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Hotels urged to rework branding for Chinese guests
Global hotel chains that are looking to increase business from Chinese tourists should rework their global branding strategy, an industry study suggests.
The study says "Chinese travelers establish attachments to multinational hotel brands that are able to satisfy their needs for belonging and esteem from society."
This translates as showing ‘face’ – a cultural value that displays outward wealth and pride.
This is a main reason why middle-class Chinese want to travel to the US, and hotels’ marketing should be able to appeal to these customers, say the study authors Joy Huang and Liping Cai.
Researchers polled over 600 Chinese consumers in Shanghai about reasons for traveling to the US and their perceptions of three hotel chains – Hilton, Holiday Inn and Super 8.
All these chains have several properties in China with Chinese language websites.
All respondents were categorized in the middle-class bracket, with annual earnings of $10,000 to $60,000.
The study found it was important to be seen staying in Hilton or Holiday Inn hotels, which are marketed as luxury brands in China, rather than budget Super 8.
The study said Chinese travelers seek "symbolic value in their consumption of goods and services" and are willing to pay more for prestige.
They are also more likely to tell their friends and peers as it "conveys social status and face."
In 2013, over 1.8 million Chinese tourists visited the US and this is expected to rise to over 2.1 million this year.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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