ITB China News 2018 - Day 2 Edition

SPECIAL FEATURE
LUXURY
9
From humble beginnings in Africa, Abercrombie & Kent has
today become a global organisation. So how is it evolving
in this part of the world? We put the question to Jonathan
Cheung, CEO of Abercrombie & Kent China.
As our founder Geoffrey Kent said,
real luxury has three hallmarks:
authenticity, flexibility and a sense
of well-being. Authenticity means
the experience is true to its place
and its traditions, incorporating
elements of the past and reflecting
the local culture. Flexibility refers
to service that anticipates your
needs and satisfies them in an
unobtrusive manner. Peace of
mind is the sense of well-being
that comes from traveling with a
first-class organisation staffed by
professionals for whom the word
“impossible” does not exist.
lodges and camps in one-ofa-kind
locations. Through our
network of on-site offices around
the world, we are able to deliver
by-invitation-only access to the
people and places that make each
of these destinations unique,
curating experiences beyond
the reach of ordinary travellers.
Many of our guests own their
own planes but understand the
challenges of seamlessly planning
and coordinating a multi-country
itinerary.
In Peru, AKP helps severely
impoverished Peruvian children
“to dream, to play, to hope”. We’re
also looking at establishing more
AKP projects in China.
What are your thoughts on the
initiative by Messe Berlin to
launch ITB China – now in its
second year?
As an international B2B travel
exhibition, ITB has proven its
leading positions in the market and
we are delighted to see it’s come
to China, just like A&K. China has
become one the largest and fastest
growing source markets of many
international industries, with ITB
China, more chances are offered
WE ARE
WORKING
WITH PARTNER
COMMUNITIES
ON EDUCATION,
HEALTH CARE,
CONSERVATION
AND ENTERPRISE
DEVELOPMENT
PROJECTS.
When travelling, people are
always looking for authentic
experiences, thus we offer our
clients not only exquisite viands
or fancy accommodation but also
chances to discover something
that others had rarely discovered
before. We have our own local
offices around the world. When
you travel with A&K, your guide
is always local, someone with
an intimate knowledge of the
destination. Our guides are experts
whose education, field research
and personal accomplishments
make them ideal companions.
Most importantly, they are cultural
interpreters who explain local
customs and offer thoughtful
insights that will transform your
understanding of the destination
and can arrange insider access
to places and people you would
never find on your own.
What kind of interest is for your
private jet ‘round the world tours?
Demand is strong with many
itineraries selling out within
weeks of being announced.
In China alone, we have seen
increasing interest in the private
jet experiences from our affluent
clients who enjoy their highflying
luxury lifestyles. Travelling
by private jet allows guests
to experience far more than a
conventional itinerary -- with
greater comfort. During those
private jet tours, these people
are offered a chance of meeting
like-minded people with a deep
curiosity about the world and
sharing exclusive insider access
experiences. These include
exclusive use of some of the
world’s finest hotels, boutique
When “Impossible”
Does Not Exist
Jonathan Cheung, CEO of Abercrombie & Kent China –
on the roadmap for this legendary organisation in this region
Geoffrey Kent is a champion of
sustainability. How does this get
translated into what you do?
The travel industry is in the
midst of a transformation
toward greater equity and
sustainability. At Abercrombie &
Kent Philanthropy (AKP), we are
dedicated to positively impacting
lives and livelihoods in the
communities where our guests
travel. We are equally committed
to ensuring guests learn about
our philanthropic investments
as an integral part of their travel
experience, and to witness and
engage. From Africa to Asia,
Latin America to the Antarctic,
we are working with partner
communities on education, health
care, conservation and enterprise
development projects. We now
have 41 projects in 19 countries
where we strive to work with our
community partners to address the
education, health care, enterprise
development/job creation and
conservation challenges they face.
I would like to share just a couple
of examples. In Cambodia, AKP
brings fresh, clean water to rural
areas, helping thousands of
villagers avoid deadly diseases.
to travel market professionals to
integrate resources and shape the
future together
Jonathan Cheung
CEO, Abercrombie & Kent China
ITB CHINA NEWS • Thursday 17 th May 2018