InterContinental Hotels Group has launched Zhou Dao, its ‘China Ready’ programme for hotels around the world.
Chinese-speaking staff at the front desk or via 24/7 phone support, acceptance of China UnionPay cards, a Chinese welcome pack, Chinese channels on in-room TVs, free Wi-Fi for IHG Rewards Club members, Chinese tea, a variety of Chinese food and beverage options and other amenities that meet the needs of Chinese guests will be available at hotels participating in the programme.
The group has also invested in training staff on Chinese etiquette, culture, and hospitality. More than 10,000 employees had completed the Zhou Dao training programme at the end of 2014.
Nearly 100 hotels are participating in the programme, and the number will more than double to 250 hotels by the end of the year.
Commenting on the need for the programme, IHG Great China chief executive officer Kenneth Macpherson said: “In order to offer Chinese travellers a more confident, satisfactory and intimate travel experience, we are launching ‘Zhou Dao’, our meticulously developed China Ready programme globally.
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“Entering the China market over 30 years ago, IHG has become the largest international hotel company in China and has amassed a deep understanding of Chinese consumers. With our unparalleled scale and distribution, as well as the IHG Rewards Club, we are ready to welcome more Chinese travellers to enjoy the ‘best ever’ lodging experience that they are familiar with at home.”
IHG has also announced a strategic with Welcome Chinese, a hospitality standard specifically dedicated for Chinese travellers and the only industry standard recognised by the China Tourism Academy, a subdivision of the China National Tourism Administration.
With this partnership, all IHG hotels that participate in the “Zhou Dao” programme will be issued a gold standard certificate by “Welcome Chinese”.
Earlier this year, IHG partnered with Oxford Economic to publish ‘The Future of Chinese Travel’ report, which stated the country’s favourable economic and demographic trends are set to fuel an increase in demand for international travel over the next decade.
IHG currently operates 79 hotels in the Middle East, with another 26 properties in its development pipeline.
Nearly 40% of the company’s hotels in the UAE – including InterContinental Dubai Festival City, Crowne Plaza Dubai Deira, and Holiday Inn Dubai Al Barsha – are China Ready. The group's latest property in the UAE - InterContinental Dubai Marina - will open in May 2015.
HotelierMiddleEast.com recently published a report on how to prepare for Chinese guests.
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