LSN : Daily Signals : Stat: China’s record travel surge signals opportunity for outdoor brands

M&S turns compliments into a marketing strategy

M&S, UK

UK – Retailer Marks & Spencer is building its positioning around positivity and everyday affirmation with a new campaign encouraging shoppers to share compliments. The retailer has appointed Gillian Anderson as its first-ever chief compliments officer to front the next phase of its Love That platform, which promotes small moments of recognition around personal style.

The campaign coincides with the launch of the M&S Spring Style collection and includes a 90-second hero film depicting Anderson spreading compliments in everyday settings.

The newly created role is positioned as a playful reimagining of a traditional celebrity partnership, shifting beyond the straightforward brand ambassador model. In our Future Forecast 2026: Marketing, Advertising and Branding report, we explore the recalibration of the relationship between fame and creativity, as public figures increasingly use their lived expertise and cultural authority to shape brand narratives.

Strategic opportunity

Move beyond passive celebrity endorsements by creating participatory brand roles that invite public figures to actively shape storytelling and customer interaction. Design job titles and content formats that turn cultural authority into ongoing brand engagement

Pinterest reveals how parents are designing tech-free childhoods

Global – Parents are increasingly seeking ways to raise children away from screens, according to a new parenting trends report from Pinterest.

The Parenting Trend Report says that searches for ‘screen free activities’ have risen 200% year-on-year, while ‘no phone summer’ is up 340% and ‘family traditions ideas’ has climbed by 200%, signalling a growing desire for more intentional, offline family life.

Education is also moving beyond the classroom. Searches for ‘educational activities for kids’ have surged 280%, alongside a 65% increase in ‘outdoor learning’, suggesting parents are blending everyday routines with nature-based experiences.

At home, families are prioritising life skills and physical play, with searches for ‘fun physical activities for kids’ rising 340%, reflecting a shift toward slower, more hands-on childhood experiences.

The report, based on Pinterest internal search data from November 2024–2025, confirms insights from our Gen Z Parents Communities report. We used proprietary Future:Poll data and qualitative interviews with eight parents to paint a picture of how the world’s youngest generation are growing up. The report highlights a resistance to technology and interest in alternative educational paths and neo-family dynamics as defining traits of modern parenting.

KiwiCo, US

Strategic opportunity

Design products, travel experiences and services that encourage offline play, nature exploration and family rituals to help parents replace screen time with memorable real-world activities

Stat: China’s record travel surge signals opportunity for outdoor brands

Photography by Ricky Esquivel

China – China’s 2026 Spring Festival generated record-breaking travel and spending, underscoring the scale of domestic mobility and the country’s growing appetite for active lifestyles.

During the official nine-day holiday (17–25 February 2026), 596m domestic trips were recorded, according to China’s Ministry of Culture and Tourism, an increase of 95m compared with the previous year. Tourism spending reached £92bn ($116bn, €107bn), a new record (source: SGI Europe).

The broader travel period (chūnyùn) covers 40 days, when cross-regional passenger trips exceeded 2.8bn, while a single-day peak of 380m travellers was recorded on 22 February. Rail transport carried 121m passengers, while civil aviation handled more than 22m travellers.

Insights shared by Sporting Goods Intelligence reveal that this booming domestic tourism has become a gateway to outdoor activity, highlighting opportunity for targeted activewear and outdoor innovation. Running leads participation among Chinese people (58%), followed by hiking (52%) and cycling (43%).

According to Hot Pot China strategist Adam Sandzer, Chinese consumers are also upgrading within the outdoor category. While Western markets are trading down, China’s active lifestyle segment is moving toward ‘superior materials, advanced technology and brands aligned with aspirational, health-oriented identities’.

We unpacked the behaviours and opportunities for brands to appeal to neo-Chinese tourists in our ITB Berlin 2025 event round-up. For the latest shifts shaping the travel industry, look out for our ITB Berlin 2026 analysis, coming soon.

Strategic opportunity

Align product launches and campaigns with regional holidays such as Spring Festival and create performance-driven outerwear and immersive experiences tailored to neo-Chinese travellers’ active, wellness-focused lifestyles