FEATURE |
Brands for W
hile Western travellers visiting China are often taken aback by the high level of service offered in local hotels, Chinese
guests visiting internationally-branded properties are experiencing the same notions in reverse. From a lack of Chinese language menus to no congee at breakfast: the difference in amenities may lie in the detail, but getting it right can make a big difference. The majority of
international hotel chains now have properties operating in mainland China, catering to Western travellers as well as to a growing number of western- oriented Chinese. Some however, are looking to push the relevance factor to a new level. Last year, Hilton announced its Huanying programme (Chinese for welcome), in which properties outside of China are certified as being ‘Chinese friendly’ by offering amenities
48 Sleeper China 2012
e Chinese Consumer
In an effort to tap into China’s travel market, hotel groups are developing strategies to become more culturally relevant, finds Jens Thraenhart.
deemed important for the Chinese traveller, including a front desk associate fluent in Mandarin, guestroom amenities such as Chinese tea, slippers, and Chinese TV channels, as well as breakfast items of congee, dim sum, and noodles. With aggressive growth plans in the
People’s Republic, Starwood Hotels transferred its corporate head office to Shanghai from New York for a few weeks last year to immerse senior staff in the region, while InterContinental Hotels Group (IHG) has launched the first China-focused hotel brand, purpose built for Chinese travellers. Hualuxe Hotels & Resorts takes its name from the Chinese word ‘hua’ for majestic, and the English word ‘luxe’ for luxury, and is based on the elements of ‘tradition’, ‘rejuvenation’, ‘status’ and ‘familiar spaces’. With extensive brand development and investment, the plan is to launch in 100 cities across China over the next 15-20 years, and extend the brand overseas. According to IHG Greater China CEO Keith Barr, everything from interior design, food and beverage offering, and VIP arrival will be tailored to the Chinese traveller. Kempinski Hotels & Resorts, with its Kempinski Beijing Lufthansa Center having been one of the first international luxury hotels in China, is taking a multi-pronged approach to the market. In addition to introducing hotels in second and third tier cities, the group is looking to expand outside
of China with hip budget brand Tangram Hotels, and is in the process of launching new luxury brand Nuo, which will be developed only in China. Accor seems to have similar ideas, but is
taking a short-cut approach by repositioning its existing Grand Mercure brand for upscale Chinese consumers. It plans to open 65 hotels by 2015.
China-based Jin Jiang Hotels feels to be in the best position to cater to Chinese consumers, not just on the mainland, but also outside the region, according to its new German-born CEO Bernold Schroeder. Ranked as the largest hotel company in China and twelfth largest globally, Jin Jiang is marketed as the authentic hotel chain from China. Currently many of its grand heritage properties are managed by foreign groups – the legendary Peace Hotel in Shanghai is managed by Fairmont Hotels & Resorts for example – but Jin Jiang is looking to strengthen its own name going forward. A partnership with the French Louvre Hotels Group has produced the Campanile and Jin Jiang Inn co-branded initiative as a way of cashing in on the growing number of Chinese tourists visiting France. Most recently, Beijing Tourism Group,
Great Ocean Group and GHM (General Hotel Management) have announced a partnership to launch Ahn Luh, a luxury resort brand for the Chinese market. GHM has the experience in this sector having
© Elwynn -
Fotolia.com
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