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Global hoteliers adapt for Chinese outbound tourists

international hotels in China, Chinese tourists

When millions of Japanese began to travel abroad during the country's economic boom in the 1980s, international hotel operators around the world launched tailor-made service for Japanese tourists.

上世纪80年代日本经济繁荣时期,数百万日本人争相出国游,国际酒店经营者们纷纷推出了为日本游客量身定做的各种服务项目。

Thirty years later, hoteliers have had a change of their hearts. Chinese tourists have become their new darlings as the Chinese economy continues to flourish, and the country's citizens flock to popular overseas destinations in record numbers.

30年后,酒店运营商的心又有了新的所属。随着中国经济的持续繁荣,中国游客又成为了他们的主要目标,蜂拥至海外旅游胜地的中国游客人数屡屡创下纪录。

While continuing to improve Chinese-style services in hotels worldwide, international hoteliers have expanded hotel outlets in mainland China rapidly in a move seen as a brand-building gamble.

就在全球酒店推进中式服务之时,国际酒店运营商也开始迅速扩张在华地盘,开始了打造自身品牌的博弈。

"International hotel operators hope to build up their brands through opening hotels in different mainland cities," said Goodwin Gaw, chairman of Gaw Capital, a Hong Kong-based private equity real estate fund, with investments in China ranging from the commercial to the residential.

总部位于香港的私募房地产基金管理公司"基汇资本"的董事长吴继炜说:"国际酒店运营商希望通过在大陆不同城市开设酒店来打造自己的品牌。"据悉,该公司在中国的投资领域涵盖商用和民用房产。

Gaw, who reckons there is an oversupply of hotels in China, believes that international brands' expansion is part of the marketing strategy.

吴继炜认为,中国酒店处于供过于求的状态,直指国际品牌的扩张是营销策略的一部分。

"When mainlanders travelling abroad. They may pick their hotels," said Gaw.

"大陆人到海外旅游的时候可能会选择住自己喜欢的酒店。"吴说。

Meliá Hotels International Group is one of the international hotels eyeing both mainland demand and Chinese outbound travellers. The group, which ranks the third largest and 17th largest hotel group in Europe and the world respectively, currently has over 370 properties worldwide. Last year, they entered China with Meliá Xian and Meliá Jinan, and they have just signed the deal to open Meliá Shanghai by 2016.

美利亚酒店国际集团是同时着眼于大陆需求和境外中国游客需求的国际酒店之一,这个在欧洲排名第3,全世界排名第17的酒店目前在全球拥有370处地产。去年,该集团落户中国的西安和济南。据悉,该集团刚刚签下协议,将在2016年落户上海。

"The expansion has dual purpose. One is Chinese market in China. Outbound is also interesting for us, we see the potential of Chinese to go abroad," said María Zarraluqui, Global Development Managing Director for Meliá Hotels International. She said Melia Hotels has a strong presence in South America and that will capture the rising number of Chinese travellers who love exotic cities such as Cuba to experience their lives.

美利亚酒店国际集团全球发展总经理玛丽亚·萨拉卢基说:"扩张有两个目的地。一是中国市场,二是出境市场,我们看到了中国境外游市场的巨大潜力。"她说,美利亚酒店在南美洲有很多酒店,该集团会抓住机会吸引越来越多的想要感受异域风情、体验不同文化的中国游客。

"China market is a very interesting market for us," said Zarraluqui.

"我们对中国市场非常感兴趣。"她说。

"At the present moment we have eight hotels signed." Talking about future plans in China, she said: " Twenty hotels would be a good figure," she said.

谈到该集团的在华计划,她说:"我们已经签下了在华增开8家连锁酒店的协议。能开到20家酒店就妥妥的了。"

US hotel operators are also expanding their network in China, with Hilton planning to open 180 hotels in China.

美国酒店运营商也不甘示弱。希尔顿集团计划在中国开设180家酒店。

Andrew Clough, senior vice president Development, Middle East & Asia Pacific, Hilton Worldwide, said the growing middle income class in China prompted the company to keep an eye on mid-scale hotel developments in China.

希尔顿酒店集团中东及亚太地区高级副总裁安德鲁·克拉夫说,中国中产阶级的日渐庞大使得该公司着眼于在华发展中档酒店。

"Mid-scale hotel is all about capturing the domestic Chinese population," said Clough.

"在华中档酒店的目标就是要吸引国内的消费者。"克拉夫说。

Starwood Hotels and Resorts Worldwide, which owns brands such as Sheraton and Westin, has about 130 hotels in its pipeline in China and InterContinental Hotels Group plans to open 186 hotels over the next five years in the key China market.

拥有喜来登和威斯汀等品牌的喜达屋酒店及度假村计划在华开设130家酒店。洲际饭店酒店集团计划在未来五年内在华开设186家酒店。

With outbound tourism from China growing, hoteliers also offer tailored services to Chinese travellers.

随着出境游的中国游客数量攀升,酒店运营商也开始在海外酒店上动起了心思,推出专门为中国游客量身打造的服务。

Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide, offers Hilton Huanying, a tailored experience for Chinese travellers such as dedicated TV channel with Chinese programming and food catered for Chinese. Hilton Huanying takes its name from the Chinese word for "welcome" and the programme debuted in 2011.

希尔顿全球的旗舰品牌希尔顿酒店及度假村为中国游客提供了"希尔顿欢迎计划"。该计划包括客人可选择中文节目的电视台以及向客人提供中餐等,是专门针对中国游客推出的项目。该项目的名称来自汉语的"欢迎"一词,于2011年首次亮相。

Currently there are 83 participating properties in 25 countries that encompass many destinations popular among Chinese visitors including San Francisco, New York City, Hawaii, Vancouver, London, Tokyo and Sydney.

目前,全球共有25个国家的83家酒店参与了这一计划。中国游客能够在很多旅游胜地看到它们的身影,如圣佛朗西斯科、纽约、夏威夷、温哥华、伦敦、东京和悉尼。

Revenues improved in hotels with "Huanying" services, said Clough. This year, InterContinental Hotels Group introduced similar tailor-made service – called "China Ready", or "Zhou Dao" in Putonghua, that accepts China UnionPay cards, feature Chinese television channels in their rooms.

推出"欢迎"服务会让酒店收入上涨。今年,洲际酒店集团也推出了专门针对中国游客的类似计划,叫做"China Ready",又称"周到"服务。该服务接受中国银联卡付账,房间也会向客人提供中文电视台。

2016-06-23

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