At KKday headquarters, CEO Chen Mingming recalled his longing for the "high-end travel market." He had searched for the ideal candidate many times but had been unsuccessful. By chance, he met the perfect leader for this market: Jenny Tsai. At that time, serving as the CFO, she successfully raised US$75 million in just three months during the most difficult period of the pandemic, shattering the industry's pessimistic predictions and shocking the entire sector.
"Jenny Tsai is a daring, persistent, trustworthy, and persuasive person," Chen Mingming said. "She demonstrated incredible charm and confidence in front of investors, making people firmly believe in her vision." These qualities were exactly what Chen Mingming had been looking for.
Having previously worked in institutional sales at foreign securities and investment banks, serving high-net-worth clients both domestically and internationally, Tsai had a deep understanding of the preferences and lifestyles of high-end customers. Her extensive experience, professional knowledge, and accumulated resources in the high-end goods sector convinced Chen Mingming that she was the best candidate to lead KKday into the high-end travel market.
Creating a High-End Membership-Based Travel Service: The Birth of FineDayClub
"I experienced SARS, and I knew that after the pandemic, high-net-worth individuals would engage in revenge spending and travel abroad," Chen Mingming said. For this reason, in December 2020, during the pandemic, Chen Mingming and Tsai collaborated to create the membership-based FineDayClub, offering "top-tier travel experiences" to high-end clients. In the first two years of its establishment, FineDayClub focused on domestic high-end dining collaborations, such as partnering with the renowned restaurant RAW to launch "We Are What We Eat: Seed," a combination of cuisine, VR, and behavioral art, curating a "curatorial mobile art boutique new food trend." At the same time, it also collaborated with several high-end accommodations, offering unique accommodation choices during the staycation trend. All of this relied entirely on word-of-mouth marketing, successfully attracting a precise group of high-end members.
Precise Selection to Meet the Needs of High-End Customers
Tsai recalled, "We built it up step by step, never rushing for quick success. We steadily accumulated resources with suppliers and partners, making FineDayClub a 'private bank' in the travel industry, fulfilling the various needs of high-net-worth individuals as much as possible, and being able to quickly provide the best solutions when they have urgent needs." With the opening of outbound travel in the third year, FineDayClub, with its "curated selection" approach, recommended carefully selected "accommodation products" and "itinerary experience planning" to high-end members. This dedication and professionalism led to a rapid increase in the number of members to 15,000, making it an indispensable "top-tier travel integration consultant" in the minds of members.
Looking to the Future: Continuously Cultivating the High-End Market
With her outstanding leadership and market insight, Tsai has created a brand-new high-end travel landscape. Now, many high-end brands are collaborating with FineDayClub, hoping to reach the "most precise customer base." In the future, Tsai's next step will be to further enhance FineDayClub's market influence, lead the team to establish a foothold in Asia and look globally, and cultivate high-end accommodation experiences in Taiwan, allowing more international travelers to experience Taiwan's "human touch" high-end service.
"I believe that as long as we stick to our original intention and focus on the needs of our customers, we will definitely be able to create greater value," she said. This passionate and intelligent leader is gradually realizing her dream, bringing a new look to the high-end travel market.
Photo credited: FineDayClub
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