and design journeys,” he says in the report.

Chinese high-net-worth travelers are venturing beyond conventional destinations to seek the unexpected. From the art islands of Japan and the medinas of Morocco to sustainable lodges in Africa and curated fashion journeys in Europe, experiences that blend exclusivity with emotional resonance are in high demand. “Access, personalization, and cultural immersion—that’s the new definition of luxury,” Ong explains.

To navigate this evolving market, aligning with the new mindset of discerning and experience-driven travelers is crucial. Brands must curate experiences grounded in craftsmanship, heritage, and authenticity. They must excel at digital and social storytelling with interactive and AI-powered content across platforms. Luxury must be redefined to reflect wellness, sustainability, and depth rather than extravagance. And brands must be nimble in responding to shifting travel patterns, particularly the growing demand for personalized, high-touch regional experiences.

Ong believes that success in this environment will belong to those who understand that travel is no longer simply about movement but meaning. “At Condé Nast Traveler China, we see the future of travel as personal, digital-first, and story-driven,” he says. “Brands that understand this will resonate most with China’s next generation of travelers.”

In a marketplace where taste, technology, and tradition increasingly converge, Ong is more than a media leader. He is a cultural translator, shaping how China dreams, travels, and connects with the world. Through his editorial vision and relentless innovation, the journeys he curates speak to something deeper: a new era of travel that is thoughtful, emotionally rich, and unmistakably jingzhi.