Marriott Rewards has launched a new hospitality programme aimed exclusively at Chinese guests.
Called ‘Li Yu,’ it allows Chinese guests to connect with a Chinese speaking concierge assistant via WeChat throughout their travels.
Guests can request pre-trip information, book in-room amenities at the hotel, and pass on feedback.
"China is the world’s largest outbound travel market and the new generation of Chinese travellers has a taste for exploration," said Anka Twum-Baah, vice president, customer loyalty & content for Asia Pacific.
"Our study conducted with Hurun Research Institute shows 42% of young luxury travelers want personal experiences and 61% of them prefer electronic guest services. That is why we have introduced the Li Yu hospitality programme, just in time for Golden Week. With Li Yu, Chinese members can experience the thrill of travel while enjoying Chinese-language guest service."
The programme is currently available at 41 Marriott properties across the Asia-Pacific region, the Americas, Europe and the Middle East, in cities which have strong inbound traffic from the China market.
Additional custom services offered in the Li Yu programme include Mandarin-speaking hotel associates, Chinese language hotel and destination guides, Chinese food and beverages, and a complimentary Li Yu welcome gift.
