INNOVATORS – Flying Back Home

About

Hong Kong Citizens (Living in HK or Abroad) Speaks Cantonese & English.

Loyal to their national carrier. Mostly or always fly Cathay for their travels. Have had a long relationship with Cathay.

Are Marco Polo members. May travel for business or leisure. Occasionally gets upgraded because of their status.

Age

Ranges

Education

Ranges, but usually have had at least some college education.

Occupation

Varies

 

Income

$35,000 - 75,000 USD

Brands

Tung Chun, Lee Kum Kee, Espirit, Shanghai Tang, Giordano, UNIQLO, Vita Green Lingzhi, foodrepublic, Nike, Puma

Attributes

Loyal Customer, Dependable Listener, Patriotic Citizen, Proud Contributor, Justice Seeker

 
 

Early Adopters – Strictly Business

About

Citizens of another country outside of Hong Kong. May or may not speak English fluently. Trilingual. Married with kids and live abroad.

Usually fly Business Class with Cathay Pacific. Travel on Cathay because of flight frequencies, ideal transfer times, destinations in or around Hong Kong.

High ranked Marco Polo member. Travel expenses paid for but accumulates miles.

Age

30-65

Education

College and Masters Education or Above

Occupation

Business People (eg. Sales, Marketing, Consultants, Manufacturers, Designers, etc.)

Income

$45,000 - 90,000+ USD

Brands

Banana Republic, Men’s Wearhouse, Armani, Salvatore Ferragamo Italia, Cole Haan, Hugo Boss, J. Crew, Zara, Calvin Klein, BMW, Lexus, Mercedes-Benz, Rolex

Attributes

Frequent Flier, Road Warrior, Compulsive Lounge Hopper, Ambitious Executive

 
 

Early Majority – New Kid on the Block

About

Live in another country outside of Hong Kong. May or may not speak English fluently. Bilingual.

Flies occasionally with Cathay Pacific. Travel on Cathay because of arrival in a destination in or around Hong Kong. Would like to do a little bit of sightseeing later.

Thinking about becoming a Marco Polo member. Travel expenses paid for.

Age

27-35

Education

College Education

Occupation

Business People (eg. Sales, Marketing, Consultants, Manufacturers, Designers, etc.)

Income

$35,000 - 60,000+ USD

Brands

Harry’s, Levi’s, Nike, Express, Samovar, Gentleman’s Box, Sony, Umami, Mazda

Attributes

Bold Entrepreneur, Living-in-the-Moment Dreamer, Hopeless Romantic, Diligent Businessperson, Dynamic Pragmatist

 
 

Early Majority – The Relocated Expat

About

Citizens of another country outside of Hong Kong. May speak one or more language on top of English. Working abroad in Asia but living with family.

Fly Cathay Pacific’s Business Class between HK and America/Europe due to convenience.

Marco Polo member. Travel expenses paid for but pay for personal, family & vacation trips.

Age

29-55+

Education

College Education or Above

Occupation

Finance, Marketing, Sales

Income

$65,000 - 85,000+ USD

Brands

Apple, Samsung, Nike, Adidas, Sony, GAP, MUJI, Piccolo House

Attributes

Dependable Breadwinner, Adaptable Nomad, Responsible Parents, Open-minded Scouts

 
 

Late Majority – The Vacationing Family

About

Lives in another country outside of Hong Kong. Families with young kids. May speak little or no English.

Vacations together as a family.

Will look for the most reasonable ticket prices. Not loyal to any particular airline but prefer their national carrier. Search online for the best deals.

Age

27-40+

Education

Some or Complete College Education

Occupation

Office Worker, Teacher, Housewife

Income

$35,000 - 50,000 USD

Brands

IKEA, McDonald’s, Disney, Wal-mart, Volvo, Honda, Toyota

Attributes

Loving Family, Loud Bunch, Frugal Spenders, Careful Guardians, Curious Explorers

 
 

Late Majority – Just for Fun

About

Citizens of another country outside of Hong Kong. Now living and working in HK. Speak prior language but picking up on Cantonese.

Travel extensively and mostly for leisure. Love local culture.

Age

17-30

Education

Little or Some College Education

Occupation

Students, Teachers (Abroad Programs), Office Workers

Income

$25,000 -30,000+ USD

Brands

IKEA, Trader Joe's, Hyundai, Anthropologie, REI, Your Local Pawn Shop

Attributes

Adventurous Backpacker, Social Butterfly, Bubbly Optimist, Carefree Wanderer, Freed Artist

 
 

Laggards – Young Professional

About

Young citizens of Hong Kong. Living and going to school.

Very loyal to Hong Kong. Would like to change Hong Kong for the better.

Travel on Cathay only with parents on vacations.

Age

5-17

Education

Elementary to High School

Occupation

Students

Income

None, Dependent on Parents

Brands

Jansport, McDonald’s, Nintendo, Lego

Attributes

Innocent Angel, Determined Activist, Patriotic Ambassador, Young Advocate, Hardworking Overacheiver

 
 

Personas

 
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