Asia's economies are enjoying healthy growth and hotel companies are rushing to cater to Chinese demand Asia's economies are enjoying healthy growth and hotel companies are rushing to cater to Chinese demand

Asia: China’s growing influence

Asia’s economies continue to enjoy healthy growth. Spending by Chinese travellers on travel accommodation domestically and abroad is expected to increase by 20% over 2010/2015 to reach US$67 billion, second to the USA. Hotel companies are customising their brands in China, partnering with Chinese companies, and creating programs to cater to the Chinese abroad. In 2011, IHG renamed its Holiday Inn Express brand in China to ‘Zhi Xuan Jia Ri’ meaning ‘smart choice’ to better reflect the brand offering to Chinese travellers. Hilton announced its ‘Hilton Huanying’ programme which provides creature comforts to Chinese visitors abroad — including staff fluent in Mandarin at the front desk, congee at breakfast and Chinese tea, tea kettles and slippers. Hotel brands are expected to turn to Chinese social media websites such as RenRen to drive loyalty.

Story continues below
Advertisement