Nearly 100 million Chinese tourists travelled overseas in 2013 according to China's National Tourism Administration and this number is set to grow in 2014. Given this trend, Conrad Hotels & Resorts has made it a top priority to adapt to the cultural needs of the contemporary Chinese traveller and offer them tailored experiences that will resonate with Chinese guests.
Here are some of the latest initiatives that Conrad Hotels & Resorts has implemented to welcome the globe-trotting Chinese traveller.
Hilton Huanying is a program that offers familiar comforts to Chinese travelers in three key touch points (arrival, guest room and breakfast) of the on-property experience. Taking its name from the Chinese word for "welcome," Hilton Huanying extends authentic experiences with thoughtful touches and details such as a welcome letter written in Chinese, dedicated television channel broadcasting Chinese programming and a dedicated front desk team member who is fluent in Chinese. In the first seven months of its launch in 2012, bookings by Chinese guests increased 129% at Hilton Huanying participating hotels over the same period last year. Hilton Huanying is offered at popular Asia Pacific destinations such as Conrad Bali, Seoul, Singapore, Koh Samui and Maldives.
Social media - Conrad Bangkok
Taking into consideration China's social media landscape, Conrad Bangkok launched a page on the Chinese-language social media, Sina Weibo, with information pertaining to the hotel and its unique offerings. Demonstrating a high digital IQ in the Chinese market, the Conrad Bangkok Weibo Page allows the hotel to strike up conversations and share information with Sina Weibo's 500 million+ users. As a natural extension of the Conrad brand's presence on Weibosphere, promotions surrounding traditional Chinese festivals such as Spring Festival (Chinese New Year) and Golden Week are also shared to celebrate with this key market.
Conrad Concierge mobile application- Chinese language
According to a recent PhoCusWright Asia Pacific report, out of the 98% of Chinese travellers who own a smartphone, 42% of them (compared with 14% for the US) use their mobile devices for a broad range of travel related activities including managing travel accommodation. Launched in 2012, the Conrad Concierge App is available in 13 languages, including Chinese, and allows guests to customize their experience to reflect their personal preferences. Features of the travel mobile application include a comprehensive pre check-in service.
Art - Conrad Centennial Singapore
Greeting guests at Conrad Centennial Singapore is an impressive and diverse display of exquisite art works. Central to the collection is the underlying Asian theme featuring renowned Chinese artists. The artworks include symbols, icons or motifs that reflect the Eastern culture such as "Cherry Blossoms" by Phang Li. Some of these pieces employ Chinese ink on Japanese rice paper such as paintings by Hsie Peng Hsiao which lend a classic and Oriental touch to the luxurious interiors of the hotel.
F&B - Conrad Tokyo
It is observed that Chinese tourists prefer to dine at restaurants offering authentic Chinese cuisine which might be a challenge in the land of sushi and sashimi. The Michelin-starred China Blue at Conrad Tokyo offers guests traditional Chinese cuisine with a modern flair. The floor-to-ceiling windows at the restaurant also allow diners to enjoy a panoramic view of the city skyline including Hamarikyu Garden and Tokyo Bay while indulging in modern Chinese dishes with an innovative twist.