09. The ninth thing: good hospitality, to one another.
Our house rule. It shows up in everything we make.
Representation · Marketing · Trade · Singapore
Joyful luxury,
in Asia's voice.
A Singapore tourism marketing and strategy consultancy for the hotels, destinations and hospitality brands of Asia-Pacific and the Middle East. We become your team in the markets you're selling to, with the local knowledge of a regional hire, at a fraction of the cost.
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We believe luxury, today,
is the gift of time,
and the rare pleasure of
being looked after, well.
Our manifesto, in one line
01 · Who We're For
Built for the people
who fill the rooms.
If you sell a place, whether a hotel, a country, or an experience, to travellers in Asia and the Middle East, this is the work we do.
i.
Hotels & resorts
New builds, reopenings and independents who need a presence in their source markets, without opening an office in each one.
Hotels · Resorts · Groups
ii.
Tourism boards & DMOs
Destinations selling into Asia and the Gulf who want honest counsel, real local knowledge, and a travel trade pipeline that moves visitors.
DMOs · NTOs · Regions
iii.
Travel & hospitality brands
Operators, platforms and luxury houses entering a region they don't yet have the network, or the nuance, for it.
Operators · Platforms · Brands
02 · The Practice
Eight disciplines,
done quietly well.
Take the whole house on retainer, or one discipline in one market. We are deliberately small: we pick the rooms we enter, and we stay until the work is right.
01.
Representation & trade sales
Your sales office in-market: sales calls, agent training, luxury consortia and MICE buyers, from Singapore to Shanghai to Dubai.
Hotels · Resorts · DMOs
02.
Market research & entry
Before you spend in a market, know it. Demand, source markets, competitors and the trade, read plainly, in language you can act on.
Hotels · DMOs · Brands
03.
Brand & positioning
For new hotels, reopenings and destinations finding their voice: the architecture beneath the welcome.
Hotels · Destinations
04.
Partnerships & distribution
B2B travel trade distribution and OTA strategy that performs, built on relationships, measured in nights, not impressions.
Hotels · Operators
05.
Marketing & campaigns
Consumer and trade campaigns planned on booking windows and seasonality, sized to the year you actually have.
Hotels · DMOs
06.
PR & communications
Editorial coverage, media relations and fam trips, with counsel calm enough for a difficult week.
Hotels · DMOs · Brands
07.
Events, roadshows & tradeshows
Tradeshow programmes from ILTM Shanghai to ATM Dubai, roadshows and standalone activations, owned end to end.
Hotels · DMOs
08.
Social, KOL & Chinese platforms
WeChat, Xiaohongshu and Douyin beside the usual channels: KOL programmes that read native, never translated.
Hotels · DMOs · Brands
悦
Pillar I · Quiet luxury
Pillar I
Quiet luxury.
The kind that doesn't announce itself. The 12-room ryokan on the Noto coast. The desert lodge beyond AlUla you book a year ahead. The reopening that doesn't shout, but is full by the second weekend.
03 · The Network
Twenty markets.
As many alphabets.
We don't run global playbooks across Asian and Gulf destinations. We start with the room, the route, the regulator, then write a plan that could only have been written for you.
Representation lives and dies on who picks up the phone. Ours is a network built in person over fifteen years, deepest in mainland China: the tier 1 cities, the luxury trade floors, and the platforms where Chinese travellers actually decide.
04
Tier 1 China cities
in the network
in the network
20+
Markets across
two regions
two regions
15+
Years of trade
relationships
relationships
WeChat 微信
Xiaohongshu 小红书
Douyin 抖音
Mainland China · Luxury events
Three tier 1 cities, one programme.
A hybrid client-event programme for HSBC Global Wealth, delivered across Shanghai, Beijing and Shenzhen on consecutive days.
Read the case
Mainland China · Travel trade
ILTM Shanghai, on the floor.
Buyer relationships built in person at Asia's flagship luxury travel show, for hotels and destinations selling into China.
Australia · Offline activation
Singapore, staged in Sydney.
A consumer activation for a leading Asia-Pacific travel platform, restaging Singapore's icons and flavours to reopen Australian demand.
See the work
Greater China
- Shanghai 上海
- Beijing 北京
- Shenzhen 深圳
- Guangzhou 广州
- Hong Kong 香港
North Asia
- Tokyo
- Osaka
- Hokkaido
- Seoul
Southeast Asia & Pacific
- Singapore
- Bangkok
- Kuala Lumpur
- Bali
- Hanoi
- Sydney
The Gulf
- Dubai
- Abu Dhabi
- Doha
- Riyadh
- Jeddah
Pillar II
Warm intelligence.
Data with a pulse. We measure what matters: nights, source markets, channel mix. Then we sit with the GM, the DMO, the brand director, and we figure out what to do about it.
Pillar II · Warm intelligence
04 · The Engagement
A team in-market,
without the headcount.
Most hotels and destinations don't need another agency, or a full-time hire in a market they're still learning. They need someone who already knows the room, on a retainer they can size to the year ahead.
A full-time in-market hire
The usual way
- One salary, plus benefits, visa, desk and ramp-up.
- Six to twelve months to build a local network.
- One person's relationships, and one person's blind spots.
- A fixed cost, whether the calendar is busy or quiet.
- Coverage of one market, on one timezone.
On retainer
A retained partner
The Happiness Collective
- A fraction of a full-time salary. No overheads, no headcount.
- A network across Asia and the Gulf, from day one.
- Fifteen years of trade relationships, already warm.
- A retainer you scale to the season, not the org chart.
- Two regions, many markets, one point of contact.
No vast retainers. No twelve-month ramp. You keep the upside. We keep the relationships warm.
06 · The Approach
Assess. Strategise.
Execute.
No vast retainers, no opaque dashboards. A small team, a clear plan, and the rare pleasure of someone who picks up the phone.
i.
Assess
Two to four weeks. We sit with you in the room, audit the marketing, the partnerships, the brand, then bring back what we see, plainly.
ii.
Strategise
A working plan, set on the calendar of your year. Channels, partners, source markets, moments. Built around the room, not the rate card.
iii.
Execute
We stay. Campaigns, contracts, activations, events. Monthly readouts you can read on the train, not decks you'll never open.
07 · The Collective
Serial hosts,
by trade and by nature.
The Happiness Collective is a deliberately small team that has spent fifteen years building partnerships across the travel ecosystems of Asia, the Pacific and the Middle East: from luxury hospitality in Las Vegas and Shanghai, to regional partnerships for a global B2B travel-distribution platform, to experience commerce at one of Asia's leading travel platforms.
We read rooms for a living. We think the best marketing in hospitality still happens between two people, in a lobby, after the bags are up.
15+Years in travel
& hospitality
& hospitality
2Regions
Asia & the Gulf
Asia & the Gulf
01Senior team
no hand-offs
no hand-offs
Luxury Hospitality · Las Vegas & Shanghai
Experience Commerce · Strategic Partnerships
Global B2B Travel Distribution · APAC
ILTM Shanghai · ATM Dubai · ITB Asia
08 · Begin a conversation
Let's make
a place loved.
A new hotel, a reopening, a destination finding its second act. If you'd like to talk, we'd like to listen.