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The choice group is established in 2014, and our headquarters is located in Shanghai.
In 2015, the choice group established the travel brand called “the choice travel”. The choice travel is a luxury travel brand that focuses on inspiration, creativity and exclusive butler service. Dedicated to the destination, we aim to create exceptional travel plans and experiences for each unique guest. Guests will be exposed to amazing new experiences through the local culture and nature in a refreshing new way.
In 2019, the choice travel won the “the best performance for luxury travel brand” published by Hurun.
In 2019, the choice travel won the “the most popular travel brand” published by Hongdian Culture.
The group founder Fernando Yang has been working in hotels, restaurants, and tourism for a total of over 20 years. He has accumulated a wealth of experience through his work. He believes travel is just like these life experiences. It can lead travellers to explore the unknown and enrich their lives. Fernando wanted to pass on his experience and emotions that he accumulated in his life through travel. That is why he founded “the choice group”, to share his unique and cherished experiences with more people.
We believe life and travel are inseparable, and everyone is a life traveller. We are committed to providing guests with the “choice” of travel. Designing exquisite customised itineraries, tailored to individual needs and life experiences.