CASE STUDY: Academic Partnership with Hong Kong Polytechnic University
At Sigmund, we believe in the power of real-world collaboration between tourism entrepreneurs and academia. One of our latest partnerships brought that mission to life—connecting Aarya Village Travel (AVT), a luxury and sustainability-focused operator in Nepal, with the School of Hotel & Tourism Management at The Hong Kong Polytechnic University (SHTM).
The goal? Help AVT gain a clear understanding of the affluent Chinese-speaking market and chart a strategic path into Hong Kong and Mainland China.
The Project: Insight Meets Action
Over a four-month period, a team of master’s students conducted deep-dive research for AVT. The project combined a survey of 135 qualified luxury travelers with in-depth interviews. Every participant had either traveled to the Himalayas—or planned to—within five years, and all had prior luxury travel experience.
What They Discovered
Three insights emerged:
A Clear Core Audience
The data revealed a well-defined segment: predominantly young (ages 20–29), female, highly educated, and experience-driven travelers. These women made up 60% of respondents, and over 80% held at least a bachelor’s degree—perfectly aligned with AVT’s “rustic luxury” brand.Strong Appetite for Himalayan Luxury
Over 90% of travelers had taken a luxury trip in the past year. More than 80% plan to visit the Himalayas within five. Budget expectations? Between USD 1,000 and 10,000 per trip—validating AVT’s high-end itinerary focus.Digital is Non-Negotiable
Platforms like WeChat, Douyin, and RedNote dominate the planning process. These travelers seek curated journeys, expert-led content, and immersive visuals—guided by influencers and trusted opinion leaders.
The Deliverables: Strategy With Teeth
The final output was a comprehensive 163-page report detailing:
Audience insights
Competitive analysis
A focused 1–2 year marketing plan
Actionable recommendations on OTAs, partnerships, and content strategy
AVT called the work “deep, practical, and immediately valuable.” They now have a roadmap for digital engagement and partnership development that is already informing their next phase of growth.
This case reflects what Sigmund stands for: real research, real entrepreneurs, and real impact. AVT walked away with no-cost intelligence and a clearer picture of how to engage the next generation of Chinese luxury travelers.
We’re proud to play a small part in building those bridges—and we’re always looking for the next entrepreneur–university match.
