French Vogue... Now in Mandarin
By Sarah Khan
The editors at T+L have been tracking the growing trend of global hotel brands catering to the needs and preferences of Chinese tourists—as we noted in our June issue, 78 million Chinese are expected to travel abroad this year, spending upwards of $80 billion. So it comes as little surprise that hotels are offering unique touches in the form of Chinese-language newspapers and TV channels, dim sum and congee on the menu, and avoiding the number 4 in room and floor assignments (it's considered unlucky).
Now magazines are hip to the trend as well. Noting that Chinese tourists in France are expected to double this decade, from 900,000 in 2011 to more than 2 million in 2020, the venerable French Vogue is launching Vogue Travel in France, a biannual lifestyle edition that's entirely in Mandarin. Chinese visitors will read all about French gastronomy, design, art, and, of course, fashion, all from the ultimate style bible itself. The first issue will be out this month, and will be available on newsstands as well as in five-star hotels and exclusive retailers.
Sarah Khan is a senior copy editor at Travel + Leisure. You can follow her on Twitter @BySarahKhan.