Sustainable Hotel Strategies For Chinese Market Research Paper The paper will be 11 – 12 pages in length not including title page or references, double spa

Sustainable Hotel Strategies For Chinese Market Research Paper The paper will be 11 – 12 pages in length not including title page or references, double spaced, 12 pt font. Use of APA is expected with a minimum of 12 references. The topic should be well explored and include suggestions or recommendations from your point of view.Find 5 more academic reference about case study or sustainable hotel strategies for Chinese market and finish parts: table of contents, summary, case study, conclusion on the basic of original paper. You can add anything from the academic reference which is related to the topic to make sure it is complete and finalized well. Topic: Sustainable hotel strategies for Chinese market
Contents
Executive Summary ……………………………………………………………………………………………
Introduction ……………………………………………………………………………………………………….
The importance of Chinese guests of Canada hotel industry …………………………………….
Chinese guests’ characteristics ……………………………………………………………………………..
Marketing analysis ……………………………………………………………………………………………..
Sustainable hotel Strategies ……………………………………………………………………………….
Case study
Recommendations for the future …………………………………………………………………………..
Conclusion
References …………………………………………………………………………………………………………
Executive Summary
This research paper is going to analyze how to marketing Chinese guests by exploring
the importance of Chinese guests and the characteristics of Chinese to attract more
guests in Canada. My purpose is to take advantage of the hotel strategies which can
be successfully applied to the Chinese market to develop Canada hotel industry. Each
department of hotels in Canada should take responsibility to make innovations to
adjust the different situation of guests’ need. There are some good examples of global
hotels leading the hotel industry development which already pay attention to Chinese
customers.
Introduction
In the 21st century, Chinese has become one of biggest population countries with
developing economic and political influence in the world. It is important to attract
more Chinese guests to Canada which can improve the hotel industry development in
Canada. There are different purposes for Chinese to visit Canada who has different
requirements for hotels style and location. ‘How to market Chinese guests’ provide
hotel managers an innovation and creative opportunity.
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The importance of Chinese guests of Canada hotel industry
China is one of the largest growing country to visit Canada. The federal
government has even announced that 2018 will be the Canada-China Year of Tourism
(Barber, 2017). As Chinese tourists have become a driving force in the global tourism
industry, understanding the unique features and requirement of Chinese visitors is a
key problem. It is important for hotel owners, management, and staff to learn about
Chinese culture, language, and travel habits and expectations to create a welcoming
environment for Chinese guests and become a property preferred by these travelers
(Barber, 2017). There will be an average of 25 million first-time Chinese travelers
every year, or 70,000 every day, for the next 10 years (Pollard, 2016). In Chinese
culture, traveling is a way of self-improvement and learning (Hayes, Ninemeier &
Miller, 2012). According to these data, the potential of Chinese guests visiting Canada
is a big profit chance for the hotel industry.
Depends on Chinese culture, how to make a hotel as a home in the trip is a big
opportunity as well as a challenge.
Chinese guests’ characteristics
3
Since we have realized the increasing Chinese guests in Canada, it is important to
provide satisfied service to attract Chinese guests by understanding their
characteristic.
1.
Chinese people like traveling in a group.
Because of the cultural habit, Chinese prefer to travel as groups or families.
According to Chinese tradition, children are expected to care and financially support
their parents for as long as possible. They like to send their parents on trips abroad
because of traditional love and royal. These tourists are not sensitive to price but to
quality. Chinese senior citizens are important to tourism market because they have
more flexible time, money and a desire to travel (Verot, 2015).
2.
Chinese like getting organized.
There are many travel agents responsible for packages which include a group of travel
services, such as hotel rooms, meals, and airfare, sold for one price. They are
professional to assist clients in planning and purchasing travel (Hayes, Ninemeier &
Miller, 2012). Chinese will trust them to help organize travel schedule, hotels and
traffic.
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3.
Chinese like leisure time full of activities.
Chinese who travel for leisure are seeking personal stimulation, entertainment and
relaxation, therefore, tour packages and knowledgeable guides are easy for these
guests (“The top 5 Chinese tourist features”, 2017).
4.
Chinese are interested in shopping.
Chinese have a great ability of purchase in the foreign country, especially they like
buying the luxury goods such as Gucci, Coach, Louis Vuitton. They also tend to focus
on shopping for items such as brand-name clothes, cosmetics, jewelry and electric
appliances (Pollard, 2016). Most Chinese tourists will buy many products in Canada
because of the value of exchange Chinese Yuan to Canadian dollar.
5.
Chinese like sharing their adventures and eating delicious food.
Food and beverage department is important in hotels to provide the energy to guests.
Chinese drink still water and they are very hesitant to drink tap water. Toothpicks
must be provided. The most popular drink is tea and hot water and should always be
available. Chinese like beer and sweet red wines.
5
Marketing analysis
The products are hotels in Canada. The target market are Chinese guests. The place is
in Canada.The price is various depends on the rate and level of hotels. The promotion
is important for Canada hotel industry to innovate new methods.
