Hotels need a strategic roadmap and an innovative plan that goes beyond offering dim sums and congee in the breakfast menu.

chinaready To attract the growing segment of Chinese travellers, hotels must adapt their service and product offerings
"Your hotel needs a real change that breaks the cycle founded in stereotypes"
Chineses pending I am an image caption

An economic boom coupled with a fast growing middle class and an exponential rise in the number of millionaires, has fuelled the fire amongst the Chinese population to explore the world. International travel volume has grown rapidly over the past two decades and the country’s outbound travel market has overtaken US, Germany and UK to become the fastest growing in the world. And not only has China become the darling of the travel market, they are spending more per trip. According to World Tourism Organisation, in 2012, 83 million mainland Chinese spent USD 102 billion abroad. What is most fascinating is given the size of China’s population the market size is still modest. So far bulk of the travel has originated from only two of China’s cities – Beijing and Shanghai. One can only imagine the unprecedented growth that can be expected with other major cities joining forces to travel abroad.

Chinese Out bound Ranking

Historically, the largest number of trips made by the Chinese has been to mainland and greater Chinese regions. In the last 4 years however significant growth is witnessed to other regions including USA, Russia, Europe, Latin America and Africa. Today most hotels globally would count the Chinese Geographic segmentation as a statistically significant source market.

From a hotel perspective, bombarded with so many alien stimulations, many of these travellers yearn for a taste of home while abroad and some brands like Starwood and Accor have responded – at least regionally. From an assorted tea selection in room to translated menu’s as well as numerous Chinese-speaking staff equipped to handle the spikes of tour-bus traffic, a lot of chains have some form of China ready compliance kit that is implemented. However, it is not enough to package this geographic segment as an Emerging market and view it as a buffer for loss of business from US and Europe. Employing Mandarin-speaking staff to offering seamless shopping holidays

Chinese Louis Vuitton Queue Luxury retailers identified early the need to
tailor their offerings to Chinese customers.
to typical Chinese meals is just the beginning. When do the Chinese guests travel? How do they book their holidays? Do they really travel in groups? What is the significance of your hotel name in Chinese? What colours, numbers are lucky? What is more aspirational a cultural discovery a spa treatment or shopping? Does the hotel brand universally accept Union Pay? Going forward, it is all going to be about continuing to focus on a hotel brand’s ability to connect with customers in China. A large component of this can be further strengthened by connecting with the younger Chinese via online marketing efforts. The role of the Internet is far more important in China than it is in other markets. What companies need to work out are subtle ways to gain a reputation as a Chinese-friendly operation.

Leveraging our proprietary Think-Plan-Act™ model, we are launching a three-step strategic process that can help hotels convert their existing services for the Chinese traveller into a competitive value proposition.

“The Think-Plan-Act™ model is a three-step strategic process that help hotels tailor their services to Chinese guests”

TPA China Bridge.over Group’s Think-Plan-Act™ model helps hotels look at their distribution, products and services in an integrated way.

Our China Readiness model will diagnose the China readiness of individual properties, provide a customised and dynamic integration plan that leverages the power of Chinese cultural understanding to drive performance and finally enable you to implement changes that will make it possible to better serve the Chinese travellers and establish a standard level of service across the board. Your hotel needs a real change that breaks the cycle founded in stereotypes. Not superficial ones. China is ready. Are you?

Back to featured articles