Introducing the “Luxury Wellness Journey” — Connecting Travel with the Well-Being of Body, Mind, and Life
It is widely recognised that divana is a leading Thai luxury wellness and fragrance brand. Most recently, divana announced a strategic collaboration with China Airlines, Taiwan’s leading international airline, to introduce the concept of “Luxury Wellness Journey” — bringing together the world of travel and the essence of Thai Wellness through curated products, relaxation experiences, spa services, exclusive privileges, and collaborative activities.
The partnership aims to redefine the meaning of travel — moving beyond simply “reaching a destination” towards a more meaningful journey that places greater emphasis on rest, rejuvenation, well-being, and quality of life throughout every stage of the journey.
The collaboration will run from 1 September 2026 to 31 March 2027, with both brands working together to create a seamless experience that begins before departure, continues throughout the journey, and extends to the moment travellers arrive in Thailand — culminating in opportunities to relax, recharge, and take care of themselves at their destination.
The way people travel is evolving. For today’s modern traveller, travel is no longer simply about moving from one place to another. Increasingly, travellers are seeking experiences that help create greater balance between body, mind, relaxation, and overall quality of life.
Building on this shift, divana and China Airlines are bringing together the strengths of two complementary industries — China Airlines’ extensive international travel network and global traveller base, together with divana’s expertise and heritage in Thai Wellness — to create a new kind of Customer Journey, where wellness travels alongside the passenger.
This collaboration is therefore designed to be more than a short-term marketing campaign. It represents another significant step towards developing a “Wellness Travel Ecosystem” that seamlessly connects Travel – Wellness – Lifestyle within a single journey, while highlighting Thailand’s potential as a world-class wellness destination for travellers from around the globe.
Under the Luxury Wellness Journey, China Airlines customers will be able to experience divana through a variety of meaningful touchpoints. China Airlines will provide selected divana products to its VIP customers, introducing the essence of Thai Wellness even before their journey begins.
Meanwhile, eligible passengers and members will receive exclusive privileges on selected divana products and services, including spa experiences, with discounts of up to 20%, subject to the terms and conditions of the programme.
In return, divana members will have the opportunity to access exclusive benefits from China Airlines, subject to the programme’s terms and conditions. This creates a genuine reciprocal relationship, delivering added value to the customer communities of both brands.
Through this collaboration, divana and China Airlines aim to create a new definition of travel — one where the journey is not only about where you go, but also about how you feel along the way.
