International hotel and resort operators are hoping to attract more affluent Chinese travelers who want comfort and luxury, as well as an exotic experience during overseas trips.
Dozens of executives of the world's most-luxurious hotels, who gathered in Shanghai yesterday, are banking on locations, either on a pristine beach or in a tropical forest, and unique styles, such as museum-like facilities, as selling points.
The New York-based Leading Hotels of the World Ltd., a room reservation agency for 395 five-star hotels worldwide, held its first promotion in China at the Okura Garden Hotel Shanghai, one of its six member hotels on China's mainland.
"In the past few years, we just held cocktail parties. But now it's time to do more detailed market development in China," said Magdelene Low, regional manager of Leading Hotels. "We are here to talk with local travel agents, room reservation centers and companies, which often send trade delegations overseas. An increasing number of Chinese who travel to Europe and the United States want to stay in better hotels."
Last year, more than 1 million room-night were booked through its service.
Leading Hotels said member hotels are required to meet its standards for facilities and services. The agency said it regularly conducts spot checks of its members to ensure high-quality service.
Indonesia's Oberoi Hotels & Resorts, meanwhile, is among 10 independent hotels and small-hotel management groups testing the Shanghai market.
Oberoi aims to promote its Indian hotel overlooking the Taj Mahal, a famous sightseeing spot. Its other hotels include several in the Himalayas and in a national park, where visitors can watch Indian tigers in the wild.
"Decorated in the traditional Indian style, our resorts are tranquil and peaceful," said Peter Foster, Oberoi sales and marketing director. "We target stressful Shanghainese with high incomes, such as stockbrokers, who will find our places worth visiting."
The 10 European and Asian hotels participating in the promotion offer top-class services, but their room rates are expensive. The average price is US$250 per night. "There is always a market for the best services and products," said Carolne Yang, sales director of Hotel Ritz Paris.
(eastday.com January 15, 2002)
