tmount
Administrator
There’s a great interview that I found rather enlightening in the latest Business Traveller magazine (yes, I still get it in print!) with Hilton Worldwide’s Rob Palleschi, Global Head for full service brands, and Jon Scofield, Senior Director for full service / luxury operations, talking about Hilton actively targeting the Chinese inbound travel market. I found this especially interesting, as they cited:
I find the changing trends interesting, for example, Hilton cites, that more than 50 percent of Chinese travelers are now booking a hotel without a tour guide. This is different from my experiences traveling regionally around Asia (e.g. Seoul, Thailand, etc.), but, its really not all that surprising. So, what is Hilton doing that is so special?
Hilton’s Huanying Program
Currently available at 113 hotels in 32 countries.
Derived from the Chinese word for “Welcome,” Hilton has created a program that will offer a number of amenities, in three areas–Arrival, Room, and Restaurant–that Chinese guests may appreciate:
It’s important to note, that Starwood also has a similar program, called “Starwood Personalized Travel. Starwood’s program features much the same amenities, including:
While this all may not be “breaking news” — in fact, I found an article referencing the announcements from Starwood and Hilton within a day of each other in 2011, it is still interesting to see how US-based Hotel Chains are responding to perhaps the largest traveling demographic in history.
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“According to recent surveys, Chinese travelers have named Hilton the most aspirational hotel brand in the market.”
I can’t find the survey at the moment, but, other sources say: This is the year of the individual Chinese tourist, and Hilton is building brand awareness in China.I find the changing trends interesting, for example, Hilton cites, that more than 50 percent of Chinese travelers are now booking a hotel without a tour guide. This is different from my experiences traveling regionally around Asia (e.g. Seoul, Thailand, etc.), but, its really not all that surprising. So, what is Hilton doing that is so special?
Hilton’s Huanying Program
Currently available at 113 hotels in 32 countries.
Derived from the Chinese word for “Welcome,” Hilton has created a program that will offer a number of amenities, in three areas–Arrival, Room, and Restaurant–that Chinese guests may appreciate:
- A welcome note in simplified Chinese at Check-in
- Access to a 24-hour Mandarin interpretation service
- Many properties have Mandarin-speaking team members
- Rooms will have tea kettles with Jasmine tea (I’d love that too, thank-you very much!)
- Rooms will also have Slippers, and a dedicated Mandarin TV channel.
- Finally, the hotel restaurant will include a Chinese Breakfast Buffet, including two varieties of congee with condiments, fried rice or noodles, and a selection of dim sum, soy milk, or other appropriate items.
- Staff members are also being educated on the cultural significance of other aspects, such as the Chinese sensitivity to the number four.
It’s important to note, that Starwood also has a similar program, called “Starwood Personalized Travel. Starwood’s program features much the same amenities, including:
- In hotel Chinese specialist
- Chinese language collateral (maps, local area info, etc.)
- Tea Kettle, Instant Noodles, Slippers
- Chinese-friendly foods, like congee, noodles, and rice.
While this all may not be “breaking news” — in fact, I found an article referencing the announcements from Starwood and Hilton within a day of each other in 2011, it is still interesting to see how US-based Hotel Chains are responding to perhaps the largest traveling demographic in history.
Continue reading...