SWOT Analysis of hotels in Canada
Strengths
Weakness
? Increasing cooperation with China
? Lack of professional and experienced
? Travel agency recommendation
? Professional service and attitude in
hotels
? More and more travel between China
and Canada for business and relax
Chinese customer services
? Culture background recognition
differences between Chinese and
Canadians
? Lack of promotion and official
Chinese websites
Opportunities
? Globalization developed network and
database
? Increasing Chinese Yuan value to
exchange Canadian dollar
Threats
? Competition between hotels
? Limited job opportunities for Chinese
? The changing mind of guests and
needs
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? Economic development and standard
of living increased to gain more travel
? Gun management and travelers’ safety
problem in Canada
plans
In Canada, China shifted from 6th source of overseas travelers in 2010 to 3rd in
2014. Chinese visitors injected $920 million into the Canadian economy in 2014
spending $2,345 on average per person per trip (Pollard, 2016).
There are 46% of the total number of Chinese tourists abroad traveling for
business. This type of traveler will care more about efficiency and the quality of
business-related services (“The top 5 Chinese tourist features”, 2017). The key is
about convenience because business travelers will value a convenient, efficient
service higher than those travelling for leisure.
Many Chinese tourists come back and recommend their friends to tours and
hotels who gave the best service and made them feel cared for. It is beneficial to
providing professional service to Chinese caters for their needs which can lead to
substantial repeat business.
Sustainable hotel Strategies
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The hotel is another home during the trip. The purpose of Canada hotel to attract
more Chinese guests and make more profit. It is practical to take advantage of
Chinese culture and characteristics to satisfy their needs.
As we know that Chinese drink great quantities of tea and hot water, kettles
should be available in each room. For example, Marriott hotel in Canada provides
kettle and green tea in the room in case customers need. They also have Chinese
official website for reservation and recruiting Chinese server and manager. It is useful
to hire Chinese to satisfy the guests’ need. There are also many entertainment places
in Marriott hotel for customers to spend their leisure time. Marriott is one of the
largest hotel brands which has great reputation all over the world.
According to the Hotels.com report, the majority of overseas Chinese travel (96
percent) has been for leisure purposes, while just over half (52 percent) have also
visited other countries for business or education (“Chinese become world’s biggest
travel spenders”, 2013). In addition, the ability to accept Chinese payment methods is
seen as the most important offering from hotels and over a quarter (26 percent) of
Chinese travelers feel this is a key area for improvement. Three quarters (75 percent)
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of Chinese travelers say hoteliers need to improve the provision of translated items,
such as welcome literature, websites, TV programs and newspapers, while almost half
(42 percent) say that they would like more Mandarin speaking staff in hotels
(“Chinese become world’s biggest travel spenders”, 2013).
In lodging industry, STAR report as the primary measure used to judge their own
performance because it can provide a wealth of information to those sophisticated
enough to read and analyze the data they contain (Hayes, Ninemeier & Miller, 2012).
The manager can use STAR report to improve the operation of hotels.
Recommendations for the future
In my opinion, I think it is helpful to use more social media to promote the hotel
into Chinese official website and improve the services in hotels. In order to market to
Chinese guests, it is important to advertise the hotels’ advantages and special
characters. ‘Word of mouth’ is one way for the Chinese tourists to share their
information. Providing quality service and prestige should potentially attract more
Chinese customers (Pollard, 2016). Good reputation of hotel is the reason of great
brand in the long run.
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As a full-service hotel manager, each department has the responsibility to take
charge of the service for satisfy Chinese guests requirement. Food and beverage
department can provide mandarin menu and chopsticks in case customers need. Hot
tea and beer are good choices for Chinese guests. In addition, safety for the
destination influence how Chinese travelers choose their destination (Pollard, 2016).
Hoteliers should be careful of the safety of Chinese guests and their property.
Moreover, human resources department takes charge of recruiting more professional
hospitality major Chinese to help understand Chinese guests’ need and solve their
problems immediately. Housekeeping department should keep clean and tidy of the
room service. Front desk department can learn some Chinese welcoming words to
show respect and kind when greeting Chinese guests.
As far as I am concerned, innovation is important in hotel industry in Canada
which can attract more Chinese guests. The convenient location and new style of
hotels have become popular in recent years. With the development of Internet and
globalization, there are more and more opportunities to cooperate with Chinese travel
agency to attract a large group of guests in the future.
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Conclusion
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Reference
Barber, N. (2017). Serving Chinese Guests – AHLA. AHLA. Retrieved 19 November
2017, from https://www.ahla.ca/resources/tourism/serving-chinese-guests/
Chinese become world’s biggest travel spenders. (2013). Canada NewsWire
Retrieved from http://ezproxy.msvu.ca/login?url=https://search-proquestcom.ezproxy.msvu.ca/docview/1426458582?accountid=12617
Hayes, D., Ninemeier, J. & Miller, A. (2012). Foundations of Lodging Management
(2nd Edition). Pearson Education Inc., NJ.
Verot, O., (2015). 7 Key Features of Chinese Tourists. Marketing China. Retrieved 19
November 2017, from https://www.marketingtochina.com/7-key-features-of-
chinese-tourists/
Pollard, A. (2016). Hospitality for Chinese guests. Hotelassociation.ca. Retrieved 19
November 2017, from
http://www.hotelassociation.ca/pdf/hospitality%20for%20chinese%20guests.pdf
The top 5 Chinese tourist features. (2017). Chinese Tourists Agency. Retrieved 19
November 2017, from http://chinesetouristagency.com/6422-2/
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